LES ROKA
Les Roka has been a public relations professor at Utah State University and the University of Utah. An Ohio native, he received his Ph.D. in journalism and mass communication from Ohio University in 2002. He also has worked extensively in public relations for a variety of organizations including a major metropolitan university, medical school, and community college. His research interests cover a broad range – from music criticism to the practical application of public relations theories and principles in client-based campaign development and to the messaging and positioning of media coverage for major policy issues such as immigration.
As a public relations professor, he has coordinated efforts and projects involving students, which reach deep into the community including services for departments within state and county governments, a community park building project, network television, and the aerospace industry.
As a public relations consultant, he has worked with city officials on projects ranging from immigration policy to public relations activities for an inner-city school.
As a public relations professional, he has extensive experience in leading and planning discussions that helped various stakeholders hone their public messages and positioning, which ultimately were funneled into effective media relations and coalition building activities. Working in a university and a medical school public relations office, he has written extensively about various campus research activities and their impact upon a community’s economy, service, and industry. He contributes regularly to a publication serving the Utah business community on a wide variety of issues, including public relations, integrated marketing, customer service, and outreach to emerging markets. He also has worked on special projects for the Ohio University College of Osteopathic Medicine including writing scripts for a daily radio show about family health issues.
He has a great deal of empathy for those involved with extensive writing projects and he is willing to help writers meet the challenge at virtually any stage of the writing process – from selecting topics to framing good research questions to organizing content and to presenting results and conclusions in clear, detailed language. He is comfortable in a fairly wide realm of topics, which extend beyond public relations, including journalism history, popular culture, criticism, integrated marketing communication, public policy issue management, crisis communication, and media message planning and management for organizations.
EDUCATION
Doctor of Philosophy, Journalism. Ohio University, 2002
Dissertation: "Making Order Out of Chaos: Music Criticism in U.S. Newspapers in the 1960s."
Master of Science, Journalism. Ohio University, 1998.
Thesis: "Virgil Thomson: The ‘Near-Perfect’ Newspaper Music Critic, 1940-54."
Bachelor of Business Administration, Marketing. The University of Toledo, 1982.
TEACHING EXPERIENCE
Intro to Public Relations, Utah State University, 2001-2007
Collegiate Level Reasoning and Problem Solving, Abromitis Online Learning, 2003 - present
Editing and Design, Utah State University, 2002 -2007
Public Relations Cases and Campaigns, Utah State University, 2001-2007
Public Relations Writing, Utah State University, 2002 –2007
Strategic Research Methods in Public Relations, Utah State University, 2005 –2007
PR Agency, Utah State University, 2004 - 2007
Advanced Reporting, University of Utah, 2001
Editing Process, University of Utah, 2000-2001
Magazine Writing, University of Utah, 2000
Public Relations Cases and Campaigns, University of Utah, 2000-2001
Journalism 231, News Writing, Ohio University, 1999
Journalism 233, Information Gathering, Ohio University, 1998 – 2000
Basic and Advanced News Writing and Reporting & Public Relations Projects, The University of Toledo, 1988 – 1995
Assistant Professor of Public Relations, Utah State University, 2001 – 2007
PROFESSIONAL EXPERIENCE
Assistant Professor of Public Relations, Utah State University, 2001 – 2007
Act as lead professor in public relations sequence. Teach courses in introductory and advanced public relations. Serve as adviser to USU chapter of Public Relations Student Society of America and for PR students in matters of curriculum and internships. Supervise various graduate student committees. Serve on departmental committees for curriculum and graduate study.
Visiting Assistant Professor of Communication, University of Utah, 2000 – 2001
Taught three courses each semester. These included courses in advanced reporting, magazine feature writing, public relations cases and campaigns, and the editing process in mass communication and journalism.
Script and Projects Consultant, Family Health Radio Program, Ohio University of College of Osteopathic Medicine, 2000 – present.
Regularly contribute scripts based on current medical research for the only internationally-distributed daily health radio program produced by a medical school in the U.S. Also, serve as chief writer for school’s commencement ceremony script.
Graduate Associate, Family Health Radio Program, Ohio University College of Osteopathic Medicine, 1995 – 2000.
Became steady scriptwriter in November, 1999. Also, answer listener correspondence, maintain databases, edit scripts, prepare indices, compile periodical reports, assist in production, and write promotional copy. Wrote cover story and two accompanying profiles about the osteopathic medical school’s research programs for regional magazine.
Public Information Officer, The University of Toledo, 1985 – 1992.
Community Relations Specialist, Monroe County Community College, Monroe, Michigan, 1983.
OTHER EXPERIENCE
Job Coach, Merit Industries, Zepf Community Center, Toledo, Ohio, 1995.
Provided on-the-job training for clients being mainstreamed into the job market. Prepared reports and arranged progress meetings.
Job Leader, Maritz Marketing Research Inc., Toledo, Ohio, 1993 – 1995.
Supervised the administration of marketing research studies which included editing of surveys, monitoring of interviewers, and maintaining communications with project directors and client representatives. Named Peak Performer in October 1993 and April 1994 and nominated three other times.
