Steve Horowitz, Ph.D., who teaches advanced public relations at the School of Professional and Continuing Studies, decided that for his online classes this fall, he wanted his students to tackle an actual publicity problem instead of examining textbook cases. He worked with Nicole Bryan, associate dean for programs and innovation at PCS, to identify neighboring institutions in the Bronx that need public relations help to fiscally survive the pandemic. They identified two Bronx schools that sought to raise their profile and maintain enrollment.

Though the course has just begun, Fordham students have already held several virtual meetings with the principals of the Academy of Mount St. Ursula, an all-girls high school on Bedford Park Boulevard, and Immaculate Conception School in the South Bronx, the oldest Catholic grade school in the borough.

At Immaculate Conception, the group is helping to launch a newsletter that will be sent to alumni using a new alumni database that they are also helping to create. The newsletter will feature an online student exhibit inspired by the Cloisters and will also include stories of the school’s reopening during the pandemic. At Mount St. Ursula, the Fordham students interviewed 15 donors and alumni and created text content for an email blast to promote and celebrate the school’s 165th-anniversary celebration on Oct. 1, which was named Mount St. Ursula Day by Bronx Borough President Rubin Diaz, Jr.

Throughout, students are able to refer to Horowitz’s syllabus, which provides detailed information on public relations skills, ranging from writing press releases to crisis communication to fundraising. It’s more like a PR user’s manual than a syllabus, he said.

“The course teaches students the basic skills to put together persuasive messages that are going to influence people in the community to support these schools,” he said. “If you don’t have the public reaction skills—and these are very specific skills—you’re not going to persuade anybody.”

The four-credit course falls under the PCS Special Topics Seminar in public relations. This semester, 17 students enrolled in the class, which is broken down into three groups. The first group either took a PR course with Horowitz before or have enough professional background to be permitted to work directly with the Bronx schools. The collaborative work is done in lieu of class coursework and the group meets regularly with Horowitz via Zoom to report on their progress. Students in the second group have enough PR experience to partially work with the Bronx schools, but they still need to complete additional coursework. The third group of students is taking public relations for the first time and concentrates only on the coursework, though they’re informed of the progress of the project through periodic progress reports during Zoom sessions with the rest of the class. 

PCS sophomore Andrew Purvis is in the first group and works directly with Immaculate Conception. He said he took a course with Horowitz last semester and was looking forward to taking the seminar, but he wasn’t quite sure what the class would look like during the pandemic. He said that despite not being on-site he’s been impressed with the class and inspired by the Immaculate Conception’s leadership in the face of tough times.

“[Principal] Amy [Rodriguez] said that even with all that’s going on with Black Lives Matter and the pandemic, through thick and thin, we still want our kids to have a great education,” said Purvis. “So, this whole program has been a great environment to be in, even though we’re going through these harsh times, because it’s all about making sure the students still get their education to put their best foot forward.”

Rodriguez said the students’ help has been very welcomed. 

“Quite frankly we wouldn’t have had the time or resources to accomplish what we’re doing without the help of the Fordham students,” she said. “This has been very smooth and streamlined to roll out.” 

Jasmin Abbatiello, executive director of alumnae relations and external affairs at Mount St. Ursula, said that while the Bronx schools appreciate the assistance from Fordham students, they also, in turn, have a responsibility to the students. 

“We want to make sure we’re able to achieve our goals, but we also want to make sure that the Fordham students are learning from the experience,” she said. “We feel happy we have something to offer to them, that they’re learning, and then they can go and take that out into the community.”

PCS senior Mario Della Valle Jr. said he learned a lot from interviewing alumni and donors about their memories of attending the high school for the anniversary newsletter, which was part of his assignment. The exchanges were highly personal, he said, even online, and he noted that he does not think that sort of thing would happen in the corporate sector.

“In corporate life, it’s about consumers; here it’s about alumni and their personal stories, their experiences. I think a big part of the nonprofit work is the interpersonal connections you make. It’s a direct kind of touch that I think that corporate life misses,” he said, adding that it’s also a skill he thinks would appeal to employers in all sectors. “I definitely think that entering the job market, this gives me an edge with the experience of being able to handle a Zoom call and still make a person-to-person contact. It’s about building connections.”

