January 2001

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JAFA president's column

One of the most exciting things about the UNC-CH School of Journalism and Mass Communication is the variety of ways it continues to reach out. The publications you receive through the year are one way, and the activities of the Journalism Alumni and Friends Association are another.

In November we held the annual Career Mentor reception. A large crowd of students and volunteer mentors participated. Feedback from the evening, and from those mentors and students who already have met, reinforces the sense that the program helps students as they think about heading out into the workforce.

In the past couple of years, the School has opened up a new front to reach out. The Executive Education Program, headed by Sabrina Davis, a 1994 School alum, is developing quickly into a critical part of the way the School connects, not just with alumni but with all working professionals inside and outside of North Carolina.

The Executive Education Program's offerings do more than just help media professionals exchange ideas and keep up with the latest goings. In some cases they even produce news. "Show Me the Money: The Business of Sports" offered a stellar lineup of experts. Evidence of the seminar's impact has shown up in several news reports from those who attended the session.

"Public Relations on a Shoestring," focused on helping those in the nonprofit sector make the most of limited resources and get their organization's efforts more effectively recognized. The seminars also are giving journalists the opportunity to exchange ideas about some sensitive topics — evidenced by upcoming seminars about "Covering the Latino Community," "Total Community Coverage: Uncovering our Prejudices" and "Science in the Media: What's Right and What's Wrong?"

In addition, the program provides hands-on offerings like "Multimedia Bootcamp: Learning to Use a Variety of Multimedia Software" and "Click and Mortar: Advice for Traditional Companies Aiming to Strengthen Their Internet Presence."

The Executive Education Program's goal is to keep communication leaders and specialists in touch with the most up-to-date knowledge and perspective, but the program is achieving far more. Davis' seminars provide a critical link between the academic world and the workplace. The program is another way the School builds communities of communication professionals and continues to serve their needs.

JAFA also is working to reach out more to School alumni. Soon, many of you will get information about the March 24 JAFA reception in Wrightsville Beach, near Wilmington. I hope many of you will be able to come, at least for the afternoon get-together. For those who want to spend more time at the beach, a special rate has been arranged with the host hotel. Watch your mail for more information.

Best wishes,

Seth Effron, JAFA president

For more information about the School's Executive Education Program, please visit the program's page on the School's Web site.