Salute - Fall Review 2003

]WSU Recognized At

PRSSA NationalsBy: Stacey Selleck

Stacey Selleck and Donna Gardner hold the “Best Newslet-ter Award” which was presented to WSU

When someonehears New Orleans,Louisiana, the first thing theythink about is Mardi Grasand Beads. Hundreds ofcollege students, however,had a different agenda whenvisiting the “Big Easy” in lateOctober.

Three students fromWayne State University’schapter of the PublicRelations Student Society ofAmerica (PRSSA) wereafforded the opportunity tojoin hundreds of otherstudents from around thenation to learn, network, andof course, have fun.Students were sponsored byThe Detroit Chapter ofPRSA, and the Departmentof Communication.

The PRSSANational Conference tookplace in a city full of history,culture, great food andsuperb music. PRSSA

called it a place where “Opportunity Meets Excellence,”and that’s exactly what happened. From seminars, tomotivational speakers, to socials, to an awardsceremony and a farewell breakfast, students couldn’thave asked for anything more. This was an invaluableopportunity for professional development.

Wayne State University (WSU) was nationallyrecognized at the awards ceremony the last night of theconference. Representatives from WSU were attendingthe dinner awards banquet, conversing with otherstudents at their table and enjoying some great down

SEE NATIONALS (page 8)

fall 2003fall 2003fall 2003fall 2003fall 2003

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[SALUTEsalutesalutesalutesalutesaluteIN THIS ISSUE

PRSSA NATION-ALSCOVER

CHRISTINALOVIO-GEORGE

IIPRSSA

PRESIDENT’SMESSAGE

IIIINTRODUCING

THE NEW PRSSAOFFICERS

IVCLASSIFIEDS

VIIDEPARTMENT

THANKSVIII

SHAUN WILSONSPEAKSIX

STUDENT LETTERX

DINNER WITHPRSAXI

PRSSAVOLUNTEERS

XII

s a l u t es a l u t es a l u t es a l u t es a l u t eSALUTE[ ] WSU PRSSA NOVEMBER 2003 I page 2

Christina Lovio-GeorgeInspirethinkcreatereach . . .

By Bridgette LaRose

Christina Lovio-George

...That is whatLovio-George Inc, aleading public relationsagency in Detroit, promiseseach of it clients. This isalso what Christina Lovio-George, founder,president, and CEO of thecompany, did for manyWSU students during aPRSSA meeting held theevening of October 8th.

Many publicrelations students took timefrom work, time away fromfamily, or simply skippedclass to hear Lovio-Georgespeak. Hearing this leadingpublic relationsprofessional speak wasdefinitely time well spent.No one could haveimagined that this womanwould inspire us in the waythat she did. She createdthis energy and magic thattransferred to all of us. Bythe end, some wereemotional, others wereawe-struck, but all of uswere excited and amazed.Lovio-George describedherself as once being aworking student. She isdefinitely a WSU alum! Asfor the 12 years sheworked during the day andwent to school at night,

she did more than just goto school—she went outand experienced theprofessional world as well.She admits that this was noteasy, yet she urges us to dothe same.When askedif she wasrequired to do“grunt work”in her earlydays, sheresponded byexplainingthat “gruntwork” isa c t u a l l yt e a m w o r kand everyonemust help outwith thatteamwork.Even today,as thepresident ofthe company,she runs copies and takesturns brewing the coffee.Lovio-George is acharismatic, enthusiastic,and accomplished woman,committed to her career,and more importantlycommitted to the city ofDetroit. She gave studentsinvaluable advicepertaining to the field of

public relations. She usesthe umbrella analogy whendescribing what publicrelations is: Like an umbrella, publicrelations “covers” research,

marketing, advertising,sociology, andanthropology. She alsodescribes public relationsas a “behavior” business.The ultimate goal is to getthe message of theorganization seen so thatbehavior changes. Sheclaims that branding theimage of an organization is

25% of what the publicrelations organization does.Public relations asks thequestion “What impactsbehavior?” She urges us toanswer this question.

