The Great Court at Mitten Hall was recently filled with the students and alumni from PRowl, the university’s student-run, professionally endorsed public relations firm. The group celebrated its 10th anniversary with a commemorative dinner, reception and plenty of red-carpet-style photo ops.
Originally composed of six students, one business plan and two pro bono, on-campus clients, PRowl is now a nationally affiliated public relations firm with a sturdy reputation and more than 50 members—its largest talent pool to date.
“Never in our wildest dreams did we think it would be the way it is today,” said Gregg Feistman, the firm’s faculty adviser since its inception and associate professor of practice in the Department of Advertising and Public Relations.
Klein College of Media and Communication Dean David Boardman heralded the decade of achievements in his keynote address, congratulating the members and thanking Feistman for his leadership, saying the adviser “represents all that is great and wonderful about our faculty at Temple.”
In her opening remarks, Firm Director Clarissa Ford looked back three years to recall a tough freshman year during which she resolved to give Temple “another try” and then found her passion and talents were in public relations.
“PRowl allowed me to find my niche in the university,” Ford, KLN ‘18, explained in a separate interview. “It’s such a large school that it’s really hard to make an impact and stand out and make sure you’re making the most out of your academic career while you’re here. So being able to be a part of PRowl for the past three years has really shaped my college career and my professional career.”
PRowl Public Relations is among 25 student-run PR firms nationally affiliated by the Public Relations Student Society of America, according to the organization. It’s an achievement PRowl reported it earned in 2012 by demonstrating professionalism and ethical business practices. The PRSSA said the distinction recognizes the “most accomplished and successful student-run firms.”
Over the past decade, the firm’s clientele has included the American Cancer Society’s Relay for Life of South Philadelphia, Visit Bucks County, Temple University Television and The Liacouras Center.
PRowl is open to all majors, though most students plan careers in strategic communications, marketing and public relations. Because they will work in a real-world setting, prospective members are interviewed by student leadership.
By working with paying clients, PRowl teaches students best practices in public relations. Its many services include promoting businesses and nonprofits, marketing via social media and planning events and publicity campaigns.
PRowl is unique among student-run organizations because the money it earns pays for professional-level training and conferences at the local, regional and national levels, said Feistman.
“It’s a real PR agency,” he said, adding that PRowl’s record-setting membership exceeds that of some of the best PR firms in Center City Philadelphia. And with PRowl, he said, students learn how to “manage time, manage projects, and manage each other.”
The firm’s growth over the past decade stunned its founder, Natalie Prazenica Herr, KLN ‘08, who uses her Temple-made leadership skills to run a faith-based nonprofit for women in Dayton, Ohio.
“I had no idea it would grow up to be as big and professional as it is today,” she said.
As part of its community outreach, PRowl donated dozens of children’s books and a portion of the ticket sales to Friday night’s event to Tree House Books, a nonprofit literacy center and children’s book library in North Philadelphia.
Class of 2015 PRowl alumna Kristen Hallahan said the firm helped her develop skills that she uses each day in strategic marketing for Parx Casino in Bensalem.
“It really was just helpful to have that added experience outside of an internship,” said Hallahan, of South Philadelphia. “A lot of what I learned from PRowl was time management and being able to prioritize things.”
For junior Joei DeCarlo, a past member of PRowl, the organization taught her multitasking and maintaining a professional attitude. She started as an account associate and worked her way up to an assistant firm director. She’s currently pursuing a bachelor’s degree in strategic communication as well as a master’s degree in adult and organizational development.
“PRowl has taught me how to juggle so many things,” she said.
“Even though it is a business and an organization, there’s so many relationships we make,” she added. “So even though there are tight deadlines and a lot of responsibility, there’s a family you end up having.”