Media Relations Course Provides Experience with Real-World Client

In collaboration with The Ugandan Water Project (UWP), based in Lima, NY, students in the Media Relations community-engaged learning (CEL) course spent the fall semester applying course content in order to help promote a live music event happening this December.

“As a second-year media student, having the opportunity to work with a client only pushes me further into this industry. I have the chance to learn what I like to do, what I need to improve on, and what isn’t necessarily my forte. This is my first time in a CEL course, and it’s made me excited to see what other CEL courses Fisher will offer in the future,” said public relations major, D Rivera ’26.

CEL courses offer an opportunity for students to take what they are learning in the classroom and apply those skills in a real-world setting, often providing a service to under-resourced non-profit organizations or small businesses. With UWP, students are simultaneously learning and using media relations skills to help promote their event called, “Nine Tanks Tonight”, happening on Friday, Dec. 8 from 7 to 11 p.m. at Lovin’ Cup Bistro in Rochester, NY.

Professor Arien Rozelle has provided students with skills in applied research, relationship building, professional writing, media outreach, media monitoring, measurement, and reporting. Students have grouped themselves and chosen a band to represent and promote. The three bands are Violent Mary, Banned from the Tavern, and Blue 22. 

“Students have gained real-world experience in media relations and are learning how it can impact not only awareness of an organization or an event, but also development and fundraising for a non-profit organization. This type of applied learning is a signature of our public relations degree program, and our students benefit greatly from the experience,” said Rozelle.

“Tanks Tonight” is held annually and is a way for the organization to raise money for rainwater collection tanks in Uganda. This year, the bands want to use one night of great music to make a difference in the lives of over 2,700 students in Uganda by raising $35,000 – enough to place nine 10,000-liter polyethylene tanks in communities that have no safe water access, hence the “Nine” in the event title.

"Working with the Ugandan Water Project has allowed me to gain real hands-on experience in pitching to the Rochester media landscape. Our work in Professor Rozelle’s class has sharpened my PR writing skills and expanded my network in the local community,” said media management major, Ali Short ’24.

“The students’ real-time experience in media outreach for our event and their social media support for the event’s musicians have been crucial to building attendance. Additionally, their fresh perspective of untapped target audiences and innovative engagement strategies have added a new layer to our marketing strategy and will potentially attract a younger audience to our cause,” said Lauren Koch, marketing manager for the Ugandan Water Project.

Students have had a few meetings with their respective client during class times where they were able to ask questions, share their current plan, and give an overall update of where they are in their media outreach process. At the end of the semester, they will develop and evaluate the success of their plan, and share it with the client in the form of a presentation.

“As the marketing manager at UWP, I’ve appreciated witnessing the students’ creative talents shine through the graphics and press releases for our events. Being part of this semester-long community engaged learning course has been an extremely rewarding experience,” said Koch. “…All of us at UWP extend our gratitude to Professor Rozelle, her students, and PRIMA, and eagerly anticipate future collaborations with them, whether as students, interns, volunteers, or potential employees.”