Bridging Academia and Real-World Experience: Inside MSU’s PR 485 Class
By: Matthew Zivian
In the dynamic field of public relations, education must evolve to keep pace with industry trends. At Michigan State University, Integrated PR Campaigns (PR 485) stands as a testament to this evolution, integrating real-world experiences into academic learning under the guidance of professors of practice like Lolo Robison, who also serves as CATA’s director of marketing, customer experience & public information.
PR 485 is designed not merely as a class, but as a simulation of an agency environment.
“The expectation in the class is that you’re going to work with me as part of a public relations team,” Robison said.
This hands-on experience prepares students for the realities of the workforce, enabling them to understand campaign management and client collaboration. Robison emphasizes the course’s ebb and flow between theory and practice. Students are expected to engage in extensive readings to grasp public relations theories that explain human behavior in communication. This knowledge is then applied through writing assignments that encourage students to integrate their experiences from previous courses. The culmination of the course is a proposal for a real nonprofit client, reinforcing the transition from student to professional.
In fall 2024, the class worked with the nonprofit organization, Helping Women Period, focusing on period products and the communication challenges faced by the organization. Students were tasked with formulating strategies to enhance public awareness and fundraising efforts.
The initial stages of the project involved problem identification, with students conducting interviews and discussions to grasp the client’s mission, vision, and operational gaps.
“The gaps are that their mission is not very clearly articulated…the students need to figure out the best process for it,” Robison said.
Students in Robison’s PR 485 and others employ a research-based approach to tackle these challenges. In lieu of market surveys, students design survey questions to gather insights, ensuring their proposals are informed and strategic.
One of her students was Liv Ceithaml a senior majoring in public relations. In her capstone class, Ceithaml says she recognizes the value of having a professional like Robison leading this academic experience.
“It’s cool to get her perspective as she’s actively working in the field and then applying it into what we’re doing in this class and our plannings and everything for our clients,” Ceithaml said.
As the semester progressed, students presented their proposals to Helping Women Period in a final pitch the week before final exams.
Robison says she remains optimistic about the future of public relations education at MSU. Her passion for teaching and commitment to her students ensures that the lessons learned in PR 485 extend far beyond the classroom, preparing the next generation of public relations professionals for success.