Strategic Communication – Page 34

June 17, 2012October 15, 2013

What’s an educator to do as Public Relations and Advertising morph into Strategic Communication

This is PRSA’s Discussion Forum begun on June 6, 2012. Below are many of the responses. It’s well worth a read. I view it as the future of our professions — public relations, advertising, marketing, IMC and the related fields. [To comment: larry@larrylitwin.com]

Combining advertising and public relations courses
Posted June 6, 2012 at 6:23 p.m.

Where I teach there is some interest (driven by the department chair and interim dean, who are advertising people) in combining the principles of advertising and principles of public relations classes into one class. This is due to a belief by the advertising faculty that advertising and public relations are so thoroughly integrated as to no longer need separate classes. The other PR faculty members and I (in the minority) feel this would limit the survey of material in an introductory PR class, eliminating many topics that are the foundation of the profession. We’ve even received feedback from James Grunig that this is a bad idea, because while PR and advertising frequently work together, they are separate, distinct disciplines that should be taught separately.

Thoughts?

Samra Jones Bufkins, MJ, APR
Lecturer, Strategic Communications
Mayborn School of Journalism
University of North Texas

I fully favor combining public relations and advertising as a major…called…Strategic Communication. However, the two introduction courses must be kept independent. While the two disciplines have similarities, students are not mature enough to compartmentalize and time would not permit going into the depth needed to prepare students for their future profession. 6/7/12

6/8/12

I have had a chance to read the responses and have completed the Fullerton survey. While this may be self-serving, I’d be remiss if I did not mention it. I have authored a book — for both professionals and as a text — that combines public relations and advertising. It is in many colleges. Its 17 chapters (550+ pages) include a chapter on advertising that covers much of what a public relations strategic advisor should know about advertising. It retails for under $39.95 and is available for about $30 to students. I mention the book (The Public Relations Practitioner’s Playbook) only because one of the responses brought up the topic. Please check it out at www.larrylitwin.com. Much of the royalties (limited as they are) go to Rowan’s PRSSA chapter. By the way…this is an excellent dialogue.

6/14/12

Response to Denise is right on. Student maturity is key. I am teaching two summer public relations writing courses. As with almost every course, there is a true bell curve — this one dealing with maturity, which is directly tied to work ethic. Results (grades) are exponential — work ethic is related to maturity, which is related to experience, which leads to better learning, which leads to better grades. This is nothing new to those of us who practice our crafts (strategic communication and teaching, which I refer to as edutainment). Thanks for this dialog. As said earlier, I usually do not get involved. This one has been valuable.

Combining advertising and public relations courses
Posted June 6, 2012 at 6:23 p.m.

Thoughts?

Samra Jones Bufkins, MJ, APR
Lecturer, Strategic Communications
Mayborn School of Journalism
University of North Texas

Combining advertising and public relations courses
Posted June 6, 2012 at 6:35 p.m.

Pepperdine has been doing this for several years, and we’re changing back to separate introductory courses for public relations and advertising. Formal and informal assessment showed that student learning outcomes for both major areas were not being met with a combined course.

Denise P. Ferguson, Ph.D., APR

RE: Combining advertising and PR courses
Posted June 7, 2012 at 7:55 a.m.

Thank you–Denise–I think it’s interesting that Pepperdine has reversed this practice. Are you aware of any other universities that have experienced this? And Larry–that’s exactly what our major is called–strategic communications. I appreciate your input as we put some serious thought into this important matter.

Samra Jones Bufkins, MJ, APR
Lecturer, Strategic Communications
Mayborn School of Journalism
University of North Texas

RE: Combining intro adv and PR courses
Posted June 8, 2012 at 9:16 a.m.

Dr. Rita Colistra within our P.I. Reed School of Journalism has created a good Intro to Strategic Communication course for our current Adv/PR (soon to be strategic comm.) majors. She was admittedly disappointed with the available intro texts when she first piloted the class a couple of years ago, so she did a lot of research, worked with both advertising and PR faculty, and pulled together a lot of resources and info/examples to better integrate info about the two fields on her own. (I told her that as soon as she gets tenure, she must write the book!) If anyone is interested in what she’s developed, I know she would be happy to share.

