CCPS Student on International Team Places Third in PR Competition

Sharmayne Crockett, an Advertising Communications major in The Lesley H. and William L. Collins College of Professional Studies, was on a team that placed third in the FuturePR International Student Competition. The 2024 edition of FuturePR brought together 77 students from 15 universities in 13 countries (i.e., Australia, Bulgaria, Georgia, Hungary, India, Portugal, Romania, Spain, Thailand, Turkey, United Arab Emirates, United Kingdom, and US).

“When I learned that our team secured third place in the FuturePR case study competition, I was filled with pride and excitement,” Sharmayne said. “As the only American and Black student in the competition, it was a moment of immense relief and joy when the results were announced. Seeing our dedication recognized on such a global platform was incredibly fulfilling, especially considering our diverse backgrounds. I felt a profound sense of achievement and appreciation for my team’s collective effort throughout the entire process.”

The inaugural edition of the competition, held virtually over four weeks in November, showcased the creativity, strategy, and collaborative excellence of communication students from around the globe. Organized by EUPRERA (European Public Relations Education and Research Association), in collaboration with ICCO (International Communications Consultancy Organisation), competitors addressed key global public relations and communication challenges. 

This year’s theme, rooted in the Media Information and Education Pledge, invited participants to devise innovative public relations (PR) strategies for countering misinformation and polarization, while fostering media literacy. Wanting to gain hands-on experience in the PR field, Sharmayne initially had to submit a case study to progress to the team level of the competition. Her case study focused on Fox News and misinformation.

“The growing impact of misinformation motivated me to tackle the challenge head-on,” she said. 

For the main portion of the competition, EUPRERA placed Sharmayne on a team with two other students from Hungary and the United Kingdom. They were provided with a mentor from Spain who helped them refine their strategy and presentation. 

“We dedicated ourselves to extensive research, analyzed current trends, and applied strategic communication methods to develop a comprehensive campaign,” she explained. “Countless brainstorming sessions, early meetings, and continuous refinements helped us build a solution we were proud of.”

The goal of their campaign, “United for Truth: Empowering Action Against Misinformation,” was to mobilize stakeholders, educate the public, and promote corporate accountability. It included three key components: a multistakeholder event, an innovative business-to-consumer campaign, and a corporate strategy.