Module 2

A1:

The following email with the accompanying news release was sent to the media. What is wrong and/or right about the email and the news release? Explain your answers.

Email:

1.  The subject title was not one that would stand out. When one receives so many emails and pitches a day, the emails tend to blend together. In order to get your individual email to stand out, it’s important to have a short, but creative subject that have to do with your story.

2. Attaching a picture to the release isn’t a horrible idea; however, the best idea for an image would probably be the company logo or a relevant, but professional looking image.

3. There really wasn’t any information in the email. While the information should be kept a bit shorter in the email, it should still have a sentence or two of what the news release is about.

4. It’s great they offered to answer any questions and showed their appreciation by thanking them. The only thing that could be different is adding a number or some kind of piece of contact information that allows for quick and easy contact.

News Release:

1. First of all, since this was an attachment in an email, the “for immediate release” part was not necessary.

2. Next, I didn’t see a dateline.

3. For the contact information, it’s a good thing they have some components to it, but I think they could have formatted it differently to make it more professional looking.

4. While reading the news release, I found multiple grammatical errors. It’s important to go over it and possibly even have another person proofread it. The less grammatical errors there are, the more professional you look; it also makes it easier for whomever is reading it to take you more seriously.

5. The body of the release is too long, and not all of it is really necessary. It’s best to get right to the point. Though it is interesting information, I feel like it wouldn’t hold the interest of the reader and would need to be condensed. If they feel it is necessary to include that information, they could possibly add a quick link that is easy to find at the bottom.

6. Since news releases follow the format of the inverted pyramid, the person who wrote the example one should have placed the information they have at the end, at the beginning. The most important information should always come first.

A2:

A3:

A4:

Media kits are often compiled when a new technology or product is introduced. Tetra Corporation, for example, has introduced a new concept in fish feeding by showing a food pyramid of primary foods, enhancers, and occasional supplements to answer the aquarium owner’s question, "What should I feed my fish?" The food pyramid concept positions its various products nicely. If you were preparing a digital media kit for Tetra, what kinds of materials would you include? Give the name of the material and a brief description.

News Release: This will introduce the new product and when its release date.

News Feature: This will go into more detail about the new product being produced. Included will be background facts and research about the new product.

Fact Sheet: This will highlight the important main facts about the new product.

Images: There are many opportunities and options that one is able to take advantage of in a digital media kit. Not only can images be shown off like a traditional media kit, but video clips can also be added. Images can be used to show what the new product looks like. Videos can be used to show new special features of the product and users enjoying the new product.

Bio: This will include important facts about the Tetra Corporation like who they are and what their purpose is. They can also add a few accomplishments of theirs.

Contact Information: This will allow people to contact you about any questions or comments about the new product. Including a website link is a good idea because then it can direct the person to more information about the business or the new product.

A5:

Week 4

Violent News and Us

With all the violence that constantly surrounds us lately, NY Times covers how being constantly surrounded by violent news affects us. Although the effects differ for individuals, this ongoing negative news increases the anxiety of many people. As the news awakes many to such disastrous events, Anita Gadhia-Smith, a psychologist in Washington, says, “...there can also be some desensitization that’s happening.” News such as this tends to be traumatic for a numerous amount of people who are always receiving it. A study done by researchers at the University of Bradford in England reported that the effects this news has on several people can be compared to that of post-traumatic stress disorder (PTSD).

Unfortunately, news of violence is not coming to an end, and the use of technology enables the user to receive constant updates of occurring events. Without question, this can lead to anxiety, fear, the feeling hopelessness, and the like. As repetitive as this is, technology allows the spread of news, adding the ability to add images and video. Because of this, many receive or even come across extremely uncomfortable content to see. I can understand how this brings anxiety and fear to a vast amount of people.

Issue with 'Pokémon Go' Locations

Pokémon Go is a mobile game that has been becoming increasingly popular with great speed since the day it was released. The game allows the player to stop at certain locations, called “Pokéstops”, around them to virtually catch Pokemon. However, PR Daily reports that the Holocaust Memorial Museum in Washington, D.C. and the Auschwitz Memorial asked to be removed from the list of “Pokéstops” due to the disrespect of victims. Reports also include that, Koffing, a Pokémon that releases gas, can be caught at the Holocaust Museum. The Auschwitz Memorial tweeted to Niantic to remove their landmark from the list of stops. Niantic has yet to respond.

This is actually upsetting news. Although using some historical landmarks is a creative idea for that game, Niantic should have known better about which landmarks would be appropriate or inappropriate for their stops. Both of these Museums are there to honor and remember their victims, and for Niantic to use those stops for their game is pretty disrespectful, especially adding the specific Pokémon that is found at the one museum. Personally, I think it was kind of arrogant of Niantic to make those kind of arrangements for their game.

