Texas Tech University

Q&A: Caroline Trujillo

  • Name: Caroline Trujillo
  • Age: 21
  • Hometown: Dallas/Fort Worth Area
  • Position: Assistant Account Executive
  • Company: FleishmanHillard

Caroline Trujillo graduated with a bachelor's degree in Public Relations from The College of Media & Communication in December of 2012. While at Texas Tech, she held positions in Tech PR, the Association of Women in Communications, and Tech's athletic department. Caroline made it a priority to continue learning outside of the classroom by obtaining as many internships as possible even after graduating. She took on a post-graduate internship with FleishmanHillard monitoring media coverage and reports for high profile clients. In July, Caroline accepted the position of assistant account executive at FleishmanHillard.

What role did social media play in your internships?

I learned during my internship at FleishmanHillard that a lot of people look at traditional PR and the digital world as two separate practices, when in reality they have a lot of similarities. For example media relations are blogger relations. Traditional PR principles can be applied to digital/social media. For me, I was learning about social media every single day. There are many components to it and I was happy that I was able to experience event monitoring, crisis monitoring, proactive monitoring, content writing, creating influencer lists (media lists) and strategy.

What type of tools were used to track media coverage for your clients?

We use several tools such as Radian6, HootSuite and Sysomos to name a few. It all depends on client/reporting needs.

What was it like to do media monitoring for companies like Chevrolet and General Motors?

It's very fast-paced, and it's an absolute MUST to be detailed-oriented.

What type of skills have you learned from being an intern at FleishmanHillard?

Time management for sure. Also, I've learned how to use several media monitoring tools and how to draft client-ready materials on a daily basis.

As a PR graduate, how do you feel The College of Media & Communication has prepared you for the real world?

The College of Media & Communication is great at giving students opportunities outside the classroom to learn. The PR Campaigns course taught me how agencies handle new business pitches. Tech PR gave me the chance to network with PR professionals and gain insight to different aspects of PR.

What advice would you share with others who want to pursue a career in new media?

Keep up with what is going on in the industry and be an adopter. Read Buzzfeed, PR Daily and Ad Age. Basically read anything you can get your hands on that will help you learn. Be curious and don't be afraid to ask people in the industry to go have coffee to talk about what's going on. You'll never know what it'll lead to.

Caroline Trujillo

Caroline Trujillo