BY ANNIE HATCH
Introduction
My Communication Practicum marked a pivotal moment, not just as an academic class, but a turning point for me to accomplish something I once thought was impossible. It led me to leverage my newfound skills and talents into a full-time position at one of the most prestigious Health Science Centers in the country, working directly for the President of the University. This report encapsulates my journey as I embarked on a job, initially unaware of my potential, and proved myself through my practicum under the expert guidance of Justin White, the Assistant Vice President for University Strategy at Texas Tech University Health Science Center.
Project Purpose or Objectives
The primary goal of this project was to contribute meaningfully to the University’s overarching communication strategy. It involved a comprehensive approach, intertwining scriptwriting, video editing, and social media management to create a weekly show named StatlineTV. This show, from the Office of the President, aimed to disseminate information directly from the President to the staff, students, and faculty at Texas Tech University Health Science Center (TTUHSC). Included in this report are various scripts I wrote, social media posts I published, and links to videos I edited using Adobe Premiere Pro, all posted on the TTUHSC webpage.
PROJECT DOCUMENTATION:
*The Scripts written part if this Practicum*
*Video Production of the StatlineTV Episodes that were involved in this Practicum*
*The Digital Marketing involved in this Practicum*
The Project
At the heart of the project lay the weekly show, a collaborative effort between myself and the dynamic hosting duo, Justin and Bryce. My responsibilities were expansive, ranging from crafting meticulous scripts to navigating the intricate technicalities of video editing on Adobe Premiere Pro. This hands-on involvement allowed me to immerse myself in the project’s creative and strategic dimensions. Here were my weekly responsibilities as a Media Specialist at Texas Tech University Health Science Center:
Monday: Planning and Collaboration
- Morning: Collaborative meeting with Justin and Bryce to discuss the upcoming show. Afternoon: Research social media posts and event pages to gather information about campus activities.
Tuesday: Scriptwriting and Coordination
- Entire day: Craft the script based on the gathered information. Communicate with Justin and Bryce to ensure the script aligns with their expectations for the week’s show.
Wednesday: Filming Preparation
- Morning: Final meeting with Justin and Bryce to go over the script and plan for the day’s filming. Afternoon: Justin and Bryce film the show. Receive footage from Justin and Bryce.
- Night: Utilize Adobe Premiere Pro for editing, refining audio, video, and graphics to enhance the overall professionalism of the show.
Thursday: Final Edits and Quality Check
- Entire day: Fine-tune edits and perform a final quality check to ensure the show meets the desired standards.
- 12:30 AM: Post the edited show on the TTUHSC webpage.
Friday: Marketing and Advertising
- Friday Morning: Send out marketing emails to promote the show. Utilize social media platforms, particularly Facebook and Instagram, for additional advertising and marketing.
Throughout the Week: Additional Segments
- Continuously worked on additional show segments such as “The Student Section,” “Rumor Mill,” and “The Coleman Johnson Show” to diversify the content.
Challenges Encountered
My journey was not without challenges by any means. The delicate balance between extensive working hours and academic commitments required a high degree of organizational skills that, in the beginning, I did not have. One of the most challenging roadblocks I ran into was learning how to use Adobe products quickly and efficiently. Being a communication major, I’ve been involved in various projects, but Visual Media class provided only basic Adobe skills. Creating videos for the president of a university was a whole different challenge, and the pressure to perform perfectly was palpable. Balancing work with school was another challenge, but the opportunity, requiring about 17 hours per week, projected me into the workforce in a way no other experience could.
Overview of Experiences
My time at Texas Tech University was transformative. Working alongside Justin and Bryce was more than a job; it was a crash course in developing skills I never thought I’d have. Yes, the hours were a challenge, but the pride of overcoming obstacles made it all worthwhile. Beyond the technical skills acquired in scriptwriting and video editing, the experience expanded my knowledge in communication, teamwork, and adaptability. Converting the nuances of campus dynamics and translating them into engaging content was a lesson in effective communication. What stood out most was the camaraderie fostered within the team. The collaborative spirit fueled creativity, turning challenges into opportunities for growth. Whether it was brainstorming sessions or last-minute edits, the synergy within the team was a driving force behind the project’s success.
Insights and Takeaways
This project was a dynamic learning experience that translated into scriptwriting, video editing, and marketing strategy. It offered a holistic education in adaptability, resilience, and effective communication. Through scriptwriting, I developed a keen understanding of the pulse of campus life, allowing me to connect with the audience on a deeper level. This transformed information into compelling stories that resonated with the students, staff, and faculty members of TTUHSC. Professional video editing, particularly on Adobe Premiere Pro, was something I had never done before. Navigating this type of communication not only equipped me with a valuable technical skill but also instilled a sense of confidence in tackling unfamiliar challenges head-on. The editing process is meticulous, teaching me the art of precision and the impact of small details on the overall quality of a production – small mistakes can have big consequences. Marketing strategy, implemented through social media, unveiled the power of strategic communication in reaching the success of each show. It emphasized the importance of timing, consistency, and tailoring content to the different demographics that I was responsible for advertising to.
Conclusion
This project isn’t just a chapter in my academic journey; it’s a bold statement about my potential for growth in any professional setting. The leap from project contributor to a full-time role is a story of success, but more importantly, it’s my story. My full-time position at Texas Tech University Health Science Center was made possible by the skills specifically developed and lessons learned during this transformative experience. This journey has not only shaped me professionally but has also ignited in me a passion for continuous learning and adaptability in my next job and future career.
In-Person Video Explanation: