There are many ways to tell a story, to reach and influence people with an uplifting message, to inspire and motivate. Whether through dance, theater, writing, fashion, or photography, Toni Marie Perilli is a natural communicator and storyteller, weaving a persuasive narrative spanning the visual, performance, and literary arts.

It all started with a pirouette.

Toni Marie Perilli took her first ballet class on her second birthday. Her family took her to see Beauty and the Beast on her fourth birthday. “Growing up in New York undoubtedly fueled this passion,” Perilli says. Her parents fostered her curiosity, drive, and love for the arts. “My mom would take me to programs like ABT Kids, where I had the opportunity to participate in a ballet workshop in the rehearsal studios at the Met Opera before attending a performance, and Rockettes workshops at Radio City.” 

During these formative years, Perilli’s appreciation for how the arts express our shared humanity germinated. Her discipline, curiosity, and family support were the soil from which an expanding world of human connection through the arts blossomed.  

Perilli was a sponge, soaking up all the experiences, lights, and sounds of the world. She had an innate affinity for the intersection of learning, storytelling, and entertainment. 

“I’ve always loved to learn,” she says. “I was an avid reader, and many of my favorite games and shows were forms of ‘edutainment’.” She describes herself as “the odd kid out” who loved going to school and being in class. It has served her well. 

Perilli is now a student in the University of Florida’s College of Journalism and Communications Online Master of Arts in Mass Communication program with a concentration in Digital Strategy. 

Her journey from dance to strategic communication reveals a path of motivation, compassion, and discovery. 

A Pivot From Pirouettes to Publications

In her early years, ballet was Perilli’s life. Professional ballet and dance were her destiny, so she thought. She was ready to do the work. She trained every day after school and on weekends, attending prestigious summer intensives at Central Pennsylvania Youth Ballet and American Ballet Theatre. 

But then, in her junior year, another kernel of talent awakened in her, or more accurately, was recognized by a caring teacher. Her AP Language and Composition teacher recognized her talent for cogent writing and encouraged her to join the school newspaper. She was hesitant at first, but after writing her first article, she was hooked. The power of language took hold. How could it not? Already a devoted reader, Perilli already understood the dance of words, how they motivate and enchant. 

The school newspaper’s publishing schedule was limited, and Perilli wanted more opportunities to write and publish. “I decided to start my own blog and created a couple of social media pages to match, just for fun,” she says. 

For the Love of Words

Having completed most of her graduation requirements, Perilli had her afternoons free in her senior year of high school. Perilli intended to use the time for a more rigorous training schedule, but also devoted more time to her blog and social media. The tides were turning. “I really fell in love with writing and social media,” she says. There was a subtle shift in how she envisioned her future. The physical demands make a career in ballet relatively short-lived. “I was already considering a double major for a stable second career plan,” says Perilli. 

She had already begun to question her college major, but the difficulty of transferring to a new college dance program left Perilli increasingly frustrated, so she made a pivotal decision. “I canceled all my auditions about a week before they started and changed my intended major to communications and media at every school I applied to.” The die was cast.

A New Path

Perilli chose Manhattanville University for her undergraduate studies, majoring in communications and media. Its proximity to New York City allowed her to continue independent dance studies. Most of her time as an undergrad was during the pandemic, leaving Perilli burned out with “Zoom ballet fatigue.” Her focus was now solidly in communications. 

Once at Manhattanville, Perilli didn’t waste time. Though she says she felt a “little behind” her cohort, many of whom had worked on high school TV and radio stations, it only reinforced her drive and motivation. 

She joined the film club, started a photography club that grew to have the most extensive membership roster on campus, and secured an on-campus internship in digital marketing and video production. That internship turned into a part-time position, and soon she was being recruited across campus for communications and media work.  

She worked as a production photographer for performing arts shows, communications assistant for the performing arts division, social media manager for her academic program, and eventually a key member of the college’s central marketing team, where she helped launch the school’s TikTok strategy. Perilli also worked her way up to the Editor-in-Chief position of Castle Voices, the honors newsletter.

She continued to build her campus reputation as a talented writer, communicator, and photographer. By the winter of her third and final year, the central marketing team had created a full-time position for her to work on an institutional rebranding project. “My supervisors were (and are) so supportive and wanted to see me thrive beyond Manhattanville,” she says.

She graduated a year early with top honors, earning a Bachelor of Arts in Communications and Media Studies. Her 4.0 grade average earned her the Castle Pin and the O’Byrne Award.

Perilli still freelances for Manhattanville, typically as a photographer for musicals, plays, and large-scale events. She now works full-time as a brand and communications strategist for a large New York university. 

A Budding Career

Leveraging her inherent curiosity, talent, drive, and motivation, Perilli has emerged as a distinct voice in higher education marketing. Her work spans integrated communications, content marketing, and strategic storytelling, all fueled by the same passion that once drew her to the stage.

“The arts make educational institutions more culturally connected,” Perilli says. “Education makes the arts more accessible. Blend the two, bring in hospitality’s audience-centric focus, and you’ve just created the perfect formula for an exceptional experience. What I’m particularly interested in is how the two need each other to thrive. I’m very fortunate to have had the opportunity to benefit from programs like EduHam, and I want to help shape more like this.”

It’s this philosophy that has guided her professional trajectory and earned her recognition as a rising talent in the field. In 2025, the American Marketing Association named her a finalist for the Emerging Marketer in Higher Education award. At just 23 years old, she was the youngest and least senior of the three finalists, a testament to the quality and innovation of her work.

Her achievements extend beyond traditional marketing roles. Perilli has been published by BroadwayWorld and Lit Talk, and she writes for Her Campus UFL as a graduate student. She’s also been featured in LinkedIn News and has partnered with brands including Vera Bradley, BoxLunch Gifts, Maybelline, and Amazon.

Why the University of Florida’s Digital Strategy Program

After two years of full-time work in higher education marketing and communications, Perilli began to set her sights on what’s next. “I wanted more in my career,” she says. “I felt I wasn’t growing in my job enough, or in the way I wanted to, and I needed to supplement what I was doing.” It was time to consider a graduate degree. But where? 

