The student-run public relations firm in an undergraduate program: Reaching learning and professional development goals through ‘real world’ experience

A student-run public relations firm can offer a variety of benefits for an undergraduate program in which there are limited resources for professional involvement by students. The article is a case study that profiles a student-run firm launched in conjunction with a capstone course in a journalism department. Specific learning and professional development goals were established for students, the department, and for clients served by the firm. The article presents a brief summary of successes, along with a discussion of opportunities and challenges. General recommendations are offered for establishing a student-run public relations firm.

► The article focuses on establishment of student-run public relations firms in collegiate undergraduate programs.
► The article is a case study of a successful student-run public relations firm.
► The firm discussed in the article was linked with a capstone course.
► The article lists and discusses relevant outcome goals for students, the academic unit, and clients served by the firm.