The LAGRANT Foundation Scholarship | John Holiday Stewart


This fall I will begin my second year of graduate level studies as a member of the Branding + Integrated Communications program. After several years, I decided that it was time to reset my career. The only option that came to mind was entering Public Relations (my undergraduate major). Diversity and inclusion is a major factor in the current world of communications. As a minority, I want to take advantage of any opportunity possible to assist in my pursuit of completing my studies and moving into the professional world of Public Relations. A major step was applying for and being awarded the 2019 LAGRANT Foundation Scholarship. Over a three-day period, I had the honor of attending 2019 Scholarship and Donor Recognition Ceremonies at the Cincinnati, Ohio headquarters of Proctor & Gamble. Led by key leaders from the LAGRANT Foundation, Proctor & Gamble and Citizen Relations. Career building and networking were the focuses of the event. 


Day #1 consisted of a Welcome Dinner and Q&A Session, featuring Chandra Hayslett, Communications Director at The Center for Constitutional Rights. It was a lively conversation covering her career in the field of communications (beginning as a journalist and evolving into a communications professional), tips for successful networking and the importance of diversity and inclusion in the field of communications today. A phrase that Ms. Hayslett said during the Q&A that resonated with me was,
Be open to exploring new areas. You never know what opportunity from arise from an unexpected place.

 Day #2 consisted of sessions and networking led by professionals from Proctor & Gamble. We received a glimpse inside the world of P&G. One of the main topics covered was key tips for brand building in a polarized world. P&G builds campaigns for their products, abiding by the P&G Citizenship Agenda. The company believes that ethics, corporate responsibility, community impact, diversity & inclusion, gender equality and environmental sustainability are core believes of P&G. They ensure that their products and the campaigns that promote them adhere to these values. We examined previous campaigns for Secret deodorant and Gillette to show how P&G used the Citizenship Agenda to promote the products and how they work with the community at large. Another session topic covered the use of influencers as a tool for reaching a larger segment of your consumer base. You must ensure that the relationship between the brand and the influencer makes sense. They must believe in the core values of the brand. Key takeaways from the P&G sessions were: Become a student of storytelling, ask for help, become a sponge for feedback, and know your boundaries so that you remain true to yourself.

Day #3 consisted of sessions and networking led by professionals from P&G partner, Citizen Relations, a global agency headquartered in New York. In addition to a continued focus on diversity and inclusion, one of the main topics for day three was the use of influencers. When choosing to collaborate with an influencer, you need to vet them to ensure the relationship is positive for the brand.  Kim Stohl, Vice President of Citizen’s NY Office said it best,
The influencer needs to be authentic, not someone who “buys” their followers. In addition, you have to know that the influencer and your audience will connect, otherwise the partnership will not be a success.  
The message has to be correct or your attempt of growing your client base can easily turn into a crisis communication situation. The perfect example of missing the mark regarding the message and influencer that we examined was the controversial Pepsi commercial, featuring Kendall Jenner.


My experience at The LAGRANT Foundation event was an amazing opportunity. Not only was I able to meet with fellow students from various institutions from across the country, I had a unique opportunity to network with leaders from the industry. These people understand the utmost importance of diversity and inclusion, as well as the role it plays in effective communications. The connections that I have made, as well as the knowledge obtained thus far with my association with TLF is just the beginning. This is an organization, which I believe in 100 percent! My goal is to continue to work with them in the future. The foundation serves a purpose that is critical in today’s world, now more than ever. I encourage everyone who is eligible to research The LAGRANT Foundation and the work that they do and apply for the 2020 scholarship. Not only do you receive funds towards your tuition, the contacts and knowledge that you obtain is priceless.

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