The Beat Goes On

Doesn't seem possible, but another school year has come and gone, and the University of Oregon chapter of the Public Relations Student Society of America continues to grow and thrive. Thanks to student leadership teams that have increasingly stepped up since the global pandemic nearly decimated UO PRSSA in 2020-21, the beat goes on.

Starting off the school year with a trip to Washington, D.C. for the 2025 PRSA/PRSSA International Conference, the team spent time hearing keynote speakers like Lauren Graham, award-winning actress, producer and New York Times bestselling author, and Tina Beaty, Chief Brand and Marketing Officer for the Society for Human Resource Management.

In addition to individual breakout sessions and panel discussions, socials and networking activities, UO PRSSA members had time to tour the nation's capital. Then in November, members participated in a professional development tour in Portland by visiting Gard Public Relations and Wieden+ Kennedy, both top rated agencies in the City of Roses.

Over the years, I have toured some outstanding advertising and public relations agencies in cities like New York, Los Angeles, Washington, D.C., Boston, Atlanta, Chicago, Philadelphia, Seattle, Denver, Phoenix and more, but the Wieden+Kennedy tour was a first for me. All I can say is "big wow." The agency is -- in a word -- unique.

Best known for its work with Nike, Wieden+Kennedy is one of the largest independently owned agencies in the world and has developed campaigns for many other recognizable brands like Starbucks, Coca-Cola, ESPN, Honda, Microsoft, Miller Brewing and Procter & Gamble, among others. The employees we met on tour at W+K truly love their jobs.

In February, UO PRSSA journeyed south for another professional development tour to "Baghdad by the Bay," as San Francisco humorist Herb Caen called it, touring agencies like Weber Shandwick and We Communications, and visiting Oracle Park, home of the Giants, in addition to a skull session with the unimitable Gerard Corbett, APR, Fellow PRSA.

UO PRSSA had a busy April, with both the Pacific NW CommCon, sponsored by PRSA Oregon and PRSA Puget Sound, and UO PRSSA's Meet the PRos event in Eugene. UO PRSSA and Allen Hall Public Relations both played critical roles at CommCon, held this year at UO Portland, providing both logistical support and panelists for breakout sessions.

A highlight of the CommCon was a breakout session on "Meet Your Audience: Gen Z" featuring UO SOJC students (from left) Madison Price, Denali Williams, Allie Geraci-Novy and Sam Rinaldi, and moderated by Jonathan Yost, MA, APR, APIO (right). The well-attended session offered the opportunity for an enlightening peek into Gen Z perspectives.

The session featured an engaging discussion that allayed many Gen Z stereotypes and misconceptions. On the premise that Gen Z is lazy: "Lazy? No. Anxious? Yes." On the notion that Gen Z is not taken seriously: "We're smarter than we look." On where they get their news: "Substack, Instagram, podcasters and influencers, and if interested, (they) follow up."

On what's important: "Want to be able to use skills in a fast-paced, collaborative environment." "Work/life balance. (We) want to be able to leave work at work" "Authenticity is important. When it comes to polished messaging versus real people, real people is more valuable" to Gen Z. "Not impressed with titles." And finally, "Hire us!"

Later in April, UO PRSSA sponsored a "Meet the PRos" Allen Hall, a panelist event with professionals from AIRBNB, Wieden+Kennedy, Columbia Sportswear, Rula Mental Health and Comcast. Tip of the fedora to an outstanding 2025-26 UO PRSSA executive team (clockwise, from bottom left): Tessa, Harry, Grace, Jade, Madison and Ellie.