As the head of an influencer relations group at a communications firm, Holland focuses on the next generation of opinion leaders—like bloggers and instagrammers—who are online influencers.

“I am very passionate about social media. A focus on people is also really important to me. I think the beauty of social media is twofold—you can get inspirational content and crowdsource, and you can also maintain connections and make new ones based on mutual interests,” she says.

Holland believes that the power of social media has already changed the way people think about everything from culture to careers.

“People naturally promote things they’re passionate about on social media,” she says. “And now more and more people want to pursue a profession that is also inherent to their passions and what drives them.”

Holland is one of those very people. Driven by the excitement of an ever-evolving media landscape and the idea of creating meaningful connections, Holland promotes her interests via the social media platforms she’s so passionate about.

One of those interests is Fordham.

Whether she’s sharing a picture of a Rose Hill campus squirrel, encouraging her friends to donate on Giving Tuesday, checking into a mentoring event on campus, or congratulating fellow alumnus Denzel Washington, FCLC ’77, on his recent Golden Globe win, Holland is always hooked into the Fordham network.

“It helps my friends think about their Fordham experiences,” she says, “and it’s important and positive for me in reconnecting with them and my alma mater. I also had great mentors and received financial aid at Fordham, so it’s important to me to help the next generation have the same experience I did.”

Her friend Ryan St. Germain, FCLC ’02, GSAS ’03, GABELLI ’12, says Holland helps him stay connected to his alma mater. “There is seldom a piece of Fordham news you can’t find on one of her online accounts. It’s clear Sam has never forgotten the value of the education, relationships, and experiences she gained at Lincoln Center.”

And her non-Fordham friends notice it too. Though Holland is also a member of the Fordham Mentoring Program and the Fordham College at Lincoln Center Board of Advisers, it’s her social media profiles that truly allow her to be a constant Fordham advocate.

“People who didn’t go to Fordham know me as having a lot of excitement for my alma mater because of my social media accounts,” she says. “They ask me about Fordham all the time. Or they tell me about their own Fordham connection. My HR department at Marina Maher Communications even comes to me and asks what Fordham students are like.

“It’s just a part of who I am,” Holland says, “online and offline.”

What do you see as the biggest problems for women in the workplace?
I’m very big on the language that we use. Stop with the sorry! Men don’t say sorry. Women apologize all the time without doing anything wrong. Get the word out of your vocabulary. And don’t raise your hand. I’ve seen this many times, and I’ve mentored many women. Men talk over women. And women have to do more. I’m speaking in broad-brush terms, I know that. But you have to stand up for yourself. Don’t worry about being nice. You’re not gonna shout or curse. But do demand respect. Because if you don’t demand it, it will not come back to you.

The other thing is, women don’t ask. You get 100 percent of nothing if you don’t ask. If you ask, you get 50 percent; you increase your chances. With the Women inPower program, they were putting together an advisory board and I wasn’t asked. So what? I went and asked. Twice. And now I’m on an advisory board whose advisers include the co-founder of the Malala Foundation and many other powerful and wonderful women. And I’m contributing to a cause that I am passionate about.

Do you think things are improving for working women?
It’s going to take a hard change, a hard turn in our mindsets, but the turn is already starting. And we just have to keep it moving. All of us fall back at times. I speak from experience. And especially with my cultural background, it’s not in my DNA to do this. But unless you stand up for yourself, nobody is going to stand up for you. We will continue to move forward together. That’s why I always say, you help me, I help you, and we both get stronger. There is room for everybody here. So let’s work with each other, let’s help each other.

Why do you want to help women in the workplace?
I am a big believer in what Madeleine Albright said: “There is a special place in hell for women who don’t help other women.” Before it was in vogue, before it was fashionable, there were women out there striving to help each other. I want it to be better for the next generation of women, the current generation of women, my generation of women. And I am very passionate about this.

Who are the women who helped you?
There was a woman, bless her soul, named Marge Lovero, who was the director of PR at the [New York] Botanical Garden. She took me under her wing and taught me about public relations. She let me take time off after graduation [from Fordham]and I came back full time. That kind of mentorship and kindness and graciousness and selflessness has stayed with me all these years later. And Susan Thomas of Thomas Associates, who was the first agency boss I ever had who put her employees first. She truly, authentically cared for her staff. What I learned from Susan is what I apply to my own business.

