My Experience at South Beach Food & Wine Festival

I recently had the pleasure of working at the 2012 South Beach Wine and Food Festival (SOBEWFF) here in Miami! I was a press and media associate thanks to my school, Florida International University’s School of Journalism and Mass Communication. 
I had always wanted to participate at a South Beach Wine and Food Festival (SOBEWFF) ever since I’d heard of the exciting demonstrations and chefs that attended this event. When I found out the FIU School of Journalism and Mass Communication (SJMC) would be hiring students this year to help with the festival, I was ecstatic to sign up and participate in this year’s festivities.

I worked as a press and media associate for two events: “Flavors of Flay with Bobby Flay” and “Trucks on The Beach, the Official Festival Closing Party hosted by Andrew Zimmern.” Being that I am a foodie and I always have the Food Network ch
Not only would I work with fellow foodies but I would also be able to use my public relations skills to gain experience and network with other professionals in a field that I hope to enter in the near future. I made numerous contacts with account executives from Brustman Carrino Public Relations and I was able to learn more about PR and how these individuals were successful throughout their careers. I enjoyed networking with these executives and influential people and I am looking forward to keeping in touch with them.annel on, I instantly recognized these celebrity chefs and couldn’t wait to work these events. 

All in all, my experience at the SOBEWFF was unforgettable and I would do it again in a heartbeat. Without the help and the dedication of FIU’s SJMC, this opportunity wouldn’t have been possible so I sincerely appreciate their efforts and dedication to their students.

– Mariangela Imbrenda imbrendam@gmail.com

PRSSA Members Awarded Esteemed Ev Clay/PRSA Miami Scholarship

Prestige and passion will cross paths at Jungle Island this October when two FIU PRSSA members accept the Ev Clay/PRSA Miami Chapter Scholarship. This year PRSSA executive board members Christian Williams, National Liaison, and Jillian Goltzman, Director of Fundraising, will be presented an award of $1,500 at the annual Endowment Fund Luncheon.

 

Chair Tim Dodson and PRSA Miami have invited all award recipients from FIU, Florida Memorial College, Miami Dade College and the University of Miami to speak about their career aspirations at the event.

 

 The Ev Clay/PRSA Miami Chapter Endowment Fund is the largest scholarship fund operated by a PRSA chapter in the nation. The endowment fund, which was established in 1985, serves as a memory of Miami public relations innovator Everett A . Clay.

 

For 24 years, PRSA Miami has awarded 87 students studying public relations in South Florida with more than $117,000. The award was open exclusively to PRSSA students and sought to find a level of ethics, education, leadership and commitment to the public relations field.

 

“Some call it giving back; I call it leading the way to the youth to get to where they want to be,” said Gretel Perez, last year’s recipient and former FIU PRSSA president. Both Perez and former PRSSA vice president, Sabrina Gomez, were honored to be awarded the scholarship in 2011.

 

As a single mother who works a full-time job and has successfully owned her own business, Cresco Communications, Gomez “felt a great sense of accomplishment.” While trying to maintain high grades and make an impact on campus, the scholarship had made all of Gomez’ hard work “up to that point well worth it.”

 

Similarly to Gomez, PRSA holds a significant spot in Perez’ life. “As students, we go to school with the motivation to know more about the public relations field. However, not all the learning is gathered from books but also from the individuals that take time to share their experiences and advice,” she said.

 

Annabel Beyra, former PRSA Miami President, and Perez both crossed paths through the organization. The networking match opened doors for Perez and granted Beyra an enthusiastic intern. “I always admired her professionalism and work ethics, which is why I was delighted when she allowed me the opportunity to join her team as an intern at Fusion,” said Perez.

 

Both Williams and Goltzman join the ranks of thankful past recipients and plan to fuel their PR future and education with the distinction of the Ev Clay/PRSA Miami Chapter Scholarship. FIU PRSSA is PRoud of their fellow members’ accomplishments.

 

For information on upcoming scholarship opportunities become a fan of FIU PRSSA on Facebook and follow us on Twitter @fiuprssa. 

Fashion PR: What does it take?

We can’t ignore that most of us who are looking into a career in Fashion PR, were first introduced to this world with the likes of Whitney, LC, Samantha from Sex and the City and of course Ms. Kelly Cutrone. I, for one, can say this is the case for me. At first, I could not wrap my head around exactly what fashion public relations entailed. Was it pitching clothes to magazines? Providing clothes for magazine editorials and fashion shoots? Do you get to attend fashion shows and sit front row? The answer is NO (Atleast not as an intern) On MTV’s “The City”, Whitney’s first internship after moving to New York was at DVF. I mean really, is it that easy? The answer is again, NO.

