Spring 2014 Volume 21, Issue 2

other people’s experiences. Plus, these people are now some of my really good friends. The speakers at this year’s Assembly were quite inspirational. Fred Cook was the main keynote speaker and he came to be CEO of a public relations firm after a very unconventional path. His recent book, Improvise: Unconventional Career Advice from an Unlikely CEO is all about his odd and inspiring trek to the top. It was interesting to hear how everyone’s path to success is different and to remember how important it is to take advantage of opportunities that come your way. The workshops were interesting, and not just leadership

National Assembly New Places, New Connections and New Ideas

By Nicole Armeno Inside this Issue

National Assembly………………..1

Hopeful Future……………………2

Interning at a Startup……………..2

Take a Chance on Love…………...3

Regional Conference……………...4

Going the Extra Mile……………...4

Interview with Jason Davis………5

Farewell, Seniors………………….6

Fashion Institute of Technology FITPRSSA.weebly.com Dispersing Public Relations into a Spectrum of Ideas

Nicole Armeno as National Delegate at National Assembly

(Continued on page 3)

Going to National Assembly this year was an adventure. I had never been to the south, so the trip in itself was incredible. Then, there was the Conference. I learned so many things, professionally and personally. To start, the more of these types of events I attend, the more confident I become at them. One of the many benefits of this organization is that it prepares its members for the real word. In a couple of years when I’m attending business conferences for my job, I’ll be right at home, thanks to the preparation of PRSSA. Another great benefit is the networking opportunities. I met so many incredible and intelligent individuals. I got to hear about their Chapter’s trials and errors and really learn from

National Assembly

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Hopeful Future; Insights to a Bright

Career By Jessica Katz

Why You Should Intern at a Startup By Nicole Armeno

On March 4, 2014, PRSA New York hosted a career event called Career Explorations: Charting Your Successful PR Career Path. There were several guest speakers, representing both large and small companies, to give the full perspective on the job market. The speakers included Tim Baker from MWW Group, Kate Simpson from Ogilvy, and Mark Hurley from the American Heart Association. These three guests provided different insights into the PR business as well as helpful tips on how to get started. The panelists spoke a lot about their personal career paths. Each panelist started their careers in the field that they studied in college. After their first jobs, all of the panelists shifted career paths whether it was career genre, b2b to b2c, or change in career totally. For example, Tim Baker studied business, focusing on the music industry. He worked at multiple record labels before he realized that it wasn’t a field that holds a lot of growth. At Wake Entertainment Group, a music production company, Tim was the Director of Digital Marketing. This is where his career shift started. He now is the VP of Digital Strategy at MWW Group. He took his music technical background and jumped on the start and development of social media, which helped his digital career take off. His career journey is a great example for us at FIT. We may not want to work in the fashion industry as a career forever, but we have the foundation for a job in any industry through the education program. Also, our time spent in industry helps us find our niche and will lead us to the executive roles we strive for.

As I am graduating May 2014, it was very insightful to hear about how these panelists landed their first jobs. Here is some advice on finding your first job:

• Know how to differentiate yourself on an interview: Bring your portfolio, do your homework on your interviewers, come prepared with relevant company news, campaigns, etc.

• Bring evidence that you know what you’re doing: Put your social media tags on your resume, bring in samples of work, rehearse prior to the interview.

• Take your passion and run with it: If you have a blog or an interest and if it demonstrates skill required on the job, don’t be afraid to show your potential company. They will appreciate that you are passionate about something and they will get to know you better.

• Have relevant keywords on your resume

• Network: Even if the interview does not end up with an offer, keep in touch with them. You never know down the road if you’ll end up there again.

• Know your realistic salary prior to going on the interview: It’s something that everyone wants to talk about, but never knows how to go about it. Do some research online so the HR manager does not laugh at you when you throw out a salary figure.

Very best of luck to my fellow 2014 graduates, as well as the best of luck to everyone else on landing those big time internships!

It was my first semester and I had already acquired an internship. I got this amazing opportunity after an alumni speaker came into a PRSSA meeting. The company was considered a startup, something I was unfamiliar with but everyone older than I told me I had hit gold. Now three months in, I understand what they were talking about. I work two days a week and I honestly wish it could be more. First of all, I work with incredibly innovative, intelligent and young professionals. The atmosphere is fun, fast paced and current. I also have a lot of reign over my own work. Sometimes I have to interview a blogger or author. I get to research the subject and formulate my own interview questions. My boss does check them over but I create the content that they will be asked. Another great quality of a startup is as an intern I get to dip my toes into many different departments. In a startup the departments aren’t huge and they are all fairly intermingled. In this way it allows me to help out in each one and not only gain PR experience but marketing, outreach and administrative experience as well. The final and most important reason one should intern for a startup is the opportunity to grow with the company. As the company gets bigger you get more work. You learn as you go with new opportunities always presenting themselves. It really is amazing to work in a startup atmosphere. There is opportunity to gain experience and develop your skills. A startup is also a less intimidating environment, allowing newer interns to better adjust to the professional atmosphere.

