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UW-Eau Claire Senior to Attend Institute
at The Center for Spanish Language Media

RELEASED: April 25, 2008

Nicole Chejade
Nicole Chejade

EAU CLAIRE — A University of Wisconsin-Eau Claire student is one of only 30 graduating seniors from around the country to receive a grant to attend the 2nd annual Media Sales Institute at The Center for Spanish Language Media at the University of North Texas.

Nicole Chejade, Eden Prairie, Minn., will attend the Media Sales Institute June 1-13, two weeks after she expects to earn a bachelor's degree with a double major in mass communication-public relations and Spanish with a business emphasis.

MSI aims to address the media industry's challenge of ensuring a diverse workforce and to introduce talented students from diverse backgrounds to this career path. According to MSI, more than 90 percent of management in media today has come through sales, and since it was launched in 2000, MSI workshops have helped ensure that African American, Hispanic and other minority groups are more widely represented in the media sales industry.

Dr. Juan Carlos Chaves, assistant professor of foreign languages and adviser to the Spanish Business Association, said Chejade's double major in mass communication and Spanish with a business emphasis matched well with the aims of the institute, but that wasn't the only reason he recommended her for the special training.

"Nikki is very dedicated," said Chaves. "She is very active in SBA and everything she does, she does well. One of the things I most admire about her is how well she has taken care of our SBA speakers. She often conducts an interview with them in Spanish, and then translates that information into English so the university News Bureau can publicize our events. She is truly fluent in both languages."

Chejade, who is part Mexican-American, also works part-time as a student writer in the News Bureau, and her supervisor there also recommended her for this opportunity.

MSI industry partners include CBS, FOX, Clear Channel and Comcast, and executives from these companies act as instructors for the workshop. A number of past MSI participants now work for these and other media companies.

"I want students to take what they learn in my classes and apply that to make connections in the real world," said Chaves. "I think this opportunity will give Nikki a chance to meet a variety of executives and leaders who know how to do business with the Spanish-speaking community, and she, in turn, can help make them more aware of our program at UW-Eau Claire."

Although Chejade said she had never imagined media sales as a career, since Chaves made her aware of this opportunity and she heard she had been accepted, she has been getting more excited about it.

"I can't wait to see what doors attending the MSI will open for me," Chejade said. "After an intensive 10-day course on radio, television, cable, print and internet sales, I will be expected to make a presentation to all the companies that come teach at MSI. I'm sure when I have completed the program, I will have narrowed down exactly what I want to do in my career and will have gained great professional skills to help me achieve my goals."

Chejade added that she was grateful to Chaves for recommending her for this opportunity.

"Being part of SBA has provided me with great networking opportunities, and I'm hoping to share what I learn at MSI with the association when I return," Chejade said.

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NW

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