Public Relations Strategy

OUTdrive Episode 142 with Tricia Hansen-Horn

OUTdrive Episode 142 with Tricia Hansen-Horn

At some point, every organization will need public relations support. This can come in several different forms, like reputation management, public affairs, or crisis communications, which is why it’s important to take an integrated marketing approach, combining advertising and strategic communications efforts. For nearly 25 years, Dr. Tricia Hansen-Horn has taught this idea to students at the University of Central Missouri as a program coordinator and professor of Public Relations.

Tricia is an experienced public relations and communications educator and author. She serves as the public relations program coordinator, with an emphasis on student progress to degree, internship placement, mentorship, and development. She led the 2010 launch of the university’s award-winning student-led Innovative Public Relations agency, and still serves as its advisor. Tricia earned her doctoral degree in Communication-Public Affairs and Issues Management from Purdue University, master’s degree in Communication from the University of Central Missouri and bachelor’s degrees in Organizational Communication and Comprehensive Speech from the University of Nebraska-Kearney.

Tune into this episode to hear Tricia’s approach to strategy, social media, and crisis communications and learn more about the innovative Public Relations and Strategic Communications program at UCM.


  • 1:40 – Tricia talks about her background and her passion for teaching in the Midwest at the University of Central Missouri (UCM)
  • 3:45 – Tricia outlines the student-led public relations firm at UCM
  • 6:45 – Tricia shares how UCM differentiates itself from other area universities
  • 8:20 – Tricia talks about the changes she has seen in her nearly 25 years in education and the pros and cons of advancements in technology
  • 10:00 – Cliff and Tricia discuss the idea of “integrated marketing” and what it really means in a technology-driven world
  • 13:30 – How Tricia approaches teaching social media involvement in the public relations world
  • 15:00 – Cliff and Tricia discuss the approach of teaching strategy to college students and those new to the marketing industry
  • 18:30 – Tricia breaks down the case study in her latest book focused on the WeatherTech Super Bowl ad
  • 21:45 – Tricia explains how the digitalization of education has been a slow burn in the university setting
  • 25:00 – Tricia talks about the ways she works to keep up with emerging technologies and media, such as integrating AI in the classroom
  • 27:00 – Some of the new creative and strategic trends Tricia is seeing in the marketing and communications field
  • 28:45 – How Tricia approaches teaching crisis management and preparing college students to manage high-pressure situations
  • 30:30 – Cliff and Tricia chat about a real-team crisis management situation with Southwest Airlines and how the public relations side was handled
  • 34:00 – Other classes that Tricia teaches at UCM and what the curriculum looks like for those courses
  • 36:45 – Tricia’s involvement and details behind the 2016 Greater Kansas City Public Relations Team of the Year Award
  • 38:00 – What Tricia loves about living in the Midwest
  • 39:45 – Tricia’s closing remarks and pitch for UCM for those looking to return to school or hire college graduates