RE: Intro Strategic Com Courses
Posted June 11, 2012 at 12:36 p.m.

I developed an introductory strategic communication course for our new program at High Point University. I share everyone’s frustration with the lack of a text that addresses Ad, PR and social. When I began my search I found that most intro PR books included a few paragraphs about Ad and then dismissed it as something other than PR. Most Ad books devote an entire chapter to PR, but tend to focus on publicity. There are many topics that can be comdined and actually strengthened, e.g., audience analysis, history, ethics, campaigns, etc. I’ve had to rely on several books to cover the topics that I thought are important to intro students. Ultimately, this meant “killing your children” and eliminating topics that I felt were really important in an intro PR course.

In addition to the intro course, we’ve also converged much of the strategic communication curriculum. Courses in cases, research and campaigns all include both
Ad and PR content. We still have separate courses for PR writing, Ad copywriting and layout and, starting this Fall, social media.

John R. Luecke, APR

RE: Combining ad & public relations courses
Posted June 12, 2012 at 5:26 p.m.

Thank you for everyone’s input. We seem to have reached a workable compromise. We’ll develop an intro to strategic communications course with half being taught by an advertising prof and half being taught by a PR prof. The advertising folks are content with that approach, and will most likely drop their current advertising principles course out of the requirements. We’ve stood our ground based largely on comments here and on LinkedIn, and are going to be able to keep our principles of PR course, although we’re re-naming it. This should give our pre-major students a thorough overview of the complexity of the field of public relations before they delve into their major skills and strategy courses. Thank you so much for your guidance. And, because our beginning advertising courses are frequently taken as electives by English, merchandising and marketing majors, this will expose them to the field of public relations as well.

Samra Jones Bufkins, MJ, APR
Lecturer, Strategic Communications
Mayborn School of Journalism
University of North Texas

Combining courses – no choice!
Posted June 12, 2012 at 8:09 p.m.

If for NO OTHER REASON, the budget situation (especially at the state colleges and universities) will dictate that we must combine curriculum (here and elsewhere) within the COMM disciplines. We have no other options. As you know, there’s been a budget bloodbath in the Calif State System, and the worst is yet to come. Other states are in a similar situation. The old guard faculty are going to scream bloody murder- but the silos have got to come down. We have got to become more efficient – and that means consolidation, merger, streamlining. The silos will have to come down. We will have no choice.

6/12/12

Combining advertising and public relations courses
Posted June 12, 2012 at 8:17 p.m.

I agree with those who are saying the silos must come down; integration is happening in the professions and we must adapt our curriculum to prepare future professionals. In my earlier post, I said that we are going back to separate introductory advertising and public relations courses (we have majors in both areas) for a number of reasons. Where we are doing more intentional integrating is at the upper level, where we have a new course in advertising and public relations strategies and tactics, focusing on digital, and we have IMC projects in other upper level courses. That way, we can build a community and establish foundational understanding of the fields, and then demonstrate how they work together in settings where students can apply the knowledge and skills they’ve gained.

Denise P. Ferguson, Ph.D., APR

6/13/12

Denise–we have a number of integrated, upper level courses as well, but wanted to keep the fundamentals courses separate so as not to confuse kids about the skills needed as well as some of the concepts. When we get into integrated courses we run into writing issues, which is why we’re keeping our writing courses separate until the students develop the writing maturity to adapt their writing styles.

Samra Jones Bufkins, MJ, APR
Lecturer, Strategic Communications
Mayborn School of Journalism
University of North Texas

For the past 5 years, I have combined PR and Advertising concentrators in a senior capstone course we call EXPECT (experiential learning). PR and AD students are combined into 4- and 3-person teams and partnered with pre-selected, vetted clients from the Salem, Mass. community — nonprofits, government agencies, and for-profit entrepreneurial businesses. We assess client perceptions student professional behaviors and skills. Students and clients and professors sign a contract specifying the student teams’ tasks intended to help the clients accomplish their objectives. Students meet with clients once a week and check in via email, Skype, and Google+hangout. Students evaluate themselves and each other three times during the semester. The final week is given over to student teams presenting their work to clients and the plenary sessions of the students in all four sections of PR and Advertising — social media, Web pages, press releases, event staffing, video/YouTubes, ads, posters, pitches and publicity.

