Students on PRSSA’s D.C. trip last month met Valerie Elston, featured here with Dr. Betty Jones.
Valerie Elston graduated from The University of Georgia in 2004 with an A.B.J. in Public Relations and an A.B. in Speech Communication. She then headed to State College, Pennsylvania and earned an M.A. in Communication Arts & Sciences from Penn State. Currently located in Washington, D.C., she is an Account Executive at Levick Strategic Communications. Focusing on digital media within her job, she enjoys the ability to shape public opinion on critical matters in today’s news stories. Along with being knowledgeable on tips and advice for the young PR practitioner, Valerie recommends networking as much as possible. Delighted with her experience at the nation’s capital thus far, Valerie hopes to further her career within social media and eventually work in the White House.
What year did you graduate from Grady and what was your major?
I graduated in 2004 with dual degrees—an A.B.J. in PR and an A.B. in speech communication. After graduating I earned my M.A. in communication arts & sciences from Penn State.
What is your current job?
Currently, I work as an account executive at Levick Strategic Communications (www.Levick.com). My firm specializes in global high-stakes communication, and my specific interest is in digital media. A few of my job responsibilities include blogger outreach, marketing our firm blog, BulletProof (www.bulletproofblog.com), and implementing social media strategies to help our clients protect their brand reputation on-and-offline.
Where is your job located?
Washington, DC—which happens to be the city with the most UGA grads outside of Atlanta. We have around 3,500 alumni in the greater DC area and a fantastic alumni network through the DC Dawgs (www.dcdawgs.org).
What part of your job do you enjoy the most?
At Levick, I can shape the public’s opinion on critical matters we read about everyday in the news. In college I never thought I would gain this type of experience so early in my career.
What other positions have you held before your current job and where were they located?
Prior to joining Levick I worked at the State Department as the public affairs coordinator for the U.S. President’s Emergency Plan for AIDS Relief (PEPFAR). Many people don’t realize how instrumental former President Bush was in turning the tide against HIV/AIDS abroad. PEPFAR is the largest commitment ever by a single nation toward an international health initiative. In my role, I wrote and designed the program’s monthly newsletter and fact sheets, as well as programmed and staffed high-level events.
Were you a member of PRSSA?
Absolutely! Every PR student should consider joining PRSSA and taking advantage of the opportunities offered. I served as the VP of Membership and headed a Creative Consultants team. Both of these roles taught me about leadership and allowed me to enhance my PR skills. But, I think what was most valuable about being a PRSSA member was the opportunity to network and learn from experienced professionals. Being able to interact with others in your field, bounce ideas off one another and brainstorm solutions is invaluable. I am so impressed with Grady’s PRSSA chapter; I often wish I could be a student again to participate in all the events.
What do you believe is the most important thing that a student should learn from Grady?
I am impressed at Grady’s efforts to integrate social media into the PR curriculum—the college is at the forefront of this movement and taking steps to ensure its students are competitive after graduation. All students need to pay attention to how the field is changing and learn from the leaders accessible to them on a daily basis. Take a class on social media, implement some of the tactics for a Creative Consultants project and attend the Connect Conference.
What is the one thing you wish you knew before entering the “real world?”
I wish I had known how to negotiate my salary and ask the right questions about benefits. I wasn’t “clueless,” but when you are in the interview process it can be unnerving to ask questions about salary or benefits. It is important to know what you are worth and be confident when asking the right questions.
With the current economic recession in mind, what advice would you give to seniors graduating in May and entering the job field?
Network, be open to all possibilities and demonstrate your passion. I can’t stress the benefits of networking enough. All of my jobs since graduate school resulted from networking. And don’t forget to use all the resources available that make it easy to stay in touch with your contacts. Join LinkedIn, create a blog if you like to write and establish a Twitter account. Twitter is a great way to see where professionals in your area are meeting up, hear about job openings or ask a question. You can follow me on Twitter @valerieelston.
When you were younger, what did you want to be when you grew up?
Since high school I have always wanted to work in PR. I just knew!
What do you miss most about UGA?
It is so hard to pick one thing! Jittery Joe’s Coffee, Cecilia’s Cake and of course football season. I try to make it back for at least one game a season, during which time I visit Jittery Joe’s as many times as I can and buy a cake to take home!
What was your favorite Grady class and why?
I loved taking graphics with Dr. Jones. I still find myself falling back on the skills I learned in that class. You would be surprised how many PR pros can’t use InDesign or Photoshop.
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