Katie Brown, a final year PR student at Leeds Metropolitan University, was named as the winner of the prestigious Claire Mascall PR Prize at the final CIPR guest lecture last week.
The prize was offered to all final year students and involved submitting an essay entitled, Use of Social Media by the not-for-profit sector.
Katie fought off competition from six other final year students to claim her prize of £1,000 and a two week placement at the Chartered Institute for Securities & Investment (CISI), which was donated by Claire Mascall’s family. Sadie Edwards took second place and a prize of £500 and a two week placement at the Centre for Public Relations Studies. The third prize of £500 and a two week placement at MCG PR went to Julia Lumley.
The four runners-up, Jack Adlam, Jess Briar, Frankie McCamley and Emma Long, all won a copy of Public Relations and the Social Web, written by Rob Brown.
The evening featured a talk from Georgina Mitchell, Head of investment at Redmayne Bentley. Georgina paid tribute to Claire and how she had taught Redmayne Bentley to “punch above our weight”. Tributes also came from Professor Anne Gregory of Leeds Met and Keith Loudon, senior partner at Redmayne Bentley.
Katie said: ’I am genuinely shocked that I have won. It is an honour to win such a prestigious award and after hearing Georgina talk about Claire’s career, it’s obvious that she is a fantastic role model for any young professional.
Claire’s daughter Charlie Canniff was part of the judging panel and presented Katie with her award. Other members of the judging panel included Pro-Vice-Chancellor at Leeds Met, Professor Anne Gregory, Chair of the Yorkshire and Lincolnshire group of the Chartered Institute of Public Relations, Carol Arthur and Co-founder of MCG PR, Christine Mortimer.
The judges were looking for creative and concise submissions that demonstrate a keen interest in the development of social media in the PR industry, with high quality and depth of discussion, contemporary views, creativity and clear recommendations made based on sound industry research and analysis.
Anne Gregory said:
“I’m absolutely delighted that Claire’s family and friends has endowed the University with this prize. It’s a great honour for us to be associated with such a skilled practitioner as Claire and that her family has decided to commemorate her through this living memorial. Claire was always keen to develop new talent and I’m sure she would be pleased to be remembered in this way. Katie is a worthy recipient of this inaugural prize. Her analysis of the use of social media for the not-for-profit sector was thorough and insightful. It fitted the brief perfectly, but also reflected the spirit of Claire Mascall in its careful application to a complex, real situation – that of Oxfam.”
The Judges said:
“An excellent piece of work, congratulations. This is a cogent and strong examination of social media, with good reference to the literature, drawing our relevant theories. Katie covers the essential aspects of social media logically and carefully. The judges particularly liked the use of Oxfam as an example running through the paper. They thought that not-for-profits would find this especially useful as an exemplar and encourage their own use of social media channels and techniques. The judges also appreciated that your critical reflection on social media was balanced and showed a good level of insight.”
The evening rounded off what has been another successful semester of CIPR guest lectures at Leeds Met.