Her experience in higher ed marketing made Perilli a “discerning” prospect. “Post-graduation outcomes were important to me, but not just in terms of the typical metrics you’d see colleges produce,” she says. 

Her discernment proved providential. 

What drew Perilli’s attention to the University of Florida College of Journalism and Communications graduate program were UF content creators and proud Gators she had followed for years. “I’ve really admired the work I’ve seen from UF graduates, even before considering another degree,” she explains. “I looked into the work of other graduates and wanted to ensure that whatever program I chose, the work produced by students and graduates was aspirational.” Their experiences and enthusiasm compelled her to dig deeper, and the more she learned about the online Digital Strategy master’s program, the more convinced she was that she had found the perfect fit.

“Choosing to do my Master’s at UF has completely changed my life,” she says. Despite her previous professional accomplishments, she says that the person she was a year ago wouldn’t recognize the person she is today. “My professors challenge me so much, and I’ve never felt more capable. I also started attending Gotham Gators events and connecting with program alumni, and I’ve never felt more supported. I’m producing higher-quality work, of course, but I feel so much more confident and emboldened to pursue my ambitions.” 

The flexibility of the online program allows Perilli to maintain a healthy work-life-school balance. “I loved that UF would let me set my own pace and that the coursework was mainly asynchronous, so I didn’t have to compromise,” she says. 

Two courses in particular have had a major impact on her professional development: Copywriting for Digital Messaging with Professor Hope and Strategic Writing for Public Relations with Professor McCloskey. Both courses emphasized audience-centric communication, a principle Perilli now applies across all her work. 

Timing and Opportunity

The timing of her Strategic Writing course couldn’t have been more perfect. Perilli was enrolled in Professor McCloskey’s class when a UFCJC alum encouraged her to enhance her networking skills. She reached out to the American Theatre Wing, one of the most prestigious theatre organizations. Best known for the Tony Awards, it also produces a ton of influential work, including several notable grants, the Emmy-nominated “Working in the Theatre” series, and the Master Class series. 

The networking paid off. She connected with one of the series’ co-producers, who later recommended her as a copywriter for the “Art of a Show Master Class” episode. The assignment required Perilli to develop five taglines for a conceptual play revival based on a creative brief and script, and then collaborate with a Broadway marketing agency’s graphic designer to create a mood board. 

It was an exciting opportunity for Perilli, but also engendered a bit of imposter syndrome, “given that I had never worked on a Broadway show and came from a very different professional background,” she admits. “However, the education and resources that UF provided me once again gave me the support I needed to push myself. A lot of that was because Professor McCloskey and Professor Hope helped set me in the right direction, without even knowing an opportunity like this would come up.” 

The experience left her feeling confident and reassured, which she attributes directly to her graduate studies at the University of Florida. “From the moment I filled out the web form to indicate interest in the Digital Strategy program, I received nothing but quick, personable, efficient, and helpful support from the admissions team, and this has remained the case after enrolling,” she says.

A Life and Career of Promise and Potential

With all that’s come before, Toni Marie Perilli is just getting started. 

When she’s not working and leading conversations about the intersection of the arts and education, Perilli takes time for “just for fun” photography. “The New York Botanical Gardens is such a haven for a lunchtime walk and reading session,” she says, “but the orchid show and train show are particularly well-suited for photography.” 

While a proud Gator, Perilli is also a lifelong New Yorker, in love with all the city has to offer. She’s seen at least one show in every one of the 41 Broadway theaters. Her current favorite musical is “Death Becomes Her,” and her current favorite play is “Oh, Mary!” She loves a flashy dark comedy.

For Perilli, graduate school isn’t just about acquiring knowledge. It’s about positioning herself for a career that aligns with her values and passions while continuously growing as a professional and creative.

Toni Marie Perilli is another example of the exceptional caliber of students who come to learn and grow, and of what being a proud Gator is all about. With her talent, ceaseless motivation to learn and improve her already prodigious skills, and perhaps most importantly, her optimism, we can’t wait to see what’s next.

The post Toni Marie Perilli: Storytelling, Arts, and Education appeared first on UF CJC Online Master's.

Sports was his early passion, but “soon after I became obsessed with social media,” Paulucci says. The fusion of sports and social media led him in 2018 to create Athletic Minds, an NCAA athlete representation company, while still a 16-year-old high school junior. 

“It started as a motivational sports page where I posted two to three times per day with quotes or images I thought were inspiring,” he says. “The ability to grow a social media following, and eventually an audience that would later buy merchandise, was something I realized I could control.” Paulucci was hooked. 

With Athletic Minds Representation, he knew he had what it takes to succeed in a competitive industry while doing what he loved. “I knew I had found the industry in which I wanted to build a career,” Paulucci says.

Entrepreneurship and Academics: Building a Foundation

Since founding Athletic Minds Representation, Paulucci has launched Believed Labs, a social media marketing agency, launched a podcast, earned a Bachelor of Arts in Strategic Communication from Rutgers University, and is currently enrolled in the University of Florida College of Journalism and Communications online Master of Arts in Social Media Management program. 

Chasing a passion means learning every aspect of it that you can. “I wanted to take my practical business experience and back it with advanced academic knowledge,” Paulucci says. 

For Paulucci, the University of Florida was a logical choice. “The MA in Social Media Management gave me a chance to strengthen my strategy, analytics, and leadership skills. A lot of graduate programs treat social media as an add-on to traditional marketing, but UF treats it as its own discipline,” he says. 

This focused specialization, combined with a strong communication program and respected faculty, was a “huge differentiator” in his decision to pursue his academic goals at the University of Florida. 

“Whether it’s structuring influencer campaigns for clients at Believed Labs, refining athlete brand strategies with Athletic Minds, or presenting reports that translate data into actionable strategy, I’ve gained a deeper expertise in audience analytics, campaign measurement, leadership, and digital storytelling,” explains Paulucci. 