I created the program, which the university reported to the Board of Higher Ed of Mass. as one of the university’s distinguished programs. I co-teach EXPECT each spring semester with my advertising colleague, Assoc. Professor Rebecca Hains.

Robert E. Brown
Professor, Communications
Salem State University
Salem, MA 01970
@gatheringlight
978 542 6463

[To comment: larry@larrylitwin.com]

June 3, 2012October 15, 2013

Seen a bear in your neck of the woods?

[To comment: larry@larrylitwin.com]

Bears have been spotted in Burlington (Medford) and Camden (Waterford) Counties in New Jersey. What’s a person to do. Here is a “green info box from the Courier-Post and the N.J Department of Environmental Protection.

DEP BEAR RECOMMENDATIONS

• If you encounter a bear, try to remain calm. Never run from it. Instead, try to avoid eye contact and back away slowly.
• To scare the bear away, make loud noises by yelling, clapping your hands, or banging pots and pans. If you are going to be in known bear country, it would be a good idea to carry an airhorn.
• If a bear stands on its hind legs or moves closer, it may be trying to get a better view or detect scents in the air. It is usually not a threatening behavior.
• If a bear starts snapping its jaws and swatting the ground, these are warning signs that you are too close. Again, do not run. Slowly back away.
• If a bear enters your home, provide it with an escape route by propping all doors open.
• Black bear attacks are extremely rare, but if one does attack, fight back.
• Report any damage done by a bear or nuisance beahvior to the DEP’s 24-hour, toll-free hotline at (877) 927-6337.

[To comment: larry@larrylitwin.com]

May 27, 2012October 15, 2013

Eulogy for our Dear Colette Bleistine

Below is my eulogy for Rowan University public relations major Colette Bleistine. I am honored and humble that Nancee and George Bleistine asked that I speak at Colette’s funeral. [To comment: larry@larrylitwin.com]

Where do I start? Like all of you, I am heart broken and devastated – and have been for weeks. I am an optimist and continue to be – because our Colette is in a better place.

So…where do I start? How about at the beginning? My memory of meeting Colette is as vivid as if it were yesterday. As is my routine, I started that particular day going to my mailbox near our Advisement Coordinator’s office. There – like so many other students before and after her – was this beautiful, blonde, young lady with a contagious smile. Esther Mummert quickly told me we had a Star in our midst – a New Jersey Stars Scholar … to be exact. I soon discovered, I was in the presence of a super star.

With a firm handshake, the new student told me she was Colette Bleistine and was excited to be transferring into Rowan’s outstanding Public Relations program. My immediate thought: I was looking at a “TastyKake” [PAUSE] … All the good things wrapped up in one.

Naturally, I told her … I’m available for anything she might need. And … as is the norm, Esther asked if I would take Colette on … as her academic advisor. I told her I would be honored.

During our first discussion, we discovered we had something in common. Colette graduated from Washington Township High School and I, too, am an alumnus – of sorts. I was once public information director and told her I took blame for that darn high school building being as BIG as it is. As I chuckled, Collette flashed that incredible smile … that so often lit up every room she entered.

As we were selecting courses – Colette told me about her challenges and gave me an education about Cystic Fibrosis. As I quickly learned, she expected NO special treatment. I assured her we were all here for her and … whenever she needed treatments or had a doctor’s appointment …not to worry.

Let me take a moment to tell you something you already know. When it came to responsibility, Colette set the benchmark.

In one of my classes – Impact of Public Relations on the News – an intense, rigorous course … reserved only for the best… Colette had – shall I say – a bad couple of weeks – not once, but twice. BUT…and this is key…every assignment was completed on time … and both of her oral presentations were as good as any … ever. These were her grades for the 14 assignments we had in that class: Five A- minuses, Six A’s and … a rarity in my classes …YES, three A+’s. Can you imagine? … a final average of 94-point-eight …second best in the class by only one point … Can you imagine?

