AUDIENCE PERSONA
PRL214: Writing for PR: Media and Message
For Visit Catskills, I created a persona of their target customer, using research to identify a distinct individual that represents the company.
FACT SHEET
PRL214: Writing for PR: Media and Message
Fact sheets are one-page background sheets that act as a quick reference and resource for journalists by providing quick and specific details. For Visit Catskills, I emphasized their fast facts, background, awards and activities to create an informative and easy-to-read sheet.
NEWS RELEASE
PRL214: Writing for PR: Media and Message
Press releases deliver and organize newsworthy information. For Visit Catskills, I created a press release on a hypothetical collaboration between the Catskills and Patagonia. The Catskills would post a Patagonia outdoor gear pop-up event, with sales going to land efforts.
NEWSJACKING SOCIAL MEDIA POST
PRL214: Writing for PR: Media and Message
Newsjacking allows practitioners to utilize breaking news and trending topics to gain publicity and media coverage for their company. During this time, the Super Bowl was a trending topic, making it a perfect newsjacking post forVisit Catskills.
DIVERSITY ANALYSIS
PRL214: Writing for PR: Media and Message
DEIA initiatives are reflective of a company's values, and consumers look to these values to see if they wish to align with a company. While Visit Catskills' DEIA initiatives were not boldly spelled out, many of their initiatives were found through I LOVE NY, which they are a branch of. This diversity analysis was complex, but goes to show that Visit Catskills does have room for improvements in terms of their initiatives and proving their values.
FEATURE STORY
PRL214: Writing for PR: Media and Message
Tasked with writing a feature story on the Catskills, I was able to successfully communicate with Marjorie Block, the chief of Saugerties tourism. Looking into Saugerties, I was inspired by the richness in history and their appreciation for both the arts and their own community.
MEDIA PITCH
PRL214: Writing for PR: Media and Message
For PR practitioners, media contact lists give opportunity for individuals who may cover news on a company. A media pitch is asking a reporter to cover news on your company. While the Catskills has four distinct regions, Saugerties is a town filled with history and the arts. The media list for Visit Catskills consisted of reporters who specialize in these areas, while the media pitch was specific to the event that I planned.
MEDIA BRIEFING
PRL214: Writing for PR: Media and Message
A media briefing allows an organization to share information or make a newsworthy announcement. Following the "Catskills Reborn" initiative, a hypothetical coalition of Catskills hospitality businesses, conservation organizations, and county tourism offices to embrace environmental responsibility and the region's rich history. Emily, Erin and I prepared this media briefing and presented it to our class in a professional manner.
PESO MODEL
PRL214: Writing for PR: Media and Message
The PESO Model allows practitioners to organize media and forms of communication into four distinct categories: paid, earned, shared and owned. For Visit Catskills, Emily, Erin and I researched different forms of media and investigated how the Catskills could benefit from them for a campaign.
CEO E-NEWSLETTER
PRL214: Writing for PR: Media and Message
CEO E-Newsletters allow companies to produce information from their CEO to convey prominence and importance. While Visit Catskills doesn't have a CEO, the Catskills is divided into four distinct regions. For Visit Catskills, we used Lisa Berger, the director of Ulster County tourism. I converted the original CEO newsletter into an e-newsletter, in which it could be published to the Visit Catskills website.