“The program is both academic and practical. It’s rooted in theory and research, but everything connects to real-world applications. I’ve been able to immediately apply what I’ve learned to client campaigns, brand strategies, and even contract negotiations,” he says, adding that “I use what I learn in the program daily.”  

Motivation and Ambition

His entrepreneurial drive and academic commitment reflect his dedication to the art and science of audience engagement, brand-building, and social media leadership. 

“What keeps me motivated is setting and achieving goals,” says Paulucci. “I absolutely love what I do, which is building and creating brands and businesses. I enjoy watching my creative ideas turn into successful campaigns and partnerships.”

Motivation and ambition lead to results. For example, Paulucci launched Believed Labs in October of 2024. “By the end of the year, we had signed six clients, with five currently still active on retainer,” he says. “That translated to about a 70% profit margin.” 

Believed Labs’ success enabled Paulucci to build a talented team of contractors. “We’ve already successfully upsold services to clients, expanded influencer campaigns, and delivered measurable growth across social platforms.” 

Adapt, Connect, Deliver 

For Paulucci, the world of digital marketing presents limitless opportunities to listen, adapt, and learn. “Every campaign is different, and every brand has unique goals, and every result brings a new outcome,” he says. “Strategy and execution matter equally.”

Paulucci cut his teeth working with big brands including Tripadvisor, Afterpay USA, and Spartan Races. “These companies have high expectations, and every campaign has to be grounded in data, creativity, and brand alignment. I learned to build campaigns that look good and perform against measurable goals, such as engagement growth, website traffic, and conversions.”

“I thrive under the pressure of meeting client needs and knowing that results directly reflect the effort put in,” Paulucci says. “Each brand has unique audiences and goals, and the ability to shift strategies while keeping results top-tier has been one of my biggest takeaways.”

The reward is the satisfaction of learning something new, solving problems, and going above and beyond what was thought possible. “One of the best feelings is seeing the reactions of clients and partners when we not only meet expectations but exceed them, bringing ideas they once thought were impossible to life,” Paulucci says.

A Focus on Building Communities and Connections

When he is not building communities and exceeding client expectations, Paulucci enjoys fishing, spending time outdoors, and, of course, following sports. “I’m also big into sports card collecting,” he says. “I love spending time with the people I care about the most and traveling. I value experiences a lot and making memories that’ll last forever.” 

There is a direct through line between his personal and professional life. “Those hobbies tie back to what I do professionally,” Paulucci says. “It’s always been about sports, community, and connection. 

Just Do It

The thread through all this for Paulucci is community building. “Whether through social media, entrepreneurship, or sports, I’ve been focused on creating platforms where people connect, grow, and share experiences. That’s at the heart of everything I do.”

His advice for prospective social marketing and brand-building entrepreneurs is simple: start. “That doesn’t mean you need to launch today, tomorrow, or even this year, but commit to the idea and keep moving toward it,” he says. “I’ve been in the social media marketing game since 2018, and creating my own social media agency was always the goal. Back then, I didn’t know anything. What I needed most was experience. Learning how people think, working inside different agencies, and seeing both the good and the bad. All of that shaped how I run my own business now.”

Circling back to the commitment he made to himself when he was younger, Paulucci offers perhaps his more profound bit of advice: “Build something you actually love, take care of the people you work with, and block out the outside noise. It takes time, but if you keep showing up for yourself, you’ll get there.”

The University of Florida School of Journalism and Communications built the Master of Arts in Social Media Management for dedicated, motivated, and passionate people like Charles Paulucci. 

We look forward to seeing what he will do next.

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As a kid, Amy Pavuk-Gentry imagined herself in a newsroom, an intrepid reporter chasing down the latest stories. Every day, something new to find out, another story to tell. 

For her, journalism encapsulated everything she loves: curiosity, discovery, creativity, and writing. It was an opportunity to seek justice and give voice to the voiceless. 

What a child imagined became real. After earning her bachelor’s degree in 2002, Pavuk-Gentry spent more than a dozen years in journalism. 

Evolution: The Next Chapter

In 2015, Pavuk-Gentry launched the next phase of her communications career, moving to Altamonte Springs, Fla.-based AdventHealth, where she now serves as executive director of corporate communications in the Central Florida Division. The job offers much of what attracted her to journalism.

“There’s always something new to learn,” she says. “ The role requires impactful writing, creativity, and analytical thinking as we support the organization, share the remarkable stories of our mission, and engage with the community.”

As a senior communications professional in a large complex organization, Pavuk-Gentry understands the responsibilities and demands of leadership. “The communications industry is evolving at such a rapid pace,” she says. “To be on the forefront of innovative practices, I felt I needed the boost of a graduate degree, which would provide the rigor and emerging best practices.” 

She chose to enroll in the online Public Interest Communications program at the University of Florida School of Journalism and Communications. 

As with many working professionals, the online program’s flexibility offered huge advantages to Pavuk-Gentry. The Public Interest Communications curriculum combined advocacy, marketing, journalism, and behavioral science communications, an area new to her. 

“The introductory PIC courses that dive into behavior science, why traditional awareness campaigns fail, and the information deficit model were eye-opening,” Pavuk-Gentry notes. Graduate-level elective tracks enabled her to target specific topics and courses, allowing her to become a better practitioner and leader.

She cites one significant “aha” moment while studying the foundational principles of the six spheres of influence. 

“It laid the stage for the entire PIC program and practice,” she says. “Even in organizations where there’s high collaboration between the communications, marketing, and advocacy departments, viewing the work through the lens of a fully integrated campaign that harnesses the power and best practices from each area, along with the other three spheres, was enlightening.” 

Transforming Theory into Practice

As with journalism, healthcare communication addresses diverse communities, each tuned to its own technical, cultural, and generational messaging nuances. How messages are targeted, created, and conveyed can change lives.   

