Chis Overholser Speaks at PRSSA Meeting

     Chris Overholser, senior communication manager of Vans, spoke at the Public Relations Student Society of America (PRSSA), California State University, Long Beach(CSULB) chapter  meeting on Tuesday, Nov. 15 to share the story of Vans and how he got started in public relations.

     This meeting showcased the third public relations professional to guest speak at a PRSSA meeting this semester. As new members join and others get closer to graduation, a major emphasis is placed on internships and the availability of local opportunities in each meeting. Overholser expanded on this idea while sharing his real-life experiences during an open discussion with the members.

     Overholser’s career path was filled with many useful experiences that led him to Vans. His background consists of bachelor’s degrees in history and political science. He then went on to earn a master’s in sports management. During this time, he also worked at several internships that helped him secure a marketing position after graduation.

     The first job Overholser had out of college was overseeing marketing for two professional sports teams, Minor League Baseball’s Wichita Wranglers and professional indoor soccer’s the Wichita Wings, in Kansas. He explained that working in a small market allowed him the opportunity to experience the job from many different angles and to learn skills that he still draws on to this day.

     After Kansas, he worked at Fleishman-Hillard International Communications agency. Overholser recommends working at an agency at the beginning of a public relations or marketing career. The agency life teaches professionals to respect deadlines and to be efficient with their time as the client often pays per hour. The exposure to different industries, management styles, and public relations and marketing tactics enhances a professional’s abilities.

     In 2001, Overholser began working for Vans, a shoe manufacturing company that was founded by the Van Doren brothers in Anaheim, Calif. during the 1960s, where he oversees marketing and public relations efforts that sell the Vans’ lifestyle not just its product.

     The Van Doren brothers’ deck shoes quickly became a part of the Southern California skater’s wardrobe. Aware of this trend, the owners of Vans realized their key public and began creating shoes for all types of action sports ranging from skateboarding to wakeboarding.

     With a company dedicated to action sports, Overholser manages a staff that focuses on getting the word out to the right mix of media outlets all the while constantly educating themselves on the several thousand products Vans puts out each season.

     “There is no such thing as a typical day,” Overholser said. “One minute I’ll be talking to the editor of some skate magazine and the next I’ll be on the phone with Vogue trying to convince them I know what the fall trends are.”

     Vans prides itself on not paying for product placement but allowing for the process to occur organically. Its shoes can be seen on a wide range of public figures ranging from “Twilight Saga” actor Kirsten Stewart to athletes like surfer Nathan Fletcher. Vans even has a line of Hello Kitty brand products, which further extend its reach to a diverse public. “It’s fun to work for a company that can mean different things to different people,” Overholser said.

     Members of PRSSA mingled after the meeting and expressed their renewed excitement for public relations. “Overholser was informative and didn’t talk about the same things you always hear about public relations,” said Sasha Filipovich, a member of PRSSA and journalism student. “He gave a realistic view of brand awareness that actually triggered some creative ideas that’ll help me with my school projects.”