Alumna, entrepreneur shares success advice with PRSSA
Courtesy: The Villanovan
Speaker discusses founding of public relations firm
By Julie Balzarini
The University’s chapter of the Public Relations Student Society of America welcomed Jennifer Sherlock, president of Jenna Communications, LLC on March 9. Jenna Communications, founded by Sherlock in 2007, provides public relations, event planning and media training services.
Sherlock, a 2001 graduate of Villanova, majored in communication and always wanted to be a TV reporter.
The summer after graduating, she was hired at NBC 40 in Atlantic City and was an anchor within six months. Sherlock cites her persistence for this early success. She would contact stations and ask for a meeting even if they did not have any current job openings.
After holding several other anchor positions, Sherlock was hired as the PR Manager for the innovation team at Advanta Corp., a company that issued credit cards to small businesses.
When Advanta Corp. went bankrupt, Sherlock was laid off, but she turned this change into an opportunity and started Jenna Communications.
“It was always a dream of mine,” Sherlock said, whose experience as a reporter has been useful in the PR industry. “Being a reporter, I know all the aspects a PR person wants to know. Now I can deliver that.”
She discussed all the aspects that must come together to create a successful event, including catering, photography, publicity and even props.
“Sometimes I haul the props in myself,” Sherlock said. “Being a startup, sometimes that’s what you have to do.”
One of Sherlock’s recent events, “Laid off and Looking for Love,” combined career networking and a singles dating auction. A portion of the proceeds went to ’Nova Nation Project Haiti.
Sherlock provided some PR tips, including how to maintain good relationships with reporters, how to get press coverage and how to utilize social media.
She also offered tips for anyone looking for a job.
She suggested that students and young professionals should attend industry-specific networking events whenever possible.
Sherlock encouraged students to obtain leadership positions and develop good writing skills.
She said she is always drawn to hire people who are active and outgoing.
“You can’t be shy,” Sherlock said. “You have to get out there.”
She emphasized the importance of being persistent and following up after sending a résumé to an employer.
She also suggested contacting an employer for a “meet and greet,” even if they aren’t hiring at the moment.
“Jen’s tips were very helpful,” said PRSSA Event Planner Allison O’Donnell, a junior. “PRSSA likes to welcome alumni back to speak to our members because they have been in our shoes and know what advice will be useful to us.”
Sherlock encouraged students to reach out to Villanova alumni.
“There’s such a camaraderie here,” Sherlock said. “Villanovans want to help other Villanovans.”