Public Relations – Tehama Group Communications

November 13, 2023

De-Influencing: Why it’s important for PR pros

We all know the world of influencers and the ascendancy they have on society, especially with the help of social media apps like TikTok and Instagram where content is spread at a rapidly fast rate. Unfortunately, that comes with content creators getting paid big bucks to advertise a product that may be no good.

Remember the whole Olaplex scandal? When the brand’s products were being advertised all over the media through ads and influencers, just to be proven that their products are harmful, as they cause hair loss, blisters and other conditions that must be treated medically? Without de-influencing, people may have never known about the harmful effects of these very popular products.

De-influencing is an emerging trend, where influencers discourage their followers from buying certain products. Basically, the opposite of influencer marketing.

This trend may occur through a number of reasons, like if the product is harmful, overpriced, or simply not worth the money. People who de-influence may also do so if they are naturally unhappy or unsatisfied with the product as a whole and feel as though other people do not need it.

De-Influencing is becoming more and more relevant, and it falls consistently within the line of work for PR professionals.

PR pros must recognize this trend, as they need to ensure that the products and services they pitch hold true value to their audience, along with identifying when there is a potential problem so they can avoid it and leave no room for error or crises.

Navigating this new world of de-influencing may take some trial and error for those working in the public relations or marketing field. Here are a few tips PR pros and marketers can take in order to operate this trend:

Work with companies that consistently and naturally align with your morals, ethics and values and pitch products that you truly believe are good and worth it.
Listen to feedback from influencers and take what they say into deep consideration.
Know what your audience wants and is interested in; keep these in mind at all times.
Create efficient tactics and procedures for crisis communication and reputation management.
When creating a paid advertisement with an influencer, ensure that they are not overly trying to sell the product, as it may come off as “fake” and receive backlash.

An individual can easily create a 30-second video talking poorly on a brand and their product(s). I’ve seen a handful of videos on my TikTok feed of people convincing the public to not buy something due to a number of reasons, such as the product being a waste of money, harmful, unnecessary, etc. Consequently, these actions can quickly cause harm to the reputation of the brands that are at stake. It is very important that PR pros and those working under influencer marketing/relations are efficient in their reputation and crisis management. They must act fast in handling the situation while using smart and efficient tactics to regain their audiences’ trust, such as releasing timely and genuine apologies regarding the situation, along with their form of action.

In a sense, de-influencing is a positive trend. People are warning the public on certain products that are not worth purchasing. PR pros must use it to their advantage while listening to their audience and feedback and act accordingly.

October 10, 2023

What I learned as an AE in TGC

By: Rubi Ha-Hernandez

It’s my first semester in TGC and I am stoked to be working with such a talented team for our amazing clients.

To my surprise I was assigned to be an Account Executive for my first semester working with Nicole Johansson for the Honeybee Discovery Center. My team is composed of wonderful and strong writers and creatives. Here are a few out of the many things I have learned in TGC.

Leadership Skills

Working with my team has helped me improve my leadership skills. Working with our client, we have to collaborate and communicate as a team to make sure our client’s needs are met. Leadership skills have been crucial for effectively managing, motivating my team and making sure everyone is aligned on a common goal. My team makes it easy for me to guide them through our work because of their enthusiasm in working with our client. Their positive energy fuels each other’s creative torch.

Quick turnarounds and keeping up with PR trends means our team has to be able to adapt. PR is a dynamic field where unexpected challenges or changes arise.

“Being in the leadership position, skills like adaptability and resilience help my team navigate these challenges.”

The event the Honeybee Discovery Center is hosting this November has been an example of adaptability. This event sprouted from a casino night idea then evolved into a fundraising opportunity drawing thanks to our dear friend, the IRS. This meant all content prepped for the event had to be changed in language to follow IRS regulations. In order to garner attention and reactions, our team has been creating more opportunities of exposure through local advertisements and media visibility to increase ticket sales.