Pavuk-Gentry cites a direct line from her graduate studies to her work at AdventHealth. She describes how her studies in the PIC program inspired a change in her approach to internal communications at AdventHealth. 

The news releases her team produces are written by a team comprised largely of former reporters for current reporters. However, the language, tone, nuance, and delivery that work in a journalistic setting often didn’t resonate with large segments of AdventHealth’s 34,000-strong workforce. 

“We know that ‘everyone’ is not an audience,” she says, “so that also means that ‘all employees’ are not an audience. In the past, we tended to parrot that language in other vehicles designed for other audiences, such as our internal comms vehicles for our predominantly Gen Z and Millennial workforce,” Pavuk-Gentry recalls. “When I started to evaluate our vehicles based on the target audience, I realized we weren’t speaking the same language, tapping into their values, behaviors, or their content-consumption preferences.”

She and her team redesigned their internal communications strategy, expanding on traditional demographics to consider “psychographics, interests, attitudes, and values in message creation, vehicle designs, and messenger selection,” she explains. 

By putting theory into practice, Pavuk-Gentry and her team created messaging designed to reach its audience where they lived, in a style and tone they understood. 

The results validated the academic principles she’d learned, creating measurable improvements in employee engagement. 

“We’ve seen wins with this strategy,” Pavuk-Gentry says. “It’s been a great correlation between academia and my professional application.” 

Healthcare, Communication, and a Philosophy of Purpose

Pavuk-Gentry’s philosophy of community service is reflected in her approach to healthcare communications. She recognizes that human health and well-being intersect with virtually every social issue.

“Housing is health care if you’re homeless,” she says. “Workforce development can enhance your health and access to healthcare. The climate impacts our physical health. Spiritual beliefs and faith can impact health.”

Her compassion, empathy, and professional expertise reflect her philosophy of purpose and understanding that communication is the lifeblood of any complex human endeavor. Pavuk-Gentry sees limitless opportunities for her team to impact health through announcing groundbreaking medical treatments, inspiring employees to become better caregivers, recruiting future workers, or helping executives communicate complex topics.

BBQ, Hiking, and Tucker

Amy Pavuk-Gentry graduated with her Master of Arts in Mass Communication-Public Interest Communication in August 2025. 

Originally from Pittsburgh, she remains a devoted Steelers and Pirates fan. She (half) jokes that grad school has been her hobby for the past three and a half years. But hiking the Appalachian Trail, one section at a time, is seriously a hobby. To celebrate her graduation, she plans to hike a section in West Virginia with her husband, Chris Gentry, an award-winning pitmaster and catering business owner. The couple shares life with their “wild and adorable goldendoodle,” Tucker. 

Her story resonates particularly for communications professionals considering graduate education later in their careers. Pavuk-Gentry proves that advanced degrees aren’t just for career pivots. They are tools for deepening impact and expanding influence in fields where staying current isn’t optional, it’s essential.

She also personifies the power of aligning personal values with professional growth, a move that can create ripple effects that extend far beyond any single campaign or strategy. In healthcare communications, every message can potentially improve lives.

Pavuk-Gentry’s journey illustrates the evolution of modern communications professionals who refuse to be constrained by traditional silos. By combining journalistic integrity with behavioral science, advocacy with analytics, and personal purpose with professional excellence, she demonstrates how continuous learning and adaptive thinking can transform both careers and communities.

“We all have unique talents and skills, and being able to turn mine into a career and apply them daily is a tremendous privilege and gift,” she reflects.

One of her guiding quotes comes from the late columnist Erma Bombeck: “When I stand before God at the end of my life, I would hope that I would not have a single bit of talent left, and could say, ‘I used everything you gave me.’”

The post Public Interest Communications: Amy Pavuk-Gentry’s Philosophy of Purpose appeared first on UF CJC Online Master's.

By Christine Bucan

Starting a PR career can feel challenging. Imposter syndrome is real. Students often tell me they feel behind. But with the right approach and guidance, you can find your way to success. With over 25 years of experience in the field, I’ve played pivotal roles in shaping and guiding teams, managing high-stakes projects, and making tough hiring and firing decisions. So, believe me when I say I’ve seen it all.  

From candidates arriving with no printed résumé in hand to those casually strolling in with flip-flops and a Starbucks iced coffee (that’s agency life in Miami!), some things stick with you for the wrong reasons. But don’t worry, I’ve also seen what works—candidates who do their homework, research the company, and know how to make a lasting impression. 

As a professional-in-residence and lecturer in the PR department at the University of Florida, I help students avoid these common missteps and walk confidently into the job market. I prepare them with practical, real-world training, giving them the skills and confidence to nail that first interview and thrive in their future roles. 

Below are some dos and don’ts for launching your PR career. It’s not an exhaustive list, but it should help you stand out—and hopefully avoid becoming a “what not to do” story. 

Starting Your PR Career: Getting the Job 

• Dress the Part: If you’re interviewing at a creative agency, ditch the banker’s pinstriped suit, but don’t dress as if you are going to a nightclub. (Yes, I’ve seen that too.) Aim to match the company’s culture while keeping it professional. Check their LinkedIn and Instagram to gauge the vibe—and then dress professionally, just one notch above it. I’d also avoid wearing too many logos. Think quiet elegance. 

• Develop Your Personal Brand: I once interviewed a candidate whose personal branding was spot on. Her resume had accents of green and purple. She came dressed in green and purple. Even her notebook was green and purple. As a follow-up thank you, she sent me fortune cookies with personalized messages highlighting why we should hire her. She got the job. Be memorable! 

• Treat Campus Roles Like Real Jobs: Whether you’re working with a student organization, a university department, or in a campus media role, take it seriously. These experiences are more than just involvement—they’re real-world practice that should go on your resume as valuable professional experience. The experience gained within the university community often helps you land a full-time role after graduation. 

• Optimize Your Resume and LinkedIn: Tailor your resume for each application (AI tools make that easy). Ensure your LinkedIn profile shows off your skills and achievements. Recruiters will probably check you out online before reaching out, so give them something great to see. Also, personal social media accounts should be set to private. While I never snooped beyond LinkedIn, other staff members did and couldn’t wait to share what they found. It’s mean, but it happens.  