Not long ago, actress Sigourney Weaver was interviewed on “CBS Sunday Morning.” She was asked if she had advice for aspiring young performers … and Sigourney Weaver offered advice to everyone looking for that first job. Paraphrasing, she said, not only is it important that the icing on the cake or the package on the product be appealing and sizzling, but once you get below the icing or open the package, it should remind you of a fine steak. Our Colette was both … the sizzle and the steak.

I once asked Rowan’s former president, Dr. Donald Farish if there were anything that kept him awake at night and without hesitation he said, “The passing of a student.” He reminded me, students are our surrogate children. How right he is.

Using the words of my long-time friend and now colleague Professor David Hackney, “Colette certainly touched a lot of people at Rowan through her classes and her extracurricular work.

“She made such a difference in the world in her short life. She would have made an even greater difference had she been granted the gift of time.”

Just two weeks ago, Colette’s inspiration and enthusiasm were evident as she planned the PRSSA Graduation Dinner from her hospital bed. I got e-mails from her almost every day … and sometimes several a day … as she dotted every I and crossed every T. The dinner was flawless.

Back in 2002, PRSSA included among its TonyS, the Outstanding Student Awards, a “Most Courageous Student.” I know we all agree, this year, that Award goes to Colette.

Last night at the viewing we heard two words over and over that best described this extraordinary young woman – inspirational and exceptional. And, let’s add – totally amazing.

As her mother Nancee says: “She used all of her challenges to make the world better. G-d sent her into this world to be a light for him.”

Might I go so far as to say, G-d gave us all Colette to be the light for us. Quite a legacy.

For my wife Nancy and me … Colette will forever be … a Blessed memory.

[To comment: larry@larrylitwin.com]

May 20, 2012October 15, 2013

SEPTA’s Richard Maloney inducted into Rowan University [Professional] Public Relations Hall of Fame

[To comment: larry@larrylitwin.com]

On May 6, Rowan University welcomed Richard maloney, director / public affairs and marketing– Southeastern Pennsylvania Transportation Authority (SEPTA), into its hall of fame. Below is my intro:

Introducing Rowan University’s newest inductee into our Professional… Public Relations…Hall of Fame is a special honor. We have known each other for more than 30 years.

Richard Maloney … probably doesn’t even realize… he has impacted my life more than once. I am forever indebted to him and have often taken two of those life-changing experiences into the classroom.

Richard’s detailed bio is in “Dinner Bell” so allow me to share how Richard was an award-winning reporter at KYW Newsradio and has carried that skill into his public affairs career.

During the ’80s at KYW, while we was working on one of our 20-part Regional Affairs Council series, Richard – a true grammarian and outstanding writer – suggested techniques for turning those recorded interviews into scripts in a more efficient, effective, accurate and quicker manner. Quite simply, it is the art of transcribing the script and then selecting the quotes…or voice cuts…and writing bridges to bring those voice cuts together. It seemed cumbersome and time-consuming. I soon discovered, though, it makes for outstanding reporting and even better writing and I’ve used that approach ever since.

The other life-altering event is when Richard had been offered a position with the U.S. Labor Department and had decided not to accept it. He returned to KYW that day and suggested I meet with regional public affairs director Jack Hord. I did so that very same day, was offered the position on the spot and the rest…as they say…is history. By the way, one of the contingencies was that I be allowed to continue teaching as an adjunct at Glassboro State College – now Rowan.

Richard, I thank you for that and for all of the wisdom you bestowed upon your KYW Newsradio colleagues…a true team that settled for nothing short of working hard together to accomplish our goal of doing our best as we served more than one million listeners in the Greater Philadelphia Region.

That talent and work ethic served Richard well as he decided it was time to stop chasing accidents, shootings and fires…and made the bold move into public affairs where he continued to excel.

After leaving KYW, Richard has served as Group Vice President/Communications – Greater Philadelphia Chamber of Commerce, Senior Director Public Relations/Operations – Independence Blue Cross and since 1999, Director / Public Affairs & Marketing– Southeastern Pennsylvania Transportation Authority (SEPTA)

Where he is responsible for public affairs and marketing at the fourth largest public transit agency in the United States. Soon after arriving – and to this day – Richard established media credibility for SEPTA and carries that reputation into every communications crises – whether it be labor, budget or an operation crisis.

