Advertising/Public Relations - Point Park University
Total Costs: A $75.00 registration fee payable to Allegheny Intermediate Unit is due when Apprenticeship Application Page is mailed to our office.

Professionals will present the realities of advertising and public relations to students with an interest in the field and/or skills in journalism and related professions. A bit of history and discussion on the current practice will lead to some analysis of cases (successful and unsuccessful). Students will work on a campaign or a series of programs to provide advertising and public relations assistance to "a client of their choosing."

All sessions will meet on Fridays from 8:30-11:00 a.m. in 603 Academic Hall – Point Park University Street, Pittsburgh, PA 15222.

Students should take advantage of the internet to visit links to local communications organizations. Look especially to the American Marketing Association, International Association of Business Communicators and the Pittsburgh Chapters of American Advertising Federation and Public Relations Society of America.

Student Learning Objectives:
1. Develop an understanding of the realities of advertising and public relations, including integrated communications, with an emphasis on employment opportunities and higher education requirements.
2. Give students an opportunity to test/demonstrate their individual skills in advertising/PR and related professions.
3. Gain career guidance for future study and employment, mentoring, internships etc.


A bit of history and discussion on the current practice will lead to some analysis of cases (successful and unsuccessful) in both advertising and public relations, and the newer field of integrated marketing communications. Students will analyze effective and award-winning advertising campaigns, publicity programs, crisis situations, brand identity, target marketing, communications research and other topics related to the field.

Students will develop advertising and public relations materials for their own choice of organizations or products throughout the course. Students will team up in classes to create ads for products, institutions, brands, advocacy campaigns etc.

Jan. 19 Meet and greet. Define communications as a process. Discuss various elements of journalism. Discuss contemporary advertising/PR practice. Survey career aspirations.

Feb. 2 Discuss the concept of organizations defining their mission and vision as they relate to strategic planning, and how communications is an integral part of that process. Discuss the role of marketing (research and planning) in defining how products and services are valued, priced, distributed and promoted. Study and discuss the advertising strategy of defining product value, target markets' needs and wants, communications media mix and creative message strategy. Define complete communications campaign programming using the ROPE process (Research, Objectives, Programming and Evaluation). Continue discussions of advertising and PR with emphasis on research and targeting. Produce communications materials.

Feb 16 Integrated and converged media in today’s world. Informing and entertaining today’s media consumer. Campaign management with emphasis on setting objectives and creating the plan. Continue discussions of advertising/PR with emphasis on the tools of communication, value of media, repetition of messages, reinforcement of media and messages etc. Selected case studies. Produce communications materials.

March 2 The Media Today – How the media in our society have evolved into a fast-paced world of instant information and converged methods of delivery.
March 16 Potential off-site project. Discuss storytelling, the creative process, types of creative themes, interview skills, brainstorming, role of art direction, copy etc. Review creative approaches. Produce public service communications materials.

March 30 Final Class Interactive/hands-on project. Discuss campaigns. Review the interaction of advertising and PR. Produce communications materials. Continue campaign discussions. Review successful Ad/PR campaigns. Discuss individual career aspirations, education. Produce communications materials.

Students should note that these are suggested topics and any topic in the area of public relations, advertising or promotions may be included in discussions. There will be opportunities if needed for guests to visit classes to discuss individual career interests.

Robert O’Gara bio:
Bob is a professor, teaching the advertising, marketing communication and public relations courses in the Point Park University School of Communication, Pittsburgh. Bob has taught at Point Park University as an adjunct since 1982 and full-time since 1992.

Bob is a graduate of Duquesne University with a master's degree in Liberal Studies, Utica College of Syracuse University and Mohawk Valley Technical. He worked in various advertising and promotion posts for the Utica Observer Dispatch and the Syracuse Post-Standard and was trained and served as a photographer in the New York and Pennsylvania Air National Guard and U.S. Air Force.

Moving to Pittsburgh in 1967, Bob first worked as Assistant Manager of Public Relations for Pittsburgh Corning Corp. (subsidiary of PPG and Corning Glass). In 1969, Bob joined Koppers Company, Inc. (a FORTUNE 200 company) holding positions with gradually increasing responsibility in corporate and integrated marketing communications. He served as Director of the Koppers Company Foundation, public affairs, community partnerships, executive communications and media training. After the Koppers takeover Bob briefly headed corporate communications for PNC Financial Corp as senior vice president, Corporate and Public Affairs.

