Saturday, Feb. 19, Elizabethtown College alumna Skye McDonald spoke at Bowers Writers Houses’s “Super Science Saturday” discussing the growing field of STEM-related writing opportunities. The Bowers Writers House is hosting several panel discussions cumulating their collective called “Super Science Saturday.” At first glance, the panel discussions may seem only geared towards Etown students who are majoring in engineering, biology, computer science or data analytics. However, that is not the case. There is a growing field looking for individuals with strong writing and communication dynamics within the science, technology, engineering and mathematics (STEM) disciplines.
The Bowers Writers House looks to take advantage of this newly developed field for Etown students in hopes of providing more job and internship opportunities. The goal of the program is to allow students to understand the complexity and sophistication of writing and documenting for STEM-related jobs.
In the second edition of the series, McDonald spoke to several students about her background and how her learning experiences at Etown helped shape her professional career. McDonald presented on the topic of copywriting in pharmaceutical advertising.
After graduating with a professional writing major and communications minor, McDonald has been heavily involved in literature and journalism. During the event, McDonald acknowledged that she was very indecisive during her college career when determining her post-graduation decision. She worked for the Etownian, to which she attributes a lot of her knowledge and application skills.
“You can learn a lot in the classroom but it is better to have a new experience to practice,” McDonald said. She heavily emphasized the importance of students finding internships to help them throughout their journey of completing their undergraduate degree(s).
She explained how her major allowed her to learn and apply transferable skills to a wide range of different professional demographics. After college, she took up an internship with Harrisburg magazine. After her internship, she began freelance vlogging and social media management while working for local magazines in West Chester, Pa.
McDonald never thought of working for pharmaceutical companies until she was looking for jobs and stumbled upon an opportunity. “It happened quickly when I was looking for new positions,” McDonald said.
When discussing the differences from writing for magazines to making pharmaceutical advertisements, she noted that she went from writing monthly which included lengthy articles, to pharmaceutical projects a consumer may not see for three years. McDonald explained the importance of bridging the gap between heavy, scientific knowledge and consumer needs when making advertisements.
Throughout McDonald’s presentation, she highlighted the phrase, “less is more.” In her profession, research is essential. When performing promotional translation, she focuses on making hard scientific terms more conversational and understandable while not losing credibility. She takes what she knows and simplifies it by writing promotional advertisements that focus on attracting and gaining the trust of clients and follow regulations provided by the FDA.
When copywriting, she follows the rule of the 3 C’s: creativity, concise and continuous updates. This motto allows McDonald to remix slogans in her own way that is specific to the audience she wants to reach. Essentially, McDonald focuses on brand storytelling. She gives products life through literature themes to make drugs more relatable to audiences.
After the conclusion of McDonald’s presentation, students were given the opportunity to ask her questions. Many questions were related to her experiences at Etown and her navigation process of finding a job even when it does not pertain to her major.
“Try to take as many classes as you think may apply to what you want to do,” McDonald said. When taking a variety of classes, students can determine what they like and do not like. She stated that while taking a variety of classes, she was able to perform a process of elimination as well.
McDonald mentioned that college is a space for exploration of character development and figuring out post-graduation plans. She explained that students should not be stressed if they do not have a job lined up after college or if they are struggling to find a definite career path. She is an embodiment of going wherever life takes her.
“Find your own career, or your career finds you,” McDonald said.
McDonald will be back at the Bowers Writers House on March 26 at 11 a.m. More information is on the Bowers Writers House website, https://www.etown.edu/centers/writershouse/
