Sunday, July 17, 2016

PR News Analysis Brief- Week 4

Source: Forbes, T. (2016, July 15). Food Companies Rejoice Over House's GMO Compromise Bill. Retrieved July 17, 2016, from http://www.mediapost.com/publications/article/280369/food-companies-rejoice-over-houses-gmo-compromise.html?edition=94671
Summary: On July 14th, the government passed a law requiring foods that contain GMO’s, to be labeled as such.
Heather Haddon from the Wall Street Journal explains, “The bill will require labels to be reworked or updated to show whether any of the ingredients had their natural DNA altered, but will take years to phase in and will give companies the option of using straightforward language, digital codes, or a symbol to be designed later.”
Opinions on the new law vary. Executive director of the Center for Food Safety, Andrew Kimbrell, does not approve and says the new law is “…a non-labeling bill disguised as a labeling bill...” Those with similar opinions think that the bill is a step in the right direction, but just not enough. Giving companies the option to hide behind a QR code or symbol doesn’t provide full discretion to customers.
Others, like Wired writer Sarah Zhang, think the QR codes are a good idea. The QR codes allow for companies to send customers to a linked page, which would provide more information than what would be able to be listed on a normal package.
The National Academies of Sciences, Engineering and Medicine released a study in May that claimed that GMO foods are safe to eat. MediaPost reported, however, that consumers still want GMO labels.

Importance:
From a PR standpoint, it will be interesting to watch how the various food companies choose to represent themselves. Will consumers stop eating popular foods that contain GMO’s when the information is released, or will the information not have a large effect? Which companies will choose to use a QR code, versus stating the information on the label? Companies that are effected by the new labeling will have to either change recipes, or find new ways to advertise and portray themselves.  Foods that do not contain GMO’s may catch a break. For example, as mentioned in the article, many people believe that square shaped watermelons are genetically modified, but they are really just grown in a box.


Source: Rogers, K. (2016, July 15). What Is a Constant Cycle of Violent News Doing to Us? Retrieved July 17, 2016, from http://www.nytimes.com/2016/07/16/health/what-is-a-constant-cycle-of-violent-news-doing-to-us.html?rref=collection/timestopic/Media

Summary:
New York Times just released an article on the effects of the intense media coverage of violence. Psychologist Anita Gadhai- Smith explains that the effects may be split. While some people may be traumatized by the news, others are becoming desensitized.
Additionally, “a team of researchers at the University of Bradford in England told a British psychology conference last year that exposure to violent imagery on social media can cause symptoms that are similar to post-traumatic stress disorder… The study also found that people who view violent events more often were more affected than people who saw them less frequently
Suggests on dealing with the situation include self-limiting your exposure to social media. Other suggestions to deal with the anxiety include maintaining a daily routine and practicing healthy habits.

Importance:

This article shows the impact and influence that the media has. News stations determine what is news-worthy and what is worth reporting. With new technology such as Facebook Live and Twitter videos, profound news is able to spread faster than ever. These platforms do allow for discussion, though. Psychotherapists have been using Facebook Live to help people through the tough situations. 

Thursday, July 14, 2016

M2 A5

Write two social media posts (one for Facebook & one for Twitter) inviting the members of your publics to the opening. Specify who is / are the target public(s) for your each post.

Facebook: Attention grabbing for current followers, aimed towards students and families with Free.
https://www.butterflyreleasesbys.com/wp-content/uploads/2015/09/monarch-2.jpgFREE EVENT! Join us on May 1st for the Grand Opening of our new bug exhibit. Exhibit includes a butterfly garden, leaf-cutter ants, land crabs, the world’s largest spider, and more. See you there!




















Twitter:
May 1st- check out the new bug exhibit @ Minnesota Zoo! More details on our website.

#butterfly #bugs #seeyousoon

Aimed towards current followers and those interested in the zoo/bugs

M2 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.

