Spring 2008 - College of Communication & Information - The ...

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agging r i g h t sReal-world experience helps studentsimplement classroom skillsPublic relations students know that landing that first great jobusually requires internship experience and a sizeable portfolio. Facultymembers know it too, and that’s why they make sure studentshave plenty of opportunities to put their classroom skills to the test.During the fall 2007 semester, students in Public Relations 470completed a campaign for the Army National Guard to help the organizationplan its recruitment strategy. Students performed research,created a campaign book organized into strategies and tactics, andthen presented their results to an audience of Army National Guardofficers.Nicole Arnold, a December 2007 graduate now completing aninternship at a public relations agency in Dublin, commends theschool’s approach of working with outside clients. “I think that is thebest part about UT Knoxville’s Advertising and Public Relations program.As students we get to put what we’ve learned into real-worldsituations early in our careers. We are provided with face-to-facetime with the clients and work to reach our goal and theirs,” she said.Arnold also took part in projects through the school’s student-runpublic relations agency. She was one of several undergraduates whohelped Knoxville’s Medic Regional Blood Center meet its goal toincrease student participation in the Orange and Blue Blood Drivelast fall. The annual competition between Tennessee and Kentuckyhelps supply the nonprofit center with enough blood to last fromThanksgiving until Christmas.UT Football Coach Phil Fulmer takes part in theOrange and Blue Blood Drive. Recent alumna NicoleArnold and current student Tara Hoffman organizedhis donation as the kick-off for last fall’s Orange andBlue Blood Drive. Photo courtesy of Nicole Arnold.“It’s such an advantage to come out of school with a thick portfolio full of real-world work to show to potential employers and that provides us withskills you can’t get from taking notes in a classroom,” said Arnold.Smokeless tobacco ads, continued from page 3were imposed, and the last year for which figures were available—the ads reached 64 percent of adolescents.The researchers found that smokeless tobacco advertising in magazines increased in the first year after the STSMA went into effect, reaching 83percent of adolescents. Exposure dropped sharply to 57 percent in 2000, but rates steadily increased in later years.Some of the magazines in which the researchers found a substantial amount of smokeless tobacco advertising included Rolling Stone, Spin, SportsIllustrated, Sporting News, and Outdoor Life.The researchers suggest that the actions of smokeless tobacco manufacturers have gone largely unnoticed because research and policymakinghas centered on the consequences of cigarette smoking, which involves more intense marketing efforts. However, smokeless tobacco advertisingshouldn’t be ignored because smokeless tobacco use can lead to cancers of the mouth, pharynx, larynx, and esophagus; damage to gum tissue;and loss of teeth.Morrison served as a paid consultant, and Krugman has served as an expert witness to the U.S. Department of Justice regarding adolescentsand cigarette advertising.—Amy Blakely12 UT College of Communication and Information Full circle Spring 2008
Classroom lessons help softball star onand off the fieldWomen’s Sports Foundation’s “Sportswoman of the Year” Monica Abbott may be bestknown for her work on the softball field, but it’s her work off the field that is helpingher get to know her Olympic teammates.Abbott, a standout pitcher for the Lady Vols softball team from 2004 to 2007, is usingthe lessons she learned from her communication studies major to bond with herteam. The senior, who is taking the semester off to train for the 2008 Summer Olympics,is a member of the 2008 USA Women’s National Softball Team.“I think [the course work] helped me to figure out my teammates a lot better—howto listen to them and notice things that they really need or don’t need, and how towork with the different kinds of personalities that are on a team. Not everyone’sso outspoken, and not everyone’s really shy, but everyone wants their opinion . . .respected,” said Abbott. “It’s . . . helped me make sure that everyone’s voice is heard.”The two-time member of the national team, 2007 USA Softball “Collegiate Player ofthe Year,” and 2006–07 “Roy F. Kramer SEC Female Athlete of the Year” also says hermajor has “helped her a lot” as she interacts with the media and attends press conferencesand public-speaking engagements.Abbott, from Salinas, California, knew early on that a communication studiesmajor would be beneficial. “I knew that it could come in handy with the softballside of things.” She considered broadcasting, but decided that general communicationstudies would better suit her. “It’s really broad, and you can do a lot with it. I likethat,” she said. “When it came down to it, it just kind of fit perfectly for me.”After graduation, Abbott plans to play softball for a while, and later she would liketo open an indoor facility for softball or begin a career in public speaking. “I neverthought I would want to be a public speaker my freshman year, but now, I can’t imaginenot doing it,” she said.As thrilled as Abbott is about the upcoming Olympic games in Beijing, she maybe looking even more forward to one stop on the women’s national team tour thisspring.Monica AbbottPhoto courtesy of USA Softball“I’m so excited about coming back and playing in Knoxville. The softball program has really developed over the past four years and just being there aspart of its progress and then being able to bring in the national team—this is my alma mater, my hometown college fans, and everything—and I don’tthink anything is going to be sweeter than being able to play in front of them.”bragging rights13
Page 1 and 2: circleAlumni Magazineof the College
Page 3 and 4: Full CircleVol. 10, No. 1 SPRING 20
Page 5 and 6: Renovations improve Communications
Page 7 and 8: College says goodbye to three facul
Page 9 and 10: agging r i g h t sCS students add p
Page 11: Advertising and Public Relations fa
Page 15 and 16: Generosity and planning helpssecure
Page 17 and 18: • a user experience lab, to analy
Page 19 and 20: Board of Visitors welcomes new memb
Page 21 and 22: of brochures to increase the use of
Page 23 and 24: sports coverage and college footbal

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