• Network Effectively: Build genuine professional relationships—don’t just collect LinkedIn followers. Avoid the generic “Congrats, well-deserved!” comments. Instead, showcase your unique voice in your interactions and posts. Attend industry events, participate in online groups, and follow up meaningfully. Often, the best opportunities come from who you know, not what you see on job boards. 

• Practice Telling Your Story: Yes, you must research the company and practice answering common interview questions before your interview but don’t forget to prepare your career narrative. The interviewer already knows about their company. What they don’t know is you. Practice telling your story and make your perspective distinct.  

• Master Interview Questions: One of my favorite interview questions is, “How do you get your news?” followed by, “What did you read this morning?” Bonus points if you can name a recent PR campaign you admired. Staying up-to-date on industry news shows you’re passionate about the field. Prepare thoughtful questions of your own, and don’t let the “Do you have any questions for me?” question pass you by. This is your opportunity to show you’re smart and have done your homework. 

• Arrive Early: Whether in person or on Zoom, arrive early and ready to go. If it’s in person, bring a few printed copies of your resume on high-quality paper—trust me, it leaves a lasting impression. Plus, being prepared shows your professionalism right from the start. 

• Follow-Up Etiquette: Always, always send a thank-you note after an interview. I am partial to a handwritten note, but email also works. It’s a small gesture that makes a big difference.  

Moving Past the Account Coordinator 

After you’ve landed your first PR career job and settled in, the next challenge is moving up. Here are some tips to help you advance in your career.  

• Raise Your Hand: When your boss needs help, be the first to volunteer, even if that means working on the weekend or at night. It shows you’re eager, engaged, and ready to take on new challenges. 

• Don’t Ask Easily Answerable Questions: Managers appreciate curiosity but don’t ask what EBITDA means in a financial comms meeting—that’s what Google is for. Save your questions for things that need a manager’s input, like handling a complex client issue. 

• Anticipate Needs: After a meeting, offer to type up your notes and distribute them to keep everyone on task. Demonstrating that you can think ahead and support the team is a great way to stand out. Take the lead on projects, suggest new ideas, and constantly look for ways to add value.  

• Set Clear Goals: Know where you want to go in your career and map out the steps to get there. Conduct a SWOT analysis on yourself. Keep reviewing and adjusting your goals as you grow.  

• Seek Feedback: Don’t wait for that annual review. Regularly ask your supervisor and peers for feedback and be open to hearing the tough stuff—it’s how you’ll improve. A smart young consultant once told me you can’t learn without being uncomfortable. 

• Be a Problem Solver: Pointing out issues is easy. What sets you apart is bringing solutions to the table. Show you can handle challenges, not just notice them.  

• Build a Strong Network: Your relationships matter. Cultivate connections both inside and outside the office. Suggest happy hours with colleagues and coffee dates with executives for mentorship. Volunteering is a great way to give back and build those relationships. 

• Keep Learning: The best in the business stay sharp. Keep up with industry trends, take courses, or get certified. You’ll not only remain relevant but also boost your promotion potential. Become the go-to AI guru in the office and show your team how to master the latest photo editing tools—being a person with cutting-edge knowledge makes you indispensable. 

• Maintain a Positive Attitude: Nobody likes a Debbie Downer. Stay positive, even when things get tough. Your energy impacts the whole team, so always present a positive attitude. And never, ever engage in office gossip. Always seek to maintain a professional and supportive work environment. 

Ultimately, public relations is all about relationships—with the media, clients, or colleagues. If you want to succeed in your PR career, it’s not just about what you know but how you work with others and adapt to the industry’s fast pace. From landing your first job to climbing the career ladder, these tips will set you up for success.  

Remember, being humble and kind will get you far, but a little hustle and grit will take you all the way. 

Christine Bucan is a professional-in-residence and lecturer in the PR Department at the University of Florida College of Journalism and Communications. She teaches PR Principles, PR Writing, and Fashion PR. She is also the faculty advisor of the award-winning UF Bateman Team and the student-run firm Alpha PR.  

The post Tips for Landing Your First Job and Climbing the Ladder  appeared first on UF CJC Online Master's.

Nov. 12, 2020

UF CJC Online students excel in and out of the classroom. We spoke with two of our students, Alyssa Varas, a Global Strategic Communication student from Miami, FL, and Ja’kari Clayton, a Public Interest Communication student from Naples, FL, about their experiences within our Master of Arts in Mass Communication Program, accomplishments so far, career goals and advice for prospective students.

Alyssa Varas

Alyssa graduated from the University of Florida with a bachelor’s degree in public relations in August 2020. When she entered UF for her undergraduate degree, she started as an agricultural major in the College of Agriculture and Life Science. After one semester of STEM courses, she switched her major, first to journalism, then to public relations, where she found like-minded peers who were equally excited about communications.

“I really liked being a part of a community in the J-School because there’s so many supportive, not only faculty and staff but also students that helped us all grow in our communication skills,” Alyssa said.

Her decision to pursue a graduate degree with UF CJC Online began during her time as an undergraduate student when she discovered our Combination Degree program that allowed her to receive her master’s in only a few years. 

“I began my sophomore year in the Digital Strategy specialization after attending PRSSA’s International Conference where we heard a lot from former government leaders and people working in the public affairs arena,” Alyssa said.

Now, Alyssa works as a graduate student assistant for UF CJC Online where she helps our admissions team answer emails about our program and the application process while she works towards her degree. 

During her time at UF, her proudest moment was receiving the 2020 PRSA Foundation Chester Berger Scholarship for Excellence in Public Relations.

“I couldn’t have done it without the guidance and support of a few of my graduate professors who wrote me letters, and one of them actually was one of the PRSA members who founded that scholarship, and he’s now working in the college in the Global Strategic Communication program,” she said. 

