Media and communications major Zac Riley ‘16 found such a strong connection to home at Salem State, he ended up joining the staff to tell the university’s story to prospective families in Massachusetts and across the country. As the director for branding and audience development, Zac drives compelling marketing campaigns using the latest in marketing technology, aligning key messages with the audiences most likely to explore Salem State.
In his college search, Zac sought out a residential experience with a manageable cost close to his hometown of Malden. While he wasn’t sure which academic path he’d choose, his orientation experience led him to communications, eventually graduating with a concentration in public relations and a minor in marketing.
The media and communications department’s hands-on curriculum design appealed to Zac’s learning style. “We learned the foundations, and then we sat down to apply real, actionable skills,” he said, “Our faculty really coached us through using real-world examples to practice what we learned.”
For example, in Public Relations Writing I, professor Cindy Vincent asked students to meet with community partners planning a program in Salem’s Point neighborhood as part of a civic-learning opportunity, then submit press releases to the Salem News for consideration in print. Zac and a classmate each had pieces of their releases selected for publication. To Zac, these hands-on opportunities helped illustrate why a particular topic or skill mattered and helped set Salem State apart from other communications programs.
With a moderate-sized faculty, Zac was able to build relationships with professors in his department from day one. “Having open and honest conversations about my career goals with (faculty advisor) Peter Ohelkers, I knew I wanted to find an internship that included hands-on communications experience. He connected me with an internship role in Salem State’s enrollment management office that set me on the path I’m on now,” he said.
Asked about advice for potential media and communication majors, Zac encourages students to explore a range of interests, both inside and outside the department. “Take the opportunity to get to know each concentration in the program, and then figure out which one gives you your spark and hone in on that.”
Finally, he says, try to couple your communications courses with topics from other academic departments. “This is a major that touches so many other industries. The courses I took in business and English particularly complemented my degree. In the branding space, having an understanding of business concepts and the professional writing skills that I learned really set me up for success.”