Spring 2022

In celebration of the 50th anniversary of UNF, the School of Communication looks back at its history and accomplishments. Part one of this two-part series focuses on the first quarter century of the communication program. Want to share your memories of UNF and the communication program when you were a student? Post on social media using #UNFComm50.

Some of the first communication students, from the 1970s, include (from left to right) Stephanie McLain, Patti Levine-Brown, Drew Brunson, Burt Jordan, Cecilla Frere, Rick Logan and Mike Harold. 

When retired U.S. Naval Reserve commander Bill Roach came to teach at UNF in 1973, only two communication courses were offered. The university’s first request of him was to establish a communication program in what was then the Department of Language and Literature. He would need plenty of military discipline to succeed. It took almost nine years for the state of Florida to allow UNF to create a communication major.

By the time the Bachelor of Arts degree in Communications was offered in 1983, Roach had built an award-winning program. His background in military public affairs helped him guide students in his advanced public relations course to winning a Silver Anvil award, which is the top prize for PR professionals from the Public Relations Society of America. The award, which no student group had won previously, was for the students’ work on the City of Jacksonville’s “Keep Jacksonville Beautiful” campaign. They also won a national award from Keep America Beautiful, Inc.

 Professor Bill Roach (fifth from left) celebrates with his award-winning PR students.

Roach also founded student journalism at UNF. The newspaper he created, called the Halyard, eventually became the Spinnaker.

In 1988, the communication program left the Department of Language and Literature and became part of the new Department of Communications and Visual Arts (CVA), which encompassed journalism, broadcasting, public relations, and advertising, as well as photography, graphic design, art history, painting, and sculpture. By 1990, the department was the largest unit in the College of Arts and Sciences.

Despite its size, CVA did not always get the respect or resources it deserved. When Marcia Ladendorff began teaching broadcast production in 1993, she was stunned to find no money had been allocated for TV lights. Dr. Bob Bohle said that when he arrived in 1995 to become department chair, the TV studio had “hand-me-down studio cameras” from a local news outlet, and “the control room was held together with duct tape and prayer.” Bohle eventually secured $100,000 from then-President Adam Herbert for equipment upgrades.

Current faculty who were communication students during UNF's first 25 years recall a very different campus and surrounding area. Stephanie McLain, class of 1977, said "there were only a handful of buildings, and everyone was a commuter student since there were no dorms on campus. The Town Center was a cow pasture, I-295 did not exist, Butler Boulevard ended at St. Johns Bluff. And it was a toll road."

Ken Thomas, class of 1987, remembers that UNF didn't issue student IDs. "We had to carry around the paper printout of our class schedule to prove we were a student," he said. Frank Goodin, class of 1993, said, "my chief memory about the broadcasting track was simply how small it was. There were so few in my track that in a way it felt special."

Frank Goodin, now the coordinator of the digital video production concentration in the School of Communication, also enjoyed making films as a student.

By the late 1990s, the big challenge was finding a building that could house all of CVA’s faculty and classes, which were scattered across campus in buildings 2, 3, 9 and 11, as well as in portables on the far side of campus. Dr. Oscar Patterson, who took over as department chair in 1998, helped managed CVA’s move to the Fine Arts Center, which was still being constructed when he arrived. He said he  fondly remembers “canoe races across the pond near the Boathouse” back then. “It was an exciting time at the university.”

Visiting Instructor, Public Relations

 Students at the session on combating misinformation listened to representatives from the Jacksonville Business Journal, WJXT, TEGNA and WAPE-FM.

After the COVID-19 pandemic forced the School of Communication to hold a virtual Media Week in 2020, the 2021 event eased back into some normalcy with a hybrid event that offered some in-person activities and some virtual options held on Zoom during Oct. 25-28.

Online events included a diversity panel that tackled the issue of how organizations interpret, initiate and communicate diversity and inclusion. Members of the alumni panel offered advice for future grads on preparing for interviews and the current work environment. Many panels, such as the public relations breakout, included professionals located in and outside of Jacksonville. The online format allowed professionals to participate from as far away as Indiana and Atlanta.

On-campus events included the multimedia journalism breakout, which dealt with the tough topics of misinformation and disinformation regarding COVID-19, vaccinations and safety measures. The session proved popular with students from all the various areas of study. The in-person digital video production and advertising breakouts featured professionals from those areas of study and were well attended.

Lunch with the professionals, held once again on the Wednesday of Media Week in the Talon Room, was a socially distanced affair. Rather than having the normal 30 or so professionals and around 70 students, invitations were limited to 10 professionals representing advertising, digital video production, multimedia journalism and public relations. Student registration was limited to five students from each concentration, which allowed for more dedicated and detailed conversation between the professional mentors and our students.

