Shadow Day

By: Christian Navarrete

My first PRSSA shadow day I learned valuable real world experience in action. The purpose for this shadow day experience was to assist Lilliana, KGBTexas , with her client’s media relations. Her client, Walmart  donated $75,000 to fund a health community program for San Antonio’s east side. Intriguingly, several crisis management processes occurred during the event.

First, due to her client’s schedule change, she had to acquire a new speaker to speak on behalf of her client. Secondly, due to several concurrent San Antonio events, the media didn’t show up. We had to quickly adjust to meet the client’s needs, such as utilizing social media to promote the check presentation. After, the check presentation Lilliana informed us on the crisis management process in which she said “you must always be prepared for the unexpected”, and “You should always have contingency plans for your client’s publicity”. She also mentioned that you should follow up with the media with news releases, and photos of the event for quick dissemination of information.

Media relations is an imperative element to public relations because the primary objective is media exposure for the client. Experience acquired!


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