Public Relations Writing Samples

Bradley Barefoot Bevel PR Group (910) 465-8509, bgrimesb@live.unc.edu 09/12/2019

PUBLIC RELATIONS PLAN Situation Analysis: The client; HEETS, or HeatSticks in certain markets, has products described as a heated tobacco unit, similar to e-cigarettes. They need to dominate the smoke market as the biggest and most popular non-cigarette product in the United States. Campaigns should be familiarized with the recent controversy regarding products from Juul Labs, Inc. PR Campaign Objective: To create positive attitudes regarding HEETS’ products and branding using a 12-month online and social media campaign showcasing their products as preferred alternatives to traditional tobacco cigarettes while targeting millennials and online influencers Target Audiences: 1. Millennials 2. Online influencers with strong social media presence 3. Cigarette smokers looking for an alternative S.M.A.R.T Goals 1. More than 3 million HEETS products should be sold each month during the final three months of the campaign.

2. HEETS products sales should surpass those of Juul Labs, Inc. products in the final six months of the campaign.

3. Create social media profiles for HEETS that reach 10,000 fans or followers each on Facebook, Instagram and Twitter by the six-month mark from the campaign launch.

4. Double the amount of HEETS products sold from the first to six months.

PR Strategy: - Influencer posts: Reach our target audiences by investing in 5 social media influencers (see tactic) to showcase and discuss the products in digital posts.

- Relatability: Show how the functionality of the product is similar to that of other e-cigarette brands but note the next bullet for distinction.

- Distinction: Provide ‘educational resources’ that discuss the differences and benefits of having a HEETS product over other e-cigarette brands.

- Changed perception: Ensure our customers know the tobacco in the product doesn’t burn, but heats up and has health advantages in the smoke market Tactics: a. Develop contracts with 5 social media influencers (mixed gender, mixed races, at least 1 LGBTQ+) that result in 5 promoted posts featuring products on each of the 3 relevant social media platforms, resulting in a combined 75 social media posts between them in the first six months of the campaign launch b. Produce a press release for a HEETS press night open to the public, where company marketing heads discuss the benefits of HEETS products in contrast to other e-cigarette products with a guest appearance from 1 influencer c. Develop a crisis plan to consider other unrelated causes of respiratory problems in case product users begin to experience health issues Actions: To be assigned.

Budget: Not applicable. #

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Bradley Barefoot Bevel PR Group (910) 465-8509, bgrimesb@live.unc.edu

POSITION STATEMENT 09/10/19

ALL KIDS SHOULD CARRY GUNS

As a national child safety and constitutional rights organization in the United States, Second Amendment For All deems that the safety of children should be the first priority. As innocent children are often victims of these violent tragedy but never the perpetrators, we believe that children ages 2 to 17 should be able to carry guns in order to defend themselves from preventable danger, as allowed by the Second Amendment to the U.S. Constitution (https://constitutionus.com/).

2AFA takes pride in acknowledging the countless lives we have saved due to our involvement in American politics. Due to our efforts advocating for people’s full rights as guaranteed by the Constitution, we have been able to empower individuals to make decisions that change their livelihood. Throughout the years, 2AFA has worked to challenge the legal systems in place by fighting for Americans whose rights to certain freedoms and safety are infringed upon. Many children come under our care as well, hoping that we can protect them from the dangers that exist in their communities. Of course, our concern is the safety of these children. Violent people threaten the lives of innocent children daily so we believe that they should have the opportunity to fight back when necessary. Simply put, the problem with mass shootings in the United States could be diminished if children between the ages of 2 and 17 -MORE-

2AFA POSITION STATEMENT – Page 2

years old were allowed to carry guns. If an armed individual threatened the campus of an American school, children could defend themselves should they come within the vicinity of the perpetrator. We may not be there to protect the youngest among us but they can help themselves if allowed the ability.

