The official newsletter of the James S.

Measell Chapter of the Public Relations Student Society of America

May 2006

2006 Alumni Recognition Luncheon Honors

The James S. Measell Chapter Students Past and Present
Executive Board
2005 - 2006

Shelly Najor, Ph.D.

Faculty Advisor

Mary Henige, APR

Professional Advisor

Aswathy Mathew
President/Special Events Coordinator

David M. Krupp The 2006 honorees with Dr. Measell: Imran Hyder, Kaileen Connelly, Aswathy Mathew,
Vice President/Membership & Internship
David Krupp, Ken Kettenbeil, Robert Doyle, Heather Monaghan, James Measell, and
Katy Cockrel.
Coordinator
The 2006 PRSSA Alumni alma mater to talk to students. He
Heather Monaghan
Recognition Luncheon brought added that WSU gave him the tools
Secretary
professionals and students together necessary to accomplish all he has
in a celebration of Wayne State accomplished. (cont. pg. 2)
Karmen Hardy Students past and present.
Graphic Designer/Publicist Ken Kettenbeil, vice president In This Issue
of communications for the Super
Kaileen C. Connelly Bowl XL host committee, was Alumni Recognition Luncheon
honored with the 2006 Alumni by Rebecca Stevens
Alumni Relations Coordinator
National Assembly
Recognition Award for his work
by Heather Monaghn
Rebecca A. Stevens with the committee. Dr. Shelly Brogan & Partners
Newsletter Editor Najor, lecturer and PRSSA faculty by Aswathy Mathew
advisor, said Kettenbeil received I Met My Mentor
To contact the Executive Board: the honor for reintroducing Detroit by Jessica West
Greg Kowalski
[email protected] to the world.
by Toni Martin
Enhancing the image of NBPRSA
Detroit only enhances the image of by Andrea Hudson
Wayne State, because Detroit is our Taubman Centers
home, Najor said. by Erika Lewis
Wisdom and Reections
Kettenbeil, who graduated
from WSU in 1991, said it was This issue of the Salute was created and edited
rewarding to come back to his by Rebecca A. Stevens.
 Endowed Scholarship; Kaileen Connelly,
Jeannine Gregory Memorial Endowed
Scholarship; Imran Hyder, Michael and
Judy Layne Annual Scholarship; Robert
Doyle, PRSSA Activity Award; David
Krupp, PRSSA Activity Award; Aswathy
Mathew, PRSSA Activity Award; and
Heather Monaghan, PRSSA Activity
Award.
Before recognizing the students who
were awarded scholarships and activity
awards, Dr. Najor said the entire group of
public relations students at WSU is hard
working and ambitious.
Ken Kettenbeil accepts the 2006 Alumni Achievement Award from Dr. Matthew They are the most visible, she said.
Seeger, Chair, Department of Communication. They are leaders and doers.
(cont. from pg.1) It was an honor to see my
school play an active role in the Super Bowl, as it does
in the rest of the city, he said.
Kettenbeil had the following advice for the
students attending the luncheon:
Always recognize the value of education.
Follow your dreams but be prepared for
change.
Select a job based on your personal interests
and passions, and nd a way to make a difference.
Conduct your life with hard work,
professionalism and honesty.
Recognize, thank and acknowledge the people Above: Scholarship winners Katy Cockrel, Imran Hyder and Kai-
who helped you along the way. leen Connelly. Below: Dr. Najor; Activity Award winners Robert
The students honored at the luncheon included: Doyle, Heather Monaghan, Aswathy Mathew and David Krupp;
Katy Cockrel, Renee M. Abraham-Harries Memorial and adjunct faculty member Jessica Killenberg.

