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Lauren Short's writing samples from the Spring 2010 Strategic Writing and Media Relations Writing Samples course at the University of Oregon's School of Journalism and Communication.
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Strategic Writing and Media Relations
Class writing samples
Spring 2010
Lauren Short
I was given a sheet of facts and asked to create a five graf press release in 15 minutes.
Pioneer Airlines 2343 Airport Road Chicago, IL 60016
FOR IMMEDIATE RELEASE Contact: Director of Communications Lauren Short (312) 887-‐5410 Pioneer Airlines CEO to speak on company changes and third-‐quarter performance CHICAGO -‐-‐ Pioneer Airlines Chief Executive Officer Terry Mullin will speak at a conference tomorrow at 10 a.m. to review financial results from the third quarter of operations and to announce some operational and personnel changes. The conference will be held in the 35th floor auditorium of the 235 West Wacker Pioneer Building. Mullin announced that Pioneer’s domestic miles for January-‐March was up by 15% from last year. He stated that performance has been better than thought by First Call, the nations largest financial analysis company. Mullin plans to “create a more stable environment for Pioneer,” as the airline has yet to file for bankruptcy protection. Video conference hookups can be arranged by calling Media Services at (312) 887-‐5234. A PDF of the full third-‐quarter report will be available 9 a.m. Tuesday at http://www.PioneerAir.com.
For this assignment I was given a sheet of facts and asked to create a press release that was 180 words or less.
Consumer Reports “Always saving the world.”
7800 Best Street
Yonkers, N.Y. 12345 (800) 555-8888
FOR IMMEDIATE RELEASE Contact: Lauren Short Director of Media Relations (541) 513-‐2139 [email protected] Consumer Reports supports the National Academy of Sciences pursuit to combat teenage smoking Yonkers—During a press conference today, Consumer Reports (CR) announced its
support to stop teenage smoking through strategies proposed by the National
Academy of Sciences (NAS).
NAS urges that banning all cigarette advertising, raising cigarette taxes, and
enforcing all laws against selling tobacco to minors will help combat teenage
smoking.
At the press conference, Child Psychologist Dr. Samuel Chase discussed how high
self-‐esteem, good academic achievement, developed skills for handling peer
influence, and close parent-‐child relationships help adolescents avoid tobacco use.
“These factors need to be built up from toddlerhood on. They cannot be provided
overnight when a child reaches the high-‐risk age of 12 or 13,” Chase said.
CR Spokesperson, Harriet Smith said teenage smoking is “a lethal public epidemic”
and that research indicates over 3,000 teenagers smoke daily, consuming roughly
17 billion of the 500 billion cigarettes sold in the U.S. every year.
Smith suggests that parents should emphasize health and addiction risks, decode
cigarette ads, and impose consequences for smoking.
A complete transcript of this morning’s press conference and more prevention tips
can be found at www.consumersunion.org.
180 words
I was asked to condense a five page press release into a five graf story.
BEER INSTITUTE 122 C Street NW, Suite 350 Washington, DC 20001
FOR IMMEDIATE RELEASE Contact: Director of Communications Lauren Short
(202) 737-‐2337
Study shows that beer largely supports U.S. economy WASHINGTON – A 2009 study commissioned by the Beer Institute and National Beer Wholesalers Association states that America’s beer industry contributes nearly $190 billion annually to the U.S. economy, paying almost $55 billion in wages and $36 billion in federal, state, and local taxes. “This study shows that more than ever, America’s brewers play a pivotal role in promoting strong and robust economic growth throughout our country,” said August A. Busch IV, president and chief executive officer of Anheuser-‐Busch Companies, Inc. The promotion of beer helps support other segments of the economy by contributing more than $4 billion for the agricultural sector, including malting barley, hops, brewers rice and corn. “As the single largest purchaser of rice in the country and one of the leading purchasers of other agricultural goods, the beer industry’s contributions to America’s farm economy are helping support rural families and small businesses coast to coast,” said Jeff Becker, president of Beer Institute. The complete Beer Serves America Economic Impact study and breakdown of economic contributions is available at http://www.beerservesamerica.org.
I was given a sheet of facts and asked to create a press invite in 15 minutes.
San Jose Wendy’s FOR IMMEDIATE RELEASE April 28, 2010 Contact: Lauren Short (541) 513-‐2139 [email protected]
Wendy’s president will visit San Jose franchise to distribute food certificates
What: Wendy’s President Tom Mueller will visit San Jose, CA on Thursday with Mayor Ron Gonzales, to thank investigators from the police department, the staff of the local Wendy’s for working together to solve the case of the severed finger hoax in a bowl of the franchise’s chili. Wendy’s customers will also be thanked by having a chance to receive one of 3,000 free $5 food certificates. When: Thursday, April 29, 2010
• 6 a.m. Mueller opens Wendy’s for business and works order line for one-‐hour photo op.
