Students interested in pursuing a career in communications can meet with established business and industry professionals at the PRSSA Conference for PR Advanced: “Looking Back to Move Forward.” BU PRSSA has been hosting this event for 16 years, covering topics including CSR, DEI, media relations, agency versus in-house PR and more. I attended the DEI Panel and In-House versus Agency Panel.
The DEI Panel consisted of Aisha Hudson, VP of True MOSAIC and Corporate Reputation at Fleishman Hillard, Cynthia Issac, Managing Director at Syeneos Health, and Cat Colella-Graham, Employee Engagement and DEI Consultant/Founder of Cheers Partners. They discussed how the time of racial reckoning is now, and organizations must commit to justice. A question answered was: What does equity mean to you? Hudson responded that it is the removal of systemic/systematic oppression. It does not mean the same as “equal.” Organizations should be responsible for creating and providing opportunities for those who have not been as fortunate and have dealt with racial bias. Isaac responded that equity could be giving leadership training or mentorship to those who need it. Graham explained that equity means providing opportunities, mutual accountability and career mobility.
Each panelist discussed their goals arouond DEI. Hudson said the clients she has worked with usually have diversity goals within their team. Isaac stated that DEI goals are reasonable, but setting goals and holding yourself accountable is better. A quote from Graham perfectly sums up the above statement: “make sure the audio matches the video.” Training for DEI sets the foundation, but is not the journey’s end.
The In-House versus Agency Panel consisted of Emma Mulvaney, Director of the Media Department at Allison + Partners, and Abha Gallewale, Senior Manager of Digital Demand Generation at ASICS. Mulvaney described no right or wrong way to enter the workforce regarding agency and in-house. It is crucial to get experience, and any experience is a good one. Gallewale explained how when she worked at Digitas, she felt that while at the agency, she did not get the full scope of why something does not work because it is so fast-paced. In an in-house role, she believes you get more insight into why campaigns do/do not work. Mulvaney enjoys how diverse the work is in an agency and how “no day is ever the same.”
Work-life balance varies in each role. Gallewale feels that while at an agency, it is hard to set boundaries and that she was constantly working over eight-hour days. However, in her position at ASICS, she can set limits. Mulvaney explained how the media consumed her life 24/7 and that achieving a good work-life balance is hard.
Overall, I really enjoyed the conference and the panel. In classes at BU, we read a lot about DEI and agency versus in-house, but it is beneficial to hear about it through people’s first-hand experiences. Additionally, I was able to meet new people and network with other PR professionals.