2
 National Assembly Brings Change to PRSSA
by Heather Monaghan
At this years annual Public Relations Student off youll be when the interviewer on the other side of
Society of America National Assembly, held Saturday the table asks about your experience in PRSSA.
April 1 in San Francisco, more than 100 delegates WSU PRSSA Secretary Heather Monaghan represented the
from across the country elected the Societys new chapter at the National Assembly in San Francisco.
national committee. Along with the newly elected
committee, there were two bylaw amendments that are
important to every member of PRSSA.
The rst created a new position within the Twingos Fundraising/
National Committee called the Vice President of
Advocacy. For the 2006-07 term, the individual will Networking Event
be elected by the National Committee, and in the
future, he will be elected at the assembly. Who: Wayne State University
The Vice President of Advocacy will shadow the
PRSA Advocacy Committee, which provides members Public Relations Program
with daily updates related to public relations, such as
issues and trends. The Vice President will then relay
that information to the student membership through What / Why: Fundraising event to
statements. These statements will be released by benet Public Relations students
PRSSA and will concern current issues and events
in public relations. The statements are intended to at Wayne State University and
educate and inform students as well as express the celebration of Twingos re-opening.
opinions of PRSSA students.
The Vice President will also focus on the
issue of diversity at PRSSA national events and a Where: Twingos Euro Cafe, 4710
possible creation of a diversity tool kit which will be
distributed and used by all chapters of PRSSA. Cass Avenue, Detroit, Mich.
The second bylaw change affects members of
PRSSA who are seniors. If passed by PRSA, members
of PRSSA can become associate members of PRSA When: Wednesday, May 10, 6:30
up to ve months before graduation. This will allow p.m. - 8:30 p.m.
students to make an easier transition from PRSSA
to PRSA, as well as give them the opportunity to
participate in both organizations. Cost: $25.00 at door
The newly elected National Committee will be
led by Kevin Saghy, public relations major at Ohio
Northern University. Saghy, who is the current Vice RSVP: [email protected]
President of Chapter Development, says his main
focus for the 2006-07 year will be to advance the
PRSSA Advocacy Plan.
I look forward to advancing the current Dont miss this amazing opportunity
programming we have and helping the newly elected to support the public relations program
committee grow in their positions, Saghy said. We
at Wayne State, while at the same time
have a lot of potential this year to grow as a Society.
Saghys advice to every member of PRSSA is to making important connections with local
get involved as much as possible and to get the most professionals. RSVP today!
out of PRSSA.
The more you do now, he explains, the better
3
 Brogan and Partners Agency Tour Shines a Light on Convergence
Marketing
by Aswathy Mathew

On Tuesday, Feb. 28, 2006, Brogan and Partners in Birmingham, Mich., hosted an agency tour for the
Wayne State University James S. Measell Chapter of the Public Relations Student Society of America (PRSSA).
Brogan and Partners is the one of the largest marketing agencies in Metro Detroit and uses advertising,
public relations and digital and various communications to build its clients brands and messages. Jay Dolata,
associate and director of community relations at Brogan and Partners, and Sara Heuvelman, account manager
and writer at Brogan and Partners, gave the audience of public relations students the tour of the agency.
The experience began as the guests entered Brogan and Partners. Everything from the lightning to the
chairs to the coat hanger was custom-designed at the agency. Whatever the eyes may rest on at Brogan and
Partners, there is a unique visual element. The visual highlights include a wall-of-success, leopard print carpets,
an array of designs and colors, ceiling light xtures that are custom works of art, and many more surprises. The
dcor and ambience work to create a singular experience.
Combining the elements of style, environment, design and creativity into a unique atmosphere is nothing
new for Brogan and Partners. The agency specializes in convergence marketing, advertising, media planning,
public relations, customer and prospect research, Web site development, digital and diversity marketing,
publications, and non-traditional media.
Dolata and Heuvelman informed the audience that everyone works together to achieve a goal similar
to the motifs and themes, which fuse to accentuate the energetic agency. The team is focused, passionate,
energetic, diverse, detail-oriented, and hardworking, which reects the success of the organization.
The tour served as a reminder for public relations practitioners that organizational culture is crucial to
the success of the organization. Many organizations have an original founder, in which the culture is set to do
certain things, and then a different CEO takes over and brings a new outlook. This change can bring unexpected
resistance from the employees, who may respond negatively to the new outlook.
Brogan and Partners, on the other hand, is committed to the success of the agency, as the founder,
Marcie Brogan, is still the CEO. What she congured in 1984 is today a successful, high-energy, culturally and
ethnically diverse agency that keeps growing because of her commitment to convergence marketing. Brogan
brought together a team of branding, strategic planning, creative, media, and new media specialists to nd the
unique convergence of communications opportunities that gives clients the most effective media mix to build
their brand.
Leopard print carpeting in the lobby is Links to PR-related websites
a prime example. Brogan had it installed in the
Public Relations Society of America (PRSA)
ofces at Brogan & Partners because its expressive www.prsa.org
of the organizations brand and accentuates the
array of colors throughout the agency. Mostly PRSA - Detroit Chapter
www.prsadetroit.org
its another inspired, strategy-based solution that
works, Brogan said. PRSSA - Nationals
And it does work. www.prssa.org

