By Jennifer Casey, PRSSA president

Students in the public relations sequence at the SOJC may study the theories of the profession in Tom Bivins' Principles of Public Relations class. But like undergraduates studying news reporting and photojournalism, public relations students learn about the practical side of the field outside the lecture hall.

One such group of students has been particularly active in the quest for outside training. They can be found every Wednesday night in Allen Hall 218 holding meetings. The group is the Public Relations Student Society of America (PRSSA).

PRSSA members, Leigh Freeman, Brad Sloan and Ryan Parker visit with Phil Weiler, '86 of the PRSA Greater Oregon chapter at the PRSSA Social held in January at the School. photo by Mark Blaine

PRSSA is a national organization that exists to serve its members by enhancing their knowledge of public relations and providing access to professional development opportunities. It also exists to serve the public relations profession by helping to develop highly qualified, well-prepared professionals.

The weekly meetings are a vital part of the UO chapter's work as they provide students with a platform to facilitate professional development opportunities, internships, and scholarship information.

PRSSA members take advantage of numerous occasions to refine their public relations skills. In the fall, three members attended the PRSSA National Conference in Boston. There, students were able to attend sessions to learn more about the different facets of public relations and broaden their knowledge of the field.

The conference also allowed members to develop goals, strategies and tactics to strengthen the chapter. One of the objectives of the leadership team is to increase the involvement in community activities. On a semiweekly basis, students volunteer for FOOD for Lane County's Food Rescue Express (FREX) program as an opportunity to be more involved in the Lane County community.

Students joined with members of Public Relations Society of America (PRSA) and HIV Alliance to organize and implement a World AIDS Day Press Conference held on December 1, 1998. The conference was a success and received excellent local press coverage, according to PRSSA vice president Alicia Kuna.

"PRSA provided us with an amazing opportunity to learn to how much planning goes into getting the press coverage a client needs," she said.

The relationship with the community and PRSA is essential to members' professional development and to the chapter's development. Students have been able to work with Jenny Ulum, MA '83 of The Ulum Group, Liz Cawood of Cawood Communications, and FOOD for Lane County, among others. On a monthly basis, professionals from the community attend a PRSSA meeting to discuss their job and a specific area of public relations.

Students also attend the monthly PRSA luncheon, where they are able to network with professionals and listen to speakers discuss industry related topics. In February, PRSA and PRSSA hosted a social at the SOJC to further develop the relationship. Speakers at the event included Associate Dean Al Stavitsky, Professor Tom Bivins and PRSA President Phil Weiler.
This year, public relations students participated and helped to facilitate a variety of SOJC functions. In October, PRSSA members assisted in writing biographies, giving tours of Allen Hall, and registering and greeting alumni at functions for the 1999 All-Year School Reunion.

Each year, the vice president of PRSSA organizes the Careers in Communications Conference for the school. The opportunity is designed to give the coordinator experience in special-event management and planning.

In addition to the standard curriculum of public relations classes, students have the opportunity through the PRSSA to enhance their PR skills in "real world" situations.

"PRSSA gives students a leg up when they enter the profession," said professional advisor and EWEB communications manager John Mitchell, '76. "Not only do they have the basic skills necessary to succeed in Public Relations but they have acquired practical experience as well as connections with professionals in the field."