Balancing technology with human warmth defines excellent hospitality—a lesson that Washington State University student Jacob Frazier learned firsthand during his recent summer internship.
A senior majoring in risk and crisis communication at the Edward R. Murrow College of Communication, Frazier describes his experience as a perfect test of classroom knowledge, problem-solving skills, and leadership under pressure. Working as acting manager of his family’s boutique hotel in Palm Springs, California, he combined communication training with the use of Artificial Intelligence to enhance customer service and streamline operations.
“As the acting manager of the 12-room hotel, my key role was to coordinate reservations and guest relations, including handling inquiries and being available to respond to any questions,” he said. When unexpected disputes arose, he relied on the communication skills he sharpened at Murrow College to listen, stay composed, and ensure every guest felt heard.
“Risk communication classes taught me how to stay calm and think critically in unstable environments—how to multitask, solve problems quickly, and respond to crises professionally,” he said.
During his internship, Frazier also leveraged AI technology to create a completely non-contact guest experience—one that feels effortless from the moment a reservation is made to the final checkout. He helped introduce Claude, an AI chatbot that provides response prompts for guest messages. “My responses were concise and clear, building on AI prompts and combining my writing lessons to personalize them and enhance clarity,” he said.
Frazier believes AI will play a major role in the future workplace. “Artificial Intelligence will change what people can do. Many jobs will become automated, but I believe many new jobs will also appear—especially those related to AI, managing it, developing it, and coding it,” he said.
Frazier transferred to WSU from Santa Monica College, drawn by Murrow’s welcoming community and practical approach to education. “From the first online meeting to the campus tour with the Murrow College advising team, I was immersed in a culture where each person’s interests and ambitions are integrated in a way that ensures all classes and extracurricular activities prepare them for the world,” he said.
His coursework in risk and crisis communication has been especially transformative. “Risk communication classes have taught me how to stay calm and think critically in unstable environments—how to multitask, solve problems quickly, and respond to crises professionally,” he said.
Frazier also credits his COM 300 class with strengthening his writing skills. “I enjoyed this class immensely. The constant push to improve my writing, meet deadlines, and submit quality work really challenged me,” he said.
As he prepares for graduation, Frazier reflects on how both classroom and internship experiences have equipped him to thrive in a fast-changing communications landscape. “My parents, Joey Shanahan and Andrew Frazier, have been the biggest influence and role models in my life. I want to work for consulting firms or large corporations to combine my classroom and industry experience to protect a company’s reputation and guide public perception during critical moments,” he said.
For Frazier, experiential learning has done more than enhance his résumé—it’s helped him find balance between innovation, professionalism, and the human touch that defines great communication.