How Alice PR Put Our Learning to the Test

When I made the switch from Communication Studies to Public Relations, I knew instantly I had found my niche. I felt a real click- like school was preparing me for the career I actually wanted. Our visit to Alice PR confirmed not only that public relations is my professional calling but also that I have the skills to thrive in the field. 

Alice PR is a small but mighty public relations agency with a core staff of just 13. They’ve produced campaigns that spark conversations, shift public attitudes, and influence national policy- on issues ranging from climate action and social integration to children’s rights, employment opportunities, LGBTQ+ rights, and health awareness. Beyond client work, they run their own initiatives, including Alice Asks, an event series open to clients and friends of the company featuring expert speakers sharing insight on the profession, and Academy for Activists, a bootcamp for aspiring activists.  Their work proves that a small team can make a big impact.  

The highlight of our visit was an exercise led by Emma Walsh, one of Alice’s client directors. She divided us into teams, assigned each group a client brief, and challenged us to develop short-, medium-, and long-term campaigns. The briefs included background information, objectives, and an assigned target audience.  

Thanks to our coursework, I knew exactly how to approach the challenge: by staying authentic to our client’s brand, selecting the right formats and media, and tailoring messages to resonate with our specific audience. Each group’s pitch was unique and professional, and creative, and Emma was impressed! She revealed that Alice had been assigned very similar clients and very similar briefs to the ones we received, which meant that we had just done the work of real PR professionals.  

Every exercise, discussion, and outing in this class reminds me why I chose this field and how prepared I am to enter it. The practice pitches were more than an assignment; they were a test of everything we’ve been learning. Having the opportunity to apply my knowledge reinforced my skills, boosted my confidence, and confirmed what I already knew: I have a place in PR.  

-Ila van Schaik