Week 3

Live Stream Responsibly

In a short time span, two events broke out. During those two events, each consisted of one person live streaming the action. NY Times informs about the two Facebook live streamings- one during the Dallas shooting and one during the shooting in Minnesota. People posting live streamings like these on Facebook put them in a difficult situation. NY Times states, “The two real-time videos catapulted Facebook, in the span of 48 hours, into a spot as the prime forum for live events and breaking news.” A spokeswoman for Facebook clarifies that posting live streamings of shootings on Facebook Live is okay if the purpose serves as “raising awareness or finding the perpetrator”; however, if the video’s purpose served as making fun of or celebrating, it would not be appropriate. It is said that Facebook’s service “follows its community guidelines”, and they rely on their members to monitor and take down any inappropriate content. Bruce Shapiro, the executive director of the Dart Center for Journalism and Trauma at the Columbia University Graduate School of Journalism, adds, “Companies and platforms are going to have to educate people about how their videos are going to have a big impact.”

The importance of this article is basically what Bruce Shapiro said, companies and platforms need to properly educate the impact of their videos. As live streaming can be a great source of entertainment and used make people aware, it also can significantly highlight people’s fears. Major responsibility comes with the ability to live stream as it really does have a huge impact on its viewers.

Snapchat: X-Rated

According to MediaPost, a 14-year-old boy from Los Angeles, “John Doe”, brought up a case against Snapchat for exposing explicit content. The complaint argues against Snapchat exposing such content to minors and parents with no warning ahead of time. Snapchat Discover happens to be in the spotlight for this specific case as it shows adult content that parents would like to prevent their children from seeing. In the image the boy came across and is suing was posted by Buzzfeed, and it consisted of “posts of Disney characters, but with ‘pornographic text and innuendo next to the photographs.’” Snapchat apologized for this offense. They also stated, "Our Discover partners have editorial independence, which is something that we support."

Since a great amount of “buzz” surrounds Snapchat, I thought this was an important story. Issues like this start to create a poor image companies do not want. It’s important for them to know and be careful about the kind of material that is associated with what they have. Though content needs to be closely monitored, it’s also important that parents know what their children are up to and what kind of content may be exposed to them.

Week 2

“Made in USA?”

A report covered by Bulldog Reporter tells about Walmart’s attempt at trying to deceive their customers by wrongly claiming its products were “Made in USA”. The FTC already caught several problems with Walmart falsely representing its products online in the past. After the FTC confronted Walmart the first time, Walmart ensured its plan by taking back the “Made in USA” claim. However, still today, researchers sampling Walmart’s products find a great abundance of misrepresented products.

The article is important because it shows how important it is to be honest in a business. Walmart is a huge, well-known, and popular company; but that doesn’t excuse them from getting into trouble. Honesty in any aspect of work is one of the most important values. In deceiving customers, the company is setting itself up for the risk of hurting their business and losing trust. Proper and correct research and the truth are some things that always need to be checked.

The Redefining of PR

David Kellis, the director of PR and social media for the Clorox Co., states, "Facebook, Instagram, Twitter, Pinterest—they're not social media platforms anymore, they're advertising publishers." PR News Online informs about the changes of PR due to social media. Social media plays a huge role today for advertising. With talk of moving non-paid advertising online to paid advertising online, the part of a PR professional changes. Kellis also brings out the point of “earned media” is a result of producing shareable social media ads. He adds that in the past, PR’s focus included magazines and other such media, and today, that focus shifts to social media. Their point of PR looks at “earning” media impressions by sharing ads online. He wraps up his point of “earned media” by explaining, “The earned part is critical, because we’re no longer measuring organic social campaigns—that’s completely out the window.”

Social media truly is becoming a huge platform for advertising, which means that it is extremely important to learn how to adjust to it use it in a way that will positively impact the company. As this way of advertising only continues to grow, the importance of sharing ads and “earned media”. All these significant changes mean something for PR professionals and includes adjustment.

Module 1

A1:

A new library is opening in your city. The eight-story building has 2.1 million square feet of floor space, and it will house 1.5 million books. Although the numbers are impressive, the public can’t really identify with "millions." If you were writing a news release for the new library, what comparisons or analogies would you use to give these figures meaning for the average person?

I could compare it to another popular building or space that may be approximately the same size. In doing that, I would be able to create a more understandable image for the public. I would also be able to give an example of  how many books could fill up ‘x’ number of high school libraries. In doing so, I would be able to create a more understandable image that the public would be able to imagine.

