The School of Communication has expanded its partnership with NBC and its Washington DC affiliate, WRC, to involve SOC students in new content collaboration and distribution, brand marketing recommendations, onsite training, and internships. Dean Larry Kirkman and Steve Capus, NBC News President, signed an agreement of cooperation which highlights NBC and AU’s shared commitment to serious reporting, to training the next generation of journalists and to experimenting with new approaches to delivering information and engaging and empowering audiences.
NBC and SOC
Left to right:
Nick Clooney, journalist in residence at AUSOC, Larry Kirkman, Dean, AU SOC
Michael Jack, WRC President and General Manager, Mark Whitaker, NBC Washington Bureau Chief, Joe Urschel, Newseum Executive Director and Senior Vice President
This semester, TV studio production students pitched their ideas for NBC4 station executives to select the best fit for local news programming. Students then script, shoot and edit their video for on-air or online distribution. Students in Prof. Sarah Menke-Fish’s video production class just produced “Metro Monsters,” an edgy, hip series targeted to 18-35 year-old demographic, that appeared on WRC’s Daily Connections. In another joint initiative, SOC’s Public Relations and Public Communication Research classes work with NBC4 to understand the audience, the “product,” the avenues to reach people and the messages that need to be communicated about the station and its offerings. Working with NBC4 provides students with real life opportunities to conduct competitive analyses, communication audits, message testing, and focus groups for qualitative attitude studies.