Man In Black

A male's perspective in a female-dominated PRoffesion.

Let the Campaigns Begin: PR students use SCVNGR to promote Baton Rouge Area

When envisioning the PR industry, many may conjure up images of beautiful women clad in all black frantically working behind the scenes of the latest premiere event.

Blame them.

However, three minutes in Dr. Jensen Moore’s PR writing class will easily debunk the common misconception. It’s much more than glamorous events. Public relations requires a variety of skills, creativity, passion and work ethic. And we’re made to showcase these qualities on a daily basis.

Since our specific MC 4001 course is part of the service-learning curriculum, we have the opportunity of gaining real world experience in the PR field. Our teacher was the sole recipient of a grant to use SCVNGR, making my peers and I the first and only students in America to access the app for free. In turn, we will be working with the Baton Rouge Chambers (BRAC) to use the SCVNGR app as a promotional tool for the city. Exciting, right?

Before I get into exactly what we’re doing, I’ll tell you a little more about who we’ll be working with.


BRAC is a non-profit organization aiming to ensure a prospering economy in the nine-parish Baton Rouge area. The entity’s latest effort includes branding Southern Louisiana as the “creative capitol of the south,” which highlights innovation and creativity in the region.



SCVNGR is geo-location based mobile application that enlists users to visit different locations and complete challenges to earned points. Earned points allow users to unlock badges and receive real-life rewards. BRAC plans to use the application to attract former and current residents to Baton Rouge while boosting the economy.

Now, this is where service learning comes into play. Our class has been divided into four different teams or “agencies” and given a specific area of Baton Rouge to promote. My agency is called Bengal Communications and we’re responsible for getting residents to travel in between different parishes and experience what each has to offer.

Our agency's logo

Our agency’s logo

I serve as the strategy director alongside Allie Jarreau. We are responsible for leading the promotional and conceptual aspects of our campaign as well as developing a communication plan. Other members of my team include Emily Herrington, design director, Julie Barrios, writing director and Caroline Darwin, account liaison.

I am more than confident in our ability to make an impact in our community and end this campaign with happy client! I look forward to the future.

Until next time,

Man in Black

4 comments on “Let the Campaigns Begin: PR students use SCVNGR to promote Baton Rouge Area

  1. alexandrafish00
    March 4, 2013


    You’re definitely right when you say that PR is a female-dominated profession. Just take a look at the character of Samantha Jones on Sex and the City – she paints such a lavish picture of the profession, making it seem more like lifestyle rather than a career. Not to say that PR professionals can’t reap sweet rewards, but they have to do way more than their fair share of work. We’re learning now that you can’t just sit back and wait for opportunity to come find you. You have to get out there and network your heart out so that you can take advantage of opportunities, or even create your own. Hard work isn’t sexist – it pays off eventually, no matter who you are.

    I find it interesting that you feel driven to follow such a career – not to say I find it strange that a guy wants to pursue PR, just that as you know it isn’t common for most guys. In fact, I’d find it refreshing to see your take on things. I admire that you are able to look past the glamorous picture that TV shows have give the world about the PR sphere. I don’t believe that the skills, creativity, passion, and work ethic you describe as PR necessities solely belong to women. The PR world is one where there is an immeasurable amount of opportunity for anyone who dares to try and work for it.

    I believe you might even have an advantage coming into this field. You might have an edge that a company hasn’t been able to find among its female applicants. In a room where all the women are wearing white, you’ll stand out – why?

    Because you’re the Man in Black.

    I wish you the best of luck.


    Twitter: @missalexfish

    • David Jones
      March 4, 2013

      Thanks for the encouraging words, Alex! I agree wholeheartedly that the PR field is open to anyone who has the passion and drive to work in the industry. While certain areas in PR may be female-dominated, there’s ample room for everyone!

  2. baileybigler
    March 4, 2013

    When I read the title of your blog, I knew automatically that it was going to be good because it just seemed different. Our whole class and almost every one of my PR classes is full of girls. First of all, your page was seriously anonymous. All I knew you by was “Man in Black,” which I loved.

    I literally laughed out loud at the beginning of this blog post because of your first sentence, “When envisioning the PR industry…” with the picture of the main stars of The Hills because I thought it was so true! This industry is stereotyped because of reality television, but people really don’t know what it is like to be in the PR industry.

    One example I thought of was the show I used to watch on Bravo, Kell on Earth, with Kelly Cutrone. It is a perfect example of the view of this female-dominated industry. Even if they do display males, they are played out to be metro and display very feminine traits.

    When you said that public relations requires a variety of skills, creativity, passion and work ethic and we have to display these traits on an everyday basis, I seriously wanted to yell “PREACH IT!” I’m serious.

    I really believe that you being one of the only males in the field, could definitely work at your advantage. Every issue needs different perspectives and view points, and just like you spoke about the stereotype, you display it a new image and taste.

    I wish you the best of luck in the future David.

    -Bailey Bigler

    Twitter: @BaileyBigler_

  3. Pingback: Social responsibility, civic engagement and stewardship: What do they mean and why should a PR person care? | Man In Black

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