Communication

Coming into TGC as an Account Executive means that the connection between you and the client is crucial. Communication is part of being an effective leader in order to deliver clear and concise information. Before our work began I had a conversation with our client. There were clear and concise expectations from Nicole based on her previous experiences. It was my responsibility to assure her our team would deliver on communication and adaptability. It is also my responsibility to relay that with our team as well. A good flow of information helps the entire process sail smoothly towards success.

Connect with Your Team

I believe one of the most important leadership skills to have is relationship building. Building and maintaining relationships with my team and our client fosters brand growth. Demonstrating interpersonal skills, empathy, and the ability to connect with my team is the reason why we have been successful. Our client has given us the opportunity to create a team bond over the love of bees and nature. Taking a work trip to their learning center feels more like a fun outing rather than a task. Of course, we take our work seriously. Refreshing our brains with fun ideas was a bonus!

Who doesn’t want to have their hard work noticed? Complimenting your team members gives them a boost. In difficult or stressful assignments, it’s the validation we need even if we do have to edit our work. Being in a career that always has to be on top of trends, it is easy to get stuck in a rut. I always try to compliment my team members for their hard work whether or not there is constructive criticism. Bouncing ideas off one another can elevate the quality of work our client is able to have.

Don’t Be Afraid to Ask for Help

We’re all in this together. As a Wildcat, that line stays heavy in my mind whenever I think about reaching out to my team for advice. I have always struggled with asking for help. In my mind, as a leader I should be able to make decisions and problem solve for my team. However, that is not how TGC works. Our leadership team consists of three amazing seasoned TGC staff and our extraordinary advisor who are always willing to help. Asking for help is not a weakness but rather a strength. It promotes collaboration and sets a positive example for the rest of the team by demonstrating that it is okay to ask for input or expertise from others. The outcome often leads to a better solution or result than originally offered. I have relied on our leadership team on multiple occasions for advice or revisions. Not only do I have a better product for our clients, I have created that relationship with my peers and mentors. Don’t be afraid to ask for help, chances are someone else is also struggling with the same thing you are.

In just one semester, my role as an Account Executive at TGC has provided me with a valuable glimpse into the world of PR. Initially, I was nervous, but thanks to the unwavering support and positivity of the staff, my apprehension turned into genuine enjoyment.

Being part of TGC has not only allowed me to witness first hand what a career in PR entails, but has also placed me in a leadership position, preparing me for the realities of the PR industry. I embrace every opportunity to learn and grow with the goal of applying these experiences and knowledge to my future career as a PR professional.

October 10, 2023October 10, 2023

Managing Mental Health When Working With Social Media

By: Carrington Power

“Socials can be a joy- with the right team, fair compensation and an adequate amount of support,” – Miciah Garcia, digital media coordinator at Chico State

It’s no secret that social media has negatively impacted the mental health of many users. Bullying, sleep disruption and unrealistic expectations about appearance are a few aspects of social media that are prevalent and can drain someone’s mental health. Deleting the apps entirely or limiting time spent on the phone can be solutions. However, people working in public relations and other fields that require social media are not always able to do this.

A 2022 study conducted by Opinium and the Public Relations and Communications Association shows that 90% of PR professionals struggle with their mental health.

This can be the result of an overwhelming workload, feeling unfulfilled in a current position or mentally-taxing work.

Chico State’s Digital Media Coordinator, Miciah Garcia, described her experience working as a social media manager for a California racial justice non-profit during the height of the Black Lives Matter Movement.

“It took a mental toll, shaping messaging for socials after George Floyd’s murder, and for following instances of violence and injustice,” Garcia said.

Garcia went on to say that there were a lot of positives occurring on social media during that time, such as an increase in education regarding racial injustice and a highlight in important messages and voices. Despite the heavy subject matter, she focused on the positives of her work and kept a brighter outlook.

Another aspect of mental health struggles in public relations is keeping a healthy work-life balance. Andrew Staples, Chico State’s public relations manager, makes a to-do list for each workday and reviews it at the end of his day. Although there is always more work to finish, there is a feeling of accomplishment when examining the work that you have completed.

“Public relations and strategic communications is not a 9-5 job. There will be times when you are working after hours pursuing a good story or dealing with a bad one,” Staples said, “However, that doesn’t mean that you can’t practice good work-life balance habits.”

