Berbay Marketing & Public Relations has awarded a $1,000 scholarship to Christina Gerecke, a second-year journalism student at the University of Missouri-Columbia.
Each year, scholarship applicants are asked to submit an essay answering the question, “What is an example of a company or organization with a strong public relations presence, and what are the main qualities that go into the company’s PR success?” Christina was selected for her essay submission discussing how the Chicago Cubs’ commitment to community involvement has built a strong fan base and maintained a profitable organization, despite the team’s historically low winning percentage. She examined how the Cubs’ focus on tradition, integration of fans in the team’s plans for success and charitable outreach through its foundation, ensured that fans would be supportive ticketholders regardless of wins and losses.
Christina plans to pursue a major in strategic communications to study the business side of journalism, and ultimately hopes to obtain a job in marketing and public relations.
Berbay launched its annual scholarship program in 2015 to support marketing, public relations and communications students working toward a professional career in the field.