Public Relations Internship Mentoring and Education (PRIME) Program

United Negro College Fund (UNCF)

$200,000 grant

Our project with UNCF focuses on three HBCUs in Atlanta – Clark University, Spelman College and Morehouse College. The three schools have shared infrastructure and articulated courses through the Atlanta University Center.

PRIME has three key objectives:

· Attract more students to the schools’ public relations programs;
· Improve the quality of those programs; and,
· Make the students better prepared to compete for jobs in the public relations profession and to contribute to society.

Elements of the program include:

· “PRIME Scholar” applicants are screened and recruited from Morehouse, Spelman and Clark Atlanta, with an emphasis on writing skills and a demonstrated interest in public relations;
· Capacity building grants support enhancement of the PR curriculum and outreach to admissions officers and faculty advisors, exposing them to the exciting career opportunities in public relations;
· Recruitment of PR practitioners as adjunct professors uses PRSA’s “Learn To Teach” program develops a strong adjunct faculty cadre from the profession;
· PRIME Scholars complete a public relations “MOOC” (Massive Open Online Course) exposing them to PRSA’s PD webinars and the Council of PR Firms’ “PR Quickstart” program;
· Mentors from the Arthur Page Society’s PageUp program offer guidance and networking advice to PRIME Scholars; and,
· UNCF’s “boot camp” in Washington, D.C. gives PRIME Scholars job readiness skills, and prepares PRIME scholars for internships and fellowships with leading corporations and public relations firms.

UNCF is assisting in fundraising and providing staff for coordination and guidance, working directly with its member schools. The program launches in the fall of 2015 with a goal of adding 25-30 PRIME Scholars each year.