UNC Hussman named to the Public Relations Education A-List
By Beth Hatcher
PRNEWS has named the UNC Hussman School of Journalism and Media to its 2023 Education A-List, which recognizes the programs that best prepare students for success in the profession.
"The Education A-List is the only editorial roster of its kind, dedicated to the most-innovative higher-learning institutions for PR and communications," said Danielle Sikes, associate publisher at PRNEWS.
“Considering the spotlight on communication, it's not coincidental that PR is among the most popular majors at the 255 U.S. colleges and universities that offer it,” said PRNEWS Editor Seth Arenstein.
Teaching Associate Professor Livis Freeman is pictured at right.
At Carolina, media and journalism is the second-largest undergraduate major — and more than half of UNC Hussman students in spring 2023 are studying public relations and advertising. Public relations instruction at the school began in 1926, but it was the addition of Carol Reuss to the faculty in 1976 that accelerated the growth of students focused on public relations as course of study.
UNC Hussman Associate Professor Lois Boynton points to the quality of the school’s faculty and immersive learning experiences as two keys to the public relations program’s excellence.
“We create ways for students to do public relations, not just read about it or talk about it,” Boynton said. “They dig into public relations concepts by applying them directly in service-learning work with area nonprofits and by creating strategic communication campaigns for individuals, businesses and nonprofits.”
The school’s public relations alumni fan across the country, many of them leaders in the industry.
“There was no greater impact on my career than my time at UNC Hussman,” said J.J. Carter ’96, global chief operating officer and president, Americas of FleishmanHillard. “I learned the foundations of great storytelling — precision in communications, anchored with research and a fundamental commitment to truth delivered ethically. These were all honed in Chapel Hill, and I still carry them around like a well-worn reporter’s notebook in my pocket.”
Alumna Emily Browder ’10 is a graduate of the school’s PR program and now leads global communications for Merz Aesthetics. Browder said the school’s wide range of classes opened her career path. “The school provided exposure to many disciplines within journalism and media. This helped to determine which area of focus I wanted to pursue as I started my career,” she said. “The quality of the courses and professors set a strong foundation for my future successes. I am forever grateful for my time at UNC Hussman for helping me get to where I am today professionally.”
Hussman PR students apply their skills in their coursework, internships and through student organizations like Heelprint Communications, Hussman’s student-run agency; the Xpressions Fashion Club and Coulture magazine, among others.
PR student Katelyn Chedraoui ’23 said the real-world skills she learned at Hussman have made her career ready.
“All the PR classes I've taken have been focused on making sure students develop concrete, marketable skills that will not only look good on a resumé but actually prepare us for the jobs we will eventually be doing,” said Chedraoui, an aspiring public relations professional. “In my PR campaigns course, my team and I got to work on a campaign for Walmart. We got to pitch our ideas and get feedback from Walmart's agency representatives and other industry professionals.”
In addition to Walmart, General Mills and UNC Kenan-Flagler have been clients in Professor of the Practice Jules Dixon’s “MEJO 634: Public Relations Campaigns” course.
“This hands-on experience is so paramount for our students, who need skills like account leadership, client relations and teamwork for their success post-graduation,” said Dixon, a former public relations executive and NC Media & Journalism Hall of Famer who runs her classrooms like a public relations agency.
Other nationally recognized brands like the Jordan Brand, General Motors, Carolina Hurricanes and Chick-fil-A have been clients in Teaching Associate Professor Livis Freeman’s PR campaigns course. “It's important for students to work with real-world clients to learn the ins and outs of client relationship management, to understand what goes in to creating award-winning communication campaigns from start to finish, and to gain confidence in knowing that they have what it takes to do this when they graduate,” Freeman said.
The school’s “MEJO 432: Cause Communications” course, created by Adjunct Instructor Marshéle Carter, works with local nonprofit groups to create communications plans that build student portfolios while serving community causes.
Carter often focuses on the fundamentals of writing in her classes.
“Technology and platforms will come and go, but writing will always be the most important skill for professional communicators,” Carter said. “The science and art of public relations have always been and will always be writing intensive. The ability to think and write clearly and strategically is a sought-after skill set and is valuable in any field or industry.”