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101. They sparked conversation and brought up points I thought were unique and insightful. One was about unique leadership qualities; these being tact, trust, humor and foresight. A leader should be able to guide a group without putting themselves on a pedestal. It is important to be both professional and human, in order to make real connections with others. Another workshop talked about ethics and each group had several scenarios to work out, while at the same time prompting conversations about personal experiences with ethical

dilemmas in the professional realm. Another huge benefit of this Conference was really learning about different outlooks and perspectives. I had a very beneficial conversation with a president of a California Chapter who spoke about thinking in terms of the outcome. Some people could look at anyone and find what made them special and then would highlight that quality. Others are always calm, and collected while managing a group. Then there are those who can captivate crowds with words. All leaders are different and I saw a variety of leadership styles that I hope I can bring back to this Chapter.

In the upcoming years I would love for our Chapter to send at least two people down to National Assembly each year. One person will be the Delegate and the other would shadow the Delegate and then take that position the following year. This way our representatives are always informed and ready for their position. It would also be great to have more New York City representation at the next National Assembly. It was an amazing experience and I am extremely thankful for being elected to represent our PRSSA chapter.

(National Assembly Continued…)

Take a Chance on Love FIT’s 5th Annual Speed Dating Event

By Sarita Nauth

This year over 100 college students across New York took a chance on love at FIT PRSSA’s 5th annual speed dating event. Ever since PRSSA’s speed dating started back in 2010, this event has become one of the most talked about events on campus. This year PRSSA was presented with the Best Fundraising Award at the Inauguration and Recognition Dinner. The event aims to bring people together and raise money for members to attend National Assembly and Regional Conference. In efforts to build leadership training, committee leads were selected to help manage their committee to help our members develop leadership and management skills as well as ensure the success of our event. Committees ranged from public relations, decorations, ticket sales, and sponsorship. This year’s theme was “Casino Night,” which featured poker chips, black, yellow and red décor and this year’s message, “Take a Chance on

Love.” Our event welcomed guys from NYU, Stevens Institute of Technology, Columbia, Pace, Baruch, Kingsborough and more. Attendees had a total of 60 seconds with each person until the women had to rotate to the next. Compatible couples met up during intermission to mingle or after the event. The hosts, Rachel Levy and Audrey Anjos filled the room with laughter and joy as they interactively engaged with guests to help calm those first-time speeding dating jitters. Our sponsorship committee did

a spectacular job getting raffle prizes and food from Modell’s, Chipotle, Red Bull, New York TeAmA, Pubslush, Artizia, Argo Tea, and much more. Our Chapter was able to raise over $1,000 to send members to National Conference, National Assembly, and other member incentives. “A Match Made on Seventh” was also featured in W27, an FIT newspaper publication as well as Guest of a Guest.

Year Six of “A Match Made on Seventh” here we come!

Speed Dating Event at the Fashion Institute of Technology

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presence. They shared little bits of their learned knowledge that was really helpful and relevant to us as young professionals. Overall the Conference was an amazing experience. I really learned so much not only about PR, but also about interacting with other professionals and the power of networking. It was really valuable, as well, to spend time with our own PRSSA Chapter members and foster those relationships. With stronger relationships we can be an even stronger Chapter. I loved Regional Conference and I look forward to attending future events.

The Benefits of Regional Conference

More than Speeches By Nicole Armeno

Many think about Regional Conference for its usual benefits, the networking, the speakers, and the workshops. However there are underlying benefits of Regional Conference as well. It is such a valuable quality to be able to talk to other colleague’s on a professional level. Conference allows you to meet other PRSSA members from all over the region and simply talk to them. Some find it hard to spark a conversation with those they don’t know. Here, you can start conversations and practice becoming comfortable with reaching out to others. In public relations there are many times when you have to reach out and start conversations with those you do not know. Conference also has the ability to spark new ideas and innovation. Another valuable takeaway was the smaller advice from the speakers. One of the breakout sessions was about startups and innovative ideas. After the talk some of the speakers chatted with small groups giving us advice about social media and our online