Staples also mentions that it can be helpful to set a boundary for when you stop checking work emails and messages.

“…When I worked in the Bay Area in the tech industry, I made a rule not to check my email after 9 p.m.,” Staples said, “That way, I wouldn’t see something come in late and get spun up and not be able to sleep at night.”

Both Garcia and Staples have some advice for students pursuing or about to go into the public relations and communications fields.

“I’d urge any social media professional to try to keep things in perspective,” Staples said, “Understand the negative comments on social media are going to be from people who are passionate and don’t necessarily mean the messaging of a particular post didn’t meet your goals.”

Garcia emphasizes that working as a content creator online can be a positive experience if you work with a good team and are fairly compensated. However, when work begins to seep into your personal life, it’s essential to put limits on what you are and are not willing to do.

“…Give yourself boundaries that protect your mental health, like no phone/computer time throughout your week,” Garcia said, “And on your vacation days/mental health days, I encourage you to completely unplug from work.”

While working in PR and with social media can seem stressful, there are ways to combat the stress through keeping a positive mindset, a healthy work-life balance and setting boundaries. Social media does not always have to seem like a negative thing, taking steps to protect your mental health is essential and can lead to an overall increase in self-fulfillment.

October 2, 2023

AI Won’t Take Your Job

Katrina Cameron, TGC alumni, shares her experience using AI the right way in the PR field.

By: Paris Auerweck

As public relations students and soon-to-be professionals, the question that’s been circling our minds is this: Is AI capable of taking our jobs? The recent surge and development of AI technology has made us wonder about the future of the PR workforce.

Katrina Cameron, TGC Alumni and Client Relations Lead at Cred agency, has been using AI tools in her daily work and recently took a course on LinkedIn called “How to boost your productivity with AI tools”. We chatted about her key takeaways and what role AI is playing in the PR field.

“I was already using ChatGPT before taking the course, but the course really validated how I was using it,” Cameron says. These platforms make writing (or copy and pasting) too easy. What it should really help with, she says, is brainstorming, strategizing, forming inspiration and creating organization.

“It’s really just making our jobs a little easier… Using AI can really help you streamline your ideas,” she says.

As busy students and professionals, our attention is divided. Our thoughts can run in different directions making it difficult to concentrate and communicate ideas in a concise way. For those who struggle with some attention deficit problems, like Cameron and myself, using AI can help you put your ideas in order, build a list, or relate ideas to one another.

“The biggest takeaway of using AI is that you have to give it context to work… By doing that you kind of have to let it play a role,” said Cameron.

What does that look like? Not using AI and ChatGPT to write for you, but to make it work for you. Cameron described how, in the event space, they need to write a lot of event descriptions. Using AI to help her put her ideas in a list, develop a certain order, or prompt it to write from a PR professional perspective, aids her in starting the process, but doesn’t do all the work for her.

Katrina Cameron smiling in front of Bay Area view

“It definitely can’t do your job, you still need to be the human element to it.”

We specialize in public relations for a reason, all of us care about the way brands and our organizations interact with the public. We know what is best, we show that we care. Our writing and content naturally lets the human in us shine through. And as Cameron noted, “you always have the final say in whatever it does,” so your voice and your ideas are still an important part of the picture.

With graduation and professional life in the near future, I wonder about how I can make sure I stay relevant or needed with AI around.

“Since I’ve been working in PR and tech for a few years now, I’ve seen the best way to make yourself indispensable is to learn how to use the technology,” Cameron said. “Use it to fuel your creativity, use it to make you better at your job.”

Development of AI has undoubtedly created a new pressure to beat AI, we need to be better. With Cameron’s experience, it’s reassuring to know that generative AI is not taking our jobs anytime soon. In fact, we can use it to our benefit, we can use it to be better.

