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Member Spotlight: Arien Rozelle

In this Member Spotlight, we're pleased to feature Arien Rozelle. She is an Assistant Professor of Public Relations at St. John Fisher University where she teaches the next generation of public relations professionals about the theory and practice of public relations. At the 2023 PRism Awards ceremony, Arien was recognized for her work with Black Button Distilling. Let's learn more about Arien and her work in the interview below.

Tell us about your current role as an Assistant Professor of Public Relations at St. John Fisher University.

At Fisher, I teach all the PR-focused courses, ranging from Introduction to Public Relations to PR Research & Planning to The Sin of Spin (PR Ethics), Social Media Management, and Media Relations. I particularly enjoy providing students with opportunities for hands-on experiential work, so many of my classes involve projects that require partnerships with outside clients.

In addition to teaching, professors are required to produce scholarship. I’m excited to share that I wrote a book chapter called “Building Momentum: Creating Change “ that was included in the brand-new text Strategic Social Media as Activism: Repression, Resistance, Rebellion, Reform (Wallace & Luttrell, Routledge, 2023). I’m interested in the role of public relations in activism and social movements, and this chapter examines the ways that public relations strategies and tactics have been used in the push for social change. 

Finally, as part of my job, we are expected to serve. I do this in a range of ways but most notably at Fisher, I serve as the adviser to our chapter of PRSSA, as well as our student-run agency The PRIMA Group. I’m also part of the PRSA Northeast District Conference planning committee, which will be held at St. John Fisher University this fall. 

So much goes into having the joy of my job: from reading and staying up on trends, to writing and publishing, to presenting at conferences, and of course working alongside and mentoring our wonderful students every day. I’ve always been thankful that I teach public relations, a field that is ever-evolving, because it means that I too am forever a student. And I love to learn.

ChatGPT is a trend that students may want to focus on in the public relations industry. Do you think it could be a tool that will help students and/or public relations practitioners in the near future?

In some ways, I do think it can help, but I think it needs some guardrails. The way I see it right now is that it can be a great “springboard” for students or practitioners, but we still need to exercise good judgment and ethics. 

That said, in a broader sense related to generative AI, I am deeply concerned about misinformation and the serious impacts that misinformation can (and does) have on democracy. I think we all should pay careful attention to what we see in our feeds, and I feel strongly that we should push for greater media literacy for all. 

Why did you become a member of PRSA Rochester?

I knew that joining the Rochester chapter would provide me with great networking opportunities and the ability to get to know local practitioners. It has been a huge benefit to not only me, but to my students, as well. I’m thankful for the generosity of so many members who have joined my classes as guest speakers, or partnered with my classes on larger projects, or volunteered time to work with PRSSA or The PRIMA Group. We have a vibrant chapter full of gifted and kind practitioners, and I’m thankful and proud to be part of it.

You were recently honored at the PRism Awards for your work at Black Button Distilling. Tell us more about the entry "The Spirit of Rochester: Black Button Distilling Announces Major Move and Expansion".

Black Button Distilling was founded in 2012 by Master Distiller Jason Barrett and was the first distillery to operate in Rochester, N.Y. since prohibition. I have been working with Black Button on a contract basis since 2014. In 2020, following the launch of Black Button Hand Sanitizer at the start of the pandemic, Black Button Distilling earned tremendous goodwill and has consistently demonstrated a commitment to the city and the people of Rochester. On the heels of celebrating its 10-year anniversary, Black Button Distilling had big news about the next decade of their grain-to-glass spirits: the groundbreaking of a new 28,000 sq. ft. tasting room and distillery at 1344 University Ave., a move and major expansion that would keep them in Rochester. The PRism award was in recognition of the press conference – and subsequent impact of the press conference – that we held announcing this news in the fall of 2022. 

How has earning your masters in Public Relations and Corporate Communication as well as your APR helped you in your career?

My master’s degree from NYU connected me to many leading practitioners in the field of public relations globally, who I have learned a great deal from. It also helped me connect with peers in the field who are now practicing PR around the world. My master’s as well as my APR have certainly lent credibility to me as both a professor and a practitioner.

What’s your favorite song or soundtrack for doing focused work?

An entire album: Dave Matthews & Tim Reynolds, Live at Luther College. Hands down. I have been a big DMB fan since 1996. Ask me about my how my love of Dave Matthews actually started my PR journey! That’s a story for another day. ☺

What else is bringing you joy right now?

Family, travel and live music. I just returned from a wonderful summer road trip through New England with my partner Chris and our daughters Ione (age 3) and Clio (age 2). Chris and I also recently traveled to Iceland, which was amazing. And I love going to see concerts. So far this summer I’ve been in the pit for Dave Matthews Band (front row) which was so thrilling for me. And I saw Regina Spektor at Kodak Center, and soon will see the singer/songwriter Ray LaMontagne there. In September I get to see Bruce Springsteen, and will be in the pit – can’t wait!