PR News Analysis 4

Barbie For President As Celebration Of Women

Toy maker, Mattel released its first ever all-female ticket pair of presidential barbies. Though the company has released six presidential barbies since 1992, this is the first time the barbies are sold as a pair, of both a female president and vice president. According to PR Week, despite the timeliness of the release in correspondence to the current presidential candidates; Barbie is remaining nonpartisan. Mattel's global brand communications VP, Michelle Chidoni said the release of these barbies is not a presidential endorsement but rather "a celebration of women, and girls and women embracing leadership roles." Part of the inspiration for this launch was as an effort to counter a recent statistic by the The Girl Scout Research Institute, that found only 39% of girls say they want to be a leader. Chidoni explained that a key tactic in the release of these dolls was to send a doll to every female member of congress."The package was inspired for them to give it to a girl in their life that they think has leadership potential and capabilities," said Chidoni. The Barbie franchise plans to continue with these types of leadership inspired dolls to further their "she can do anything" campaign.

From a PR standpoint, this was a very strategic campaign. Barbie is well known for embracing girl's dreams and boosting their self-esteem, so to release a pair of barbies as president and vice-president shows girls that their potential is limitless. I think it was important for the company to specify that they were not releasing the dolls as a presidential endorsement as that eliminated any possible negative feedback in that respect. I also think sending a doll to every female member of congress was strategic because it put their hopes for young girls into action. By encouraging the members of congress to give the dolls to a girl with leadership skills, that will not only boost that individuals self-esteem but to receive it from a women of such power will give them hope to work for their dreams. 

Forever 21 Under Scrutiny For Children's T-Shirts

Clothing store Forever 21 is under scrutiny once again, just months after having to pull shirts with questionable phrases alluding to sexual consent. This time however, the shirts in question are geared toward younger boys. According to PR Daily, Forever 21 stated "it strives to exemplify the highest ethical standards," however angry parents are questioning what the company's ideas of ethics are. A few phrases on shirts in question include "sorry ladies I only date models, ladies man, chicks are all over me, and hola ladies." Yahoo Style obtained a quote from University of Kentucky professor, Christina Spears Brown stating "It sexualizes children at an age when they should not be sexualized. It reinforces a harmful stereotype about boys that says their value and worth is dependent on how many girls or women they can ‘conquer.’ This has a ripple effect that can harm boys, both gay and straight, as well as girls. It indirectly says that girls are only for sexual attention and not for friendship. Anything that says that only models are worthy of attention is never positive for girls." Forever 21 has issued a statement on the matter, explaining they take feedback and product concerns very seriously and have taken immediate action to remove the product in regards to the shirts in question. The company also apologized to anyone who was offended by the products.

I would not want to be a PR professional working for this company right now. This company needs to consult their PR professional before sending any products out for distribution. After receiving so much backlash about their previous shirts that alluded to sexual consent, the marketing team should have played it safe with their new designs. The PR professionals working for this company are going to have a lot of crisis control to deal with if the marketing team and PR team are not on the same page.

Module 2: Assignment 5

Twitter post:

Minnesota’s Most Majestic Creepy Crawlers exhibit open 5/1/17! Follow us for more info www.mmmcc.com @MNzoo #BUGS

Target Audience: Young Adults and teens looking for fun activities to do during the summer.

Facebook post:

Butterflies! Spiders! Cockroaches – OH MY!!! Minnesota’s Most Majestic Creepy Crawlers exhibit at the Minnesota Zoo opens May 1^st 2017. Follow us on Twitter @mmmccMN and like us on Facebook to receive updates about he exhibit. Go to our website, www.mmmcc.com for more information about the exhibit and all the different fun learning experiences the new exhibit has to offer! We hope to see you crawling around our exciting new addition to the Minnesota Zoo!

Target Audience: Adults, teachers, and families looking for summer activity ideas.

Module 2: Assignment 4

TETRA CORPORATION

Background Information: This portion of the media kit would include information not only about the company and how it got started, but also about the creator of the new concept, as well as the new concept itself. Each section would be informational yet concise, as journalists do not want to read fluff that doesn’t provide them the information they need.

Fact Sheet: This portion of the media kit would include a bulleted list of simple and to the point information about the company, the new concept, the primary foods included in the food pyramid, and the creator of the new concept. This is similar to the background information but is more consolidated and provides the most important information in an easy to read format.

News Release: This portion of the media kit would include main answers to the five c’s, and provide an easy to follow story for media coverage. The company’s logo and contact information should be located at the top of the release and contain the facts while still maintaining the media’s attention.