May 9, 2023

How One PR Major Found Their PR Passion

By Jessica Delgado

Before I switched my major, I had no idea what public relations was. I believe that is how it is for a lot of individuals when they first discover or hear the word “public relations.” It wasn’t until one Zoom call with Professor Susan Weisinger who informed me of all the job possibilities within this major. Everything I was describing to her that intrigued me or I was passionate about what I wanted to do for a career was all leading to working in PR. I loved the idea of being able to work in all types of PR. If you wanted to branch out after one type of PR you could. Fashion, entertainment, and crisis management were all the types of PR I’ve always been interested in but didn’t exactly know would lead me to major in Journalism and Public Relations.

The following semester after I switched my major I was enrolled in JOUR 344: Public Relations Strategy, Jour 444: Job Hunting & Professional Skills for News & PR. Not only were the professors amazing but the knowledge and possibilities I learned from these classes made me realize public relations was perfect for me. It was also that semester that I was enrolled in Jour 344 a.k.a “TGC.” Where I was able to get real hands-on experience in PR working with clients.

“It’s PR not ER”

Now in my second semester in Tehama Group Communications at Chico State and four client accounts later. Being in TGC helped educate and strengthen my knowledge in public relations. From working with real-life clients, learning how to create strategy briefs, media lists, social media calendars, guide weekly meetings with my teams and clients, to site visits to visit real public relations agencies. The guidance and skills I’ve learned while being in this internship really has set me up for post-grad.

This semester (Spring 2023) I was an account executive for one of our clients, Krood and an assistant account executive for our Asian American Studies account. For Krood, one of our main goals was to grow our social media platforms by creating new content for our client. We posted 5x a week on our Instagram and Facebook and made a TikTok account. We also worked on influencer outreach, small boutique outreach, merchandise, and candle campaigns for new candle releases. The Asian American Studies account was started from the ground up. Our team designed their logo, created their Instagram account, tabling points for on-campus events, designed their future website copy, and we were also able to get our client into Chico State’s newspaper, The Orion, which highlighted the importance of Asian American Heritage Month.

From taking journalism classes to being in TGC, my time has been filled with so much growth, knowledge and amazing education. I would not be where I am today without my peers and mentors. Being in TGC, I have made so many lasting connections that have allowed me to gain opportunities that I don’t think I would have gained elsewhere.

April 24, 2023

Teamwork Makes the Dream Work

What makes a good team member? Tools and advice from a first-time Account Executive.

By Arya Patel

As PR professionals, teamwork is a crucial part of the job. Employers look for collaboration and leadership skills when hiring. Through my time in the Journalism and Public Relations Department at Chico State, I have collaborated with many different people. Here are tips I try to integrate while working with teams to become an effective member.

Communication

Communication is the most important tool to becoming a great team member. Even if you are unsure or confused about what needs to be done, communication with your fellow members and management can clear the fog for everyone involved in a project. It can also be used as a tool to reach out for help when you are overwhelmed or faced with stress and burnout. Communicate early and often for the best chance of success.

“Good team players understand what the team needs and why.” –Cisco

As a first-time AE, I have seen how crucial understanding those around you is. Making sure your team has measurable goals and ways to track them is a great tool to reference in times of uncertainty. It also creates a space for assistant account executives to tap into what they are interested in. There’s a sense of work accountability when evaluating your team’s needs. Another tool that has been very helpful is creating a timeline. Timelines help keep the team on track and “physically” see the process and its deadlines. Delegate work early and create an easy-to-follow timeline and your AAEs will have somewhere to refer back to. My favorite thing about timelines is being able to check off the boxes- it is such a satisfying moment.

A strong work ethic

Being able to push yourself without other people telling you what to do is something any person in charge loves. Observe people you look up to and try to mimic their work ethic, take notes and listen– especially in a new position. Self-discipline is also key to creating a strong work ethic. Make a list of things you want to accomplish [during the day, week, specific activity] that way you can visualize your goals. Remember, focus on what you can control, not what is outside of your control.

Flexibility/ Reliability

Being flexible is like being able to play any position on the field. Your coach can put you in left field, third base or shortstop and you can be an all-star at any of those positions.

Being a reliable person is someone an AE or team lead needs on their team.

