By Lauren del ValleNEWS EDITOR
Associate Professor Jeffrey Morosoff received the 2015 Jack Rettaliata Lifetime Achievement Award allocated by the Public Relations Professionals of Long Island (PRPLI).
Since 2010, Morosoff has been teaching public relations in the undergraduate department while also serving as the director of graduate programs in public relations for the Lawrence Herbert School of Communication.
While Morosoff was “honored and surprised” by his nomination, Associate Professor Carol Fletcher, the Chair of Journalism, Media Studies, and Public Relations, said she was “delighted and not surprised in the least” when she received the news.
“He’s kind of been a champion of the small but influential non-profits on Long Island for decades and has had a real impact on how they conduct public relations,” said Professor Fletcher.
Professor Morosoff conducted a study delving into the PR strategies and tendencies of non-profit organizations on Long Island. The study confirmed his assumption that non-profits often have virtually no public relations strategy and fill positions with employees that have no experience. Seeing a need for education, Morosoff runs events at Hofstra throughout the year for non-profit organizations, offering advisement on how to manage public relations on a shoestring budget.
Morosoff has been a member of the executive board of PRPLI since its establishment in 1990. Each year, a committee accepts nominations, and reviews the credentials of nominees to determine the best candidates to receive awards like Rising Star and Best PR Campaign of the year. The committee does not require PRPLI membership of nominees. Though presently only an active member of the organization, Morosoff received the 2013 Mentor of the Year Award.
Professor Morosoff also advises the on-campus student chapter of Public Relations Student Society of America (PRSSA), the student branch of the largest nonprofit PR organization in the country, Public Relations Society of America (PRSA).
As the media industry continues to evolve with rapid technological advancements, PRSA continually attempts to redefine Public Relations to mirror the current marketplace.
“A public relations person tries to change a negative attitude, reinforce a positive attitude or create an attitude that didn’t exist before,” said Morosoff. “When I say attitude I mean it’s about the client. The PR person is the conduit between the client and the target audience to do those three things.”
Professor Morosoff welcomes the changes to the industry, eager to pass on his knowledge of the new technology to students.
“In order for me to teach it successfully I have to stay a step ahead of it myself…,” said Morosoff. “Every time you turn around there’s a new way of getting your message out and I have to be aware of all of them and then I have to be able to teach the most effective way of using them. It’s been challenging but exciting… I think it’s been a tremendous boom for possible careers in public relations.”
Morosoff maintains a confident optimism for his students entering the workforce despite the economic turmoil in recent years that has rendered many industries volatile and shrinking.
“There’s become a greater awareness in the marketplace for the need for good communicators, so I think it’s great for our students… I think the ones that really want a career and can do the things they need to do – write well, network, do good internships – they’re all getting jobs and there will be more jobs.”
Professor Morosoff writes his blog, Public Relations Nation, for his students and colleagues alike, sharing observations on world events and how Public Relations comes into play.
“He would go to any length for a student at any time. He’s one of those really special student-first professors,” said Fletcher.
Professor Morosoff will be honored in recognition of his achievement along with other award and scholarship recipients at the PRPLI Annual Awards Gala on May 12 at the Chateau Briand Caterers in Carle Place, New York.