Digital Media Kit:
Name: Feeding Your Fish
Materials Included:
-          Food pyramid fact sheet
-          Press release
-          Contact sheet
-          Photos
-          Link to Tetra Corporation website

-          Link to Q&A 

M2 A3

Media Alert: New Bug Exhibit Opening at Minnesota Zoo            

WHAT:     Press preview of major bug exhibit opening at the Minnesota Zoo.

WHEN:     May 1, 2017
                  Zoo Hours: 9 A.M- 6 P.M

WHERE:   13000 Zoo Boulevard
Apple Valley, MN 55124
Phone: 952.431.9200, 1.800.366.7811

VISUALS:      - Butterfly exhibit (feeding, resting, and cocoon)
-          Various bugs
-          Visitors (entertained, learning)
-          Preview of what the exhibit will look like

WHO:        The Minnesota Zoo is a year-round destination located in Apple Valley, just minutes south of Mall of America. Its mission is to connect people, animals and the natural world to save wildlife. For more information, call 952.431.9500 or visit mnzoo.org. The Minnesota Zoo is an accredited member of the Association of Zoos and Aquariums (AZA) and an institutional member of the World Association of Zoos and Aquariums (WAZA).
WHY:        Minnesota Zoo will be opening a new bug exhibit. Included in the exhibit will be colorful North American butterflies and moths; a working colony of leaf-cutter ants, giant millipedes; centipedes; land crabs; arachnids, such as the world’s largest spider, tarantulas, and scorpions; and zebra cockroaches. In addition, zoo goers will be able to walk through a butterfly garden where up to 600 free-flying butterflies and moths will be feeding, resting, and emerging as adult butterflies.

Interviews may be available with John Smith- Zoo Director, Jane Davis and Jessie Williams- Exhibit employees, or a complying guest.

Media Contact:           Kelly Lessard
Public Relations
Minnesota Zoo
13000 Zoo Boulevard
Apple Valley, MN 55124
952.431.9217 direct
952.431.9300 fax
                                    kelly.lessard@state.mn.us



(For the purpose of the assignment, I used the source: http://mnzoo.org/press-room/press-releases/ ) 

M2 A2

Write a news release and a fact sheet on behalf of Greenscape Inc. to announce the decision to locate its headquarters in downtown Detroit. Use appropriate quotations from company executives and city officials as you deem necessary. You can also elaborate on the facts given in this summary to describe the building.

Greenscape Inc.
Fact Sheet
·         Headquarters located in downtown Detroit
·         The 25-story building will be LEED- certified, the largest of its kind
·         Construction will be completed in about 18 months
·         Manufacturer of energy efficient products
·         Cornerstone of downtown revival
·         Guaranteed financing through Minneapolis Redevelopment Agency
o   Additional $5 million dedicated to landscaping public areas and surrounding streets
·         Architect: Weber and Associates
·         Contractor: Rudolph and Sletten










Letterhead
Greenscape Inc. News Release
(Address)

Contacts:             Contact 1                                                                                             Contact 2
                                Phone                                                                                                   Phone
                                Email                                                                                                     Email

New Headquarters Planned for Greenscape Inc.
Greenscape Inc. to come to Detroit, MI
DETROIT, MI (July 14, 2016) - Greenscape Inc. just announced its plans to relocate its headquarters to Detroit, Michigan this upcoming year. The 25-story building is estimated to cost $150 million, financed through the Minneapolis Redevelopment Agency. An additional $5million is planned for landscaping the nearby areas. The architect is Weber and Associates and the contractor is Rudolph and Sletten.
Due to its great success, the company, originally located in Ohio, is looking to expand its locations. The new location will be looking for approximately 2,000 new employees. Virgil Bernero, Mayor of MI, believes that the new headquarters is not only an opportunity for downtown revival, but will bring more jobs to the area and encourage other central businesses to stay in the area as well.
Greenscape is looking to increase the amount of energy efficient products used and sold in the area and surrounding states. The new Detroit building will be the only one of its kind, in the U.S.
Greenscape will be hosting an open press meeting at 2 P.M, August 14th, 2016.  Location will be at Michigan City Hall. Media are encouraged to attend with any questions. For more information or questions, please contact Susan Wells at (262) 111-1111 or SWELLS@greenscapeinc.com  



