2025 Educators Academy Conference
Washington, D.C.
Oct. 6 & 27, 2025

1-2 p.m.
Breakout Sessions (1,2,3)

Session 1:
Earning the APR for Educators

Panelists will discuss the process and value of earning the Accreditation in Public Relations (APR) for university educators. Two of the panelists earned the APR while working in higher education and one panelist has experience helping qualified candidates prepare for the APR Examination. They will share insights on what the process entails, how to prepare effectively, and how to document professional experience.

Panelists also will offer strategies tailored for academics whose career paths differ from traditional PR practitioners. Attendees will gain practical guidance and encouragement to pursue the APR to reinforce their credibility, bridge theory and practice, and model lifelong learning for students. This session is ideal for educators considering the APR or advising colleagues and graduate students interested in professional accreditation.

Panel Moderator:

• Dr. Shelley Wigley, associate professor, University of Texas at Arlington

Panelists:

• Julie O’Neil, APR, associate dean for Graduate Studies and Administration, Texas Christian University, co-chair CPRE
• Dr. Alisa Agozzino, APR, associate professor of public relations, Ohio Northern University
• Carolyn Smith Casertano, APR, Fellow PRSA, associate professor of practice, University of Arizona

Session 2:
Advancing the Profession: Graduate Education in Public Relations

This panel explores the evolving role of graduate education in shaping the public relations profession. While the Commission on Public Relations Education (CPRE) has historically focused on undergraduate standards, its 1999 Port of Entry report recognized universities, at both undergraduate and graduate levels, as the official gateway to the profession. In 2012, CPRE’s Standards for a Master’s Degree in Public Relations: Educating for Complexity emphasized the need for programs to address the rising demands of professionals and society. Since then, the landscape of graduate education has evolved, with a range of delivery models, interdisciplinary approaches, and new expectations from the field.

This panel previews the forthcoming CPRE report on graduate education (slated for 2025) and discusses current trends discovered through surveys and content analysis. Panelists will offer strategies to better align graduate education with professional needs and prepare graduate students for strategic, ethical leadership in a dynamic communication environment.

Panel Moderator:

• Dr. Hongmei Shen, APR

Panelists:

• Dr. Marlene Neill, APR, Fellow PRSA, professor, Baylor University
• Dr. Melody Fisher, associate professor, Graduate Coordinator of Public Relations
• Dr. Chelsea Woods, assistant professor, Virginia Tech

Session 3:
Design the Future of the Certificate in Principles of Public Relations Program

The Universal Accreditation Board (UAB) has conducted research in recent months to learn more about the students’ experiences and the industry’s perceptions of the Certificate in Principles of Public Relations program. In this interactive session, the presenters (all members of the UAB) will share those insights and lead a discussion to design the future of the Certificate program to assist educators in preparing students and employers in finding well-qualified PR candidates.

Panel Moderator:

• Dr. Kelly Bruhn, APR, professor of public relations and associate dean of the School of Journalism and Mass Communication, Drake University

Panelists:

• Ken Hagihara, APR, Fellow PRSA, lecturer and PRSSA faculty adviser, California State University, Fullerton
• Rebecca Villarreal, APR, Fellow PRSA, board operations specialist, New Braunfels ISD

3 – 4 p.m.
Breakout sessions (4,5,6)

Session 4
Research Presentation 1
Perception of Social Media Influencers on Instagram: Amalgamated Scale Development and Initial Validation through Confirmatory Factor Analysis

Perception is the mental process of forming impressions of others and relationships by identifying and utilizing social cues (Cherry, 2023). This study develops an amalgamated scale for the perception of social media influencers on Instagram through two rounds of EFA and one round of CFA, resulting in a 10-item scale.

• Dr. Kate Stewart, assistant professor, Jacksonville State University

Session 4
Research Presentation 2
Breaking up with Spring Break: Examining external responses to municipal public relations on X

This paper analyzes public responses to Miami Beach’s 2024 “Breaking up with Spring Break” campaign on X. Using framing theory, this study seeks to examine how municipal strategic communication is interpreted by online audiences and what challenges exist for reputation and public engagement for government-led social media campaigns.

• Carla White, graduate student, University of Tennessee at Knoxville

Session 5
Research Presentation 1
Enhancing Undergraduate Public Relations Curriculum Through STEM-Focused Problem- and Project-Based Learning

This study explores how STEM-focused problem- and project-based learning enhances PR education. Through a Great Lakes pollution initiative, students collaborated with engineers to create public campaigns. Results showed improved confidence, collaboration, and communication skills, demonstrating the value of interdisciplinary, experiential learning for preparing PR students in today’s data-driven world.

• Dr. Jamie Ward, assistant professor, University of Toledo
• Dr. Alisa Agozzino, APR, associate professor of public relations, Ohio Northern University
• Dr. Shelly Najor, Wayne State University

Session 5
Research Presentation 2
Impact of Leadership Motivating Language in CSA: Fostering Employee Support Through Psychological Meaningfulness and Perceived Company-CSA Value Alignment

This study explores how leaders’ strategic use of motivating language, direction-giving, empathetic, and meaning-making, cultivates employee support for Corporate Social Advocacy (CSA) initiatives. Drawing on Motivating Language Theory and the Theory of Engagement, we propose that this communication enhances employees’ perceived psychological meaningfulness of CSA and their perception of value alignment between the initiatives and the organization.

We propose these perceptions act as key psychological mechanisms, linking leadership communication to three crucial employees’ outcomes: advocacy intentions for the CSA initiative, positive megaphoning intentions for the organization, and organizational trust. An online survey of U.S. full-time employees was conducted. The results showed that all three forms of motivating language positively influence employees perceived psychological meaningfulness of CSA. However, only empathetic and meaning-making language significantly enhance perceived value alignment with the CSA initiative after controlling employees’ personal attitudes toward the issue. Both psychological meaningfulness and perceived value alignment, in turn, positively predict employees’ supportive responses. These findings underscore the differentiated roles of motivating language dimensions and highlight their strategic value in internal CSA communication for fostering employee support.

