In-class writing

Thoroughly explain why it's essential for a journalist working in media today to use social media such as Twitter and Facebook in order to stay connected with the audience, according to Chapter 8 in the textbook. Using your book explain why journalists today need to be tech savvy and have a variety of skills such as knowledge of photography, social media, web design etc.

Homework assignment

Critique the two student videos that are posted on the blog. Which news broadcast did a better job with the Haight Ashbury assignment? Which broadcast was more creative and why? What mistakes, if any, did the students make and how could these broadcasts have been better? Did the broadcasts have enough information for the viewer?

Write the answers to these questions and post it on your blog before 8 p.m. Monday April 25. Do this instead of the Newseum assignment. We are done with the Newseum assignments for this semester.

In-class press release

In-class work for Thursday April 21

Assignment: Write a press release in class today using the format we discussed Tuesday (the same format that is outlined in your textbook). Do the press release on a Word document so that you can format it correctly. Finish the press release before the end of class and email it to me. Let me see it before you email it. Be sure to include a headline and your contact information on the press release.

Instructions: Use the stories on page 49 of your textbook as the basis for your press release. Imagine that you handle media relations for the Bilford Community College District. Your supervisor asks you to write a press release in advance of Thursday night’s meeting to inform the media that the Bilford College board of trustees is considering a new regulation declaring the campus off-limits to dogs. The board will make a decision on the regulation at Thursday night’s meeting. The issue is on the agenda in response to the hundreds of complaints the board has received.

Be sure to include relevant information in your press release as well as quotes that you consider are appropriate to use. Also, conclude the press release with boilerplate information on Bilford College. The press release should fill one entire page and be long enough to include all of the relevant information.

Chapter 10 study guide

Know the differences of how public relations differs from journalism and advertising.

How is public relations defined and what are the two essentials that public relations is all about?

Be familiar with the differences in the goals of a reporter and a public relations practitioner.

What are the steps involved in planning a public relations strategy?

Know the 10 tips in the textbook for writing a better news release.

What steps should be followed in writing a news release?

Be familiar with the differences in distortion, spinning, doublespeak and lying.


What is "damage control PR" and "crisis PR"


How much hyperbole is allowed in a press release and how can a PR practitioner improve the odds of getting a press release published by the media?

Sometimes a press release is very bad

FOR IMMEDIATE RELEASE

April 13, 2012

Media Contacts:

Adam Alberti or Stephanie Reichin

O: 415.227.9700

E: Adam@SingerSF.com or

E: Stephanie@SingerSF.com

TJPA, Webcor Attend White House Celebration of Joining Forces Initiative

First Lady & Dr. Jill Biden Invite TJPA and its Contractor Webcor to Celebrate the First Anniversary of Initiative to Support, Recognize and Honor Veterans

San Francisco, Calif. (April 13, 2012) – On Wednesday, Maria Ayerdi-Kaplan, Executive Director of the Transbay Joint Powers Authority (TJPA), and Webcor-Obayashi Joint Venture, General Contractor for the Transbay Project, were invited by First Lady Michelle Obama and Dr. Jill Biden to attend a White House event celebrating the First Anniversary of Joining Forces, the initiative to recognize, honor and support veterans and military families.

Late last year, Mrs. Obama and Dr. Biden launched an initiative to recognize and celebrate citizens, communities, and organizations who have demonstrated a deep commitment to service focused on improving the lives of military families and veterans. The TJPA has been an enthusiastic supporter of the Joining Forces Initiative since its inception.

Since the launch of the initiative, the Transbay Joint Powers Authority has entered into an historic Project Labor Agreement (PLA), which includes a provision to assist National Guard, Reserve, and transitioning active-duty military members with career training and employment opportunities through the Helmets to Hardhats and Wounded Warrior organizations. To date, the Transbay Project’s construction workforce includes nearly 2% of workers who are veterans. We are working with veteran organizations to continue to hire our service men and women.

“It was a great honor to be at the White House amongst those who feel as strongly about the Joining Forces initiative as we do at the TJPA,” said Maria Ayerdi-Kaplan, Executive Director of the Transbay Joint Powers Authority. “We are proud to support our veterans with employment opportunities and new career paths as they transition back to civilian life. As we move forward into the second year of this initiative, the Transbay Project, along with Webcor-Obayashi Joint Venture, has made the commitment to increase our veterans program substantially.”

Another Haight Ashbury broadcast

Check out this link to a student's Haight Ashbury broadcast:


https://www.youtube.com/watch?v=a_IH-m5W9Mo&feature=youtu.be

Starbuck press release homework

Homework: Due -- posted to your blog by 6 p.m. Monday April 18. Do this assignment in lieu of the weekly Newseum assignment. Imagine you are a public relations practitioner for the Starbucks Corporation. Write a "damage control" press release based on the facts below that will be sent to the media. Imagine this press release is being put out by Starbucks after the embarrassing incident happens with the San Jose customer. The press release should be at least four or five paragraphs long and should put the company in the "best possible light." Read Chapter 10 on press releases before completing this assignment.

Instructions: Your boss tells you to rewrite this San Jose Mercury News story for the Monday evening news broadcast. Rewrite the story in broadcast style using correct grammar, punctuation, etc. for broadcast.
A Starbucks customer in San Jose wasn't too pleased to see something printed in place of his name on a freshly made grande frappacino white chocolate mocha: "DIABETES HERE I COME."
Jorge Morales man had a personal reason to be upset about the incident Monday morning.
"That first word just automatically brought the picture of both sisters in my head, and I was taken aback," said Morales, who has two sisters with Type 1 diabetes. "Just the struggles they went through and all the doctor appointments they had." After having the coffee drink delivered to his office (an employee did the coffee run), the man went down to the St. Augustine-area Starbucks himself.
"Two of my sisters are diabetic, so ... not funny," Morales wrote on the cup and returned it. He's not seeking an apology, he says, just a promise that no one there will do it again.

The store's manager, shown photos of the cup, told the San Jose Mercury News that he will "find more about this" and "talk to my boss." And Starbucks corporate headquarters says it is "disappointed" by the incident.

 "We are working directly with the customer to apologize for his experience, and with our partners (employees) to ensure this does not happen again," it says. At 16 ounces, a $4.50 grande frappacino white chocolate mocha made with 2 percent milk contains 470 calories.

Final assignment deadline May 5

http://www.youtube.com/watch?v=sDfSmkZOfNk

A link is posted above as an example of what your final project should look like for this class. The assignment deadline is May 5 at the start of class. You need to email me the link to your 1-minute YouTube video before the start of class May 5 and bring the hard copy press release and hard copy broadcast script for the video to class with you Thursday May 5. Details of the assignment can be found on your syllabus.