Photo courtesy of Alana Dickens.
“I work full time, so the flexibility of the program was an essential part of my decision. I also love that I’m able to take what I’ve learned in class and apply it in real-time to my full-time position.”
For Alana Dickens, storytelling has been at the center of everything she does. From her early interest in film and entertainment to her current role in Film Publicity at Netflix, she has built a career helping connect audiences with stories that resonate. A graduate of DePaul University with a background in film, television, public relations and advertising, Dickens has worked across the entertainment industry, including roles at Sony Pictures Entertainment and leading communications agencies before joining Netflix. Along the way, she has developed a passion for using strategic communication to elevate diverse voices and help bring meaningful stories to wider audiences.
As a student in USC Annenberg’s Master of Science in Public Relations Innovation, Strategy and Management (PRISM) program, Dickens expanded her understanding of strategic communication while continuing to grow professionally in the fast-paced world of entertainment publicity. Throughout the program, she strengthened her skills in storytelling, business strategy and cross-functional collaboration while connecting with a community of faculty and peers who challenged and inspired her.
In this interview, Dickens reflects on her career journey, what drew her to USC’s PRISM program, the courses and faculty that shaped her experience and the lessons she’ll carry forward as a communications professional.
What inspired you to pursue a career in public relations, and how has that passion shaped your professional journey?
I always knew I wanted to work in the entertainment industry, but for a long time, I couldn’t figure out where I fit. Growing up, it felt like the only known paths were to become a director, producer, or actor—none of which quite clicked for me. Storytelling has always been my passion and it wasn’t until I held a role in communications that I saw the power that strategy and messaging could have on emotional resonance. Public relations allows me to take my lifelong love of reading, writing, and working with people and morph them into one dream career.
Working in this field now has been incredibly rewarding. It allows me to engage with the content I love while digging deeper to find the narratives that truly resonate with people, all while channeling my inner Olivia Pope. More than anything, it’s inspired me to elevate diverse voices and bridge the gap between a visionary’s creative dream and the audiences they intend to reach.
What motivated you to pursue the Master of Science in Public Relations Innovation, Strategy and Management (PRISM) program at USC Annenberg, and what were you hoping to achieve through the program?
I decided to pursue a master’s degree because I wanted to expand my understanding and knowledge, challenge the perspectives that I possess, and apply my learnings to my career. It’s very important to me to be surrounded by other curious minds seeking to do the same. I never want to stay stagnant when it comes to learning because the world is constantly evolving around us and there’s always more to observe.
I’ve also always told myself that one day, I would help someone navigate their career in the way that countless others have done for me. I know that as I continue to grow, earning a master’s degree will equip me with the knowledge and understanding needed to do that at a high level. I want to give back to others in an informed manner and help them make positive strategic decisions in relation to their goals.
What made USC’s PRISM program stand out from other public relations master’s programs you considered?
Attending USC has always been a dream of mine, so when I saw that the PRISM program was developed and covered topics I was interested in, I was sold. I work full time, so the flexibility of the program was an essential part of my decision. I also love that I’m able to take what I’ve learned in class and apply it in real-time to my full-time position.
All of the material has been relevant at varying points and I feel like my confidence has grown as a result. Other programs seemed to offer a traditional public relations degree, but this degree covers public relations and the topics adjacent to it, which mimics the real world and allows me to gain further insight as I strengthen my understanding of what it is I can achieve.
Looking back on your time in the program, what moment or accomplishment stands out as especially meaningful?
In one of my earlier courses, PRISM 550 – Brand Purpose Communication, I put together a presentation that I worked very hard on. We had analyzed Brand Purpose in Week 3 and Professor Tenderich thought my focus on NYX’s “Pridemix” campaign (which showcased and celebrated rising queer musicians) was strong since it spoke to the company’s unwavering commitment to their purpose.
I genuinely enjoyed completing it because it was different from what I’ve been able to create in the past. After a couple of days, the assignment was graded and I thought that the class as a whole would move onto the next assignment.
However, Professor Tenderich ended up featuring it in the lecture the following week and gave me and another classmate a platform to be nerdy about our presentations to the group because they enjoyed it, too. I explained to my peers that it was of note since other companies were shying away from showcasing DEI at the time it was launched in early 2025 to avoid pushback. It made me realize that others can sense the passion behind your work and that the assignments you do don’t have to die once you turn them in!
How did the faculty in USC’s PRISM program influence your academic and professional growth? Are there any faculty members who made a particularly lasting impact?
The PRISM faculty are so lovely and extremely knowledgeable. No one professor has the same background, with some having years of teaching experience and designing the courses, to some being CEOs of their respective companies, bringing students their real-world experiences.
I am grateful for every professor I’ve had, but the ones who have really made a positive impact on me are Professors Burghardt Tenderich, David Stamper, Clarissa Beyah and Laura Min Jackson. Because of them, I feel both capable and empowered to tackle the world of public relations. I truly can’t thank them enough.
What was your experience like as an online student at USC Annenberg?
I’ve had a positive experience as an online student at USC Annenberg! I was a bit nervous to navigate online courses since I completed my undergraduate degree before the pandemic shift to online learning, but it has been a breeze.
USC has given me the tools I need to complete coursework, attend live sessions, access readings and much more with ease. It feels as though online students have just as many resources available as in-person students do.
What surprised you most about your experience in the program?
I know the program has been developed recently, but I was surprised by just how updated all of the class materials and lectures have been. The faculty is always introducing new readings and course materials so that students can keep up with the current developments in the industry. For topics we study like emerging technologies and ethics, it’s so important to be up-to-date on the latest to make informed decisions.
I’ve also been surprised by the community I’ve developed over time. Even though the program is fully online, I’ve made friends across different industries and I know that I’ll carry those bonds with me for decades to come. My amazing classmate Isabella Silva in particular has been a monumental part of my PRISM journey and I’ll always be grateful that this program introduced me to her.
Which course in the PRISM curriculum had the greatest impact on you, and why?
PRSM 515 – Business and Economic Literacy for Communicators has been my favorite course in the PRISM curriculum because it’s unlike any other course I’ve taken before.
Admittedly, this was the course I was most worried about because it’s not a topic that people in creative fields are often exposed to. I even remember telling my mom before it started about how nervous I was! Plot twist, I had nothing to be nervous about. I found that I enjoy business and economics, and this course has helped me navigate budget meetings, analyze company reports and properly monitor the stock market. Who would have thought!
How has the program helped you grow professionally, and how have you applied what you learned to your career?
The PRISM program has given me a much more well-rounded perspective in my career. In past roles, I often worked alongside adjacent departments without fully understanding their functions; it sometimes felt like a factory line where our contributions were kept separate.
My current role, however, truly values cross-functional workflows, which I’ve been able to appreciate more deeply. I see the value that data and analytics, social media and content creation have had on my role even if I’m not the one conducting them because I have studied them. I can better understand why certain ideas are proposed and appreciate the hard work that goes into their execution.
When teams under the same umbrella have a level of understanding and complement one another, the work is inherently stronger and more unified. I feel far more confident navigating these professional relationships and collaborating with my peers.
What advice would you give to prospective students considering USC’s PRISM program?
My advice to prospective students considering the PRISM program would be to take a leap of faith and know that you can achieve anything you set your mind to. There will never be a perfect time to embark on the goals that intimidate you, so you may as well pursue them in the present.
Give yourself credit and believe in yourself!
Alana Dickens graduated from the program in May 2026. Learn more about the Master of Science in Public Relations Innovation, Strategy and Management