Richard is responsible for marketing SEPTA’s New Payment Technology program, a $250 million state-of-the-art fare collection system.

He also serves on the Marketing and Communications Committee of the American Public Transit Association.

Richard Maloney lives by the credo of credibility – Open, Honest, Thorough and Valid. While remaining strategic, he never wavers from the truth.

So, Richard…it is a special honor to induct you into a Hall of Fame that includes Fraser Seidel, Robert Dillenschneider, James Grunig, Anne Barkelow, PRSSA founding advisor Professor Anthony Fulginiti, Dr. Donald Bagin, your friends and colleaguesJ. William Jones…and our founding professional advisor Anne Sceia Klein and…the mother of PRSSA, the late Betsy Plank.
Please join me as we induct Richard Maloney into the Rowan University Professional Public Relations Hall of Fame.

[To comment: larry@larrylitwin.com]

May 13, 2012October 15, 2013

Colleen Kebles receives ‘Litwin Family — Rowan University Gold Medallion’

[To comment: larry@larrylitwin.com]

On May 6, I was honored to present Rowan University Senior Colleen Kebles with the “Litwin Family Gold Medallion for Outstanding Strategic Writing.” Here is my introduction:

Before making the presentation, I would like to recognize a previous medallion recipient and past PRSSA president, Rosie Braude. In fact, Rosie is our ONLY

two-time medallion winner…one as an undergraduate and one as a graduate student. Rosie chaired National Conference in 2007 and was Outstanding Chapter president in 2008 – truly my right arm in every way.

Nancy, my sisters Janice and Eileen…and I are thrilled to present this year’s Litwin Family Medallion for “Outstanding Strategic Writing” to a student who not only meets all of the criteria but far exceeds them…

Grade Point Average = 3.9

She has extensive Community, College and

University service and…

“Outstanding, persuasive, strategic and

objective-oriented writing that drives audiences to the desired “Call to Action.”

In a nut graph, this medallion recognizes THEeee “Outstanding Strategic Writer” among all seniors.

It’s worth noting…I did not judge. Those who did…pointed out that while all those considered had excellent credentials, our recipient…to quote the judges…blew everyone else away.

Our recipient…among her other contributions…has been serving as the Disney internship campus rep for the past two years. I have been honored to work with her. So, this is truly a magical moment in her life.

Please join me in congratulating the 2012… Litwin Family Medallion Recipient…Colleen Kebles.

[To comment: larry@larrylitwin.com]

April 29, 2012October 15, 2013

Teaching a new dog old tricks. Can you do it?

Below is the link to colleague Ed Ziegler’s “Can You Teach a New Dog Old Tricks? ” It’s well worth a read. While at www.larrylitwin.com, check out other tips and techniques under Student Resources.

http://larrylitwin.com/handouts/18%20-%20Teaching%20Old%20Tricks.pdf

[To comment: larry@larrylitwin.com]

April 22, 2012October 20, 2013

10 jobs with above average salaries

To comment: larry@larrylitwin.com. Look below for public relations.

For more, go to the Bureau of Labor Statistics (my former employer) and/or CareerBuilder.com. Also, check out Debra Auerback at TheWorkBuzz.com.

Here is a list of jobs that pay for than the mean average of $46,200. Each occupation listed is projected to grow by 29 percent or more between 2012 and 2020.

1. Audiologists = $71,000

2. Cash estimator = 62,670

3. Database administrators = $77,350

4. Dental hygienists = $69,760

5. Geographers = $74,170

6. Heating, air consitioning and refrigerator mechanics and installers = $48,540

7. Interpretors and translators = $50,610

8. Market research analysts = $67,130

9. Medical equipment repairers = $47,010

10. Meeting, convention and event planners = $49,840

If you are wondering — public relations/strategic communicators = $125,305 (with 10 years experience). Straight public relations = $52,000. Entry level would range from $28,000 – $36,000. Those who are good at what they do and are ambitious are looking at the $50,000 range withing three to five years.

To comment: larry@larrylitwin.com.

