Winter 2017 Edition
Alumni & Friends Magazine
Bobcat and Sloan Visiting Professional markets teamwork
The name Jerry Sloan echoes throughout the hallways of . A 1959 graduate of the E. W. Scripps School of Journalism, Sloan taught in the E. W. Scripps School of Journalism from 1992 to 2001 and inspired countless students, including Dan Farkas, BSJ ’98, CERT ’98, MBA ’15, now an instructor of strategic communication at OHIO.
By Libby Bradford, BSJ ’17 | December 19, 2016
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Roezter (right) speaks to an OHIO class on strategic social media taught by lecturer Dan Farkas, BSJ ’88, CERT ’88, MBA ’15 (left), on Oct. 6. The authorities stress the importance of story development and customer/reader analysis in social media content creation. Sloan Visiting Professionals visit nearly a dozen different classes during their week on campus. Photo by Megan Johnson, BSVC '17
“I remember he was tough but fair, in a sense that there was always accountability,” Farkas said. “If you worked hard to achieve success, he was unbelievably supportive.”
Fifteen years later, Sloan’s influence is still felt in the Scripps College of Communication through a gift Sloan gave that established The Jerry L. Sloan Visiting Professional in Public Relations program, which fosters student understanding about the real world of public relations and marketing. Administered by the Scripps College of Communication, it has hosted leaders in the public relations industry such as Aaron Brown, senior vice president of Fahlgren Mortine, and Erica Noble, senior vice president, group head, for Edelman.
This fall’s Sloan Visiting Professional was Paul Roetzer, BSJ ’00, founder and CEO of the Cleveland-based inbound marketing agency PR 20/20. Author of two books about the disruptive nature of the company’s approach to PR and marketing, he contributes to marketing industry blogs and speaks often on agency management and marketing performance. While appearing at his alma mater, Roetzer addressed classes, presented a Jerry Sloan Lecture, and met with faculty and students one-on-one.
Packing a PR punch
“I was able to engage with the students in an extended way, versus a 30-minute formal interview with 15 people in four hours,” Roetzer said. “This was actually sitting in classrooms and hearing what they think about, and answering their questions. This was a different perspective and a really cool experience.”
Roetzer told students about the importance of the culture of “team” among his employees. “We’re very open and transparent with the team on the plans, performance, and future direction of our agency,” he said about his remarks. “We want everyone to feel a part of it, so we often ask for feedback from the entire team.”
A senior studying strategic communication, Rosier Haren took heart in hearing how Roetzer supports new hires in his company.
“His agency seems to have a very inclusive atmosphere,” Haren said. “As a senior applying for jobs, I feel comfort in knowing that employers look to include new hires in daily operations from the start.”
Robert Stewart, director of the E. W. Scripps School of Journalism, hope students recognize the value in this program and network with leading professionals like Roetzer.
“Based on Paul’s company and his writing, he seemed like a big-league candidate for a visiting professional. The students seemed to get a lot out of it, as did he, so I think it’s a great win for the school,” said Stewart.
When Cleveland-based inbound PR and marketing agency PR 20/20 opened for business in 2005, it upended the traditional PR and marketing agency model. Founder and CEO Paul Roetzer has sustained his upstart model by building a nimble team of young professionals who must work inside Paul’s “culture of we” philosophy to stay on at the progressive agency. CitizenScienceRadio talked to Paul for its podcast, “Culture of we,” about PR 20/20, how he built its team, and how leaders should lead, then get out of the way.
This podcast was co-produced by WOUB Public Media.
