In this episode, our guests from the 2024 University of Nevada, Reno PRSSA Bateman team talk about the study of public relations and learning when to pivot in a pressure cooker!

The Bateman Competition: Learning When to Pivot

For graduating students of public relations, hands-on experience, especially learning when to pivot, is invaluable when it comes to landing your first professional job. The University of Nevada, Reno‘s Public Relations Student Society of America (PRSSA) Bateman Competition Team recently shared their journey with us in the renowned Bateman Competition, and their experiences offer valuable insights for future students and aspiring PR professionals.

What is the Bateman Competition?

The Bateman Competition is a prestigious national contest that challenges PRSSA chapters to research, plan, implement, and evaluate a comprehensive public relations campaign. This year, the competition was centered on promoting cultural diversity and awareness, with the UNR team working with Cultures, a global multicultural magazine dedicated to enhancing community and fostering human connection among culturally fluid communities.

Learning Through Real-Life Application

Members of the team, including our guests Heather Saxe, Hunter Ramberg, and Jace Ouchida, embarked on a journey that pushed them beyond the theoretical knowledge gained in the classroom. Heather emphasized the importance of experiencing a campaign from start to finish, stating, “I wanted to have an opportunity to get a full understanding of a campaign from research to evaluation.”

Their journey involved late nights, intense brainstorming sessions, and constant pivoting. Hunter, the project manager, highlighted the practical application of their classroom knowledge, saying, “It was an amazing experience getting firsthand experience in all aspects of a PR campaign.”

Key Takeaways: Learning When to Pivot

One of the significant lessons the team learned was the importance of flexibility and adaptability. They faced numerous challenges, including weather-related obstacles and unexpected restrictions, which required them to continuously pivot their strategies. Hunter shared, “We learned the importance of having backup plans for anything and everything.”

Additionally, the team realized the value of thorough research and creative execution. Their campaign included a geographic mobility mural, a documentary, and engagement through social media, which collectively helped them exceed their objectives. They achieved a remarkable reach, garnering over 4.5 million media impressions, far surpassing their initial goal of 200,000.

Why Future Students Should Participate

Participating in the Bateman Competition offers students a unique opportunity to apply their knowledge in a real-world context, develop critical skills, and gain invaluable experience. Heather expressed that the competition helped her understand the full spectrum of campaign development, from writing objectives to evaluating outcomes.

Moreover, the competition fosters teamwork and communication skills, as evidenced by the UNR team’s ability to pivot and adapt their strategies collaboratively. Jace, who focused on film and website design, emphasized the importance of backup plans and adaptability, lessons that are crucial in any professional setting.

What’s Next for the Team?

While the UNR Bateman Team did not advance to the finalist stage, their experience and achievements have set a strong foundation for their future careers. Jace plans to continue pursuing his passion for film, while Heather and Hunter are leaning towards careers in marketing and advertising, fields where they can leverage their creativity and strategic thinking.

Heather concluded, “This experience reminded me that I’m good at coming up with creative and unique ideas, and I can pursue a career where I can be as creative as possible.”

Final Note

As an employer who hires from the Reynolds School School of Journalism at UNR, we often see newly graduated students have plenty of theoretical knowledge, but very little practical application. The Bateman Competition offers a learning experience for PR students, providing a platform to apply classroom knowledge, develop essential skills, and prepare for professional careers in a short, pressure-filled timeframe, which often mirrors public relations in the professional stratosphere.

The UNR team’s journey highlights the adaptability, thorough research, creative execution and evaluation we use every day to make sure our client campaigns meet and exceed our goals and objectives. For future students, participating in this competition can be a transformative step towards understanding what life is like in public relations and related fields.