“Both of these incredible influences played a big part in my motivation for going back to school a little later in life,” says Denise. “I always knew I wanted my master’s degree, but I couldn’t quite make it fit into my life. As my career progressed, my desire to have the degree increased so that I could further validate my expertise.”

This desire to keep learning and evolving led Denise to the master’s program at the University of Florida College of Journalism and Communications. Her motivation to help others and impact change in the community motivated her decision to focus on Public Interest Communications.

Back to School: The Life of a Lifelong Learner

Denise spent 15 years in education and edtech. “I’m a lifelong learner,” she says. “Working in education keeps that value at the forefront and allows me to help others achieve their educational goals.”

Her drive to keep learning and help others led Denise to consider her next move. “I was thinking about what I might want to do in my later years when I’m closer to retirement or as a second career later on,” she says. The UFCJC master’s program was a logical step.

“UF’s reputation as a strong academic institution was my number one catalyst for pursuing the program,” says Denise.

“The fact that it was online was equally as important because I was not able to stop working to pursue my degree. Another important factor was that the curriculum was new, fresh and relevant. I had previously started my MA in Communication at another institution 15 years ago, and the program had not changed at all in that amount of time. I think it’s important that the curriculum is updated as industries change.”

The UFCJC Experience

Earning an advanced degree later in life while working isn’t easy. “I definitely had to learn to manage my time effectively,” says Denise. However, the University of Florida’s online program makes it eminently achievable. Crucially, it leads to change, personally and in the world.

“The courses were engaging and relevant,” she says. “I learned something from each one, and every one was worth it. I appreciated the excellent faculty with industry knowledge.” The UFCJC program has not only enhanced Denise’s professional skills but also transformed her personally, making her more aware and open to change.

The personal branding course was one “aha” moment for Denise. “I have always had a hard time with ‘self-promoting.’ I learned in this course that people will judge you no matter what – so you might as well put your persona out front for all to see.”

The course capstone projects were particularly valuable. “I’m using many of these as samples on my personal brand site,” she explains.

Expanding Worldview

At its best, education makes connections, expands worldviews, and nurtures positive change. Denise’s experience exemplifies this objective. “Through this program, I got back in touch with the part of me that wants to change the world. I reconnected (or connected for the first time) with some amazing organizations through my research within the coursework. I am more aware of social issues and more open to understanding opposing views.”

The program taught Denise how to better understand different world views and craft messages in a way that will reach and resonate with the intended audience. “I have become more intentional about understanding my audience before communicating and looking for unique ways to connect,” she says. “This is critical in influencing change. I also became a better communicator and presenter. I gained a more holistic perspective of the variety of worldviews. I also liked the fact that there was diversity in the class mix (age, race, location, experience).” This diversity is one of the foundational pillars of the College of Journalism and Communications at the University of Florida.

Change Yourself, Change the World

Denise found her path at the University of Florida’s College of Journalism and Communications. This journey would empower her to shape her career and the community she serves. Among the many practical skills and knowledge, Denise learned from the diversity of worldviews and an appreciation of meeting people where they are, understanding their viewpoints, and building trust based on empathy through effective communication.

One of the most profound impacts her UFCJC experience had was on her two children. “There was a time when all three of us were in college at the same time,” says Denise. “They attended my graduation and were so incredibly proud. My son even planned a classic ‘sign night’ for my graduation in Gainesville. The impact I was able to have on them through this experience is by far the greatest reward.”

Her parents’ influence to value education and learning didn’t fall far from the tree. Denise’s story exemplifies the spirit of learning, inspiration, and creating positive change in herself and the world.

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It seems our world is drowning in audience and consumer data, but did you ever stop to wonder what happens to all of it? Who analyzes it, why, and what gets done with the insights that get generated? Audience analytics involves a skill set that is only growing in demand, by all types of companies, and many compensate generously for good analysts. Audience analytics is all about using data to better understand audiences and consumers, so that we might increase revenue and profit for brands and companies of all kinds. And, in case you were wondering about job prospects, just hear what recent alum Brittany Hink says about her LinkedIn requests:

Hink is now known as the person others turn to for answers within her organization:

And that’s what Audience Analytics is all about!

This skill set travels well, so no worries if you’re not yet sure which industry sector fits you. Just listen to what a couple of our esteemed Audience Analytics Advisory Board members say about how they launched their careers in audience analytics and why they’re so glad they did. First up, Candace Holland, who is a double-Gator. She got her start with Nielsen, worked for an advertising agency after that, and is now Consumer Insights Senior Project Manager with Publix Supermarkets.

The concept of “audience” really encompasses any consumer group, not just media, as Holland can attest. For that reason, the versatility of this skill set is highly valued because it can be applied to almost any sector:

Dr. Jack Wakshlag, an analytics consultant, is the former Chief Research Officer for Turner Broadcasting and held similar roles with CBS and The WB Television Network (now CW). He shares why companies so desperately need good analysts, what they are looking for in hires, and how the curriculum in UF CJC Online’s Audience Analytics program can specifically prepare you for a career in media analytics and beyond:

Developing strong, persuasive communication skills in data storytelling is at the center of UFCJC Online’s Audience Analytics program, and companies are ready to hire analysts equipped with these skills. Holland says analysts enjoy strong job prospects, as well as compensation. Entry-level hires can anticipate salaries in the mid-$50K to $80K range, depending on education level, company, or other factors. Audience analysts can expect to earn well into the six figures as they progress throughout their career.

