Student-run agencies and improvisation are not as far apart on the spectrum as one would think.
In 2011, comedian Tina Fey wrote “Bossypants”—a bestseller on a plethora of lists including The New York Times’ and Wall Street Journal’s . In it, Fey shares her success story, thoughts about the internet and essays about unrealistic standards women face—while making the reader fall on the floor laughing.
Fey also explains four simple rules that push an improvisation scene forward. Improvisation is exactly how it sounds: Two or more people work together to create a scene by making up the premise, scenario and dialogue as they go along.
The four principles transcend improvisation, applying to the world of PR and student-run agencies. Here’s what young communicators can learn:
1. Say “yes.” Agreeing with whatever your partner has created is an important element of improvisation. The magic word means you will remain open-minded.
Student-run PR agencies work the same way. We are in the business of saying “yes” because we are here to serve clients in the community. Fey explains that you can’t always say “yes” in real life, but shutting the door completely can push your client to go elsewhere to meet their needs.
2. Agree—and add. Once you’ve agreed with your partner’s logic, you must add something to the scene to keep it alive. The same rule pertains to an agency.
PR agencies dedicate hours to brainstorming because PR pros bleed creativity. It is an agency’s job to exceed its client’s expectations. Its team does so by adding creative tactics (such as promotional materials, events and hashtags) to the client’s objectives.
3. Make statements. Whatever the problem is, be part of the solution. This is arguably the reason why student run PR agencies were created. Everyone wants to flourish—and they can do so by crafting their brands.
People buy into good, honest stories. Student-run PR agencies exist to be part of the solution and to help their clients by telling their stories.
4. There are no mistakes, only opportunities. Accidents are going to happen. Improvisation scenes can fail—and so can PR agencies.
Set measurable goals to achieve, but realize it’s OK if you don’t always reach them. Evaluate how to achieve the goal next time.
Failure is a part of life. You can’t achieve greatness until you’ve failed.
Alexis Smith is a PR and strategic communications major at Olivet Nazarene University and the agency director for Inspired Strategies Agency, a student-run PR firm housed on ONU's campus. A version of this article originally appeared on her blog, Through the Looking Glass.
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