2024 Capstone Experiences, Part Two
When a Newhouse master’s student reaches the end of their program, they have to complete a capstone to graduate. Because of the opportunities available to our students and the excellence we expect from them, our capstones are extremely unique. This is the second part of a two-part series that details the last graduating class’ capstones by major – if you want to read the first part, click here!
New Media Management:
In the first summer session of 2013, the New Media Management graduate class built a viable online media business that, in 3 weeks generated over $1,300 in revenue. What was more important to the class, however, was the ability to use a number of digital business management systems—everything from analytics dashboards to monitor the revenue performance of content, to programmatic advertising systems, to user-configurable content management modules—to explore the methods and practices of a new media content business.
The business was centered on livableCNY, a site devoted to content about the central New York area. Teams were organized around various business functions such as editorial management, site engineering, UI/UX, and revenue generation through advertising and native content sales.
Students on the editorial team wrote and edited articles, researched keywords for the topical wordspaces, then published and monitored performance of the site.
Students on the social media team promoted articles based on audience research and drove revenue by sytematically increasing CPMs, and managing the CPC campaigns.
Students on the engineering and UI/UX team developed a responsive site with revenue-generating software for desktop, tablet and mobile platforms. This team also researched and tested various user interface executions to A/B test the effects on revenue.
Public Diplomacy:
Adam Cyr, ’14, had this to say about his experiences:
I spent two months working for the Voice of America in Washington D.C. The VOA is the official external broadcast institution of the U.S. government and works under the umbrella of the Broadcasting Board of Governors. The VOA provides programming for broadcast on radio, TV, and internet outside the U.S., in 44 languages which reaches an estimated 123 million people every week. The VOA’s mission is, “to promote freedom and democracy and to enhance understanding through multimedia communication of accurate, objective, and balanced news, information and other programming about America and the world to audiences overseas.”
I specifically interned in the Central Africa Service of the Voice of America. The Central Africa Service broadcasts in Kirundi and Kinyarwanda to Burundi and Rwanda. One of the great things about working at the VOA, specifically within the Africa division, is that funding is tight. Very quickly on my first day I was asked to contribute like a full time employee. I have acted as a producer for a radio broadcast in Kirundi and Kinyarwanda. I had to write a report every Monday morning about the ways in which the U.S. media has covered Africa from the previous week. That report would then be read on the Monday radio show. I have worked as a producer, developing content and tracking down guests for the French to Africa’s Washington Forum TV show. I attended several events like a review of what we know about the CIA’s involvement in the Democratic Republic of Congo during the 1950’s at the John Hopkins SAIS School. I also wrote press reviews for major events that happened over the summer like the media reaction to the release of Hillary Clinton’s Hard Choices. These were used to form the basis of stories and background information on Washington Forum.
Altogether, my time as VOA has enhanced and developed multiple skills. My writing and research skills have been tested and improved. The ability to have something that I wrote broadcast around the world made me rethink my first draft and always go back through to make sure that everything was absolutely perfect; no words out of place, no thought unclear. I attended events on a variety of subjects and read more newspapers than I ever have. I also was able to learn how to videotape an interview, proper film techniques, and editing and producing tools like DaletPlus. Following graduation, I want to work in communications. My experiences at the Voice of America have put me on the path to make that become a reality.
Public Relations:
The M.S. degree program in Public Relations at The Newhouse School offers its students many opportunities to translate classroom coursework and newly acquired knowledge of “best practices” into professional experience that enhances our graduates’ resumes and portfolios.
In addition to working with “real” clients in both the Research class and the Campaigns class, master’s students can become involved in working as staff in our PRSSA-sanctioned student-run firm, Hill Communications.
The curriculum itself requires students to complete two practicum courses: each spring semester, a formal Public Relations Internship class matches students in local internships; students can apply for any of 50-plus opportunities in agency, corporate, not-for-profit, government, education, or sports organizations in Syracuse and the surrounding community.
At the end of the program, upon completion of the comprehensive exam in late May, students leave campus for their final three credits earned through 8-week practicums –either as new employees or as interns – and these can take place anywhere in the world, guided by a Public Relations faculty member. Here’s a small sampling of placements during the summer of 2014:
—Text100, a global public relations firm, specializing in serving technology clients; this particular placement is in Rochester, NY
—Marina Maher Communications, a division of Omnicom recognized for its excellence in marketing to women, with worldwide offices, including New York, where this internship is underway;
—Twist Marketing, a W2O Company, offering traditional public relations, digital, creative, advertising and analytics, in offices in San Francisco, Austin, Chicago, London, and New York City, where the current student is working.
—The Saint Paul “Saints,” a professional baseball team in St. Paul, Minnesota
–The Springfield Falcons, an American Hockey League team in Springfield, Massachusetts
–The American and Chinese International Foundation, headquartered in Rockville, Maryland, devoted to bridging the cultures of China and America
–The American Heart Association, Greater Houston and Central Texas Chapter
—EDM Americas, a technology data firm with offices throughout the US; this placement is in New York City
—Pyramid Brokerage Company, Upstate New York’s largest commercial real estate company, headquartered in Syracuse, New York
—USA Hostels, Inc., serving the US and Canada, with headquarters in San Diego, California
If the idea of participating in these wonderful experiences excites you, apply to Newhouse! Current students will tell you: there’s nothing like being a part of the best communications school in the world. If you have any questions, feel free to contact us at pcgrad@syr.edu.
