A Semi-Annual Newsletter Issue No. 5 | Spring 2014

U N I V E R S I T Y O F C E N T R A L M I S S O U R I

News and alumni updates from the University of Central Missouri Public Relations Program

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Three generations of excellenceRoxann Kinkade ’89A 1981 UCM public relations graduate, Roxann Kinkade is the director of media relations and public affairs at Pinnacle Entertainment, Inc. She served Ameristar Casinos for more than 10 years prior to its acquisition by Pinnacle Entertainment.

You had the recent opportunity to employ two generations of UCM public relations graduates, Celeste (Wilson) Burks and Cara Mahon. Describe for us what it was like to have them work for you.

Both young women brought an incredibly strong work ethic and were well-prepared by UCM to jump right in and make a difference for our Company. There is something very special about knowing that the instructors at your alma mater understand how rapidly public relations is evolving and are able to keep their students ahead of the curve.

Can you tell us what drove Celeste’s application to the top of your list?

I will admit that seeing University of Central Missouri makes me pull a resume to the top, but Celeste earned an interview by being the first applicant, out of hundreds from well-respected journalism schools, to pass the writing and editing exam. I remember asking her what she enjoyed most about her sorority, and she told me that she loved motivating her sisters to volunteer for charitable causes. I almost offered her the job on the spot.

Are there any areas in which UCM PR graduates seem especially prepared?

They come knowing how to write accurately and in styles appropriate for print, web, social media and broadcasting. They understand all things digital and know how to communicate through social channels. They understand communication theory and can change perceptions and behaviors through strategic communications.

I think UCM’s cadre of instructors are staying abreast of the changes in the profession and have a sound understanding of what roles their students will be filling in the work world.

What advice do you have for the UCM PR program and for its future graduates?

If you love public relations, stick with it and be patient. It may take a year or two

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UCM PUBLIC RELATIONS | “Developing PR professionals who take a public-focused approach to results-driven strategic communication.”

Intern successStudents benefit from real-world successes Page 3

Doing goodCapstone students partner with Foundation Page 5

You can helpYour support can make a real difference Page 7

CertificationUCM PR applies for CEPR Page 5

engagesucceed

network

Kinkade (continued)

Generations of excellenceCeleste (Wilson) Burks ’05

Cara Mahon ’11

to land your first entry-level position, but in the meantime, volunteer, volunteer, volunteer.

I spent several years working part-time while raising my children, but during that time, I volunteered to help my church, my children’s school and my junior service league achieve their objectives through communication. The Ameristar director who hired me said she did so because of my volunteer work. Adding that if I practiced my craft for free, out of the goodness of my heart, she could only imagine how hard I would work in a paid position

What is the secret to a long and successful PR career with one employer?

I have tried to be flexible and collaborative. And volunteering is very important; I love knowing our team members make a difference in their communities.

Mentors are dear to me. Mrs. Frances Engelbrecht, also a UCM graduate, was my high school English teacher and the person who encouraged me to attend UCM. Another was the person who hired me at Ameristar, Kathy Callahan. I would not have had this successful career without the love and support of my mentors.

Describe how you feel about your alma mater.

My college experience was magical. I grew up in a small farming community; UCM opened up the world to me. My professors wanted me to succeed, and they held me to such a high standard. It’s the standard I have come to expect from its graduates today.

Are you interested in further applications from UCM PR graduates?

Of course. Pinnacle Entertainment is a growing company, and especially for someone who is willing to relocate, there are often positions available. ¢

A 2005 graduate, Celeste began with Ameristar as a communications coordinator and was recently promoted to internal communications & engagement manager at Ameristar Casinos.

I had looked for a position for eight months before I found the position at Ameristar on the UCM career site. I applied and got a first interview and then had to take a writing test. I prepared for this by studying my AP stylebook and looking over materials that I had from college courses. I passed the writing test and got a third interview with Roxann Kinkade.

Since I was right out of college, I didn’t have a lot of experience in public relations. I talked about my internship at Worlds of Fun and my experience as philanthropy chair in my sorority, Alpha Omicron Pi. I was offered the job and never looked back.

