What Working in Admissions Has Taught Me About Public Relations

I have always loved questions. Asking too many of them, overexplaining my answers, and being genuinely curious about the people and things around me have always been part of who I am. I look forward to finding out more about the story behind the story, the reasoning behind a decision, and inquiring on the little details that might go otherwise unnoticed. I’ve come to realize that curiosity is more than a personality trait, but one of the most important, and untalked about, skills in public relations.

Over the summer, I had the opportunity to work full-time at Boston University's Undergraduate Admissions Visitors Center. While the classroom has taught me several technical and strategic skills, my experience in admissions gave me an entirely different perspective on what it means to be an effective communicator. On a day-to-day basis, my job involved connecting with prospective students and their families by answering questions, leading campus tours, speaking in front of large audiences.

Interestingly, I found myself thinking about questions more than ever. Half of my day was spent answering and asking questions for the purpose of conveying the “right” story about Boston University. Why did I choose a school in Boston over sunny, paradisiacal California? What might a student want to learn about my experience, and how can that help them make a decision that sends them off on a trajectory for the rest of their lives? How can I explain something in a way that strikes a cord with this specific audience? Perhaps, most importantly, what makes someone walk away from an interaction feeling heard, understood, and excited?

Although they may seem distant, admissions and public relations are deeply connected. My summer in admissions taught me that being a good communicator isn't necessarily about having every answer ready. Here are some questions that working in admissions has taught me to implement into my practice of PR.

1. Who am I talking to?

   Before answering a question, I examine who is asking it in the first place. A high school senior visiting BU for the first time had very different concerns from a parent trying to understand the logistics of supporting an education, and more so, their child moving away from home. Answering a question about “Why BU?” can sound different facing a student compared to facing a student. You must ask yourself who your audience is, what they care about, and what important information you can share with them in order to satisfy their wandering curiosity.
   

2. What are they really asking? Dealing with “difficult” questions was a large part of working in admissions. Whether it was a question about tuition, campus safety, academic rigor, or something I simply didn't know the answer to, I quickly learned that not every question has a straightforward response. More importantly, I learned that the question someone asks isn't always the question they are actually trying to have answered. My favorite question I was asked consistently was “What is something you wish you could change about BU?” The first few times I was asked this, I found myself scrambling to come up with an answer that was both honest and appropriate. After all, I was representing the university, and I wanted prospective students to leave with a positive impression. However, as the summer went on, I realized that these questions were often less about finding something wrong with BU and more about understanding what the student’s experience might actually look like. Rather than trying to give the most polished answer, I learned to embrace the opportunity to be genuine, share my honest thoughts, while steering the conversation back to the love I have for the school. I started the summer thinking my job was to answer questions, and left realizing that asking them, listening to them, and understanding the intention behind them can be just as important. As I continue developing my skills in public relations, I hope to carry this curiosity into every opportunity, client relationship, and campaign moving forward.