2013 Utah PRSA Student of the Year Competition

Hey guys this is an awesome opportunity! It is like an award, scholarship and internship ALL IN ONE! It would be so amazing if one of our members won this honorable award. Here are the full details, if you have any questions please contact Brother Ward Hicks.

2013 Utah PR Student of the Year Competition
Call for Entries
The Public Relations Society of America Greater Salt Lake Chapter is sponsoring the eighth annual Utah PR Student of the Year competition. The objective of the program is to provide students statewide with the opportunity to apply public relations fundamentals learned as part of coursework to a realistic scenario, which will better prepare them for a career in public relations. Please note the competition has been moved to the spring to better accommodate student and advisor schedules and to help ensure there is strong representation from each college and university.
The winner will receive a $1,000, bragging rights as the Utah PR Student of the Year for 2013 and a public relations internship either with the 2013 client, The Living Planet Aquarium, or a leading Salt Lake public relations agency. A Silver and Bronze award will also be presented along with $500 and $250 to the first and second runners-up during the PRSA Spring Development conference in May. Each finalist will receive a complimentary admission to the conference. You do not need to be present at the conference to accept your award.

The competition is open to undergraduate students who are studying communications and are enrolled during spring semester 2013 at any accredited university or college in Utah or at Brigham Young University Idaho (which falls under the jurisdiction of the Greater Salt Lake Chapter). Each student can only enter once per year. There is no cost to enter.

How to Enter
Develop a public relations campaign for the scenario provided in the accompanying materials. The entries will be judged by a group of local PR professionals. One finalist from each school will be selected provided a minimum of five entries is received from their institution. At-large finalist(s) (or “wild card”) may be selected from schools with less than five entries, as well as from runners-up at schools with five or more entries.
Please do not include supporting or additional materials in the initial entry. These materials can be used in the second phase of judging should you be selected as one of the finalists. Incomplete entries may not be accepted – please include the following information:

  • Name
  • School
  • Year
  • Major
  • Expected Graduation Date
  • Address
  • Cell/Daytime Phone Number
  • E-mail Address
  • Adviser’s Name

Live Competition
The finalists will be invited to present their campaign to the judges Saturday, April 13, 2013 as well as to demonstrate additional “real-life” PR skills including pitching a journalist, participating in a timed writing exercise and responding to a crisis situation. The judging panel will include leaders in the public relations industry and PRSA board members. All finalists will be responsible for their own transportation to and from the live competition in Salt Lake City as well as any accommodations or other out-of-pocket expenses. After the finalists are named, they will receive additional instructions for the live competition.

Entry Deadline
Entries must be e-mailed, delivered or sent first-class mail and received no later than Friday, March 22, 2013 at 5 p.m. The following is a timeline for the competition:
Entry Deadline—Friday, March 22, 2013
Finalists Announced—Friday, March 29, 2013
Live Competition—Saturday, April 13, 2013 (8:30 a.m.—1 p.m.)
Winners Honored— During PRSA Spring Development conference
Please submit your entry or any questions via e-mail to cthomas@intrepidagency.com. Entries can be mailed to the following address:

Chris Thomas
375 West 200 South, Suite 275
Salt Lake City, Utah 84101

Competition Scenario
The following is a real scenario created for the purpose of the competition as well as to provide new ideas and public relations assistance to a deserving nonprofit organization, The Living Planet Aquarium.

