By: Joey Olek Photo courtesy of James Madison University There is so much more to professional sports than just the coaches, athletes, workouts, competition, etc. The behind the scenes of how these athletes have to communicate with fans, reporters, sponsors, and the general public on a daily basis is not commonly talked about. We understand that these athletes train hard to be the best at what they do and acknowledge that is what they signed up for, but what we do not realize

By: Lauren Marks Photo Courtesy of Pexels On August 9, 2024, IBM published an article explaining what artificial intelligence is and introducing the technology that would continue to grow rapidly. IBM defines artificial intelligence as “technology that enables computers and machines to simulate human learning, comprehension, problem-solving, decision-making, creativity, and autonomy”. Artificial Intelligence: Replicating the Human Mind One of AI’s growing roles is to mimic so

By: Quinn Odeneal Photo Courtesy of Pixabay In our society today, brands and businesses have the ability to reach their desired clientele with a few clicks, but is this the best way to make a true connection? Each day internet users are faced with tens, if not hundreds, of digital ads that are prescribed to them through a series of complex data, but this doesn’t always leave a meaningful imprint. These digital strategies feel impersonal despite their wide reach and consumers

By: Sophie Patch Photo Courtesy of JMU Stock Photos When someone asks, “What do you do?” it can be tempting to say, “I’m just a student.” After all, you may not have years of professional experience, a full-time job, or an impressive list of accomplishments yet. But being a student doesn't mean you lack experience. In fact, college is often where you begin developing the skills, perspectives, and experiences that will shape your career. The problem is that students often unde

Photo Courtsey of Hien Bui on Los Angeles Times Scroll online for 15 seconds, and you will pass dozens of posts, including ads, brand content, influencers, news, and even more. None of the content is necessarily bad, but it is all competing for the same thing: attention. In today’s media environment, the challenge is not just creating good content; it is getting anyone to notice it. Today, attention is a limited resource, or currency, wielded by the online audience; thus, a

Photo Courtesy of Startup Stock on Pexels Experiencing a crisis is an inevitable occurrence within an organization. It’s important to handle crises transparently and honestly. Instead of viewing a crisis as a negative, it’s essential to view it as an opportunity for growth and change. Crises don't have to be synonymous with a brand’s reputation. In public relations, it is not about trying to avoid crises, but rather about how the organization responds to the crisis and how th

Photo courtesy of JMU Stock Photos The search for internships can be draining. Even with a strong resume, a polished cover letter and relevant experience, it feels like that is never enough. The recurring “unfortunately…” emails seem to flood both my inbox and my mind. As the semester comes to a close, time can feel like it is running out. Not knowing your summer career plans can be uncomfortable, alarming and overwhelming. Staying Motivated Through the Process It is easy to

Photo Courtesy of William Fortunado on Pexels There’s only so much you can actually learn about PR sitting in a classroom. Concepts like audience targeting, messaging, and brand voice are essential, but they don’t fully come to life until you’re working with real clients, real deadlines, and real expectations. That’s where student-run firms make all the difference. Working in a student-run PR firm bridges the gap between classroom theory and professional practice. It challeng

Photo courtesy of cottonbro studio on Pexels Public relations is often associated with messaging, media outreach and strategy, but one element that is sometimes overlooked is design. While strong messaging is essential, the way that message is presented visually can determine whether a campaign succeeds or gets ignored. In today’s fast-paced digital environment, good design is not just an addition to PR — it is a key driver of effectiveness. Design plays a critical role in ca

Photo courtesy of JMU Stock Photos The search for internships can be draining. Even with a strong resume, a polished cover letter and relevant experience, it feels like that is never enough. The recurring “unfortunately…” emails seem to flood both my inbox and my mind. As the semester comes to a close, time can feel like it is running out. Not knowing your summer career plans can be uncomfortable, alarming and overwhelming. Staying Motivated Through the Process It is easy to

Photo Courtsey of Storyblocks Marketing impacts a brand by building awareness and driving revenue. Public relations, advertising, and branding are some of the most important aspects when it comes to marketing. However, product packaging is just as significant in creating brand awareness. ​ Picture yourself walking down a hair care aisle at a store like Walmart or Target. You’re looking to purchase a new shampoo and conditioner. What catches your attention? It may be the color

Photo Courtesy of KaBoomPics on Pexels Resume vs. Cover Letter Today's job market is harder than ever, and it is as important as ever to showcase your best self on job applications. Do you know the difference between a cover letter and a resume? A resume is a formatted list, with bullet points, including experience, skills, and education. A cover letter gives applicants the unique opportunity to write a personalized letter to the hiring team. On a cover letter, applicants sho

Photo Courtesy of Meg Rooney Normally, we think of communication as sharing information, however stories are what stick with us and make us feel something. In public relations, it’s important to accurately state facts and data, but storytelling is what transforms that information into meaningful communication to bridge the gap between companies and stakeholders. For JMU students, mastering the art of storytelling can take their communication to the next level and help them sh

Photo Courtesy of Kindel Media As the use of social media continues to rise and establish itself as a vital part of public relations, the interactions between a brand and their audience are consistently shifting. With this, audiences are fed social media content from brands every day, making it hard for companies to stand out in a saturated space. Here is where authenticity comes in. By developing a content platform based on transparency and honesty, brands are able to create

Photo Courtesy of JMU Stock Photos Studying abroad is more than just an opportunity to travel, it’s a transformative experience that can shape your personal growth and professional trajectory. While many students think of studying abroad as a chance to see new places and immerse themselves in a different culture, the benefits extend far beyond sightseeing. In fact, spending a semester or a year abroad can give your career a serious boost. Building Global Competence During my

Photo courtesy of Markus Wrinkler on Unsplash Women across the globe are still fighting for equality in 2026. According to UN Women, 137 women and girls are killed by intimate partners or family members every day , 4 million girls fall victim to female genital mutilation globally, and only 64% of women worldwide hold the same legal rights as men. Women everywhere face physical violence, systemic inequality, sexual abuse, and everyday sexism. Justice for gender equality rema

Photo courtesy of Nahrizul Kadri on Unsplash From content creation to data analysis, the use of AI tools are becoming more common in many industries, including public relations. While understanding how to use these tools is becoming increasingly important, AI-generated content should not replace the human skills that are essential to the field. It is important to know and experiment with the potential of AI as a tool. When used correctly, it can actually aid the public relati

Photo Courtesy of Rebrand Cities on Pexels We often think of communication as the words we say, but some of the most powerful messages are expressed without speaking at all. While public relations focuses heavily on messaging, how that message is delivered can be just as important as the words themselves. Understanding these signals, known as nonverbal communication, is essential for PR professionals to communicate effectively and influence how audiences perceive a message. W

Photo Courtesy of University Career Fair by Rachel Holderman Cold emailing or messaging a potential employer, client, or LinkedIn connection can feel intimidating. Reaching out to someone you have never met and summarizing who you are, what you can offer, and why someone should hire you can be overwhelming. In public relations, a “pitch” is often considered a story being sent to media outlets or something used in sales. The more you prepare for the internship search, begin t

Photo Courtesy of Rachel Holderman At JMU, growth doesn’t just happen in the classroom. It happens in the moments when students connect with their community and take steps toward the future they want. College is the time to shape who you want to become, and JMU gives students the tools, community, and encouragement to make that happen. Finding Your Passion Through Being Involved With over 450 student organizations on campus, the possibilities for students to find things they