• 7:15 a.m. Meeting with mayor and police representatives. Announcement of special college scholarship photo op.
• 8 a.m. Certificate giveaway (30 minutes) photo op. • 9 a.m. Private meeting for store staff and group photo op. • 9:30 a.m. Press conference highlighting Ayala case and Wendy’s
Annual Stockholder Meeting held on April 28 photo op. • 10:15 a.m.-‐ 1p.m 20-‐minute scheduled individual interviews with
Mueller for reporters and producers photo op. Who: Tom Mueller, President, Wendy’s Ron Gonzales, Mayor, San Jose, CA Where: San Jose Wendy’s Additional information: To schedule an interview, please call 800-‐454-‐1900 or email [email protected]. Time slots are available on a first come, first served basis. Reporters, editors, and producers are encouraged to get PDF materials from Friday’s meeting and press conference at http://www.nomorefingersinfood.wendys.com.
I was asked to create a press release covering an important event.
Committee to Protect Journalists 333 Seventh Ave., New York, NY 10001
FOR IMMEDIATE RELEASE Contact: Director of Communications
Lauren Short (212) 465-‐1004 [email protected]
Om Sharma of Nepal to be featured guest speaker at Press Freedom Facts 2009 MANHATTAN – On Tuesday, May 4 at noon, Om Sharma of Nepal will be the featured guest speaker at “Press Freedom Facts 2009,” an annual event intended to report on the deaths, physical attacks, illegal detentions and threats suffered by journalists, in the grand ballroom of the Mandarin Oriental Hotel on Columbus Circle in midtown Manhattan. Sharma was recently released from prison after being illegally jailed and tortured for three years after Nepalese government officials charged him with treason and terrorism for publishing “seditious materials.” Gwen Ifil of the Public Broadcasting System and CPJ board member, and CPJ Executive Director Ann Cooper will co-‐host the event as well. Sharma will review three cases of imprisonment and torture from the 76 reported worldwide in 2009. An annual publication, Attacks on the Press in 2009, will be discussed and the Wall of Honor listing for the 71 journalists killed on assignment this year will be released. A recipient of the Burton Benjamin Memorial Award, for distinguished achievement in preserving press freedom around with world will be named at the event. Reservations will no longer be accepted after 6 p.m. EST on Monday, May 3. Please visit www.cpj.org for more information.
Facts were disclosed to me sporadically over 45 minutes. This was updated as more information was released. Highway crews at the scene of two-‐car collision on Highway 99
MONROE, Ore -‐-‐ Oregon Department of Transportation Emergency Response
Team set up detours on U.S. Highway 99 after both lanes of traffic were blocked due
to a two-‐car collision that occurred one mile south of Monroe.
It is believed that the accident was caused after the Toyota Tundra, reported
stolen yesterday afternoon from the long-‐term parking lot of the Portland
International Airport, veered into the northbound lane at speeds of 100 mph in
heavy rain at 6:45 p.m. yesterday.
A preliminary report from Benton County Sheriff’s office states that Howard
Martin, 78, of Salem was the only passenger in the Volkswagen Golf and was
reported dead at the scene of the accident. The driver, no identification at this time,
sustained minor injuries.
Benton County spokesperson Lieutenant Helen Daniels said that Billy Lynn,
19, of Harrisburg was driving the pickup truck with a suspended license when he
struck the compact car.
Deputy Tony Daniels, 47, of Corvallis sustained minor injuries after a
southbound vehicle was coming to a stop and struck him while outside of his vehicle
at the scene.
Lynn, uninjured in the accident, has been arrested on the charge of vehicular
homicide.
A note from my professor:
October 10, 2010 To whom it may concern at Jess3: This is a letter of reference for Lauren Short, who is interviewing soon with a representative of your agency. I am providing this letter electronically to Lauren, and I would be happy to send you a printed copy later. I am delighted to recommend her. Lauren is an energetic and creative student who nicely balances clear communication and complex technology – a great combination, as we speed into a new world of outreach and connections. She already exhibits strong organizational and leadership skills, which she put to good use this past summer in an internship with NextStep Recycling. I understand she is continuing work with this group now, helping it expand its social networking connections. You’ll find in Lauren strategic thinking and thorough followthrough. You’ll be pleased, I am sure, with her writing and speaking skills – she is clear, concise and correct (which won’t stop her from heading down more creative and even edgy paths when it’s needed). I’d be happy to provide more information if needed; I wanted to be sure now that you heard from an “old professor” that you have a real talent in Lauren. Sincerely, Duncan McDonald Professor of Journalism University of Oregon [email protected]