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Need 1.5 pages, word count at least 500. The detailed writing instruction is post in the attached file, make sure read all and meet all requirement. J350 | PR Newswire Analyses Rationale & Details One of our core functions as a public relations practitioner is to tell the public what’s happening at our organization. We report our organization’s news, telling our organization’s story. We do so in a variety of ways, including on our website, via the news media, and across our social media channels. One great place to see this process in action is PR Newswire. On three occasions I want you to go to PRnewswire.com, pick a news release of your choice, and then do a little digging and analysis. First, tell me what they’re announcing. Second, search to see if any traditional news outlets have covered it. Third, see if the organization has posted anything online or via their social media channels. Who are they targeting specifically, and who else might be affected? Is the news getting out there beyond this one news release? What are your recommendations for other things they could do to improve? Submission Logistics & Grading • • DO NOT exceed two typed pages. One and a half pages is all you probably need. Grading: Per the rubric you will see on Canvas, you will evaluated based on 1. News summary (max 10 pts) 2. Writing quality (max 15 pts) 3. Depth of investigation (max 15 pts) 4. Stakeholders targeted and potentially affected (max 20 pts) 5. Analysis (max 20 pts) 6. Recommendations (max 20 pts) • Please provide references (links are fine), and use quotations and in-text citations as warranted. • I have provided two additional documents on Canvas to help – one is a set of “tips” for success, and the other is an example of a successful assignment grading_rubric.jpg pr_newswire_details_w20.pdf pr_newswire_tips__2_.pdf sample_pr_newswire.pdf Unformatted Attachment Preview J350 | PR Newswire Analyses Rationale & Details One of our core functions as a public relations practitioner is to tell the public what’s happening at our organization. We report our organization’s news, telling our organization’s story. We do so in a variety of ways, including on our website, via the news media, and across our social media channels. One great place to see this process in action is PR Newswire. On three occasions I want you to go to PRnewswire.com, pick a news release of your choice, and then do a little digging and analysis. First, tell me what they’re announcing. Second, search to see if any traditional news outlets have covered it. Third, see if the organization has posted anything online or via their social media channels. Who are they targeting specifically, and who else might be affected? Is the news getting out there beyond this one news release? What are your recommendations for other things they could do to improve? • Submission Logistics & Grading Due Dates: Jan 13, Jan. 29, Feb. 24 • DO NOT exceed two typed pages. One and a half pages is all you probably need. You will submit online, via canvas… on the due date by 4 p.m. (AKA the start of class). Plan ahead; prepare for potential technical difficulties. • Grading: Per the rubric you will see on Canvas, you will evaluated based on 1. News summary (max 10 pts) 2. Writing quality (max 15 pts) 3. Depth of investigation (max 15 pts) 4. Stakeholders targeted and potentially affected (max 20 pts) 5. Analysis (max 20 pts) 6. Recommendations (max 20 pts) • Please provide references (links are fine), and use quotations and in-text citations as warranted. • I have provided two additional documents on Canvas to help – one is a set of “tips” for success, and the other is an example of a successful assignment. Continued next page J350 | PR Newswire Analyses Suggested Layout (Again, no more than 2 typed pages) Summary of topic: One short paragraph. Tell us what the topic it is… the core news being announced. Affected Stakeholders: Who are the various parties potentially affected by this news? Be specific. Start with those who are pretty obvious, but also consider those who might not be the direct targets of this news, but who might be interested in it. (Bullets are fine for this section.) Analysis: First, what do you think about the news itself? Is it really news? Are there good ideas? Then, in looking at the news coverage (or lack thereof), what they’ve posted (or not posted) on their website, and discussion (or silence) via social media, what’s your take regarding the extent to which this news has been broadcast and how it has been received? Lack of news coverage, or lack of social media discussion is not ideal. Conversely, a lot of news coverage or social media discussion that goes awry also is not ideal. (Just a couple of paragraphs) Recommendations: What could they do better either with the current campaign or future campaign? Even if this is a slam dunk, with great news coverage, great social media presence, etc., there is always room for improvement. Citations: PR Newswire link: From where else did you pull your information? News articles (Link to online source is fine), Social media, etc.? PR Newswire Assignment Tips Step 1: Find a news release of interest on PRNewswire.com Read it while asking yourself… • What is this organization / company announcing? • Who would be interested in this kind of news? • Is this worth an entire news release? Step 2: Investigate other communication outlets • Find the organization’s main website. Take a look around to see if the news that you found on PRNewswire is front and center, or at least somewhere on the website. o *Tip: Look to see if they have a “News” or “Newsroom” tab. A good public relations team will announce their organization’s news in this section. • Look for the organization’s social media accounts. Peruse while asking yourself… o Have they announced the same thing on these platforms? o If so, what’s the engagement level? o If not, what else is there? • *Tip: A good public relations initiative will announce an organization’s news on a variety of platforms. Why