                                

M2 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: The email to the news station was very unprofessional. The subject heading was clear, but not very attention-grabbing. The email itself didn’t contain much info or a highlighted quote, either. Finally, there was no contact information included. The one good thing that was included was a sample picture.
News release: The news release contains a letterhead and a contact. It has a headline, but with the way the formatting is set up, it doesn't really have a subhead or dateline, though it does mention a date in the first portion. The ending contains a small org description, but it doesn’t include much and does not list all of the possible information. The phrase “For Immediate Release” may not be necessary as well.  The lead paragraph and the release itself are a little long. The formatting is a little off, but overall, the news release covers the who, what, where, when, and why.


Sunday, July 10, 2016

PR News Analysis Week 3


Source: Isaac, M., & Ember, S. (2016, July 08). Live Footage of Shootings Forces Facebook to Confront New Role. Retrieved July 10, 2016, from http://www.nytimes.com/2016/07/09/technology/facebook-dallas-live-video-breaking-news.html?rref=collection/timestopic/Media
 Summary:
Technology and social media advancements have made it possible to share news the minute it’s produced. Within the past week, the shooting of Philando Castile and the resulting Dallas protest were both streamed on Facebook Live.
With an event as graphic as a shooting being streamed live on such a large platform, debate has broken out on whether or not videos like this cross a line, or not.  
            “Facebook said the service follows its community guidelines, which outline what the company permits on the site. Under the guidelines, Facebook largely relies on its members to identify and take down inappropriate content.”
            When the content is sent to Facebook employees, they have the power to react to the video, such as taking the video down or “interrupting an inappropriate live stream or calling local law enforcement in the case of a dangerous or illegal event”.
            Other platforms that allow user-generated content follow similar guidelines.

Importance:
The creation of Facebook Live allows for more sharing than ever possible before. “Bruce Shapiro, the executive director of the Dart Center for Journalism and Trauma at the Columbia University Graduate School of Journalism, said companies with live-streaming and large audiences have a responsibility to inform the public and its users about potential repercussions.”
            With the need to compete with other businesses, many companies will jump right into Facebook Live without realizing how to correctly utilize the platform, and the consequences of their videos.
            The other question Facebook Live raises is, what crosses the line? With Facebook relying on users to flag inappropriate content, it could easily take a while before a graphic video is interrupted or taken off the web.
            With the ability to live stream, companies will have to not only plan out their video content, but be willing and able to explain the content and consequences to the audience and the public as well.

Source: Schonbrun, Z. (2016, July 03). Olympics Ease an Ad Blackout, and Brands Flood the Field. Retrieved July 10, 2016, from http://www.nytimes.com/2016/07/04/business/media/olympics-ease-an-ad-blackout-and-brands-flood-the-field.html

Summary: The Olympics lifted their advertising restrictions for this year’s competition. The debate? Small companies that have supported these competitors along their Olympic journeys will not be represented in any way as they are overtaken by companies who are able to pay more money.
As a compromise, “the I.O.C. began allowing any nonofficial sponsors an opportunity to compose advertising campaigns tailored to Olympic athletes — so long as they did not include any Olympic symbols or overtly mention certain terms.”
One example is Nick Symmonds, a two-time Olympic runner, who owns a small company. With this new advertising rule, his very own company is not allowed to openly support him, as it may violate the rule and disqualify Symmonds.
John Grady, associate professor of sports law at the University of South Carolina, states about the amount of ads, “...as the space gets cluttered with more and more brands, consumers are less able to identify who is who.”

Importance:
The fairness debate arises as companies who have partnered with the Olympics in years past have to compete with new sponsors and businesses, and smaller sponsors have to fight for a spot to represent themselves.
On the other hand, is it even worth it for small companies to advertise? Without being able to use any Olympic terms or athletes, it may be difficult for a company to connect with the audience on a level that would be worth their while. It will be interesting to see the unique techniques that companies will use to set themselves apart from each other.  

Overall, the Olympics will be benefiting from any sponsor, big or small, according to Grady.