Students in the Public Relations Campaigns class helped Gladstone reimagine its tourism strategy.
by McKenzie Leary ’26
Training their youthful eyes on what might attract visitors, a group of public relations students helped the city of Gladstone, Oregon, rethink its tourism strategy.
Through the Sustainable City Year Program (SCYP), students from the UO School of Journalism and Communications (SOJC) are helping Oregon communities solve real-world problems. In winter 2026, seven fourth-year public relations students took on the challenge of helping the city of Gladstone, Oregon, develop a campaign to increase tourism.
The project was part of Public Relations Campaigns, a course taught by Attila Schillinger, SOJC public relations area director and professor of practice.
“The class puts everything students have learned into practice,” Schillinger said. “It’s their capstone class, and we set it up just like a PR consultancy. I try to run the course as close as it gets to the real experience.”
The Gladstone campaign was one of several projects completed through an ongoing partnership between the SCYP and the SOJC. According to Assistant Program Manager Lindsey Hayward, the SCYP has connected SOJC students from Schillinger’s class with Oregon communities every term for the last three years.
Students proposed comprehensive campaign to draw tourists
Over the course of 10 weeks, the students worked to understand the city’s identity, tourism goals and online presence. While most of their research and strategizing was done on campus, three students had the opportunity to visit Gladstone and meet with the mayor to explore the area firsthand.
Public relations majors Bailey Heryford ’26 and Maya Valverde ’26, two of the students on the team, grew up in neighboring communities and brought personal knowledge of the area to the project.
As the campaign developed, students found themselves thinking beyond traditional public relations tactics.
“We gave Gladstone traditional PR, but also foundational ideas to increase tourism based on their audiences and what we thought they needed,” said Valverde, the group’s team lead.
The final campaign targeted regional travelers ages 35-55 and young travelers ages 22-30. The team proposed a combination of media relations strategies, recommendations to improve AI discoverability and community-centered ideas designed to encourage visitors to spend more time in Gladstone.
Heryford was especially excited about the team’s suggestion to transform a local gas station into a coffee shop.
“People need a reason to go somewhere,” Heryford said. “Creating a space like that gives people a destination — and a reason to stay.”
City councilors impressed by quality of student public relations campaign
At the end of the term, Valverde and advertising and public relations major McKinley Beck ’26 pitched their campaign to the Gladstone City Council.
“What stood out most to me was the students’ level of preparation and the thoughtful, community‑focused approach they brought to their work,” said Gladstone City Administrator Jacque Betz. “They engaged deeply with Gladstone’s identity and opportunities, and their final presentation to the city council reflected an understanding of our community’s values.”
The city is now hoping to take the students’ work from the classroom into practice.
“We are currently reviewing several of the students’ recommendations, including community‑specific storytelling efforts, improvements to digital presence and strategies for strengthening community events,” Betz said. “Their work has already helped shape our conversations about future outreach and branding.”
For the PR team, the project also offered students important insight they can use in their careers.
“I learned a lot about client communication, giving timely updates and how to communicate professionally with city leaders,” Valverde said. “I’ve already seen that experience play into my role now at Funk/Levis & Associates. It was great exposure.”
Heryford agreed.
“It showed me a side of PR I hadn’t experienced before,” Heryford said. “I didn’t even realize working with a city was an option — and now I see how impactful it can be.”
As the partnership between the SCYP and the SOJC continues, projects like the Gladstone campaign are giving students opportunities to apply their skills in meaningful ways while leaving their mark here in Oregon.
McKenzie Leary ’26 majored in public relations, with a minor in global studies. She is passionate about creating multimedia narratives, traveling and advocacy. McKenzie loves having the opportunity to share people’s stories and recently finished her first novel.