Indiana University School of Journalism

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Photo by M. Jessica Contrera

From left, Mary Beth Ikard, BAJ'01, and Jennifer Hurtubise, BAJ'06, were among the alumni panelists discussing changes in the public relations industry.

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From typewriters to telephones, faxing to Facebook, the field of public relations has changed immensely over the years, according to panelists at “Public Relations Across the Decades,” a discussion session Saturday in the President’s Club in the Indiana Memorial Union.

The session was a panel of five alumni: Crystal Livers-Powers, BAJ’96, JoLynn Garing, BAJ’94, Mary Beth Ikard, BAJ’01, Jennifer Hurtubise, BAJ’06, and Dennis Royalty, BA’71. Howard Riefs, BAJ’93, moderated the questions.

Social media was a hot topic.

“Often, our website wasn’t able to get information out fast enough,” said Hurtubise, communications specialist for Indiana Hospital Association. “Twitter, Facebook and our blog help us stay on top of the news and get the news out faster.”

While panelists agreed social media is useful, especially to assist with crisis management, they said they still have questions. What is appropriate use of social media? Who should have access to the accounts? What happens when someone frequently criticizes the company on its Facebook page?

“Keep the Facebook platform friendly,” said Mary Beth Ikard, communications director at Nashville Area Metropolitan Planning Organization. “Make it clear that Facebook is not the avenue for official public comment.”

Beverly Phillips, BA’86, said this conversation on social media policies was the most informative part of the panel.

“I own my own business,” said Phillips. “So I find it interesting to hear how corporations are handling social media because it’s such a beast.”

The panel also discussed how changes in other areas of the media, especially newspapers, have shaped today’s PR field.

“With the recent layoffs at the Indy Star, reporters have less time to get familiar with the issues,” said Livers-Powers, director of corporate communications at Indianapolis Power & Light Company. “I find that it’s important to prepare yourself to educate.”

Photo by M. Jessica Contrera

Moderator Howard Riefs, BAJ'93, and panelist Dennis Royalty, BA'71, discussed how media changes are affecting PR.

Garing, public relations manager at Kiwanis International, said she has seen the change in reporters' time constraints as well.

“You have to almost make a package of information for them,” Garing said. “When industry changes, it changes media relations.”

Although changes are frequent in public relations, panelists said the IU School of Journalism prepared them to handle anything in this ever-adjusting field.

“I’m naturally pretty private. But the school really encouraged me to get out, try new things and meet other people,” Ikard said.

“They were encouraging, but they were tough,” said Royalty, managing editor at Eli Lilly and Company. “They set me up for success.”

Public relations alumni continued the celebration Saturday evening with a reunion.

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