Lovio-Georgesays that public relationsrequires “short, punchy,off-the-chair writing.” PRalso requires constantreading of newspapers andindustry publications.When readingpublications, she tells us toask ourselves why thearticle was written. Knowwhy a story becomes astory. She alsorecommends that publicrelations professionalsfigure out how we mightneutralize a negative storyor respond to it if wer e p r e s e n t e d t h a torganization.

She differentiatesbetween public relationsfirms and public relationswithin a corporation. Shesays that firms are offensiveand pro-active. Firms alsohave multiple clients. Theagency life is also differentbecause you never knowwhat each day will entail.

SEE LOVIO-GEORGE (page 7)


Greetings!Let me begin by welcoming everyone back

to school for the 2003-2004 school year. I hopethis semester is going well for each of you. If not,there is still time for academic improvement.

For many of you, graduation is just aroundthe corner. For others, I am sure you are workinghard to see that great day. Please, do not forgethow important experience will be when seekingemployment in public relations. If this is still aconcern for you, let PRSSA lend you a hand.

Getting involved in PRSSA provides greatopportunities to:

• View internship postings• Write articles for the Salute newsletter• Plan and coordinate special events• Meet public relations professionals• Attend informative meetings• Hear remarkable speakers• Become an officer• Form cool study groups• Have fun!

You have heard the saying, “Membershiphas its privileges.” Well, that is certainly the case with becoming a member of PRSSA. Donot miss this opportunity to enhance your pre-professional career.

So enjoy reading this edition of the Salute. Get to know the officers profiled in thisnewsletter, and have a great semester!

-Demetrius AndersonDemetrius AndersonDemetrius AndersonDemetrius AndersonDemetrius Anderson

Greetings From the PrezA Message From the PRSSA President


Meet the New PRSSA Officers

President Demetrius Anderson

Demetrius is a junior majoring in public relations. As a dedicated publicrelations professional, Demetrius launched his own agency, AndersonCommunications, nearly two years ago. Demetrius coordinates activities inmedia and community relations and special events planning for several non-profit clients. Additionally, Demetrius is interning with Pulte Homes, Inc. as apublic relations specialist. Demetrius believes that the key to success in anyprofession is diligence. His future plans include concentrating on developinghis business. Outside his professional career, Demetrius is the proud father ofRaena Elizabeth, his beautiful 8-month old daughter with wife Katrina.

Vice President Stacey Selleck

Stacey, a senior majoring in public relations, is returning to PRSSA afterserving as last year’s special events coordinator. As coordinator, Staceysuccessfully planned WSU PRSSA’s First Annual PRSSA Student & AlumniRecognition Luncheon, which brought more than 50 professionals to WSU’scampus. Currently, Stacey is interning in the Detroit Red Wing’s MarketingDepartment. She was a member of her high school’s student council whereshe was responsible for planning several special events including dancesand conferences. Stacey also worked on a fund-raising committee for anorganization that assists abused and battered women and children. Staceyalso represented Wayne State University at the PRSSA National Conventionthis past October in New Orleans.

Secretary Shana Williams

Shana, a senior majoring in public relations, plans to graduate this winter. Shecompleted an internship with Fox 2 News in the summer of 2002 and internedwith 105.9 WDTJ in the summer of 2003. Currently, Shana is a secretary atOak Park High School. She also put in 250 hours of volunteer work for Habitatfor Humanity during the summers of 1998 and 1999. Shana said that shejoined PRSSA for the educational programs it has to offer and is hoping tolearn more public relations “techniques” along the way. Outside of school andwork, Shana is the mother of a six-year-old son. Her interests include reading,shopping and interior design.

By Jennifer Gumm, Rosanne Militello, & Caroline Neuendorf


Donna Gardner Treasurer

Donna, a third-year student, is majoring in interdisciplinary studies and minoringin public relations. Donna found time in her busy schedule to start her owncompany, Flair Detroit, in March 2002 while working full time in the TechnologyTransfer office at Wayne State. Flair Detroit specializes in publicity forindependent record labels, DJ’s and producers. Donna has contributed hertime and talents to PRSSA by successfully carrying out the tedious and frustratingtask of budget proposals and submissions. Donna is also a member of theNational Trust for Historic Preservation. Outside of school, she lends her creativeeye to the art of photography.