Half of the work is to show up, if you show up you can ask questions, clarify and collaborate on things. If you don’t, your team will be resentful toward you during future projects. This semester for my client Krood, I took the initiative with a creative idea, which gave both my AE and client a sense of reliability. During our second client meeting, I pitched the idea of implementing filler posts through her feed. Filler posts are a “breathing space” on an Instagram feed that separates busy posts with lighter content. Our client loved the idea and gave me full creative range, my work is now published on her website and social channels!

A positive attitude can go a long way in every aspect of your life, especially in work life. Encourage your team members to do their best every step of the way. Positivity creates a healthy, collaborative environment where all will feel welcome. Even if you feel confused, understanding those emotions and looking for the positives during tough situations can make all the difference.

April 18, 2023

Non-Profit PR: Gaining Visibility Through Storytelling

By Stephen Taylor

The non-profit industry is full of selfless people. Some common attributes in non-profit workers are passion, kindness and activism. The goal of non-profit companies is for the benefit of society. As a public relations major, I can contribute to this goal through storytelling.

Storytelling humanizes a brand. By giving your company personality, you make it easier for people to connect with you emotionally.

A story is a combination of facts and emotions. Companies tend to focus on factual elements to be effective storytellers in the business sense, but you must also find a way to weave emotion into the narrative and bring your story to life. Any goal where the right message and content might make a difference is an opportunity for storytelling.

Storytelling is an extremely important basis for any company, but especially for non-profits. Non-profit organizations can evoke large amounts of empathy from their target audiences because of the nature of their work yet they may have very limited resources.

According to a public relations website, Wild Apricot, “In the U.S., just over 2% of non-profits account for 90% of all revenue in the sector.”

Not having the funds to run large marketing campaigns is largely due to poor storytelling. This leads to lower engagement and lower donor rates. An important way to combat this is to develop a storytelling strategy that aligns with the values of your brand.

“Any goal where the right message and content might make a difference is an opportunity for storytelling.”

The first step to developing a storytelling strategy is creating guidelines to determine the story you want to tell. It is important to use language that describes what you want your company to be known for.

For example:

Are you a loving and tender non-profit that helps save the bees?

Are you a stern and progressive non-profit that fights to save the bees?

Both of these address the issue of saving the bees, but the language used is entirely different. This is an opportunity to separate yourself from other companies.

Brand Guidelines

The next step is building your brand identity statement. This is a company’s agreed upon way of how they present itself across all platforms. At its core, a brand guideline will outline what colors and fonts to use, as well as when to use assets such as logos or other art. An example is Asana, who fit their entire brand guide on one webpage.

A great brand guideline will outline how the company talks about itself. Think of it as the key message that will be woven into your storytelling piece. An example here is Urban Outfitters, who crafted a brand book detailing their mission and exemplifying their brand.

Gaining Visibility

After you have your key messages and brand cemented, getting your mission out to your target audiences is the next step. It is important to utilize the press. For newsworthy events or releases, having a good relationship with your local news stations can only benefit you.

Prepare a pitch of what your company stands for so journalists get clear facts and information. Demonstrate a vision of how your organization benefits the public, and why it is important enough to be covered. Passion begets passion. If you are able to convince the journalist you are contacting to care about your cause, then you can develop a lasting relationship.

There are many opportunities to bolster your relationship with the media. Small actions such as sending a calendar of events or meeting for a meal can be mutually beneficial for all parties involved. Once you establish a strong relationship, it becomes much easier to generate visibility for your organization.

The non-profit industry needs more public relations assistance. Helping to connect passionate people to great stories is a public service. I hope to use storytelling and the public relations skills I have developed at Chico State to help heal the earth.

March 20, 2023

5 Tips for Staying Informed as a PR Student

5 Tips To Staying Informed For PR Students graphic

By Paige Seguine

For public relations professionals, it is crucial to stay informed about current events and industry news. It is important to understand what is going on in your clients’ industry to better understand and address their needs. As PR students, our time in college is essential for preparing ourselves for postgrad careers. A great way to do that is by getting in the habit of reading the news, tracking trending stories and keeping up with our local and national communities.