I feel like UCM prepared me to be professional and know how to network with others. Like any field, you get better as you practice it. The basics that I learned at UCM helped me become a better professional today. The public relations field is ever changing, but the basics of PR are the same.

I am very fortunate to have worked with leaders in my career who believe in me and respect my abilities. It is because of those around me that I continue to be successful.

Upon entering the working world at Ameristar, Roxann helped me realize that we are all just people trying to be successful. It doesn’t matter if you are the leader in charge or the person following, you matter. ¢

A 2011 graduate, Cara began her career as the corporate social media coordinator for Ameristar Casinos, Inc. In 2013, Cara opted to accept a position as digital marketing specialist at Associated Wholesale Grocers instead of relocating to Nevada with Pinnacle.

I really value my hands-on UCM education. My position at Ameristar was focused on social media, so I was lucky I had enrolled in the program’s first ever social media class. It gave me a ton of resources and knowledge. My crisis communications class was also a helpful elective, as much of my work focused around customer satisfaction and preventing crises from escalating.

Writing is something I do every day, and I felt very prepared. It was tough receiving critical feedback in my writing and editing

classes, but those lessons stuck with me. Finally, my overall professionalism was greatly shaped by the feedback and practice of real life situations that we mocked in class.

Thanks to UCM PR, I got my foot in the door at Ameristar, which was a great growing opportunity under the mentorship of Roxann and Celeste. The hardest part of switching employers was saying goodbye to working with them each day, but I’m so thankful for the connection we made.

My best advice is to never be afraid to network, especially with UCM PR alums. It’s a big friendly family out there. Also, have confidence in your skills that you develop in class and internships. Beginning as a shy PR freshman, I never realized my potential and how prepared I was for the real world until I was finally in it. ¢

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Students successfully convert internships to full-time positionsEvery program graduate is able to refer to at least one successful internship experience that took place outside the university. The UCM PR curriculum requires this as part of the program’s commitment to real-world application of classroom learning, student networking skills and valuable professional development. An exciting program trend is led by the students themselves as they keep converting their internships into full-time positions. Recent graduates Hannah Rhoad and Sydney Swinicki are two who did just that.

Hannah Rhoad ’13I had an internship with Callis in the

summer of 2013. I really enjoyed the atmosphere and enjoyed the projects I had the opportunity to work on. Toward the end of the internship, President Cliff Callis asked what I wanted to do after I graduated and I told him I hoped to have a job. He asked if I would be interested in a job at Callis as an account coordinator once I graduated.

“We could tell early on that Hannah was very well prepared for her internship,” added Callis. “She just seemed to pick up on things very quickly. We believe working in UCM’s student PR firm helped her understand how agencies operate.

But more than that, Hannah is very driven and she worked hard, asked lots of questions and complemented others in our organization.”

Internships are extremely valuable. Before I had my internship at Callis, I worked in the UCM athletics department and in Innovative PR. Not only do internships give you the experience needed, but they help you decide what sector of public relations you really want to go into. So does working in IPR.

Knowing how to interact with clients has been a great help. With the PR program at UCM we worked with clients from our second class to the last. Learning how to think big picture and knowing how

to put together campaigns has helped with overall writing and putting together proposals.

Understanding budgets, percentages and timelines are as important as the writing skills. It is great that the PR program now has the business class to help understand the business side. ¢

Sydney Swinicki ’13When I started as the Public Relations

assistant at JMA, it was a brand new position to the company. When I completed my internship after 16 weeks in the summer, the work I was doing became an essential part of the company. Although my internship was over, there was a new demand for what I did.

I was the first to perform internal communications, social media, graphic design, and many other communication functions. Although they could have hired someone else to continue those functions, the key people simply wanted to give me the opportunity to keep learning and growing alongside the company.

JMA Director, Sales & Marketing Kim Runchy agreed: “I have been impressed with her knowledge and willingness to expand. She has brought new ideas into

the company that was needing a fresh perspective.”

Going to work for a new company and trying to figure out your identity within the culture of that organization is a completely unique life experience. Being detail-oriented and a highly analytical person played a large role in my success. I learned to ask questions ... not a lot of questions, but the right questions. I think the cohesion and overall vision of my ideas was seen as my value add because I was never afraid to ask what the goal was

before I started a project.

