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.

Monday, July 4, 2016

PR News Analysis Brief- Week 2

Story 1
Summary: With social media rising as a main form of communication, innovators are constantly searching for new ways to engage their followers. Bestselling author, Joel Comm explains the phenomenon, “In 2016, live video seems like a no-brainer. It’s easier to connect to audiences if they are constantly seeing your face”. The main hosts of the live video feature are Facebook and Twitter. Facebook has been prioritizing the live video feature. Comm explains the importance, “Video allows us to bring people into our world and show them what’s interesting to us…Video allows quality content producers to rise to the top”.  Comm explains that the live video feature isn’t anything new, but the advancement and interest in it are.
Importance: This article reiterates the importance of advancement in social media. Those taking advantage of the live video will gain more followers and engagement than those who do not. With more technology and things to do, users will be most likely to jump on the bandwagon of the next “big thing” when they become bored with their regular platforms. With live video, creative content creators will quickly rise above the others.
Source: Barrett, J. (2016, June 28). The Evolution of Multimedia Across Social Media | Cision. Retrieved July 04, 2016, from http://www.cision.com/us/2016/06/the-evolution-of-multimedia-across-social-media/

Story 2
Summary: Reese’s recently prematurely leaked the news of a new product and in the midst of the confusion, turned the press release in their favor. The picture of the candy was leaked in April, 3 months before the original set-date. Rather than letting the picture speak for itself, Reese’s took the opportunity to raise the hype on the new product. Brand manager, Ryan Riess explains, “"At first, we actually wanted to drive confusion," he said. “When we saw the leaked image and post, we immediately noticed two things: fans were beside themselves with excitement, and they were confused [as to whether or not it was real]. Everyone loves a mystery – why not have a little bit of fun?” They used the holidays Cinco de Mayo and Mother’s Day to increase the attention. The results were great, “Just like the leaked photo, news of the confirmation went viral. The announcement post on Facebook received nearly 750,000 views in less than 24 hours, topping out around 1.3 million views.”
Importance: This situation was a great opportunity for the company. The early release was a surprise for both the customers and the company. This set an example for other companies. Had the company released the announcement during its original set time, the company would have received tons of attention. Because of the surprise release however, they were able to cause even more hype about the new candy. The early release shows the strength of the company as well, as they were forced to think on their feet about how to engage the customers during the last minute extended campaign. Overall, this was a win for Reese’s.

Source: Frederick, D. (2016, June 30). Hershey confuses consumers - on purpose - when image of new Reese's product leaks. Retrieved July 04, 2016, from http://www.prweek.com/article/1400826/hershey-confuses-consumers-purpose-when-image-new-reeses-product-leaks

Friday, July 1, 2016

M1 Assignment 4

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.
Rather than adding in the word “revolutionary”, I would keep the news release factual. Instead of saying the actual word, I would explain the features and benefits of the product. If I’m explaining it thoroughly enough, there won’t be a need to say the actual word, “revolutionary”.  I would also write a second news release as a backup, with “revolutionary” added in. I would show management both of the news releases and have them choose which one they prefer.
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.

Because 10 is a lot of tickets, I would not just give away all of them. Instead, I would offer the city editor either 4 free tickets, or 10 tickets at a 25% discount. I wouldn’t want to lose a profit, but at the same time, I wouldn’t want to be on anyone’s “bad” side. If I agreed to just give him 10 tickets, I would feel like I would have to give away free tickets to any co-worker who calls and asks for them. By providing the counter-offer, I would still be able to offer the editor something, and both sides would be benefitting from the deal. There’s a pretty good chance that the editor would be returning to the theatre, even though I declined his request for all of the tickets.

M1 Assignment 3

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.
To localize, I would compare the national airline statistics to the numbers of a local airport, to compare the amount of air traffic.
b. A computer company has introduced a new tablet computer.
A way to localize this would be to list places in the area that will be selling this new computer. Places that offer computer classes and information on how to use the tablet computer could be offered as well, along with the impact on local businesses.
c. A national manufacturing company with plant sites in 100 different cities has just announced its annual earnings and stock dividend.
A way to localize this would be to take a look at if the local economy has changed at all because of these businesses and the information and if so, how.  
d. A company has just developed a new GPS system integrated into their entire line of cars.
An article could explain the benefits and features of the GPS and where a person could purchase a new car with the GPS system. I would try and find a person in the area who has purchased one of these cars already and interview them for more information.   
e. A charitable agency has just released national figures on the number of Americans afflicted with AIDS.
Release general information about AIDS, such as potential symptoms, and area clinics that would provide testing. I would also release information on where and how people can donate money to the agency, if interested.
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 suggest doing something simple that would still gain some attention. To reach through the clutter of all the other business polls and surveys, I’d want the customers to receive something in return. I would suggest posting the poll or survey on the Leinenkugels website. When a person has completed the survey, they would receive some sort of reward or coupon, like a case of beer half off, or a free ticket for a tour, for example. This would encourage a lot of people to take the survey and the news of it would spread by word of mouth, too.




M1 Assignment 2

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: Donations to the zoo and more memberships would increase the amount of people in the area, and in turn, more purchases both at the zoo and surrounding areas. Sponsorships would be a possible opportunity for both the zoo and the businesses, through donations as well.  
b. Teachers: The theme would be an encouragement for schools to get memberships for field trips, or overnight trips. The trips to the zoo could be incorporated into the curriculum where students would have a fun, unique, hands-on, learning experience.
c. Parents: The theme would be the highlighted benefits that come with purchasing a Family Zoo Pass, such as free zoo admission and discounts on birthday parties, at a cheap price.

d. Environmental and conservation groups: The theme would be the ability for increased education opportunities at the zoo. With donations, the zoo may be able to show more events like the amphitheater presentations, live feedings, and chats. More memberships would be more people able and willing to learn more about the animals.