Council of Public Relations Firms

www.prfirms.org

Institute of Public Relations

www.instituteforpr.com

The Museum of Public Relations

www.prmuseum.com

4
 I Met My Mentor
by Jessica West
One of the great things about being a Public Everyone needs a little guidance, but knowing who
Relations major at Wayne State is the plethora of to ask and where to nd it is intimidating. I met my
opportunities that we have to network and make mentor through the Protg program, how will you
connections with PR professionals. Having so many meet yours?
opportunities, however, can be more than a little
daunting, and it is difcult to know which activities to
become involved in. Reections and Words of Wisdom
As a student who has had to make that decision,
I have two suggestions. Above everything else one
should become a PRSSA member; we have an active At the end of a successful school year, WSU
and well-recognized chapter. Secondly, one should public relations students take a moment to
not pass up the opportunity to become a part of the reect and offer their advice to the students
Protg program offered through the PRSA Detroit who will follow in their footsteps:
chapter.
The Protg program pairs undergraduate students Kelly McCabe
with PR professionals. These mentors are ready During the past year, I have more accurately learned
and willing to guide students, assist them in landing what I, as a PR professional, will be doing in my
internships and serve as a reference for them as they career. I would recommend that young students
begin the transition from student to professional. I can practice their writing skills constantly. Write, write,
wholeheartedly attest to the benets of this program write, edit, edit and write some more. You are never as
because I have a mentor. prolic a writer as you may think.
I met my mentor, Mike Szudarek of Marx Layne
Public Relations, in November, and since that time he Jessica West
has proven to be an invaluable resource. As a senior The best thing I did this year was become involved in
graduating in December I have two main concerns. the PRSA/PRSSA Protg program. The program has
The rst is landing internships. On that point Mike given me the opportunity to work with an extremely
has been fantastic. He reviewed my cover letter and successful PR practitioner who has taken an earnest
resume, offering constructive criticisms and helpful interest in helping me start out in my edgling career.
suggestions. He kept me informed about deadlines
for applying to certain rms and even which type of Lauren Herrick
internships would be best. The best experience with PR this semester was
The second concern I have as a graduating senior when I attended the New Professionals Meet the
is getting my name out among the professionals I hope Media event at the Melting Pot. I was granted the
to interview with in the near future. As PR students, opportunity to hear tips on how to pitch a story to a
weve heard over and over again how important name reporter, what reporters and editors like to see when
recognition can be in the hiring process, so it was very receiving a release, and how to approach a reporter
important for me to get my name out there. Mike and about clients and events. The atmosphere was relaxed
I developed a networking plan and scheduled several and the input from the speakers was helpful.
events that we could attend together. Being paired with
a professional is like having an in. Mike was more Shanta Williams
than willing to introduce me to his colleagues. Often For incoming PR majors, I will say these few words:
an introduction is all you need to get your foot in the Creativity and hard work are like a lock and key. Use
door. your creativity to unlock the door to your success.
Having prepared a plan with Mike has relieved
a large part of the stress that goes along with being Raina Busz
a senior. I feel more condent knowing I have his On top of attending classes full time, PRSSA meetings
support, and the help he has given me is priceless. and events, working a (cont. pg. 6)
5
 Eccentric Editor Shares Career- (cont. from pg. 5) part-time job and making time
for family and friends, I involved myself in three
Making Secrets separate internships. I was given the opportunity
by Toni Martin to do media relations work with Brener, Zwikel &
With 32 years in journalism and Associates during Superbowl week, promotional work
communications, Greg Kowalski was more than with the Metrotimes for the Motown Winterblast
qualied to offer tips to WSU PR students on Monday, and Hamtramck Blowout, as well as develop a
