Are you the PR Student of the Year? - Are you the best PR student in the USA? Enter our fabulous contest, and you could win dollars 5,000 and a paid internship - not to mention the kudos of being the first-ever PRWeek Student of the Year

Imagine it. Your name up in lights.

Imagine it. Your name up in lights.

Imagine it. Your name up in lights.

A lifelong claim to fame. An impressive credential on your resume. A top

job in PR or corporate communications virtually certain. And dollars


Announcing the PRWeek Student of the Year Award. As part of the PRWeek

Awards 2000, PRWeek will be holding a competition to find the most

outstanding PR talent in the country, sponsored by the PR agency BSMG


And we’re offering a fabulous package to the winner:

- A dollars 5,000 cash prize

- A three-month paid internship with BSMG

- A free ticket to the glitzy glamorous PRWeek Awards in New York - all

expenses paid

Even if you don’t win first prize, two runners-up will win a dollars

1000 prize and an internship. And all the five short-listed students get

a paid trip to New York City.

The paid internships will be with award sponsor BSMG, one of the hottest

PR agencies right now. You can choose from 14 offices all over the


You can even choose the type of work you do. Said BSMG CEO Harris

Diamond, ’We’re pleased to sponsor this award because we feel it

recognizes the need to find students who can operate in the real world.

This competition will give you a taste of what PR is really like.

’It’s important for BSMG and the whole PR industry to attract smart

young people. And as well as the dollars 5,000, we have a fantastic

internship program which gives students meaningful assignments,’ he


The PRWeek Awards, to be held on February 15, 2000, will be a glamorous

black-tie occasion attended by all the big names in public


To win the inaugural PR student of the year will be a fantastic accolade

and potentially the start of a great career.

How do I win?

The winner of the PRWeek Student of the Year will be someone who

demonstrates ’real-life’ PR skills. There will be no long essays on the

history of PR. You’ll be asked to complete a set of tasks (see below)

that tests your grasp of PR as it’s really practiced. And the tasks are

a lot of fun.

What do I have to do?

All you have to do is write a media campaign for an imaginary dot-com

start-up firm. If you’re short-listed, you’ll go through to round two,

where we’ll pay to fly you to New York and give you some further

challenges (see sidebar below for more details).

When do I have to do this by?

The deadline for entries is January 7, 2000.

Who can enter?

Whether a major in media or math, communication or chemistry, anyone can

enter, so long as they were a student between November 1, 1998, and

October, 31 1999.

How do I enter?

The cost of entry is free. You can enter yourself, or you may be

nominated by your college or university teachers. For an entry pack that

explains the details of how to enter, send an e-mail to or write to: Hillary Singer, Student of the Year,

PRWeek Awards, PRWeek, 220 Fifth Avenue, NY, New York 10001.


You’ve read about them. The geeky wiz kids who start an Internet company

from their bedroom, and six months later, they’re multimillionaires. We

want you to write a media campaign for a fantasy dot-com Internet

start-up firm. We’ll give you a package of information on which to base

your campaign: details of the imaginary new product; stuff about the

company; bios of the main board directors. The rest is up to you. All

you do is use your analytical skills and creativity to come up with a

campaign strategy that ensures this new firm gets lots of attention from

three core audiences:

- Investors - who will provide the infusion of cash

- Opinion makers - who will create the buzz on the street and on the


- Consumers - who will buy the product

We want you to write a media campaign report that explains the strategy

and tactics you think are right to help this company to achieve these

goals. The campaign must include at least one written press release for

the media of your choice.

Five students will be short-listed for the second stage of judging. This

select group will be flown to New York, where they will each separately

be asked to present their media campaign to a panel that will act as the

imaginary ’client’ and will question the contestants on their


Each student will also be required to make a call to a journalist to

pitch a story. And then, the five students will be asked to take part in

a mock-crisis communications incident to test their skills in thinking

on their feet.

Sound fun?

To receive more information on how you can participate in this exciting

opportunity, please write to: Hillary Singer, Student of the Year,

PRWeek Awards, PRWeek, 220 Fifth Avenue, NY, New York 10001.

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