However, staying informed is easier said than done. It is overwhelming trying to keep up with the fast-paced, never-ending news cycle. As future PR practitioners, however, it is important to develop those skills as early as possible to succeed in the future. Here are some tips to become well-rounded readers and stay up-to-date on what’s happening in the PR industry:

Mobile News Apps

Traditional news media is a great way to get a glimpse of everything happening in the world. Local and national news outlets cover a wide range of topics and are constantly updated. Almost every outlet now has a mobile app that makes getting information accessible and easy to find. Phone providers like Apple and Samsung have their own apps that aggregate trending news stories. This is a great way to find out what is happening when you start your day. Setting notifications on these stories keeps you in the loop as they progress, too.

Utilizing Twitter

Twitter is a great source of information, especially in the PR and media industries. The ‘Trending’ section shows you what topics are currently popular and what audiences are saying. Content on Twitter moves quickly and can provide you with the most recent thoughts about your organizations. People take to the platform to share their thoughts about positive and controversial news. Users are honest and straightforward, which makes for useful qualitative feedback. Understanding how to use Twitter is key to connecting with stakeholders and scanning your client’s environment.

Checking Google Alerts

Google Alerts is a great way to track web mentions of your client, a product or a hashtag. Sometimes you just need to figure out what people are looking for concerning your client. Alerts let you pick multiple keywords and set notifications for updates. For example, searching “Chico State” provides you with the most recent news articles containing the phrase in the title or body. This can help PR professionals track media coverage as quickly as possible and stay up to date all day long as new stories are published.

Reading Trade News

Not only is it important to track your client’s media coverage but, it is imperative to stay up to date on PR industry news as a whole. This helps you understand trends and tactics, updates to your clients’ industries and competitor news. Trade organizations including PR Week, PR Daily and PR Newswire share industry news, press releases and tips for a wide range of topics. They provide information about events, awards and networking opportunities that can help you connect with your client and their audiences. Trade publications are a helpful resource for truly navigating the career field and building your professional knowledge.

Listening to Podcasts

Not everyone loves reading news articles and staring at their screens to get their daily dose of information. Instead, podcasts offer need-to-know information with easy listening. If you’re looking for traditional news content, podcasts like The Daily focus on the biggest news stories of the day. The Spin Sucks and other media podcasts offer insight into PR, marketing and advertising content that makes for productive listening. Podcasts allow listeners to absorb important information without feeling overwhelmed by busy copy.

Reading the news can sometimes feel slow and overwhelming but for public relations practitioners, it is more than just reading the news.

Our job is to keep an eye out for what is going on in our industry, between our clients and their audiences, and our competitors’ behaviors.

As students, we use our time to prepare for our future careers. Using these five resources, we can build the necessary skills to become informed, successful PR professionals.

March 6, 2023March 6, 2023

Life After TGC: A Post Grad Q&A

By Skylar Trostinsky

Graduating university can be a rewarding experience, going through four years of learning, research and personal development after completing 13 years of similar instruction prior. But it can also be daunting, nerve wracking and just plain scary. As a graduating student, I find myself unsure about my future and where I’ll end up. Not because I don’t think I’ll find a job, but because I have constant questions about life post-grad.

Today I sit with Mia Taxin, a recent graduate from Chico State’s journalism program, to discuss some questions I think of when I picture my future self.

Q: Tell us a bit about yourself: How is life after graduation?

A: Hi all! My name is Mia Taxin and I graduated Chico State in May of 2022. I received my degree in Journalism Public Relations and am currently living in San Francisco, working as an Account Coordinator for a tech consumer PR agency called Cutline Communications. I get to work with clients like TikTok, eharmony, Waymo and more! So far, I’ve learned that life after graduation is all about balance. When I first moved to San Francisco in July, I had no idea how things would go – so if you’re feeling nervous for post-grad life, that is so normal. However, after the first few months, everything starts to fall into place and you can begin enjoying the start of your career!

Q: What does having graduated college mean to you?

A: Graduating college is a huge accomplishment, and most importantly I’m proud that I’m able to apply my degree for a job that I’m passionate about. I spent the majority of my senior year networking and spending long hours trying to find the perfect job for me, but in the end it all fell into place by using connections available to me. Graduating from Chico State was bittersweet, but I knew I’d be leaving with a strong circle of mentors and relationships.