Feb. 27. Members of the PR Writing courses heard the PR campaign for Kids Kicking Cancer, a Detroit
editor of the Birmingham Eccentric share his tips for nonprot organization. How I managed to get through
building relationships with journalists, getting press the school year successfully is a question I still dont
releases to the top of the pile, and building career know the answer to.
longevity. In a helpful handout, Kowalski provided the
following insider hints: Katy Cockrel
Be direct. Remember, the journalist is reading This year has been a challenging one. However,
your press release wondering, Why am I reading deciding to add PR as a second major was on of
this? Why do I care? A clear, concise, traditionally the best decisions Ive made yet. I love the idea of
formatted press release is the best way to get your info working in a eld I actually enjoy. The highlight of
reviewed. this year was receiving the Renee Abraham-Harries
Mind the basics. Newspapers dont need help Memorial Scholarship. Being granted the honor of
making mistakeswere competent in making them upholding her legacy reafrmed my decision.
on our own, quipped Kowalski. Grammar, spelling,
correctly spelled names and accurate information are Gabriel Zeppa
the necessity, not an exception. Between school, my internship and my contracted PR
Make sure the contact number is clearly work, it was a productive, hectic, yet enjoyable year.
stated at the top. Many practitioners dont distinguish I truly feel as if Ive reached a milestone in my life,
between separate phone numbers for media inquiries and I am perched up high, ready to nally take ight
and the phone number to be included in the story and make my own place in the world. My words of
itself. wisdom: Always know what opposition waits before
Send releases in a timely manner. Generally, you, then strategize, execute and drive forward as
local papers like the Eccentric like to see event hard as you can. If you always do that, you will
announcements a couple of weeks in advance. This succeed.
timeline ensures that the announcement doesnt get
lost in the shufe and doesnt cut the deadline too Angela Bolden
tight. Also, Kowalski recommends calling ahead to For upcoming students, make sure you get the most
nd out from the paper the best time to submit your out of your internships, because serving coffee and
info. Xeroxing paper wont get you far.
Direct the release to the correct person. Call
ahead and nd out who exactly you should send your Elaine Marquis
release to and the correct spelling of his name. This year has been an absolute whirlwind. Between
Calls and Emails. In general, press releases carrying a full class load, working two jobs and
can be e-mailed. Follow up calls are also usually successfully completing an internship, graduation
permissible to ensure your release was received. One is most denitely the light at the end of a very
caveat: make sure the writer is not on deadline! long tunnel. The only words of wisdom I have for
Establish a relationship. Taking a reporter to incoming PR majors is to learn time management. It
lunch isnt always the best use of their (or your) time, is most denitely a necessity in both the WSU and PR
but Kowalski recommends trying to get to know the worlds.
staff of the media you work with most often. A good
relationship means you might get to write the actual
story as it will appear if a paper is pressed for time or
short staffed. (cont. pg. 7)
6
(cont. from pg. 6) After presenting his PR insights, Kowalski detailed his involvement with the metro Detroit
media. With a degree in Journalism from WSU, his background is mostly in newspapers, with forays into
corporate communications. His deep roots in Hamtramck led to his authoring two books and many articles on
the city-within-a-city. As editor of the Eccentric, he is committed to community journalism. This type of
grass roots coverage means that stories get placed that are of vital importance to the community, if not the major
dailies.
Kowalski advised the students to challenge themselves constantly and to avail themselves of
nontraditional-PR opportunities, such as writing at a newspaper or in corporate communications. The acquired
knowledge of different approaches to writing and publication is a strength. He also advised practitioners to
make themselves valuable to others through hard work.
The easier you can make someones job, the better it is for you, even if it takes more work on your
part, he said. By being the best you can be, it pays off.