About the Non Profit
The Living Planet Aquarium (TLPA) is a 501c3 non-profit organization that provides the community with countless educational opportunities to understand and respect our precious Earth and its living ecosystems, from the Utah deserts and mountains, to rain forest habitats, to the planet’s vast oceans.
TLPA will move to a new facility in December 2013 that will be an iconic and unique building, encompassing more than 136,000 square feet. It will provide a new and exciting activity in which the whole family can participate throughout the entire year. In addition to entertainment, it will offer educational programs, field trips, and hands-on learning that would not otherwise be accessible to Utah’s children.
Conservatively, it will attract 530,000 visitors per year as a family oriented destination for Utah residents as well as tourists. The Aquarium will serve to showcase ecosystems from around the world such as marine, freshwater and rain forests to name a few, and how they work together to form one global ecosystem, The Living Planet.
Campaign Goal
Maximize exposure leading up to, during and following the move to the new facility to increase awareness of TLPA and its unique offerings, and to support sales and development efforts.
1. Demonstrate a 20 percent increase in awareness of TLPA and its offerings by June 2014
2. Generate at least six significant print or broadcast media opportunities prior to the official grand opening campaign kickoff in late November/early December
3. Generate at least eight major print and broadcast media opportunities surrounding the grand opening, including two morning show live shots or appearances
4. Secure at least five blog reviews of the new aquarium by the end of 2013
5. Secure at least four significant print or broadcast media opportunities during the period from February-June 2014
6. Increase Facebook, Twitter and Pintrest followers by at least 20 percent by June 2014
7. Execute at least one event (each) for corporate sponsors, season ticket holders and volunteers by the official opening of the new facility

TLPA faces several challenges especially during the six month period leading up to opening of the new facility, including maintaining interest and attendance. Patrons are already expressing a loss of interest and saying they are or may stay away until the new facility opens. Additionally, moving to the new aquarium will be logistically challenging and will require closing to the public for 6-8 weeks. TLPA is seeking counsel on how to communicate this and when and how to unveil the new facility to the media and public.
TLPA has little to no budget for public relations efforts. Additionally, the organization also has very limited staff and resources, which limits their bandwidth for communication efforts. It is important to note that there is a modest budget for advertising and marketing, however these efforts are being developed and executed independent of the public relations team.

The Assignment
Develop a year-long PR campaign, from June 1, 2013-May 31, 2014, that incorporates both fundamental and creative strategies and tactics for achieving The Living Planet Aquarium’s goal and objectives. It is important to note the strategies and tactics are not limited to the objectives listed (which are how the effort will be measured). Also, the judges will reward unorthodox—out of the box, yet realistic—public relations concepts. Entries should be typed in a font size no smaller than 10 point with one-inch margins.
The entry must include the following:
1. Cover Letter (please also acknowledge you have read and agree to the rules)
2. Executive Summary (no longer than one page)
3. Public Relations Plan (1-3 pages) that includes the following:
a. Situation Analysis
b. Research Summary
c. Objectives
d. Target Audiences
e. Messaging
f. Strategies
g. Tactics (including media relations, community relations, promotions, events, interactive, digital/social media, etc.)
4. Campaign Timeline (no longer than one page)
5. Press Release about an activity presented in your communication plan (no longer than two pages)

Non Profit Contact
More information about The Living Planet Aquarium is available at http://www.thelivingplanet.com Additionally, entrants may contact:
Angie Hyde
Director of PR & Marketing
The Living Planet Aquarium
801-355-3474 ext 214

Official Rules
The Utah PR Student of the Year competition is open to undergraduate students who are studying communications and are enrolled during winter/spring semester 2013 at any accredited university or college in Utah or at Brigham Young University Idaho (which falls under the jurisdiction of the Greater Salt Lake Chapter). There is no cost to enter; each student can only enter once. Entries must be submitted no later than Friday, March 22, 2013 at 5 p.m. Incomplete entries may be disqualified. Finalists must be available to participate during the entire live competition on Saturday, April 13, 2013 from 8:30 a.m. to 1 p.m. All finalists will be responsible for their own transportation to and from the live competition in Salt Lake City as well as any accommodations or any out-of-pocket expenses. The PRSA Greater Salt Lake Chapter reserves the right to limit the number of participants and to change any or all of the rules, requirements or dates. PRSA also reserves the right to disqualify any participant. The final outcome of the competition is at the sole discretion of the judges and PRSA. All materials submitted become the property of The Living Planet Aquarium. As such, entrant agrees that The Living Planet Aquarium may use any strategies, tactics and concepts without credit or remuneration.

This entry was posted in PRSSA by Kaiti Moss. Bookmark the permalink.

About Kaiti Moss

I am a communication student at Brigham Young University-Idaho. I am a part of our student run agency, I~Comm, and I love it. I hope when I graduate my career will be similar to the work I am doing now, but better. I would love to work for an international agency one day, and hope to work on a campaign for a company who focuses on international development. I believe that as human beings we have the responsibility to help each other.

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