VCU/Lauren Associates offer communications workshops to businesses, non-profit organizations, government agencies

By Paula Otto
VCU School of Mass Communications

Virginia Commonwealth University’s School of Mass Communications is joining with two working public relations and marketing communications consultants to offer a series of communications workshops geared to executives, managers and department heads in businesses, non-profit organizations and government agencies.

School Director Judy VanSlyke Turk, PhD., announced that Ron Reid and Laura Stein, partners in Williamsburg-based Lauron Associates, will join Paula Otto, VCU associate professor and assistant director of the Mass Communications School, in teaching workshops in three areas: media spokesperson training, crisis communications, and persuasive communications for executives and managers.

Turk said the workshops are consistent with VCU’s longstanding commitment to provide services to the citizens of Virginia that are beyond its primary academic mission.

“We believe VCU has a responsibility to share expertise beyond the classroom, for the benefit of all Virginia businesses and organizations. Since teaching effective communications is the mission of the School of Mass Communications, helping businesses and organizations in the community is a logical extension for us,” she said.

The workshops have garnered interest from a variety of organizations and agencies in the Richmond area. Earlier this year, executives from the Richmond Redevelopment and Housing Authority were on campus for a one-day workshop.

Reid and Stein have been appointed affiliated faculty in conjunction with the new workshop program. Both have more than 25 years experience public relations and mass communications.

Lauron Associates partner Ron Reid said that VCU’s involvement adds not only considerable training resources, but also an academic setting that complements the practical “hands-on” focus of the workshops.

“The workshops are designed to give participants knowledge and tools they can immediately put to use in their jobs. The university’s facilities provide a terrific environment for learning,” Reid said.

All workshops will be conducted at the School of Mass Communications. Media training will take place in the School’s fully equipped TV studio, and will provide “real life” training for dealing with news conferences, broadcast and print interviews, and other media contact situations.