As a Visiting Professor at Oakland University, Colleen Lafferty has already made a lasting impact on the campus community. Through collaboration with Grizz Recovery (GR), Lafferty provided students with hands-on public relations experience. For this, the Detroit Chapter of the Public Relations Society of America (PRSA) awarded Lafferty and her Winter 2025 PR-3410 class with the “2025 Best PR for Good” recognition.
Now supporting an assisted living company through her Advertising Agency Workshop course, Lafferty and her former students reflected on how service-based work shaped their education. The course emphasizes real-world application while addressing community needs. Students said the experience helped clarify their career goals.
“What I loved about it was the opportunity to gain real-life advertising experience with a local client,” creative writing major Angelina McGuire said.
McGuire participated in the PR-3410 course and said the experience influenced her professional direction.
“Since taking the class, my career goals have become more advertising-oriented. The course has also made me a stronger speaker, leader and above all, a better listener,” McGuire said.
The course, part of the PR and Advertising program, allowed students to create an advertising agency focused on the needs of the local community. Students took charge of building the agency from the ground up and developing strategies to meet client goals. Working with Grizz Recovery provided a meaningful and rewarding opportunity to apply their skills in a real-world setting.
“Grizz Recovery, which is part of Oakland University, is a wonderful Recovery Center for students who are going through all types of things, whether it is addictions from substance abuse or other forms of addiction,” Lafferty said. “They invited us to do this project to not only create awareness, but also to support what they were doing.”
The main goal was to build respect and excitement for a campus group that required intentional and thoughtful public relations, Lafferty explained. The professional structure of the project mirrored industry expectations and helped prepare students for future careers. This real-world approach appealed to both faculty and students.
“Classes like this are important so students can see what it’s like to have a ‘real job’ because you are able to learn in more of a real-world setting rather than just doing assignments and hearing about it,” Kaylee Chapp, a graphic design student who participated in the class, said. “That way you can get a look at what it might be like after graduation.”
Through events and a social media campaign, Grizz Recovery saw increased engagement. Students who created the strategy also became more invested in the organization’s mission. The experience extended beyond the classroom.
“I found myself increasingly passionate about not only the success of this CRP, Collegiate Recovery Program, but the success of numerous CRPs state-wide,” McGuire said. “These essential programs are built from the blood, sweat and tears of everyday people and student leaders, who rise to the challenge of breaking social stigmas to provide a safe space for countless students in recovery. Getting to be involved with this mission was an honor.”
With multiple universities considered for the “2025 Best PR for Good” award, Lafferty received the recognition in December 2025. By the time the award was announced, many of the students involved had already graduated. Lafferty said she remains grateful for their contributions.
“In the long run, whether you’re working for a firm that is trying to sell a product, create brand awareness, whatever the task may be, with a twist of good, it all comes together,” Lafferty said. “So whether it’s advertising for good or PR for good, truthfully, everything you create, whether it’s your words or your campaigns, should be done for good and if they are, you’ve got a winning combination.”
