Assignment 2 Cynthia Schroeder PR Writing, Mon. 1 p.m.
Associated Press 450 W. 33rd St. New York, NY 10001 (212) 621-1500 NEWS RELEASE Contact: Paul Colford, director of media relations (212) 621-7440 pcolford@ap.org
FOR IMMEDIATE RELEASE
May 27, 2015 “JOURNALISTS’ BIBLE” OFFERS 300 NEW ENTRIES TO LATEST EDITION NEW YORK — For journalists, public relations professionals and communications students, there is only one universal language – AP style. Often regarded as the “journalists’ bible,” the Associated Press Stylebook, which now features an 85page index for the first-time ever, is the quintessential guide to writing and editing journalistic pieces. Since it was first published in 1953 as a 60-page booklet, the 2015 AP Stylebook has now expanded to over 600 pages. The 2015 edition includes over 300 new additions to assist users in a world where language is constantly evolving. These additions include: new guidance is given on covering suicide in news reports, global warming can be used interchangeably with climate change, Affordable Care Act and even new fashion terms like Manolo Blahnik and Alexander Wang. David Minthorn, an editor of the 2015 AP Stylebook, says Stylebook editors constantly seek to keep the book current, accurate and reflective of society today to assist novice and experienced writers alike. (more)
AP Stylebook newest features — page 2 “The Stylebook is a comprehensive guide to journalistic writing and a wealth of information for novice and experienced writers,” Minthorn said. “Users of the stylebook can find answers to a myriad of questions ranging from grammar, punctuation to historical fact.” The Stylebook includes in-depth sections on libel law, business writing, sports, crime and firearms – all topics that any good reporter should have a grasp of. Communications student Breanna Sanchez has used these sections in a majority of her classes at the Annenberg School for Communication and Journalism at the University of Southern California. “Even though I have the AP style basics memorized, I still learn new things every time I crack it open,” Sanchez, a 20-year-old resident of Boyle Heights, Calif. Said. “Did you know there’s a difference between a burglary and a robbery? Since I want to be a crime reporter, these are crucial things to know and I always find the answers in the AP Stylebook.” Users no longer have to carry around a tangible copy of the Stylebook with them with the addition of AP Stylebook Online, an online service that can be accessed from most mobile devices.
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AP Stylebook newest features – Page 3 “Journalism is in the middle of a technological revolution and it is our job to evolve with the times,” said Minthorn. “AP Stylebook Online includes most Stylebook listings and even an ‘Ask the Editor’ feature for additional clarification, all from the convenience of your mobile device.” For more information on the AP Stylebook, including AP Stylebook Online, visit the AP’s site at www.ap.org. Please contact Paul Colford, the director of media relations for the Associated Press, with any questions. He can be reached by phone at (212) 6217440 or by email at pcolford@ap.org.
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Assignment 2 Cynthia Schroder PR Writing, Mon. 1 p.m. COMMUNICATIONS PLAN 1. Problem Statement: Create awareness of the 2015 AP Stylebook and increase sales. 2.
Pertinent Research: A. Client: In order to drive sales, Associated Press wants to increase awareness of the new 2015 AP Stylebook. B. Message/subject: Primary research will be done to conduct general research on the audience’s usage of the stylebook. Secondary research will be done to uncover the newest features in the 2016 Stylebook. C. Publics: 1) First-time college students majoring in communications who are not yet familiar with the Stylebook. 2) Continuing students who may be aware of the Stylebook but not fully aware of its value. 3) Journalists at local and major papers, who are looking to stay up to date with the latest AP style rules. 4) Public relations agencies who frequently write news releases and other materials and are interested in complying with current social attitudes and language. 5) Businesses or individuals (entrepreneurs) who have a strong online presence and want to present information in a more credible way. D. Traditional News Media/Other Channels of Communication: 1) Campus magazines nationwide. For California State University Fullerton: College of Communications, Tusk Magazine. Robert Sage, advertising advisor. 627-2783355. Deadline: At least one month before publication date. 2) Poynter Institute editor Katie Hawkins-Garr khawkinsgarr@poynter.org. 888-8785151. The Poynter Institute is a global leader in journalism. It is the world’s leading instructor, innovator, convener and resource for anyone who aspires to engage and inform citizens in 21st Century democracies. 3) Press release. Send to newspaper establishments, local government agencies, businesses, bookstores and other publics at the beginning of the campaign. Post electronic version on AP website. 4) Brochure/Flyer. Contact bookstores and colleges to inquire about distributing brochures or flyers among students.
