Dr. Krider spoke to the White Pine PRSA chapter regarding PRSA's national affiliate program for students who attend universities or colleges without a PR program and/or PRSSA chapter. She also shared information about PRSA national's internship guide, which provides best practices for an internship program.

1. The Future of the Profession:
Making a Difference One
Student at a Time
Dr. Diane S. Krider, APR
Central Michigan University
2/23/2012 1

2. National Student Initiatives
 PRSSA Affiliate Program
 Internship Guide
2/23/2012 2

3. PRSSA Affiliate Program
&
Student Outreach
2/23/2012 3

4. Affiliate Program
Affiliate benefits
• National publications
• Invitation to attend the
national conference
• National website &
listserves
• Career center
• Where to study public
relations info
• Networking
2/23/2012 4

5. Affiliate Program
Benefits
Activities
Results
Tips
2/23/2012 5

6. Affiliate Program
Student engagement for Professional mentoring
students with or & networking
without a PRSSA
Chapter
Supplements Promotion of
curriculum
Benefits value of PRSA
Regular,
Visibility of
consistent
professionals in
interaction
academic settings
with students
2/23/2012 6

7. Affiliate Program
Mini-internships
Classroom
lectures
Event
attendance
Activities
Field trips
Student-focused
programs
2/23/2012 7

8. Affiliate Program
Increase number of Implementation of
students interacting student-focused
with PRSA/PR Pros events
Increased
Chapter Structure
member established
participation for long-term
in mentoring mentoring
and networking
Increased
distribution of Results Employee
membership recruitment
information for local
chapters
2/23/2012 8

9. Affiliate Program
Find a champion!
Secure board support
Success requires a
and buy-in
Chapter member
for student
who wants to serve
outreach
as a student
activities
advocate willing
to take on and
carry out the
vision
Work with
Create a local educators
committee to to establish
work with Tips relationships
engaged students
2/23/2012 9

10. Affiliate Program
Benefits
Activities
Results
Tips
2/23/2012 10

11. Internship Guide
for
Providers and Sponsoring Organizations
Academic Institutions
Faculty and Students
2/23/2012 11

12. Students Providers
Faculty &
Universities
2/23/2012 12

13. Providers
2/23/2012 13

14. Recommendations for
Internship Providers
1. Provide robust practical
experiences for students
2. Include an orientation or an on-
boarding process
3. Establish a detailed job description
and assignment
2/23/2012 14

15. Recommendations for
Internship Providers
4. Provide a mentor
5. Provide adequate length to ensure
learning and benefits to provider
6. Provide training, networking and
education opportunities
7. Establish relationships with key
universities and with PRSSA
2/23/2012 15

16. Recommendations for
Internship Providers
8. Increase ways to promote
internship opportunities
9. Compensate in some fashion
10. Sign legal agreements covering
liability
11. Conclude with formal final
evaluation
2/23/2012 16

17. Faculty &
Universities
2/23/2012 17

18. Recommendations for
Faculty & Universities
1. Encourage and facilitate
internships as part of core
curriculum and/or progress toward
graduation
2. Maintain strong relationships
with professional community
2/23/2012 18

19. Recommendations for
Faculty &Universities
3. Provide sufficient supervision to
ensure expeditious resolution of
issues
4. Integrate professionalism
throughout curriculum and require it
in work environment
5. Maintain database of all approved
providers including legal
documentation
2/23/2012 19

20. Students
2/23/2012 20

21. Recommendations for
Students
1. Communicate their goals and
expectations to supervisor
2. Actively search for internships
that are career starters
3. Independently seek out
professional learning experiences
to enhance internship
2/23/2012 21

22. Recommendations for
Students
4. Show initiative and seek
additional responsibility
5. Understand office culture, business
etiquette, dress code and personal
conduct standards
6. Possess solid communication skills
including significant writing and
research
2/23/2012 22

23. Recommendations for
Students
7. Learn about organization’s
business & clients before starting
internship
8. Be insured for medical and other
eventualities
2/23/2012 23

24. Model Internship
Programs
2/23/2012 24

25. Model Programs
Best Practices
Paid internships
Credit available
Orientation session
Factors contributing to
outstanding learning
Mentoring/Coaching
Function as team member
Formal & informal social events
Network training
experiences
Regular meetings with supervisors
Meetings/meals with senior management
Rotation to different departments
Recruit at targeted universities
 Burson-Marsteller: Harold Burson Summer Internship Program
 Eisbrennner: Outside the Book (37-page handbook); intern blogs
 Dow: Housing available; Meet and Greet; Lunch and Learn
 GM: Housing available; Dedicated recruiting team; student website
2/23/2012 25

26. Additional Resources
Advice
Resources Syllabus
Evaluations Assignments
Legal
Applications
Agreements
2/23/2012 26

27. NOTES
2/23/2012 27