Right to left top: Kaitlyn Provenzano, John Thom, Carly Rebecchi, Nicole Armeno, Daniel Provencher Right to left bottom: Priyanka Anand, Nikki Lakin

and Illana Maurer

Going the Extra Mile Goes a Long Way

(no pun intended) By Illana Maurer

This past week I started my spring internship at Elle Communications. Elle Communications is a PR boutique with locations in Los Angeles, New York and San Diego that creates public relations, marketing and event campaigns for clients. Being that the main offices for Elle are on the West Coast, it’s just my boss and I working side-by-side in a Grind Workspace. On my first day, I learned about the clients I would be working with for the duration of my time at Elle. I also researched attendees and bloggers for one of our client’s upcoming media and blogger PR event. All exciting and new to me, however, relatively simple in the grand scheme of tasks a PR intern could be asked of. Day 2, Friday, was a completely different story. I was given the responsibility of researching, getting quotes and actually purchasing a list of items needed for our client’s upcoming event. By 10AM I had ordered the necessary signage and after my lunch break I knew I was going to need to purchase the

remaining items on the list. Come 1PM, I had fully embodied Anne Hathaway’s character from the movie, “The Devil Wears Prada,” in the fact that I was flying around the city with not a free spot in my hands or on my arms. Carrying the signage and various other decorations, I now began my trek in the rain to The Home Depot for the final necessities: 12 assorted pots with re-planted succulents. After finding the pots and plants, sending pictures of them with prices, getting the Gardening Department to re-plant the new pots, and paying for it all with the client’s card information, I found myself with a free hand for my iPhone to check the time. I realized then that it was 5:30PM on a Friday night and I was at The Home Depot buying plants for someone I had never met, but with a vision I had been forced to understand. Did I have other places to be? Yes. Was I exhausted? You can say that again. But would I do it again? The funny thing is if I’d actually been asked this question, the answer would’ve been yes. The accolades and praise I received once I finally got back to the workspace at a quarter to 6PM (after having 3 wonderful NYC cab drivers ditch me once they saw I needed assistance getting into the cab) was worth every second of the frizzy-haired Friday afternoon I had. By showing how much I cared about the simple task I was given, I showed my boss how trustworthy, responsible and passionate I am towards every task I am given, big or small. Being that this was only my second day at Elle, I was proud of myself for being able to give the impression that I can handle anything that is thrown at me. Going the extra mile really goes a long way in a career where self-motivation is such a sought after component in the job description. All in all, what I’ve learned so far is that in the PR industry, if you have nothing to do, you’re doing something wrong.

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Interview With Jason Davis, Publicist at Atlantic Records

By Brittany Sheeran

Every day I go into work and pass Jason Davis’ desk. Every morning I send him an email on the coverage I find on the artists under his roster. His Artist Roster mainly includes Urban artists such as Ty Dolla $ign, but he does have a few artists that have become household names, like Ed Sheeran. So what is it that Jason Davis does? I sat down in a newly empty office to speak with him. Jason is a publicist for Atlantic Records and has a list of artists he is responsible for. Jason’s job is to get press coverage for his artists and ultimately, make them successful, which in turn usually means, famous. He expressed how it’s not always easy, and that the position takes a lot of hard work and persistence. He stated how in the moment, the job can be very stressful but it ends up being so rewarding when an artist sells records and sells out shows. Jason explained that although that is exciting, it then leads to more work. “You pushed so hard to get that artist their big break, it comes, they’re famous, and now there are new responsibilities, more

contacts to deal with and more requests,” he said. Still, he thinks of the job as having no cons because he is lucky to have a job, let alone in the exact industry he wants to be in. Getting to his current position came from good timing, hard work, and networking. He started Atlantic Records as an intern his sophomore year as a PR assistant. After two summers of interning, he was offered a publicity assistant position while still in school at Buffalo. He was able to manage finishing school and working due to online classes. He worked during the day and then went home to Long Island to do homework. He even had to fly to Buffalo to take a few finals. Although good timing and connections played a big role in Jason’s start at Atlantic, it definitely wasn’t the only thing. His hard work and filling his plate high got him where he is today. Jason then continued as an assistant for three years and was promoted to a Publicist, where he was given his own roster of artists. Up until January 2014 he was still assisting other publicists. With that, he then played the role of both publicist and assistant. His extremely overwhelming workload paid off when this past January the publicity department was revamped which led him to solely be a publicist, where he has his own office. I asked more about his transition from assistant to publicist because many PR students hope to one day be in the same position. He compared it to marathon runners who train with weights so that once they are taken off you become faster, lighter, and better. “Those weights prepare you for the real thing. Assisting is like a reactive position where as being a publicist is proactive,” he said. He deals now with questions such as what shows are we going to book? When should we send the release out? What outlet should get the exclusive single release? When he was an assistant he dealt with the aftermath of it. Once

