The Public Relations Director is a standard officer title in most clubs at Arcadia High School (AHS). While that mirrors the real-world workplace trend of the modern job market, some may be left confused about the meaning behind the term “public relations”. The job can be defined as the monitoring of the interaction between a company and the economy and customers in terms of public opinion and communications. However, with AHS clubs, this job has become synonymous with the title “media manager”. 

Internet media is the most prevalent form of outreach communication in 2022. The most technology-oriented generation is growing up and going through school, leading to a stronger integration of media in schools. 

Though the curriculum may not involve its use yet, AHS clubs use social media extensively for many club purposes, like informing members of updates and important dates and reminders. This uptake in use necessitates a designated social media manager on the officer team of most clubs, who is tasked with public relations. 

“Communication through Instagram and Facebook is key for club outreach,” said AHS sophomore Trinity Ko, a Hope Can Cure Cancer PR Officer. 

Junior and ASB Publicity Commissioner Addison Kwan added to this explanation of social media as a tool for her organization. 

“I’m currently serving as Publicity Commissioner,” she said. “With this position, my role is to promote and publicize events within our school and community held by ASB, which I do largely through social media.” 

“I manage our Instagram page and oversee all physical and digital publicizing within the student body, so I can really see how well the digital side of things works in reaching people,” said Kwan. 

She understates the massive reach her online efforts have. One TikTok she was responsible for posting to the ASB page from the Homecoming football game has almost 150,000 likes. Generally speaking about social media use in public communication, Kwan calls the work “very rewarding,” as she can see her peers “get excited to participate and show off their spirit.”

For the PR officer of the AHS campus club called Arcadia Amnesty International, sophomore Jackie Aguilar, having an active social media account is “essential to running a club” since it “keeps members informed and updated, and spreads word of the club around campus.”

“I use social media as a way to reach out to members and answer any questions they may have, as well as share information related to our mission as a human rights club,” said Aguilar.

It’s very clear that these groups lean heavily on platforms like Instagram, TikTok, and Facebook to reach students, and the reason why is evident. Obviously, each group has gained great marketing success through their use of social media accounts, proving the benefits of the PR officers’ dalliance in the venture.

This confluence of goals is why the PR representative and social media manager positions in AHS clubs are often merged, showing a clear reflection of real-world influences. Public relations is done through social media increasingly often, and most effectively, as society moves through the digital age. Kwan emphasizes this idea and her interest in its possibilities. 

“I’m very passionate about outreach through social media, as we’re able to reach not only people within Arcadia but also those at other schools,” Kwan stated. 

“Our social media presence boosts school spirit, as students enjoy getting featured and contributing to how our school is represented online.”