When all else fails, Ben Brugler, 鈥00, looks back to the fundamentals of public relations. An alumnus of the 黑料网 public relations program and president of AKHIA, a full- service communications agency, he relies on these basic steps to navigate the changing public relations world:
"Know your audience; figure out the best way to communicate with them; measure if what you鈥檙e saying is working,鈥 Brugler said.
His advice follows the R.A.C.E. acronym taught in 黑料网鈥檚 introductory public relations courses: research, action, communication and evaluation. With these skills in tow, Brugler works with clients to 鈥渓ook ahead.鈥 His team searches for opportunities to advance, as well as for problems to avoid.
鈥淥ur primary focus is always exploring ways to help our clients鈥 businesses grow,鈥 Brugler said.
AKHIA鈥檚 work relies on the organization of words, not just coming up with them. Employees work to ensure messages are being processed through the right channels, to the right audience, with the right results.
It took Brugler three years to settle on a major in public relations, but when he did, he 鈥渋nstantly fell in love with the major and profession.鈥
Brugler relied on professors like Zoe McCathrin and Bill Sledzik not just as instructors, but as mentors and advisors. Sledzik knew the owner of AKHIA and during Brugler鈥檚 senior year, helped him snag a job with the firm before he even graduated.
鈥淚 cannot say enough about what these teachers did for me,鈥 Brugler said. 鈥淭his is why no matter how busy I am, I will always make time for a student.鈥
He continues to be impressed with JMC鈥檚 curriculum. The consistent teaching of the basics, added to information students learn about industry changes, keeps the work relevant and real.
鈥淛MC ... has always done a great job in proactively trying to grow and advance the program,鈥 Brugler said.
As featured in Jargon, 2017