Student Connections: Meet Jenna Scull, James Madison University

PRSA Richmond sponsors a Public Relations Student Society of America (PRSSA) chapter at  James Madison University, Longwood University, Virginia Commonwealth University and Virginia State University. PRSA Richmond works with those institutions, as well as other area colleges with communications programs, to help enrich the educational experiences of those studying to enter the field.

This series will introduce the next generation of PR professionals. Interested in learning more about how you can help support students? Have a student you think should be featured? Email Sarah Murphy, PRSA Richmond Student Relations Chair, at

Name: Jenna Scull
University: James Madison University
Major: Communication Studies with a concentration in public relations
Year: Junior
PRSSA Role:  2017/2018: Chapter Delegate
2018/2019: Director of Professional Development

Q: What do you enjoy about the field of public relations?

The field of public relations is stimulating and exciting to me because it is constantly changing. I enjoy keeping up with new issues, trends and current events, especially on the international scale.

Q: Why did you decide to join PRSSA and how has the relationship been beneficial to you?

For me, the decision to join PRSSA was simple. The JMU Chapter is full of curious and driven students that are passionate about AP Style and enjoy reviewing public relations blunders of the week. Surrounding myself with this group has increased my interest in the field of public relations and has brought me many new friends!

Q: The field of public relations is constantly shifting to accommodate new trends, technology and new generations. What are some ways you think public relations will change in the coming years?

Looking toward the future, I believe the field of public relations will need to welcome in more technology such as Artificial Intelligence. In October, I was fortunate enough to attend a PRSA Richmond luncheon where speaker Michael McDougall discussed 10 trends shaping the future of visual communications. He emphasized how consumption habits are evolving and that virtual reality and AI can accommodate these ever changing habits.

Q: For those of us who are a few years removed from college, give us some insight into how students today communicate with one another and how they generally prefer to be communicated to.

Personally, I believe students today like to communicate fast and in real time. Growing up in a digital age has influenced our need for immediate news and immediate gratification. In regards to digital communication channels, JMU public relations students communicate with each other via text message, GroupMe, email, LinkedIn, Snapchat, Twitter and Instagram. Additionally, Facebook appears to be regaining its popularity amongst my generation.

Q: If you could hand-pick your dream job, what would it be and why?

As I learn more about different sectors within the public relations field, my dream job and my aspirations change. Today, my dream job would be creating and sharing meaningful messages within the food and beverage industry. I am a tremendous foodie and enjoy keeping up with the trends in this industry.

Q: How can PRSA Richmond and its members help you achieve your professional goals?

PRSA Richmond and its members can help any young professional in PRSSA by lending us their time, expertise and support. This can be done by inviting students to shadow them at their place of work, volunteering to Skype in at one of our general body meetings or helping our members transition into PRSA.

Q: Outside of PR and PRSSA, are there any other ways you’re involved on campus? What kinds of hobbies do you have?

Alongside being on the executive board for PRSSA, I am also on the executive board for JMU’s student-run PR firm, Bluestone Communications. Additionally, I am a tutor at the University Writing Center and a mentor through Big Brothers Big Sister of Rockingham County. During school breaks, I enjoy spending time with my family and playing tennis in my hometown of Yardley, Pennsylvania.

Q: Anything else we should know about you or that you would like to share?

I am on the executive board for Bluestone Communications. We are in our first semester of operation with two clients and 18 student employees. If you would like to learn more about us and our services please visit