M1 Assignment 1


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?


In my press release, I would mention that the new library has 8 floors. I would also say that the completed library has 2.1 million square feet, which is the size of approximately 36 football fields. This would put the size into a relatively well-known comparison. With the amount of space available, the library will house a large amount of books (1.5 million), covering all topics imaginable. By making those comparisons, the public would be able to grasp the size of the new library without being overwhelmed by numbers.

Saturday, June 25, 2016

PR News Analysis Brief- Week 1

1. “Toxic Communication: How the Water Crisis in Flint Corroded the Governor’s Credibility”


April 26, 2016

In the Article “Toxic Communication: How the Water Crisis in Flint Corroded the Governor’s Credibility”, Dr. Jeanette L. Drake (2016) states that the current water crisis in Flint, Michigan has decreased the credibility of the current Governor.


Dr. Drake wrote the article with the purpose of  informing the public of the politics behind the issue, in addition to criticizing the governor, and the media, for delayed reactions to the problem.  


Drake reveals that when “thousands of emails became public” in February, the Governor’s credibility declined, as the emails showed that he had previous knowledge of the water crisis. Various members in office, working for the Governor, had been let go because of this. As a result of this issue, “Some 69 percent of those surveyed in January said the Republican governor has handled the crisis poorly, and 60 percent gave him “fair” to “poor” marks for overall performance” (Drake, 2016), as groups call for him to resign.


She also discusses information sharing with the media, stating, “It took 18 months for the media to truly legitimize the problem, and without media coverage, a would-be problem is unlikely to enter into public discourse or become part of the larger political conversation” (Drake, 2016).

As for the issue itself, Dr. Drake explains that boil- water advisories were sent out when the water first became toxic with E.Coli. When the water became more toxic with THMs, the “government leaders sat on the bad news for nearly five months before making it public” (Drake, 2016).  

Meant for an active audience, this article shows the power of politicians, along with the influence and lack thereof, of the media on certain issues. It is controversial, as it deals with politics, decisions, and reactions of the Governor of Michigan. What began as a local issue, turned into a national one as the city needed help from outside sources. The article serves as a reminder that the same issue could happen to any city in the United States, as the “country’s outdated water infrastructure” (Drake, 2016) needs to be reevaluated.  

Source:
Drake, J. (2016, April 26). Toxic Communication: How the Water Crisis in Flint Corroded the Governor's Credibility. Retrieved June 24, 2016, from http://www.prsa.org/Intelligence/TheStrategist/Articles/view/11476/1125/Toxic_Communication_How_the_Water_Crisis_in_Flint#.V23j3bgrK01


2. “‘Brexit’ Talk on Social Media Favored the ‘Leave’ Side”
June 24, 2016

In the article, “‘Brexit’ Talk on Social Media Favored the ‘Leave’ Side”, John Herrman explores the topic of the social media impact on the UK’s membership of the European Union.

Throughout the article, Herrman discusses Facebook and the impact it has made on the situation:  “By Friday, a primary page for the “remain” campaign, Britain Stronger in Europe, had passed 558,000 followers. Its close counterpart — Leave. EU — led in followers, at just over 767,000.” In addition to more followers, the “Leave” page also had almost triple the amount of millions of interactions.

In his article,Herrman referenced “Vyacheslav Polonski, a researcher at the Oxford Internet Institute, who published a study of Brexit campaigns’ activity on Instagram”. The study showed that those in favor of “Leave” were more active on Instagram as well.  Polonski discussed the importance of the use of social media.

Hashtags on Twitter varied between the sides of “Leave” or “Stay”.

EU took advantage of the social media platforms themselves by posting, “SHARE IF YOU CARE,” in a post published two hours before the polls closed across Britain. “Make sure you vote NOW before it’s too late,” read a post an hour later.” (Herrman, 2016).   

This article brought up both interesting and important points. Polonski stated about the pro- “Leave” social media users: “They also tend to be more passionate, active and outspoken in their online behavior,”.  This was relevant because the act of the UK leaving the EU has a potential effect on everyone. The use of social media was interesting as both supporters and non-supporters used the various platforms to voice their opinions, debate, and potentially convince people to change their minds. The use of social media in politics remains important as voters use the platform to voice their thoughts, and politicians use it themselves to push their own thoughts and campaigns.

Source:  Herrman, J. (2016, June 24). ‘Brexit’ Talk on Social Media Favored the ‘Leave’ Side. Retrieved June 24, 2016, from http://www.nytimes.com/2016/06/25/business/brexit-talk-on-social-media-heavily-favored-the-leave-side.html?rref=collection/timestopic/Media

Thursday, June 23, 2016

Introduction

Hello!

I'm currently a senior at UWGB. My major is Communication with an emphasis in Mass Media and Journalism. I am also minoring in Spanish. This year, I am interning for the UWGB Communication Department as a Social Media Strategist...be sure to follow the Facebook and Twitter pages! When I'm not at school, I like to read, cook, and run. I also work at Menard's.

I'm not completely sure what I would like to do after graduation. I love T.V production and social media, but would be open to a position in radio. I have thought about training to become a court interpreter for Spanish as well.

I'm excited to be working with all of you this summer!