News and Insights
How does FINN’s PRSSA Partners for Diversity Program prepare young PR professionals for their future?
August 16, 2024
A student and mentor reflect on the impact of FINN Partners’ day-in-the-life programming
It’s back to school time, and as collegians head to campus, they may be wondering if public relations is the right career path for them. The opportunity to experience “a day in the life” and ask questions of mentors in the field is the type of learning students won’t exactly get in the classroom, but there is a program to help offer this extra credit.
For the last three years, FINN Partners has teamed up with the Public Relations Student Society of America (PRSSA) for its FINN Partners + PRSSA Partners for Diversity job shadow program. The two-week virtual program was started as a way to address the lack of diversity in the public relations industry, by pairing students of all backgrounds with professional mentors who can provide valuable guidance as they launch into their careers. In the two-week virtual curriculum, mentees are paired with FINN Partners across the globe to attend real client meetings, brainstorm hot PR topics and learn more about the industry.
For the 2024 program earlier this year, Boston University student (now alumna) Amanda Yuanyuan Wu was paired with Laura O’Neill, Partner, New York Health Media Lead. Amanda has since graduated – and started her career in FINN’s Shanghai office, all because of the connections made through this program. Laura and Amanda sat down with us to discuss the program’s impact and the importance it has in PR college students’ lives.
Why did you decide to participate in the PRSSA Partners for Diversity program?
Laura: This is my third year being a mentor and I have so enjoyed the program each time. FINN’s DEI Committee spends countless hours arranging a very special and unique program for these students – I wish I had participated in the program when I was in college! I decided to become a mentor to help make connections for them. Navigating your first job is hard enough, and this program really does a great job of providing a taste of the PR account coordinator experience. I just love being a part of it
Amanda: As a young professional, networking and learning programs are starting points to step into the industry and form professional connections. Through these programs, I’ve had the opportunity to gain insights into the industry, learn more about different professional paths, and get up to speed on the latest trends. Moreover, great minds and new connections lie at the center of these programs. As part of the 2024 PRSSA Partners for Diversity Program, for example, I met someone who worked on a classic textbook communication case that I was impressed with at school. On top of that, these connections might open doors to potential mentorship and future opportunities, just like how I ended up in the FINN Partners family several months after the program.
As a mentor and as a student, what was your key takeaway from the program?
Laura: This program has shown me that without a doubt, there are a lot of bright students out there aspiring to work in PR and they are eager to jump-start their careers. The program participants are PR all-stars of tomorrow and they are vibrant, engaged and hungry to dive in. I am so proud that this program helps them make career-building connections and provides real-world experiences. I was paired with Amanda this year, and knew instantly that she would fit right in at FINN, so when I learned that she was interested in moving back to Shanghai after graduating, I made the introduction for her to our Shanghai office. I’m also excited about my past mentees and where they’ve landed in their careers – Olivia Cohen is now an Assistant Account Executive in our New York Health group and a previous mentee interned with our client The Jed Foundation a few summers ago
Amanda: I was super lucky to be a part of this program, being paired with my amazing mentor, Laura, and learned from all the industry PROs who enjoy sharing their experience with industry freshmen like me. One of my key takeaways is to always be prepared to learn and experience when you start your career. As I kick off my professional journey, I look forward to soaking up as much as I can whether it is about media relations, writing, client communication, the travel industry, or marketing strategy. Along the way, I will also be fully prepared to apply my skill sets and get to experience different facets of the industry.
Laura, what is one piece of advice you’d like to offer to students entering their senior or last year in school?
Laura: Explore everything! Raise your hand for experiences like Partners in Diversity. It’s only from getting out there and doing the work that you’ll get to learn what you like, and, equally important, what you don’t. Internships and programs like this are great because it’s a short time for you to really “interview” the role. When it comes to communications, every company needs communications help… so dream big. Are you a die-hard National Women’s Soccer League fan, or do you love driving Mazda cars, or maybe you have Bausch + Lomb eyecare everything? Those companies have PR departments and execute amazing PR campaigns – and they all happen to be FINN clients, too.
Amanda, how did a program like this teach you how to use your unique voice?
Amanda: Diversity programs like Partners in Diversity inspired me to be proud of my voice and turn it into my niche. As I realized my background can, sometimes, offer a fresh perspective to the group, I started to explore different ways to turn my uniqueness into an expertise. Coming from a multicultural background, I wished to break the border of communication with my voice. Now that I am proud to leverage my experience to support clients trying to understand the Chinese consumers and entering the Chinese market. I am excited to make valuable contributions to clients while embracing my voice and identity.
What is the number one thing you are optimistic about for the future of PR?
Amanda: I am optimistic to see how contemporary changes push forward the industry in the future. As a huge tech fan, I am curious to explore how emerging technologies like AI can revolutionize the way we approach PR and reach key audiences in innovative ways, such as creating personalized promotional videos through AI-powered tools. The proliferation of information and the fact that everyone of us is now a micro-influencer also excites me, driving me to think about all the new opportunities and challenges in social media and media relations. At the same time, I look forward to learning more about everything that remains the same, including the “evergreen” storytelling techniques and the strategic thinking mindset, and applying my skill sets to communicate for a better future.