the publicist he was assisting answered those questions, he had to make it happen by officially booking the venues and shows and sending out the releases. Jason also expressed how he has become very close friends with Ed Sheeran, who he considerers his greatest accomplishment. He was an assistant when Ed Sheeran started to hit the scene so he was able to deal with his breakout from beginning to what it is now. Ed was on a Snow Patrol tour but didn’t get anywhere so the publicity department, including him pushed and pushed but he still wasn’t breaking through. When he sold-out three nights in Madison Square Garden, Jason knew it was a huge accomplishment. It also made it much more special since he became close with him throughout the years of his transition from assistant to publicist. He is now Ed’s publicist so it’s almost like they grew together, from assistant to publicist and from unknown artist to worldwide phenomenon. His advice to students was simple but powerful, “Appreciate everything, the entire journey and climbing the ladder.” He suggested becoming a well-rounded individual in the company and industry by learning what every department does. He explained that it’s good to know your job, and your department, but you often need help from other departments so understanding what everyone does is crucial for team success. He told me he decided to write his own press releases instead of sending them elsewhere to be written because he enjoys writing and didn’t want to lose that, something many of us can relate to. He found it was not only faster but also helpful in learning what other departments do. He left off with saying, “You can never know everything in this industry, things are always changing and anything can happen.”

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Farewell, Seniors Oh, the Places You’ll Go!

As graduating seniors, we attend our last few PRSSA meetings with smiles and sadness. Smiles because we’ve had the opportunity to intern with top brands and agencies, travel across the country and out of the country, attend amazing events, speak with motivational professionals and build lasting friendships along the way. Even though we’re saddened by the thought of never meeting in A337 every Thursday from 1-2PM, we know the adventures that await us will build new memories.

Amanda Schimmenti— Thanks to the convincing of great friends I made the leap into PRSSA during my junior year, but I absolutely wish I had joined while I was a freshman. Even though I have only been a member for the past two years I feel like it is something I have been a part of my whole college career. I think that my only friends at FIT are in PRSSA (which is 90% true). During my time at F.I.T I have had the opportunity to attend Cheerleading Nationals in Daytona (Yes, we used to have a Cheerleading team), intern in London, attend Regional Conference in Boston and intern for two amazing companies

during my senior year. PRSSA opened my eyes to all the different career opportunities that are available. After interning at Michael Kors I knew fashion was something I wanted to avoid and that is how I ended up at my current internship at Modell’s Sporting Goods. I did a 180 this year when I went from working in the fashion industry to sports marketing, but just from listening to panels during our meetings I knew this change was acceptable. PRSSA will always be a great talking point during interviews and an amazing memory to have when I reflect on my college career. Although I may not want to do PR (still deciding), I know it is always a direction I could go in because of all the networking opportunities and resources I have access to. During freshman year, much of what I hoped to accomplish seemed unreachable. However, because of PRSSA and the friendships I have built I am satisfied with who I’ve become during my college career and I am ready to start the next chapter of my life.

Jaimie Caiazzo— From the time I was a little girl, I dreamed of attending the Fashion Institute of Technology for college. I knew many women who had gone there to study fashion, and I saw how their careers took off and provided them with opportunities that only FIT Alums would be offered. As I was getting ready to graduate from high school, I tried finding my niche, something that made me unique. When I realized that Communications was a career that would show my passion of planning and talking, I knew that this would be my future. Upon being accepted to my dream school, I reached out to a friend of mine who was a sophomore at the time. She told me that I had to join her at a meeting on Thursdays for an organization called PRSSA. I had no idea that one meeting in my first semester of college would change

my life. PRSSA has not only taught me the importance of Public Relations, but it also has helped me gain confidence and professional strength. The members of our chapter are all big dreamers, and we work hard to make our dreams become a reality. I have been Vice President of our Chapter since my sophomore year and it has been the most rewarding experience of my college career. I have made amazing professional connections, heard powerful PR professionals speak at Conferences around the country and have made my closest friends through PRSSA. We are constantly learning from one another, whether we are freshmen or seniors. PRSSA has taught me passion and persistence, and because of that I have secured a job in Consumer PR even before graduating. I hope that our amazing experiences will help encourage future members to pursue any and all dreams they may have! PRSSA has created an everlasting link to the field of PR and a bond with members that I know I will always cherish!

