State of the Department of Public Relations College of Journalism and Communications Fall 2015 Faculty at a Glance The communications landscape continues to evolve rapidly. Publics can broadcast their grievances via social media, ushering in an era of unprecedented stakeholder empowerment and demand for organizational transparency. Startups and the sharing economy have shifted the fundamental nature of organizations. Globalization and the changing economics of higher education have increased the need for quality, online education. Public institutions increasingly forge partnerships with corporations, foundations, and civil society for public good. Faculty have published books; book chapters; articles in refereed journals; posts in trade blogs; and presented at conferences 43 times during the last academic year. Publications included the Public Relations Journal; the Journal of Public Relations Research; Public Relations Review; and more. A glance at our faculty illustrates that we have kept pace and will continue to do so in the near future. Professor Ann Christiano, the Frank and Betsey Karel Chair in Public Interest Communication, continues to build the professional community of public interest communication; last February marked the second annual frank gathering for public interest communication. Christiano was named UF’s Teacher of the Year for 2014 – 15. Dr. Mary Ann Ferguson, professor, has international recognition for her expertise in the area of corporate social responsibility. Her recent research examined the perception discrepancies of the functions of public relations departments existing between public relations and marketing departments in South Korea. During the 2014 – 15 year Ferguson served on a committee to examine and update the College’s graduate curriculum. Dr. Linda Hon, professor, Al and Effie Flanagan Professorship, serves as Program Director for the Public Relations and Social Advocacy Project in the Center for Media Innovation + Research. The Project is dedicated to exploring collaborative communication solutions to social issues, particularly using digital activism in the public interest. Her recent publication examined the role of digital social activism in the Trayvon Martin case. Hon currently serves as co‐chair of the 2020 Task Force, which will design the roadmap for the College’s direction in the coming years. Dr. Kathleen Kelly, professor, has parlayed her internationally recognized expertise in fundraising into a Graduate Certificate in Fundraising Management. The program is likely the first in the U.S. that is partnered with a university‐affiliated foundation, the UF Foundation. State of the Department of Public Relations (1) Kelly continues to play an active role in the Arthur W. Page Society, an invitation‐only, professional association composed of the chief communication officers (CCOs) of the world’s largest corporations, the CEOs of the leading public relations agencies, and a few distinguished academics from public relations and business. Dr. Eunice Kim, assistant professor, shares a joint appointment with the Departments of Advertising and Public Relations. Her recent research has examined the role of social media in relationship building as a venue through which consumers interact with and about brands. Dr. Spiro Kiousis, professor, leads the College as Associate Executive Dean. His research expertise in the interplay among political public relations efforts, news media content, and public opinion in traditional and interactive mass mediated contexts will undoubtedly lend invaluable insight to the field in the upcoming election year. Dr. Moon Lee, associate professor, carries out a research agenda in health communication and emergent communication technology in the context of health promotion and media effects. She is enjoying a one‐year sabbatical in which she is working analyzing data, writing a research report, assembling a team of expert collaborators, and submitting a grant proposal to the NIH by 2016. Dr. Rita Men, assistant professor, joined the faculty this fall. Her research interests include employee engagement, leadership communication, measurement and evaluation, relationship/reputation management, and social media public relations. She is currently working as part of a global research team dedicated to developing the measurement standard for excellence in internal communication and on several projects concerning how organizational leadership, culture, new technology, and strategic communication factors interplay to influence public relations effectiveness. Dr. Juan‐Carlos Molleda, professor, leads the Department as chair. He spearheaded the launch of an online MAMC with a specialization in Public Relations and Communication with delivery modes in English and Spanish (to launch in summer/fall 2016). He serves as co‐director of the Latin American Communication Monitor, the largest study of strategic communication and public relations in the Latin America region. Molleda was also named UF’s Doctoral Mentor and Advisor of the Year for 2014 – 15. Professor Deanna Pelfrey, Lecturer, has served the Department for 8 years. In addition to her teaching responsibilities, Pelfrey is the adviser UF PRSSA’s Bateman team. The Bateman team won second place (out of 50 universities) in the PRSSA National Bateman Case Study competition in 2015 for their “Home Imagined” campaign. In 2014, the team won first place. Pelfrey recently served for two years as chair of the University Faculty Senate and currently leads our College as the 2015 – 16 chair of the College Faculty Senate. Professor Kay Tappan, Lecturer, recently launched a new course, Sight, Sound, Motion, which is a requirement for all communications majors in the College. The course prepares students for an increasingly visual digital world. Tappan also spearheads The Innovators series, which has recruited and State of the Department of Public Relations (2) hosted Vox co‐founder Melissa Bell, Storyful founder Mark Little, and Skift founder and CEO Rafat Ali, among others. The innovators Series bring leaders in the information industries to UF. These speakers focus on media innovation and emergent ways of communicating. Student