Q: How has your position in TGC translated to your career today?

A: During my time at TGC, I was the General Manager and an Account Lead. During my role in these positions, I learned valuable skills such as time management, professionalism, public speaking, detail orientation and organization. These tools have led me to succeed in my role while perfecting the foundations of PR such as media lists, speaking/award submissions, client facing meetings, and providing overall support to my agency.

Q: What drew you to your current job at Cutline?

A: When I first interviewed at Cutline, my team was what initially sparked my interest in wanting to pursue a job with the company. Cutline is female-owned and operated, so I immediately felt inspired by the amazing group of people I now call my mentors. Numerous folks at my agency have been in the PR industry for many years, and have taught me lessons that will stay with me for the rest of my career.

Q: Is there anything you wish you utilized during your time at Chico State?

Securing a job before graduating is a rare achievement, so be patient with yourself, use those LinkedIn connections and the rest will fall into place!

A: One thing I learned towards the end of my time at Chico State, is the importance of networking. I didn’t utilize my connections until graduation was approaching, and TGC students are blessed to become part of such a wonderful network of alumni and opportunities. For an upcoming graduate, I would encourage you to reach out to all professors in your interest of study, and other Chico State alumni on LinkedIn for further support.

Q: What drives you to achieve your goals today?

A: A mentor of mine once told me that in your first few years of post-grad life, you should either be learning or earning. You can either be in a position to soak up a plethora of new information and grow your connections at a strong company, or save up your salary to buy yourself more time towards your dream career. Right now, I’m truly enjoying where I’m at, and I’ve achieved my goal of learning something new each day on the job. For me, that’s a success and I’m looking forward to continuing to grow!

Q: What does PR even look like in the real world? Can you tell us about some of your daily tasks?

A: What I love about PR, is that no two days ever look the same (cheesy, right?). On a daily basis, my tasks could include drafting agendas, note taking for client meetings, developing media lists, brainstorming pitch angles, pitching reporters, drafting speaking/award submissions, monitoring the news for client/competitor coverage, and so much more!

Q: What challenges have you faced since beginning your career?

A: I learn a new lesson each day! The biggest takeaway I’ve learned from working at a PR agency is the importance of being detail oriented. Proofread, proofread, proofread! This industry prides itself on small details, and delivering quality work. Honing in on those small tweaks, as well as clearly communicating deadlines and your work bandwidth, will set you up for success from the beginning.

Q: Tell us about a project/client/campaign you are particularly proud of? What made you proud of that work?

A: From the first day I started at Cutline, one client I’ve always been passionate about is TikTok. I’ve loved seeing their continuous passion for uplifting niche TikTok communities, as well as watching creators on the platform continue to grow. Towards the end of 2022, my agency supported an event/campaign called The Discover List, which aims to spotlight a group of global, diverse creators who are making a tremendous impact on and off TikTok. I was so proud to see my team’s hard work pay off, and celebrate an amazing group of creators!

Q: Does your agency have opportunities that TGC staffers may be interested in? For example, summer internships, job offers?

A: We are always open to viewing new applications! I encourage you to reach out to me on LinkedIn if you’re interested in learning more about opportunities at Cutline. I’m always happy to pass along a resume for a fellow TGC member!

Q: Finally, what advice would you give current and future TGC staffers that you wish you received before graduating?

A: Everyone is on their own path, so focus on your own lane. I used to be so worried about my career progress after graduation, but being nearly a year out, I see that everyone is growing at different paces. For now, focus on using your connections, perfecting your resume, and showing up to job interviews/opportunities with a positive attitude.

I love this advice from Mia. Instead of focusing on other people’s paths, create goals to ensure you have a clear path of your own! Graduating university is a rewarding achievement and, with Mia’s help, we can now enter the post-grad chapter of our lives together with ease.

February 26, 2023

We Are PR, We Are TGC

By Eve Miller

Tehama Group Communications is a community of PR professionals that was created in the late 1980s. Since it first opened in 1990, TGC has allowed thousands of students to come together in a team environment where they work directly with real clients to create PR strategies and take on responsibilities for client projects from start to finish.

