Turning Experience into Strategy: How Emerson Santiago Ayala Leveled Up His Public Relations Expertise at Rutgers
When Emerson Santiago Ayala, a communications consultant for the Inter-American Development Bank (IDB), enrolled in the Public Relations Certificate program offered through SC&I Continuing and Professional Studies, his initial overarching aim was to boost his knowledge and skills so he could continue to evolve as an intentional and effective communicator.
By the end of the six-month program, Ayala said the curriculum and projects benefitted him even more than he'd hoped. "Working towards earning this certificate has strengthened my confidence and ability to frame my value as a PR practitioner," Ayala said. "I am able to formalize years of experience into clearer frameworks that give me an edge in today's landscape, in key areas like strategy, research, and measurement. That has made a difference in how I approach my work and how I position myself professionally; it is not just about having the credential, but the depth of thinking and structure that now informs my efforts."
Ayala, who has more than 14 years of experience working at the intersection of journalism, public affairs, strategic communications, and international development, began his career as a journalist, which he said shaped his approach to storytelling, audience awareness, and credibility.
He then spent over 12 years "supporting the U.S. government overseas, translating complex policy and economic development work into clear, compelling narratives that resonated with diverse audiences."
Today, he said, his work focuses on strategic and corporate communications in multilateral organizations, "where communications plays a critical role in building trust and advancing institutional priorities."
Ayala initially decided to enroll in the program, he said, because in 2025 he found himself at an inflection point in his career. "I had built strong experience in development communications," he explained, "but I wanted to be more deliberate about strengthening the strategic side of my work. As I explored different programs, Rutgers stood out because it felt highly practical and hands-on a program designed for professionals who want to sharpen their practice and immediately apply what they learn."
Two courses he particularly enjoyed, Ayala said, were Creating Trust and Reputation: Ethics Within Public Relations with CPS Lecturer Heather Acker, and Powerful Storytelling for Contemporary Communicators taught by CPS Lecturer and SC&I Director of Marketing and Communications Brenda Sheridan.
"Professor Acker’s class stood out to me because her live sessions were consistently engaging, insightful, and interactive. The discussions felt meaningful, and her feedback was both encouraging and constructive. It created a space where we could genuinely exchange perspectives and practical resources, and for me, it was one of the most dynamic learning experiences in the program.
"I also greatly enjoyed Professor Sheridan’s course. Her feedback was thorough, the content and examples felt strongly relevant, and the assignments were highly practical. What I especially appreciated was that both classes incorporated AI tools in a thoughtful way, encouraging us to experiment while also critically evaluating their role in our profession. Those conversations were some of the most enriching throughout the program."
At a broader level, he said, the courses helped him develop strategies to align his goals with overarching objectives rather than focus solely on individual activities. "That shift has been especially valuable in my current role," he said, "where communications needs to support large institutional priorities and demonstrate real impact."
Ayala said one of the most valuable projects he worked on was the Capstone Project, because it enabled him to bring together everything he learned throughout the program. “I developed it around a real campaign I am building at work," he said, "which made the experience incredibly meaningful. It was not just an academic exercise, but an opportunity to apply, test, and refine what I learned over the past six months."
Offering advice to communications professionals, in any stage of their careers, who are considering enrolling in the Public Relations Certificate, Ayala said, "Approach the program with intention and be ready to engage actively. The value of this experience comes from how much you are willing to connect in shared learning spaces with classmates and professors, and to apply those exchanges into your own daily work. I would also say that this program is not only for those starting out. If you already have experience, it can be just as valuable in helping you update your skills, refine your thinking, strengthen your foundation, and become more strategic. For me, it was an opportunity to step back after more than a decade in the business, sharpen my approach, and come out more confident in how I can contribute as a PR professional."
