TUESDAY, MAY 11, 1999

PR students top competitors

By Rhonda Spies

On-Line Forty-Niner

The Cal State Long Beach public relations program in the journalism department learned this week that it is ranked as one of the top three schools in the country following the program's performance in the Bateman Case Study Competition.

Five students - Tricia Arcelona, Kristi Brezden, Mairim Martinez, Ricca Silverio and Amy Beth Stevens - represented CSULB in one of nation's top collegiate public relations competitions. Advised by Emma Daugherty, public relations option head, the students developed and implemented a public relations program to promote Kick Butts Day, a national youth advocacy event sponsored by Campaign for Tobacco-Free Kids. The students chose two Long Beach schools, Woodrow Wilson High School and Rogers Middle School, to become part of a unified anti-tobacco assembly of youth advocates called "Team No Tobacco."

The 75 entries in this year's Bateman Case Study Competition were judged by four different groups of judges from the New York City, Buffalo, N.Y., Philadelphia, Pa., and Palm Beach, Fla. chapters of the Public Relations Society of America.

"One of the judges in the final round went absolutely wild over the Long Beach entry. He said it was just incredible, so professional, so creative," said Elaine Averick, manager of the Public Relations Student Society of America, which sponsors the competition.

The CSULB students conducted extensive research and found that children between the ages of 11 and 18 are influenced by glamorous tobacco advertisements, enjoy sporting events and are fascinated by race cars. These findings led them to develop the theme, "Winning the Race Against Tobacco Companies," focused on banning tobacco advertising and sponsorships at sporting events. Some of the anti-tobacco activities included letter-writing and design contests, student lobbying efforts in Sacramento, an anti-tobacco rally at Wilson High School, school visits by tobacco-free race car driver, David Seuss, and a grass-roots campaign at the Toyota Long Beach Grand Prix.

The Bateman students, along with their adviser, will head to Washington, D.C. to compete for the national ranking of first, second, and third place on May 21. The half-hour presentation and 10-minute question-and-answer session will be judged by five representatives from Campaign for Tobacco-Free Kids. The CSULB team will compete against the University of Florida and University of Georgia for top honors.

In 1997, CSULB broke a national record in the Bateman Case Study Competition by having the most consecutive national wins. CSULB placed second in 1997, second in 1996, third in 1995, and first in 1994. In 1998, CSULB ranked sixth in the national competition, receiving honorable mention.