5) Social Media. Utilize accounts on Twitter, Facebook and MySpace. Post messages about the new edition. The AP Twitter account has over 20,000 followers, so it is a good way to update followers of the new edition. 6) Business workshops. Offer AP Stylebooks as giveaway prizes at local business workshops to increase awareness. 7) Posters. Send posters to college campuses and bookstores to be displayed. 8) College newspapers. Place small advertisement in paper, stating benefits and new features for the 2009 guide. Emphasize need and convenience. For California State University, Fullerton: Daily Titan Advertising. ads@dailytitan.com. 657-278-4411. Deadline: One week before publication. 3.
Objectives: 1) To get each college magazine to write a one- to two- column article about the new edition and it published in the magazine. Be sure to state benefits and features. Include information about the new iPhone app. 2) To get Business Week to publish a two-column article about the new edition. Include information about the new iPhone and iTouch application available for $28.99. State product benefits and features. 3) To increase awareness and sales of the edition by sending a printed press release to colleges, high school English teachers, college professors of Communications, Public Relations agencies, local government agencies, businesses and bookstores by October 21, 2009. Post electronic version on AP website by October 21, 2009. Send to papers so that the journalists may write a story about it. 4) To print 50,000 brochures and send it to bookstores and colleges for distribution. Increase student purchases of the AP Stylebook in bookstores by 20% over the 2008 edition. Display by October 25, 2009. 5) Increase traffic on AP pages on social networking website. Mention new edition to increase traffic to AP site by 15%. 6) To increase awareness among the business community of the stylebook. 7) To print 20,000 posters and send them to colleges and bookstores by October 25, 2009. 8) To increase awareness and sales at college campuses by advertising in college papers. Drive students to the college bookstore to purchase new edition, or to website to purchase new AP Stylebook application. 4. Key Message Statement: The AP Stylebook, commonly referred to as “the journalist’s bible,” is a comprehensive guide for journalistic style writing for writers, students and businessmen. Each year the Stylebook is revised to reflect modern society’s ever-evolving language. It serves as a combination of a dictionary, encyclopedia and textbook for those that use it. 5.
Method of Evaluation:
1) Measure news clips in each college newspaper. Measure length of article, placement and content. What was the message in each piece? 2) Measure news clips in Business Week articles. Measure length of article, placement and content. What was the message in each piece? 3) Measure sales in nearby bookstores and campus bookstores. Did sales increase? Conduct an awareness survey of a sample of students from a nearby college. Measure awareness and reasons for purchasing or not purchasing the guide. 4) Measure sales in nearby bookstores and campus bookstores. Did sales increase? Conduct an awareness survey of a sample of students from a nearby college. Measure awareness and reasons for purchasing or not purchasing the guide. Collect unused brochures to estimate how many were taken, to gauge total impressions. 5) Utilize insight tools on social networking sites to monitor traffic. Measure total number of web hits on AP’s website to see if it increased and measure online purchases through the site. 6) Conduct a survey among a sample of the business community to gauge awareness and whether or not it was effective in promoting the product. 7) Contact representatives to see where the posters were displayed, and how many people pass by that area each day. 8) Measure sales in nearby bookstores and campus bookstores. Did sales increase? Conduct an awareness survey of a sample of students from a nearby college. Measure awareness and reasons for purchasing or not purchasing the guide.