The learning environment for Loyalist College Public Relations students goes beyond the classroom and into the community. Corporate citizenship is an intrinsic part of the program and students are encouraged to become active community participants, applying the skills they have learned to help others. Two recent initiatives drew on their networking, event planning and communication capabilities: the News Canada Breakfast and Idea Exchange and a series of Community Media Workshops.
More than 85 industry professionals attended the News Canada Breakfast and Idea Exchange earlier this month. Arranged by the students, the morning provided a networking opportunity for participants and the opportunity to learn from keynote speaker Martin Waxman, APR, the co-founder and managing partner of Toronto-based energi PR. Recognizing the growing role of social media within the field of communications, his address was entitled The New PR: How Social Media are Changing the Communications Environment. He spoke of the importance and necessity of being fluent in the world of social media including vehicles such as Facebook, Twitter, Flickr and blogging. “We have been given a set of new tools but must remember to use the old rules—ethics, professionalism, transparency and values. The morals and ethics have not changed, only the method of delivery.”
The Community Media Workshops, a series of complimentary one-hour sessions, were designed for representatives of local non-profit organizations. The goal was for the students to inform non-profit groups in the greater Quinte area about the latest communication trends and tools. Denyse Mouck, Prince Edward-Hastings Liberal Association Executive Vice-President, said she thoroughly enjoyed the presentation she attended. “I registered in the Working Creatively and Collaboratively workshop. The students were great and it was clear that everyone had a solid background. Their preparation resulted in an excellent learning experience.”
“Organizing the workshops was beneficial to us as students because it allowed us to affirm our knowledge and skills by using them in a work-related environment. As the saying goes, the best way to learn is to teach, and we were teaching others in our field,” said Troy Stewart, a Public Relations student. “The workshops were beneficial to the participants because they provided free seminars on the newest, cutting-edge communication practices. It’s difficult for those working in not-for-profit environments to enhance their skills in a cost-efficient way. The workshops made it possible for them to do so.”
“Community outreach is a natural extension of the Post-Graduate Public Relations program at Loyalist,” said Kerry Ramsay, professor and program coordinator. “As faculty members, we find there is great value in providing hands-on opportunities for students to put into practice the core values we teach: effective communication, relationship building and corporate citizenship.”
In addition to raising over $15,000 for the United Way last semester, the Public Relations students have raised $3,500 for a range of non-profit organizations, including Make-A-Wish Foundation, Kids Help Phone, Fixed Fur Life, Quinte Conservation, Plainfield Community Homes, and Quinte Arts Council. They also gathered more than 1,600 kilograms of food for the Gleaners Food Bank. Last week the students spent two days raising over $1,500 for Lifesavers for Japan, a fundraiser for the Japan Earthquake Disaster Relief Fund. The proceeds were donated to the Salvation Army for distribution to agencies assisting with Japan relief efforts.
On March 24th the students celebrated at the PRISM awards, an annual event recognizing their accomplishments. With the in-class component of the program complete, they are now applying their skills through work placements in locations ranging from Edmonton to Halifax.
Martin Waxman, keynote speaker at the News Canada Breakfast and Idea Exchange.
Photo by Aaron Bell.
Public Relations Students at 2011 PRISM Awards Ceremony
Media Contact: Marilyn Warren, Communications, Loyalist College (613) 969-1913, ext. 2332, e-mail: mwarren@loyalistc.on.ca or Kerry Ramsay, professor and program coordinator, (613) 969-1913, ext. 2127