Jenny Buschhorn shares career experience and advice with students
Royal Maddison & Elizabeth Hayek
April 14, 2026
What were you doing professionally before you became a professor?
Before joining Texas State, Jenny Buschhorn, advertising professor of practice, built a career in advertising and strategic planning. She worked at several nationally recognized agencies and co-founded her own firm.
Buschhorn worked at agencies including GSD&M, McGarrah-Jessee, TM and McCann Erickson, where she developed strategy for brands such as Southwest Airlines, Whataburger and JCPenney. She later co-founded The Business Planning Group with McGarrah-Jessee, where she specialized in strategic business planning and brand positioning.
Through her work in advertising, Buschhorn developed a strong foundation in strategic thinking, collaboration and problem-solving. She learned to approach challenges from multiple perspectives, use research to guide decisions and work closely with teams to build effective campaigns. That experience now shapes how she prepares students for professional environments.
“I actually worked in advertising for a bunch of years,” Buschhorn said. “I got a call one day … and they asked if I wanted to teach one class.”
Buschhorn said she quickly realized she wanted to continue working with students.
“I taught that one class, and I fell in love with working with students and teaching,” she said.
Buschhorn’s transition into academia reflects the foundation she built during her advertising career, where she focused on strategy, research and collaboration. Her experience mentoring interns and junior employees, as well as managing client work, continues to shape how she prepares students for the industry.
In her courses, Buschhorn applies the same professional expectations she experienced in agency settings. She structures assignments to reflect real-world workflows and encourages students to take ownership of their work, much like they would in a professional environment.
“I want students to feel like they are in a professional environment,” she said. “I’m going to give them a lot of freedom, but they have the responsibility to take that freedom and do really great things with it.”
Jenny Buschhorn with President Kelly Damphousse, faculty members, and students at the 2025 Gold Standard Awards.
What career skills do you use most in the classroom today?
Buschhorn said the professional skills she uses most in the classroom are strategic thinking, collaboration, adaptability and confidence building. Drawing from her background in advertising and account planning, she teaches students to approach problems the way communication professionals do by assessing situations, discussing possible directions and executing a plan.
Rather than structuring classes around narrow assignments with fixed answers, Buschhorn said she prefers open ended instruction that reflects real workplace expectations. She encourages students to think critically, make decisions and take responsibility for their work.
“It’s not going to be a lot of very specific assignments where you check boxes,” Buschhorn said. “It’s going to be, let’s talk about what we’re going to do … now let’s go do it.”
She said that approach helps students stretch their learning further because they are challenged to work through real problems instead of simply completing tasks. She said goal is to help students operate in professional environments where initiative, judgment and flexibility matter.
Buschhorn said one of the most important skills she develops in students is confidence. She wants students to leave her classes with a stronger sense of who they are and what they can bring to a team or workplace.
“I want them to learn who they are … that they belong in that room, and that they have something to contribute,” Buschhorn said.
That focus reflects Buschhorn’s broader teaching philosophy, which centers on helping students prepare for careers not just by learning technical skills, but by understanding how to think, contribute and succeed in professional spaces.
What advice would you give SJMC students preparing for their careers?
Buschhorn said students should take advantage of every opportunity early in their college experience and seek out real-world experience whenever possible. She said that experience can come from unexpected places, such as helping a local business manage its social media.
“Do everything,” Buschhorn said. “Join clubs, go on trips if you can and meet with your professors.”
She said students do not need a traditional internship to gain experience, but they do need to find ways to stay involved and build skills.
Buschhorn said she values staying connected with former students as they grow in their careers. She said her goal is for students to leave her classes with both practical skills and confidence.
“I still have students from 10 years ago who call me and ask for advice about changing jobs,” Buschhorn said. “Watching them grow and progress through their career is incredibly exciting. I want them to learn who they are. Whatever room they’re in, they should know they belong there and that they have something to contribute.”
Buschhorn said the most meaningful measure of success is a student’s progress after the semester ends.
“I love the days that I get messages from students that say I got an interview or I got a job,” she said. “To be the beginning part of somebody’s career is just such a special opportunity for me.”
Who are some notable faculty that you work with?
Buschhorn credited the program’s strength to the faculty she works alongside. She said her colleagues play a key role in shaping student success and the overall learning environment.
“I really appreciate our director, Judy Oskam, because she has the same passion for students that I do, and she’s always helping us get the resources we need,” Buschhorn said. “Our faculty bring a range of industry experience and teaching styles that challenge students to think differently and grow. From foundational courses to advanced classes, they help students understand the field and build confidence in their work.”
Buschhorn said collaboration among faculty helps create a stronger experience for students and better prepares them for careers in the field.
Her perspective reflects the mission of the School of Journalism and Mass Communication, where faculty use industry experience to guide students. Buschhorn said her goal is to help students build confidence and develop practical skills as they enter the workforce.
About SJMC
The Texas State School of Journalism and Mass Communication prepares students for careers in media through hands-on learning and guidance from faculty with professional industry experience.