UC students prove their PR prowess

Kristyn Comino

7 October 2010: For the eighth year in a row the University of Canberra has won the ACT Public Relations Institute of Australia (PRIA) Student Communication Challenge.

Students from the University have won the PRIA challenge each year since it began. This year they tied for first place with another team from the Canberra Institute of Technology (CIT), the first time this result has occurred.

The UC winners of the PRIA challenge with their trophies. L-R: Elyssa Comer, Melissa Jones, Leah Finnigan and Rebecca English

Final year students from the University and CIT can take part in the PRIA challenge, which involves designing a PR strategy for a not-for-profit organisation. Six teams were involved this year.

The University’s winners were Elyssa Comer, Leah Finnigan, Melissa Jones and Rebecca English. They worked with Attention Deficit Disorder ACT, a support group for those affected by ADHD. 

The students had been working on the project since April, with Ms Comer saying they were proud their hard work paid off.

“It was a very exciting result for the team and UC, who are upholding an exceptional track record in the student challenge,” Ms Comer said.

“It definitely was a challenge but a worthwhile one, as final year students it was a good way to prepare for the industry. I would encourage other students to get involved next year.”

The PRIA challenge is designed to develop PR students into professional practitioners, with Ms English saying it added to what she has learnt at the University. 

“Along with units at UC like Public Relations Strategy, it makes you feel more confident in your skills and your ability to participate in the PR industry,” Ms English said.

The students said Attention Deficit Disorder ACT hope to put their plan into action in future, which was written to be implemented at any time with a budget of just $600, compared to the $20,000 some other groups used.

Ms Jones said the challenge was a great opportunity to gain practical experience, and to help out a worthwhile organisation.

“It’s a way of giving back to the community with our tertiary skills. A lot of not-for-profit organisations can’t afford to have someone do a PR strategy for them, so it was nice to create something that was in their budget and that we could do for free,” Ms Jones said.

The students are now looking forward to graduating and beginning their careers, with Ms Finnigan saying she can’t wait to put her PR skills to use in the workforce.

“Before I started university I wasn’t sure what I wanted to do. Now I know PR is what suits me, it’s an exciting industry that can take you anywhere,” Ms Finnigan said.

The students wished to thank their mentor throughout the competition, Justine O’Brien from the Department of Defence.