J e n n i f e r G u m m Special Events Coordinator

Jen is a senior majoring in public relations. Her planned graduation date isMay of 2004. Jen has been very active in the PR world. She is currently interningfor John Bailey & Associates in Troy and recently completed an internship withThe Detroit Red Wings. Along with these demanding internships, Jen also holdsa managerial position at Sam’s Club in Roseville. Jen’s love in life is helpingand working with people, and these qualities helped her steer toward a PRdegree. She decided to run for an officer position to become more involvedand also to network with other professionals. In her spare time, Jen loves todraw, cuddle with her two kitties and also watch a Red Wings game or two.

Vence McBride Newsletter Editor

Vence is pursuing a career in the public relations field. Currently, he is theDirector of Graphic Design for Anderson Communications. Vence hasworked hand-in-hand with several local businesses. He has also beeninvolved in promotional work for an independent film-maker. Vence joinedPRSSA for the opportunity to network and get his name out in the public.Vence said he likes the variety the PR field has to offer. In the future, hehopes to start his own agency specializing in publicity and entertainment.

Rosanne Militello Assistant Editor

Rosanne is a senior majoring in public relations. She is very excited to be apart of PRSSA. Rosanne said she is looking forward to having an opportunityto network with other PR professionals and gaining experience along the way.Rosanne is an avid sports and Detroit Lions fan. She interned with WDFNSports Radio, 1130 AM in the winter of 2001 where she worked with her “idol”Bob Wojonowski, a sports columnist for the Detroit News. Rosanne hopes todo an internship with an agency in the winter. She plans to attend graduateschool this spring and pursue a career in teaching.

s a l u t es a l u t es a l u t es a l u t es a l u t eSALUTE[ WSU PRSSA NOVEMBER 2003 I page 6

Adam Hudson Internship Coordinator

A returning officer, Adam is a senior majoring in public relations. After almost10 years in college, Adam will graduate in the spring. He joked that he haschanged majors more than one changes underwear. Adam finally chosePublic Relations as his major because he likes the variety in the field. PublicRelations gives him the opportunity to be creative. Adam is returning to PRSSAafter serving as last year’s web designer. This year Adam will work closelywith Jack Lessenberry to seek out and publicize internship opportunities forPublic Relations majors. Adam also has completed freelance promotionswork for Hockeytown Café.

Malcolm Nelson III Publicity Coordinator

Malcolm, a recent transfer student, is a senior majoring in public relations.Malcolm received his associate’s degree in business and arts from HenryFord Community College in 2000. He will graduate from WSU with honors inthe spring. Until then, he is hoping to take advantage of internship possibilitiesalong the way. Malcolm’s background includes serving for the U.S. Navy foralmost ten years. He was also a police officer for the Wayne County Sheriff’sDepartment from 1996 to 1998. Malcolm is a member of the WSU chapterof Golden Key International Honor Society and Lambda Pi Eta NationalCommunication Association Honor Society. His future plans include attendingWSU’s law school and assuming the role and responsibility of public affairsofficer for the Wayne County Sheriff’s Department.

Peggy Fitzpatrick Speaker Cooridinator

Peggy is one of the few journalism majors to hold a position on the PRSSAcommittee. She can attribute much of her writing ability to the fact that shehas had several articles published in Wayne State’s The South End. Anotherhighlight to add to her senior year, is that she has completed two internships,the first being at the Detroit Radio Information Service (DRIS) as a productionintern, the second at Margo E. Williams’s public relations agency. Throughall her experience, the most important lesson Peggy has learned has beenthe importance of finding a career that you have a passion for. Along withbeing a jovial, outgoing person, she is an asset to the community with hervolunteer work. Not only did she work with the college program at King, Chavezand Parks high schools, but also as an on-air reader for the blind and visuallyimpaired.