In the future, she hopes to find a career in the public affairs or political arena or in corporate communications in a multinational organization in her home city.

“If someone was on the fence about pursuing a master’s degree with the UF CJC Online program, I would say to them that the master’s program is filled with professors and resources that provide even more value than you thought in your undergraduate career and that will allow you to grow in this profession,” she said.

Ja’kari Clayton

Ja’kari graduated from Florida International University in 2016 where he majored in Liberal Arts. His journey to become a Gator within our program started after not having a firm grasp on what he wanted to do after graduating from FIU. Ja’kari decided to dedicate himself to a year of service, so he enrolled in City Year and moved to Orlando. There, he was tasked with helping middle school students academically, economically, personally and socially. 

“After a year of doing that, I still didn’t know what I wanted to do,” Ja’kari said. “So, I ended up working at the Boys and Girls Club of Orlando for another year as an after school counselor, and during that time, I really started to understand what it was that I thought was my purpose in the word and what type of impact I wanted to have.”

After deciding to pursue communications because of his love for writing and the power of words, he applied to UF for graduate school. The Public Interest Communication specialization started during his second year, and with input from his advisors, he realized the specialization aligned with his long-term goals.

“I was like, ‘This really taps into what I want to do, which is create sustainable change through resources in these lower socioeconomic communities,’” he said.

During his time in graduate school, his greatest accomplishment is being in the program in general. UF was the only school he applied to, and he’s the only one in his family to think about getting a higher education degree.

“Just the fact that I made it to this point,” Ja’kari said. “I mean, everything else kind of pales in comparison to that.”

As a student, he now works as a research assistant at the Center for Public Interest Communications, and he is most excited about completing his capstone project on a topic that greatly interests him for one of his current classes and seeing it all come together. After graduating from our program this year, his first goal is to join a local nonprofit that’s tasked with helping a specific demographic with a certain issue and then fully understanding what it is that those people need and want.

“Once I think I had that experience, I would like to go maybe the federal or state route and create initiatives and policies that can help specific people,” he said. “I feel like a lot of politicians, a lot of stakeholders and just a lot of people in power, they want to create all these guidelines, plans and goals, but they don’t really understand the communities that they’re trying to help.”

For those who may be considering our program, Ja’kari notes the importance of reminding yourself that you deserve everything you’re trying to accomplish. Also, even if you hit bumps in the road, never forget why you’re pursuing your degree.

“Sometimes, I think UF can become a little bit overwhelming, and sometimes you may want to crawl back to the familiar, but that’s not going to help you, and that’s not going to help the people that you intend to help,” Ja’kari said. “The second piece of advice I would offer is to make sure you have a support system. You have to surround yourself with a community because that’s the only way we can truly grow and accomplish what it is that we’re supposed to accomplish.”

If you’d like to learn more about pursuing a degree with UF CJC Online, please visit our website at https://onlinemasters.jou.ufl.edu/ and follow us on social @UFCJConline

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August 4, 2020

Essential Tips to Ace Your Final Project

Final projects make many students nervous. As a graduate student, you may feel stretched for time, anxious about receiving good grades, or pulled in many directions. I compiled some tips to help save you time and hopefully ace your final projects.

Plan ahead

You can get started on your project ahead of time through a planning exercise. Planning out your project will create a more polished and organized final product. An organized project makes it easier for you to focus your research and for the professor to follow your thinking.

To plan your work, consider the goal of your project and what you want to say before you begin researching, writing, and creating. You may wish to create an outline, and you can also use this pre-writing checklist to focus your work:

• What do you want the reader/viewer to think, feel, and do when engaging with your project?
• What is your main idea or point of view?
• What evidence do you need (photos, documents, quotes, videos, links) to get your message across?

Just do it (don’t procrastinate)

Do you procrastinate when faced with an overwhelming task? You are not alone. Professor Joseph Ferrari at DuPaul University found that 20% of people are chronic procrastinators.

According to Elizabeth Lombardo Ph.D., “One of the biggest reasons people procrastinate is because they catastrophize, or make a huge deal out of something.“ Catastrophizing can sound like: “this is unbearable,” “too hard” or “boring” or whatever version you say to yourself before sitting down to get the work done.
Keep things in perspective and turn it around. Once you start working, you may find that it is bearable, a healthy challenge, and even interesting.

You can read more tips in 11 Ways to Overcome Procrastination, Psychology Today

Proofread AND edit your work

Once you’ve crafted your first draft, let it rest for a day or two. The first draft is yours – when you get to put your thoughts down on paper. The next draft (and subsequent drafts) are when you revise your work for your reader (professor and peers).

Reviews fall into different categories: proofreading and editing. These require different skill sets and thus, requires two separate reviews.

Proofreading includes reviewing for typos, spelling, proper citations, and grammar errors. For impeccable grammar, you can use Grammarly to check for possible errors.

You should also edit for clarity and the strength of your message. Make sure that your main idea is clearly stated and that you have evidence to back it up. Be sure to re-state your main idea in your conclusion. Make sure that your content is clear and provides the proper context for the reader to understand your work.

If you would like help with your project, UF students can access free one-on-one support through UF’s Writing Studio.

For personalized coaching and more tips, please feel free to reach out me at olehavy@jou.ufl.edu.

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July 15, 2020

Alumni of UF CJC Online’s Master of Art in Mass Communication with a specialization in Web Design and Online Communication have taken what they’ve learned and the experiences they’ve had during their time as online graduate students into their varied careers in communications. 

Aliyah Northington

Aliyah Northington, a self-proclaimed military brat who grew up in Okinawa, Japan, and currently lives in Madison, Alabama, received her undergraduate degree from the University of North Alabama. She then graduated from UF CJC Online in 2019 with a specialization in Web Design and Online Communication. 

“I chose to attend UF because it was the only program that seemed perfect for me,” Aliyah said.

Aliyah currently works as a government contractor for SAIC at the Army Game Studio on Redstone Arsenal.