My best advice is to think outside of the box. The world of internships has become so competitive because real-world work experience is the new expectation for students and graduates. I learned so much more about business and the corporate culture working internally for a privately held, locally owned small business.

The UCM PR program offers personal relationships with faculty, real-world and hands-on experience with clients, peer mentorship, and leadership opportunities. Don’t be afraid to reach out to professors and ask, “how will this assignment specifically prepare me for my career?” Coursework is overwhelming sometimes, but taking a step back and understanding the purpose behind your work helps put everything for your future into perspective. ¢

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Class client converted to internship opportunityNot only does the UCM PR program’s commitment to education excellence include internship requirements, but some major classes such as Writing & Editing for Public Relations also position students to serve their own clients. It’s not all that unusual for a student to perform well enough that they successfully convert their class clients into internship mentors or providers. Recent graduate Elissa Huck did just that with Saint Luke’s Hospital.

When I was a freshman in Dr. Horn’s Writing & Editing for PR class, I had the opportunity to work with St. Luke’s Senior Media Relations Specialist Megan Donovan for my class project. Megan always got back to me in a timely fashion, and we maintained consistent communication via email. She helped a lot with my writing projects and always gave me helpful revisions and feedback.

At the end of the client project, I emailed Megan thanking her for working with me throughout the semester, and I told her how her prompt responses and feedback helped me further develop my writing skills as an aspiring PR professional.

To my “thank you” email, Megan responded asking if I would be interested in a summer internship with St. Luke’s

Marketing and Communications Department. She said she was very impressed with my writing abilities, and she believed the internship experience would greatly benefit both the hospital and me. I interned there during the Summer of 2013, and it was a great experience.

Huck’s internship supervisor, Senior Marketing Project Manager Rebecca Largent, was impressed with her skills: “Elissa’s writing skills and autonomy were superb in comparison to the other interns we have had in our office recently. Elissa worked seamlessly with everyone in our small department, making quite an impact during her time here. She was able to take on variety of tasks and follow them through to completion with little guidance. For her projects, Elissa produced a very high level of work in terms of quality. I

received a number of compliments from other coworkers in the department who were as equally impressed with her work as I was.”

I still keep in contact with some of my supervisors, and they are helping me network as I try to find a full-time job after I graduate. ¢

Internship proves ROI Katelyn Doyle spent the summer of 2013 interning with Blue Microphones in Westlake Village, California. The ROI of her efforts just keeps on coming. She recently landed another internship with Trozzolo Communications Group in Kansas City.

First, I started as a social media intern at an amazing shoe company out of Los Angeles. After two weeks of what seemed to be a dream internship, my supervisor was laid off and in turn all of her interns were too. Getting “laid off” from an unpaid internship was definitely a unique experience. Two days later I started at Blue Microphones. It was a miracle.

My main job was to write pitches for holiday gift guides. Basically, we wanted our microphones to be featured in the “What to buy your man for Christmas” sections of magazines. I knew nothing about microphones, so it was really exciting learning about the technology

industry and then pitching a specific product to anyone from my grandma (AARP magazine) to the smartest tech masters out there.

“Her work ethic and her level of dedication and attention to the job stood out.”

- Supervisor Hillary Money

I sent out more than a hundred pitches and six media outlets picked them up, including Men’s Health, the largest men’s publication in the United States. We calculated that my pitches garnered nearly 3.5 million (3,495,970) gross impressions.

I think the best thing an intern can do is be hungry and hardworking. It’s important to want to learn everything you can and work hard to do your best. Also, do not be discouraged if you don’t love every aspect of your internship. The point of an internship is to learn. Sometimes I felt guilty for not wanting to go to work every day, but then I realized that was the whole point: to learn what I didn’t want to do. ¢

create a branded planned giving campaign by utilizing the current logo and adding our own little twist, thus creating Hatch's Heroes. Working with an organization that is fighting so strongly for something that Jim and Amy Jo have a personal connection with and truly believe in was invigorating. We truly felt as though we were working toward the greater good of these children fighting pediatric cancer, as well as their families. The experience that I have gained through creating this campaign and working with the Austin Hatcher Foundation is an experience that I will cherish forever.”

