Florida A&M University’s (FAMU) School of Journalism & Graphic Communication (SJGC) professors constantly create ways to incorporate experiential learning and strategic challenges students may face in their future careers into the classroom. During the Spring 2024 semester, Associate Professor Hsuan Huang, Ph.D., presented a challenge and an opportunity for students in her integrated marketing communication classes to create public relations campaigns for the Tallahassee chapter of the Sickle Cell Foundation (SCF Tallahassee).
Huang has long prioritized crafting immersive real-world projects for her students, focusing on social issues and health equity. Each semester, she seeks ways to collaborate with local non-profits. These projects enable SJGC students to professionally apply their learned knowledge and skills to help support to the community.
“I am particularly excited about the impact this partnership will have in the local African American community and the HBCU community, given the sickle cell disease majorly affects Black Americans,” Huang said.
SCF Tallahassee sought fresh perspectives to promote its chapter and the causes its serves. The two case managers, Janay Perry and Latoya Stevens challenged FAMU SJGC’s public relations scholars to brainstorm events and marketing initiatives that reflect the foundation’s mission to serve regional minority communities most impacted by the sickle cell disease. Under Huang’s guidance, each student group acted as a PR agency and created a campaign to expand the foundation’s target audience, inspire more students to volunteer with the foundation, and generate revenue.
Among the winning student agencies were Vital Growth PR Agency, led by Jasmine Mention, Jayda Nelms, Nadia Lloyd, and Zaria Slaughter, and Baja, Inc., led by Jadyn Wilson, Aja Vega, Taylor-Brooklyn Cook, and Alexis Williamson. In return for their diligent work, student winners received a gift card, Sickle Cell Foundation paraphernalia, and the opportunity to add the foundation to their résumés as a client.
“The way our curriculums are designed, we always have a leg up when approaching real-life clients. When you have professors like Dr. Hsuan Huang and Dr. Bettye Grable, your mind is never idle. We are constantly using ideas, personas, and concepts discussed in class to view and apply PR from all angles,” said senior public relations student Jayda Nelms.
Senior broadcast journalism scholar Zaria Slaughter also excitedly reacted to her group’s win, “The experience was liberating. My team and I worked vigorously to create a new pathway for students to learn about the sickle cell community. It was the campaign highlight.”
Each semester, FAMU SJGC students are provided with opportunities to engage real-world clients. More information about engagement opportunities is available to students by accessing the Canvas notifications.
As described on its website, the Sickle Cell Foundation was established in 1980 at the Tallahassee Urban League offices. The Tallahassee chapter is one of 16 chapters in the state of Florida, and the Sickle Cell Foundation is the only local agency providing services to Leon, Jefferson, Wakulla, Madison, Taylor, Gadsden, and Jackson counties.