Dr. John Parmelee welcomes students and media professionals to a socially distanced version of the Meet the Mentors Luncheon.

In all, approximately 175 students and 29 professionals participated in the week’s various sessions. The hybrid experience allowed the School of Communication to provide more options for students and professionals who felt more comfortable in an online or distanced environment while also allowing for several in-person experiences for those who were ready to meet face-to-face once again. More details are on the Media Week 2021 website.

By Alex Wilson
Class of 2018

Mike, tell us a little about yourself.

My name’s Mike Bridge, and I graduated from UNF with a Bachelor of Communication with a focus in Advertising in 2012. I was born and raised here in Jacksonville and feel extremely lucky to call this my home.

What did you like most about your experience at UNF, academically and otherwise?

There are many aspects of my UNF experience I fondly look back on. One of the first things that comes to mind is the overall growth the campus experienced during my tenure as a student. The college I graduated from in 2012 looked vastly different from the college I began my first semester. I’m also very happy I was able to partake in UNF campus life through the Greek system. Sigma Chi allowed me to meet many friends I keep in touch with to this day!

What industry related experiences did you participate in as a student? How did they influence your professional path after graduation?

Some of the most influential aspects of my college experience within the industry was participating in local groups, like AAF or PRSSA. The ADDY Awards were some of the coolest shows to attend when I was in school. It was so empowering to see some of the talent Jacksonville had to offer when you are at such a fundamental moment in your career.

Tell us about your current job and the work you do.

I’ve just recently taken a promotion, and now serve as the Director of Creative Services for sister companies Money Pages and 3D Digital. Money Pages is known for its monthly direct mail magazine, which at its essence aims to help local businesses grow. 3D Digital offers a wide array of digital marketing services, such as video production, web design, targeted display, search engine marketing, and much more. As the Director of Creative Services, I manage a team of powerful creatives.

What do you enjoy most about your work?

Coming from the project management side of the advertising agency, I’ve always loved watching creative projects start as a spoken concept in an onboarding meeting to then seeing it come to life as the project life cycle moves toward its end. In my new role, I’ve really discovered a passion for managing a team. I thoroughly like hearing about what people are struggling with during their day and helping them solve it, and on the flip side, I love to hear those changes I’ve implemented have made someone’s job better.

In what ways did UNF help prepare you for the work you do?

UNF has served as such a big part of my professional development. The lessons I learned in my curriculum really laid the foundation of my marketing and advertising knowledge. One of my favorite courses taken at UNF was Advertising Campaigns. That class truly gives you insight as to how the advertising agency world works and operates, and the different roles you will encounter within every firm.

What has been your proudest professional accomplishment so far?

One of the accomplishments I’m most proud of is receiving my Project Management Professional (PMP) certification. I had to really be committed for multiple months as I studied and prepared to sit through this 4-hour examination. Many days, I was waking up at 5 a.m. to study for a couple hours before getting ready for a full day in the office. When you’ve been out of school as long as I had, it was quite the adjustment to channel my inner student again. Ultimately, it just really showed me that I can do anything with a little self-determination.

What is your favorite UNF memory?

OK, now this is a loaded question. I genuinely cannot pick my favorite memory at UNF as I loved my entire journey. I don’t think of it as a list of singular memories but in its totality. From starting out walking into my college writing class as a freshman to walking the stage at graduation, it was all such an incredible experience. I made lifelong friends through my fraternity and developed a lot of skills that I use to this day. 

By Diane Matuschka 
Instructor, Communication Studies

Several presentations at Social Media Expo JAX were done remotely, such as a discussion of marketing strategy by Jennifer Garavaglia of the Jacksonville Jaguars.

After taking a year off due to the pandemic, Social Media Expo JAX held its second-annual event in October in a hybrid format. The interactive learning and networking experience featured keynote presentations, panels, and workshops from digital and social media experts. The audience participating in this conference included industry professionals and agencies in social media marketing and management, content creation, entrepreneurship, business leadership, online advertising, and digital branding. UNF staff, faculty and students also attended.

Workshops included “ Social Media Marketing Funnels,” with Jonathan Milligan, owner of Market Your Message; “Creating & Maintaining Your Social Media Policy,” with Jennifer Radke, CEO of the National Institute for Social Media; and “Social Media for Entrepreneurs,” with Jay Owen, owner of Business Builders. Keynote presentations included “The Digital Side of the NFL Marketing,” with Jennifer Garavaglia, digital marketing manager for the Jacksonville Jaguars.

