Honors Capstone Project
Date of Submission
Professor Maria Russell
Professor Johanna Keller
Capstone Prize Winner
Won Capstone Funding
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.
Payson, Deanna, "Vocal Velocity: A Strategic Public Relations Plan for the Contemporary A Cappella Society of America" (2012). Syracuse University Honors Program Capstone Projects. 158.
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