On March 2, 2012, the Public Relations of Society of America (PRSA) announced the modern definition for public relations as the following:

“Public Relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”

Edward L. Bernays, known as “the father of public relations,” explains PR as an applied social science “which manages and manipulates the public opinion by the use of sociology, mass psychology and other similar disciplines.”

Public relations can sometimes be confused with propaganda. Both objectives are to shape perception and public opinion.

It’s all thanks to Bernays that bacon and eggs are America’s favorite breakfast. The science behind “public relations” was the connection between the produced goods and people’s emotional desires.

The intention was to encourage consumption on products based solely on the personal connection, satisfying a need that the individual never knew.

People are not usually aware of what motivates their actions.

Today, Public Relations is the relationship between the organization and consumer to ensure brand loyalty and consistency. Audience are consuming not only products, but the experience which the organization provides.

Read more at: http://www.ipr.org.uk/public-relations-through-time.html

Read more at: http://www.nytimes.com/2012/03/02/business/media/public-relations-a-topic-that-is-tricky-to-define.html?_r=2&ref=business


When applying for your first internship or job, a resume is the single chance to sell yourself as potentially qualified and to be consideration for an interview. It is the documentation used by job seekers to present their professional background and skills.

As students, there can sometimes be confusion about how to write a resume and what employers expect or look for. It can be intimating to ask professionals to review your resume, given your lack of experience, but they know that you are still taking classes. Employers know that you don’t have that long list of experiences, and are willing to give students the benefit of the doubt.

How can we ensure consideration?

For students, a resume should typically be only one page. Many colleges and universities have a Career Services office on-campus, where students can make an appointment with a counselor for assistance on writing and editing their resumes.

I had several opportunities to get my resume critiqued by university employees and alumni at Bridgewater State University. The office also hosted the annual Job & Internship Fair and provided resume workshops requested by student groups.

Resumes should demonstrate skills and qualities necessary for the available position and possible interest in the industry. Applicants should tailor the resume to mirror the job description, but never copy and paste word for word.

When you have multiple professionals review your resume, remember that everyone has a different perspective on what the resume should represent. Take criticisms into consideration and decide how you want your resume to look.

It should ultimately be a reflection of who you are and what work you would like to do.

The resume could be the most important document that you will write in your professional career. It should reflect exactly who and what you are; a work in progress that is never finished but always looking for ways to improve.


Professional associations provide the opportunity for networking and finding common interest for individuals within the same industry. In other words, it is the membership to the professional community.

Public Relations Society of America is the national organization where PR practitioners are connected throughout the country to become involved within the community. At the student and professional level, PR individuals may join and participate in local chapters and events.

The official website of PRSA provides reasons to attract potential members:

“If you want to make contacts, be recognized for your work, enhance your professional skills, stay on top of emerging trends and otherwise accelerate your PR career, PRSA is the organization.”

Many colleges and universities provide school chapters to allow students the chance to network with working professionals and understand what the PR field is. PRSA opens the door into a professional community across the country with “more than 22,000 PR pros and communications professionals committed to excellence and ethics.”

Another membership perk is the access to discounted prices for networking and conference events, training opportunities and a career board where organizations seek to hire from within the community.

Jumpstart your PR career and join today! For more information or interest in PRSA, find the nearest chapter in your community at: https://www.prsa.org/index.html


As a Millennial, technology is something that I have always known and used throughout my short lifetime. Without giving it a second thought, I reach for my laptop, whether for academic or personal use.

Sadly, our society cannot seem to function without technology and the perks of having instant information at our fingertips. However, it is inevitable to experience guilt when we listen to our parents and grandparents ranting on about how “lucky you are to be living today. We never had the flexibility of using ‘Google’ for a research paper. We had to go to the library and wait an encyclopedia.”

That is true. We don’t have to wait for information anymore, because information can be found everywhere and anywhere.

How can we protect students in the classroom from the technology that they are so familiar with? Are there safer ways to integrate it into the curriculum?

The American Federation of School Administrators (AFSA) has been invited to attend an informative hour-webcast, Making Online Student Safety a Priority, hosted by Gaggle on October 7th at 2 p.m. ET. Gaggle is a cloud-based learning management system established to support the K-12 curriculum.

The purpose of the webcast is to educate school administrators on internet safety and to “hear the emotional stories about how potentially harmful student situation were avoided, helpful tips to add digital citizenship into your curriculum, and much more.”

The concept of a webcast is the web-based presentation that communicates information across the Internet to multiple listeners. Webcasts are meant to eliminate the individual’s transportation need to attend an event; just one click away to live broadcasting.

The classroom is not the same one that school administrators grew up with.

To understand how to protect students online, all AFSA members are encouraged to register today and learn more at: http://afsaadmin.org/register-for-online-student-safety-webcast-oct-7/