PR Student of the Year 2003
Open to all students matriculating between November 2001 and October 2002. Category entrants were presented with a true test of their PR acumen: devising a plan - from inception to evaluation - that would position Ray-Ban sunglasses as youthful and fresh. Following a thorough evaluation of the many worthy entries that were submitted, we narrowed the list down to five finalists. After flying the talented quintet to New York City, each finalist had to make the presentation in front of highly respected PR pros and journalists, and each had to respond to a crisis-simulation exercise, for which they were given only one hour to prepare before they returned to present their crisis counsel.
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