What Makes PRLab Different From Other College Agencies

By: Krysti Chen, Account Supervisor

Many students are often compelled to join PRLab to fulfill their CO575 credit, and because of the prestige and opportunities it has offered for the past 48 years as the country’s oldest student-run PR agency. However, there are several things that make PRLab different from other student-run PR agencies across the country. 

Unlike other student-run PR agencies, PRLab doesn’t require an application to participate. Anyone is able to join if they have the passion and interest to delve deeper into PR beyond the classroom. Students can register for the course as early as their sophomore year, after fulfilling their CM215 and CM331 requirements. PRLab takes into consideration that, for some students, it may be their first opportunity to have direct PR experience, and the agency strives to guide students through an experiential, hands-on learning approach. After registering for the course, students undergo mock interviews to help the Executive Board learn more about their capabilities and experiences. Students are able to share what industries and skills they hope to build experience in, and are paired up accordingly with one of the agency’s  diverse group of clients from different industries.

Different positions, diverse experiences

Another unique aspect of PRLab is how closely its structure mimics that of a real agency. PRLab has many different roles that help to contribute to agency operations, such as President, Executive Vice President, Director, Account Supervisor, and Account Executives. The Account Executive (AE) role is the most common position for the majority of students beginning their time in PRLab. AE's are able to gain experience through creating tangible work, for clients’ PR campaigns and strategic communications. Students are also able to apply for other roles, giving them the opportunity to learn other skills that are important to agency life. Students are able to learn relationship management and leadership skills by leading one-to-two account teams as an Account Supervisor. As a Director, students learn how to serve as a high-level resource, develop project management skills, and contribute to the execution of PRLab’s agency operations. Finally, if students become the President or Executive Vice President, they take on a pivotal leadership role within PRLab to oversee the entirety of PRLab’s agency operations and work closely with the professors to develop class materials. 

Unique professional growth opportunities

PRLab is also unique due to the professional growth opportunities it is able to provide for students. On top of client work as an AE, students are required to create a professional portfolio to help advance their career. A few aspects of the professional portfolio include creating a resume, a personal website, and a cover letter. To ensure students create a strong portfolio, PRLab partners with the Career Services team to provide students with one-on-one appointments. Another professional growth opportunity that PRLab organizes is ProBono Night, a hack-a-thon styled overnight event in the fall semester. Fueled by free food and energy drinks, students are able to help support small nonprofit organizations through developing communications kits according to their objectives. 

PRLab is a great way for PR students at Boston University to gain hands-on experience beyond the classroom – the agency offers endless opportunities for professional development and growth as a PR practitioner. If you are a student looking for a way to break into the world of PR, PRLab is a great stepping stone to do so!

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About the Author: Krysti Chen

Krysti Chen is a senior from Hawaii, majoring in PR and minoring in Business Administration. She is an Account Supervisor for the Friendship Park team. When she’s not working with her AE’s or looking over deliverables, she enjoys being creative and is passionate about photography and graphic design!