The tragedy that occurred in Newton, Connecticut at Sandy Hook Elementary School almost seven years ago plagued the hearts of countless parents around the world as they watched families deal with unimaginable loss in real-time. On that day, twenty-seven innocent Americans lost their lives due to the actions of the perpetrator, who purposefully selected the school to commit his acts of violence (https://www.businessinsider.com/who-were-the-victims-of-thesandy-hook-shooting-2017-12). Images of distraught parents waiting for their young children to come out of the elementary school flooded American media. Many remember the moving statement to the nation made by former President Barack Obama on the day of the tragedy; reflecting on the only time they saw their president in tears as he recounted the horrible events inside the school (https://www.youtube.com/watch?v=mIA0W69U2_Y). The horrible murders that took place on December 14, 2012 could have been avoided entirely had the children on that campus been carrying guns. Instead of being defenseless in a situation where loss of life is avoidable, armed children can protect themselves and their school community from dangerous individuals who may come in with the worst of intentions.

Throughout the past few years, children have been the victims of countless acts of gun violence in both schools and other public spaces. There have been twenty-two school shootings -MORE-

2AFA POSITION STATEMENT – Page 3

where someone was killed or injured in the United States in 2019 thus far (https://www.cnn.com/2019/05/08/us/school-shootings-us-2019-trnd/index.html). An argument used to combat the arming of Americans is that allowing children to carry guns would create more problems than it would solve because a child does not know how to adequately care for and protect a gun. The facts of gun violence in the United States are clear: no mass shooting has been committed by a child in this country for over two decades (https://www.washingtonpost.com/graphics/2018/national/mass-shootings-in-america/).

Evidence has proven that children are among the least likely to commit crimes with weapons. If we allow these young Americans to understand their right to bear arms as guaranteed by the Second Amendment, they will respect their guns even more than perhaps an adult would.

2AFA has chosen to align themselves on the side of children’s safety by supporting the notion that those ages 2 to 17 should bear arms. With the insurmountable danger threatening the lives of children every day in America, we call on our elected officials to legislate considering the position of our country’s children. Following the guidance of the U.S. Constitution, allow these innocent ones to defend themselves with a gun. God forbid they ever fall into that situation.

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Bradley Barefoot bgrimesb@live.unc.edu 910-465-8509 11/14/2019

SPEECH “STORE YOUR COLLEGE MEMORIES WITH THE CLOUD” [Speech delivered by Mark Zuckerberg at UNC-Chapel Hill Winter Commencement on Dec. 15, 2019 at the Dean E. Smith Center in Chapel Hill, N.C. at 2 p.m. to thousands of graduates, faculty, parents, and other attendees.]

[Gesture with arms spread wide and welcoming.] Welcome, soon-to-be graduates of the University of North Carolina at Chapel Hill! [Pause for applause.] Some of you probably know who I am but my name is Mark Zuckerberg and I am speaking with you all as an honored guest speaker. Firstly, I have to congratulate you all on your success here at this university. I am pleased to have many people from my team at Facebook who are proud Tar Heel graduates. Who knows? Maybe I will see some of you working for my company in the coming years. College holds some of my fondest memories. [Make eye contact with front row of graduates.] Luckily, you all have the ability to hold onto those memories through the gift of social media.

Your ability to access your memories is key as you go on in life. After all, that is how you learn and grow as a human being. You can access these memories through your mind, traveling slowly back to those events that shaped you into the person you have become. But, of course, you can also check the Cloud. [Slight laugh.] Not those clouds outside, but the Cloud developed by Apple. You can be an active participant in Cloud computing from any device you own. Whether it’s a smart phone or a tablet, there is no specific hardware required for you to access your memories. This is partially because I believe that photos and gentle reminders of the past are what make us human. The key is accessibility.

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Final Version updated Nov. 14, 2019

CLOUD SPEECH – Page 1 of 2

Another great reason to use the Cloud to access your memories is that the Cloud is incredibly secure. The enhanced security features developed to protect your information is crafted from emerging technology that is up to par with what we need in 2019 for cybersecurity.

The Cloud is also a great resource to have for you and your loved ones because you can access it from anywhere. Because we don’t use location-based servers to hold the information, when the power goes out or you aren’t on a certain wireless network, you will still be able to access your information and media because our servers are online. This remote access allows you to access these fond memories at any time.

So, whether your fondest college memory was winning the National Championship in basketball or seeing Silent Sam be toppled or anything in between, the Cloud is the perfect way to store those memories so you can access them and be reminded of all those wonderful times that you have in college. Like so many people say, college was the best time of my life. I hope that you all can remember these excellent memories with the help of my company and the greatest memory-storing software of all time: the Cloud. Congratulations, graduates! [Wave goodbye to the crowd.]

