Ad/PR Alumna Puts Research Skills to Work

Sarah Myles.

Sarah Myles, a graduate of the Advertising and Public Relations major, is putting the research skills she learned at GVSU to work in her job as a research analyst.

Myles, who was active in the GVSU Chapter of the Public Relations Society of America (PRSSA) and its student-run PR firm, GrandPR, is now working in Chicago for Edelman Berland, a division of global PR firm Edelman that provides market research for corporate, nonprofit and government clients.

She works primarily on accounts for Starbucks and Kellogg, but also assists colleagues with a variety of other projects.

“My days involve two roles under the secondary research umbrella – media monitoring and analysis,” Myles said. “I’m typically involved in the campaign strategy development (planning and goal-setting based on expected key placements, outlet authority, advocacy, visual stimuli, etc.), in addition to campaign evaluation (drafting charts and qual based on message resonance, sentiment, volume of coverage over time, coverage drivers, share of voice, etc.).”

in a typical week she will craft quarterly analyses, benchmark reports (to measure the effectiveness of PR programs), daily media monitoring reports, lit reviews, and PR media scorecards. She evaluates performance and determines white space in a number of channels, including print, broadcast, radio, blog, online outlets, Twitter, and Facebook.

“I couldn’t ask for a better position or company,” Myles said. “Edelman fosters growth and provides endless opportunities.”

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