Mark Osmundson, director, marketing & sponsor relations for the Austin Hatcher Foundation, traveled to the UCM campus to attend the students’ final campaign proposal presentations. “Thank you for providing the Austin Hatcher Foundation with the opportunity to benefit from your students’ PR projects. I came away with a great appreciation for what you are doing and for how the students are challenged to succeed. I’m certain that there are elements from each presentation that we can put into action.”

For more information about the Austin Hatcher Foundation, visit www.hatcherfoundation.org. ¢

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Students serve the Austin Hatcher Foundation for Pediatric Cancer

UCM public relations students willingly serve others. Come spring 2014, the capstone PR Campaigns students rallied behind the Austin Hatcher Foundation for Pediatric Cancer based in Chattanooga, Tennessee. Their goal was to plan and launch an annual and planned giving program.

The students partnered with the Foundation at a pivotal point in its growth and ability to serve others. The effort was of special import in light of growing demands for the Foundation’s services that parallel the increasing rate of survival of children with cancer, currently at or more than 80 percent. To augment its impact in the lives of children with cancer and the families that love them, the Foundation needed an additional relatively stable source of funding. The UCM PR campaigns students got it well on its way to that new source of stability.

According to Chelsea Mudd, who contributed to the project, “Working with the Austin Hatcher Foundation was an amazing opportunity that allowed us to gain insight on what it is like to work with a national client. I am now more comfortable with my abilities and feel prepared to enter the workforce.”

Student Brittanie Hill agreed, “Working with the Austin Hatcher Foundation for Pediatric Cancer has been a true privilege. Jim, Amy Jo and Mark were all a pleasure to work with, and their trust in our team as we formed a planned giving campaign for the Foundation was commendable! My group, uPRise Connections, chose to

The project team: 1st row: Grace Hensley, Chelsea Mudd, Elissa Huck, Jessica Switzer2nd row: Alaina Winship, Carly Franzoi, Shelby Wells, Jeremy Noble, Mark Osmundson (with the Foundation).

National program certification process underway

The Certification in Education for Public Relations program offers universities the opportunity to have an outside evaluation team review and endorse academic programs for meeting industry standards in public relations education.

The UCM PR program applied to be the 38th nationally certified program serving public relations students. A formal application was filed in fall 2012 for Certification of Education in Public Relations (CEPR) with the Public Relations Society of America, and a site visit took place in fall 2013.

“The review process went well and I am confident our curriculum and commitment to student learning and engagement will measure up to CEPR standards,” said Tricia Hansen-Horn, program coordinator. “Our curriculum is closely aligned with the recommendations of the Commission on Public Relations Education and we even have an elective Industry Practices concentration that positions students in the ‘heart’ of business knowledge that they need to sit at the policy making tables.”

Final announcement of program CEPR is scheduled for October 2014. Conferring of CEPR would take place at the national PRSSA conference in Washington, D.C.

For more information about the certification process, visit www.prssa.org/about/Certification. ¢

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1) IPR’s Ana Guzman & Jessica Smith assist with Something to Eat.

2) The Something to Eat Innovative PR team poses after delivering its final client report: Jackie Meade, Jonathan Haile, Amanda Moore, Ana Guzman, & Jeremy Noble.

3) Graduates John Peterson & Dani Myers volunteer for promo photo.

4) PRSSA attends Kansas City Royals game: Associate Professor Tom Heapes, Devin Renee Negrete, Brooklyn Lutz, & Kristina Keeling.

5) PRSSA hosts Sporting KC’s Kurt Austin.

6) PRSSA learns from AEG’s Shani Tate.

7) Students use the newly remodeled PR suite to script Provost’s undecided majors promo video: John Peterson & Dani Myers.

8) Innovative PR puts on another successful #teamUCM event: Jackie Meade, Amanda Moore, Ana Guzman, & Jessica Smith.

