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2021 Future Public Relations Professional of the Year Award Scholarship
The Public Relations Society of America’s New Jersey Chapter is now accepting entries for the 2021 Future Public Relations Professional of the Year Award scholarship. This annual award recognizes an undergraduate student who demonstrates a sophisticated understanding of and commitment to the public relations profession. The winner will receive a cash scholarship of $3,000, Certificate of Achievement and one year membership for PRSA National and PRSA NJ ($95 value).
PRSA NJ established the Pyramid Awards in 1989 to recognize public relations excellence in New Jersey. Since then, the Pyramids have become the state's most prestigious communications award. Members of the Public Relations Student Society of America (PRSSA) attending a college or university in New Jersey are invited to apply, and the winner will be notified by August 31, 2021.
- Demonstrated leadership
- Essay perspective and writing ability
- Commitment to public relations
- Practical experience (e.g. internships, other work/service, student firm work)
Write an essay (1,500 words max) about the topic below. Essays will be judged based on creativity, specificity of objectives/tactics/measurement and clarity of writing
Obtain at least one nomination letter from a professor, PRSSA faculty adviser, internship supervisor, and/or mentor (see your PRSSA chair for the formal Future PR Pro packet, which includes a reference letter guide)
Attach your résumé
Submit all materials to firstname.lastname@example.org no later than Friday, July 30, 2021
Your client is a popular soft drink among Millennials and Gen Z; however, it is still considered a challenger brand in relation to its two well-known competitors. This fall the company is looking to introduce a new flavor, Watermelon-Berry Cola, and is looking to its PR team to drive the launch (with a pretty hefty budget of $1M to support). The goal is to maximize exposure with its target audience and elevate the brand to the status and recognition of its two well-known competitors. But there's a catch: The flavor has not been testing well with its focus groups, but the company has invested too much money in R&D and production to scrap the flavor. What strategies and tactics would you implement to generate awareness and ensure long-term success for the brand with its target audience and beyond? How would you prepare for any backlash about the taste, both with consumers and the media? How would you measure success?