Social Media Expo JAX is the brainchild of Communication Studies professor Dr. Margaret Stewart, a certified social media strategist and trainer for the National Institute for Social Media, and Erin Gordon, a class of 2007 School of Communication graduate with a focus in advertising and the CEO and partner of the Fisher Agency in Jacksonville.

Social Media Expo JAX 2022 will be held on Oct. 14. The vision for 2022 and beyond is to continue with an annual event and focus marketing efforts towards a wider audience by increasing local and regional participation and committing to ongoing development to create a national imprint for the conference in time.

More information can be found on the Social Media Expo JAX website. 

This is part one of a three-part series exploring what School of Communication alumni are up to and what advice they have for current students. These short videos are the brainchild of Dr. Nataliya Roman and her MMC 4930-Content Creation Tools students.

Henna Bakshi is a writer and producer for HLN and CNN. She graduated from UNF in 2014 with a bachelor's degree in communication and a concentration in multimedia journalism and production. In this video, she explains what her job entails and what a day in her role looks like. Lauren Sapp interviewed Henna via Zoom. B-roll is courtesy of Henna. Video link: https://www.facebook.com/unfcomm/videos/428383208999216.

 Brooks Baptiste, class of 2017, works in Atlanta as a multimedia journalist and anchor for the morning TV show at CBS 46. Brooks majored in multimedia journalism at UNF. He started his TV career here in Jacksonville at First Coast News while still in school. Brooks worked as an associate producer at first, and then he quickly moved to become an anchor and reporter. Jacksonville residents might still remember his popular TV segment “The Buzz” on Good Morning Jacksonville. Magduline Bakor interviewed Brooks via Zoom. B-roll is courtesy of Brooks. Video link: https://www.facebook.com/unfcomm/videos/268295885348597.

Kari Davidson is a client partnership manager at Adjective and Co. in Jacksonville Beach. Kari graduated UNF in 2018 with a degree in advertising. Emily Gibbs met with Kari in Jacksonville. Video link: https://www.facebook.com/unfcomm/videos/293533472545084.

Robert Davis talks about his work as a senior product editor at The Washington Post. Robert graduated UNF in 2002. Serena Legg interviewed Robert via Zoom. Video link: https://www.facebook.com/unfcomm/videos/257604302979674.

Paola Lorenzo is a media specialist at the City of Jacksonville Division of Sports and Entertainment. Paola graduated in 2018 with a major concentration in public relations. Michelle Kidder interviewed Paola. Video link: https://www.facebook.com/unfcomm/videos/405775447906595.

Attending college is hard enough with the stress of classes, working and struggling with finances. The School of Communication offers a variety of scholarships to help students manage their college career. Here is a list of our recent scholarship recipients and why these scholarships are important to them. If you are interested in creating a scholarship, please contact the school’s director, or you can visit our donation website.  William Crockett -- COAS Communication Scholarship
“One of my great inspirations in the field of public relations is Lee Iacocca. He came from humble beginnings and is the man behind the indisputably successful launch of the Ford Mustang. My father, a master plumber and small-business owner, has always urged me to work 'smarter and harder.' In saying this, he means to convey that intelligence can only get you so far if you lack a dedicated work ethic and practical sense. I do not come from a wealthy family; therefore, the mantra of working 'smarter and harder' has manifested itself in my life. This communication scholarship will undoubtedly aid my pursuit of higher education here at UNF by allowing me to graduate debt-free and jumpstart my career in public relations.”  

Johanny Jean-Francois – The Garrison Family Communication Scholarship
“Being a two-time recipient of the Garrison Family Communication Scholarship is not something I take lightly. I do not take it for granted at all. For most of my life, I have had to work hard to achieve my goals. Whether it be academic or financially. I did not rely on my parents for much in terms of money, but that was okay. Last fall was the first time I ever found out I got the scholarship, and it was my first ever. I was so excited and to my surprise and absolute gratitude, I received it again this fall term! What this means is that someone or some people saw my potential and gave me a chance to really pursue my dreams. My time at UNF was one to truly remember especially since I had no idea how I was going to get to my goal of being a videographer (at the time, UNF did not have a video production major). In my short three years I wrote, shot and directed a short film; wrote a 95-page film script; shot and edited a beautiful wedding; and let’s not forget to mention, I am an experienced creative and news producer/anchor. I leave UNF knowing that someone believed in me just as much as I believed in myself. And with that, I want to give the biggest THANK YOU!”

Kaleb Lawrence – The Garrison Family Communication Scholarship
“To me, receiving this scholarship means being able to reach new plateaus in academia with the confidence that there are people who are invested in me. Receiving this scholarship also means me doing my best in my classes to achieve my goals! Many thanks to the Garrison family for investing in my future!”