Photos: This portion of the media kit would include photos of the new food pyramid, graphics of the new concept, photos of Tetra Corporation’s executives as well as before and after photos of fish that benefited from the new concept, to show the success of the concept. Providing visuals to the media not only give the reporters a better idea of the concept, but also enhance their media coverage.

Question and Answer: This portion of the media kit would include any anticipated questions about the company and the new concept. This could range from “what should I feed my fish,” to “how was the concept created.” This portion should be reader friendly and informative. Media will benefit from this by receiving additional information not usually included in press releases. 

Module 2: Assignment 3

FOR IMMEDIATE RELEASE

Contact:

Taylor Campbell

(612) 555-3822

taylorcampbell@minnesotazoo.com

MAJOR LIVE BUG EXHIBIT TO OPEN AT THE MINNESOTA ZOO

WHAT: “Minnesota’s Most Majestic Creepy Crawlers”

A brand new exhibit featuring thousands of live bugs including leaf-cutter ants, giant millipedes, centipedes, land crabs, arachnids- featuring the world’s largest spider, tarantulas and scorpions, zebra cockroaches and a walk through butterfly garden featuring 600 free-flying North American butterflies and moths.

WHEN: Opening May 1, 2017; runs through the summer- ends August 1, 2017

              Exhibit runs during regular zoo hours: 9:00am-6:00pm

WHERE: The Minnesota Zoo, 13000 Zoo Boulevard, Apple Valley, MN 55124

                 (952) 431- 9200; info@mnzoo.org

COST: 0-2 years old: free

            3-12 years old: $12.00

            13-64 years old: $18.00

            64+ years old: $12.00

**Interviews with exhibit director, Lance Cortell as well as bug specialist, Mindy Waulman will be available upon request. Media coverage is encouraged for the grand opening of the exhibit and will be allowed through the first weekend. 

Module 2: Assignment 2

Greenscape Inc.

FOR IMMEDIATE RELEASE

Contact:

Taylor Campbell

(313)-555-3940

taylorcampbell@greenscape.com

GREENSCAPE INC. TO HOUSE HEADQUARTERS IN DOWNTOWN DETROIT

DETROIT- (July 17, 2016)- Greenscape Inc.- the region’s most dedicated manufacturer of energy efficiency products- announced the development of a new 25-story office building to be built in downtown Detroit. This office building will become the location for Greenscape Inc.’s headquarters.

The new building, to cost an estimated $150 million, will be the largest of its kind in the U.S. to be LEED- certified. Architect Weber and Associates, and contractor Rudolph and Sietten plan to have the building completed in less than two years. Production of the building stems from a redevelopment effort to keep major corporations in the central city.  To further this effort, The Minneapolis Redevelopment Agency has guaranteed the financing of the building and will be contributing up to $5 million to landscape public areas around the building as well as to improve surrounding streets.

Greenscape Inc. CEO, Bill Mitchell plans to visit the development site monthly to ensure a smooth progression. Mitchell stated, “This building is going to do great things for a city that is often misunderstood. The Greenscape Inc. team couldn’t be more excited to be a part of this redevelopment effort, and we know the final product will be more than we could have asked for.”

