Good morning, Broncos! I’m Professor Keller and I’m very excited to be here today. I am here because I believe that many of you have a talent that you might not even realize yet. I want you all to think about a time you saw a story online that actually made you want to do something. (PAUSE) Maybe it was a post about a small coffee shop right here in Denton (DEN-tuhn) that was about to close its doors. The owners were struggling to pay rent. But then, a story went viral about how that shop gives free coffee to teachers every Friday. Before the story was posted, most people had no idea the shop was in trouble. But afterward, the community lined around the block to save it. That is the power of public relations.

It’s not just about celebrities and publicity. It’s not about the P-R packages your favorite influencers post about on social media. It’s about finding a great story and connecting it to the people who can help. Show of hands. How many of you want a career where you can use your voice to actually make a difference in your own community? (LOOK AROUND) That’s what we do every day.

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Most people hear the word P-R and immediately assume it means making a famous person look good. But the Public Relations Society of America, the group that leads our field, actually says that P-R is all about building good relationships between a group and the people they serve. In simple terms, it’s all about building trust.   

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I know that for some of you, the idea of a professional career or even college feels like it’s for other people. I grew up in a Hispanic, low-income family. I was the first person in my family to go to college. I remember sitting in a room just like this, wondering if I belonged in these conversations. I worried that my voice didn’t matter. But P-R taught me that my background is my superpower. Because I knew my community, I knew how to tell their stories.

Imagine a local arts and crafts store here in North Texas. They sell unique paintings and amazing supplies, but they’re struggling to get customers. A P-R person doesn’t buy a bunch of ads. They listen first. Maybe they find out that students here at Denton High love to be creative, but those same students feel like local shops don’t really care about their business. The P-R person helps that store host a community block party with live music and hands-on art booths. Now, the store is not just a business. It’s a hub for the neighborhood. That connection is built on trust.

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Here at Mayborn, we focus on real-world training from day one. Right now, our students are working with real groups in our community. You might help a local animal shelter reach more families to get them to adopt. Or you might help an organization plan their very first event. Think about the stories you see on your phone every single day. Every time an organization listens to its audience, a P-R person is working behind the scenes. You are the one who listens. You are the one who speaks up for the people. 

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When you come to U-N-T, you are not just a student in a seat. We have a student-run agency where you can help real clients from day one. You will be writing stories that matter and creating work that makes an impact. We are also so lucky to be close to Dallas. The city is a huge hub for our field. It’s home to some of the best-recognized firms. Agencies like S-P-M Communications, Jackson Spalding (SPAWL-ding) and Champion Management are right in our backyard. Our students often go to these agencies to strengthen their skills and work with major clients.

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Think about what you’re passionate about right now. Is it sports? You could be a media relations director for a pro team. Maybe healthcare? You could be a communications coordinator for a hospital. There is a place for everyone in P-R.

I encourage every single one of you to open your mind and think about P-R. You can be the voice of a brand that changes lives. Start thinking about what you can do. Come talk to me in our small groups later. I would love to hear your story. Thank you for being such a great audience!