On Friday, April 14, 2023, I had the honor of attending The Public Relations Student Society of America’s Northeastern District Conference, along with Vice President for Communications and Marketing at Hamilton College, Melissa Farmer Richards. The event, held at Syracuse University’s Newhouse School of Public Communications and entirely student run by Syracuse University PRSSA board members, brought together a varied selection of public speakers and audience members from across New York state. With an ultimate goal of shedding light on the world of public relations (PR) and its many facets within the professional world, this conference offered a plethora of networking opportunities, life lessons and knowledge to help with being a prominent communicator.
The conference’s first keynote speaker of the day was Dave Donovan, sports executive director for DKC Sports. Having worked in tandem with some of the most dominant sports players and organizations worldwide, including Formula 1, Manchester City, Patrick Mahomes, and Sports Illustrated, Donovan emphasized how critical hard work can be in building a future career. He stated that, in an always emerging and increasingly competitive market, developing an “always-on” mentality can prove worthwhile years down the line. Going out for coffee with clients, making an extra effort to remember personal details about friends, and taking extra steps to cultivate healthy relationships is an unavoidable pillar of PR.
“Be the person that says ‘Let’s Go!’ even if this stands outside of the job description,” Donovan stated. “We live in a world of instant gratification, but the reality is that things take time. If you want to build your career, you have to put in the work for it!”
Treating interactions with intentionality and having the maturity to know sacrifices made today will reap benefits tomorrow is a frame of mind he urges the new generation to take on. Moreover, caring about people might sound childishly straightforward, but mastering the art of caring is an essential skill. Transactional relationships never last. Instead of looking to gain something out of conversations with students, professors, friends, or family, nurturing a genuine willingness to come back to others will foster deeper personal connections. Although public relations demands for its professionals to build an ever-increasing network of contacts and clients, acknowledging the human face of the craft will undoubtedly lead to blissful career experiences.
Carrie Welch, a veteran of the communications and PR fields, followed Donovan as the next keynote speaker. As a graduate of Syracuse University’s Newhouse School of Communications and long-time Food Network Vice President of Public Relations, Welch has understood how overwhelming PR can be if work-home boundaries are not set. Having a clear distinction between a place for work and one for leisure prevents a potential loss of self. Being over-consumed by work is a risk many professionals of the field confront, but knowing the extent of your availability can counter this side effect of PR.
“As a recovering people pleaser, you are always used to making yourself available for others, but sometimes it is too much. People want to feel valued, but if it comes at the expense of your well-being, it should be reconsidered,” Welch stated.
The final portion of the conference was dedicated towards crisis management, led by Associate Dean and Professor of Public Relations at Syracuse University Brad Horn. Among the many takeaways from his interactive presentation, underlining the importance of planning as a basis for anything done in life particularly spoke to me. “If you fail to plan, you are planning to fail.” On a personal note, Professor Horn’s Benjamin Franklin reference, as overused as it might be, definitely holds its weight in the professional field I am looking to venture into. In the case of unexpected events throwing life off course, drafting a plan that takes into account key audiences, timelines, word choice, and appropriate responses is critical for overcoming unforeseen obstacles. In the face of unanticipated challenges, developing the courage to address problems even when it hurts is a life lesson I can apply throughout all aspects of my life.
“When people or organizations are reticent about tackling an impending crisis, it moves from a proactive function to a reactive function, which ends up hurting their reputation,” Horn stated. On a personal level, delving deeper into the intricate world of PR and learning the secrets to successful communication was particularly insightful for an aspiring Government major like myself. Thank you to Syracuse University for hosting such a great event. I look forward to using this newly-acquired knowledge shared by the excellent keynote speakers for years to come. This is truly an experience I am not soon to forget!
