Launched in 2017, Agency is a senior-level, capstone course that provides public relations and communications support to area organizations. Through an online application process, any organization may apply to be an Agency client.
Once selected, students work together over a 16-week semester to create communication plans and campaigns based on the individual needs of the client. The fast-paced nature of the course and the demands of working with clients encourages the highest level of professionalism, performance and strategic thinking.
Each course is supervised by an account director who serves as both an instructor of record and client liaison. Account directors guide student work, while monitoring progress and deliverables. Agency concludes with a formal student presentation (pitch) to the client, with all materials and rights to work passed to the client for use.
Clients range from small start-ups to well-established organizations. The criteria for being an Agency client are based on need and prioritized through an online application process. Each semester, clients are selected and matched with a 20-student Agency class.
At the start of the semester, clients and students meet to discuss the needs and goals of the organization and keep in regular communication throughout the process. At the end of the semester, clients are given a final communication plan or campaign presented by students. During the presentations, clients can ask questions and offer feedback.
Clients are given copies of all materials, plans, prototypes, etc. The rights to all work are also given to the client for immediate use. Clients may select students from Agency for internships or to hire to help implement the strategies and tactics presented at the end of the semester.
Upon completion of this class, the majority of students will graduate with a bachelor's of science in mass communications and are seen as independent contractors unaffiliated with Agency, the Robertson School and Virginia Commonwealth University.
Agency students are focused on the study and practice of public relations. Students are only permitted to take Agency after completing prerequisite courses in the program.
In Agency, students apply theory and methods to develop a strategic communications plan or campaign. Special attention to the planning process, including issues analysis, application of public relations and research methods, are also implemented.
Students are given high industry expectations in professionalism, performance and strategic thinking. They are also assessed on their individual and group contributions at the midterm and again at the end of the semester.
Each student is provided an evaluation at the end of the semester with feedback from peers, other professors and the client. At the end of their Agency experience, students should have a well-rounded understanding of their strengths in both the theory and practice of public relations.
Agency account directors are highly qualified industry experts hand-picked to manage the relationship between the students and client. Account directors also function to support the overall framework of the class by helping to choose a client, assigning teams, coordinating instruction, and monitoring progress and project development.
Account directors support the learning functions of the class as the official instructor of record, both generating assessments and assigning final grades to groups and individuals.
Agency is a VCU service-learning course designed to serve area programs and organizations. Through client research, planning, materials development and a final communications plan, each student will complete a minimum of 20 hours of community service.
Agency estimates $30,000 of pro bono community service through 2,040 hours of student work annually.*
* Financial impact is estimated based on local average of $15 per hour for entry-level PR work per student at $30,000 per year ($5,100 per client). Hours of work are based on 17 students per section (or 102 students per year) completing a minimum of 20 hours of community service per student.
