Danielle Salvato

2007 graduate

Public Relations option

Employed as

Assistant Account Executive

Kulesa Public Relations, San Mateo

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. If referring to the "early days," then yes. Concise sentences, AP Style, punctuation, appropriate attribution, writing headlines and sub heads, writing for various audiences and all the core fundamentals of journalism, those of which I learned early in the program, are essential and relevant to my job, position and agency everyday.

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

A. Learning the fundamentals and values of journalism in the best way possible has helped me shape who I am in the professional world.

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

A. There is no average day in a PR agency. However on a day-to-day basis, I serve as the "backbone" on my accounts. I support account teams by researching, qualifying and pitching editorial, awards and speaking opportunities, maintaining databases of relevant media contacts, tracking and distributing coverage, and pitching and identifying new and unique thought-leadership opportunities. In addition to these tasks, I stay on top of the forever-changing, high-tech industry.

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. Definitely. The journalism program at Chico State provides students with a hands-on college experience, whether you are news-ed or PR, that is like no other. From Tehama Group Communication to on-site internships and the Orion, all three give students the ability to get their hands on real-life situations in student-run environment. The program teaches you a sense of professionalism, but most importantly teamwork.

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

A. I wish I was involved more with IABC and Society of Professional Journalists, even though I was a PR major.

Q. Do you have any advice for graduating seniors?

A. Yes. Take advantage of the resources you have in the journalism program at Chico State. The professors are some of the smartest in the business, and they are there to help you no matter what it takes. After college, the world awaits you, so make the most of your journalism experience at Chico. And by making the most, I mean delve into all the opportunities the program offers to students.

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

A.This question can definitely be a novel.

With news organizations and publications laying off many employees and the rise of technological Web 2.0 tools, such as blogs, twitter, Facebook, YouTube, flickr, etc., the world of journalism is changing abruptly and quickly in this day and age. Editors and reporters are moving at a speed of lightening, taking on more tasks than what they can handle. The same stories are now beginning to circulate within all publications. Original content is dissipating in print publications. The original content now lies with the Web 2.0 tools. In our generation, people are not picking up a newspaper when they want to find the top stories that are hitting our nation and the world, the latest trends in a particular industry or the issues and events of interest. Now they are finding it online. Journalism is something that people want at the touch of their fingertips, no matter if the piece is written by a Wall Street Journal reporter or a first-time blogger. There is not going to be one definition of what is journalism or exact journalistic standards. The integrity and traditionalism of journalism needs to be maintained in this new media environment.

Q. What was the last thing you bought that you absolutely loved?

A. A plane ticket

Information compiled by Anna Reynoso

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