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.