Lauren Moreno

2007 graduate

Public Relations option

Employed as

Account Coordinator

Schwartz Communications, Inc.

Q. Thinking back to your early days in the journalism program (e.g., “Writing for Mass Media”), is journalism what you expected it to be?

A. No, so much of it is online now.

Q. How are you applying the skills you learned in the journalism program at Chico State?

A. I apply them every day whether it's in writing or editing press release and pitches, to thinking creatively about how to position a client to a reporter to get them to write a story.

Q. How many jobs have you held since graduation?

A. I worked briefly as a sales person at Nordstrom (for about a month) while interviewing. Other then that, Schwartz has been my only position.

Q. Are you happy with your job (and life) post-graduation?

A. Yes, but transitioning into the "real-world" is a lot harder then you think it will be while your still in college. Everything changes all at once, while it's odd because it's exciting and boring all at the same time. Suddenly it feels like you are living at your office, your computer and phone becoming your best friend and it becomes harder and harder to stay in touch with your friends.

The nice thing is for the most part your friends are going through the same thing so at least you have people to vent to. It's amazing how quickly your topics of conversation change and your priorities. Suddenly going out on a Thursday night becomes less and less appealing.

Q. Please briefly describe what you do in an average day.

A. A lot of time in front of a computer and on the phone.

I would say about 40 percent of my job involves admin work. Creating reports for meetings, going to meetings, responding to e-mails and creating clips of coverage for my client.

The other 60 percent is in active outreach to media to get them to cover my client. This involves not only calling and e-mailing them, but also reading what they write and researching their interests so I can tailor my messages to each one.

A large chunk of my time is also spent in and preparing for calls with my clients, whether it be our weekly status calls or briefings with reporters and analysts.

I have also submitted clients for awards and speaking opportunities.

Q. Do you think the journalism program prepared you well for your job?

A. Yes, our program is very intense and deadline driven which is good because it prepares you well for what the working world it like. You don't get extensions in your job, you either make it or you don't.

Q. Do you think the skills you gained in the program gave you a competitive edge in the job market? Why or why not?

A. YES, being a member of TGC gave me real-world experiences to draw from while interviewing. It opened and still opens countless doors and gives me opportunities that I would have never gotten.

For example I had two job offers after school both. The only reason I was even considered to interview at both agencies was because I was TGC alumni and other alumni currently worked at each agency.

Employers really do love Chico State students. It seems like once they get one working for them they want more. They love that we have hands-on experience and good work ethics. Our generally outgoing and easy personalities are a big plus as well.

Q. What do you wish you’d learned or done differently while a journalism student at Chico State?

A. While I think I made all the right choices as far as degree and extra-curricular(s) (member of TGC and Sigma Kappa) both of which have made me invaluable professional connections so far.

I do wish I knew more about pitching before I left and wish I took more classes on Web site and online media. The only things I would change if I could go back, is I would take more marketing, journalism and CDES classes on building Web sites, online marketing and online media. Anyone who can walk out of college and be able to build and update a Web site using both HTML and/or Dreamweaver is in a very nice spot as far as the job market goes.

Q. Do you have any advice for graduating seniors?

A. Start looking for jobs early, do your background research into what you really need and want out of a job and then look for a job.

Also be realistic your not going to get the job of your dreams straight out of college, you have to work for those jobs and by proving yourself at others.

Be realistic about your salary, remember you are starting out and be sure to research the competitive salaries in the area you want to work. The promotion rates and compensation reviews are what you should be looking at, not your starting salary.

Q. What are your perceptions of the future of journalism?

A. That it's all changing. Online media is the way things are going and stories are being written with less and less content. Newspapers and magazine are taking a lot more contributed content, writing shorter stories and sharing stories with partner publications. They are trying to engage the readers in conversations rather then just telling them a story. All this change is good for our industry. It means journalism will survive, it will just look different then we expected it too.

What this means for young professionals is that a lot of what we are taught might be obsolete by the time we hit the job market, i.e. the way stories are written and the outlets they are published in. But at the same time the basics are only getting more important, i.e. building relationships with reporters, who now more then ever are covering more beats and quickly dwindling in numbers.

The changes just mean that we as young professionals have to keep abreast of all the new technologies and trends, so that we don't become extinct. It's a great time to start out because there are many areas were there are no set rules and if we stay on top of our game and the trends we can be the one to create the new ways of doing things.

Information compiled by Lesley Silva

Cat Bytes is a student-produced publication of the Department of Journalism / California State University, Chico