by JUSTIN HERBERGER
Intern News Reporter

Appalachian State University’s chapter of the Public Relations Student Society of America (PRSSA) hosted a conference Saturday, emphasizing communication in the workplace.

The conference had a timely focus on jobs. Speakers and panelists addressed the value of effective communication while taking direct questions from attendees.

Sophomore public relations major Annesley P. Palardy said she found the event beneficial, especially considering the unpredictable economy and competition in the public relations industry.

“Firms are now able to be very picky about who they hire,” she said. “Each speaker went on to give tips and advice for both internships and interviews.”

Representative Cullie M. Tarleton of the N.C. General Assembly began the daylong conference after an introduction by Chancellor Kenneth E. Peacock.

He offered words of advice on persuasive communication, urging attendees to know the issue, know the audience and be a good listener.

He covered everything from verbal and personal communication to brevity in professional e-mails, even speaking candidly about his struggle to find balance between career and family.

“There are very few of us who do communication well,” Tarleton said. “If it works, do it.”
Carl M. Crothers, vice president and executive editor of the Winton-Salem Journal, followed Tarleton to speak about the changing news industry, how it affects public relations and the news consumer.

He distinguished between “old media,” like print, and “new media,” like online multimedia. 

Crothers advised job seekers to know and understand new media, but to keep “old media DNA.”

“The method is the marketplace,” he said.

Panelist Jamie Younger, a 2008 Appalachian’s College of Fine and Applied Arts alumna with a degree in communication, works with public relations for the popular bluegrass and country music festival Merlefest.

Younger spoke about the integration of immerging media and trends into a marketing strategy.

She said Web sites like Facebook.com, twitter.com and other popular networking sites can be utilized to interact with potential customers.

Jay Weisberger, manager of field communications for the Skanska construction group emphasized the importance of network building and how it helped him move from careers in journalism and public relations to internal communications.

Karen Moss, executive director of the High Country Host has over 25 years experience in the communications field and offered advice about interviews.

“You can’t do better than the personal relationship,” Moss said. “It’s not about who you know, but who knows you.”

Other speakers included Ben McKethan, with the Hilton Family of Hotels and Lawrence Howe, who works with KPMG, an international firm specializing in audit, tax and advisory services.

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