Bob started a communications consulting practice (advertising, public relations, and corporate writing) in 1990. Clients included Koppers and former units of that company as well as assignments for PPG Industries, Ketchum, Family Services of Western Pennsylvania, United Way and the University of Pittsburgh. That practice continued for about 10 years.
Courses Bob teaches and supervises include advertising, mass media studies and public relations with subjects ranging from strategic planning for integrated marketing communications, to cause marketing, to crisis communications. Under Bob’s direction Point Park University students are active participants in the National Student Advertising Competition sponsored by the American Advertising Federation, regarded as the highest professional development experience for future professionals in integrated marketing communications. He has taught undergraduate and graduate school and conducted professional development and mentoring with communications practitioners. He advises the Point Park student chapters of Public Relations Student Society of America and American Advertising Federation.
Broadcast Journalism - Point Park University
Total Costs: A $75.00 registration fee payable to Allegheny Intermediate Unit is due when Apprenticeship Application Page is mailed to our office.

Students will explore broadcast journalism as a career opportunity. Students will be provided with an overview of broadcast journalism by Point Park faculty, and they will also meet broadcast professionals. Visits are planned to a TV station and possibly a radio station. Students will get an opportunity to know and experience what it will take to be on air talent or work behind the scenes as a writer, producer, director, and multimedia journalist.

All sessions will meet on Fridays from 8:30 a.m. until 10:30 a.m. in Room 608 Academic Hall, Point Park University, 201 Wood Street, Pittsburgh, PA 15222.

Session 1 – Jan. 19 - (8:30-10:30am) Introduction / Multimedia Journalism skills

Session 2 – Feb. 2 - (8:30-10:30am) On-Camera Reporting Skills // Standing/Live Shots // Reporting from the News Desk w/teleprompter //// Note-taking and reporting skills

Session 3 – Feb. 16 - (8:30-10:30am) Shooting video // Understanding sequences and visual storytelling.

Session 4 – Mar 2- (8:30-10:30am) Interviewing Skills: Sit-down interviews and Man-on-the-Street (MOS) interviews

Session 5 – Mar 16 - (8:30-10:30am) Studio show production

Session 6 – Mar 30 -(8:45-10:00 am)
WQED Tour- Entire session at WQED—4802 5th Avenue, Pittsburgh, PA 15213 – in Oakland next to Central Catholic High School. (Parents may drop off and pick up students in the upper parking lot to the left of the WQED building.)

About the Instructor

Gina Catanzarite is an award-winning television producer, writer, and educator who has worked both nationally and locally in her fields since 1987. Currently, Catanzarite operates her company, Arania Productions, in Pittsburgh, Pennsylvania. She counts 9 Emmy awards, 26 Emmy nominations, a Matrix award, 2 Pennsylvania Association of Broadcasters Awards, 8 Telly Awards, and a screenwriting grant from the Theatre Association of Pennsylvania, among her many professional honors. Catanzarite writes and produces a variety of talk programs and documentaries and her
subject specialties include public affairs issues, science/health topics, education topics, and workforce development. She currently is the producer of the on-going talk show iQ:SmartParent, airing nationally on PBS; and other recent projects include the Emmy-award winning documentaries The Race to Save Pennsylvania’s Bats and Bedtime Story: The Troubling Truth About Teens & Sleep. Other documentaries for PBS include Defeating Cancer, hosted by Sharon Osbourne; and Making a Difference, hosted by Danny Glover. She also is the co-author of Lucille’s Car Clinic and Riding the AirWaves, and she is a regular contributor, judge and critic for the highly respected Parents’ Choice Foundation. Catanzarite also has been an adjunct faculty member at Point Park University in Pittsburgh since 2006, teaching a range of broadcasting writing, copywriting, and on-camera performance classes. She holds a Master’s degree for Journalism Educators from Kent State University and a B.A. in Non-Fiction Writing from the University of Pittsburgh.
Graphic Design - Point Park University
Total Costs: A $75.00 registration fee payable to Allegheny Intermediate Unit is due when Apprenticeship Application Page is mailed to our office.

This apprenticeship will serve as an introduction to the theory and practice of graphic design. Emphasis will be placed on principles and processes of graphic design, and the visual communication of ideas. Students learn the fundamentals of page layout for magazine design. Topics will include hierarchy, grid systems, color theory and typography. Upon completion of this apprenticeship, students will have produced a series of visual communication artifacts to add to their portfolios.

