Page 213 - Convergent Journalism an Introduction Writing and Producing Across Media

Exercises
1

You’re the public relations director for a regional health center about
to embark on a new capital campaign. In the first senior management
meeting to develop a plan of action and milestones, you are assigned the
responsibility for preparing the way for the campaign. You are given 3
months before the campaign is actually announced. Provide a detailed
outline of a viral community relations campaign using only multimedia
that will build the kind of relationships necessary to ensure the success
of the program. You may not make mention of the upcoming capital
campaign.

2 203

You’ve been hired by a new company selling computer-based train-
ing modules to hospitals to develop a media campaign to help boost
sales. The company was formed by one of the pioneers of online learn-
ing. Write a pitch e-mail designed to interest the major regional daily
newspapers in interviewing your client.

You’ve just been promoted to director of corporate communications
for a major glass jar manufacturing company, with overall responsibil-
ity for all internal communications with the company’s dozen plants
worldwide, corporate employees, the North American Delegation, and
the packaging branch. You also work with senior management on a
wide variety of communications projects and will program all employee
communications. At your first board meeting as director, the CEO
3 to initiate a company-wide quality circle competition.
appoints you
The only guidance you receive is that each plant will hold an internal
competition, with the winning team from each plant appearing at cor-
porate headquarters for the final competition. Senior management will
leave the details up to you. Using only multimedia, create a detailed
outline of an employee communication program designed to introduce
this quality circle contest to all of the company’s plants.