Originally published by: College of Media & Communication, Texas Tech University
Original author: Andrea Payne
Originally published on: April 7, 2023

At its core, Texas Tech's College of Media & Communication has become well known in producing leaders and doers in the industry who accomplish many exciting things. Students learn that becoming a professional does not start on the first day of a new job— professors provide each learner with hands-on experiences that are designed to help build strong knowledge while in the classroom to showcase in the real world.

Ciara Gaines is a two-time CoMC graduate who has worked her way up the corporate ladder after completing the mass communication graduate program in 2015. With a concentration in sports media, she always knew she wanted to explore the opportunities that were available on this path and was able to land a role with NBCUniversal.

“My story, of course, doesn't just start at NBCUniversal and it didn't happen overnight,” said Gaines. “I began working for Disney once I graduated from Texas Tech and this is where I made connections with professionals in different industries. During my time with this organization, I gained a mentor who works for ESPN, and he helped me secure my current role with NBCUniversal by helping me express my passion for what I wanted to do on paper.”

As a communications coordinator for a large network, a bonus for the job is no two days look the same. Gaines is able to lead her team by wearing multiple hats for the company and putting her skills to the test on a daily basis.

“A lot of my position involves accounting, which I also gained firsthand experience with when working for Hilton hotels,” said Gaines. “I work in the corporate communications department with three others for Universal Studio Group— a subset for NBCUniversal. We help promote NBCUniversal from our executive standpoint. All in all, we do a lot of events and pitching to different magazines, lists, and publications to get their faces in the public eye.”

With the help from dedicated leaders in the College of Media & Communication, Gaines has been able to adjust and showcase her expertise no matter which field she is in.

“I felt since I attended a community college first, I missed out on so much of my time here and I wanted more out of my education,” said Gaines. “I was able to come in contact with so many wonderful professors during my time in the college. After meeting Mr. Giovannetti who moved over in the athletics department, Jody Roginson, and so many other amazing people, I knew I had not gotten enough from CoMC. They were my motivation to join the graduate program here and I've enjoyed every moment.”

Along with the faculty members that became mentors to Gaines during her time in CoMC, she knew she made the right choice with deciding to become a student based on the big-name student athletes. She supported the athletics department in every way possible and enjoyed the different teams the university has to offer.

“I liked Texas Tech overall because I was a big sports fan,” said Gaines. “The year before I graduated, Michael Crabtree, Graham Harrell, and the football team did very well during the season. This helped me finalize my decision on going to Lubbock. Not only was I focusing on sports the way I wanted but I also had the comfort of being far away from my family while still being in the state of Texas.”