Public Relations and Advertising (MA)
5 Minutes with Eunjin Kim
Television advertising is constantly evolving to create connections with potential consumers. One recent trend has been away from the traditional second-person type of commercial, where the actors pitch directly to the viewer, toward a third-person approach, where the actors tell a story. What’s behind this trend toward more narrative advertising, does it work, and why?
“One of the best parts about Annenberg has been the opportunities I’ve had access to.” – Katrina Swarthout ’18 (M.A., Strategic Public Relations).
Maria Rodriguez’s video thesis secured her more than just a master’s degree. It landed her a job.
Leigh Lehman’s journey towards public relations was one of chance. “Honestly, I fell into it,” she said. After obtaining a job as a PR student worker for a dean on campus during her sophomore year of college, Lehman, who later went on to graduate in 2009 with a master’s in strategic public relations, was responsible for promoting school groups and student services in on-campus publications and local outlets. Thinking back to these opportunities, she wrote, “There was something about telling those interesting stories and connecting groups and causes with the needs of students that stuck with me.” This experience was one which steered her towards PR.
Fred Cook has had a lot of jobs.
What are the three greatest lessons that you have learned in your time at Annenberg? “Challenge yourself, in every aspect you can. Know your value. Figure out what you love and for god’s sake, go do it.” Emma Daniels , 25.
As a second-year graduate student in the MSPR program at USC Annenberg, Daniels has developed into a PR guru, spending her graduate career working with USC Marshall...
This year’s Kenneth Owler Smith (KOS) Symposium, in its 27th year, was hosted by the USC Annenberg’s Center for Public Relations and included a full roster of events.