Students close in on prize

Seniors Courtney Garrett and Sarah Corder were announced as a part of the top five finalists for the PRWeek Student of the Year competition in December, an award given to the top public relations students around the country who compete to showcase their skills.

The top two finalists will travel to New York City for PRWeek’s award show March 20. The winner will receive $5,000 and a paid internship at PRWeek.

According to PRWeek.com, the magazine hosts the award in order to recognize students who are making an impact in the field of public relations. The competition honors undergraduates who excel in a variety of public relations skills.

As a part of their communication strategies course last fall, students were able to pitch a campaign idea to promote a fictitious client called “Flight Airlines” while demonstrating their communications skills.

“Usually (PRWeek) partners with real-life organizations such as Ford, but this year, they came up with a hypothetical company,” Corder said. “In that way, there was no current data to collect about the company.”

While creating a campaign for Flight Airlines, students restructured the airline’s frequent flier program. According to Corder, the goal for the campaigns was to increase flights in the airline’s frequent flier program by creating a partnership between Flight Airlines and the 2016 Rio de Janeiro, Brazil Olympics.

Students incorporated skills in research and creating marketing strategies. Garrett said the process required strategic development.

“We had to write a paper and make a plans book, which is like a magazine,” Garrett said. “(In the plans book) someone should be able to go from front cover to back cover and look at your ideas.”

Students also created campaign slogans. Corder’s slogan, “Go for gold, Go with Flight,” incorporates an Olympic theme for potential customers.

“Depending on how many miles a customer has flown, they get to be bronze, silver or gold-level fliers,” Corder said.

Defined by Garrett as a slogan with a double meaning, she created a motto called “Every Second Counts.”

“One meaning is that every second someone invests their time with Flight Airlines, we will make the most of every moment for them,” Garrett said. “On the flip side, we want to know where every second counts in their personal lives.”

Both Corder and Garrett have been forced to view the competition from different perspectives because of recent events in their lives, Garrett explained. As a double major in music and communications, Garrett said she recently discovered complications with her voice. She said her advancement as a top-five finalist was an unexpected gift from God.

“It was a huge blessing that he didn’t have to give,” Garrett said. “But he has been saying, ‘I have you here for a reason, and I have prepared you to do this. Trust me.’”

Unexpected change was in store for Corder as well. Over Christmas break, her mother passed away. According to Corder, despite her loss, she continues to view her involvement with the competition and her life as a testimony to others.

“God is just so good,” Corder said. “He has just been reinforcing that he is with me, and that he has a purpose for me.”

Along with the placement of Corder and Garrett as finalists, the award will give recognition to Liberty in the field of public relations. Keri Cook, a Liberty alumna, won the award in 2012. Garrett said it would be an honor if a Liberty student won this year.

“For Liberty to bring it home again, I would be so proud,” Garrett said. “Whether it’s me or Sarah. I would be proud.”