Module 1- assignment 3

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.

• Break down the statistics on a local level, and compile the number of flights, mileage and total passengers carried last year in that respect. Familiarize the local public with the national airline by also including the busiest times during that time period, such as holidays etc. to provide the audience an understanding of why those statistics are the numbers they are.

b. A computer company has introduced a new tablet computer.

• Visit a local technology store to gain first hand experience and knowledge of the new tablet computer. Ask a sales person to explain the new product to you to be able to analyze the convenience and ease of the product. When buying a product, consumers are interested in functionality, ease or convenience and price. This information should be the main points of the story, followed by local costumer reviews of the product.

c. A national manufacturing company with plant sites in 100 different cities has just announced its annual earnings and stock dividend.

• First research whether or not there is a local plant site, and if not; how the closest plant site impacts the local public. Break down the annual earnings and stock dividend on a local level and analyze the impact that has on the local public as well.

d. A company has just developed a new GPS system integrated into their entire line of cars.

• Visit various local car dealerships to compare prices of the vehicles with the new GPS system in it. Talk with multiple sales representatives about how the system works, why having this system is beneficial and possibly more importantly; with the technology and modern conveniences we have today such as navigation in our smartphones, why is this new GPS system necessary?

e. A charitable agency has just released national figures on the number of Americans afflicted with AIDS.

• Remaining empathetic yet still professional is very important with these types of stories, so first keep that in mind as members of the local public may be impacted. Break down the national figures into local statistics and visit the nearest agency to obtain an interview with service members or members of the public who are indeed impacted.

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 a marketing campaign of sorts, focusing on the power of social media. Currently, the millennial generation dominates on Facebook and Twitter and because the majority of millennials are of drinking age this would be a great demographic to target. Create a catchy tagline or hashtag such as #drinkofchoice where people can upload photos of their favorite Leinenkugels beers and create a running poll of which beers are being posted the most and which are being posted the least. Not only does this allow the company to gather statistics about who is buying their product, but also which products are succeeding and which products need to be reevaluated.