Photo courtesy of Jeremy Maskel.
“Each class has challenged me and taught me something beyond the curriculum. I knew I was excited to learn the material, but I did not realize how immediately relevant the content would be for me at work, or how deeply I would connect with the projects we were completing.”
Jeremy Maskel had been considering a career change for some time. As a journalist, Maskel focused heavily on stories about non-profits, education and the local community. “I wanted to make a difference by shining a light on issues and their solutions,” Maskel notes. After working nearly a decade in television news as a reporter and anchor, Maskel realized that he wanted his work to have a more direct impact. Working with public relations practitioners as a reporter helped Maskel realize how closely the fields of journalism and PR were connected. “Both involve understanding audiences and using high-impact storytelling to make information stick.”
Before pursuing an undergraduate degree in journalism, Maskel had considered becoming a teacher. When the chance to work in PR at a K-12 school district presented itself, Maskel saw this as an opportunity that bridged his professional interests and took it. “My first public relations job applied a lot of my journalism background, and awareness of PR from working with public relations practitioners as a reporter. I was fortunate to have a great professional community around me that helped me make the transition.”
In 2019, Maskel entered his current position as Chief Communications Officer of Omaha Public Schools in Omaha, Nebraska. It was also around this time that he began to consider building upon his experiences through an advanced degree.
“Because of time constraints and the pandemic, I earned my Accreditation in Public Relations (APR) credential first. Still, I was eager to keep getting better, and my desire to learn and improve through a graduate program grew.”
After carefully researching different programs, the Online Master of Science in Public Relations Innovation, Strategy and Management (PRISM) proved to be the perfect fit for Maskel.
Choosing PRISM
Maskel set a number of goals that he was looking to accomplish through a graduate program: “To learn from expert practitioners and researchers, expand my PR knowledge beyond the K-12 education field and demonstrate my commitment to the profession and continuing education.” The PRISM program has helped him achieve these goals and more.
“I researched programs across the country before applying for PRISM—from local, in-person options to hybrid programs and others that would be entirely online. I even explored multiple programs at USC.”
Ultimately, he chose to enroll in the PRISM program because of the “mix of theory and practice” that characterizes the curriculum. “Through each class, we would learn the history and research that shape today’s best practices and tomorrow’s innovation.”
The Impact of PRISM Faculty
One key aspect of the program that stood out to Maskel during his research was the PRISM faculty. “Professors in the PRISM program are experts. They have created and led iconic and award-winning national and global campaigns, and their expertise is infused throughout each lesson.”
Maskel shares that learning from them has been the highlight of his educational experience.
“The PRISM faculty is extraordinary. Each professor has shown sincere care and support for us as students. Many have offered to connect outside of class and extended invitations to keep in touch after the term ends. I feel deeply fortunate to have met them.”
Maskel cited a few professors whose lessons particularly stood out to him. “Professor Tina Vennegaard pushed us in PRSM 500 to capture big ideas that will cut through the noise. I immediately started applying data-driven brand storytelling lessons from Professor Prash Sabharwal and shared those insights through professional development with colleagues. Professor Ashley Owen helped me understand and define my leadership philosophy, immediately making me more effective for the team I serve at work through PRSM 510. Reflections from that course will stay with me throughout my career.”
However, two professors in particular have left a strong impression on Maskel: Professor David Stamper and Professor Dave Quast. “Professor Stamper was a favorite of many in our cohort. He took an intimidating topic—business and economic literacy—and made it accessible, interesting and fun. It opened up topics like investor relations and financial communications that I had never previously considered.”
Maskel also shared his enthusiasm for PRSM 545: Crisis Communication, taught by Professor Quast. “Professor Quast’s exceptional professional experience made each lesson real. He synthesized a wide array of crisis communications research, case studies and theoretical frameworks to instill clear, actionable steps that prepared us to lead through uncertainty.”
Navigating the Online Classroom Experience and Curriculum
Before beginning the program, Maskel wasn’t sure what to expect from the online classroom experience.
“My first-ever online class was PRSM 500: Strategic Planning for Multichannel Communication Campaigns. Before starting, I wondered if I would feel as connected to classmates, faculty and the coursework as I would in an in-person program. I was pleased to find that classes are engaging and thought-provoking. Just a few weeks in, I felt a bond with fellow students. We messaged each other with questions, for support and to celebrate accomplishments along the way. I am so happy to see their successes on LinkedIn.”
Two of his favorite courses were PRSM 520 and 525: Multiplatform Content Creation I and II.
“In these courses, each student selects a company to follow through both terms, applying lessons to projects that address specific brand challenges or opportunities. I learned a great deal about channel-specific best practices and maximizing big picture strategies across paid, earned, shared and owned media. Getting that macro- and micro-level focus strengthens our abilities in whatever role we may have.”
One aspect of the PRISM program that surprised Maskel was how quickly the principles he learned in class could be applied to his job. “Each class has challenged me and taught me something beyond the curriculum. I knew I was excited to learn the material, but I did not realize how immediately relevant the content would be for me at work, or how deeply I would connect with the projects we were completing.”
Maskel also shared how exciting it is to see topics discussed in class showing up in mainstream media.
“In many classes, we select a company and apply lessons to that organization through weekly projects. I still see those names pop up in the news or advertising and recall the work in class.”
Reflecting on the PRISM Experience
“Looking back, I feel fortunate that PRISM’s online format overcomes the obstacle of distance. I get to attend a university I admire, be part of a premier school for communication and journalism and participate in a program that delivered exactly what I hoped for at this point in my career.” Maskel also took advantage of the online modality to pursue his passion for travel while enrolled in the program: “I’ve joined classes while on trips to Norway, Finland, Ireland and the United Kingdom.”
When asked about how pursuing a PRISM degree has impacted his career, Maskel shared multiple examples of how he has applied the principles he learned in class to his job from one day to the next.
“So much from the program has proven immediately valuable. From PRSM 500 through PRSM 550, I have applied the week’s lessons on the following Monday at work. We adopted Professor Tenderich’s Strategic Integrated Planning (SIP) model to shape public relations campaigns. Best practices from PRSM 505: Data-Driven Brand Storytelling changed how we communicate data to target audiences. I rebuilt our crisis communications plan with insights from PRSM 545: Crisis Communication. As a result of the changes, overall our team is more effective at capturing big ideas and using emotion to cut through the everyday noise.”
Based on his experience so far, Maskel has some advice for those who are considering applying for the PRISM program: “Keep learning, always. Don’t let being new to an online program give you pause. It is a great experience. Once you join the program, connect with classmates. I have learned so much from their diverse experiences working throughout the world. Our faculty are experts. Ask questions, listen to the stories they share. We are benefitting from a masterclass with people who built and protected iconic global brands.
“If you are even just thinking about the program to change careers or grow your skillset, go for it! A few friends said I was crazy to go back to school. But I can do more and achieve better results because of what I’ve learned in PRISM. And, it’s been fun.”
Outside of academics and work, Maskel enjoys spending time outdoors golfing, hiking and boating. He also enjoys reading and cooking for his family and friends.
Maskel completes the program in December 2025.
Learn more about the Master of Science in Public Relations Innovation, Strategy and Management.