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Role of a PR specialist for an organization - Create a three-piece media kit

ASSIGNMENT DETAILS Play the role of a PR specialist for an organization to which you belong or an organization for which you volunteer (the organization must be local). Create a three-piece media kit, including a news release, a backgrounder and a fact sheet.

Your work will be evaluated on the content, organization, format, grammar and AP style of the documents based on information covered in the textbook and lecture. Refer to the grading rubric below.

You will submit all documents to the same Carmen assignment – it may appear that you are “replacing” the first document when you upload the second and third, but you’re not. I can see them all.


News Release Write a standard print news release (NOT an email news release) about an “event,” which should be something happening within the next year so you have enough information to write the release. The “event” could be:
? A new organization introducing itself to the public
? An established organization launching a new product, service, etc.
? An announcement that an organization is moving to a new location, making a change of some kind
? Promotion of an event such as an annual convention


The body copy for the release should be 400-500 words and you must include at least three sources (list them on the bottom of the news release for grading purposes). One source must be a person you interviewed and you directly quote in the news release. Consult with your client regarding letterhead.

You may need to create the letterhead if your client does not already have a digital template. (If your client does not want your documents to go on official letterhead, then create a “fictional” letterhead for this assignment, but you must have letterhead.) View the “News Release Example” on Carmen.


Backgrounder
Bio of a key player, or background or history of the organization (300-350 words). You may use information provided by the organization or found online, but edit and rewrite it with strong action verbs, concise sentences, strong grammar and AP style. **See format discussed in class lecture
Fact Sheet Cannot cover the same player/organization outlined in the backgrounder.

Choose a different key person, a product or the organization if you did not do your backgrounder on the organization itself (300-350 words). You may use information provided by the organization or found online, but edit and rewrite it with strong action verbs, concise sentences, strong grammar and AP style. **See format discussed in class lecture
Grading Rubric See next page


COMM 2321: Writing for Strategic Comm
Writing Assignment: Media Kit
News Release Lead Writing & Body
10.0 pts Headline and lead grab attention and emphasize strong news value, not the organization; written as a news story with facts in descending order of importance
8.0 pts Headline and lead don’t clearly emphasize strong news value; body not clearly written as a news story with facts in descending order of importance 4.0 pts Headline and lead focus on organization or don’t show strong news value; body not written as a news story with facts in descending order of importance 2.0 pts Headline and lead focus on organization and don’t show any news value; body not written as a news story with facts in descending order of importance News Release

Formatting
Formatted correctly, using appropriate letterhead and all required elements covered in class Formatting is missing one or two required elements. Formatting is missing three or four required elements. Formatting is missing more than four required elements. Backgrounder Formatting & Info


Formatted correctly, using appropriate letterhead and all required elements covered in class Formatting is missing one or two required elements. Formatting is missing three or four required elements. Formatting is missing more than four required elements.

Fact Sheet Formatting & Info
Formatted correctly, using appropriate letterhead and all required elements covered in class Formatting is missing one or two required elements. Formatting is missing three or four required elements. Formatting is missing more than four required elements.

Media Kit Fact-Based Reporting
The news release has sufficient quotes from qualified sources and includes no editorializing; and all media kit facts are accurate
The news release has utilized some quotes from reasonably qualified sources but may include some editorializing and all media kit facts are accurate The news release has unqualified/ insufficient sources, limited quotes or multiple editorial statements and media kit may include inaccurate facts The news release has no outside sources or quotes and/or media kit has significant factual inaccuracies Media Kit Language
AP Style and grammar are all correct, and all media kit elements are written in a clear, concise format, as tightly as possible, using active language.

One or two AP Style or grammar errors; media kit elements are written in a clear, concise format, as tightly as possible, using active language. Three or four AP or grammar errors; media kit elements are not written in a clear, concise format, as tightly as possible, using active language. Significant grammar and AP style errors, and poor language structure.

Role of a PR specialist for an organization - Create a three-piece media kit

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