Kiley Nash – Steve J. Borowiec Memorial Scholarship
“Receiving this scholarship has helped me to continue my education but also to increase my gratitude while pursuing it. I am already grateful to have the opportunity to pursue a degree in what I love, and knowing that there are people around me, cheering me on and supporting my education financially is incredible. I feel in no way deserving of how God has continued to provide for my education, and receiving this scholarship helped me remember that He will always provide. I am honored to be one of the Steve J. Borowiec Memorial Scholarship winners and will continue to let my education reflect my gratitude.”

Alondra-Soledad Vega – Steve J. Borowiec Memorial Scholarship
“Hello, my name is Alondra and I received the Steve J. Borowiec Memorial Scholarship this year. This scholarship has helped me focus more on my education and worry less about how I’m going to pay for school. I am a first-generation student, and it has been quite stressful trying to figure out how college works. Getting this scholarship has been the main focus on my mind so I can keep furthering my education. I am currently double majoring in communication and political science. This scholarship is going to help me reach my goal of graduating from UNF in spring 2023. Go Ospreys!"

Dr. Christa Arnold was awarded the UNF Mid-Career Faculty Research Release Award for the fall 2022 semester.

Dr. Christa Arnold and Dr. Margaret Stewart were awarded a Research Enhancement Plan Grant through the Office of Research and Sponsored Programs and College of Arts and Sciences at UNF.

Dr. Christa Arnold and Dr. Margaret Stewart had “Bridging the Gap for Online Deception Detection: Uncovering Methodology to Identify Deceptive Content in Mediated Communication” accepted for presentation at the International Crisis & Risk Communication Conference in Orlando. Their research on mediated deception detection was also accepted at the Florida Digital Humanities Consortium in St. Augustine.

Dr. Carolynn McMahan was awarded a nine-month sabbatical by the UNF College of Arts and Sciences to further her research agenda in strategic brand marketing and corporate social responsibility.

Dr. John Parmelee, Dr. Stephynie Perkins and Dr. Berrin Beasley published “Personalization of Politicians on Instagram: What Generation Z Wants to See in Political Posts,” in Information, Communication & Society.  An earlier version of the research was also accepted for presentation at the International Communication Association conference in Paris.

There are eight great ways to stay connected with the School of Communication:

1. Join the School's Professional Advisory Board.

   The board helps us make sure we are getting students prepared for the current media environment. If you have risen to a position of leadership at a news organization, PR firm, advertising agency or other media outlet, please contact the school's director, John Parmelee. Even if you don't want to be on the board, feel free to email the director with any advice on making the curriculum better.

2. Join the School's Alumni Association.

   This is a great chance to interact with fellow communication alumni and current students. To join, please contact the School's Alumni Association, mention your interest in joining, and please include your name, contact information, year of graduation and track. Also, all communication alumni are invited to be a part of the conversation on Facebook. This is the "go to" spot for UNF communication alumni. The Facebook group includes information about alumni social events, recently posted communication jobs, tech tips, departmental news, and pictures/video from school events such as Media Week. In addition, communication faculty members have joined the group, so you can connect with your old professors. Here's how to join the alumni Facebook group: Search for UNF communication alumni and ask to join.

3. Let faculty know how you're doing.

   Below is a link that lists faculty and their email addresses. Faculty love to hear what their former students are up to and are always happy to offer advice.

4. Participate in the Internship + Job Fair.

   Every spring, representatives from companies such as WJXT, The Florida Times-Union, United Way and Mayo Clinic meet with communication students to discuss upcoming internships and jobs. If you are a leader at a company that is looking for interns to do advertising, public relations, journalism or production, please contact professor Bobbi Doggett to participate.

5. Be a guest speaker or mentor to our students.

   Your expertise in advertising, public relations, journalism or production could be a real benefit to current students. We are always looking for guest speakers to come to communication classes. A good time to do this is during the fall semester when the school hosts Media Week, an opportunity for media professionals to speak with students and faculty about the media landscape. Contact John Parmelee for more information. If you want to mentor our students, please fill out a profile on our mentoring website.

6. Contribute to Alumni Notes.

   This is your chance to let faculty and fellow alumni know of any big career or personal changes in your life. Also, consider contributing a 300- to 500-word piece on which professors made the biggest impact on your career. Submissions will be published in the alumni newsletter. Contact John Parmelee to submit.

7. Donate to the School.

   Even a small gift can help us enhance our facilities, academics and recruiting of top-quality students and faculty. To contribute, please go to our website.

8. Join us on Twitter, Facebook and Instagram.