SETTING THE PACE
Taking off the EDGE : Individualizing Membership Recruitment and Retainment
BY RACHEL WORKSTEL
SYRACUSE UNIVERSITY
How does Syracuse University maintain a membership of more than 200 PRSSA members every year ? With a solid business plan that individualizes each member ’ s experience and sets them up for success .
As freshmen we ask ourselves , “ How can I make myself valuable when I haven ’ t even taken communications 101 yet ?” Many freshmen who begin at the S . I . Newhouse School of Public Communications as a public relations major don ’ t know where to start , and that is where Syracuse University ’ s PRSSA Chapter steps in .
The Chapter program EDGE was established five years ago as a way to help public relations students gain hands-on experience before they even enrolled in their first public relations course . As a Chapter , we introduce ourselves to the students with an interest in public relations and give them exactly what they need to learn how to produce strong , solid work for clients within the first two weeks that they are on campus . Lectures for this 8-week program are planned and led by directors of development who hold positions on the Chapter ’ s executive board . Topics for these lectures can range from writing press releases to planning entire events .
The second semester is hands-on , giving students the opportunity to create campaigns for real clients . Clients range from bakeries , nonprofits , student organizations , student newspapers and restaurants . This experience makes landing that first internship even easier , and many individuals — including myself — believe the EDGE program provides the success they were looking for in their college career . EDGE students have received national and local coverage in the media , hosted events and were key components of their client ’ s brand management .
So how does this relate to our Chapter ’ s membership retention ? We assign students an mentor , and that relationship establishes a strong connection with our organization . When students think of PRSSA , they speak highly of what they learned from upperclassmen and are committed to future involvement .
Another way this program helps with member retention is through our Student-run Firm . Hill Communications takes EDGE into high consideration when accepting students to hold positions within the firm . Interns for the firm are pulled directly from the EDGE classes , and most account associates have completed the program . People see EDGE as the stepping stone that they need for higher leadership in PRSSA and Hill Communications , as well as future success in public relations .
Although employers may not know what the EDGE program is , they know what quality experience is . When I was a freshman with client experience on my resume and interviewing for my first internship , the interviewers were impressed . EDGE is not only the glue to our membership retention and experience , but also enables us to individualize each member ’ s experience within our PRSSA Chapter .
Members of the Syracuse University PRSSA Chapter in an EDGE class listening to a client brief . Photo courtesy of Rachel Workstel .
Going the Distance — When Your PRSA Chapter Is Far Away
BY SONJA POPP-STAHLY , APR
ELI LILLY AND COMPANY
One of the best benefits of PRSSA membership is the access it gives you to your PRSA sponsor Chapter and its members . But how do you connect with them if your school is far away ?
Thankfully , you can still build PRSA relationships from a distance . Some thoughtful planning , flexibility and creative thinking will go a long way . Invite PRSA members to speak virtually at your Chapter meetings .
Sure , having your guest speaker in the room is ideal , but if distance is a challenge to getting professionals on campus , go the virtual route . Connect with the speaker via Skype and project on a large screen so your Chapter members have maximum visibility . Prepare for potential technology glitches by doing a test call a day or two in advance . Find out which PRSA members are alumni .
Professionals might be more inclined to go out of their way to visit their alma mater than to travel to a school they don ’ t have a connection to . And when alumni agree to visit your Chapter , roll out the red carpet . If they have time to arrive early , walk them around your academic department , arrange meetand-greets with your department chair or key faculty members , and offer to give them a campus tour . They will likely appreciate the opportunity to see how your campus has changed since they were students . Also consider an informal meeting with your Chapter ’ s officers before the full Chapter meeting .
Meet in the middle .
Life is full of compromises . If your PRSA sponsor Chapter is really far away , find a location that ’ s of equal distance for both Chapters and host a networking event . Arrange a carpool for your Chapter members to get there . Locate PRSA members closer to you .
PRSA members are scattered across your state , not just in the location of your sponsor Chapter . Search the online PRSA member directory ( as a PRSSA member , you have free access !) to locate professionals in communities closer to your school . The PRSA member directory ’ s advanced search feature lets you search by city as well as by Chapter . In addition to larger cities or towns , consider searching surrounding communities . Some PRSA members list their location as their city of employment , while others list their place of residence , so search the suburbs and other residential areas . Engage in social media . Arrange a Twitter chat between your Chapter and your PRSA sponsor Chapter . This allows the Chapters to get to know each other and network virtually while also sharing information to enhance your Chapter ’ s professional development . Pick a topic of interest to both students and professionals , and promote the chat in advance to ensure strong participation on both sides . Also , if the PRSA Chapter has an active Facebook page , consider joining or starting some conversations there .
Ask for resume and portfolio critiques .
Identify a few PRSA members and ask them if they would critique your resume and / or online portfolio , if you have one . This can be done completely over email , with no need for travel or scheduling meetings . Arrange informational interviews by phone . Informational interviews allow you to find out what it ’ s really like to work in a particular industry , organization or city . As opposed to a job interview , in an informational interview you take the lead in asking the questions . Tap into PRSA members who work in areas you might be interested in , and ask if they can spare 30 minutes of their time for a phone conversation . ( They may be willing to talk by Skype or FaceTime as well .)
Plan a road trip .
It ’ s hard to beat the benefits of face-to-face interaction . Plan ahead for the time away and aim to visit your PRSA sponsor Chapter once a year . Carpool with other Chapter members to attend a PRSA luncheon or other event . Some Chapter ’ s Faculty Advisers have access to a school van and may be able to take a group as well . Ask the PRSA Chapter if some of your members also can volunteer at the event .
Don ’ t let distance stop you from building important relationships with your PRSA sponsor Chapter and its members . It can be done !
SPRING 2017
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