Bill Gates once said, “If I had one dollar left, I’d spend it on PR.” In a world where technology drives information faster than ever, a single mistake can damage a reputation overnight. Public relations has become more essential than ever, helping individuals and organizations build and protect relationships. At the University of North Georgia, the Public Relations Student Society of America chapter gives students a hands-on introduction to the field.
Dr. Caitlin Wills, associate professor of communication and faculty advisor for PRSSA, said public relations is often misunderstood. “I think public relations is really just about building relationships with different groups,” she said. “Sometimes PR gets a bad reputation, and people think it’s about covering things up or spinning stories, but it’s really about developing relationships in the community, with customers, businesses or local government, in ways that are mutually beneficial to both the organization and the people you’re working with.”
PRSSA provides students with professional development opportunities and workshops aimed at career preparation. “In the past, we’ve done a free headshot day and resumé workshops,” Wills said. “A lot of it is to help students prepare for careers in communication or public relations.”
Wills added that PRSSA membership gives students an advantage when applying for jobs. “Professionals in public relations often say they look for two things in new graduates, organizational membership and internships,” she said. “PRSSA helps students build leadership skills, gain experience, network with professionals, and find a sense of community on campus.”
UNG’s student-run PR firm, Sprung, also collaborates closely with PRSSA. “We have a lot of crossovers between membership,” Wills said. “One of my PRSSA officers also works on social media planning for Sprung. The model we follow is similar to the one outlined by the Public Relations Society of America, where PRSSA and student-run firms are closely connected. Since Sprung is still new, now in its second year, we’re continuing to build that relationship.”
PRSSA also welcomes students from various majors, encouraging collaboration and diverse perspectives. Nicole Giraldo, PRSSA president and senior majoring in communication with a concentration in public relations, said the mix of backgrounds makes the organization stronger. “Sometimes you have people studying public relations and sometimes you don’t,” she said. “We have members from organizational leadership, marketing and journalism. We all bring different perspectives and grow from one another.”