During her time as a Gator, her proudest achievement was being able to manage a full course load to graduate in two years while working as a full-time contractor at NASA. Additionally, she was able to graduate with a 4.0 GPA. 

Her favorite thing about UF? The people she met. One of Aliyah’s current colleagues teaches for and graduated from the program. She also made life-long friends, some of which she still talks to on a weekly basis. 

“My experience in the program got me my first developer job as a Javascript web developer. Without the program, there’s no way I would’ve gotten this job with my bachelor’s because I didn’t learn all the necessary skills that I now have,” she said. “Overall, UF gave me more than just my fantastic degree. It gave me my Gator family.” 

Leanna Lash

Leanna Lash grew up in Tampa, Florida, and completed her undergraduate degree at UF. She then became a double Gator by continuing her education with UF CJC Online. She received a certificate in the program in 2018 and loved it so much that she came back to complete her master’s in Web Design and Online Communication. 

“One of my highlights during my time in the UF CJC Online program was the faculty. They truly care about their students and go above and beyond to make them experts in the field,” Leanna said. “They truly care about students achieving their goals and setting them up with the tools to get there.”

Currently, Leanna works for Bayside Community Church as their director of graphic design and multimedia. In this position, she’s in charge of creating their graphics, creating/editing videos, taking photos, creating campaigns, managing the brand and maintaining the website. She commends her online education for preparing her for her current role. 

“My favorite class was Digital Imagery in Web Design because it honed my Photoshop skill and taught me how to make a digital campaign,” she said. “Both of those skills I use at my job every day!”

Courtney Hancock

Courtney Hancock grew up close to UF’s campus in Ocala, Florida. She received her undergraduate degree from UF, and like Leanna, she continued her education with the university and graduated from UF CJC Online in 2019, specializing in Web Design and Online Communication.

“I chose to attend UF because it was my dream school,” Courtney said. “After completing my bachelor’s degree at UF, I knew I didn’t want to get a second degree anywhere else. Being a double gator is an amazing honor!”

One of Courtney’s proudest accomplishments while completing her degree was, surprisingly, in one of the first classes she took in the program. 

“We were learning InDesign, and I made a cookbook with all of my mom’s old recipes,” she said. “It was the first time I saw how I could apply what we were learning to the real world.”

She is also proud that the website she coded and the logo and branding she revamped was selected by a real client and is still being used today.

Currently, in true Gator fashion, Courtney is a web developer at the University of Florida Office of Professional and Workplace Development. She can’t imagine her professional life without the skills she learned in the program and the network she was able to grow.

“I use UI/UX design, research, coding, copywriting and project management every day as a Web Developer for UF,” Courtney said. “The Adobe Suite skills I learned throughout the program not only guide my web design, but also other graphic design pieces for my office.”

Overall, her favorite thing about UF is the sense of family you feel as part of the Gator Nation no matter where you are.

“Gators are everywhere and I am proud to be a part of it!” she said.

If you’d like to learn more about pursuing a degree with UF CJC Online, please visit our website at https://onlinemasters.jou.ufl.edu/ and follow us on social @UFCJConline

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April 9, 2020

One of the many benefits of pursuing a degree from UF CJC Online is the flexibility it offers non-traditional students.

Fred Cremo, 58, is a national practice leader at Humana and lives in Gainesville. He is enrolled in the digital strategy specialization at UF CJC Online. Cremo, however, has been a Gator for over 20 years, but he did not finish his bachelor’s degree before jumping into a career.

After learning his company reimburses for tuition, he intended to finish his undergraduate degree. After successfully doing so through the online program at Boston University, he tossed around the idea of returning to UF. Cremo first completed a certificate in social media through UF CJC Online before going for his master’s too. Being only two to three years away from retirement, Cremo admits he is not continuing his education to advance professionally.

“I take one class at a time relative to my work schedule. I may have to skip a semester here or there, so I’m in no particular hurry to complete it,” he said. “I’m really just doing this for my own personal lifelong learning approach.”

Cremo enjoys how online learning allows him to do work on his own time, at his own pace and not in any particular format. He also favors the name recognition and established academic excellence associated with the University of Florida.

For someone who has spent years learning outside of the classroom, Cremo understands the stereotypes and realities associated with online learning. He remembers years ago that employers were requiring their employees to go back to school for additional degrees to advance in their organizations.

“It really didn’t matter what the bachelor’s or master’s was in, but you just needed another degree,” he said.

During that time, many universities offering online degrees weren’t associated with traditional brick and mortar institutions, so the stigma was very strong. Over about the last ten years, more prestigious, high-ranking universities have expanded their curriculum to online, he said. Many students also have a combined schedule where they are going to live classes and taking online classes simultaneously.

“So, from my perspective, the stigma has all but disappeared,” Cremo said. “I know a number of other employees in my organization that are doing it.”

Additionally, employers are getting smarter about higher education and how it relates to their employees, Cremo explained. “You have to kind of describe to your leader and the organization about how you intend to use the degree and how it plays into the company values.”

Overall, Cremo advises universities and programs to reach out to all potential students that may not necessarily be front of mind, even those who just want to learn and not with the primary goal of moving up in rank.

“Universities and programs need to think more outside the box,” he said. “Then, I would imagine more people like myself would take this on and would create more diversity in the discussion.”

If you’d like to learn more about pursuing degree with UF CJC Online, please visit our website at https://onlinemasters.jou.ufl.edu/ and follow us on social @UFCJConline

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April 1, 2020

All University of Florida students from any college, online or on-campus, can pursue a bachelor’s and master’s degree at the same time in just five years through UF CJC Online’s Combined Degree Program. With the approval of their undergraduate adviser and after completing an application, approved students are able to choose from eight master’s specializations based on their interests. Up to four graduate-level courses replace students’ professional electives. This option allows students to significantly cut down on the amount of time it would take them to complete a master’s, with most only having a year left of their postgraduate degree. 

Much like the Master of Arts in Mass Communication, the Combined Degree Program caters to all students from varying backgrounds and situations.

