Student-Run Communications Agencies: Providing Students With Real-World Experiences That Impact Their Careers

Abstract

While several studies have examined the learning outcomes of student-run communications agencies, these studies have mostly been from the perspective of faculty advisors. Through in-depth interviews with student agency graduates, this study examined how current industry professionals perceive the benefits of their student agency experiences and how they applied those experiences to their professional careers. Graduates placed a high value on the real-world experience gained from student agencies, learning how a professional agency functions, and working with a diverse set of clients and people in team-based settings. Graduates also reported that their student agency involvement set them apart in job interviews and made them better prepared than their peers for entry-level positions.

Career Confidence: Fostering Professional Self-Efficacy Through Student-Run Agencies and Integrative Learning

“…Of the standout topics with means in the top 10 of all variables (means 4.0 and greater), the only traditionally acknowledged hard skill attributed to SRAs was use of social media. This is not a discouragement, however, because several studies (Brunner et al, 2018; Bush et al, 2017; Hurrel et al, 2012; Neil & Schauster, 2015; Robles, 2012; Windels et al, 2013) have all indicated the need for soft skills in long-term management success. The hard skills may help a student get hired, but the soft skills are what let them keep their jobs.…”

“…This can be accomplished through the use of real work for real clients in the classroom. As a result, the number of student-run agencies (SRAs) where students practice integrative communication continues to grow and provide opportunities for students to do real work for real clients (Bush, Haygood, & Vincent, 2017; Kim, 2015).…”

“…A recent study by Brunner, Zarkin, and Yates (2018) concluded there are specific new graduate skills common across employers and that the experiential, authentic, and integrated learning approaches as offered though student-run firms are ideal for growing these sought-after abilities, aptitudes, and attitudes (Bush et al, 2017; Kim, 2015; Neil & Schauster, 2015).…”

“…The goal of the student-run firm structure is to ensure students are better prepared to enter communication industries working on either the agency or the client side through these efforts (Fitch, 2011; Maben & Whitson, 2014). Because of successes in the SRA model, the number of student-run firms has increased (Bush et al, 2017; Kim, 2015).…”

“…Existing research surrounding SRAs and the use of real clients in similar integrative learning opportunities (internships and campaigns classes, for example) also demonstrates these experiences aid students in social cognition development and works to establish student professional identities including leadership and management, team motivation, client negotiation, and professional confidence (Bush et al, 2017; Gibson & Rowden, 1995; Swanson, 2014).…”