Five University of Oregon students in Public Relations Campaigns (JCOM 472/572) visited the City of Silverton on October 25 as part of their project, creating a communication plan for the local government to better reach and connect with the community.  

PR Campaigns is the capstone course for public relations majors to design a campaign by working as a team to research, plan, present, and implement a campaign for a client. One of the clients in the fall term course is the City of Silverton in collaboration with the Sustainable City Year Program (SCYP).  

On the site visit, students met with their client contact, Macy Mulholland, who is the Deputy City Recorder and Communications Coordinator for the City of Silverton.  

"We’re thrilled to collaborate with the Sustainable City Year Program because it brings fresh perspectives and innovative ideas to our projects,” said Mulholland. “The recent site visit to Silverton allowed us to showcase our city’s unique character and challenges while fostering meaningful dialogue with the students. Their enthusiasm and insights are invaluable as we work together to shape a sustainable future for Silverton.”

The team received a tour of the new Silverton Town Hall, heard from the city manager, a city council member, and city staff about their thoughts on current communication in Silverton, and walked through downtown with the Mayor of Silverton, Jason Freilinger, meeting with local businesses.

“Visiting Silverton provided great first-hand knowledge we would not have been able to receive via email,” said University of Oregon student and account member McKenzie Martin ’25. “It allowed nothing to be lost in translation and speaking to residents provided a solid foundation and structure to our plan. I felt a stronger connection grow towards the city, which has translated into a higher quality of work. I am more confident we are giving the City of Silverton a communication plan that adheres to the city's preferences and is more specific to them.”

The communication plan incorporates the wants and needs of the community as well as the values of the town to create a stronger connection between the residents and the city through information accessibility and community engagement.  

“The visit helped the team in multiple ways,” said University of Oregon student and account lead Joel Salgado '24. “We gained a better understanding of how local residents perceive the city’s communication methods. Meeting with our client, Macy, helped us get a better understanding of what the City of Silverton wants as an outcome for this communication campaign.”