South Hills Community News Release
STATE COLLEGE — South Hills School of Business & Technology’s Advertising & Public Relations class recently hosted a speaker series that featured local marketing and advertising experts. Second-year Business Administration—Management & Marketing students were given the opportunity to gain insights into what it’s like to work in a career in media and to get valuable information about radio promotions, as well as print and digital advertising.
South Hills adjunct instructor and organizer of the speaker series, Cathy Brown, is also a seasoned advertising professional that incorporates guest speakers into her Advertising & Public Relations class whenever she can. “We like to bring in presenters who can share their expertise in their respective fields and provide students with the opportunity to gain wisdom and insights to help with their future careers. Getting advice and hearing real-world business examples from working professionals like these individuals is invaluable.”
Scott Cohagan, General Manager of Forever Media in State College and an industry veteran with more than 20 years of experience in radio management and sales, provided an overview of radio advertising. He said, “Radio advertising is still reaching 93% of Americans, and recent advances in technology have helped to expand the reach. Radio remains a good method for advertisers to get their message out to their target audiences.” He gave tips for setting up effective radio campaigns and promotional tie-ins, and he provided the students with resources to help them learn about the industry.
Jeff Brown, local morning radio personality for The Bus WBUS-FM (93.7) and Faculty General Manager of CommRadio, the internet-based radio station housed in the Donald P. Bellisario College of Communications at Penn State, spoke to the students about “Writing Creative Copy” for radio commercials. He talked about the importance of creating messages to reach target audiences and discussed how the same principles apply when preparing a resume when job searching. He walked the students through an exercise that challenged them to write an attention-grabbing commercial for a hoagie business.
Janet Santostefano, President and Publisher of the Centre Daily Times (CDT), and Samantha Hendershot, CDT Sales Representative, discussed newspaper/print advertising, digital advertising, and audience extension techniques. They also presented their company’s “Core 4” sales approach to partnering with businesses to understand their needs and provide solutions. Both Janet and Samantha talked about how the changing media marketplace requires both companies and employees to adapt to new technologies and trends in advertising.
Wendy Lynch is a Multi-media Specialist from Seven Mountains Creative, a business that offers many different marketing services such as video production, graphic design, photography, and more. She spoke with second-year BAMM students about Digital Marketing and Search Engine Optimization (SEO).
Local Sales Manager for WATM ABC 23 & WWCP Fox 8, T.J. Coursen, visited the Advertising & Public Relations class to share his expertise and talk about the importance of effective television advertising.