This article about PR Lab, Boston University’s student run PR agency and other programs like it hits on an important element in this profession — real world experience outside of the classroom. Students participating in these programs are learning the “ins and outs” of the PR profession before they secure a job interview, let alone their first client meeting.
“Founded in 1978, PR Lab (it was called PR Planners until 1999) is open to BU College of Communication undergraduate and graduate students, who get academic credit for their work. The firm has 35 students (including six account managers) and 16 clients this semester. It’s led by Peter Morrissey, associate professor of PR at BU College of Communication and founder, president, and CEO of Morrissey & Co.
“I try to replicate a real agency,” Morrissey says. “Students understand how to track time… manage clients, and deliver on programs. They get a good sense of accountability.”
In a profession that is facing new (and exciting) challenges each day and a longer list of core competencies as the information and news worlds evolve, this type of “learn as you experience it” training seems more valuable than ever.