1 minute read
CLASSROOM TO SHIFT
By Elleyne Aldine and Babin Dinda
The stars aligned when Culturs Global Media was asked to work with the Public Relations Society of America (PRSA). It resulted in a deep dive to a key Culturs demographic through the 2024 Bateman Case Study Competition.
This pivotal moment aligned with the media brand’s timing: While it was reimagining its website, store and messaging, Bateman offered a chance to test that rebrand against the perspectives of Gen Z students at universities around the world.
The Bateman Case Study Competition, hosted by the Public Relations Student Society of America (PRSSA), has long been considered the premier public relations case study challenge. Each year, students are asked to research, plan, implement and evaluate a realworld campaign for a national client. In 2024, that client was Culturs Global Media.
Students were tasked with raising awareness of the brand’s mission to amplify voices of people with complex cultural identities — Third Culture Kids (TCKs), immigrants, Military BRATS, mixed-race individuals and others who often live inbetween — people who live along a fluid cultural spectrum.