Program alum Brittany Hink (’20) has some advice for anyone still wondering about Audience Analytics and why she’s glad she took the plunge:

Interested in learning more about our Master of Arts in Mass Communication with a Concentration in Audience Analytics or our Graduate Certificate in Audience Analytics that can be completed on its own, applied towards the full master’s degree or earned as part of another concentration? Contact us.

You might not realize it, but many employers will happily help pay the tuition for a master’s program like this! In fact, we’d be happy to contact your employer on your behalf to find out. Just share a bit of information with us, and we’ll start a conversation with them.

The post Why Audience Analytics appeared first on UF CJC Online Master's.

Jan. 7, 2021

When students graduate from our Master of Arts in Mass Communication program, some alumni choose to improve upon their skills to become better at their jobs, like First Sergeant in the United States Army, Kevin Doe Crowsyn.

Kevin, originally from Orange County, California, graduated with a bachelor’s in management from American Military University in 2010. Wanting to be the best in his field and stand out in the military community, and after hearing about our highly-ranked program, he decided he’d only apply to UF for graduate school.

“I figured if I was going to take the time and effort to go to grad school, I was only going to settle for the best,” Kevin said. “I wanted to make sure I had the best education and was best equipped to help my organization.”

He went through our Social Media program, graduated in 2017 and now works at US Army Recruiting Command where he is assigned to the 2nd Medical Recruiting Battalion. In this role, he helps oversee the Orlando Army Medical Recruiting Company, responsible for recruiting medical professionals for the US Army and Army Reserve, made up of six offices across Florida and Georgia. Kevin became First Sergeant of the Orlando Company in April 2020 just as the COVID-19 pandemic was starting to impact everything about our lives.

“It also greatly affected medical recruiting,” he said. “A large part of how the United States Army meets and recruits is through residency programs, through undergrad and grad schools as well as medical and dental schools. So, having that face-to-face interactions, at the University of Florida, you know, at our local hospitals, that’s a cornerstone of how we do business.”

With no other option other than to adjust, and with no specialized training in place for social media usage or virtual marketing, Kevin took his existing background and what he learned from his master’s degree to immediately implement a 90-day intensive training program for all six of his offices on proper social media usage. This included standardizing their presence across all platforms and conducting an extensive social media audit. It also involved ensuring all employees knew the demographics of each platform so they could effectively develop networks, get their message across and generate referrals for medical professionals in a convincing way to military leadership and in terms that are widely understood, not just in the military community.

“By doing that, within our first 90 days, we had almost a 200% increase in our social media following across all of our platforms,” Kevin said.

In part due to this strategy, the Orlando Army Medical Recruiting Company was recognized as the #1 medical recruiting company in the country for the 2020 fiscal year.

Along with the success he has had in his work, Kevin is proud that his master’s degree, aside from allowing him to get a promotion, gave him skills that affect something on such a large scale. 

“The second and third-order effects of what we’re doing and medical recruiting are going to ripple for years, you know, because of the people we are recruiting,” he said. “Some of them are already in the US Army Reserve in the fight against the COVID pandemic.”

For military professionals or individuals interested in doing communications for the military, Kevin suggests they consider UF CJC Online. He points out how his education was paid for by the Post 9-11 GI Bill, and how he and his classmates were able to use their degrees in unconventional ways. In addition, students can tap into the extensive Gator Nation alumni network long after they graduate. 

“I think what I’ve been doing can hopefully set an example and show other soldiers that they can set their sights high,” Kevin said. “They don’t have to settle for programs that are not at the top of their field.”

If you’d like to learn more about pursuing a degree with UF CJC Online, please visit our website at onlinemasters.jou.ufl.edu/ 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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UF CJC Online is partnering with the Hamburg Media School to offer a special course during the Fall 2019 and Spring 2020 semesters. The Strategic Applications of Neuroscience in Communications and Media course is the first of its kind and is the result of groundbreaking research from the University of Florida College of Journalism and Communications professor, Dr. Sylvia Chan-Olmstead, and the Hamburg Media School’s, Dr. Lisa-Charlotte Wolter.

This three-credit course is designed for everyone interested in a deeper understanding of consumer neuroscience approaches from a strategic media, brand, and communication perspective.

In this course, students will examine how to strategically apply consumer neuroscience knowledge related to managing media, brands, and communications. While there will be sufficient attention given to companies adopting neuroscientific approaches, the course will also focus on emotional measurement tools. Strategically using consumer neuroscience for media and communications requires the understanding and leveraging of fundamentals and key trends of neuroscientific theories and measurement tools. Students will learn basic theoretical concepts and a broad range of relevant methods used in the industry. Individual projects in consumer neuroscience will be carried out and students will be able to elaborate on emotional data and neuroscientific concepts. The elective enables students to plan, set up and evaluate consumer neuroscience studies, which is a vital skill for marketing, media and communication management career development.

Current CJC graduate students are encouraged to add this unique course as an elective and can contact Tiffany Robbert at trobbert@jou.ufl.edu to register.

This course is also available for non-degree seeking individuals. For more information, please contact Tiffany Robbert at trobbert@jou.ufl.edu.

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