Degree Type

Honors Capstone Project

Date of Submission

Spring 5-1-2012

Capstone Advisor

Professor Maria Russell

Honors Reader

Professor Johanna Keller

Capstone Major

Public Relations

Capstone College

Public Communications

Audio/Visual Component


Capstone Prize Winner


Won Capstone Funding


Honors Categories


Subject Categories

Communication | Public Relations and Advertising


The Contemporary A cappella Society of America (CASA) is a not-for-profit organization whose mission is, “to foster and promote contemporary a cappella music around the world through education, recognition, and the creation of performance opportunities.” In order to fulfill this mission, CASA must develop and maintain fruitful relationships with two key publics: a cappella groups and a cappella fans. My Honors capstone will be two-tiered, including a short-term public relations strategy aiming to strengthen the organization's relationship with a cappella groups, along with a long-term strategy to increase its recognition and presence in the world of a cappella fans. The people of CASA work primarily as volunteers, which means that their “PR strategy is admittedly somewhat piecemeal,” according to CASA's Communications & Public Relations volunteer director, Matt Emery (M. Emery, personal communication, September 14, 2011). Most non-profit organizations do not have the time or resources to develop a research-based strategic outreach plan. My project assists them by developing a strategic public relations plan for CASA, based on primary research on two of its key publics.

Creative Commons License

Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License.



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