(Office photo courtesy of www.fashion-stylist.net)

So what is fashion PR?

A career in fashion public relations entails building brands. As a fashion publicist you thrive to gain exposure for the brands you work for. You communicate sometimes daily and build relationships with editors, stylists, photographers and last but definitely not least, the press. Basically, you are the facilitator of publicity for fashions brands, shops, and designers. You can represent a variety of companies or work for one specific company. Managing and organizing events is also a big part of fashion pr. Within these events it is important to provide free products to editors, journalists, bloggers, and celebrities hoping they will use and write about your product. You must also of course, write and follow up on press releases as you would do in any industry in the public relations field.

 

To be able to gain the knowledge and skills to handle all these responsibilities and to execute them effectively, we must first start at the bottom.

Like anything in life, the key to true success in fashion PR is moving your way up the ladder. Yes, while you are climbing this ladder you are expected to be on your best fashion behavior. By this I mean, show the fashion world what you’ve got. How well you can put together an outfit and most importantly, how well you wear it. This of course, is the first requirement because if you are not stylishly talented then you’re in the wrong industry, at least that’s what I believe.

 

(Runway photo courtesy of www.stylenik.com)

The second requirement is equally as important as the first, its hard work. And by hard work I mean dedication, patience, long hours, charisma and drive. On my quest for an internship this summer, I have realized what most, if not all, companies are looking for is experience. They don’t necessarily ask for previous internships or experience working at a public relations firm but knowledge in social media, working with people, and most significantly experience persevering in some aspect of your life through hard work. If they see you have experience in the basic foundations that a career in public relations entails, then you have a foot in the door. Equally, the more internships you can land, events you can volunteer for, and experience you can gain from being involved in anything fashion or public relations related, will get you that much closer to landing your dream job.

 

So is it possible to intern at DVF in New York City and to sit front row at the Mara Hoffman show at Mercedes Benz New York Fashion Week? Yes. With the condition that you’ve built a hefty resume that oozes hard work, experience and fashion credibility.

-Luciana Padula (padulalucy@gmail.com)

 

 

PR Wonder Woman Kelly Cutrone visits Biscayne Bay Campus

MIAMI, FLA. - The Mama Wolf herself emerged into Florida International University’s (FIU) Wolfe University Center; although there was little huffing and puffing, she certainly blew students away. Kelly Cutrone, PR’s Wonder Woman, spoke to students on April 4 at FIU’s Biscayne Bay Campus (BBC).

Fashion publicist, entrepreneur, reality TV star, producer, New York Times best-selling author, and mother are just a few of the many hats Cutrone wears to suit her all-black wardrobe. As the founder of People’s Revolution, a leading PR and marketing firm with offices in New York, Los Angeles and Paris,  she has built up her own success from the ground up.

FIU student Lucy Padula with Kelly Cutrone.

Students at FIU’s School of Journalism and Mass Communication and Chaplin’s School of Hospitality and Tourism Management filled the Mary Ann Wolfe Theater to hear Cutrone speak. “She does things her own way and she has a fighter attitude; that same attitude paved the way for her success in her business,” said Luciana Padula, Public Relations Student Society of America member and communications student. The lecture captured the attention of an intimate group of nearly 50 students. “She appeals to her audience not because she is sweet and powerful, but because she does things her own way,” said Padula.

Cutrone certainly did things her own way when she set foot in New York City after graduating the Syracuse University in 1988. With a wallet with only ambition, garbage bags of clothing and a beat up Toyota Corolla, Cutrone preached the importance of identifying goals and reaching them, no matter who or what stands in the way. In her best-selling books “If You Have to Cry Go Outside,” and “Normal Gets Your Nowhere” she shared her struggles with the “fame monster” and her self-discovery while climbing up the ladder of fashion PR.

Meeting Kelly Cutrone after her lecture at FIU.

Lessons from Kelly Cutrone

1. Find Your Inner Voice (and Follow It)

Whether your passion and purpose is in fashion, art, medicine, law, science or love when you do identify this passion you must follow it blindly. “You have this inner voice inside of you regardless of where you’re from and regardless of what you know, and it’s telling you to do this thing,” she said speaking from her own personal discovery. Setting high goals is a replication of self-worth and the more you think you can achieve, the better you will do. The idea that Cutrone continuously embarked on throughout her lecture was the importance of our own self-fulfillment. There are people who will always try to mold you to what they feel you should be who Cutrone identified as “partners in a crime against you.”