Budget and Cost Administrator, Ronfeldt Associates Inc., Toledo, Ohio, 1992.
Began implementation of safety policies and procedures; worked with quality control and production personnel to implement quality control programs, and recommended improvements to the company’s computer systems.
PUBLICATIONS
"Common Sense Makes Good Customer Service," Utah CEO (3Q, 2007)
"Public Relations: Your Street Credibility in Today’s Marketplace," Utah CEO (2 Q, 2007)
"‘A Day in The Life’ of American Music Criticism: The ‘Sgt. Pepper’ Debate of 1967-1969," Journalism History (April 2004).
"Spheres of Strategic Dialogue: The Use of Online Conferences in Selected Journalism and Mass Communication Courses," co-authored with Nancy Williams, assistant professor of journalism, Utah State University," Proceedings of SITE 2004--Society for Information Technology & Teacher Education International Conference (March 2004).
"Sanjiv Lakhia: The heavy workload of engineering prepares for becoming a DO," and "Tiffani Singleton: Thinking like an engineer leads to osteopathic medicine," Sept. 4, 2002, American Association of Colleges of Osteopathic Medicine, www.aacom.org
Report on Assessment of Academic Advising at Ohio University, Provost’s Office, Fall, 2000.
"More Than a Modest Subculture: Virgil Thomson’s ‘Almost Perfect’ Music Criticism," Journalism History (Volume 26, No. 2, 2000).
"Navigating in a Web of Deceit," The Quill, publication of the Society of Professional Journalists, Vol. 88, No. 3, April, 2000.
"Research at OUCOM," "Fighting Diseases Wherever They Find Them," "Profiles in Research: Al Pheley, Ph.D.," The Ohio D.O., Vol. 19, No. 1, Winter, 2000.
CONFERENCE PAPERS AND COLLOQUIA
"Spheres of Strategic Dialogue: The Use of Online Conferences in Selected Journalism and Mass Communication Courses," co-presented with Nancy Williams, assistant professor of journalism, Utah State University," SITE 2004--Society for Information Technology & Teacher Education International Conference, 2004, Atlanta, Georgia
"Coping With Musical Anarchy: The Press Critic’s Challenge in the 1960s,"
International Communication Association, 2002, Seoul, Korea
"Historical Roots of Electronic Music: Newspaper Coverage in the Pioneering Generation of 1948 to 1990" American Journalism Historians Association, 2001, San Diego, California
"A Visual Experiment in Acceptance: Reader’s Acceptance: Does Quantity and Location of Blood Affect Readers’ Reaction To A Photograph?" Association for Education in Journalism and Mass Communication, 2001, Washington, D.C.
"’Won’t You Come Home, Beethoven? Music Criticism in the 1960s," American Journalism Historians Association, Intermountain West Regional, 2001, Utah State University, Logan
"The Polyphony of Discourse: Music Criticism in the 1960s", Colloquium, Department of Communication, University of Utah, November, 2000
"The Polyphony of Discourse: Music Criticism’s Contribution to Intellectual History," International Communication Association, 2000, Acapulco, Mexico
"Making Order Out of Chaos: Music Criticism At The New York Times in the 1960s," American Journalism Historians Association, 1999, Portland, Oregon.
"Common Language of the Common Market?: Music Criticism As A Barometer of European Cultural Identity," International Communication Association, 1998, Jerusalem.
"The Composer As Critic: Virgil Thomson at The New York Herald Tribune," Association for Education in Journalism and Mass Communication, 1996, Anaheim, California
HONORS
Outstanding Faculty Service Award, 2003-2004 Academic Year, Department of Journalism and Communication, Utah State University, 2004
Outstanding PhD Student, E.W. Scripps School of Journalism, Ohio University, 1999.
First Prize, $5,000 award, essay competition for journalism students sponsored by the European Union’s delegation to the United Nations and Europe Magazine. Essay title: "It’s Not Just About Technology, 1998, New York City.
Finalist, Outstanding Classified Employee, The University of Toledo, 1988.
UNIVERSITY ACTIVITIES
Academic/Professional Organizations:
Campus:
Adviser, Utah State University Chapter, Public Relations Student Society of America, 2001 – present (NOTE: Only one of two professional society members from Logan, Utah and Cache Valley for the Greater Salt Lake City chapter of the Public Relations Society of America.
Member, Department of Journalism and Communication, Utah State University, Committees for Graduate Studies, Curriculum and Internships, PR Faculty Search, 2001 – present
External:
Proposal reviewer for public relations sessions, Public Relations Society of America, 2005, Miami, Florida
Paper judge, research papers for the public relations division, Association for Education in Journalism and Mass Communication, 2005, San Antonio, Texas.
