Empowering Students, Strengthening Communities: A Blueprint for Academic Engagement
Submitted By: Geah Pressgrove
Associate Professor | Reed College of Media, West Virginia University
Program Chair | Advertising & Public Relations Program
Faculty Advisor | WVU PRSSA
Faculty Lead | Martin Hall Agency
The lines between classroom instruction and real-world application are increasingly blurred in academia. As educators, it's essential to embrace this integration, particularly in regions where students may be geographically distanced from conventional opportunities for professional development and internships. By spearheading initiatives that bridge academia with community engagement, we can empower students to make meaningful contributions while gaining invaluable real-world experience.
In the following I provide a few of the advantages to such an approach as well as case studies from projects undertaken at the WVU Reed College of Media.
Making an Impact Beyond the Classroom
Service-learning initiatives provide a powerful avenue for students to apply classroom knowledge to real-world challenges while addressing societal needs. Projects focusing on issues such as public health social justice, and economic development can have a transformative impact on both students and the communities they serve.
Case Study: Community Branding
Working with community partners in rural areas of W.Va., students developed community branding and multi-faceted communication campaigns that significantly increased community pride, leveraged regional relationships, and dramatically boosted inquiries related to educational and outdoor/history tourism opportunities. The community continues to use its new brand and tourism focus to engage communities in their region, set priorities, and move the community into its new future post-coal.
Professional Development Through Hands-On Experience
Engaging students in real-world projects not only enhances their academic learning, but also cultivates essential skills for their professional development. By participating in initiatives that require collaboration, critical thinking, and problem-solving, students gain valuable experience that prepares them for future careers.
Case Study: Women Beyond Bars
During a two-year grant-funded initiative, student experiences ranged from visiting the state's only women's prison to advocating for formerly incarcerated women on Capitol Hill. Students extensively researched the most pressing issues affecting the residents, shared the stories of formerly incarcerated women and secured media coverage to raise awareness. The culmination of the grant was a summit featuring renowned figures, including Piper Kerman, author of Orange is the New Black, and Dwayne Betts, a formerly incarcerated poet and lawyer. The event was attended by over 250 thought leaders, service providers and future collaborators who continue to advocate for these women today.
Fulfilling the Land Grant Mission
The land grant mission emphasizes the importance of extending the benefits of higher education to all segments of society. Through community-engaged projects, academics can fulfill this mission by leveraging university resources to address the needs of local communities, particularly in rural or underserved areas.
Case Study: COVID-19 Vaccine Research
As part of a West Virginia Center for Rural Health Development grant, the WVU PIC Research Lab was charged with ensuring West Virginians received timely, accurate and scientifically sound information related to the COVID-19 vaccine. While faculty contributed much to the statewide communication efforts, specific responsibilities also focused on understanding barriers and messaging for the state's Spanish-speaking and Black/African American populations. To this end, a team of seven students from medical and communication backgrounds conducted interviews, administered surveys, and hosted focus groups to understand and ultimately inform statewide messaging.
Increasing Civic Engagement and Social Responsibility
Participation in community-focused initiatives fosters a sense of civic engagement and social responsibility among students. By working on projects that directly impact their communities, students develop a deeper understanding of societal issues and are inspired to become active agents of positive change.
Case Study: Humans of Morgantown
With funding secured from a generous alum, students worked to address perceptions of the unsheltered community in Morgantown over two semesters. In the first semester, the students developed partnerships with local businesses, community leaders, service organizations and city council. In the second semester, the students shared the stories of those living unhoused through an in-person and digital exhibit where they curated art created by these neighbors and produced visual stories of these individuals' passions. From these efforts, a conversation emerged to address the population's needs, and new coalitions of supporters were formed.
Creating Interdisciplinary Collaboration Opportunities
Collaborative projects that involve students from diverse academic backgrounds promote interdisciplinary learning and collaboration. By bringing together students from different disciplines, academics can foster a holistic approach to problem-solving and innovation.
Case Study: Simulation Training and Education for Patient Safety (STEPS) Center Partnership
As part of a Transform This grant from the WVU Provost’s office, students participated in an interdisciplinary partnership between students and faculty from public health, health sciences, and advertising/public relations. The students researched, developed, and piloted an innovative simulation to help public health and health sciences students figuratively step into the persona of an often marginalized population to understand better the challenges they face when seeking care.
Leveraging Grants and Partnerships for Sustainable Impact
Securing grants and forming partnerships with community organizations, government agencies, and private entities can amplify the impact of academic engagement initiatives. By leveraging external resources, academics can sustainably support community-focused projects and initiatives.
Case Study: Agritourism Promotion
As part of a USDA-funded initiative in partnership with WVU Extension, students are currently raising awareness of agritourism opportunities in the state. Successes to date include training farm-based businesses in best practices in on-site and digital promotion, development of a farm crawl to promote awareness of such businesses and increased awareness among travelers and locals alike.
Conclusion: Embracing Academic Engagement for Positive Change
In conclusion, academic engagement initiatives provide a platform for students to apply their skills and knowledge to address real-world challenges while positively impacting their communities. By embracing service-learning, professional development, fulfilling the land grant mission, and promoting civic engagement, academics can empower students to become active contributors to society. Together, we can cultivate an academic engagement culture fostering positive change and social responsibility.