A team of five University of Oregon (UO) School of Journalism and Communication (SOJC) students participated in the 2016 Public Relations Student Society of America (PRSSA) Bateman Case Study Competition. The annual competition is an opportunity for public relations students around the country to create and implement a full PR campaign for a national client.
The client for this year’s competition is Student Veterans of America (SVA), an organization that provides student veterans with resources, support and advocacy to succeed in college. After an extensive judging process, three finalist teams are chosen to present their campaigns to sponsor representatives, including SVA, Edelman and The Plank Center for Leadership in Public Relations.
This year’s SOJC team includes four seniors — Jasmine Arant, Drew Forrest, Kevin Loder and Kenzie Yoshimura — and one junior, Maritza Rendon. The goal of their campaign, which they implemented Feb. 15 through March 15, was to increase campus awareness of veterans who are students and bolster support and networks for student veterans at the UO.
The team collaborated with the UO’s SVA chapter, the Veterans and Family Student Association (VFSA), to conduct research, host a focus group, create a resources poster, produce an “I Am a Student Veteran” video (embedded below), design a display and host a UO Student Veteran Night event.
“The poster that the UO PRSSA Bateman team designed gives an excellent snapshot of all the resources for veterans at this university, and we will display it in the Career Center for all to see,” said Clarice Wilsey, a senior career counselor at the UO Career Center. “To be honest, the UO PRSSA Bateman team was able to obtain some information and statistics that we have not been able to accomplish. This information will help us as we continue to promote the Student Veteran Career Peer Advising Program.”
The Student Veteran Night event, which took place on Feb. 29, featured SOJC Professor Dan Morrison as the keynote speaker. Morrison shared his own experiences as a student veteran and explained why he believes education is worth the journey. A variety of groups that sponsor resources for student veterans also tabled at the event, including the Student Veteran Career Peer Advising Program.
“The event was very useful for student veterans,” said Jason Kim, VFSA’s representative to student organizations and the Associated Students of the UO. “It had resources necessary for the success of veteran students who are graduating and finding a career. And listening to a faculty member who is a veteran showed student veterans there are faculty members who are fellow veterans and important allies.”
Story by Kevin Loder ’16