But does that help students prepare for their careers?

For communications students, the answer is not really.

Despite being the stepping stone into the “real world,” college is often strikingly different from it, especially for aspiring communicators. A journalism student can read about how to write a compelling article, but that’s not the same as boots-on-the-ground reporting. A marketing student can be tested on market structure, but that’s not the same as working in that market. An advertising student can learn theories of persuasion, but that’s not the same as developing a campaign for a client.

Communications is not something that can be confined to a classroom.

A multiple-choice exam isn’t going to teach an emerging professional how to manage client expectations, how to create a compelling ad, or how to form and maintain media relationships.

As a current college student reflecting on my college searching journey, I remember being drawn to Boston University because of the experiential learning opportunities it offered. BU is home to both the nation’s first-ever student-run PR firm and advertising agency (PRLab and AdLab).

Now, as a PRLab staffer, I’ve had the opportunity to participate in that experiential learning firsthand.

So what makes PRLab different from my other classes?

1) Real structure

PRLab is modeled after real public relations agencies. We have presidents who run all agency operations on a high level; directors who oversee multiple accounts and internal agency operations; supervisors who manage account teams; as well as account executives who produce deliverables and manage day-to-day client communications.

Staff members must record their hours, submit timesheets, and complete activity reports for the client and leadership. This is impactful because it gives students a deep understanding of the typical chain of command and typical operations associated with corporate and agency life.

2) Real clients

In PRLab, we have paying clients across numerous industries, including (but not limited to) food and beverage, nonprofit, and entertainment. This gives students the opportunity to dive into different industries and familiarize themselves with different scopes of work.

Each client has different expectations and goals from their contract with PRLab, allowing students to gain experience setting client expectations, conducting competitive research, managing client communications, and delivering client-ready work.

3) Real stakes

Another aspect that makes PRLab different from a classroom setting is that the work we do has a direct impact on clients. Plus, since clients are paying for the work we produce, there is extra motivation to produce high-quality deliverables, ensuring that clients receive a return on their investment.

In PRLab, we are not creating a slide deck for a hypothetical media relations plan to get a grade in a class, rather, we are creating and executing a real plan. This means that the expectation to deliver is set and that the outcome of our work matters.

These differences are also why opportunities like these matter for students.

1) They make students more competitive

In a field as crowded as communications, it can be hard to cut through the noise. From a recruiting perspective, a strong GPA can only get you so far. What is more valuable, and more rare, are students who have worked with clients and have agency experience.

With experiential learning, students have both an advantage in the job search and a jumpstart transitioning in their first roles.

2) They prepare students for professional environments

Experiential learning makes the transition from university to workplace less intimidating. When students already know how to accurately report their hours, work well in teams for prolonged periods, and produce error-free and professional-level work, the adjustment from college to career is far less jolting.

3) They create opportunities for students

Programs and experiences like PRLab also open doors outside of the college community. They offer connections with alumni, clients, peers, and faculty. These relationships all have the potential to provide value after college life, leading to mentorship, career guidance, and even job opportunities.

While typically industry experience is reserved for summer internships, places like Boston University show that experience can occur at any time of year. In communications, the most valuable lessons come from doing the work.