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Final Version updated Nov. 14, 2019

Bradley Barefoot bgrimesb@live.unc.edu 910-465-8509 11/14/2019

SPEECH “MAKE SURE YOUR PARENT SHARES SAFELY” [Speech delivered by Mark Zuckerberg at Mrs. Jones’ kindergarten class on Dec. 13, 2019 at New Hope Elementary School in Chapel Hill, N.C. at 2 p.m. to an audience of roughly 20 kindergarteners and Mrs. Jones.]

Hello, everybody! [Wait for kids to greet you.] My name is Mark and I am from a company called Facebook. Have you guys heard of Facebook? [Raise your hand to invite the children to participate by raising their hands.] Awesome, well that makes me very proud. I work with social networks every single day to make sure that everyone in the world can share things with their families and friends. We use something called the Cloud to store all the information and pictures.

Raise your hand if you or your parent has a phone. [Wait for hands to raise.] Awesome, well my company has apps on those phones so that we can talk with one another. You can access the Cloud from any device like your phone or your mom’s iPad. The Cloud works so well because you can see all the pictures from basically anywhere. All those pictures can be seen even if there’s a hurricane or the power is out. Pretty cool, right? And the best part about the Cloud is it’s very secure. No matter what you or your parent puts on the Cloud, you know that no one is going to steal it from you because they can’t beat us at my company.

[Point at the kids and look around the classroom.] The next time that you ask to play on your parent’s phone, make sure that they are using the Cloud to store all that information. If they aren’t, a bad guy could you easily steal everything that they want to share. But the Cloud is different because you and your parent know that all of your information is safe. Just like a vault.

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Final Version updated Nov. 14, 2019

KIDS SPEECH – Page 2 of 2

No bad guys can get in there. Okay? Thanks for letting me come talk with you all. I hope that you all have a safe and wonderful day. Goodbye! [Wave goodbye to the children and Mrs. Jones.]

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Final Version updated Nov. 14, 2019

Bradley Barefoot, Student 502A W. Cameron Ave. Chapel Hill, N.C., 27516 October 29, 2019

The Daily Tar Heel 109 E. Franklin St. Chapel Hill, N.C. 27514 Dear Editor: The battle of redrawing district lines persists throughout North Carolina, as many politicians and activists release public statements to either support or condemn the new maps. Some of these politicians were featured in your Oct. 28, 2019, article titled, “Discussion continues on state district lines” by reporter Ben Humphries.

Though some conservatives including former Republican state senator Dan Bishop think that the state courts are too left-leaning with “activist stances”, these courts were able to recognize the racial gerrymandering conducted by Republicans about a decade ago. These immoral actions worked to benefit Republicans after they had gained control of a few state governments, discrediting the African-American vote which usually tends to be more left-leaning.

In North Carolina, Republicans redrew the maps to ensure their majority in both General Assembly chambers. “GOP state House candidates won a minority (48.8%) of the two-party statewide vote, but still won 65 of 120 seats (54%),” according to a Vox article (Millhiser, 2019).

Many political activists have campaigned to end partisan gerrymandering in this country, as it still exists in many states across the nation. Local activists in North Carolina need to stand up to their conservative representatives and support the state court decisions to overturn the corruption created by the Republican Party when Obama was the residing president.

The 2020 election will be the first in almost an entire decade where the Democratic Party will have a chance to take majority in the state legislature of North Carolina, thanks to the work of the state courts. Take up the work of these activists to ensure that Republicans do not unconstitutionally represent the great state of North Carolina any longer.

Sincerely, Bradley Barefoot Senior Journalism & Media and Music, UNC-Chapel Hill (910) 465-8509

Bradley Barefoot Bevel PR Group (910) 465-8509, bgrimesb@live.unc.edu

NEWS RELEASE FOR IMMEDIATE RELEASE – 08/20/19

SAVE THE MASCOTS URGES UNC-CHAPEL HILL TO CHANGE TAR HEEL MASCOT

CHAPEL HILL, N.C. – Animal advocacy group Save the Mascots persuaded UNCChapel Hill to change its mascot from the iconic Rameses to a pterodactyl on Tuesday, August 20. The proposed change by Save the Mascots hopes to rebrand the university after the last few years of negative press, stemming from the controversial Silent Sam confederate memorial being left on campus.