Cutrone pointed out how common it is to see young college students pursuing degrees in the family trade or staying close to home to keep their loved ones content. In her novel “If You Have to Cry, Go Outside” Cutrone said: “If you’re the kind of person who senses there’s something out there for you beyond whatever it is you’re expected to do – if you want to be EXTRA-ordinary- you will not get there by hanging around a bunch of people who tell you you’re not extraordinary. Instead, you will probably become as ordinary as they expect you to be.”

2. Cutting the Cord Means Cutting the Cash

Cutrone left to New York at only 21 because Syracuse stifled her passions. Although she had no ultimate plans, New York City was her canvas to experiment on. With the support of her parents, a difficult acknowledgement to achieve considering her father hated the city, Cutrone was given a $2,000 starter check from her father. She never again beckoned for money, but instead she did everything in her power to stay self sufficient. Cutrone said that if you’re 21 years old and still receiving support from your parents it’s time to “give them a break.”

3. Be a PR Pro“We were totally punking it all of the way through,” remembered Cutrone when speaking Cutrone & Weinberg, her first firm started with friend Jason Weinberg who interned with her previous employer, Susan Blond. With a furry canine assistant named Theodore and a fax machine as a conference line the two began their own firm and handled names as large as Eartha Kitt. Cutrone recalled lying about getting disconnected from people like Frank Sinatra every time they would receive a fax during an important phone call. “We were so poor that we had a fax machine as a conference line,” she admitted. “Having no idea what I was doing was a really good thing for me,” she said to the auditorium.”I don’t think that not having a clue is going to work like it worked back then because the [public relations] field now is so built up and there are so many professionals,” said Cutrone. During Cutrone’s acceleration in public relations the definition had not built up as much momentum as it has in today’s business setting. “My parents thought I was in the publishing business,” she said.

According to the Bureau of Labor Statistics, the position of a public relations specialist is expected to grow 23 percent in the course of the next 18 years. Over 300,000 positions of PR specialists and managers exist in the United States today, so knowledge of the field differs from the obscurity in the time Cutrone had experienced it. ”You have to know what’s going on. You have to intern and be very specific about where you are going,” she expressed.

4. Don’t Be Afraid to Be Your Own Boss

Cutrone sets her own standards for People’s Revolution by setting specific rules for her brand and who it would represent.
“The great part about having your own business is that you get to make your own rules and do whatever you want,” she said. Cutrone expressed that the internet has allowed more and more businesses to be established and entrepreneurs to thrive. “I don’t think the time has ever been better for you guys to have your own businesses,” she continued “For under $10,000 you could set up a jamming business.”

5. Internships: Play the Game

People’s Revolution receives massive amounts of resumes from prospective PR specialist seeking to intern from one of the most successful female entrepreneurs in not only the fashion industry, but the field of public relations. Cutrone is a New York Times’ Best Selling author, an entrepreneur, a TED speaker, producer and TV star. With a resume filled with accolades, she still comes across apathetic interns who feel that they have nothing to learn.

It’s worked out to a game that could be specified in three simple actions Cutrone stated: “Suiting up, showing up, [and] shutting up.” In an internship it’s important to make yourself a value to the company, even if it means going on daily coffee runs. “Once you are an intern you can order coffee anywhere in the world,” she joked. One of Cutrone’s most memorable interns was a girl who may not have looked like she fit the part of a fashion publicist, but she would always politely ask Cutrone if she would like a water. Every little effort counts and can exhibit a willingness to learn and be helpful.

6. The Perfect Stamp on Your Resume 

“If you want to work for Prada, don’t go get an internship at Betsey Johnson or Steve Madden. Prada isn’t going to give a flying eagle’s nest,” announced Cutrone. Internships should be prefaces to what you want your career to entail. She preached that starting at the top is the best thing a public relations student could do.

Working in the public relations department of office supply company isn’t going to stand out on your resume to Marc Jacobs. This applies to every field and not just fashion. By using your skills to get the best possible internship in your line of work you are raising your chances of getting recognized.

Once that top brand is in the bag and you are ready for your next big career move Cutrone suggests to “use the hell out of it.” By using the brand name to propel yourself in the right direction of public relations you can get ahead. Cutrone said that the interns who use People’s Revolution on their resumes generate the idea that the intern has tenacity. “Use them for the millions and millions of dollars and times and energy they invested into their brand,” she recommended.

