NEW YORK, May 14, 2013 -- The Marketing and Public Relations continuing education program at the NYU School of Continuing and Professional Studies (NYU-SCPS; www.scps.nyu.edu/marketing) today issued a call for applications for qualified New York City-based nonprofits and small businesses to participate in the Department's 24th Annual Public Relations Strategy and Execution Summer Intensive. Professors and students in the intensive will craft actual public relations plans and campaigns on a pro-bono basis that the selected small businesses and nonprofits can use to accomplish their organizational objectives.
The popular NYU-SCPS PR Strategy and Execution Summer Intensive, which runs from June 3 to June 8, is a one-week intensive workshop leading to a professional certificate. The Summer Intensive trains both nascent practitioners and career changers in the full range of public relations techniques, such as press kit writing and campaign planning. Faculty members are experienced PR professionals, led by Adjunct Associate Professor of Communications Mel Ehrlich, a former senior executive at Hill & Knowlton and Grey Healthcare, and former senior consultant to Pfizer, Inc.
Each year, the Intensive selects one or more clients for whom the students build actual public relations proposals and/or campaigns. Recent pro-bono clients include: Bed-Stuy Campaign Against Hunger, which operates NYC’s largest emergency food pantry, where clients are allowed to select fresh fruits, vegetables, and various food items according to their preference instead of receiving a pre-packaged pantry bag; Summit Academy Charter School bridges the gap between aspirations and realities by preparing 6th through 12th grade students to gain acceptance to, excel in and graduate from college by using three pillars of success: mastery of core subjects, character building, and community leadership; and ARR Health Technologies, Inc. is the owner and sole proprietor of LiceGuard® Brands USA and LiceGuard® Brands International. LiceGuard is the only complete non-toxic lice detection-killing-prevention line on the market.
The work with the client is structured to approximate a real-world agency experience as closely as possible. It includes client meetings, follow-up conversations, and a final presentation of the proposal and/or campaign and press kit judged by a panel of PR professionals.
“This is a ‘win-win’ proposition for both the students and the clients,” said Renee Harris, assistant dean of the NYU-SCPS Division of Programs in Business. “The students gain valuable perspective from working under pressure in an agency environment, developing new ideas, and determining new messaging to the media, while the clients obtain critical strategies and plans that can be executed with limited resources.”
To qualify as an NYU-SCPS PR Strategy and Execution Summer Intensive pro-bono client, applicants should be 501(c)(3) Not-For-Profit organizations and/or entrepreneurs or small businesses that have been in business for five or more years and have an organizational mission or objective that can be supported by a communications campaign that students can create during the Summer Intensive.
Organizations should submit their application by email to Charlotte Hunter, assistant director, at email@example.com and must include:
- a description of the organization;
- existing marketing collaterals;
- name and contact information (name, title, address, telephone, email address, website); and
- a statement, in general terms, about the organization’s communications challenges and why it would like to participate in this program.
Deadline for submissions is Monday, May 20. Assistant Dean Harris and other faculty leaders will review submissions and notify successful finalists shortly thereafter. Selected clients must make themselves available for consultation with their assigned agency team throughout the week and must be available on June 3rd to present and meet with their team and on June 8th for the final presentation.
For more information about the Public Relations Strategy and Execution Summer Intensive, visit http://scps.nyu.edu/academics/course_detail.html?id=PRFD1-CE8123.