Detroit Mayor, Mike Duggan is also very involved in the development of the new building, maintaining contact with both the architects as well as contractors on the job. “Detroit has a very distinct personality to it, and it is very important that this new building fit in with the city’s personality. We as a city are very grateful for the positive changes this new development is sure to bring, and feel this building will be the cornerstone of the downtown revival.”

~~~

FACT SHEET

• ·      Greenscape Inc. manufactures energy efficiency products
• ·      Greenscape Inc. will be housing their headquarters in a new office building
• ·      The new office building will be 25 stories tall
• ·      The new office building will cost an estimated $150 million
• ·      The new office building will be located in downtown Detroit
• ·      The new office building will be the largest of its kind in the U.S. to be LEED- certified
• ·      Development begins as part of a downtown redevelopment effort
• ·      Detroit is trying to keep major corporations in the central city
• ·      Weber and Associates is the architect company working on the building
• ·      Rudolph and Sietten is the contracting company working on the building
• ·      The Minneapolis Redevelopment Agency guaranteed the financing of the building
• ·      The Minneapolis Redevelopment Agency will contribute up to $5 million in landscaping of and around the building

Module 2: Assignment 1

(Email)

The first problem with the email is that it is forwarded to the journalist. When sending press releases in hopes of getting media coverage, it is important to make each outlet/ journalist feel important or unique so forwarding the email; or at least leaving evidence that it is forwarded shows the journalist they are a part of a mass receiving chain. The subject is another problem because it does not provide any information for the journalist at first glance. Even adding the name of the museum in the subject to say “Salem Museum New Exhibit” would have been better. The third problem with the email is the greeting/ body. Going back to the idea that media outlets need to feel like they were uniquely selected to receive this press release, certain etiquette should be followed when writing the body of the email. An example of an improvement of this could be as follows:

Hello,

Please consider the following press release regarding Salem Museum’s new exhibit for a spot in your local news section. Please let me know if I can answer any additional questions.

Rewriting the body of the email this way would show the journalist you are requesting media coverage rather than expecting it. Additionally, it provides enough information to give the journalist an idea of what the press release will be about. Including a specific section of the outlet shows the journalist you have researched their outlet and adding that extra bit of personalization helps the journalist to feel more inclined to cover the story because you took the time to make sure the story would be a good fit. The revised body also does not assume the story is newsworthy, as that is the journalists job to decide and by including that could potentially offend the journalist. Finally, rather than including a completely unrelated postcard picture below the content, the sender should have copy and pasted the press release below just in case the journalist could not for some reason open the attachment. Finally, if you mention that you have attached a press release, make sure that the release is indeed attached to the email as it does not appear to be attached in this example.

(Press Release)

In regards to the press release, there are many areas of improvement. Although I think it was well thought out to include the logo of the museum, as well as location and contact information for the museum; the rest of the press release was a bit of a mess. The individual submitting the press release had his name in too many different locations on the release. As a way to keep the release cleaner, the author of the release should have included his name and contact information in one place at the top of the release. While I think the media alert has good/ informational content, it does not make sense to include that in the press release. Additionally, the title for the press release and the media alert are different which can be confusing to the journalists reading it. There is a possibility that the journalists may think the media alert and the press release are about different topics. The press release itself has nothing to do with the exhibit, but rather is more so an informational background about the artist. The only relevant part of the press release were the last two paragraphs, and even at that; the only additional information it provided was that children could make their own Valentine cards while supplies last. Aside from that, everything else could already be found in the media alert provided at the top of the release.

PR News Analysis 3

Project Everyone Shares What They Really Really Want

With help from their partners Getty Images, and global cinema advertising association, SAWA; Project Everyone has revamped the 1996 Spice Girls hit "Wannabe" into a girl power anthem. According to CNN the video is part of a campaign to raise awareness about the U.N's Global Sustainability Goals. In the video, signs can be seen in the background with messages of the issues the organization wants to address. The four main topics included ending violence against girls, quality education for all girls, an end to child marriage, and equal pay for equal work. According to PR Week, the video remake features artists from Canada, India, Nigeria, South Africa, UK and the US. The campaign also created the hashtag #WhatIReallyReallyWant to encourage others to share what they want for girls and women around the globe. A compilation of these messages will be presented to the world leaders at the U.N. General Assembly this September. 

From a PR standpoint, this organization is being very strategic and making all the right moves to obtain as much success in their goal as possible. Beginning with their song choice, Project Everyone was very strategic in their decisions. First,the majority of women who are familiar with the Spice Girls are at least in their early 20's meaning they are targeting the millennial generation, and generation Z; both of which are known for making change. Not only is the song iconic and therefore easily recognizable, but the overall message of the original group was girl power which fits in perfectly with the theme of the new video. Second, the organization encourages people to get involved via social media. As social media dominates in today's society, this is a huge tactic to raise awareness for their cause. In doing this, the organization gains exposure and the general public feels their voice is being heard and that they are a part of something big. Finally, by showcasing artists from around the globe as one group, the organization sends a message of unity among girls and women; further highlighting the power of girl power.

Hostess Makes a Sweet Comeback

January 2012 was a difficult time for Hostess fans, as the company not only filed for bankruptcy but also halted the production of their products; including twinkies, as a result. Fortunately, these fans can fear no more because the company has a new majority owner known as Gores Group coming to the rescue. Under this deal, Hostess will undergo a complete re-branding as well as become public in the stock market. According to The New York Times, having a listing on the Nasdaq stock market will allow Hostess to raise capital to pay for acquisitions or work off debt. PR Daily states that Hostess sold majority stakes to Gores for $725 million, increasing their stock value to about $2.3 billion. In a statement made to CNN, the company explained "this transaction better enables Hostess to continue executing on its long-term growth plan by providing greater access to capital to fund future innovations and acquisitions."

This company now has three owners, a combined ownership between Apollo Global Management and Metropolous & Co. owning 42% of the business, as well as Gores Group owning 58%. As a PR professional, this has the potential to become a very sticky situation. Maintaining a happy, cohesive, and successful company is difficult enough with one owner, so it is going to be very important that there is an open flow of communication among all three owners. The new majority holder is making positive changes to the company however. Listing the brand on the stock market is a very strategic and effective way to boost IPO value and allow the community to become involved in the company/ product again.