Robert Foschia, Assistant Professor, Public Relations Program, Department of English, Kutztown University of Pennsylvania
The first thing I lead with when I am asked about my new-ish position at Kutztown is the two-semester capstone course in The Agency, and the work students do there. Seeing students helm projects and learn skills has been a wonderful experience as an educator, but more importantly, the course builds a camaraderie between participants that is very special. While they build tangible portfolios for future employers, the more important skill I cannot direct but pray happens serendipitously is this community-building that occurs, both in and outside the classroom. My colleague Dr. Amy O’Brien built these partnerships and program from scratch, and even after two years at the University I am amazed at what a special experience exists at the Agency.
We are fortunate enough at Kutztown to have a reserved space, named The Agency, where students have access to resources and meeting space. It is a collaborative room that features sharelink screens, so student teams can huddle on hot desks and work through projects without having to fight to reserve multimedia rooms or find spaces. We can also have guest speakers, clients, and video calls in the room, which adds a level of professionalism and authenticity that is unavailable in a traditional classroom. Individual class sessions can be run akin to professional meetings, or develop into informal conversations about client feedback, difficulties with coworkers, or any of the numerous things professors take for granted.
The Kutztown PR program’s senior practicum, The Agency Experience, parts 1 & 2, depends heavily on collaboration with local organizations. As members of the Agency staff, students practice networking, build portfolios, and interact directly with clients as they develop their professional skills. Agency students have worked with the Kutztown Community Partnership to research the potential Art & History Walking Tour of the Borough of Kutztown, supported the installation of murals on YoungOnes and The Bagel Bar Café via media relations, created branding materials (logos, website prototypes) and conducted in-person interviews for a veterans oral history program, provided a website audit, brand plan, and communication strategy for Kutztown University’s Honors Program, and supported the refurbishment and rebranding of the Kutztown Strand Theatre. The primary ongoing client for the Agency is work done for The Strand Theater. A historic landmark in the Kutztown community is undergoing a renovation. Students are gaining experience in working on a project with multiple stakeholders, including local residents, the theater owners, the KCP, and the University itself
The Agency began working with the KCP in Fall 2020. Students have supported the KCP through several projects, including interviewing Vietnam Veterans for the Kutztown Community Veterans Heritage Project. The Agency also worked on creating promotions for the installation of two murals within Kutztown. This year, The Kutztown Community Veterans Heritage Project work paired students with a Vietnam veteran to gather information about the veteran’s service experience, which they will write and compile into a book that celebrates the service and documents the many sacrifices made by the veterans. Students had to navigate real-time crises such as community members petitioning the theater to show movies while the license was in flux. A textbook is unable to demonstrate the complexity of navigating clients, legal issues, and residents, and how to respond in these situations.
The accessibility of a continuing client is wonderful for students, who have the chance to see peers work on a project in their sophomore and junior years before getting to pitch their own ideas in the Agency course. “Witnessing the theatre’s renovation has been so exciting,” said Dr. Amy O’Brien, director of the PR program. “I’m proud to see my students connected to the Kutztown community with our KCP partnership, and looking forward to the other PR-focused opportunities we will have through the Strand Theatre Renovation Project.” Another aspect is the location—the theater is quite literally down the street from the campus. Many students live on the main drag where the theater sits just right around the corner. In the past, I’ve partnered classes with clients who might Zoom in or stop by, and it feels more like a guest lecture one-off. In this situation, students go to class, walk (or shuttle) home, and visit the client. This helps foster conversations with students about where they want to live, how far they want to commute, do they want to see work in their personal time. This makes the client part of the extended campus and removes barriers for students.
Amy’s work with The Strand project has become the lynchpin of the program, allowing students to have something material to push off of. Where biology or physics majors need labs, and nurses need medical simulations, often for PR educators, the ‘lab’ becomes harder to pin down. Securing a client, one that is open to student work products and gives positive feedback and allows for involvement, is not always the case. Clients can sometimes can be donating time or not integrated into the course—in my own experience, I have invited clients in that don’t fit the course very well. To be able to partner with a client over several cohorts creates a lasting partnership that continues to deliver exceptional experiences for students.
Students are also involved in the ongoing project, witnessing the impact of civic and political leadership. Agency Seniors attended State Senator Judy Schwank’s press conference, where it was announced that she had secured a 373,500 grant to continue the historic theatre’s renovation. The Agency students briefly met with Senator Schwank to discuss their involvement with the KCP and Strand Theatre. Since August 2022, The Agency has partnered with the KCP to develop and implement communication strategies for the Strand Theatre as it undergoes renovation and refurbishment. Senior Lismeylin Feliz commented that “The agency has given the ability to see both of my interest, PR and law, together. Meeting state senators and seeing how government and private sector intersect helps clarify what I want to do in the future." The Strand-KCP partnership also helps redefine PR as more than the traditional corporate route, exploring a wide array of activism, community impact, and small business applications that exist.
The Agency takes students out of the classroom and puts these skills into practice in real-world scenarios. A wonderful experience happens when discussing students' experience in Fall versus Spring semesters; in Fall, students often lament learning new skills or situations that push past their comfort zones. From “I’ve never written a press release for an actual client before!” “I know nothing about photography—how am I supposed to learn this?” to “this job is asking for a portfolio, should I include my event planning flyers and social posts or just the livestreamed video content?” Students constantly upskill and become confident in skills that they take into a variety of roles. Students build portfolios across a variety of roles, from community organizing to public affairs and strengthening digital content skills.
Student response to the Agency experience has been motivating: Megan Hughes, a graduating Senior, referred to the capstone as “great preparation,” where she has “strengthened my media strategy skills by conducting research and designing website and social media content.” Another student, Grace Levy, commented that navigate multiple projects all while on deadline. I learned more about community outreach, designing and implementing campaigns, and client management."
None of this would be possible without the leadership and vision of Dr. O’Brien. I feel very lucky to have waltzed into a situation where such a unique experience is available to students, who work on a revitalization project that will make a positive impact on the local community every time they return as alumni. I feel lucky to be a part of this team and witness the development of young PR pros. What I love about this program is the wide array of opportunities and career directions that are available to students. We also show how Public Relations can be a force for good in their own backyards, with immediate impact from the campaigns they produce.