A student-run advertising agency acts like a real advertising agency, but is operated by students.
The student-run agency [SRA] is a business operating within, or in close association with, an academic program in a college or university.[1] When an agency is part of the academic curriculum, students work in the agency for academic credit. Alternatively, the SRA can simply be housed within the academic unit, allowing students to work in the agency for volunteer experience.[2] The SRA can operate as a student club within the broader organizational structure of the university. The SRA provides advertising and similar communications services (public relations, marketing, social media, etc.) to various organizations such as college departments, small businesses, and community-based non-profit organizations. Some SRAs compete with professionals and charge for services.[3] Other SRAs do all their work without charge. Other SRAs have a philanthropic focus whereby communications work is conducted for free for nonprofits, while for-profit entities are asked to make a charitable donation to the agency to support its learner-centered focus. Most SRAs tend to take an integrated marketing communications focus, combining advertising with public relations and other services.] The COVID pandemic resulted in a large number of SRAs ceasing operations. Many of those agencies have not returned to service.[4]
As is the case with communications agencies in the real world, student-run agencies typically offer a variety of support to clients, including public relations, marketing, promotions, and social media support.[5] The main appeal of a student-run advertising agency for clients is that the agency can provide professional-quality work at no cost or very small cost. The primary appeal for students is that they gain real-world experience unlike anything that can result from a traditional classroom experience.[6] Students working in this environment have to mentor each other. Students learn to engage in "reverse mentoring" whereby they typically have more experience and knowledge of communication than their clients - so they must educate the clients.[7] In all agency environments, development of time management and teamwork skills is essential. Students must collaborate to produce work that satisfies the client and the agency supervisor (typically a faculty member). The work must be academically appropriate and professionally relevant. This balance of responsibilities and oversight makes the student-run agency an ideal learning experience and preparation for the professional workplace.[8]
References
↑ Swanson, D. J. (2017). Real world career preparation: A guide to creating a university student-run communications agency. London: Peter Lang.
↑ Bush, L., Ranta, J., & Vincent, H. (2018). The student-run agency: Transitioning from student to professional. Dubuque, IA: KendallHunt.
↑ Pritchard, B., & Smith, S. (2015). The public relations firm (1st ed.). US: Business Expert Press. Ranta, J. A. (2016). Measuring strategic communications (Order No. 10127032). ProQuest Dissertations & Theses Global. (1809108614).
↑ Bush, L. (2009). Student public relations agencies: A qualitative study of the pedagogical benefits, risks, and a framework for success. Journalism & Mass Communication Educator, 64 (1), 27-38
↑ Hays, B. A, & Swanson, D. J. (2012). Public relations practitioners’ use of reverse mentoring in
the development of powerful professional relationships. PRism, The Online Journal of Public Relations, 9. (n.p.) http://www.prismjournal.org/fileadmin/9_2/Hays_Swanson.pdf
↑ Haley, J., Ritsch, M., & Smith, J. (2015). The best of both worlds: Student perspectives on student-run advertising and public relations agencies. Journal of Public Relations Education, 2, 19-33.
Further reading
Avery, J. R., & Marra, J. L. (1992, August). Student-run advertising agency: A showcase for student work. Paper presented at the annual meeting of the Association for Education in Journalism and Mass Communication, Montreal, Quebec, Canada. http://eric.ed.gov/?id=ED351711
Busch, A.M. (2013). A professional project surveying student-run advertising and public relations agencies at institutions with ACEJMC accredited programs. Theses and Professional Projects from the College of Journalism and Mass Communications, Paper 35. University of Nebraska-Lincoln, Lincoln, Nebraska. http://digitalcommons.unl.edu/cgi/viewcontent.cgi?article=1040&context=journalismdiss
Bush, L., Ranta, J., & Vincent, H. (2018). The student-run agency: Transitioning from student to professional. Dubuque, IA: KendallHunt.
Bush, L. (2015). Commentary: Ten considerations for developing and maintaining a student-run communications agency. Journal of Advertising Education, 19(1), 26-28.
Bush, L. (2009). Student public relations agencies: A qualitative study of the pedagogical benefits, risks, and a framework for success. Journalism & Mass Communication Educator, 64 (1), 27-38
Bush, L., Haygood, D., & Vincent, H. (2017). Student-run communications agencies: Providing students with real-world experiences that impact their careers. Journalism & Mass Communication Educator, 72(4), 410-424.
Bush, L., & Miller, B.M. (2011). U.S. student-run agencies: Organization, attributes and adviser perceptions of student learning outcomes. Public Relations Review, 37(5), 485-491.
Deemer, R. A. (2012). An evaluative measure for outputs in student-run public relations firms and applied courses (Order No. 3507906). ProQuest Dissertations & Theses Global. (1017537587).
Habib, S., Patwardhan, P., Sheehan, K., Phelps, J., Vincent, H., et al. (2016). Creating unique experimental opportunities: The case for student led ad agencies. Paper presented at the American Academy of Advertising Conference, Lubbock, Texas. (Available through ABI/INFORM)
Haley, J., Ritsch, M., & Smith, J. (2015). The best of both worlds: Student perspectives on student-run advertising and public relations agencies. Journal of Public Relations Education, 2, 19-33.
Kim, C. (2015, Summer). Pedagogical approaches to student-run PR firms using service learning: A case study. Teaching Journalism and Mass Communications, 5, 1, 57-68.
Kniess, A. (2008). Maybe student-run agency isn't so small after all. Advertising Age, 79(35), 16.
Maben, S. K. (2010). A Mixed Method Analysis of Undergraduate Student-run Public Relations Firms on U.S. College Campuses (Doctoral Dissertation). University of North Texas, Denton, Texas. http://digital.library.unt.edu/ark:/67531/metadc30486/
Maben, S., & Whitson, K. (2014). Undergraduate transformations: Reported observations from advisers at U.S. student-run public relations firms. Teaching Journalism & Mass Communication, 4(1), 1-12.
Marcketti, S. B., & Karpova, E. (2014). Getting ready for the real world: Student perspectives on bringing industry collaboration into the classroom. Journal of Family and Consumer Sciences, 106(1), 27-31.
Pritchard, B., & Smith, S. (2015). The public relations firm (1st ed.). US: Business Expert Press.
Ranta, J. A. (2016). Measuring strategic communications (Order No. 10127032). ProQuest Dissertations & Theses Global. (1809108614).
Struthers, A. (2016). Experiential education in a student-run startup: A case study of a university student-led communications agency (Order No. 10103360). Available from ProQuest Central; ProQuest Dissertations & Theses Global. (1787842761).