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A Day in the Life: The Value of Immersive Commu...

Avatar for Kelli Matthews Kelli Matthews
October 05, 2022
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A Day in the Life: The Value of Immersive Communication Agency Experiences

Poster presented at the 2017 PRSA Educator's Academy in Boston, Mass.

Avatar for Kelli Matthews

Kelli Matthews

October 05, 2022
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Transcript

  1. The Value of Immersive Communication Agency Experiences A Day in

    the Life The Idea The Value The Structure The School of Journalism and Communication at the University of Oregon and WE Communications sought to find mutually beneficial ways to build a strong connection between the two organizations. WE Communications extended the invitation for PR faculty to embed themselves for a day in the Agency’s Portland, Oregon office. For the SOJC: • Create strong relationships to help students with post-grad job placement. • Understand the structure and culture of WE Communications. • Identify specific skill sets that students interested in agency work need to be successful. • Refresh personal knowledge and experience in a large agency. For WE Communications: • Build strong relationships with SOJC faculty to identify good job candidates at all levels. • Share the WE Communications culture. • Facilitate knowledge sharing of key skills and traits needed for a successful career. Two PR faculty members spent the day at WE Communications. The overall structure: • Met with key leadership in the agency. • Learned about agency account team structure and integration with specialized support teams including: writing/editing, data and analytics, design. • Spent time with account leaders to learn about key success stories and case studies. • Shadowed an account team during its regular team meeting. Kelli Matthews, University of Oregon [email protected]