NEW YORK (Aug. 3, 2010) — The Public Relations Student Society of America (PRSSA) selected Ally Financial Inc. as the sponsor for the 2011 Bateman Case Study Competition. This year, students will be challenged to build brand awareness and expand outreach for the company’s financial literacy program, an initiative that began in 2002 and aims to improve financial education among U.S. consumers.
“As the United States emerges from the credit crisis, the need for financial education has never been greater,” said Gina Proia, vice president of global communications for Ally Financial. “Our financial literacy program is one way to help people understand the basics of personal finance so they can learn how to establish good credit, manage a budget and evaluate financing options for their homes and autos.
“We’re excited to sponsor the 2011 Bateman Case Study Competition and provide PRSSA members with the opportunity to make a difference throughout communities in need.”
This year’s Competition will familiarize students with the increasingly relevant practice of corporate social responsibility, challenging them to leverage and showcase Ally Financial’s efforts to improve personal finance education around the country. Students must find a way to reach low- to moderate-income individuals, households and communities with the message that basic financial education is important, and the financial literacy program offers easy access to such resources.
In addition to researching and planning a comprehensive public relations campaign, students will be responsible for actively implementing their programs through coordinating and facilitating financial literacy sessions with the target audiences in their communities.
“As we’ve seen from the recent economic recession, financial literacy is a complicated topic, but one that is so essential for families and individuals to understand,” said Nick Lucido, PRSSA 2010–2011 national president. “The process of translating that information is the responsibility of public relations practitioners, and the opportunity to work with Ally Financial this year will provide a perfect way for PRSSA members to flex their creative and strategic muscles.”
The Bateman Case Study Competition originated in 1973 as the National Case Study, a program that allowed PRSSA members to exercise the analytical skills required for public relations problem solving. In 1983, the name of the competition was changed to honor the late J. Carroll Bateman, APR. Bateman was a past president of the Public Relations Society of America and instrumental in the founding of PRSSA.
About Ally Financial Inc.
Ally Financial Inc. (formerly GMAC Inc.) is one of the world’s largest automotive financial services companies. As the official preferred source of financing for General Motors, Chrysler, Saab, Suzuki and Thor Industries vehicles, Ally offers a full suite of automotive financing products and services in key markets around the world. Ally’s other business units include mortgage operations and commercial finance, and the company’s subsidiary, Ally Bank, offers online retail banking products. With more than $179 billion in assets as of March 31, 2010, Ally operates as a bank holding company. For more information, visit the Ally media site
About the Public Relations Student Society of America (PRSSA)
The Public Relations Student Society of America
is the world’s pre-eminent, pre-professional public relations organization. Founded in 1968 by its parent society, PRSA, the organization has grown to more than 10,000 members and 312 Chapters at colleges and universities in the United States and one in Argentina.