LAST CALL: PR's bright future is present at NYU

Students from NYU's School of Continuing and Professional Studies' summer PR institute had a chance to truly prove PR's power with this year's final project. Twenty one students, divided into teams of five, were required to develop a PR strategy that would help Cables %26 Chips, a 20-year-old computer cable maker shop located two blocks from Ground Zero, get back on its feet. After 9/11, the store had to relocate, lost customers, and laid off half its staff.

Students from NYU's School of Continuing and Professional Studies' summer PR institute had a chance to truly prove PR's power with this year's final project. Twenty one students, divided into teams of five, were required to develop a PR strategy that would help Cables %26 Chips, a 20-year-old computer cable maker shop located two blocks from Ground Zero, get back on its feet. After 9/11, the store had to relocate, lost customers, and laid off half its staff.

Each team presented a plan to Susan Feinstein, CEO of Cables & Chips, that offered suggestions on how the business could get the word out that it is making a comeback. The format in which the different teams presented their ideas resembled a "real world pitch, said Ken Brown, school spokesman.

Each team was individually graded on its presentation, but the project resulted in more than a good grade on a report card for everyone involved.

"This business had never used PR before. After hearing the pitches, Susan admitted she heard several ideas that her company could incorporate right away, said Brown. "The project proved to be a true public service."

It's good to know the future of PR is in such safe hands.

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