Maymester course focuses on journalism and public relations professions in Atlanta
by Marvin Beach

Sometimes from the bunker-like surroundings of classes deep inside the Carolina Coliseum, students wonder what opportunities will be available to them when they emerge and begin their careers.

A new Maymester course is designed to provide some answers. “The Atlanta Public Relations and Journalism Experience” gives students the chance to see what journalists and public relations practitioners do on a daily basis.

Professors Beth Dickey, Lisa Sisk, and Kent Sidel organized the class, which gave 24 undergraduates the opportunity to spend one week in Atlanta, interacting with professionals from news and public relations organizations.

The first two weeks were spent in Columbia, learning about the organizations they were to visit and researching current issues affecting journalism and public relations. Field trips to local media outlets included a tour of The State newspaper, USC/Ifra Newsplex and the Chernoff-Newman integrated communications firm.

Once in Atlanta, the group lodged on the Georgia Tech campus in dorms built for the 1996 Olympics. The students were pleasantly surprised with the quality of the housing facilities and the affability of the residence staff.

The major public relations firm the class visited was the Atlanta branch of Manning, Selvage, & Lee. There they discussed the importance of building strong relationships with reporters and media outlets with SJMC alumnus Stephen Brown, vice-president of media relations. Students also had the opportunity to sample the new coffee-flavored Coca-Cola product, “Coke Blak,” and decide which media outlets would be best for marketing the product. Lisa Sisk said she believed that the experience gave her students “a unique opportunity to see what real public relations practitioners do on a day-to-day basis.”

Much of the week was focused on visits with public relations staff at various attractions in Atlanta. At the Center for Puppetry Arts, public relations manager Shannon Frye spoke about her duties working at a non-profit organization. The group also met with President Carter’s press secretary at the Carter Center, which promotes human rights and democracy around the world. Senior Matt Taylor said that he enjoyed visiting the Presidential Library and Museum. “It was amazing seeing all that [President Carter] has done in his career and how a farmer from Plains, Georgia went on to become president,” he said.

Other tours gave students an inside look at what happens behind the scenes at major organizations. “We’ve had amazing access, compared to what the general public gets to see,” said Beth Dickey. For example, the class had a private tour of the High Museum, and met with public relations director Cassandra Champion. At the Centers for Disease Control, they had a briefing with top-level media relations personnel and viewed the pressroom and emergency operations facility. They also explored the new Georgia Aquarium, visited the facility’s hospital, and witnessed the spectacular view from the top of the whale shark tank.

At other destinations, they learned about the history of Coca-Cola at the World of Coke, viewed the Martin Luther King Jr. gravesite at the King Center, and walked on the field at the Georgia Dome. For lunch, they were treated to the best hotdogs in town at the Varsity Junior by SJMC alumnus Susan Gordy.

Later in the week, the class focused on the major news organizations in Atlanta. They received a VIP tour at CNN Center and walked on the sets of every major CNN network. They also went into the CNN control room and watched directors and producers at work. Afterward, they spoke with Paul Ferguson, assignment editor for CNN International, who discussed the changes in international journalism and what differentiates a great story from a good story.

Students learned about the workings of a daily newspaper at theAtlanta-Journal Constitution as they sat in on the afternoon budget meeting. Editors from each section of the paper discussed the progress of ongoing stories and decided which ones would make the front page. After the meeting, the deputy editor gauged students’ opinions on what makes a good front-page story.

On the final day in Atlanta, the group learned how local news is reported at WSB Television and Radio. They viewed the newsroom and studios for WSB channel 2, and saw the working studios for WSB radio and four other Atlanta stations. Along the tour, they stopped to speak with Scott Slade, radio host of Atlanta’s Morning News, along with producer Mark Arum. SJMC alumnus Beth Wright talked about how a local story is written, filmed and broadcast for the evening news.

On the way home, the class endured stormy weather to stop at BMW’s North American Headquarters in Spartanburg, South Carolina. Public relations director Bunny Richardson, another SJMC alumnus, told students how BMW is involved in the community and how the company protects its branding image. The students also explored the automotive displays inside the BMW Zentrum and watched a virtual factory tour.

Overall, the Atlanta experience benefited everyone involved. Students were able to form connections with possible future employers. The university was able to build partnerships with Georgia Tech and all of the organizations visited. These relationships will help to increase the reputation and prestige of the University of South Carolina. Journalism professor Kent Sidel called the course “a grand opportunity for USC students to expand their horizons in all sorts of media fields.”

“As a rising sophomore, seeing the journalistic options in Atlanta motivated me to do well so that I can work there some day,” said sophomore Krystal Booker. After the great success of the class, plans are already underway to offer the course again next year.

Marvin Beach is a sophomore electronic journalism major at the USC School of Journalism and Mass Communications. He is interested in working in television or radio broadcasting after graduation. Marvin graduated from Chapman High School in Inman, S.C., where he served as editor of the student newspaper, The Prowl.