Missed PR eLevated?: Here Are My Key Takeaways
I’ve never seen myself living in Chicago. Michigan has been my home for as long as I can remember, and I have always told myself if I would move away… it would have to be someplace warm.
That’s why when I heard PR eLevated, the 2023 PRSSA Midwest District Conference, would take place in Chicago, I was hesitant to attend. I knew Chicago is considered a hub for advertising and public relations, but I still questioned whether traveling to the city would be worth it for me. Thankfully, I decided to attend the conference where I learned so much about the importance of diversity, equity, inclusion, and accessibility (DEI&A), the qualities of outstanding leadership, and what a future in PR might look like.
If you missed the conference, do not worry. Here are some of my key takeaways that I think everyone in PRSSA can benefit from:
The Importance of DEI&A
One of the most enlightening parts of the conference was the DEI&A panel hosted by Christina Steed, Brian J. Packer, Kristen Barnfield, and Zach Hamilton. Here, I learned some great ways to be a better ally and how to advocate for others whose voices may not be heard.
In our future profession, this may look like creating a safe space for individuals to feel comfortable discussing diversity. For example, creating discussion groups where people can come together and express their concerns or ideas for promoting diversity in the office can be highly beneficial for a positive and representative work environment.
I also learned that another way to promote inclusivity is by understanding that everyone does not have the same abilities. Whether it be visible or invisible, disability is a commonality in the workforce that should not be overlooked. To ensure people feel comfortable speaking up about their disabilities, it is essential to make them feel acknowledged. This can be as simple as asking others if they need any special accommodations during an employee trip. Normalizing disabilities creates a space where others feel more comfortable discussing their differences.
Qualities of Great Leadership
In the early morning, I was allowed to attend the Leadership Workshop. Mckenna Fleming, the National Vice President of Professional Development, presented the workshop.
First, Fleming informed us of many fantastic national resources and opportunities I had yet to learn existed. For example, she explained how many scholarships and awards are offered to PRSSA students each year totaling over $30,000. I don’t know about you, but the chance to receive funding for my education sounds like an amazing opportunity. Another great resource Fleming discussed was PRSA Mentor Connect which helps connect students with experienced professionals. Resources involving PRSA Jobcenter, how to run for the National Committee, and where to find the PRSA Podcast was also discussed.
One of the most valuable parts of Fleming’s presentation was the discussion about how to be a great leader. I learned that it is important for great leaders to show compassion, be open-minded, give respect to others, stay organized, and communicate well with others. After reflecting about these qualities, we discussed the successful ways leadership is displayed in our own PRSSA chapter as well as acknowledged the importance of celebrating our members.
As someone currently on the E-Board for PRSSA and plans to re-apply for the next school year, I am grateful for the opportunity to learn more about how to be a better leader for others.
An Inside Look of the PR Industry
My favorite part of the trip would have to be traveling to businesses in Chicago to understand how Public Relations is crucial to them. I had the opportunity to visit Lobeline, an entertainment PR agency, and Shedd Aquarium, an indoor aquarium home to over 30,000 animals. Because one location is a PR agency while the other does PR work in-house, my experiences at both were unique.
If you are interested in the world of PR for the entertainment industry, Lobeline may be a good fit. During my visit, the company discussed the different types of PR work they provide for clients, such as writing press releases, sending pitches to talk shows and media outlets, and helping celebrities and corporations with their branding. With an inside look of how vital PR is to the entertainment industry, visiting Lobeline definitely sparked my interest in this particular field of PR.
If agency life isn't the right fit for you, you may be more interested in the way Shedd Aquarium handles PR. Whether it is writing press releases, designing advertising campaigns, conducting market research, or even photography, Shedd Aquarium does it all in-house. It was awe-inspiring to see how such a small team of individuals could have such a significant impact on informing the public of the great joy and environmental impact the aquarium brings.
After the presentation, I even had the opportunity to explore the aquarium and meet so many exotic animals. If you are ever visiting the Chicago area, I recommend visiting the Shedd Aquarium!
Though the days felt long, I am so glad I chose to attend PR eLevated and take advantage of the opportunity to get advice from so many professionals in the field of Public Relations. If you missed the conference, I hope this blog gave you some important insights and I highly recommend everyone to attend next year’s PRSSA Midwest District Conference.
Alexia Frazzitta is a sophomore pursuing a degree in Advertising and Public Relations and a minor in Digital Studies. She is currently in her second semester in PRSSA and serving as the Co-Vice President of Professional Development. Additionally, she works on campus at the Office of Student Life where she helps students get involved around campus. In her free time, she loves going to the gym and spending time with friends and family.