AU students get a first-hand look at the nation’s largest auto show

In a first for Aurora University, more than two dozen students attended the Chicago Auto Show Media Day earlier this month to learn up close how public relations, marketing, event planners, and journalists do their jobs at the largest auto show in North America. The event, which took place at McCormick Place in Chicago, brought together automakers, journalists, influencers, and industry professionals from around the world.

A hands-on learning experience

The trip was spearheaded by Patricia Plodzeen, AU Online adjunct professor, and Carolyn Foor, AU lecturer of business and communication and coordinator of experiential learning for the Dunham School of Business. The experience was designed in collaboration with the Chicago Auto Show to provide AU communication, marketing, and business students with exposure to media and event management in a professional setting.

“Events like the Chicago Auto Show offer real-world experience in a live, dynamic environment, where students can observe and participate in the organization, execution, and troubleshooting of events in real-time,” said Foor. “By having students attend press conferences and networking sessions, they can connect with industry professionals, media representatives, and potential employers.”

The field trip was a new initiative for both AU and the Chicago Auto Show. The trade show spans more than 1 million square feet of floor space at Chicago’s McCormick Place complex and displays almost 1,000 different vehicles.

Exclusive access to industry leaders

Throughout the day, students attended press conferences, including a Subaru new product reveal, Jeep’s latest announcements, Toyota and Rivian walkarounds, and a presentation from ComEd. They also participated in private sessions with public relations, marketing, and events management executives from Subaru, Toyota, and Jeep, who shared their insights and answered questions.

“The most exciting part was witnessing the actions of various representatives attending the event,” said marketing and communication double major Diego Guzman Favela ’26. “A Jeep product specialist explained that, given the unique setting of an auto show where actual sales are prohibited at the event floor, the goal is to send messages, deliver information, and create intrigue around their products. We saw this further put into action during Subaru’s press conference as they announced a new hybrid model for their flagship crossover SUV, the Forester.”

Students also lunched with journalists in the media center, talking to reporters about how they cover major events and develop their industry sources. The students also got a chance to take a ride in Jeep and Bronco vehicles on indoor test track rides.

“The most surprising part was witnessing the production of the press conferences and seeing how different companies showcased their newest vehicles in innovative ways. For example, Subaru used large, curved screens to present their commercials and strategic lighting to show the Forester, while Jeep had a test track allowing guests to experience the off-road capabilities of the Wrangler firsthand,” said marketing major Saray Lopez ’26. “As a student in the Program and Event Management course, I appreciated seeing real-world applications of the concepts we have been learning about in class.”

This blend of hands-on learning and professional networking not only deepened students’ understanding of the industry but also showcased the value of experiential education in preparing them for life beyond AU.

“We will definitely participate in this event again next year,” said Foor. “The experience is invaluable for preparing students for their future careers in PR, marketing, and event management.”