Congratulations to this years graduates! We wish you nothing but success

as you embark on your exciting new careers.
Sincerely,
The 2005-06 PRSSA Executive Board

The National Black Public Relations Society Gives Backstage Tour

by Andrea Hudson
The National Black Public Relations Society (NBPRS) Detroit Chapter was an unknown society to me
until the chance presented itself to attend its arts and entertainment forum at the Detroit Opera House. This
forum was developed to give all of those in attendance a backstage tour of the arts and entertainment industry.
Sponsors included Warm Spirits, a bath and body company, Beans and Cornbread, a soulfood bistro, Bentley
Studio, and the Detroit Opera House.
Upon arrival to the meeting, there was excitement in the air as the guests took their seats with their
appetizers and waited for the panelists to arrive. Among the panelists were Biba Adams, former publicist at
Barak Records, Jerome Espy, regional director of communications at Comcast, Annemarie Erickson, vice
president of marketing and museum programs at the Detroit Institute of Arts, and Carla Rivers, publicist
of popular Motown artist, Kem. All of the panelists had
interesting backgrounds, with experience in journalism, radio Get better at what you do, tell people
broadcast, news, promotional event planning, interning and what you do, and then tell them again
countless other valuable jobs and experiences.
that you did it. - Jerome Espy
With all of these different talents on the panel it was
clear that the audience would be in for a treat. The president
of the NBPRS, Cherrie Woods, took the stage and introduced those who werent familiar with the society to its
history and future plans. Then the moderator, Kelley Carter of the Detroit Free Press, took the oor and began
the session. Carter asked the panel common questions and questions that werent so common, and a few that
were difcult to answer.
The panelists graciously answered all of the questions, and even gave great tips on what not to do and
what to do to get into the arts and entertainment industries. The panelists delivered with style, nesse and grace.
Some audience members were so enthralled by the program that they were taking notes on their lap tops and
any piece of paper they could nd. By the end of the two hour session, the audience had ofcially been taken
backstage in the arts and entertainment industry.

7
 Taubman Centers Scores Big With Celebrity Football Campaign
by Erika Lewis

The Super Bowl and its festivities have come and gone, with the City of Detroit earning high approval
ratings from the SuperBowl XL Committee. Retail businesses in and outside of Detroit have proted from the
historical event, but now the public relations practitioner must ask himself, How have I helped my employer
benet from this event?
Nancy Straetmans, a public relations specialist for The Taubman Centers, headquartered in Bloomeld
Hills, Mich., had her a-ha moment more than three years before the Super Bowl began.
Straetmans, who has worked as a public relations specialist since the mid-90s, thought of the inventive
idea to have sports celebrities endorse and design their own footballs to be auctioned on Ebay. The campaigns
objective was to increase funding for the NFLs Youth Education Town, which is afliated with The Boys and
Girls Club. Besides increasing funding for Youth Education Town, Straetmans also had another goal in mind.
Her goal involved allowing her company to benet from the auction by driving trafc to and increasing shop-
ping at the many Taubman mall centers.
In December 2003, Straitmans and her colleagues began discussing the project then later received sanc-
tion from the Super Bowl XL Committee. As a sanctioned event, the campaign gained further credibility and
it was possible for all event-related material to be endorsed with the Super Bowl XL logo. Since this campaign
centered so much around the NFL, Straetmans and her team compiled a list of sports contacts ranging from for-
mer NFL coaches and players, current players and newscasters. The list of sports newscasters would later prove
to be a great tactic in order to receive further publicity surrounding the event. Newscasters around the country
continuously spoke about the celebrity footballs to be auctioned on Ebay at the beginning of February 2006.
Sample photos of the footballs and decoration materials were sent out to those on the contact list. In
all, many well known sport stations and the 32 teams of the NFL participated in the campaign. Before the
footballs were auctioned on Ebay, they were divided among Taubman Centers three Michigan malls - Great
Lakes Crossing, Twelve Oaks Mall and Fairlane Town Center. To give further exposure to the stores inside the
mall, Straetmans featured a mascot, fashion ideas and tips on Super Bowl parties from E-Styles decorator, Carla
Schwartz.
Location, location, location isnt just a concept utilized in Real Estate. Even though the footballs were
featured in all three malls, the unveiling was held inside of Fairlane Town Center.
This prime location was chosen due to its easy access, Straetmans said. The unveiling provided more
exposure for the 10-day auction and collected more than $45,000 on Ebay, which was donated to the Youth Edu-
cation Town.
The success of the Celebrity Football Campaign wasnt as easy as some people would like to believe,
but, Straetmans said, I am always looking ahead for a new project and always looking at the old market.

Its not too late! If you are interested in becoming a member of the
2006-07 PRSSA Executive Board, please send a resume and letter of
intent to [email protected].