Body/Enrollment The Department of Public Relations at the University of Florida College of Journalism and Communications has a notable student population that displays great numbers, diversity, industry involvement and recognition. According to numbers from the 2014‐2015 year, there are 585 students enrolled in the program as compared to 580 in the 2013‐2014 year, and 587 in 2012‐2013. While our numbers are stable, we have seen an increase in the percentage of students in the College enrolled in the public relations program. Compared to 25% of all students in the College of Journalism and Communications for the 2012‐2013 report and the 2013‐2014 report, we fostered 35% of students in the College (585/2265 students) by the end of the 2014‐2015 academic year. The Department has increased minority enrollment for the Hispanic population from 118 students to 155 (31% increase since 2012) and the Asian population from 8 to 20 students (150% increase since 2013). Populations for Black, White, Indian and International students remained steady. Students in our program have made great accomplishments in the industry. In 2014‐2015, 190 students interned for class credit with companies such as Max Borges Agency, Metro Public Relations, St. Jude Children’s Research Hospital, PR Consulting and PDQ. Additionally, students have earned national recognition and received awards such as a University Scholar scholarship; the 2015 Florida Public Relations Association Golden Image Award; the Charles Wellborn Service Award; the Jack Detweiler Professional Promise in Public Relations award; the Frank F. Rathbun PRSSA Award; the Florida Public Relations Association Award; and the Ruth and Rae O. Weimer Award, the most prestigious award bestowed upon a student in our College. The UF Alpha Chapter of the Public Relations Student Society of America (PRSSA) was named a Star Chapter by PRSSA National in 2014‐2015 and was featured in the “Setting the Pace” column in the fall issue of Forum. The PRSSA Chapter was also selected as one of eight chapters nationwide to make a chapter development presentation at the 2015 PRSSA National Conference. One UF PRSSA member was elected to the PRSSA National Committee as the National Vice President of Career Services. UF PRSSA’s student‐run public relations firm, Alpha PRoductions, enabled 50 students to work for paying clients, including The Greatest Save, one of Major League Baseball’s nationally recognized charities; and Wendy’s. The firm earned almost $10,000 in 2014‐2015, 80% of which is currently being used to provide top notch programming for PRSSA. Additionally, more than 150 students volunteered at the 2015 frank gathering. More than 50 students per term are employed in The Agency, a professional‐run and student‐staffed full‐
service strategic communications firm. State of the Department of Public Relations (3) Programs/Courses Faculty of the UF Department of Public Relations have reviewed and adapted the curriculum to better equip students for changing industry standards and trends. Over the 2014‐2015 academic year, we have received approval from the University and State of Florida for six new classes: public relations undergraduate research, sports communication, public interest communication, social media management, global social change communication, and audience analytics. Students now have a more comprehensive curriculum. We also introduced a combined graduate degree program (4+1) in fall of 2014. This program allows students to earn a graduate certificate in global strategic communication, web design and communication, or social media management. All of these degrees are taught exclusively online and represent a completed first year of a graduate program. In addition to these graduate classes, we offer five undergraduate classes taught online and use web‐based supplements such as the Canvas platform to enhance all of our residential courses. We have also grown outside of our class curriculums as The Agency, a new professional‐guided and student‐staffed full‐service strategic communications firm, officially opened in February 2015. The Agency works to develop programs and campaigns such as MAVY, a nationally representative panel of millennials developed through a partnership with C+R Research in Chicago, to gather opinions, behaviors, and insights of current and future generations of stakeholders and consumers. The Agency gives our students practical experience working in a full‐service firm environment with paying clients, as well as experience working in an integrated setting alongside students from other majors of the College and majors in other colleges, such as Business Administration, Engineering, Computer Science, and Economics. Besides The Agency, some other examples of our interdisciplinary work include the frank gathering; our work with the UF Bob Graham Center for Public Service to bring in Lisa Malone, NASA Kennedy Space Center’s public affairs manager, as Knight Fellow‐in‐Residence; our design and presentation of a four‐year campaign plan for the UF International Center; and three teaching modules in the 2015 Summer Institute, an interdisciplinary College effort to recruit high school students. The Department presented a panel on diversity in public relations with general practitioners and executives in January 2015, sponsored by the Hispanic Marketing and Communications Association. The Department is also planning the Executive Communications Summit, funded by the Jack and Linda Herrmann fund, which will bring in four nationally recognized communications professionals for a day of workshops and an evening panel. Workforce Impact Graduates of the UF Public Relations Program hold a bachelor’s degree along with a portfolio documenting a variety of experiential learning activities (i.e., internships, service‐learning client projects, event planning, social media and web communications plans for various units on campus, and other co‐curricular programs) that results in job placements or the pursuit of graduate education. During the 2014‐2015 academic year, 171 students graduated with a State of the Department of Public Relations (4) bachelor of science in public relations. Recent graduates have