NYC Gazette

Sharmayne Crockett, a student majoring in Advertising Communications at The Lesley H. and William L. Collins College of Professional Studies, was part of a team that achieved third place in the FuturePR International Student Competition. This event gathered 77 students from 15 universities across 13 countries, including Australia, Bulgaria, Georgia, Hungary, India, Portugal, Romania, Spain, Thailand, Turkey, United Arab Emirates, United Kingdom, and the 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 first edition of this virtual competition took place over four weeks in November. It highlighted the creativity and strategic skills of communication students worldwide. Organized by EUPRERA (European Public Relations Education and Research Association) alongside ICCO (International Communications Consultancy Organisation), participants tackled significant global public relations challenges.

This year's theme focused on developing innovative PR strategies to counter misinformation and polarization while promoting media literacy as part of the Media Information and Education Pledge. To advance to the team level of the competition, Sharmayne submitted a case study centered on Fox News and misinformation.

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

For the main segment of the competition, EUPRERA placed Sharmayne with two other students from Hungary and the United Kingdom. They received guidance from a mentor based in Spain who assisted them in refining 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.”

Their campaign titled "United for Truth: Empowering Action Against Misinformation" aimed to engage stakeholders, educate the public, and encourage corporate accountability through three main components: a multistakeholder event, an innovative business-to-consumer campaign, and a corporate strategy.