9) UCM PR faculty engage in strategic planning: Jenn Mullins, Tom Heapes, & Adam Horn.

10) Graduate John Peterson used a visual vita to secure employment with KC-based Barkley. ¢

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Faculty milestonesTricia Hansen-Horn, professor and public relations program coordinator at the University of Central Missouri, co-authored Strategic Planning for Public Relations: Beginning the Journey (2014) with Adam Horn, assistant professor at the University of Central Missouri. ¢

http://ucmprprogram.wordpress.com/

@ucm_pr_program

http://tinyurl.com/UCMPR

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It’s all about networking

Throughout this issue, we examined how networking can significantly impact your career. We encourage all alumni to get involved and get engaged in our digital networking opportunities:

www.ucminnovativepr.com

@ucminnovativepr ¢

Your support is neededPeople often assume that state dollars cover the expense to operate a public university.

Not so. Every year thousands of generous donors help support the UCM Foundation of Central Missouri. Their gifts are processed through the UCM Foundation, a nonprofit and IRS-authorized 501(c)(3) charitable organization.

In keeping with its mission to raise and manage private support for the University of Central Missouri, the UCM Foundation makes each gift count. It does this first by securing contributions, and then by ensuring gifts benefit the specific areas donors designate or help to finance the university’s greatest needs.

UCM has earned the GuideStar Silver Exchange Seal, the leading symbol of accountability in the nonprofit world. Guidestar serves to legitimize nonprofits and is a valuable source of information to potential donors and grantors. If you are thinking about donating to us – and we are incredibly grateful – rest assured that we value responsibility, transparency and accountability with the funds entrusted to us.

Your direct support makes it possible for the University of Central Missouri Public Relations program to provide strong academic programs and the quality learning experience that positions our students for career success. You can earmark your donation to either Programming or Scholarships. We will acknowledge donors in our annual report and website based on their annual giving levels:

u Bronze - $0 - $249

u Silver - $250- $499

u Gold - $500 - $999

u Platinum - $1,000 & more

3 easy ways you can give:1) To donate by check, complete the form below and mail it with your check payable

to UCM Public Relations Program Fund or UCM Public Relations Scholarship Fund to UCM Foundation Office, Smiser Alumni Center, RE: PR Program Funds, Warrensburg, MO 64093.

2) To donate by credit card, visit http://tinyurl.com/UCMPRgive and complete the online form. When asked for the designation for your funds, select from UCM Public Relations Program Fund or UCM Public Relations Scholarship Fund.

3) To discuss legacy or planned giving, call the UCM Foundation office at 660.543.8000 or 866.752.7257 or send an email to giving@ucmo.edu.

Donation formName of donor: _____________________________________________________________________________________

Contact name (if different): _______________________________________________________________________

Address _____________________________________________________________________________________________

City/State/Zip ______________________________________________________________________________________

Phone __________________________________Email ______________________________________________________

Amount: $ ____________________________________

Designation: o Program Fund o Scholarship Fund

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publicrelationsprogram @ucmo.edu

www.ucmo.edu/pr

Dept of Communication & SociologyMartin 132Warrensburg MO 64093

RETURN SERVICE REQUESTED

University of Central Missouri Public Relations ProgramDept of Communication & SociologyMartin 132Warrensburg MO 64093

We welcome your feedback and submissions! Contact:

Dr. Tricia Hansen-HornProgram Coordinator660.543.8635hansen-horn@ucmo.edu

www.ucmo.edu/prwww.ucmprprogram.wordpress.com

UPDATE YOUR CONTACT INFOGo to www.ucmo.edu/alumni and select ADDRESS UPDATE under the [KEEP IN TOUCH] heading.

In this issueThree generations of excellence ........................................................... page 1

Students successfully convert internships to full-time positions ...... page 3

Class client converted to internship opportunity ................................. page 4

Internship proves ROI ........................................................................... page 4

Students serve the Austin Hatcher Foundation

for Pediatric Cancer ................................................................. page 5

National program certification process underway ............................... page 5

UCM PR on the move ............................................................................ page 6

Your support is needed ......................................................................... page 7

It’s all about networking ....................................................................... page 7