April 15, 2012November 2, 2013

Action Verbs

[To comment: larry@larrylitwin.com]

From time to time, professionals and students ask for a list of strategic action verbs. This link takes you to a “play” contained in The Public Relations Practitioner’s Playbook

available on www.larrylitwin.com along with many other tips and techniques under Student Resources. Enjoy!

http://www.larrylitwin.com/documents/ActionVerbs.pdf

[To comment: larry@larrylitwin.com]

April 1, 2012October 27, 2013

Litwin’s acceptance speech for the Gary Hunter – Rowan University Excellence in Mentoring Award

To comment: larry@larrylitwin.com

This has been quite a week for me and I have my former and current students to thank for everything, plus colleague Esther Mummert. I am so humbled. Within the span of a few days, I was named recipient of Rowan University’s “Gary Hunter Excellence in Mentoring Award” for “demonstrating exceptional abilities in supporting, encouraging and promoting the development of students’ academic, personal and professional growth,” Rowan’s “Advisor of the Year Leadership Award ‘for his outstanding advising’ (of a student organization sanctioned by the Student Government Association)” and was named to the Rowan University Faculty “Wall of Fame” for Academic Advising.”

There is no ego here — just a deep feeling of gratitude. Below is my acceptance speech for the Hunter Award. The draft was posted prior to te presentation. Here is the final version delivered on April 2. Incidentally students — it is ONLY 2 percent passive and written at the 7.4 grade level. Please take a few minutes to read it:

[Litwin Mentoring Speech]

Thank you Karen. Congratulations to the other recipients today and to all previous recipients who are with us, today.

I must tell you…when I got Karen’s call after playing phone tag for a good couple or few days…I was speechless. Yes…Larry Litwin, speechless. As Whitey Ashburn would have said…back in the day… “Hard to believe, Harry.” But yes, I WAS. I am humbled and I AM thrilled.

Usually, strategic communicators or public relations practitioners are heard and not seen. In this case, it’s both. So, this IS a bit different than the usual.

A lot of you may not know this, but I have been teaching here since 1972. It all started under one of BU mentors…the late Dr. Don Bagin…even before receiving my Master’s degree in School Information Services.

Before anything else, I must say this award would not be possible without my wife Nancy…class of ’71…who allows me to respond to literally dozens…and on some days more than 100 e-mails…like this morning even before 7 o’clock…plus calls on a home phone line we’ve had since 1980…devoted to students. And over the years, we have hosted more PRSSA meetings at our home than we care to count. Some would say… Nance has the patience of a Saint. So, I thank Nancy…and so do so many former students.

Many of those former and current students have honored me by joining us today. In no particular order may I introduce you to Rowan graduates, Rosie Braude ’08; and a master’s in ’09 (now with University Relations, here at Rowan); Kim Ciesla, ’11 (with Anne Klein Communications Group – Marlton and Philadelphia); MacKenzie Egan, ’10 (Six-Flags-Great Adventure); Nicole Galvin, ’08 (HB and M Advertising and Public Relations in Philadelphia); Michael Gross, ’03 (Senior Vice President at Horner Communications in Philadelphia); The Honorable Heather Simmons, M ’96; (Gloucester County Freeholder and school communication coordinator for the Glassboro Public schools); and Rebecca Timms, ’10 (public relations coordinator for the Philadelphia 76ers). Also, Arianna Stefanoni, ’06, who couldn’t be here today because she is handling community relations for Campbell Soup Company in Australia.

Rosie, Rebecca and Kim are Public Relations Gold Medallion recipients. It has been my family’s honor to annually sponsor the Litwin Family Medallion, which goes to the Most Outstanding Strategic Writer among a respective year’s graduates.

We also have some current students with us. Please meet graduate student EJ Campbell, who received his Bachelor’s degree last May in RTF, Michael Barratta, Colleen Kebles and Rhyan Truett. An incredibly bright future awaits them all. And…Colleen is THIS year’s Litwin Family Medallion recipient.

And, speaking of the Litwin family, I am happy to introduce you to my sister and brother-in-law…Jan and Steve Barbell. Our baby sister, Eileen and her husband Len were expected from Houston, Texas, but jury duty forced a last minute cancellation.

