JMS’s PRSSA chapter makes its mark at Western District Conference

Public relations students from San Diego State University’s Public Relations Student Society of America chapter headed out to Fullerton to attend the annual PRSSA Western District Conference. 

California State University-Fullerton hosted the PRSSA conference, whose theme focused on ethics and AI. The conference attracted a diverse group of public relations professionals, giving students the chance to learn from industry leaders. 

The conference opened with a presentation from Alicia Caracciolo, a business communication coordinator for the Texas Rangers. She set the tone for the day by inspiring the group of eager college students to get something out of everything and trust the process. 

SDSU’s chapter did just that, showing up and standing out in every room. The conference provided ample opportunities for students to network with professionals, learn how AI is impacting the industry and make connections with other collegiate chapters. 

“My favorite part of the experience was getting to meet PR students from other universities,” said Cambell Kirk, SDSU PRSSA president. 

PRSSA SDSU members traded business cards and sparked conversations with students from  Fullerton, Long Beach and all the way to San Jose. 

Afternoon breakout sessions at the conference allowed attendees to focus on different industries. 

In the multicultural marketing breakout “How to Shape Strategy for Today’s Audiences,” Suzie Bao and Ingrid Otero-Smart gave insights on how to appeal to diversified audiences. 

“We have to earn the right to market to them,” said Bao, referencing McDonald’s Asian American Pacific Islander campaign. 

In the following breakout session, Brittany Rodgers, who works at Warner Bros., discussed multicultural publicity. She recalled her time working in talent PR, shared the differences between agency and firm jobs and gave advice on how to appeal to journalists.

SDSU students asked questions at the Q & A’s  following these panels, receiving valuable input regarding their post-graduate careers. 

They created relationships with the featured speakers after the breakouts, with the intention of securing a job shadow or informational interview. By discussing their shared interests and backgrounds, the PRSSA chapter made a noticeable impact on the professionals. 

In bringing value to the room, SDSU’s PRSSA chapter made the most of their day at the Western District Conference. They took advantage of the powerful advice and connections offered, staying curious and enthusiastic through it all. 

The chapter looks forward to returning to the conference in 2027.