Vertically Integrated Project

Brand Builders in Training: Technically Speaking, RIT’s Student Advertising and PR Agency

Goals

Technically Speaking is a student advertising and public relations agency in the School of Communication. The agency is an active learning classroom environment where students work on real projects, building brands for real clients, just as they would working for a professional advertising and public relations firm. We’re seeking curious, creative and motivated students with interest in advertising, public relations, marketing communications and related fields to join the agency and experience the potential that’s in store for their future careers.

Students apply their knowledge by executing a variety of campaigns from start to finish, gaining practical and technical experience in strategic planning and research, brand strategy, writing and distributing press releases, designing advertisements and promotional materials and developing social media content. They also work in media production, from conceptualizing ideas and storyboarding, to video, photography and editing content. In this dynamic learning environment, students explore the real-world application of artificial intelligence, experimenting with AI tools.

Technically Speaking also serves to network students with industry professionals, through professional mentoring and direct work with clients.

Each semester will bring new client projects and new challenges to tackle. There is no limit to our creativity. We’re bold and daring. We take chances, and we learn from them. Just like it works in the real world, no two days are alike at Technically Speaking.

Issues Involved or Addressed

We address unique client challenges and develop strategic campaigns for brands that encompass a range of communication tools. Our clients include area nonprofit and small businesses as well as departments within RIT. We execute communication strategies for brands in various industries, from law to wildlife preservation, youth sports to pampering spa services, and even Imagine RIT! The work never ends, and our client list is always evolving.

Methods and Technologies

The field of advertising, public relations and marketing communications is vast. We develop strategic communication campaigns that include all aspects of the field. Our methods include, but are not limited to:

Advertising
Public Relations
Social Media
Graphic Design
Brand Strategy
Marketing
Web, Digital and New Media Design
Multi-platform Video Production

We also explore the use of technologies used actively in the field to execute our campaigns:

Adobe Suite
Canva
Capcut
Social media platforms
Generative AI
Photography and video production equipment
Slack and other project management platforms

Academic Majors / Major Area of Interest

Relevant majors and minors include, but are not limited to:

Advertising and Public Relations
Communication
Marketing
Graphic Design
New Media Design
Film and Animation
Advertising Photography
Print and Graphic Media Technology
Relevant graduate programs (e.g., Communication, MBA, Visual Communication Design)

Students must have an interest in participating in a collaborative environment with their classmates. We operate like a real-world agency. We produce great work when project teams thrive. Our work process, commitment to professionalism and collaboration as a team are key elements of success at Technically Speaking.

Accepted students have the opportunity to drop in and test the waters, or dive in and join us for an immersive experience in their field of interest, enrolling in 1-3 credit hours, depending on the role they assume in the agency. Following is a general overview of the time commitment required based on the number of credit hours:

One credit: One day in class and three additional hours of work per week
Two credits: Two days in class and six additional hours of work per week
Three credits: Three days in class and nine additional hours of work per week

Variable credits give students the opportunity to participate in Technically Speaking over multiple semesters. In addition, students can advance into leadership roles as they progress through each semester. Whether a student takes one credit or three credits, their contribution to the agency is valuable.

Team Meeting Time and Place

Officially, Technically Speaking is a capstone option for School of Communication Advertising and Public Relations majors, COMM 430 Ad & PR Agency Workshop I and COMM 431 Ad & PR Agency Workshop II. The VIP course, ITDL VIP 610, will run in the same classroom as COMM 430 and COMM 431 each semester. Students in the VIP course will have varying levels of time commitment to class based on their credit hours. “All agency” meetings will be held one day per week where all team members are required to be present.