Coming up with a winning public relations plan for an event is a challenge even in the best of circumstances. Devising a plan that encompasses traditional promotion and a complete rebranding is even more difficult.
As part of associate professor Arhlene Flowers’ capstone Public Relations Lab, integrated marketing communications majors Caroline Anson ’20, Chloe Landau ’20, and Joey LoPiccolo ’20 were tasked with promoting the 2019 Wizarding Weekend, a Harry Potter-themed festival held in downtown Ithaca. But the event’s ongoing legal issues meant not only did they have to generate excitement for the 2019 festival, but they also had to evaluate it for promotional opportunities in 2021, when it will be rebranded the GorgeKeep Festival of Magic.
Having to essentially devise two entirely different plans simultaneously, it’s no wonder their work was recognized. The trio won a PRism Award — the highest honor — in the Student Program Awards/Events & Observances category from the Rochester chapter of the Public Relations Society of America. The awards recognize complete public relations programs and tactical elements incorporating sound insights and analysis, planning, execution and evaluation.