Matthew Duffy

Matthew Duffy, a fourth year telecommunications in media and society major and a minor in theater with a specialization in digital strategy, decided to enroll in Combined Degree when he was registering for his senior year classes and notices he had open electives. After speaking with his adviser, they both decided Combined Degree was the option that made the most sense and where he would learn the most.

“It’s been an unreal experience so far,” he said. “I’ve never been a fan of online classes, honestly, until I did the Combined Degree. It really is a different caliber of professor.”

Duffy is currently the student general manager at GHQ, the student-run radio station in Weimer Hall. Combined Degree is preparing him for the real world by teaching him new skills that he can implement into his role.

“I get tangible results. I drive productivity,” Duffy said. “With digital strategy, there’s so much online that I can do.”

After completing his education, Duffy plans to move to a big city with a big market and put everything he’s learned to the test. He encourages other students to follow the same path.

“This is not only affordable, but it’s basically only one more year of school,” he said. “To be able to make that a five or six year college career and leave with an undergraduate and graduate degree? It just makes sense.”

Paige Gryski

Paige Gryski, an advertising senior with a specialization in web design, chose to enroll in Combined Degree at the beginning of her sophomore year once she realized how far ahead she was credit-wise and after seeing a sign for the program in the PATH office. Overall, Gryski describes her experience in the program so far as both innovative and organized. 

“It definitely sets me apart when applying to internships because I’m getting my master’s and bachelor’s at the same time,” Gryski said. “You don’t see that very often.”

Her original plan after graduation was to do copywriting for an advertising agency. Now, with web design under her belt, she is open to doing graphic design, or even coding. 

For students who may be considering a Combined Degree, Gryski suggests talking it over with an adviser.

“They’ll answer so many questions for you, and I think it’s a great program for almost anyone,” she said. “There’s so many different ways you can go with it.”

Maria Becerra

Maria Becerra, a fourth year public relations major with a specialization in digital strategy, enrolled in Combined Degree in spring of 2019. Becerra is a veteran of the United States Marine Corps and decided to pursue higher education after her time in the military.

She was interested in going for a master’s, specifically in digital strategy, because technology is needed in all industries and careers.  

“Whether you have a little bit of knowledge about coding, web design or anything like that, I always feel like it adds a little pizazz to who you are and makes me very versatile,” she said. “I want to go into public relations, but it opens me up to work in marketing and a bunch of other areas.”

Right now, Becerra works on campus at the Collegiate Veterans Success Center. She’s the student assistant manager and helps supervise other students, but also helps veterans find resources on campus.

“My career goals are to move to New York. I plan to go into PR and work in a corporation,” she said. “An agency like Edelman would be the dream, but I’m willing to work in anything. I love change.”

Becerra believes completing a Combined Degree from UF CJC Online is a great opportunity for students. 

“I don’t see many programs like it in many colleges,” she said. “It really gives you a good head start.”

If you’d like to learn more about pursuing a Combined Degree from UF CJC Online in one of our eight specializations including audience analytics, digital strategy, global strategic communications, political communications, public relations, public interest communications, social media or web design, please visit our website at: ufcombo.com and follow us on social @UFCJConline

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March 17, 2020

The UF CJC Online Master of Arts in Mass Communications is a comprehensive degree offering eight specializations that graduate students can choose from including audience analytics, digital strategy, global strategic communications, political communications, public relations, public interest communications, social media or web design. A diploma from one of the nation’s top communications colleges sets Gators from all over apart from other online students.

Alumni, including the two former UF CJC Online students highlighted in this blog post, emphasize how the program helped them succeed during their time enrolled and beyond.

Experience as a Student at UF CJC Online 

Jess Theofiledes, a 2018 graduate specializing in digital strategy, had an incredible experience as a UF CJC Online student. 

“I loved the flexibility the program gave me to work, travel and further my education all at the same time, on my own terms,” Theofiledes said. “I truly feel every class I took in the program helped prepare me for my job and was extremely applicable to the real world.”

Lauren Fernandez, a 2019 graduate specializing in web design and online communication, found the program to be enriching, empowering and formative for young professionals like herself. By taking web design classes as electives while pursuing her undergraduate public relations degree through the UF CJC Online Combined Degree Program, she was able to complete her master’s faster, Fernandez said. After completing her undergraduate degree, she was able to start working and continued her master’s studies while she began her full-time career.

“Having classes and lectures that were flexible, in the evenings, and remote was so key and what made continuing my secondary education possible,” she said. “I appreciate that the program felt tailor-made for people who were also juggling lives and careers and that I could take as few or as many credits as I wanted each semester.”

After Graduation

Two weeks after graduation, Theofiledes moved to New York City and began a marketing role at COVERGIRL, she said. After almost two years at the brand, she recently accepted a role at Rimmel Amsterdam and is excited to add international marketing experience to her resume.

After Fernandez graduated from the UF CJC Online master’s program, she accepted a corporate communications analyst job with a company she greatly admires, JetBlue Airways, also in NYC. Fernandez says that her education undoubtedly played a role in her landing her dream job.

Benefits of UF CJC Online

In her current role, Theofiledes says the skills she’s learned during her time in the UF CJC Online program have helped her with time management and public speaking. 

“Learning to manage a 100% online program, full-time job and social life was a great feat for me during this time,” she said. “Prior to this graduate program, I found public speaking very difficult, and now I find myself taking every opportunity to stand and present my ideas in front of my company.”

In Fernandez’s case, UF CJC Online immediately gave her a set of hard skills in online communications, graphic design and web design that were marketable and helpful.

“Whether it’s whipping up a graphic, creating a cross-channel communications rollout or consulting on a website refresh, I feel equipped with the knowledge and experience I need to jump right in,” she said. “Becoming a UF CJC Online student has been one of the best, most forward-thinking academic and professional decisions I have ever made.”

If you’d like to learn more about pursuing a degree with UF CJC Online, please visit our website at https://onlinemasters.jou.ufl.edu/ and follow us on social @UFCJConline

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