ERIC Number: ED350631
Record Type: RIE
Publication Date: 1992-Aug
Reference Count: N/A
A Case Study of a Student-Run Advertising/Public Relations Agency: The Oregon State University Experience.
Ellis, B. G.
Perhaps the most important course in an advertising curriculum is the student-run agency. This paper describes a program instituted and carried out at Oregon State University from 1985 to 1989 which provided students with experiential training resulting in valuable real-client contact and strong portfolios, making students "hot commodities" on the job market. The agency was set up to offer course credit to student participants in two categories, one for account executives and their staff members, and the other for photographers, copy writers, and designers. In undertaking this kind of project, an initial decision requires the selection of a governance policy which determines how closely the agency is monitored by the instructor; in this area, a middle course may be the most effective. Operations logistics, including which students should be assigned as account executives, how long it should take to form teams of students, and the whole question of client relationships, also require careful planning. Staff meetings, consisting of weekly classroom contact with all of the students, became important times of fellowship, cheerleading, and practical review of progress. Overall, the agency program had few problems with client satisfaction. If the program had continued, the next step would have been to stay in more constant touch with actual agencies in order to stay current with agency trends, systems, and perhaps to secure internships and job-placement opportunities. (Twenty-one notes are included.) (HB)
Publication Type: Speeches/Meeting Papers; Guides - Classroom - Teacher
Education Level: N/A
Authoring Institution: N/A
Identifiers: Advertising Education; Oregon State University
Note: Paper presented at the Annual Meeting of the Association for Education in Journalism and Mass Communication (75th, Montreal, Quebec, Canada, August 5-8, 1992).