Karina Sumano— As a freshman joining PRSSA, I was never the first one to speak up or take on a leadership role. I thought joining a club or pre-professional organization, in this case, where I didn’t know a single person was enough of a risk in itself. As meetings went by, I slowly branched out of my comfort zone and had enough points to attend National Assembly in Charlotte, North Carolina. This was a major

Right to left top: Brittany Sheeran, Jaimie Caiazzo, Kirsten Gonzalez, Sarah Hutchison

Right to left bottom: Victoria Sanders, Amanda Schimmenti and Karina Sumano

(Continued on page 7)

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turning point for me and led me to run for VP of Public Relations, which opened up endless opportunities. During my four years at FIT, I have traveled across the country to California to host a session at Conference along with three other members in front of other Chapters. I was able to travel and work in London, which was an amazing and unforgettable experience. I interned at Ralph Lauren, learned I hated fashion; interned at a PR agency, learned that wasn’t really for me either; interned at an experiential marketing agency, learned I loved working there, but I wasn’t ready for a 9-5 office setting immediately after college. All of this led me to the biggest decision in my young career thus far; moving to Costa Rica for six months to teach English. Even though I’m not pursuing a career in PR or even marketing directly after college, it’s the experiences at FIT and PRSSA that have led me to where I am now. Traveling has always been a passion of mine and if I have learned anything in my four years of college, it’s to follow your dreams and passion, even if it seems unachievable and unrealistic at first.

Kirsten Gonzalez— As a transfer student joining FIT my sophomore year I was late to the game. FIT is a college filled with driven students, working to get not

Farewell, Seniors Continued… only good grades, but as many internships under their belts as possible during their four years here. By joining PRSSA, I was able to catch up with my fellow classmates through various networking events, workshops, internship postings, and panels hosted by the Chapter. Aside from the great opportunities that PRSSA has to offer, my favorite part of the Chapter was our weekly meetings. Every Thursday at 1pm in room A337 I was able to meet with a group of like-minded people that soon became some of my closest friends here at FIT.

Victoria Sanders— PRSSA is the reason I am where I am today. I went to FIT with a goal as a freshman, along the way the huge change from small town high school student to big city college student may have altered that goal but PRSSA is what kept me grounded. I met all of my friends at FIT through PRSSA and ironically enough we all have very similar personalities and attitudes, strong-willed, confident, and determined to pursue our dreams. I have no doubt in my mind we are all going to succeed. I held two executive board positions while I was part of our Chapter and both helped catapult my pre-professional career. I was able to travel all around the nation, meet the most amazing people and even gain experience that not many others at FIT can say they had. I was able to obtain my first internship through networking with one of our

guest speakers at PRSSA and still keep in contact with many of them today. I encourage everyone who is even slightly interested in marketing and public relations or someone who is just looking for a fun extra curricular activity to become part of FIT’s PRSSA. I am ready to face the next chapter of my life and I owe a lot of it to my friends, my education and my experience as a member of PRSSA. #FITPRGIRLS for LIFE!!

Photo Booth…

Best Fundraising Award for PRSSA’s Speed Dating Event

Raising money at Thursday’s bake sale!

PRSSA at FIT’s Inauguration and Recognition Dinner

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FIT_PRSSA

Why write for Prism?

! Gain valuable writing experience

! Become a published writer ! Build your portfolio and

improve your resume ! Receive 2 points per article

Spring 2014 Executive Board

President Sarah Hutchison

Vice President Jaimie Caiazzo

Treasurer Priyanka Anand

VP of Chapter Development Victoria Sanders

VP of Public Relations Karina Sumano

Historian John Thom

Firm Director Brittany DeMarco

VP of Student Representation Sarita Nauth

Faculty Advisor Professor Roberta Elins

Editor in Chief Karina Sumano

Contributing Writers

Nicole Armeno Jaimie Caiazzo

Kirsten Gonzalez Jessica Katz

Illana Maurer Sarita Nauth

Amanda Schimmenti Victoria Sanders Brittany Sheeran Karina Sumano

FIT @PRSSA

FIT_PRSSA

FITPRSSA.weebly.com

Executive Board for 2014-2015

Wishing the new leaders the best of

luck!

Right to left: Tiffany Chao, Paige Vaczi, Sarita Nauth, Jennifer Persamanos, John Thom, Nicole Armeno, Rachel Levy, and Carly Rebecchi. Missing from photo: Audrey Anjos and Kayla Conover

Performance Award Presented to Nicole

Armeno

Perfect Attendance at Student Council

Meetings Presented to Sarita Nauth

Looking Towards the Future…