The FuturePR 2024 competition featured the participation of six undergraduate students from the Public Relations and Corporate Communication program.

The FuturePR International Student Competition, organized by the European Public Relations Education and Research Association (EUPRERA) in collaboration with the International Communications Consultancy Organisation (ICCO), took place virtually from November 4^th to 28^th, 2024. Constança Cardoso, Joana Cuiça, Leonor Pereira, Maria Leonor Braga, Matilde Gil, and Soraia Borges — students from the Public Relations and Corporate Communication (RPCE) degree — reached the final stage of the competition, which brought together 12 educational institutions from 11 countries: Australia, Georgia, Hungary, India, Portugal, Romania, Thailand, Turkey, the United Arab Emirates, the United Kingdom, and the United States.

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The aim of FuturePR is to bring together students from diverse national and cultural backgrounds, encouraging them to collaborate on addressing critical issues related to the role of Public Relations and Communication in a world of misinformation and polarization.
The client for this inaugural edition was the Media Education and Information Pledge (MEIP) by ICCO, which challenged participants to create public relations strategies that promote a sustainable, peaceful, and equitable future.

First Phase

In the first phase of the competition, participants faced an individual challenge, where they were asked to analyze the state of misinformation and fake news in their respective countries, as well as the type of initiatives communication professionals are implementing to combat this phenomenon.
Freely and creatively, students presented their perspectives in a video of up to five minutes, which was submitted and assessed by an international jury of EUPRERA experts. Professors Tatiana Nunes and Ana Raposo — respectively the coordinator and deputy coordinator of the RPCE degree — were part of this panel. After evaluation, 30 finalists were selected to advance to the next stage.

Second Phase

In the second phase, finalists were organized into multicultural teams of three, each composed of students from different countries and guided by a mentor — a communication professional appointed by ICCO.
Over the course of a week, the teams were challenged to develop a communication strategy proposal aimed at combating misinformation and promoting media literacy.

Final Stage

On November 28^th, the teams presented their proposals in a 10-minute pitch. The evaluation focused on the creativity, feasibility, and impact of the proposed solutions. Of the ten finalist teams, three were awarded prizes and unique opportunities to further their careers in Public Relations.

According to Soraia Borges, a 2^nd year RPCE student, “putting into practice what we learn throughout the degree is always rewarding, and doing so alongside students from different parts of the world makes the experience even more valuable.”

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FuturePR stood out as an enriching event that reinforces the importance of practical and international training in preparing future professionals in the field of Communication. ESCS’s participation reflects its ongoing commitment to providing experiences that enhance student success in global contexts.

Text kindly provided by Professor Tatiana Nunes and edited by the Communication Office (Gabcom).
Photograph kindly provided by Professor Tatiana Nunes