The Husky Media Lab consultancy team was ready. With professional attire, thorough research, and a well-prepared presentation, we looked the part of seasoned strategists. Our client loomed large on the Zoom screen, waiting expectantly. Yet, in the quiet pause before we began, the lingering question was almost tangible: As a student-run team, could we truly deliver? 

Our team was comprised of graduate students from a series of classes connected to the Public and Media Relations division of the College of Professional Studies. Through an application process, clients were selected to receive tailored support in strategic communication planning. Each six-week class focused on specific components: Research, Planning and Strategy, and Content Development (strategy implementation). All classes integrated the fourth essential element—evaluation, metrics, and data—to achieve the desired outcomes and position the client’s business for success. 

One of our clients, a small Catholic publishing company, had launched an app aimed at connecting parishioners with local businesses, both affiliated with the church and others in the community. However, the app faced challenges: it struggled to attract a unique audience amid competition, had limited success with social media, and operated with restricted in-house resources. Every decision had to be carefully calculated to maximize impact. To compound this, the company had set ambitious goals—to boost app downloads and increase the number of businesses advertising on the platform by 50% within just three months. 

For graduate students eager to refine public relations and integrated marketing strategies, this was an invaluable opportunity to confront real-world challenges and deliver impactful solutions. Yet the task at hand, even for seasoned professionals, was nothing short of formidable. As we debriefed after our initial client meeting, one thing became clear: This would demand creativity, collaboration, and precision. 

Over the following six weeks, we leveraged research from prior classes to refine audience segmentation, define key messaging, and identify platforms and narratives that would resonate. Many of us continued working with this client as the next class took over content strategy development, embracing the PESO model (Paid, Earned, Shared, Owned media). Using SEO tools and the Circle of Engagement framework, we crafted strategies designed to be sustainable and adaptable for their small team. We revamped their website and LinkedIn pages, optimizing them for improved Google search rankings and prolonged user engagement.

Our biweekly meetings helped solidify trust and ensured alignment with the client’s vision. The initial doubts gradually dissipated as the client recognized the value of our approach. By the end of the six-week engagement, the company had actionable content, tools to shift their business model toward their ambitious goals, and the possibility of ongoing support.

The Husky Media Lab’s work was guided by industry professionals like Professor Pamela Fultz (pictured), Professor Tia Nicole McMillen, and Dr. Kirsten Whitten, who are at the cutting edge of the public relations field.

It’s no secret that organizations with strategic communication planning achieve far better outcomes than those without it. From aligning messaging with goals to fostering engagement and building stakeholder relationships, the advantages are clear. Efficiency, consistency, issue management, and enhanced engagement remain key benefits. Yet, while 85% of organizations claim to use data to guide their communication strategies, only 63% have actual strategic plans. (Source: “Top Internal Communications Statistics: Everything You Need to Know.”) For smaller organizations, the cost of external strategic consultancy can be prohibitive. 

Against the backdrop of federal funding cuts, nonprofits face increased financial constraints and challenges. Student-run agencies, commonly known as Media Labs or PR Labs, offer a vital free alternative for non-profits seeking communication strategy advice or services. Though these labs have existed for nearly 47 years, their role has transformed significantly in recent years, reflecting the evolution of communication practices from tactical execution to strategic expertise. 

While “free” and “student-run” might conjure doubts about quality, the reality often proves otherwise. These agencies frequently deliver strategic public relations and media advice that rivals—or even surpasses—many paid services.

Non-profits chosen as clients benefit from a comprehensive suite of services, including research, strategy development, content creation, and data analysis. Supported by professors with top-tier industry expertise, these students produce cutting-edge strategic plans that are thoroughly vetted for quality and effectiveness (Source: How student-led agencies are shaping today’s entry-level employees – PR Daily. PR Daily).

Moreover, student-led agencies are shaping entry-level employees by equipping them with professional skills to meet today’s job market. The high standards and meticulous approach of the Husky Media Lab, for example, frequently match that of other professionals in the industry. The experience of witnessing strategies deliver measurable results reinforces the value of both client-agency partnerships and the practical training provided to students. (Source: Student-Run Agencies Best Practices: Replicating the Professional Agency Experience to Prepare Budding Practitioners, Journal of Public Relations Education 2021).

Amid increasing calls for universities to demonstrate their contributions to society, a tiger job market for new graduates, and the growing pressures on non-profit funding, programs like these are the ultimate win-win. 

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