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Brigham Young University-Idaho’s new Student Communications
Agency is holding true to the university’s motto of “Rethinking
Education.”
The
agency, which is designed after a professional public relations/ad agency,
was introduced this fall. It goes beyond classroom theory by allowing
students to delve into tackling publicity and advertising tactics for
organizations and events throughout campus.
“The
same thing is happening throughout the campus,” says Garth Hall,
advancement vice president. “Students are learning in the academic
setting and then broadening their learning experience through practicums
and at the same time blessing other students with their knowledge and
training.”
Hall
anticipates that students at the university will continue to develop such
programs in several disciplines.
“There
is no more powerful experience than to get the intellectual learning and
then go out to apply it,” Hall says. “It is enhancing the
students’ university experience. In almost every area, we’re
giving students the chance to act for themselves. People are stepping up
and demonstrating their ability to learn and to perform at a certain level.
Students are taking a concept and making it a reality. It is immensely
satisfying to see young people act on their own and to grow from it.”
Campaigns
thus far have included such student activities as dances and the homecoming
parade, Leadership and Service Institute brochures, T-shirts for fun runs
and video promotions. To date, the agency has completed approximately 40
projects and is working on another 35.
The
concept for the agency was patterned after the Scroll, the campus
newspaper that has been in existence for many years.
“Somebody
looked at that hands-on experience that print journalism students were
getting at the Scroll and thought, ‘Why not apply that to
advertising and public relations?’” says Mike Cannon, a faculty
adviser for the agency.
But
the agency is not limited to students in public relations; it extends to
students whose emphases are advertising, broadcasting, organizational,
print journalism, as well as those in other disciplines, such as art and
business
“The
neat thing about this is that it blends the talents and experiences and
provides opportunities for all emphasis areas. You’ve got some
journalism students there who are doing a lot of writing and editing, the
organizational communication kids who are helping with the human resources,
talented graphic designers from the art department, and a lot of students
in advertising, marketing and PR. It pulls everybody in the department from
all areas and lets them have a good, hands-on, real-world
experience,” Cannon says.
The
agency currently has approximately 70 students: designers, copywriters,
media relations practitioners, video producers, photographers, marketing
researchers, Web designers, human resource managers and an office manager.
Heading
the agency as creative director is Ben Sweat, a senior from Iona, Idaho,
majoring in business management with a marketing emphasis. He serves with
three other student directors: art director Bonnie Bronson, a junior from
Pleasant Grove, Utah; publicity director Spencer Haacke, a junior from
Sugar City, Idaho; and copy director Candis Schow, a junior from Malad,
Idaho.
“It’s
been great to be part of something that enhances the university and its
reputation and the community in general. As the university progresses, the
community will benefit from that as well,” Sweat says.
He
became involved with the idea when he sought to expand a student government
marketing committee. He “bounced around some ideas” to various
people on campus, and before long, he had proposed a mission statement and
budget. A name was determined. Approval was granted. Office space was
acquired. Equipment was purchased. The agency was coming to life.
“We
had been equated to building an airplane in the air,” Sweat says.
“From a business management perspective, this has been very much an
entrepreneur effort. We are shaping the identity of who we are going to
become.
“I
had thought about transferring to another school,” he continues.
“My unique situation with this group is that I was going to leave but
felt like there was something I could do to help build the university. This
is the way I am doing that. I am helping build something that will be here
for many, many years. I feel like it’s been more of an enriching
educational experience giving back – contributing – rather than
getting pure academics.”
That
service aspect is a natural part of the growth that comes from the
practicum experience, Hall says.
“A
powerful element in this is that of serving others,” Hall says.
“As students participate, they are learning to give to others, lead
others and teach others. We can’t know exactly where it will take us,
but one absolute for BYU-Idaho is that it is focused on making the student
a better person, preparing a student to go out and make a difference in the
world, in their families, in their communities, in their church service and
in their careers.”
While
a board of directors made up of University Communications employees, faculty advisers and administration
who offer professional perspective and expertise, the organization is
ultimately student run.
“The
totality of student involvement is what makes the organization
unique,” says Bryce Rydalch, another adviser. “We’re
really just shadow advisers. They create and control the budget. They order
their supplies, from computers to white erase boards. They are the account
executives. They proof their own work. They organize themselves. It is
totally student-directed.”
Any
group or event can consult the agency for a project, but its biggest client
is the new Student Activities Program. “We’re an asset for the
campus,” Schow explains. “They just pay for the products
– it’s a free service.”
Working
for the agency fills a practicum credit, of which students need eight by
the time they graduate from the communication program.
“We’ve
got some who have a lot of experience, who are very, very good,”
Sweat says. “Others are just trying to get a handle on their major.
They’ve never had any PR experience and they join to understand if
that’s really what they want to do. The goal of SCA is to be as
professional as we can be to model after a professional agency and to give
valuable educational experience.”
“It’s
exciting,” Cannon says. “I think it’s quite innovative
among campuses nationwide to have this kind of agency functioning.
It’s a really exciting opportunity for students.” # # #
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