FIRM OF THE ISSUE
Existing to Unite
TALES FROM CUBELAND
Cardinal Communications Empowers by Facilitating Relationships
BY LIZ SKEELE PRSSA NATIONAL VICE PRESIDENT OF PROFESSIONAL DEVELOPMENT
DOs and DON’Ts
Media Relations Follow-Through
BY RYAN MCSHANE ACCOUNT MANAGER, TIAA-CREF
DON’T bait and switch the reporter. Set expectations in advance and stick to the agreement.
Pro Tip: Don’t offer exclusivity
when you’ve blasted your pitch to
every mommy blogger and social
media guru on the planet.
DO confirm your contact has everything they need to tell the story
to the best of their ability.
The Cardinal Communications Executive Board on their annual Chicago trip. Photo courtesy of Cardinal Communications.
As emerging professionals,
public relations students constantly feel pressure to gain real
world experience and determine
the direction of their career. The
Nationally Affiliated Student-run
Firm Cardinal Communications
at Ball State University in Muncie, Indiana, exists to guide students through this process.
As a creative communication
agency, they work beyond traditional public relations practices to
provide both digital and creative
services to their clients. These
projects give students the opportunity to sharpen their technical
skills and see their work published
before they’ve even graduated
college. The firm’s legacy of success is renowned throughout Ball
State’s communication program,
and highly regarded by students,
faculty and public relations practitioners in their community. Their
reputation of excellence makes
a competitive atmosphere, and
many students apply to be part of
the 80-member Student-run Firm
every year.
This past year they worked for
20 clients ranging from nonprofits to community organizations,
including their local fire department. The work experience at
Cardinal Communications allows
students to enter the workforce far
ahead of their peers.
“The real-world
work experience
I gained at
Cardinal
Communications
has been
invaluable and
prepared me for
my future.”
Katie Ronzio, Firm Director
Professionalism is a crucial element of every Student-run Firm,
but they like to have fun, too.
Several students work on the Professional Development Committee to plan the numerous social
events that happen throughout
the year. Around midday, staff
members are often found in the
Cardinal Communications’ office
eating lunch together. Additionally, at the end of each semester, the
committee plans picnics so that
students can share their successes with fellow members. Building
bridges between the students is a
high priority for the agency and
it’s a principle that they’ve taken
out of the classroom and into the
community.
By working for Muncie Downtown, Cardinal Communications
has brought together the Muncie community with the students
at Ball State. In the past, the
two groups rarely interacted, but
through the firm’s work Muncie’s
attractions were better publicized
to the college community. Students are now empowered with
the knowledge of opportunities
in their community, and the city
realized the untapped potential
on the college campus. Cardinal
Communications’ service to the
community was recognized by
Ball State’s Student Life Organization with the Best Organizati