And how remiss would I be if I didn’t acknowledge a dear friend and esteemed colleague, our College of Communication Advisement Coordinator Esther Mummert. A little birdie told me it was Esther who was behind nominating me for this prestigious recognition.

I introduced you to these many people today because I attribute any successes I’ve had to my family…and…to my students’ accomplishments. I would not be standing here without them.

Nothing thrills me more than when a student… or Rowan’s chapter of the Public Relations Student Society of America…PRSSA…receive recognition.

OK…so I’m not being totally…Open, Honest,

Thorough and Valid. When our children… Nancy’s and mine…(to differentiate from the students)…are recognized…it is the BEST, too.

While I…we…may be mentors to hundreds of students and former students, I must brag about our own kids: Julie and husband Billy Kramer…They are the parents of 9-year-old Alana, and 6-year-old Aidan. Julie is an award-winning second grade teacher in Atlanta.

Our son, Dr. Adam Seth Litwin, recently married. Adam is a founding faculty member at the Johns Hopkins Carey Business School in Baltimore…after graduating from Wharton School, London School of Economics and MIT.

Both Julie and Adam had work commitments couldn’t be here.

PAUSE PAUSE PAUSE

In the 42 years I have been here at Rowan, and especially since I went full time again in the

mid ‘90s… I have loved every day.

Open, Honest, Thorough and Valid…four words my students learn on Day One…I have never left the house for the College and gotten in the car without looking forward to getting in front of a class and/or meeting with students. It is worth repeating…I have loved EVERY DAY of meeting with students and practicing the art of edutainment front of a class. I couldn’t even say that during my years at KYW Newsradio…though I did enjoy them immensely and still keep in touch on a regular basis.

Four more important words I share with students on Day One of each new class…The acronym is HELP. I borrowed from a good friend and colleague, Riney Jordan…a schools superintendent in Texas.

Hear

Encourage

Love

Prepare.

“H.” I expect students to hear what I have to say. In other words, they had better be listening or I will call them out.

The “E” is for encourage. Like many of you, I never stop encouraging students to succeed. As my mother, Jeannie, taught us, can’t is not in the dictionary.

The “L” word…Love. How important is that word? More on the L word in a moment.

And the “P”…prepare. That’s my job. To help prepare students for their future. Our father, Eddie, always promised, with hard work, you can be anything you set out to be. I assure my students, if they do their share, they will graduate and hit the ground running. It is my job to assure they are heading in the right direction.

Back to the “L” word, LOVE. Incidentally, in all the years I’ve been here, I rarely cancel a class and…in fact, thank goodness…have taken only one sick day. Wednesday…was one of those days I had someone fill in for me for a class. It was EJ. Thank you EJ.

I tell you that, because…unfortunately, The LOVE word, came up Wednesday at the funeral of one of our graduates, Chris Schenk ’03. He passed on Monday after a valiant fight against melanoma.

Nancy, another graduate, Chris Lukach, class of ’04, and I…listened to the eulogies as Chris’ father, Gary, his best friend, Evo, and the Rabbi all mentioned Rowan and… PRSSA a number of times. They said Chris took with him from Rowan…in addition to his excellent education…a LOVE for everyone. Christopher Schenk believed if you love others they will love you back. He told his parents he learned that from PRSSA.

And then…his father said, Chris had vowed years ago, he would not let one day go by when he would not try to change at least one person’s life for the better. Gary Schenk said his son Chris learned that at Rowan, too.

At the very mention of Rowan and PRSSA, my emotions flowed.

The definition of mentor is: “A wise and trusted counselor or teacher.” As I sat there on Wednesday, I said to myself, … sometimes we just don’t realize the impact we have on others…and especially our students.

So…on an up note…and to build on Chris Schenk’s legacy…

Thank goodness, I a fired up…fired up..fired up every single day. Years ago, I promised myself… while a student at Parsons College in Iowa, where, incidentally, I met Nancy, that if ever I taught college… I would emulate my Parsons professors who mentored and coached me and…without question…changed my life forever.

They believed in me…just as I believe in each and every student who enters my classroom.

On behalf of all of my students and my family, from the top of my heart…thank you so much for this honor.

To comment: larry@larrylitwin.com