By Laura Beth Moore
Did you know Baylor offers more than 190 various student organizations? Not only do these organizations help you meet other students in your major, but they also provide opportunities and internships. As a Journalism, Public Relations & New Media major, I decided to join the Baylor chapter of Public Relations Student Society of America. PRSSA serves as a bridge for students to meet and learn from PR agents. Baylor’s PRSSA chapter will frequently email us when different PR conferences, events and various opportunities arise. A couple of weeks ago I received an email about an opportunity to tour the GolinHarris agency.
The GolinHarris agency began in 1956 when Al Golin saw the potential to market a hamburger stand. What started small has now become the world’s largest fast food chain, McDonald’s. Today, GolinHarris has 45 offices throughout North and South America, Europe, the Middle East, Africa and Asia.
The greater Texas branch, located in Dallas, invited university students to attend an office open house. Eight Baylor students, including myself, attended along with students from University of Oklahoma, Southern Methodist University, Texas Christian University and more. I loved the opportunity to meet and network with other public relations students. It’s thrilling to meet people who are passionate about the same things you are. It’s interesting to collaborate on ideas and see what they’re learning too. After chatting and enjoying some Southwest wraps, we all headed into the conference room to begin.
Bright and cheerful Baylor alum, Ginger Porter, welcomed us to the Dallas office. She has been with GolinHarris for 12 years and now is the director over the greater Texas branch. My attention was captivated as she described her passion for PR and walked us through the history of GolinHarris. As Porter described, GolinHarris prides itself on relationships. It’s easy to see the tight knit and friendly relationships between the staff in the office. Their community spills over into their focus on cultivating a strong relationship between the employees and clients. The ripple effect continues with inspiring clients to gain and maintain relationships with their stakeholders. The 57-year-long account with McDonald’s proves their commitment to focus on long-term relationships with their clients.
One of their prominent features, The Bridge, was designed by GolinHarris to integrate real-time news headlines to spur on business marketing strategies. The Bridge serves as a philosophy and a physical environment.
The 5 Bridge techniques include:
- Insights into Action
- Relationship Building
- Hype-Revelant Media Relations
- Customer Engagement
- Content Creation
After explaining The Bridge concept the Director of Real-Time Engagement Stephanie Matthews issued a challenge for us. We were given 10 minutes to come up with various ways to attract a certain ESPN reporter’s attention and influence to GolinHarris’ client AccuWeather. Slips of paper were passed out and the pressure was on. The winner of the challenge received a lunch with directory Ginger Porter while the two honorable mentions would be given the opportunity to shadow the office for a week. I quickly rushed to the conference room to begin writing.
I was so nervous. My mind was racing, and I could barley read. I took a deep breath and thought, “OK, what did she say they’re looking for?” In the margin, I began to list out various ideas. One idea actually came from my PR class lecture last week. We were talking about ways to grab the media’s attention in creative ways. Dr. Bates used the RGIII for Heisman Baylor campaign as an example. They sent out baseball cards with RGII’s stats and information. Since the task was marketing to this ESPN reporter, I suggested sending the reporter AccuWeather baseball cards with information promoting the company. I scribbled down my ideas, hoped I spelled everything right, turned it in and headed to the next session.
They offered four different sessions students could pick from including: How to be a Rockstar Intern, Resume and Internship 101, The Bridge Information Session and Recent Client Campaigns. I attended the session where various employees presented recent case studies and campaigns they have worked on for Texas Instruments and PetSmart. I tried to jot down as many ideas as I could as they spoke. They’ve even worked with Josh Dumel and Nicholas Sparks on various PetSmart promotions.
At the conclusion of the sessions they announced the winners of the challenge. I was shocked to hear my name called out as they announced the two runners-up! I can’t wait to go back and shadow! I am extremely thankful for Baylor presenting students with opportunities like this! I’ll have to let you know how it goes!