Brian Munoz, a photojournalist for St. Louis Public Radio, works with Hazelwood West High School rising senior Michelle Kuria on how to compose a photo of the UMSL tower. (Photo by Derik Holtmann)

Heading into her senior year at Hazelwood West High School, Michelle Kuria has thought about the idea of a possible career in marketing or public relations, so she was excited to sign up for the inaugural PR Pathways program offered in conjunction with the University of Missouri–St. Louis‘ Bridge Program in late June.

What she didn’t know was that the immersive five-day schedule would reveal at least one new love: photography. For one of the sessions, Jill Alexander, a teaching professor in the Department of Communication and Media who created the PR Pathways program, invited Brian Munoz, a photojournalist and multimedia reporter at St. Louis Public Radio, to speak to the 10-student class.

After Munoz’s presentation – showcasing newsworthy photos he has taken around St. Louis and the stories behind them – Alexander and Munoz led the students on a walk around campus, looking for opportunities to practice those photojournalism principles. The goal: Not just taking photos, but finding photos that help tell a story, whatever that might be. Jonathan Stokes, a strategic communications major who was helping with the session, asked if any of the students wanted to use Alexander’s Nikon 3300, and Kuria jumped at the chance.

As the group moved around campus, Kuria almost immediately looked like a seasoned photographer, finding unique angles and asking potential subjects for permission to take their photos. Kuria and the other students – using their phones – snapped pics of the Transform UMSL construction on the quad, in the Millennium Student Center and in the Recreation and Wellness Center.

“I didn’t know I had a passion for taking photos, but this has been really fun,” Kuria said with a big smile. “Especially with a real camera. This is the first time I’ve used one. It’s great!”

This is one of the photos taken by Michelle Kuria, a student in the PR Pathways program, showing a glimpse into the work day at the UMSL Triton Store. (Photo by Michelle Kuria)

New experiences like that are exactly what Alexander was hoping to provide with PR Pathways. She was intentional in selecting her guest speakers, finding experts who could not only help teach the students but connect with them on a personal level. On the photo tour, Munoz offered advice and answered questions, like when Shogofa Noorzad, a rising senior at Gateway STEM High School, asked about his biggest challenge early in his career as a photographer. Munoz’s answer, that he had to overcome his natural shyness to approach and interact with the photo subjects, elicited a smile of appreciation.

“It was definitely a highlight for me to watch everyone in the program discover new things about public relations, as well as new things about themselves,” said Alexander, who has over 30 years of experience as a PR professional. “It is my hope that each of these students will look for programs and courses that will help them hone their skills and find a career path that aligns with their passion. Working in a profession that matches our personality results in a satisfying career journey.”

As Alexander designed the PR Pathways curriculum with help from Stokes, two elements were essential: advice from industry experts and hands-on activities for the students to practice what they’ve learned. Stokes, editor-in-chief of UMSL’s student newspaper, The Current, for the 2024-25 school year, knows firsthand the benefit this type of program can provide. When he was in grade school, he attended a multimedia camp in Indianapolis that, he said, changed his life.

“I got to work with cameras and software I otherwise wouldn’t have been able to use,” he said. “It was eye-opening and helped steer my interests and career. With this group, we had a ton of talent, and throughout the week they got to see how college can help expand those existing skills and how they could earn a living post-graduation. It’s a wonderful thing to offer this type of exposure. It can make all the difference for someone who may need a little help finding their path.”

The PR Pathways schedule:

• Day 1: Branding, with Chris Starkey of Wells Fargo Advisors. Activity: Develop personal branding and design a logo/brand standards.
• Day 2: Media Literacy, with Melanie Johnson of KMOV First Alert 4. Activity: Build presentations on fake news in social media. “I’ve seen Melanie a lot on the news,” Kuria said. “It was really fun meeting her and seeing what she does as a journalist.”
• Day 3: Photojournalism, with Brian Munoz of St. Louis Public Radio as the guest. Activity: Take pictures around campus that tell a story.
• Day 4: Storyboarding/Storytelling, with Alia Arif and Madisyn Siebert of Weber Shandwick. Activity: Build a storyboard/video about campus.
• Day 5: KSDK tour, to observe Channel 5’s noon broadcast. The students watched from inside the control room and were given insights into the production by Sonya Potter.

PR Pathways was sponsored by the Mid-America chapter of the Public Relations Society of America, which provided funds for transportation to KSDK.

Under the guidance of Brian Munoz, PR Pathways student Mikey Wells, a rising junior at Clayton High School, takes photos of UMSL senior graphic design major Stanley Williams as he works out in the Recreation and Wellness Center. (Photo by Derik Holtmann)

Alexander said there were several ‘lightbulb’ moments throughout the week, similar to Kuria’s newfound love of photography.

“At the start of the program on Monday, I asked the students why they were participating,” Alexander said. “A number of them responded telling us that their parents signed them up. Heaven Lee, a rising Hazelwood West senior, was in this group. On Friday afternoon, after our visit with Sonya Potter at KSDK, I had a moment to talk with Heaven and asked what she thought of the week. She smiled brightly and said how much she enjoyed it.”

One of the primary goals was to offer high school students an early opportunity to look at a potential public relations career. Several of the classes Alexander teaches at UMSL include transfer students who are juniors or seniors.

“Oftentimes, this has led to students finding a career they feel passionate about too late in their academic journey to take all of the courses that will help them build the skills they need,” Alexander said.

To ensure a more intimate learning environment, the class was limited to 10 students, rising juniors or seniors, with one recent graduate. Applicants were asked questions about their interest and involvement in activities like a school yearbook, newspaper or social media. Students came from all around the St. Louis area, both on the Missouri side of the Mississippi River – Christian Brothers College High School, Clayton High School, Gateway STEM, Hazelwood West and Ladue Horton Watkins High School – and on the Illinois side – O’Fallon Township High School, Althoff Catholic High School and Belleville East High School.

“The students brought a wide range of skills to the program,” Alexander said. “Some of them had used content creation and video editing software like Adobe Express before, and some had never used any programs other than apps on their phone. They were all very interested in all of our guests. The students were interested in developing their own skills while also learning more about the career journey of each guest.”

It was also good for the students to interact with other students who might follow a similar career path.

“Seeing all these other people, it’s fun knowing there are others interested in what I’m interested in, as well,” Kuria said. “At first I thought I wanted marketing, but after talking with Jill, I’m more interested in PR specifically.”

The high school students weren’t the only ones who benefitted from the program.

“As happy as I was to see the teens learn and grow within the week, I realized that this was an opportunity for me as well,” Stokes said. “The PR Pathways guest speakers reinforced that trusting my skills, talents and the process is so much more productive than stressing myself and others out while trying to control outcomes.”