Arhlene A. Flowers joined Ithaca College in 2006 as an assistant professor and was promoted to associate professor in 2012. She teaches in the Integrated Marketing Communications Program in the Department of Strategic Communication. Her new book, Global Writing for Public Relations, was recently published by Routledge, a global publisher of academic books, journals, and online resources in the humanities and social sciences.
She has extensive public relations and marketing experience on both the agency and corporate sides. She can help students learn how to help organizations launch new products and services, revitalize existing ones, reach new markets, overcome crises and marketing challenges, and enhance awareness among shareholders. She has held senior management positions at leading New York City agencies, including Ruder Finn, Hill and Knowlton and Middleton & Gendron.
Throughout her career as a practitioner, Arhlene has represented a wide range of public and private companies, government organizations and nonprofits, such as airlines (Air France, KLM Royal Dutch Airlines, Royal Jordanian Airlines, Singapore Airlines, South African Airways), destinations (Bermuda, Catskill Region, Hong Kong, Indonesia, Jamaica, Mexico, Puerto Rico, St. Lucia), economic development (Hartford, Conn.; Indonesia), hotel companies (Four Seasons Hotels and Resorts, Homewood Suites by Hilton, Marriott Resorts, Regent International Hotels), publishers (Lonely Planet), real estate (Four Seasons Clubs; Palm Coast, Fla.), beverages (Mount Gay Rum, Robert Mondavi) and art organizations (Byrdcliffe Arts Colony).
On the client side, she served as corporate public relations director worldwide at Four Seasons Hotels and Resorts, based in its corporate headquarters in Toronto. At Four Seasons, she managed the corporate PR department and directed PR agencies in the U.S. and Europe for this publicly held company and its portfolio of luxury hotels and resorts on six continents, as well as its real estate developments. She also represented the hotel company as a client at two public relations agencies.
In the crisis communications arena, she has dealt with crime, terrorism, airline hijackings, accidents, hurricanes, floods, earthquakes, labor disputes, boycotts and food poisonings.
Born in Hawaii and raised in New York, Arhlene holds a Bachelor of Arts from New York University and a Master of Professional Studies from the New School in New York City. She is a member of the Public Relations Society of America, National Communication Association and International Communication Association. She also serves as the faculty advisor to Ithaca College's Chapter of the Public Relations Student Society of America.
Arhlene has represented clients on six continents and has traveled throughout five continents – and hopes to visit Australia and Antarctica in the future.
Teaching Philosophy and Service-Learning Experiences for Students
Her goal as an educator is to help students understand the dynamic field of public relations and its role in IMC in a challenging, intellectually rigorous environment. Her classes provide students with practical, critical-thinking skills and theoretical concepts within the public relations discipline, along with hands-on experiences with real-world organizations, which can be applied to whatever communication or business endeavor they undertake in the future. Students pursuing public relations will start their careers with an advantage. Those becoming marketers, advertising executives or entrepreneurs will collaborate with public relations agencies and in-house public relations and corporate communication staff—and they will need to know how public relations can play a significant role in the marketing mix to develop synergistic campaigns to build awareness of their brands, products, and services.
Her public relations classes demonstrate how the industry can influence consumers' decision-making processes; shape opinions about public figures, organizations and brands during positive news and critical crisis incidents; connect with increasingly global and diverse audiences; and impact the content of traditional media and evolving digital media. Many of her assignments have a lifespan beyond the classroom as creative samples that can be added to student portfolios, which are valuable tools in securing internships and entry-level positions.
Courses Taught at IC: Public Relations, Writing for PR, PR Lab, Meeting and Event Management (undergraduate); and Contemporary Topics: Public Relations (graduate level)
Faculty Advisor for Student Awards:
AVA Digital Awards, Gold, video for the Web/student production (Kristine Tsui, '15) for PR Lab client Julia E. Dean
PR Week Student of the Year Award finalist (student Charlotte Hyman '11; PR Lab, Fall 2010)
Public Relations Student Society of America Bateman Competition, Honorable Mention (students Mandy Kessler '08, Rebecca Levitt '09, Liz Marmo '08, Colleen Shea '09, and Jeremy Tagliaferre; PR Lab, Spring 2008)
Direct Marketing Educational Foundation Collegiate ECHO Competition, Bronze Award (students Lisa Voyticki '07 and So Hyeon Park; PR Lab, Spring 2007)