As she prepares to receive her Integrated Marketing Communications graduate degree from West Virginia University, Elaina Williams reflects on how her time at WVU has shaped her — both personally and professionally. With a background in Public Relations and a passion for modern communications, Williams’ journey has been one of growth, self-discovery and a deeper understanding of the ever-evolving world of marketing.
In life, I often have to remind myself to slow down, take my time, and fully experience each moment Elaina Williams
Williams remembers as a lesson she learned from Dr. Geah Pressgrove, fondly calling her Dr. P. “I initially approached PR Concepts and Strategy, assuming it would be a breeze because of my background in Public Relations. However, it quickly became one of my more challenging classes — partly because it was during the summer accelerated semester, leaving me with less time to absorb the material and partly because it required a much deeper understanding of the subject than I expected. Balancing the demanding course with full-time work left me rushing through assignments and leaving out the thoughtfulness and intention.”
As Williams embarks on her professional journey, she offers advice to incoming students: “By enrolling in higher education, you have chosen to invest in yourself, so it's important to continue this investment. To succeed in college, it's important to dedicate time to thoroughly understanding the material and making the most of your learning experience. The IMC degree demands time, effort, strategic thinking, and intention—qualities that are also important in the communications field. So, don't just do the work to pass your classes; approach your studies with the same commitment you’ve shown in pursuing this degree and invest time into making the most of it! It’s worth it, and you’ll enjoy it!”
Williams chose WVU's IMC program because it recognized the growing importance of omnichannel marketing. "I admired that academia was beginning to offer degree programs focused on this area," she explains. Witnessing the shift from traditional PR to modern communications, she sought to equip herself with the skills to navigate this evolving landscape.
Her favorite course, Audience Insight, delved into the psychology of consumer behavior and its application to marketing. "It was incredibly insightful to examine the types of thoughts, feelings and personal experiences that influence purchasing decisions," Williams says.
Williams, a Fall 2024 graduate of the Integrated Marketing Communications master’s degree, is the Account Executive at Edleman Public Relations and Marketing Firm. She currently lives in Houston, TX, but is originally from Tallahasse, FL.
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