Top Programs for Integrated Communications
With all the aspects and tasks the communications field encompasses, it can be overwhelming trying to manage them all. Knowing how to maintain media contacts, create designs, and manage websites can sound like a daunting task to someone just entering the workforce (I’m talking to you, college students). At Grand Valley, the advertising and public relations program is set-up so that halfway through, you choose an emphasis and begin focusing solely on advertising or public relations. As an advertising emphasis myself, I was pretty unfamiliar to many of the programs my peers in PR were using in their classes, and vice versa. Thanks to my involvement in GrandPR and PRSSA, I’ve been able to work with a broader range of programs, but that’s not the case for everyone. If you’re feeling lost when it comes to what programs to learn, here are a few of my cohort’s recommendations:
Cision
Cision is an online cloud that makes earned media management easy and efficient. They pride themselves on being the go-to for PR professionals, because of their many benefits. You’re able to target influencers and journalists through their curated database, create multi-channel campaigns, and measure analytics all within one website. These resources come at a pretty penny, however. While you may not encounter it as a student, knowing its basics will prepare you for post-grad.
Adobe Creative Suite
I’m sure we’ve all heard of Photoshop, InDesign, and Illustrator. They can seem awfully daunting when you first open them, but knowing Adobe’s top design programs will do wonders for your skillset and employability. Nearly every position uses graphic design, so being able to design a flyer with InDesign or edit an image in Photoshop will make you stick out on any job application. Classes are available at GVSU, online platforms like Skillshare, as well as free demonstrations on YouTube. Though it can be expensive, Adobe offers student and business discounts, and many colleges pay for student subscriptions (thanks, tuition dollars!).
Hootsuite
Social media is something we all use, but managing multiple platforms and campaigns at once is much different than posting personal Instagram stories. You’re able to schedule and create content, monitor news feeds, engage with consumers, view analytics, and project manage your team all within the program. It’s customizable enough that anyone can use it, from small businesses to Fortune 500 companies, so expect to hear about it wherever you end up working.
Slack
Teamwork is a key part of any communications role, and group communication is something successful companies need to be good at. With channels you can dedicate to one topic or client and direct instant messaging, project managing and your team’s communication skills will never be better. They recently released Slack Connect, allowing people to communicate with external clients and agencies within specific channels, essentially killing the need for tedious email threads about small details. This addition has the ability to change the way we communicate with clients, so keep this platform on your radar.
Wherever your education and career take you, having an arsenal of technology programs mastered is important. You never know what client or campaign you may encounter, and odds are they’ll request something that you don’t use on the daily. Your boss will love you, and you’ll thank younger you for taking the time to learn those extra programs.
About Kylee:
Kylee Reinert is a senior studying advertising and public relations, with a minor in psychology. This is her second year a part of GrandPR, holding roles as an Account and Design Associate. She also serves as the Vice President of Member Services for PRSSA, and is a part of Grand Valley's 2020-2021 National Student Advertising Competition Team. When she's not in meetings or doing homework, Kylee enjoys painting, exploring Grand Rapids' coffee shops, and wandering around Target with her roommates.
