Alex Blencowe/Contributing Writer
Something very bold is happening at the School of Journalism and Mass Communication. Bold Student Agency is the faculty managed, student-run public relations agency at the University and it is making some very bold statements.
From packages to website design, the students of Bold are bringing real clients to the table and working with real companies as part of the classroom setting. Bringing together about 15 students from journalism, mass communications, public relations, advertising and more, Bold is supervised by Professor Victoria Shorten – but the students are the brains and brawn behind this operation.
“The power of the agency is that everyone has different talents to bring to the table,” said Shorten. “They’re getting real world opportunities to expand their horizons.”
Students at Bold work with various multimedia outlets, plan press releases, build media packages, design websites as well as produce work for high-end concierge and real estate services such as “More Than Lux,” companies in Wynwood, Miami, as well as the Discovery Channel.
“We’re learning how to produce a story that’s more than just an advertisement,” said Melissa Mendoza, senior journalism major. “It doesn’t just have to be about selling a product. It’s about the essence of the story.”
Bold brings a hands-on approach to working in the field of public relations, journalism and advertising through the lessons students learn in entrepreneurship as well.
“You don’t get taught business in mass communications,” said Laura Cardona, senior advertising major and event planning minor. “With Bold, it’s learning how to deliver and build our brand at the same time… We’re building a bridge to the business world.”
Students at Bold affirm that working with real clients on deadlines and working with people from so many different fields can be hard and takes a lot of time. Even so, students are determined to make it work
“The journalists help the public relations students and the [students] that are good with social media and websites help the students who are having trouble.… You wouldn’t think we all work so well together,” Cardona said. “Sometimes we’ll blast emails in the middle of the night and talk about ideas.”
The students of Bold not only learn skills in media production, but also in project management, content management, networking and promotion.
Mendoza notes that the student-run firm is exactly that: students must manage, implement content and build the agency’s name for themselves.
“We’re surprising ourselves with what we’re doing,” Cardona said.
Mendoza agreed. “Professor Shorten just makes sure we don’t go too crazy.”
The students have public relations groups that help with promotion and have journalism students edit content. In Bold students are also learning how to do things outside their field that they would need in their future careers.
“We have a more well-rounded idea of the business we’re going into. This is the first class that all the degrees are helping each other out in,” said Kristen Surujbally, 24, advertising major and art minor. “It’s the closest thing to experiencing an internship for a big company.”
Shorten notes that the students are very dedicated to Bold and that’s what keeps them going. Students have other classes, full-time jobs and other responsibilities, and don’t have time for a full internship.
“[This class] is our hour of personal growth time,” Mendoza said.
“Usually I don’t like group projects because there’s always that one person that doesn’t do anything or doesn’t care,” said Samantha Serra, senior journalism major, “But here, everyone is needed. In class you’re taught what to do, but Bold shows us how to do it.”
Last week, Bold had its first official welcoming ceremony, introducing the agency to the University and the world. The event was an opportunity for students to engage other professionals in their field and was planned, advertised and put together by the students themselves. Sponsors of the event included Misha’s Cupcakes, La Gloutonnerie, FastSigns, Nancy Starr and VSL Jewelry – Shorten’s own line.
Through Bold, students also work in partnership with various companies such as MasterCard, Discovery Latin America, Tierra Nueva Fine Cocoa and even Google. One such participant at the event was senior media sales executive of Google and former Apprentice participant Panos Zambetakis.
Bold hopes to open doors to students in the world of local and international business as well as provide a learning experience for them to get the tools they’ll need to survive in the real world.
“We really build our strengths here, but we build our weaknesses at the same time,” said Cardona. “Our future employers will want us to know everything, not just what’s in our field.”
– bbc@fiusm.com
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