L o v i o -George surprisedeach one of us withhow committed she isto the city of Detroit.She celebrates thecity. Not only is heroffice located in theheart of Midtown,she serves on manycommittees for thecity of Detroit. Shefounded hercompany 23 yearsago, in an ivory-covered building onForest and Third, ata time when mostbusinesses wereleaving Detroit. Shebelieves that we needto encouragetourism, welcomechange, and stand byour city. She asks usto take actionin andaround Midtown.Midtown is the heartof Detroit, locatedfrom I-94 to I-75 on

W o o d w a r d ,extending to Brushand Fourth Street.She made us want toexplore Detroit andsee it for more thanwhere we go toschool everyday.

Needless tosay, she got me! Shemade me want tofind out everything Ican about Detroit. Ileft that night on amission. I called myfriends, my mom,and my boyfriendtelling them aboutthis inspiring woman.Instead of moving toChicago, like Ipreviously planned, Ithink I’ll give Detroita chance. Yes,Christina LovioGeorge inspired usall. She deserves ourheartfelt thanks!

LOVIO-GEORGE From 2

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CLASSIFIEDS

Detroit Receiving Hospital is looking for a studentwilling and able to produce an employee newsletter,handle marketing and media relations and also planspecial events. This opportunity will begin in Januaryand entails 20 hrs a week, working around thestudent’s schedule. This internship focuses onproviding real-world PR experience. In addition, theinterns gain marketing experience, because thedepartment creates all the ad campaigns andbrochures for the hospital. This job pays $10/hr.Please contact or send your resume to:

Karen E. WoodPhone: (313) 745-8260Fax: (313) 966-7206

email: [email protected]

EMPLOYMENT

ANNOUNCEMENTS

PRSSA Holiday Reception &Clothing DriveWednesday, December 3, 20032:00 p.m.Japanese RoomManoogian Hall


home cooking, when to theirsurprise they heard “And theaward for Chapter Newsletter ofthe Year goes to Wayne StateUniversity.” PRSSA has over7,000 students in 227 chaptersacross the country and WayneState pulled through with shiningcolors. WSU was granted aplaque, and a monetary award togo toward the funding of thisyear’s newsletters.

The electronic newsletterreaches over 200 Detroit areaprofessionals, students andfaculty. “The students really workhard on that newsletter – fromwriting to design and layout. Itreally has put a face on ourchapter. I’m very proud of formerEditor Jason Clancy and all of thestudents who contribute regularlyto Salute,” said Dr. Shelly Najor,PRSSA faculty advisor.

Throughout the five-dayconference attendees weresurrounded by professionals fromevery angle of the public relationsfield. Students could attendbreakout sessions in every areapossible. The sessions ranged

N A T I O N A L S From FRONTfrom agency representatives, non-profit, sports entertainment, mediarelations, television entertainment,crisis communications, travel andtourism, law, internships, fundraising,community relations, corporate,ethics and diversity training.

During a breakout sessionMatt Shaw, Vice President, Councilof Public Relations Firms spoke tostudents about agency work. Shawsaid agency is a great starting pointin the field of public relations,because it gives you the opportunityto expose yourself to severalindustries. He also stressed theimportance of internships. “Everyinternship has transferablequalities…and relationships areeverything, they help you find a job,keep a job and get a better job,” saidShaw.

Students also had the chanceto network with members of thePublic Relations Society of America,the founding organization of PRSSA.There were different occasionswhere all students were shuttled fromtheir hotel over to PRSA’s hotel toattend parts of their international

conference that was being held thesame week the PRSSA studentswere there.

Students had the privilegeof hearing Mary Matalin andJames Carville, stars of HBO’stelevision show “K Street,” whospoke to the professionals andstudents about how work in publicrelations is like a movie, there is aset up, a conflict and a resolution.Carville said that you also have tobe willing to take on the negativeof situations and work hard to turnthem around.

Students were alsoshuttled over again early Mondaymorning for a “Rise and Shine”coffee break with PRSAprofessionals. This was a treat forthe students because they had timeto mingle with professionals andask them questions about the futureand the business, and theprofessionals were more thenwilling to offer their knowledgeand advice.

If you are interested inreceiving Wayne State’s nationallyawarded newsletter Salute,please e-mail the chapter [email protected].

