Nonprofits seeking free or low-cost strategic communication support can find a list of student-run agencies on the PRSSA website. Professionals looking to strengthen their skills and résumés can find a list of master’s degree programs that recognize Accreditation in Public Relations (APR) and offer course credit or discounts on the PRSA website.
Recent cuts to federal funding for research and foreign aid have put many nonprofit organizations in a precarious position, forcing them to make tough decisions about what to prioritize.
Taxpayer-funded federal discretionary spending is expected to decrease by 22.6%, or $163 billion, which threatens funding for nonprofit organizations, according to the Center for Nonprofit Excellence.
Candid, a nonprofit that helps other nonprofits find funding, recently analyzed the consequences that might occur if all government grants were to be halted. The analysis found that about 19% of nonprofits that currently receive government grants — more than 14,000 organizations — would run out of cash within three months or less.
When budgets are tight, nonprofits often prioritize direct services and tend to view communications as expendable rather than strategic. Communications teams and consultants — already a challenge for smaller organizations to fund — might be reduced or eliminated.
At the same time that nonprofit funding is being reduced, recent communications graduates, even those with master’s degrees, are struggling to find stable employment in the PR industry amid increased competition and shifting market demands. While the U.S. Bureau of Labor Statistics projects 6% growth in public relations jobs over the next eight years, faster than the average for all occupations, applications for entry-level jobs at large PR firms have risen by 15%.
Many graduates today face extended job searches, as companies often prioritize candidates with two or more years of experience, making it challenging for new professionals to secure their first PR roles.
Standing out in a saturated job market requires new graduates — and even skilled professionals seeking to change jobs — to have hands-on experience, and to be adaptable and proactive.
Opportunities for communicators, nonprofits alike
The good news is that the public relations profession doesn’t dwell on challenges. It finds solutions. This is where student-run PR agencies at colleges and universities are stepping in.
These student-led initiatives offer a win-win for both highly skilled students, who frequently possess years of strategic experience working in corporate, government or nonprofit environments, and nonprofit organizations, providing free or low-cost communication services and strategic advice. And their services could not be more in demand.
These student-run agencies offer experiential, hands-on learning opportunities that provide strategic problem-solving experiences for students seeking to enhance their skills or expand them into other industries. These services include digital strategy development, press outreach and brand storytelling that help nonprofits increase their visibility at a critical time, while demonstrating the impact of cost-effective communication solutions.
A growing model
An estimated 150-plus student-run agencies are operating across universities in the United States. PRSSA has 37 nationally affiliated firms. (Firms with this designation have demonstrated a strong PRSSA/PRSA connection, high professionalism, and a solid organizational structure through a successful application process.)
The concept of student-led PR firms dates back to 1978, when Boston University established PRLab, the first known and now longest-running student PR agency.
Initially, these firms were considered experimental, providing students with hands-on experience in public relations while also serving local businesses and nonprofits. Throughout the 1990s and early 2000s, more universities recognized the value of integrating real-world client work into their PR programs, leading to a steady rise in student-run agencies.
The growth of digital media has allowed student-run agencies to compete with established communications firms. Many student-PR firms now specialize in social media management, brand strategy and analytics, offering services to nonprofits, startups, and corporate clients alike. The student agency at Marist College, founded by the PRSSA Chapter, has even expanded internationally, now serving clients in Florence, Italy.
Today, student-led PR firms operate with structured teams, including account managers, creative directors and strategists, which mirrors the structure of professional communications agencies.
Real clients, real experience
Kara Garbawho, who’s transitioning into public relations, says her time in the Husky Media Lab’s student-run digital agency helped her bridge the gap between PR theory and practice.
“The experiential agency gave me real, hands-on experience with an actual client,” she said. She learned to conduct research, develop a strategy and create content. “Seeing the strategy implemented and measuring its success was invaluable,” she said.
Garbarino provided strategic planning and communications advice to her nonprofit client, making the organization more aware of its competitive environment and how it can develop messages that resonate.
This year, Northeastern University’s Husky Media Lab has also collaborated with a nonprofit organization to develop fundraising campaigns aimed at expanding equestrian services for children with disabilities.
A personal perspective
For me, working in the Husky Media Lab at Northeastern felt like being part of a real consultancy. I navigated client challenges, aligned with strategic goals and developed the skills to build trust while delivering measurable results.
The experience gave me the confidence I needed to move into the consultancy side of the PR industry. Working in the student-led agency also helped me stand out as I take the next steps in my career.
Working in the Husky Media Lab was a crash course in real-world problem-solving — especially in the high-stakes context of nonprofit communications. I feel better equipped to serve those organizations as a result. I wish every nonprofit had access to this kind of support.
As communication professionals, we understand that compelling messages are essential for organizations to succeed. Visibility and public support have a direct impact on a nonprofit’s ability to fulfill its mission. Prioritizing strategic communication enables nonprofits to retain donors and foster lasting relationships with their community. Today’s environment requires students to have work experience, and nonprofits need communications services. Student-run PR agencies provide both.
Helen Lloyd, APR, a graduate student at Northeastern University, is a former journalist who transitioned into public relations 13 years ago. She now serves as national communications manager for a nonprofit.
Photo credit: jacob lund
