Student-run public relations agencies : an overview and recommendations for operations

This study examines student-run public relations agencies associated with the Public Relations Student Society of America and makes recommendations for their operations. The study was conducted because little information is available on the operations of these agencies.

Data were collected through a mail survey of PRSSA chapter faculty advisers conducted in the summer of 1986 and telephone interviews with four selected advisers, and Brian Hujdich, immediate past president of PRSSA, conducted in the fall of that year.

Of 136 questionnaires mailed to PRSSA chapter advisers, 28 were completed and returned, indicating that these chapters had agencies. The agencies were diverse in their operations. Most of the agencies were closely tied to the local PRSSA chapter. Most charged fees, but also accepted some no-fee accounts.

Most agencies (96.4%) had faculty advisers and 39.2% had professional advisers. Agency members and officers were most often chosen by vote. Only 23% said their members were paid, most respondents saying the experience was much more important than any monetary reward. Most agencies also practiced some kind of evaluation.

Using the data collected, a number of recommendations were made on agency operations. It was concluded that fees should be charged, the agencies should work closely with local professionals, should be tied to the local PRSSA chapter but have separate bank accounts. Work should be found for all those students who want it, but they should first go through an interview process. Officers should be chosen by the adviser with the recommendations of agency members. If possible, agency members should be paid. Evaluations should be done by advisers, clients and agency members.