put together and send a news release if you’re not going to maximize its reach on other platforms? Step 3: Go to google… • Click on the news tab, enter appropriate search term(s), and see if any news outlets have picked up the news. Step 4: Analyze • Take a step back and analyze what you’re seeing. Are you seeing that consistency, or are there disconnects? Are there different messages? Missed opportunities? Step 5: Develop recommendations • Yes, this will feel like a little overlap, but if you were a member of that organization’s public relations team, what would you recommend to your team? “Williams Sonoma To Bring Innovative Wine-On-Demand Appliance Plum To Retail” Summary On November 17, Williams Sonoma announced a partnership with Plum, the creators of a high-tech wine dispensing device. Consumers are currently able to purchase Plum through Williams Sonoma’s catalog and website, with in store availability coming in early 2018. This article goes into detail about the $1,499 device and what makes it worthwhile: wine identification displayed on the digital screen, silent chilling for the “perfect serving temperature,” a “double-cored needle” for pouring that prevents oxidization of the wine, an electronic seal to preserve wine for up to 90 days, as well as Wi-Fi capabilities to “see what friends, sommeliers, and winemakers are drinking” (PR Newswire). Stakeholders • • • • Brands that sell kitchen and home appliances, including companies such as Sur La Table or KitchenAid. Along with specific brands would be department stores and those related, such as Macy’s, JCPenney, or Bed Bath & Beyond. Investors in both Williams Sonoma and Plum. Anyone involved in the wine industry (winemakers, sommeliers, consumers, distributers, sellers, etc.), as this is a unique device designed to identify, chill, and preserve wine that had not yet been brought to this market. Analysis While this article describes a previously launched product, the focus is on announcing a partnership between Williams Sonoma and Plum. The news release is designed to tell the public about this partnership while simultaneously informing potential consumers about the design and benefits of Plum. News coverage about Plum as a wine dispensing device is substantial, with several articles about the product featured on websites including Forbes, Wired, CNBC, etc. These news articles are accessible from Plum’s product website, where the company also portrays the devices features and benefits, and provides a video showing exactly how it works. However, when it comes to the partnership between Williams Sonoma and Plum, news coverage is essentially nonexistent. The only article I could find about this partnership was from PR Newswire – the article that this analysis is based on. When visiting Williams Sonoma’s website, the only way to find Plum is by typing it into the search bar and choosing the device out of several items that pop up. Nowhere on their website was an announcement about the partnership or a mention of this new device. Among the various social media outlets, not a single Williams Sonoma account mentioned Plum or their partnership. With 640,000 followers on Instagram, about 790,000 followers on Facebook, and over 100,000 followers on Twitter, Williams Sonoma has the potential to spread the news about Plum reasonably fast. The company posts several times a day, focusing on holiday recipes and promotions, but failed to bring Plum into the conversation. Aside from Plum’s website, their online presence is sparse. With no Facebook or Twitter account and an Instagram that has under 200 followers and only 24 posts, Plum has clearly struggled with the promotion and discussion of their product. Recommendations After researching Plum, it is clear that their partnership with Williams Sonoma was a crucial step in getting their product more integrated into this market. While Plum has been covered by several news outlets and is now available to purchase through Williams Sonoma, there is still a lot of work to be done when it comes to letting consumers know about the product itself. A solid starting point would be news coverage about the partnership; consumers need to know that Plum is valuable enough to be sold through a widely known brand such as Williams Sonoma. Stakeholders, particularly investors, also need to be made aware of this information due to the potential increase in Plum’s value as a company, which is hard to do with just one news release. Coverage about this partnership is just as important, if not more important, than coverage about the product itself. While Williams Sonoma has a solid presence on Facebook, Instagram, and Twitter, they have not mentioned the partnership with Plum, or the product itself, in any way. Williams Sonoma has the potential to draw in a new consumer base with this product, especially during the holidays when people are searching for the perfect gift and hosting more gatherings. This partnership is incredibly beneficial for Plum and investors alike, and interacting with their target consumer base of adults who enjoy drinking wine, hosting events, and have the money to spend on this high-tech device is important. The most advantageous social media strategy would most likely be in the form of a Facebook account that interacts with this consumer base. Information provided on their website could easily be spread on Facebook and Instagram, including the video showing how this product works and why it is worth $1,499. Increasing social media efforts not only has the potential to spread news about Plum, but also allows for interaction with consumers and the potential to build brand loyalty. Citations Plum. “Plum Automatic Wine Preservation Appliance.” Plum, https://www.plum.wine/press. Plum. “Williams Sonoma To Bring Innovative Wine-On-Demand Appliance Plum To Retail.” PR Newswire, PR Newswire Association LLC, 17 Nov. 2017, https://www.prnewswire.com/news-releases/williams-sonoma-to-bring-innovative-wineon-demand-appliance-plum-to-retail-300557202.html. ... Purchase answer to see full attachment