Theater Passion Leads New Grad to PR Success

Growing up with a passion for theater, Autumn Dagenhardt didn’t initially envision a career in public relations. 

After serving as an intern this summer, the spring 2024 graduate of Appalachian State University in Boone, N.C., has launched her career, combining her passion for both public relations and the arts as marketing and communications manager at the Green Room Community Theatre.

Here, Dagenhardt discusses her transition from the classroom to the workplace, highlights crucial soft skills and offers insights about the job-hunting process.

At what point did you know that PR was your major of choice? Did you have a dream job in mind while growing up, or did your interests evolve over time?

I grew up involved in theater but wasn’t sure if I wanted to pursue it full-time. When I got to college, my major was undecided. It was through a major and career exploration class that I discovered my passion for public relations. I wanted a creative career that allowed me to interact with people, similar to acting. 

PR has proven to be the perfect fit for me. Although I’ve shifted to a PR career, I still pursue acting as a hobby on the side. As the marketing intern at Blumenthal Arts and soon-to-be marketing and communications manager at the Green Room Community Theatre, I’m fulfilling both of my dreams!

After graduation, you worked as a marketing intern at Blumenthal Arts in Charlotte, N.C. Can you share your experience with the job search process? What strategies have you found most effective in securing potential opportunities?

The job search can be challenging, but I’ve learned that the positions I was truly passionate about and invested the most effort in were the ones that led to an interview. For these, I took my time with the applications, sent personalized cover letters, and even reached out to the hiring managers. 

For my position as the marketing intern at Blumenthal Arts, I reached out to a friend at Charlotte Ballet, who connected me with an employee at Blumenthal, and that connection led to my job. Networking and showing genuine interest are crucial. This approach has helped me land both my previous internships and my full-time position.

Have you encountered any surprises or challenges during your transition from college to the professional world?

One of the biggest surprises in my transition from college to the professional world was realizing that learning doesn’t stop after graduation. In college, you learn the basics, but real-world jobs often present new challenges that require hands-on problem-solving and flexibility. I found it surprising how quickly priorities can change at work compared to the more predictable college environment.

Additionally, figuring out workplace dynamics and the importance of networking was something I hadn’t fully prepared for.

Having recently graduated and started a professional career, what advice do you have for students who are just beginning their PR and communications coursework?

For students just starting in PR and communications, my advice is to stay proud of your work and keep building a strong portfolio. Your portfolio can really set you apart when applying for jobs, so it’s important to fill it with quality work. Even if you haven’t had an internship yet, you can include class projects like press releases, SWOT analyses, and graphic design samples.

These projects show your skills and creativity. Also, don’t be afraid to seek out internships or freelance opportunities to gain real-world experience and add to your portfolio. Building connections and networking with professionals in the field can also open up opportunities and provide valuable insights into the industry.

Are there any soft skills (e.g., communication, time management) that you feel are particularly important for success in PR and communications?

In PR and communications, soft skills are incredibly important. Adaptability is key because the PR field is always evolving, and priorities can shift quickly. Being flexible and open to change helps you handle unexpected challenges effectively. 

Time management is another crucial skill because you often have to juggle multiple tasks and deadlines. Being organized and efficient helps you stay on top of everything. Creativity is also vital, as it allows you to come up with fresh ideas and solutions. 

What specific skills or knowledge from your coursework and other experiences at Appalachian State University do you think will be most valuable as you continue in your professional life?

There were so many valuable classes I took during my time at Appalachian State University. However, I would say the top three were PR Writing, Audio and Video Production and Media Graphics. Knowing AP style is crucial when working in public relations. 

PR Writing with [instructor] Jack Jeffery made me feel so prepared. Audio and Video Production and Media Graphics taught me so many skills in Adobe platforms such as Adobe Premiere Pro, Photoshop, InDesign and Illustrator. They taught me the basic skills you need to know when operating these platforms. In both of my internships, my co-workers have used Adobe platforms, proving it to be a useful skill to have.

Can you share a particularly rewarding moment or success story from your experience as PRSSA Chapter president at Appalachian State University?

One of the most rewarding moments from my time as PRSSA Chapter president was the Western Carolina PRSA mixer we attended last September. We saw a tremendous increase in attendance, growing from just one person the previous year to over 30 attendees. This was a significant achievement and a clear sign of our Chapter’s growth. 

Additionally, we experienced a 118% increase in paid membership and a 684% increase in meeting attendance compared to the previous year. 

Not to sound like a parent or job interviewer, but where do you see yourself in the next five years? What kind of impact do you hope to make in your future PR career?

In the next five years, I hope to be in a role that is both fun and fulfilling, ideally in the entertainment or theater industry. I plan to stay at the Green Room for at least a year and then look for opportunities in a bigger city. I want to make a positive impact by combining my PR skills with my passion for theater and bringing new ideas to the field. 

Looking back, is there anything you would have done differently during your time in college? What insights have you gained that you wish you had known earlier?

Looking back, I wish I had started looking for internships and brand ambassador roles sooner. My experience as a brand ambassador for Boston Beer Company was very valuable and sparked my interest in experiential marketing. I also learned how important it is to network and make connections early on.

These experiences and relationships can be really important for career growth. If I had been more proactive in these areas, I could have gained more experience and made more useful connections.

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