Capstone projects empower JMS public relations seniors to make a difference in the community

As most college students get into the spirit of giving at the end of the fall semester, 15 San Diego State University seniors recently celebrated spending the entire semester doing that for two non-profit organizations. Last Thursday, the School of Journalism and Media Studies (JMS) Capstone PR students formally presented their months-long comprehensive public relations initiatives and outcomes to faculty, industry professionals and friends.

Their work resulted in each team increasing social media followers, online engagement and positive press coverage for their clients, Reality Changers and the Emilio Nares Foundation.

“Taking on a large-scale project like this campaign allowed me to work on every aspect of PR in one go, as opposed to separated projects,” said Ashleigh Edwards, JMS student and the team lead for Team Emilio Nares Foundation. “After experiencing the impact of our work, I feel more prepared than ever to take on campaigns outside of this course.”

“As seniors in college, our time at San Diego State University is near the end. It feels full circle to help an organization allowing students to start their college journey as ours wraps up,” said Dani Salling, JMS student and the media specialist on Team Reality Changers. “We know better than anyone how our experience here contributed to our personal and professional growth and the doors that now open as we step into our future.”

Each team executed a full PR initiative for both organizations, utilizing the Research, Planning, Implementation and Evaluation (RPIE) model. Their outcomes exceeded goals and objectives, but only by each team pivoting several times throughout the semester.

“At the speed of work, as I tell the students, you must prepare to handle anything that comes your way,” said Dave Oates, APR, an SDSU lecturer and the Capstone PR course instructor.

In both cases, the challenges came about unexpectedly. At the client’s request, Team Emilio Nares Foundation scrapped one of its objectives to support its Holiday fundraising campaign. For Team Reality Changers, initial press outreach and social media posts didn’t generate the expected interest, requiring the students to adjust their tactics.

“The ability to pivot and persevere served as crucial on-the-job training for our team. You can only pivot successfully if you take the time to understand your client and consistently scan and analyze at every stage of the campaign,” said Rae Zundel, JMS lead for Team Reality Changers.

Founded in 2001, Reality Changers seeks to bridge the access and mentorship between first-generation youth and institutions of higher education. With over 3,300 students empowered in their journey to and through college, the non-profit is a central support and resource system creating generational impacts in San Diego. Programs and services help lower barriers to educational access and encourage personal growth.

Created in 2003, The Emilio Nares Foundation strives to redefine community care through comprehensive resource support for families with children fighting life- threatening diseases. The organization recognizes that every child’s journey presents unique challenges and seeks to meet that mark.

“Seeing the next generation of PR professionals in action was nothing short of inspiring. Their passion, fresh ideas and determination to make a difference were evident in every detail of their work, which has already made a lasting impact on the Emilio Nares Foundation,” said Esla Morales-Roth, the Executive Director of the Emilio Nares Foundation.

Each Capstone PR team secured impactful outcomes during the last several months and provided both non-profit organizations with turnkey tactical programs to execute in 2025, offering additional value for both organizations.

“In applying the skills and PR concepts I’ve learned while at the School of Journalism & Media Studies, I’ve gained confidence in what I can do and the difference I can make,” SDSU student Sydney Suffin said. “To everyone on the path to higher education, I’ll borrow what Dave Oates tells us each week: ‘You are enough. Don’t forget that, and keep striving forward!’”