Jillian Hawser, the founder of the group, urged people to join their campaigns to have the mascot changed, saying: “We all need to demand the change of the university’s mascot. The negative press that their Board of Governors caused has brought detrimental change to the perception of our state of North Carolina.”

Hawser hopes this change will protect the ram from persecution by fur hunters by shifting their focus to an extinct animal. As the spokesperson for Save the Mascots, Hawser believes it is her duty to protect the ram from further prosecution by hunting university associates.

Fixation on the pterodactyl, a now eliminated species from the the Jurassic period, does not pose threats to animal safety that occur with living species. Many people recognize pterodactyls from their winged appearance, as flying provided a notable differentiation from other dinosaur species.

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Save the Mascots dedicates their organization to guarding the dignity and safety of mascots everywhere. Jillian Hawser founded the group in 2008 in the name of advocacy for the rights of animals, which do not have the ability to communicate about the threats to their life.

Save the Mascots operates in its headquarters in Chapel Hill, North Carolina close to the university campus. If additional information is desired, please visit their website at www.savethemascots.org.

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Bradley Barefoot Bevel PR Group (910) 465-8509, bgrimesb@live.unc.edu

NEWS RELEASE FOR IMMEDIATE RELEASE – 08/22/19

ARUGULA GROWERS OF AMERICA WORKS WITH RACHAEL RAY IN NEW CONTEST

TEMPE, Ariz. – Arugula Growers of America announced its new online campaign “Arugula? I Hardly Know Her” on Thursday, Aug. 22, encouraging young couples to post their favorite date night recipes featuring arugula on social media for a chance to win a meal cooked by celebrity chef Rachael Ray. The contest provides the winner with round-trip airfare and hotel accommodations to New York City, where the couple will eat their prize meal live on a taping of “The Rachael Ray Show”.

AGA represents arugula farmers across the nation and spent the last three decades supporting healthy eating initiatives through the promotion of its nutritious crop. Arugula is a leafy green vegetable that contains high amounts of nitrate, comparing greatly with broccoli and kale. Many people consider arugula to be a type of lettuce.

Jaime Perdue, the founder of AGA, hopes the contest will encourage more young people to eat healthy. “Hopefully the contest will encourage people to spend a little bit more money on healthier foods so they don’t just eat cookies and other sweets all day,” Perdue said. “The extra expense will be worth it in the end.”

The E. coli outbreak occurring in many strains of romaine lettuce that began in November 2018, drew many Americans to arugula as a replacement in their healthy dishes.

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Farmers of the beloved vegetable reportedly saw interesting recipes featuring their harvest on social media from young culinarians after this health issue. AGA encourages participants to create new ideas for this contest through inventive, tasty recipes with arugula as an ingredient in their social media entries.

AGA asks for social media entries to include the hashtag #ArugulaIHardlyKnowHer on the post to be considered for the prize. The winner of the coveted meal prepared by Rachael Ray will be announced on Aug. 30 on AGA’s social media pages.

Since its 1988 founding by Jaime Perdue, AGA has worked on behalf of arugula farmers to ensure produce sales and forward healthy eating habits for Americans. AGA currently operates out of its headquarters in Tempe at 3208 Salinas Ave. If interested in learning more about the nutritional initiatives promoted by AGA, visit its website at www.ArugulaGrowers.org or call its office at 480-359-2188.

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Bradley Barefoot Bevel PR 910-465-8509 / ​bgrimesb@live.unc.edu PHOTO CAPTION FOR IMMEDIATE RELEASE -- 10/03/2019 Thunderstorms ravage Miami coast MIAMI – Massive thunderstorms fiercely meet the city of Miami Wednesday, Oct. 2 from 7 p.m. to 11 p.m. More storms with excessive lightning and damage potential continue to wreck Southern coastal cities as climate change spirals out of control. [Photo Credit: Google Images] ###

PHOTO CAPTION FOR IMMEDIATE RELEASE -- 10/03/2019 North Carolina Zoo animals become friends ASHEBORO, N.C. – A baby hippopotamus and an adult tortoise lounge in the sun in their shared enclosure at the North Carolina Zoo in Asheboro, N.C. After the hippopotamus lost its mother in 2018, the tortoise often cuddles with the young animal, as evident from this Tuesday, Oct. 1 image. [Photo Credit: Google Images]