A2:

The concept of channeling is discussed in terms of tailoring messages to audience self-interests. The NEW ZOO (real Green Bay Zoo) wants to increase memberships and donations. Develop the message theme for the following audiences:

a. Business and industry: For these, they usually favor that in which they benefit from. In tailoring a message for them, the best idea would to make sure they know how they are able to benefit from the memberships and donations. With that, though, it’s also important to give them the information about the NEW ZOO that they need to know.

Message- Help us out by donating to our zoo. Donate today, and we’ll acknowledge you. Help us, and let us help you.

b. Teachers: The NEW ZOO would be a great opportunity to get the class out and show them first-hand what they’ve learned in class. It would be a fun field trip for the students while still being educational.

Message- Hop out of the classroom and into our zoo. We support the proper education of our youth.

c. Parents: Memberships would be a great thing to try to attain when it comes to families. I think it’d be a great idea to offer membership deals for families. One way they could increase donations is to host birthday parties and charge an ‘x’ amount to provide shelter and a tour of the zoo.

Message- Fly on out. We provide special membership offers for families. Create new memories at Green  

Bay’s NEW ZOO today.

d. Environmental and conservation groups: For these groups, it would be a good idea to present facts through a brochure or something similar about the animals and environment. It would give them the opportunity to become aware of different facts about the animals and how donations would go to a good cause to improve environmental conditions for them, which would encourage them to donate.

Message- We believe in providing a safe and healthy environment for our animals. Donate today to help  

ensure the safety and health of our animals.

A3:

1) It is important to localize news if you want coverage in community newspapers. Suggest a way to localize each of the following items:

a. A national airline has just compiled the number of flights, mileage, and total passengers carried last year.

If the national airline has compiled the numbers from the past year, they could compare those numbers from the past two recent years. That way, they are able to present progress they’ve made up to this point.

b. A computer company has introduced a new tablet computer.

The company could host an event and provide the new product in stores. That way, it gathers people and gives them a chance to try out the new tablet computer. Otherwise, they could talk with customers who own it to see how they feel about it, or they could talk to a professional at that company about different new features and opportunities it includes.

c. A national manufacturing company with plant sites in 100 different cities has just announced its annual earnings and stock dividend.

For this situation, a call could be made to the local plant to find out their annual earnings and stock dividend. They could then call other manufacturing companies to find out theirs. By doing this, they could put a few numbers side-by-side, and show how their local plant is doing in comparison to others. Because there are so many of those plant sites, I would make a side note mentioning that there are many other sites as a small piece of background information.

d. A company has just developed a new GPS system integrated into their entire line of cars.

A good way to localize this situation would be to talk to a couple professionals who specialize in this specific area. Another thing they could do is talk to customers who have tried the new GPS system. Usually, car shops allow certain customers to test drive vehicles, so they could do that as well.

e. A charitable agency has just released national figures on the number of Americans afflicted with AIDS.

They could conduct some interviews. First, they could set up interviews with a few agents to get the national figures. Secondly, interviews could be set up with a couple local community members who may have AIDS or people who personally know a close person to share their experiences with the agency.

2) Leinenkugels is interested in doing some sort of poll or survey that would generate media coverage. What would you recommend and why?

I would recommend putting together some type of survey. In doing so, it allows them to find out their competitors and improvements they could make. They would also be able to figure out what kind of things they do well, so they are able to keep going with that. In Wisconsin, beer is one of the most popular things to us, so every beer company’s goal is to produce the best selling beer. By putting together a survey, they are able to get a feel for what people think of their beer (and in comparison to other beer brands).

A4:

1) You are new at a job in public relations. You have been taught to keep news releases factual and skip the hype. However, management wants you to "jazz up" the news release and say the new product is, among other things, "revolutionary." What would you do? Explain your answer.

The approach I would take would be to talk with the manager about “jazzing up” the news release and bring up calling the new product “revolutionary”. If I’ve learned to keep the news release factual from credible sources like professors and textbooks, then it would be safe to say that is the correct way to write them. Using this information, I would respectfully discuss my concern with my manager.

2) You are the public relations director of a repertory theater. The city editor of the local daily calls you and asks if you could send him 10 complimentary tickets. He explains that his wife’s family is in town for the weekend. What would you do? Explain your answer.

I do not think I would give them to the editor because of ethical issues. Though it would be a way to get the word out about our theater, it could possibly be looked at as a payola, which is not considered ethical. I would apologize and politely explain why I would not be able to do so. However, I would offer to keep him updated with any deals or opportunities to earn the tickets as they come up, as well as thank him for taking such interest in the theater. I’d also add that we’d still love to see him and his family attend.