been placed in various organizations, such as Athens Theater (Ormond Beach, FL), Booz Allen Hamilton (DC), BodenPR (Miami), Brunswick Group (DC), CH2M (Gainesville, FL), Dialysis Clinic (Nashville), Duty First Consulting (DC), Edelman (Miami/Fort Lauderdale), EY (Atlanta), FleishmanHillard (Chicago), Institute for Public Relations (Gainesville, FL), Jacksonville Jaguars (Jacksonville, FL), Ketchum (Atlanta), Marcaden Consulting (Saint Petersburg, FL), O’Donnell Agency (Austin, TX), Public Health Burness (DC), Ronald McDonald House Charities (Columbia, SC‐Gainesville, FL), Sony Music (New York), Strauss Media Strategies (Miami), The Axis Agency (Miami/Fort Lauderdale), and Weber Shandwick (Chicago). Close to 43% of the 2015 class have a full‐time job or internship in public relations and related practice areas; about a quarter of all graduates pursue graduate degrees in management, law, international business, entrepreneurship, among others; close to 19% work in sales and marketing, while approximately 13% do not have a public relations related job or have not disclosed their professional status in our alumni tracking system. In the 2012‐2013 academic year, 145 undergraduate public relations degrees were awarded, and 175 in 2013‐2014. These are the collected placement data for 2012‐2013 (39% public relations/related areas, 26% graduate studies, 21% marketing sales, and 14% non‐public relations/unknown ) and 2013‐2014 (41% public relations/related areas, 24% graduate studies, 20% marketing sales, and 15% non‐public relations/unknown). Alumni placed in public relations or related practice areas currently work for local, national, and international public relations and communications agencies; local nonprofit and UF communications departments; major local business, such as CH2M, Cox Cable, Gainesville Regional Utilities, North Florida Regional Medical Center, and RTI Surgical. The College’s PATH/Academic Advising and the Knight Division for Scholarships, Career Services and Multicultural Affairs works closely with the Department to organize communications related job fairs for the College (in addition to the job fairs of the University) and to gather placement and job satisfaction date from public relations alumni. Our Development Office focuses on tracking and cultivating relationships with senior alumni who are often invited to the College to share their professional experience and advice with students. Graduate Programs Enrolled at the graduate level are 63 master’s students (live public relations N = 18, Online Global Strategic Communication N = 45), which is 24% of the College total, (N = 275), and Departmental faculty serve as primary advisers for 16 doctoral students, as of fall 2015. Ph.D. students are given the opportunity to assist faculty in teaching and research, and to become instructors of records in undergraduate classes. They are being placed in other peer institutions in the United States and the world, as well as in the industry as senior professionals and researchers. State of the Department of Public Relations (5) Professional Involvement/Association The College and Department maintain close ties with the Institute for Public Relations (IPR) through appointments to its board of trustees and our own public relations advisory council. IPR publishes research from faculty members and works with UF PRSSA to promote a national infographic design competition. IPR also offers internships and employment to our students and graduates. Faculty have additional affiliations with the Arthur W. Page Society and PRSA. The Department has just become an institutional member of the Global Alliance for Public Relations and Communication Management. Our students work diligently to connect with the industry through professional associations like PRSSA, the Florida Public Relations Association (FPRA), and the North Florida of PRSA. The UF PRSSA Alpha Chapter was the first chapter in the nation, founded in 1968. Since then, the UF chapter remains one of the most nationally recognized, consistently ranking in the top 10 largest chapters out of more than 300. The Chapter collaborates with the local FPRA chapter and its sponsor PRSA chapter in Jacksonville for monthly luncheons, annual agency tours and mentorship opportunities. In January, the Department hired student‐run firm Alpha PRoductions to assist in executing a panel on Diversity in Public Relations. The public event was designed to dig deeper into the important topic of diversity in the communications industry. Panelists included Bill Imada, Founder and Chairman of IW Group; Cheryl Procter‐Rogers, former PRSA chair and communications consultant; Deborah Bowie, president and CEO of United Way of North Florida; and Barbara Bermudez, assistant account executive at Ketchum. Department Faculty and Staff The Department has grown in the last few years, with significant growth in adjuncts, staff professionals and student assistants since 2012. With the inclusion of new immersive learning opportunities for students in the last year, the Department has grown from three student assistants in 2012‐2013 to five; from three staff professionals in 2012‐2013 to seven; and from seven adjuncts in 2012 to 11 adjuncts in 2013‐2014. Faculty credentials include four APR certified professionals; two PRSA fellows; and two endowed chair positions, the Frank and Betsey Karel Chair in Public Interest Communication and the Al and Effie Flanagan Professorship. The average year of combined academic and professional experience of faculty is more than 20 years. Faculty have served on several committees at the University; chaired the University and College Faculty Senates; and received distinctions for teaching and mentorship, among other accolades. Adjuncts come from a variety of industry sectors, including social media management, agricultural communications, fundraising, and public affairs. Adjuncts have been named a 2015 top‐40 digital strategist by the Online Marketing Institute and recognized as the 2014 winner of the Association of Cable Communicators Beacon Award. Respectfully submitted by Juan‐Carlos Molleda to the Public Relations Advisory Council State of the Department of Public Relations (6)