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OCT. 3 PHOTO CAPTIONS -- Page 2 of 4 FOR IMMEDIATE RELEASE -- 10/03/2019 Favorite characters promote ​The Smurfs 3 LOS ANGELES – Fan favorites from ​The Smurfs​ movie series pose Tuesday, Oct. 1 for a photoshoot in Los Angeles to promote the series’ new film. ​The Smurfs 3​ premieres at the Los Angeles Cartoon Festival on Nov. 11. Pictured from left: Papa Smurf, Dreamy Smurf, and Smurfette. [Photo Credit: Google Images]

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PHOTO CAPTION FOR IMMEDIATE RELEASE -- 10/03/2019 Jenner lawyers prepare for upcoming trial BEVERLY HILLS, Calif. – Lawyers representing Kylie Jenner huddle before her Wednesday, Oct. 2 hearing at the Beverly Hills courthouse following the advertising scandal of Kylie Cosmetics last month. The scandal, emerging from the brand’s Sept. 12 fall line promotional release, adds another controversy to the Kylie Jenner name. [Photo Credit: Google Images]

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OCT. 3 PHOTO CAPTIONS -- Page 3 of 4 Independence Day fireworks lit over national monuments WASHINGTON – Fireworks soar over the Capitol Building and the Washington Monument in Washington, District of Columbia on July 4 in celebration of Independence Day. Celebrators were allowed special access to light the fireworks over the renowned area. [Photo Credit: Google Images]

### PHOTO CAPTION FOR IMMEDIATE RELEASE -- 10/03/2019 Titans become 2019 softball state champions KNOXVILLE, Tenn. – The Titans girls’ softball team named the 2019 middle school softball state champions after defeating the Richmond-based Seabirds team on Wednesday, Oct. 2. The young team claim this win after being named the county champions in August. [Photo Credit: Google Images]

### PHOTO CAPTION FOR IMMEDIATE RELEASE -- 10/03/2019 Best Buy launches new self-help robot

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OCT. 3 PHOTO CAPTIONS -- Page 4 of 4 BEVERLY HILLS, Calif. – Best Buy launches its new self-help robot on Thursday, Oct. 3 in all United States stores. The new device is able to clean floors, counters and other surfaces when prompted by human command. [Photo Credit: Google Images]

### PHOTO CAPTION ORIGINALLY RELEASED -- 03/03/2009 Jeremy Lin donates $10 million back to Harvard BEVERLY HILLS, Calif. – After graduating from Harvard University in 2010, Harvard basketball alumnus Jeremy Lin pledges to donate $10 million to his alma mater’s athletic program on Thursday, Oct. 3. An anonymous Harvard spokesperson said that the donation will help keep less-attended sports alive at the school. Lin still plays basketball in China. [Photo Credit: Google Images]

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To: bcain@newsobserver.com

Subject: Puppy Adoption

October 1, 2019 Brooke Cain TV and Media Reporter The News & Observer Dear Brooke: There is a possibility that every abandoned dog at the Orange County Animal Shelter will be adopted this month.

The shelter in Orange County works year-round to ensure the animals left in its care find good homes with loving families. Unfortunately, the shelter is never empty but October could see homes for each dog and puppy who was taken there.

I read your absolutely heartfelt piece in The News & Observer about the two adopted dogs who had a wedding after surviving the hurricane, cancer and amputation. I thought you just might want to hear about a few more lost dogs getting forever homes. With the monthly distinction and those cute photos of pets in Halloween costumes right around the corner, I thought your readers may want to know some information about an upcoming event.

The Orange County Animal Shelter is having an adoption fair on Saturday, October 12 at 10 a.m.

The shelter will be discounting all adoption fees for the public by 50 percent in honor of October being National Adopt a Shelter Dog Month! Dog-lovers can come meet all of the shelter’s available pets and find one to bring into your family at a discounted rate.

The shelter hopes to find homes for all of the available dogs at the event so Cooper Hatch, program coordinator for the shelter, is willing to interview about the event this week. Access and media coverage of the animals inside the shelter will also be available pending a response. We hope you’re also as interested in seeing these sweet animals make it out of the shelter.

I will be in touch this week but for any questions you may have, please don’t hesitate to call.

Sincerely, Bradley Barefoot Media Director