PRSA Rochester Hosts “PR Apprentice Program” for Area College Students

For Immediate Release:
September 1, 2015

Media Contact:
Sarah Blackwell
585-394-0787 x4

PRSA Rochester Hosts “PR Apprentice Program” for Area College Students
Revived two-day workshop prepares college students, provides expertise to local non-profit organization.

Rochester, N.Y. - The Public Relations Society of America (PRSA), Rochester Chapter is offering students the chance to develop and present a public relations campaign in an intense two-day workshop held Oct. 2-3, 2015. Junior and senior level college students are invited to work with local business Ibero American Action League on a plan for its Lending Library, a program designed to promote the importance of literacy to parents of children enrolled at Ibero’s Early Childhood Center.

The PR Apprentice Program will kick off on Friday, Oct. 2 from 6 – 9 p.m. Students will begin by presenting their “elevator pitch” – a 30 second verbal resume – to experienced professionals from the Rochester public relations community, who will then divide students into teams based on their individual skills. Teams will have the remainder of the evening to meet, receive their client brief, and begin the framework for their campaign.

On Saturday, Oct. 3 the workshop will commence at 9 a.m. Teams will be given approximately six hours to finish building and solidify their campaign plan, while consulting with several local business and communications professionals, who will serve as “mentors,” on their ideas. At the end of the day, students will present finished plans to a panel of judges – comprised of local industry leaders, influencers and representatives from the community and Ibero American Action League.

The revival of the program this year will help prepare college students with a public relations or communications focus for successful careers after graduation. Organized by the PRSA Rochester’s Diversity and Young Professionals Committees, the emphasis of the Rochester PR Apprentice Program is on cooperation and creativity in creating a PR plan that will help raise the visibility and importance of a client organization/program.

“The PR Apprentice Program has a history of success,” says Nadine General, vice president, non-profit agency services at Dixon Schwabl and co-chairperson of PRSA Rochester’s Diversity Committee. “The program was first held in 2011 with high school students at Bishop Kearney High School, and was designed to increase diversity in the local public relations industry by introducing the career path at an earlier age. We’re excited to partner with the PRSA YP committee to elevate and introduce the Apprentice Program to students at the collegiate level. This is a great opportunity for students to build their portfolio, network, and gain real world, hands on experience that will support them in their career search and entering the workforce.”

The winning team will be presented with a Junior PRism – a version of the award presented every year to outstanding public relations work around the nation, as well as vouchers towards upcoming PRSA events and program offerings. Every student will also walk away with invaluable professional experience, contacts from around the area, and a portfolio of work from an actual public relations campaign.

To learn more, or sign up for the two-day workshop, visit: The program is free to college students in Rochester, NY and the surrounding area. For more information about the Rochester Public Relations Apprentice Program, please contact Nadine General at [email protected] or Sarah Blackwell at [email protected].

Below is a companion video about the program:


About PRSA
The Public Relations Society of America, based in New York City, is the world's largest organization for public relations professionals. The Society has more than 28,000 professional and student members. PRSA is organized into 114 Chapters nationwide, 19 Professional Interest Sections, along with Affinity Groups, which represent business and industry, counseling firms, independent practitioners, military, government, associations, hospitals, schools, professional services firms and nonprofit organizations. The Public Relations Student Society of America (PRSSA) has 255 Chapters at colleges and universities throughout the United States.

Ibero American Action League
Established in 1968, Ibero is the only full-service dual-language human services agency in Rochester. Through hands-on learning, Ibero staff strengthens families by working with children, youth and parents on their respective needs in the classroom, at home and in the workforce.