• Dr. Yeonsoo Kim, APR, associate professor, The University of Texas at Austin
• Dr. Shana Meganck, associate professor, James Madison University
• Jino Chung, The University of Texas at Austin

Session 6
Research Presentation 1
Bridging Practice and Pedagogy: Teaching the Responsible Use of AI in Public Relations

Through a thorough examination of existing literature and in-depth interviews with practitioners and educators, this study offers insight into what public relations students need to learn about the strategic and ethical use of AI in the field and how to effectively bridge that gap in the classroom while fostering critical thinking and human oversight.

• Michelle Ewing, professor, Kent State University
• Stefanie Moore, professor, Kent State University

Session 6
Research Presentation 2
Shattering the Glass Ceiling: Comparative Narratives of Women Leaders in Public Relations in Ghana and the United States of America

• Adraina K. Adu, graduate student, University of Minnesota

5-6 p.m.
Breakout Sessions (7,8,9,10)

Session 7
Advancing Civility in Public and Professional Discourse

Civility in public and professional discourse is experiencing an unprecedented decline, with incivility negatively affecting mental health, work productivity, democratic engagement, and more. This panel brings together interdisciplinary perspectives to explore how educators can integrate civility-building strategies into public relations curricula and practice.

Panelists—who bring extensive academic and professional experience and represent diverse backgrounds and perspectives—will discuss the need for civility education, drawing on findings from a recent civility research project involving focus groups and surveys. They will share evidence-based interventions from the fields of communication, psychology, and management, along with adaptable tools such as digital civility guidelines, conflict de-escalation modules, and ethics-based discussion frameworks.

Participants will also learn how to translate civility research and scholarship into classroom instruction, client engagement, and professional development. Emphasis will be placed on practical applications for institutions of all sizes, fostering inclusive and respectful communication across diverse student and workplace communities.

Panel Moderator:

• Dr. Jae-Hwa Shin, professor, University of Southern Mississippi

Panelists:

• Dr. Betsy Emmons, associate professor, University of Nebraska-Lincoln
• Luke Kulik, Director at Prodege
• Bill Imada, Chairman, IW Group

Session 8
Bridging the Gap: How PR Professionals Prepare New Talent for the Modern Workplace

This dynamic panel brings together seasoned public relations professionals to share how the industry is onboarding interns and early-career hires amidst evolving workplace expectations. Speaking directly to educators, panelists will address real-world challenges such as navigating hybrid work environments, fostering DEI accountability, supporting mental health needs, and cultivating professional behavior.

Grounded in findings from the 2023 Commission on Public Relations Education (CPRE) report, the discussion will highlight critical soft skills gaps—including communication, adaptability, and time management—and how PR professionals are responding. Educators will gain insights into what agencies and organizations need from new professionals, and how academic programs can better prepare students for success.

This session is designed to open a two-way dialogue between industry and academia, offering actionable takeaways to strengthen internship readiness, align curricula with workplace demands, and empower the next generation of public relations talent.

Panel Moderator:

• Dr. Jensen Moore, associate professor, University of Oklahoma

Panelists:

• Brandi Boatner, IBM
• Sam Sims, APR, Fellow PRSA, Sims Group, LLC
• Paige Weber, senior vice president, Fleishman Hillard
• Stafford Wood, founder and president Covalent Logic

Session 9
Leadership Gaps: Perceptions of Essential Skills and Abilities for Emerging Leaders

Public relations graduates are entering a world in which they will be called upon to lead communication teams, departments and firms transformed by new technologies and new models of communication and engagement. But how prepared are they to meet those leadership challenges? This panel will discuss the findings of a mixed-method study into the perception and expectations regarding leadership development and training among established leaders and emerging leaders in the field.

The research team will discuss the findings, how the gaps are showing up in real time in the workplace, and what they mean for the future of the profession and public relations education. In this interactive session, panelists will share – and invite participants to share – ideas to address the gaps and help develop emerging leaders for the future.

Panel Moderator:

• Dr. Marlene Neill, professor and graduate program director, Baylor University

Panelists:

• Dr. Martina Topic, associate professor, The University of Alabama
• Dr. Kenon A. Brown, professor, The University of Alabama
• Dr. Karla K. Gower, Behringer Distinguished Professor, The University of Alabama, director, The Plank Center for Leadership in Public Relations

Session 10
Clients in the Classroom: Real Campaigns, Real Impact

This panel brings together faculty, a client, and a former student to showcase how campaign-based learning fosters professional readiness and community impact. By embedding real-world clients into coursework, students not only practice strategic planning and creative execution—they also navigate timelines, feedback loops, and ethical dilemmas that mirror agency life.

Panelists from both large and small universities will share scalable approaches that demonstrate how institutions of all sizes can integrate client work meaningfully. The client will reflect on the value of student-led campaigns for their organization, while the student will offer insights on professional growth and the transition from classroom to career.

Faculty will outline strategies for identifying strong client partners, setting clear expectations, and designing assessments that prioritize reflection and accountability. Whether you’re new to client-based learning or refining your approach, this session offers adaptable models that are pedagogically sound and professionally relevant.

Panel Moderator:

• Jamie Ward, assistant professor, University of Toledo

Panelists:

• Dr. Alisa Agozzino, APR, professor, Ohio Northern University
• Madeline Todorovich, student, Ohio Northern University
• Tammy Schakett-Fleming, VP, Clan Fleming Scottish Society