7. Speak Your Mind

There is one trait that Cutrone consistently finds in her interns and that is their inability to say what they want. She expressed that young women have a very difficult time asking for what they want, which is a habit they gain at a young age. “They usually are taught at a really young age to go around things,” she said. How many people remember mom lying to dad

Cutrone used to be afraid to approach her clients for money they owed her out of the fear of being fired. Not speaking your ming and asking for things you want could get you “pummeled” in the PR world. ”You have to become a dynamic partner in your life,” she advised. When you do something you are naturally uncomfortable that you need to work on you should celebrate it. Cutrone admits to throwing a personal “marching band” in her mind.

In the beginning it may be unclear, but Cutrone suggests figuring out what you want to bring to your business, career and life.

– Jillian Goltzman

Our last meeting of the spring semester! Tuesday, April 17th 3:30pm WUC 157

FIU PRSSA Travels to Charlotte, NC for the Annual PRSSA National Assembly

Many people do not realize the complexity and size of PRSSA as a National organization until they attend a national event. Whether it’s National Conference, Regional Conferences, Leadership Rally or National Assembly, National events are a wonderful opportunity to network with students and professionals across the country. This past Spring Break, I traveled to Charlotte, North Carolina for the PRSSA National Assembly. For those of you who do not know what that is, it’s an event that PRSSA National holds every year in order to vote for the upcoming National Committee. Each Chapter can send one delegate to represent their College or University and I was honored to represent FIU this year.

The weekend began with a welcoming reception in one of the hotel’s ballrooms. Here, the current National Committee president welcomed all delegates and introduced the local PRSA chapter sponsoring this year’s assembly, PRSA Charlotte. Fortunately, I had the pleasure of meeting Natalia Flores, current PRSA Charlotte board member and past FIU PRSSA president. It was great to see some FIU representation in their Chapter and in assembly as well. Natalia gave me a brief history lesson on our Chapter; she spoke to me about Professor William C. Adams, our Chapter’s namesake and past advisor. Although this man’s name is on my business cards, club shirt and email signature, I never really knew who he was until now. I learned he was a beloved man who truly cared about the progression of our Chapter. Although he is greatly missed, he is surely not forgotten by all who knew him, as was evident as I listened to Natalia speak of him and all the lifelong friendships FIU PRSSA brought her.

After a complimentary breakfast the next morning, we were separated into rooms in accordance to our positions.  During this session, we all engaged in discussion on issues we had within our chapters and gave suggestions. This was one of my favorite parts because realized that everyone was facing similar issues to mine. The day continued as we rotated to different sessions that taught us about ethics and communications across campuses.

On assembly day, all delegates were given the responsibility to listen to all candidates as they gave their speeches and then vote on who was to be a part of the upcoming National Committee. It was a long process, and we all got a little anxious, but the experience was surely worth it. Being such a crucial part of the future of this organization was a blessing.

Of course, apart from immersing yourself in all things PRSSA, there is much more to National events. One of my favorite elements of National events is all the wonderful cities they take place in. Luckily, in every event schedule, they manage to work in a good amount of time to explore what the location has to offer; and with all the friends you make, there is always an adventure waiting to happen. Charlotte was definitely one of the most beautiful and cleanest cities I have ever seen. The area where our hotel was located in was surrounded by great restaurants, shops and bars which made my short visit that much more memorable.

Finally, on our last day, the delegates gathered one more time for the assembly’s final Keynote speaker, Mary Tribble. Originally from Miami, Mary told us an inspiring story about her life, mainly teaching us a lesson about never settling when you feel like there must be more to life and learning how to breathe and relax when things don’t go your way; two great pieces of advice that we often may lose sight of in the midst of things. A nice break from the constant PR talk we had been hearing all weekend, Mary’s speech was enlightening and refreshing. The standing ovation she received from the audience was proof of that.

National Assembly was a wonderful experience for me. After this, all I can do is count down the days until the next National Conference in Fall 2012. San Francisco, here we come!

– Stephanie Necuze

FIU PRSSA and Federation of Families team up to combat childhood obesity at FUNdae 2012

MIAMI – On February 25, 2012, members of Florida International University’s William C. Adams Chapter of the Public Relations Student Society of America (PRSSA) collaborated with the Miami-Dade Chapter of Federation of Families (FOF) to host FUNdae 2012, an event to raise awareness about childhood obesity.

The free event, held at Florida International University’s Alonso Field on the Modesto A. Maidique Campus, encouraged children, teenagers and their parents to learn more about the serious short and long-term consequences of obesity, and inform them of the steps they could take to adopt a healthier lifestyle. The event attendees were able to find out more information about different health and fitness programs in the local area, and received samples of products designed to make transition into better health easier for the families.