With new clients each semester, TGC staffers are able to have hands-on experience that only select university students get. Of the 23 CSU campuses, only ten have student-run PR firms, with TGC being one of the first.

Tehama Group Communications has started many students’ careers. It teaches them hard skills, such as email marketing or running a campaign, and soft skills, like working with different types of people or pushing through when things go wrong.

TGC alums work in positions that range from vice presidents to entry-level workers. As the community of staffers continues to grow, alumni of all ages, all over the world, are willing to help others with tips and tricks, even finding open positions within their prospective field.

Now more than ever, Tehama Group Communications is highlighting the significant number of past, present and future students and how we can all come together as one. Each student who has walked through the door to Tehama 310 is unique and has their own skills.

No matter who they are, one thing is for sure. We are PR. The slogan ‘#WeArePR’ was created last semester by the TGC public relations team as a way to bring staffers together through our shared career paths.

As an agency, we are creative, we are professional, and most importantly, we are family.

This Giving Day on March 1, TGC aims to raise $6,000 to help keep the program running. All donations will go towards a multitude of things such as:

Funding the TGC student scholarship
Sponsoring monetary awards for student leaders
Maintaining TGC site visit opportunities
Serving pro bono clients
Providing gifts to our alumni guest speakers

All donations, no matter how small, make a difference in helping the agency thrive. It helps set up generations of staffers for a better future.

Whether you were a part of the agency in 1990, a recent graduate or a future staff member, you are a part of something bigger than yourself. Mattie Orloff, a spring 2022 graduate of Chico State and the PR Director for her last semester in TGC, says she still feels connected to the program.

“I grew a lot. When I joined TGC, that’s when I started to really take my education and career seriously…I still follow my old TGC coworkers on social media and keep up with the TGC Instagram,” says Orloff.

Orloff received a job offer from The Hatch Agency in San Francisco a week before graduating and was recently promoted from her six-month internship to a full-time position. With at least three TGC alumni, The Hatch and other firms like it are becoming familiar with the TGC community, showing how connected we are.

Orloff, many other alums, and even current students of Tehama Group Communications, have been given the opportunity to learn and grow in various ways. Each position within the agency is crucial to making TGC run smoothly. Ranging from graphic designers and videographers to account executives and general managers, students’ different skills play a huge part in creating PR strategies and plans for clients each semester.

Butte College IDEAA team meeting.
Photo by Eve Miller

One of our recurring clients, The Butte College Office of Inclusivity, Diversity, Equality, Accessibility and Anti-Racism, asks the team to work on creating stories for their newsletter. By reaching out for interviews and producing their own images, the team creates quality writing to add to their resumes while staying on top of their client’s social media platforms.

Taking on anywhere from four to six clients a semester, TGC aims for excellence in each team. This semester, the agency has six clients, with each staffer assigned to two clients.

Whether the teams are helping Krōōd with their upcoming campaigns and outreach or assisting Chico State’s Asian American Studies department in creating a logo and gaining enrollment, each team is constantly improving their skills. No matter their starting skill level, all staffers grow and become part of the family at Tehama Group Communications.

Current General Manager, Skylar Trostinksy looks back on her time in TGC.

“Not only has TGC given me the tools to better my future as a PR professional, but it’s provided me with a community of life-long friends and connections,” she says, while noting how corny it sounds. “I’m so grateful for the opportunity to be general manager this semester and grow my leadership skills one day at a time.”

Having been a part of TGC for two semesters now, Trostinsky has been able to watch herself and others grow into the PR professionals that the agency strives for.

Tehama Group Communications has brought a sense of belonging to many. It’s a safe place for anyone willing to work hard and grow their skills.

Not only do you learn who you are as a professional during your time here in TGC, but also as a person and worker. You create long-lasting friendships you didn’t know you needed. Once you step into Tehama Room 310, it doesn’t matter your background or your aspirations, you work together as a team in the present without worrying about the past or future.

As an agency, we are creative, we are professional and most importantly, we are family.