Honors Capstone Project
Date of Submission
Capstone Prize Winner
Won Capstone Funding
Communication | Public Relations and Advertising
This thesis uses applied public relations research and tactics to develop, coordinate, and implement a global campaign in partnership with Syracuse University Abroad and the 30th Anniversary Committee to remember the lives of the 270 victims lost in the Lockerbie Air Disaster during the 30th anniversary year. In addition to outreach, promotion, and evaluation, this campaign primarily took the form of a global rose-laying ceremony that occurred across the world during the week of October 27-November 3, 2018 at various Syracuse University Abroad Centers. Using global public relations tactics, strategic planning, and event management, this project explored the strengths, weaknesses, opportunities, and threats of unifying the Syracuse University community in order to properly and empathetically remember disaster. This campaign has been effective in achieving its goals, as demonstrated by the participation of over 100 abroad students, the global laying of over 270 roses, and the completion of a global rose-laying ceremony event script and template to be utilized by the University for years to come. Finally, recommendations are provided for ensuring the continued success of this global effort and for universities or corporations in need of connecting with global stakeholders in light of acts of terrorism or other disasters.
Butler, Hannah, "Petals of Remembrance: An Applied PR Campaign for the Syracuse Abroad Centers in Relation to the 30th Anniversary of the Lockerbie Air Disaster" (2019). Syracuse University Honors Program Capstone Projects. 1078.
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Available for download on Thursday, June 25, 2020