Approximately 150 children and parents were entertained at the event by the Miami Heat dancers along with their mascot, Bernie. The attendees were also able to participate in a Zumba dance routine and martial arts instruction.

Members of FIU PRSSA participating in the Bateman Case Study Competition, the national organization’s national case study competition for public relations students, were responsible for organizing the event as a part of a month-long campaign fighting against childhood obesity. They partnered with the Miami-Dade Chapter of Federation of Families (FOF), a non-profit organization providing support, education and guidance to families of children and youth with emotional, behavioral, substance abuse and mental health needs.

FIU PRSSA Networks at East End Brasserie

MIAMI – The Florida International University (FIU) Public Relations Student Society of America (PRSSA) hosted a mixer at the Atlantic Resort and Spa’s East End Brasserie on Friday, Feb. 3, 2012. Members, public relations professionals and friends were invited to enjoy a night of networking with fellow PR pros.

The mixer was a fundraising effort by the FIU PRSSA e-board. For $10, attendees were treated to delicious appetizers and a complimentary drink.

Past FIU PRSSA president, Maria Alexandra Sanchez showed her support at the mixer, along with other local public relations professionals and FIU students. Sanchez spoke to the members about the value that FIU PRSSA added to her professional life and development as a public relations practitioner. “Hunger, passion and eagerness to learn. That’s what I see in this new FIU PRSSA generation,” said Sanchez. “I wish them all lots of success in their lives!“

At the mixer, the e-board and current members discussed the plans that were in store for the current spring semester and how members could participate to increase involvement and gain hands-on experience. Plans for the PRSSA National Conference in October were in the works as the e-board discussed what a great experience the past conference had been and how members should take part in it this year.

Christina Morgan, account director at What’s Next Marketing, also dropped by the mixer to speak about all things PR and social media. Morgan offered valuable insight as to what it was like to work for a full-service social media agency and the challenges PR practitioners had to overcome. By interacting with industry professionals, members were able to learn tips from each other and how they can progress in their career paths.

Networking – Embrace Every Opportunity

net·work·ing (noun): : the exchange of information or services among individuals, groups, or institutions; specifically : the cultivation of productive relationships for employment or business. (merriam-webster) 

As students of public relations and communications, we are constantly reminded of the value of networking. From workshops, to mixers,  conferences and meetings, making connections are a part of everyday life. But how exactly do we take advantage of these encounters/connections? Here are a few tips to spark a lasting relationship.

1. Embrace and Seize the Opportunity – Whether it’s the CEO of a Fortune 500 company, a fellow PRSSA student or the grill operator at Burger King, each person that you meet offers you an opportunity. Be curious, respectful and sincere with the person you meet, focusing your attention on them rather than yourself. First impressions are key.

2. Non-verbal Communication – Always maintain eye contact, use appropriate hand gestures and aim to establish a high level of rapport.

3. Cultural Awareness – Make sure you adapt to different cultures and their customs. For example in China, it is disrespectful to look straight into a person’s eyes when you are speaking to them. In American cultures, it is disrespectful to look away from a person’s eyes.

4. Farewell/Follow-up – Show appreciation for the encounter. Exchange information, and follow up with them through e-mail.

What other networking tips would you add? Please share with us in our comments section!

Francisco Tobon ftobo001@fiu.edu

@FranciscoTobon

The Experience of an Internship – Univision Communications Inc.

If you were to ask me, “What has been the best experience of your life so far?”, I wouldn’t hesitate in answering — my first student internship with Univision Communications Inc.

Cinthia Lozano

Working in the promotions department at Univision has been such a great opportunity; it has given me a great amount of knowledge about the communications field. Some of the things I have learned include: how a television commercial is produced (participating in 2 as a performer), translation from English – Spanish and how to put promos into the system so that they can be transferred to master control which are then put on air. I also helped different colleagues in the promotions department with a variety of project, such as: Idolo del Pueblo and Calle Ocho, which has consistently been one of the biggest projects of the network.

Aside from learning a whole lot, it has also helped me find a niche in the industry, a path I would like to pursue in the communications industry when I graduate. Many of us students are confused about what sector of public relations would suit best for oneself. My best recommendation is to intern in as many different areas possible, to gain a better understanding and a realization of what you really want for yourself. After all, these are the kinds of opportunities that are going to guide us and show us the way to a promising future.

Cinthia Lozano cloza003@fiu.edu

Twitter: @Cinthiaay