Not the Usual Playbook: Communications Class Bridges Campus and Community

As she finished coursework at William Tennent High School in Bucks County, Pa., she enjoyed science classes and hands-on work, but once she arrived on the Bluff and had the opportunity to explore all her interests, she found herself to be “more of a creative.” 
 
Leila pivoted to the integrated marketing communications program in the McAnulty College and Graduate School of Liberal Arts and thrived in Dr. Erik Garrett’s classroom. There, she had the opportunity to work with the Ryan Shazier Fund for Spinal Rehabilitation, founded by former Pittsburgh Steeler Ryan Shazier after sustaining a spinal cord injury during a game.  

Faculty who create opportunity 

Since Dr. Erik Garrett began teaching at Duquesne two decades ago, he has leveraged relationships and his position as a non-profit board member to identify opportunities for students to assist non-profits with their most pressing needs. In return, students are exposed to a wide range of community issues, implement classroom learning to tackle challenges and build their resumes and portfolios from the experience—a practice that has led to internships and jobs. 
 

“I love being engaged in the community and connecting our students,” said Garrett. “Students come from different backgrounds and may not be aware of the different types of community needs. They're really committed to service and intentionally seek out opportunities like community engagement.”
 
Leila’s cohort assisted with logistics for the Shazier Fund’s annual fundraiser, Run for Black and Gold, held at Acrisure Stadium. The mock horse-racing event (think Kentucky Derby meets Steel City) allowed Leila and classmates to flex their creative muscles, learn together and put classroom lessons to the test. 
 
“Dr. Garrett’s lectures really contributed to our understanding of public relations and how our role as a public relations team could allow us to connect with the public and represent the Shazier Fund,” said Leila. “Everything he touched on in class was important, not just for this event but for working in any area of marketing communications.” 

Turning a stadium into a classroom

To drive event ticket sales and attendance, students designed posters and developed a know-before-you-go email, an itinerary and other event collateral. They also conducted a competitive analysis and research on spinal cord injuries to determine the cost of vital resources like accessible vehicles and electric wheelchairs. 
 
“We wanted to put into perspective how much these things cost and strike an emotional cord with people to donate,” said Leila. 
 
The cohort created posters telling the stories of individuals with spinal cord injuries and even had the opportunity to attend the event to see the product of their work. They met current and former Steelers and heard touching stories from individuals living with spinal cord injuries.
 
“Throughout the semester we knew it was meaningful to do this work, but actually being at the event and feeling that energy was something I hadn't experienced before,” said Leila. “It made me more interested in working for a non-profit in the future, and that wasn't really something I ever considered until doing this.”
 
Following the event, the group presented their findings and shared their experience with the Shazier Fund to serve as a resource for future events.  

Prepared for anything

It’s Garrett’s joy to walk alongside students as they develop these professional skills and lead with compassion and empathy. He’s equally enthusiastic to maintain connections with non-profits like the Shazier Fund so students can become trusted partners.
 
“With most of my community partners I try to keep a long-term commitment,” said Garrett. 
“Sustainability is important to me.”
 
Beyond practicing her marketing skills and the satisfaction of knowing her efforts made a difference, Leila has a running start on a meaningful career. As she looks toward the future, she’s excited to find a full-time role in the marketing communications space. 
 
“I also earned a digital media minor and business management certificate, so I feel like with my degree, I can go anywhere,” said Leila. “No matter what major you’re in at Duquesne, every program does really well in tying what you do in the classroom with real-life experiences you’ll have in your workplace.”