Moderator, Southwest Symposium, Southwest Education Council for Journalism and Mass Communication, 2003, Salt Lake City, Utah
Panelist, Research Panel Session: Kansas City, Jazz and American Culture, Association for Education in Journalism and Mass Communication, Cultural and Critical Studies and Minorities and Communication Divisions, Kansas City Annual Convention, 2003
Discussant, Refereed Paper Session: Scholar-to-Scholar, Association for Education in Journalism and Mass Communication, Entertainment Studies Interest Group, Kansas City Annual Convention, 2003
Paper Judge, Association for Education in Journalism and Mass Communication, Entertainment Studies Interest Group, 2003
National Steering Committee Member, GLBT Interest Group, Association for Education in Journalism and Mass Communication, 2002
Member, Department of Journalism and Communication, Utah State University, Committees for Graduate Studies, Curriculum and Internships, 2001 – present
Paper Judge, Southwest Education Council in Journalism and Mass Communication, 2002 Symposium, San Marcos, Texas
Judge, Open Persuasive Speech, Great Salt Lake Invitational Speech and Debate Competition, January, 2001
Paper Judge, Graduate Education Interest Group Division, Association for Education in Journalism and Mass Communication, Spring, 2000
Other Current University Service:
Steering Committee Member, ALLIES Program, Utah State University, 2004 – 2006
Adviser, Pride Alliance representing lesbian, gay, bisexual, and transgender students at Utah State University, 2003 – 2007
Acting Chair, Community Scholarship Committee for lesbian, gay, bisexual, and transgender students at Utah State University, 2003 - 2007
Other:
Public Relations Audit Consultant, Bennion Elementary School, Salt Lake City School District, Final Report Presentation, September, 2006
Public Relations Consultant, Immigration Reform Rally, Salt Lake City, April, 2006
Committee Member, Standards Setting, Marketing, Western Governors University, 2004
Committee Member, Test Review, Marketing, Western Governors University, 2004
Presenter, "Coalition Building," The University of Utah's LGBT (Lesbian, Gay, Bisexual, Transgender) Resource Center, statewide student workshop, 2003, Salt Lake City, Utah
Member, Contemporary History Institute, Ohio University, 1997 – 2002.
Adviser, Greek Week, Ohio University, 1996.
Chief press row statistician for home games of men’s and women’s basketball teams, The University of Toledo, 1985 – 1995.
Chapter Adviser, Ohio Iota chapter of Sigma Phi Epsilon fraternity, 1987 – 1991.
Steering Committee Member, Strategic Academic Planning Committee, The University of Toledo, 1989 – 1992.
Adviser, Cheerleaders and Mascot Squad, The University of Toledo, 1987 – 1989.
Principal Second Violinist, The University of Toledo Orchestra, 1978 – 1980, 1982 – 1993. Guest player since then.
McMaster Hall for Physics and Astronomy, Dedication Committee, The University of Toledo, 1987.
Member, Central Board of Student Publications, The University of Toledo, 1984 – 1985.
Member, Budget Committee, Student Activities Committee, The University of Toledo, 1984-1985.
Co-Chair, Student Government Election Board, The University of Toledo, 1985.
Member, Student Senate, The University of Toledo, 1981-1982
Managing Editor, The Collegian, student newspaper, The University of Toledo, 1980-1981.
News Editor, The Collegian, student newspaper, The University of Toledo, 1979-1980.
GRADUATE STUDENT COMMITTEES
Chair, "The Great Indian Cola Controversy," Netraparna Ghosh, Utah State University, 2006
Chair, "Using Interactivity to Facilitate Two-Way Communication on the Web: A Descriptive Content Analysis of Television Program Web Sites," Anna Brunson McEntire, Utah State University, 2005
Chair, Christina Domichel, "Susan G. Komen Breast Cancer Foundation: Omaha Race for the Cure, Public Relations Campaign," Utah State University, 2003
Chair, Martin Jensen, "Neutralizing Negative News: A Public Relations Strategy," Utah State University, 2003
Chair, Shane Hone, "A Study of Communication Planning for IHC Health Center Budge Clinic: A Guide for Public Relations Professionals," Utah State University, 2002
Chair, Marcus Perry, "A Case Study of Summerfest Identity Linkage: A Guide for Public Relations Professionals," Utah State University, 2002
ACTIVITIES
Member and Co-Founder, Paragon String Quartet, Second Violin, 1988 – 2000
Member, Adrian Symphony Orchestra, Second Violin, 1993 – 1995; Substitute, 1996 – 2000
Freelance Musician, churches, orchestras, community theaters, and chamber ensembles in the metropolitan Toledo area and southeast lower Michigan region, 1983 – 2000.
AFFILIATIONS
Public Relations Society of America
Association for Education in Journalism and Mass Communication
International Communication Association
American Journalism Historians Association
Kappa Tau Alpha, National Honor Society in Journalism and Mass Communication
The Blue Key National Honor Fraternity
Sigma Phi Epsilon Fraternity
PERSONAL
Classical, jazz, alternative rock music performer; electronic music; gourmet cuisine; interior decorating.
Free-lance public relations consultant for a Salt Lake City dance and video club (Zipperz), Tony Marinos (DJ and Billboard Reporter), and for a piano duo (Mark Andert’s Dueling Pianos) based out of San Diego.
