About CapComm Lab
The Capstone Communications Laboratory, known as CapComm Lab, is designed to provide an opportunity for students to gain practical experience through a course that functions like a student-run strategic communications firm. The course is taken by advertising and public relations students, and it emphasizes planning, developing, implementing and evaluating strategic campaigns for a paying client. CapComm Lab provides a rigorous professional-level challenge for students entering the business world or pursuing graduate education. CapComm Lab also provides students with the opportunity to stock their portfolios with real-world examples of their best creative works and examples of their strategic thinking skills.
Created in 1990, CapComm Lab is the capstone course for the strategic communications sequence within Howard University’s Department of Strategic, Legal and Management Communication. It is taken by upper-level advertising and public relations students who have successfully completed the critical required advertising and public relations courses. CapComm Lab instructors personally recruit entities to participate the CapComm Lab. Clients range from for-profit and nonprofit businesses; local, state and federal government agencies as well as internal Howard University entities. Regardless of the type of client, each brings real world challenges for students to address. CapComm Lab students then provide a number of services including, but not limited to, market and audience research; advertising, publicity and social media campaigns, event planning and media relations. Clients pay a modest fee for the services, and discounts are available for startups and small businesses.