Your book, The Little Book of Big PR, is aimed at small business owners and entrepreneurs. But do you think self-branding is something everyone could find useful?
I wanted to share with other entrepreneurs what they could do [to help build their businesses]. But I do think, especially after the recession, people focused on building their personal brands—how do you make yourself stand out amidst this huge group of people to get to your next goal? Your personal brand will define who you are, define your uniqueness, and give you a consistent statement that will allow you to communicate who you are effectively. The elevator pitch is for a company. Apply the same principle but talk about yourself.

How has public relations changed since you first entered the industry?
At the time, public relations was considered the ugly dog that you did not want to be in your home. It is now a respected discipline that is part of virtually every business communication program. It has become much more strategic and much more nuanced. The tide has turned.

Interview conducted, edited, and condensed by Alexandra Loizzo-Desai.

Rachel A. Annunziato, Ph.D.,
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Tom Beaudoin, Ph.D.,
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“Anatomy of a ‘Deconversion’,” Eureka Street, June 10

Fran Blumberg, Ph.D.,
associate professor of counseling psychology, GSE,

“7 Ways to Nurture Your Geeky Kid,” The Stir, June 5

Leonard Cassuto, Ph.D.,
professor of English, A&S,

“Spotting a Bad Adviser—and How to Pick a Good One,” The Chronicle of Higher Education, July 21

James Cohen,
associate professor of law, LAW,

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Mark Conrad,
professor of legal and ethical studies, BUS,

“Student-Athletes to Get Paid? It Looks That Way,” NBC News, August 12

George Demacopoulos, Ph.D.,
professor of theology, A&S,

“Iraqi Christians Flee Homes Amid Militant Push,” ABC 13 via Associated Press, June 16

Deborah W. Denno, Ph.D.,
Arthur A. McGivney Professor of Law, LAW,

“Lethal Injection: A Pharmacist Balances Profit and Karma,” TheStar.com via Global Post, August 11

Karen J. Greenberg, Ph.D.,
director of the Center on National Security, LAW,

“Who Gets to See the CIA Torture Report,” WNYC, August 7

Christina Greer, Ph.D.,
assistant professor of political science, A&S,

“‘Are You, Like, African-AMERICAN or AFRICAN-American?’,” NPR, August 9

Constantine Katsoris,
Wilkinson Professor of Law, LAW,

“Critics Charge Termination Forms Ripe for Abuse,” Bank Investment Consultant, August 11

Beth Knobel, Ph.D.,
assistant professor of communication and media studies, A&S,

“Russian Perspective on Airline Shootdown,” CBS, July 23

Sergios-Orestis Kolokotronis, Ph.D.,
assistant professor of biology, A&S,

“Elephants Can Outsniff Rats and Dogs,” Live Science, July 22

Paul Levinson, Ph.D.,
professor of communication and media studies, A&S,

“Live Chat: The Life and Legacy of Robin Williams,” ABC News, August 12

Mark Naison, Ph.D.,
professor of African and African American Studies and history, and principal investigator of the Bronx African American History Project (BAAHP), A&S,

“Panel Discussion on the Black Arts Movement,” CSPAN, July 12

Aristotle Papanikolaou, Ph.D.,
Archbishop Demetrios Chair of Theology and Culture, professor of theology, and co-founding director of the Orthodox Christian Studies Center, A&S,

“Russian Orthodoxy,” Sightings, July 21

Christiana Peppard, Ph.D.,
assistant professor of theology and science, A&S,

“The Pope and the Sin of Environmental Degradation,” NPR, July 18

Candace Rondeaux,
fellow at the Center on National Security, LAW,

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Susan Scafidi,
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Olivier Sylvain, Ph.D.,
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Terrence W. Tilley, Ph.D.,
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Alexander Van Tulleken, M.D.,
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“Fordham’s Alexander Van Tulleken on CNN’s New Day: Chikungunya Virus,” CNN, July 29

Ian Weinstein,
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