The Department of Communication wishes to thank all those students in Dr.Najor’s COM 4170 Public Relations Writing course who graciously conductedtelemarketing as a fundraising effort for the Department. This effort was a

request from the University. Thanks for spending your evening with the “phone toear !”

EXTRA! EXTRA!


Shaun WilsonNetworking Is KeyGUEST SPEAKER

Shaun Wilson is a walkingPR textbook! With one exception—he brings it to life and makes youwant to keep turning the pages. Oh,and he tells you all the little secrets.

On October 15, 2003Shaun Wilson, of WilsonBowensPublic Relations & Marketing, spokeat our October PRSSA meeting toa crowded room of students aboutthe “ins and outs” of public relations.

One of the key points thathe pounded into our minds was theneed to network in the field of publicrelations. According to Wilson, “It’sthe biggest asset of public relationsprofessionals, yet it’s not taught intextbooks.” Wilson also stated,“Who you know will greatly impactyour success.”

Wilson reinforced the ideaof networking to the audience bytelling us to “know people.” In thePR field it is important to establishpersonal, yet professionalrelationships with journalists, clients,and bosses. Know their names!Remember the content of previousconversations. This establishes aconnection that may lead to amutually beneficial, and friendlyrelationship.

Wilson also urged us to bea “sponge for information.” He

By Rebecca Lee &Bridgette LaRose

Shaun Wilson addressesPRSSA

implored us to read newspapers onthe local and national levels. He alsostressed the importance of knowing“who’s who” in the media. It is alsoimperative to know the journalists’style, their likes and dislikes.Basically, know what they writeabout!

Another key point thatWilson told us is that there are twosides to every story. When reading anewspaper article, ask yourself “Howdid this make it to the paper?”According to Wilson, “If somethingnegative is being conveyed in anewspaper about one of your clients,you need to RESPOND.” He alsosaid that the response is not always adirect approach.

Wilson made a profoundstatement. He said that PR practionershave to act as counsel to their clients.According to Wilson, “Don’t beafraid to tell your client that he or sheis heading in a direction that is not inthe company’s best interest.” Wilsonstated that his firm must protect theirclients—even from themselves!

Wilson also stressed his ten-pointplan for PR students:

1. Write, Write, Write: Youwill be judged on your writing skills.

This includes writinggrammatically correct emails.

2. Be prepared to gothrough certain steps:

a. Entry levels jobsare not always glamorous.

b. Be the “go get it”person, from getting coffee tocutting clips

3. Learn how to use office equipment, such as a fax machine. Practice proper office etiquette.

SEE WILSON (page )

Dear Ms. Lovio-George,

You recently were the guest speaker at a PRSSA meeting I attended at Wayne State

University. I felt compelled to write you and tell you what an impact you had on me. As I sat in

the second row, I know you could see the changing expressions on my face at the turn of each new

subject you discussed. I was captivated. Your personal struggles of graduation and career advancement

relate to my own experiences, yet I was in awe of your achievements.

I am a newcomer to Michigan, and brought with me my own thoughts and impressions of

the area, especially Detroit. However, when you spoke of this being your hometown, I cannot

imagine how anyone could ever get the impressions of the people or history that I had in my mind.

Your passion for this place really came through in your speech. Never have I seen such charisma and

determination emulate from one person about the revitalization of this city. People around me were

literally charged with emotion, pride, and a renewed sense of hope for the future of business in the

downtown area. You instantly became one of the most impressive speakers I have ever seen. Your

persuasive speaking skills are amazing. I can only say in conclusion, that the bar of what I envisioned

public relations to be has just been raised. Thank you for a positive experience, and a lesson in

charisma.

PRSSA Student Appreciate Detroit’s TopSpeakers

Sincerely, -Your Biggest Fan

Public Relations Gets a Little PR



WILSON From 9

4. Find a good role modelin the field of public relations anddevelop your career goal.

5. Get involved in variousorganizations; become a person whois recognized in the community.Network, Network, Network.PRSSA is a very good start.

