Capstone Team Champions DEI in PR

Workplace equity became a top priority in spring 2026 when eight public relations seniors teamed up to support a nonprofit diversity coalition.

The capstone experience served as a culmination for these graduating senior to test their knowledge and experiences prior to graduation. They worked to create insight-driven campaign in a classroom environment meant to mirror agency life.

“This course is designed to reflect the pace and expectations of a real PR agency,” said Dr. Kaye Sweetser, APR+M, Fellow PRSA. “Students are expected to produce work that is strategic and research-based so they can enter the industry with confidence and a strong understanding of the public relations process.”

The team partnered with the east-coast based nonprofit Diversity Action Alliance to develop and execute a full PR campaign. Working with the DAA, the team had two main objectives: to increase Instagram engagement expand West Coast signatories.

Their campaign highlighted the importance of using simple, research-backed messaging to drive awareness — a core principle of public relations.

The team built the campaign on insights gleaned from primary research. They conducted a nationwide survey, in-depth interviews and a content analysis to better understand how people saw the DAA and DEI in PR. The findings shaped each strategy and grounded the campaign in audience insight rather than assumption.

“Diversity, equity and inclusion is a constantly evolving topic that can be challenging to navigate,” said Rachel Hyman, the campaign’s HR manager. “We wanted to make sure every part of our campaign was backed by solid research, to deliver the greatest impact. It was an amazing learning experience.”

What they did

The campaign hired a graphic designer to help with branding and produced Instagram posts designed to engage and inform. They devised media pitches and wrote an op-ed on behalf of the client. They engaged PR agencies to support DAA’s mission and entice them to join the movement. 

The results of their successful campaign

The team's PR products sharpened DAA’s messaging and clarified how the organization communicates its mission to the industry.

• Content creation efforts led to a 200% increase on Instagram engagement, reflecting stronger audience interaction with the DAA’s messaging.
• Outreach efforts led to an increase of four signatories on the West Coast.
• Media efforts secured an op-ed in collaboration with the DAA's CEO and president.

A lasting impact

“The campaign helped us learn how to communicate our work effectively. We also learned how to position ourselves within the industry using various media tools,” said Alanna Young, the campaign’s team lead. “The materials we developed are highly practical and usable moving forward.”

For the students, the experience went beyond campaign work and reinforced the importance of adaptability and collaboration in a real-world setting.

“This was one of the most challenging classes I’ve taken,” said Lily Razzano, implementation captain. “It felt less like a class and more like a real-world, fast-paced PR campaign. The experience was incredibly valuable, especially as we prepare for careers in PR.”

As graduation approaches, the team completes their capstone having experienced real PR work in an environment where they were able to fail safely, learn quickly and experiment with new skills. 

The spring 2026 Diversity Action Alliance PR team from JMS 585 included Alanna Young (lead), Rachel Hyman (HR manager), Farah Abu-Jaber, Maya Alfaro, Janae Chiu, Ezra Lopez, Lily Razanno and Meredith Simpson.