April 1, 2004 Print this page

La Salle University’s Michael Smith of Lansdale Teaches His Students That ‘Immeasurable Rewards’ Come When Helping Others

La Salle University Professor Michael Smith became hooked on more than public relations while a graduate student. He learned by practice that service learning -- having students do PR work for nonprofit groups who needed help with publicity – turned out to be an invaluable experience for all parties. Smith also found that he was in love with teaching, and his story continued. When the Lansdale resident joined La Salle’s Communication Department in 1993, he put into practice what he learned at Purdue University, to provide his students with a similar, meaningful experience. “This approach to learning shows people

to give back to a broader community after they graduate, and an education,” says Smith. “Such a lesson is possible at La Salle because of the University's commitment to educating students for professional and community involvement."

One of Smith’s areas of expertise is public relations and warfare, specifically “propaganda.” Smith demonstrated to his students the value of contemporary research when he was interviewed on MSNBC about the Bush administration’s efforts to win public approval for the invasion of Iraq. “Public Relations and War,” an article Smith recently finished, will be published in the Encyclopedia of Public Relations.

As a volunteer with the Media Relations committee for the Republican National Convention in 2000, he proved that he practices what he teaches his own students about volunteering, providing them with a “real” lesson.

“Volunteering for the committee allowed me to serve the city of Philadelphia, touch up my media relations skills for teaching, and network for my students at La Salle,” says Smith. At the convention, he connected with organization leaders for his students to contact for internships; two of the six non-profits his students will assist this semester came as a result of his working with the convention.

Two area groups will benefit from Smith’s classes this year, the local chapter of the American Heart Association and Crossing the Finish Life, based in Conshohocken.

La Salle students will help the (AHA) promote the “Search Your Heart” program, which offers screenings and workshops through churches around the region. Crossing the Finish Life, founded by La Salle graduate Marci Bossow, helps families coping with serious illness to enjoy a vacation retreat fully funded by the organization. The students are working on plans to mark the organization's fifth anniversary.

The longest partnership between Smith’s class and a non-profit is the seven-year history with Special People in the Northeast (SPIN), an organization that administers programs for people with mental, physical, and sensorial disabilities and their families.

La Salle students have worked on developing materials for new programs, marketing strategies, increasing awareness and planning special events in support of people with disabilities.

“Mike’s enthusiasm, leadership and commitment to have a valuable experience for everyone has triumphed,” says Megan Forrestal, Public Relations Director at SPIN.

“Mike’s devotion to having a shared commitment and outcome between SPIN and the students contributes to the successful completion by the project groups. The students bring a positive attitude and an ambition that motivates us all. We look forward to many more project teams and continued success of this partnership.”

Smith hopes his students will understand they can make a difference by accomplishing three goals: “I want them to learn about public relations efforts first-hand, gain an appreciation of professional skills, and achieve the Christian Brothers’ mission at La Salle, ‘to serve the poor,’ ” says Smith, “When students achieve these goals, good things will come.”

Three years ago the reward for his students came after they helped Turner Middle School increase Census 2000 responses in Southwest Philadelphia, and then seeing them receive the NBA Eastern Division Team Up Award for community service.

Smith wants his students to help non-profits meet their promotion needs and solve some of their public relations problems; they can put time into researching publics and solutions while the organization remains focused on achieving service goals.

As for now, he looks forward to seeing his seminar students succeed in various ways before they graduate. “I have the most fun teaching the Public Relations seminar but it makes me the most nervous because there is the pressure of outside organizations. The level of uncertainty has made it the best teaching experience for me,” he says.

-- Karen Toner