Sessions are on Fridays from 8:30 until 10:30 a.m. in Academic Hall 407 at Point Park University, 201 Wood Street, Pittsburgh, PA 15222.

2017 Schedule:

September 22
October 6
October 20
November 3
November 17
December 1

Robert Meyers, assistant professor of multimedia, School of Communication Point Park University. He earned a Bachelor of Fine Arts in graphic design from Bowling Green State University and an M.F.A. in graphic design from Kent State University.

Robert Meyers is the owner of Robert Meyers Design, located in Pittsburgh and Las Vegas, designer/project manager for internationally renowned designer Saul Bass in Los Angeles, art director at R & R Advertising in Las Vegas He has taught graphic design courses at California University of Pennsylvania, Rochester Institute of Technology, University of Akron and Indiana University South Bend.
His experiences have included being a creative director, designer, art director, manager and professor, working with as well as directing some of the most talented art directors and designers the field, owning a successful design firm, and being recognized with over 200 international, national, and regional awards and publications.
Meyers’ design students have been recognized internationally, nationally, and regionally with awards and publications in both professional and student competitions.
International Affairs - Allegheny Intermediate Unit
Total Costs: A $75.00 registration fee payable to Allegheny Intermediate Unit is due when Apprenticeship Application Page is mailed to our office.

Students will be exposed to various careers in international affairs and to major economic, political, and societal issues in an increasingly interdependent world. Students will improve cross-cultural skills, explore study/work abroad options, and understand college/job requirements.

All sessions take place from 9:00 a.m. until 12:30 p.m. at the Allegheny Intermediate Unit, 475 East Waterfront Drive, Homestead, PA 15120.


December 1
January 26
February 16
March 2
April 20
Journalistic Writing and Reporting - Point Park University
Total Costs: A $75.00 registration fee payable to Allegheny Intermediate Unit is due when Apprenticeship Application Page is mailed to our office.

This apprenticeship introduces students to reporting and writing skills required of journalists, no matter what media print or broadcast they work for on a daily basis. Students will learn how to report, interview, develop story sources, write and edit for a variety of journalistic writing formats. Those formats will include news, feature, opinion and analysis stories used in the profession. Students will write a news or feature article or opinion piece that will be published at the conclusion of the apprenticeship.

Sessions are on Fridays from 8:30 until 10:30 a.m. at Point Park University, 201 Wood Street, Pittsburgh, PA 15222. Room 409 Academic Hall.


September 8 - Overview and introduction to apprenticeship and journalistic writing and style.

September 22 - Reporting and interviewing. Explanation of how journalists develop sources and collect information. Interviewing and reporting exercise.

October 6 - News and feature writing: the difference between these two major forms of journalistic writing. Discussion begins on student work due at the end of the apprenticeship.

October 20 - Opinion writing. Discussion of the three types of opinion writing: editorials, reviews and columns

November 3 - First article drafts due. Point Park HS Media Day.

November 17 - Final article drafts due. Discussion of editing process and apprenticeship conclusion.

Instructor Bio: Helen Fallon has served as the Honors Program director at Point Park University since 2009. Prior to that she helped create and found its School of Communication, serving as acting dean in its initial year of operation, 2008-2009. Before assuming that position, Fallon was chair of the university’s Journalism and Mass Communication Department for nine years. She started teaching full time at the private liberal arts college in 1986 after working for 11 years in the field as a reporter, copy editor and editor for three Western Pennsylvania newspapers and a brief stint in health-care public relations.

In addition to her teaching, Fallon continues to work as a part-time copy editor at the Pittsburgh Post-Gazette, a position she has held since 1987.

She actively supports high school journalism education and has given or led many workshops and lectures to high school journalism students and their teachers throughout her teaching career.
Writing for Publication - Allegheny Intermediate Unit
Total Costs: A $75.00 registration fee payable to Allegheny Intermediate Unit is due when Apprenticeship Application Page is mailed to our office.

Drawing on life experience and insight, writers reach audiences through well crafted words fueled by lessons learned. Nonfiction/fiction/script writing in this workshop series will focus on the kind of personal essays/poetry/short stories/drama published in magazines and literary journals. Working in the writer’s workshop format, the end product lends itself to submitting writing for publication and entering writing contests. The majority of participants in the past have enjoyed seeing their writing published and/or honored in well-respected local and national competitions.

All sessions meet at the Allegheny Intermediate Unit in the Waterfront (475 East Waterfront Drive, Homestead, PA 15120), 10am-2pm


October 10
November 8
December 6
January 16