6. Be dedicated to your job24 hours a day.

7. Know who the keypeople are in the industry in whichyou operate.

8. Dress to impress. Again,dress to impress. Again, dress toimpress!

9. Read the paper, watchthe news — it’s important to knowwhat’s going on, especially in thelocal area.

10. Have Fun!

Wilson also stated how importantit is to use technology as a tool inpublic relations. According toWilson, “Technology is the tool forthe practioner. Today, emailnewswire, blast fax, and even basictools, such as the printer and copierare necessary tools for the practice.”

Wilson urged the students touse these tools. “Be in the media’sface,” Wilson said. “In PR you areunder pressure to sell your story.”These skills and many more helpagencies and account executiveseffectively work in the field of publicrelations.

By: Stacey SelleckIn light of a generous sponsorship from General Motors three lucky

PRSSA students were given the opportunity to be guests at PRSA DetroitChapter’s Annual Meeting at the Detroit Yacht Club on Belle Isle. Withmore than 180 professionals in attendance the students were able to spendthe evening networking with folks from all over the Detroit area.

“The atmosphere of the PRSA annual dinner was certainly enjoyable!Not only was this event entertaining, informative and a perfect resource formaking contacts, but also it reinforced my commitment to the professionand to the WSU PRSSA Chapter,”said Demetrius Anderson, PRSSA’sWayne State Chapter President.

Mary Henige, PRSA Detroit’s President, WSU’s PRSSAprofessional advisor and the person who made it possible for the studentsto attend remarked, “I think it’s important for students to be part of somethinglike this, and it will benefit their future.”

A special thank you goes out to General Motors, Mary Henige andall members of the PRSA Detroit Chapter for allowing students to be partof this event and giving them an opportunity to catch a glimpse of what toexpect in their future.

Demetrius Anderson and Mary Henige wine and dineat the PRSA dinner.

PRSSA Students MingleWith Professionals


WSU’s PRSSA studentsstepped out into the communityMon., November 10 to help seniorcitizens and residents of homelessshelters prepare for flu season at theannual Big Shot event hosted by theDetroit Medical Center (DMC).

The event provides freeinfluenza vaccinations to seniorcitizens and homeless people at tenclinics andhomeless sheltersthroughout Detroit.PRSSA studentswere responsiblefor assisting patientswith registrationand ensuring thatpatients did nothave any adverseeffects to the shotbefore leaving.

T i mBeaker, a PRSSAm e m b e r ,volunteered at theWest DavidsonCenter. “I wantedto do something tohelp thecommunity,” hesaid. It was a good opportunity forme to get involved.”

Another PRSSA volunteer,Krystal Miller was nervous beforeshe volunteered, but felt differentlyafter her experience at the DelrayUnited Action Council Senior Center.

PRSSA Students Help Big ShotsBy Jennifer Gumm

“The friendly, warm atmospheremotivated me to want to volunteeragain.”

Persons over the age of 50and residents of nursing homes,chronic care facilities and homelessshelters are considered high risk ofcatching the flu. The Big Shot eventaims to prevent some of the dramatic

effects the flu can have on these highrisk people.

Tiffany M. Tolbert, AssistantAccount Executive at SeyferthSpaulding Tennyson Inc. thatrepresents the DMC, coordinated

the event that provided more than 400flu shots to the community.

“I really appreciated the helpof the PRSSA students. They wereon the front line for me and with theirhelp, the program was a success,”said Tolbert.

A $500 donation was givenon behalf of Seyferth SpauldingTennyson Inc. to the PRSSA for their

help with theevent.

SuzanneKaniewski, amember ofPRSSA, helpeds e r v erefreshments atthe Coalition onT e m p o r a r yShelter location.“I personally liketo be involved inthe communityand I like to helpout,” she said.

T h eprogram, in itsthird year, waspartnered by TheDetroit Medical

Center, the Southeast MichiganWeapons of Mass Destruction andBio-terriorism PreparednessConsortium (Special VolunteerProject Grant), McDonald’sCorporation, and other DMCcommunity partners.

In The Community

A Big Shots worker delivers a flu shot to a senior citizen.

Salute - Fall Review 2003

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