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PRSSA student Internship Panel provides insight to curious members By Monica Couvillion

Inside this issue: Page 2 New accounts for North Road Communications, PRSSA VP returns from abroad Page 4 Professionals give advice on how to get internships Page 6 A look at JC Penny and other companies’ reactions to crises Page 8 Justine Sacco’s tweet provides a PR lesson Page 10 News on CVS and the latest Aerie campaign Page 12 A peek into Fashionology’s newest initiatives

On Wednesday, Feb. 12, Marist PRSSA Chapter members came together to hear from their peers at an internship panel. Four brave club members offered up their expertise in different fields after interning with impressive companies and gaining uncontested experience. Sophomore Maria Gironas, who has miraculously taken on nine internships since her high school days, primarily talked about her experiences interning with FeelingAnxious PR, a boutique PR firm that primarily represents unsigned musicians and is run by Marist Professor Arien Rozelle. Kerianne Baylor, a senior, studied abroad in Madrid, Spain and interned with the fun, young company Living Hostels, representing a chain of European hostels while being completely immersed in Spanish culture and language. Senior Jen Laski interned with Discovery Communications, the company responsible for the Discovery Channel and the Travel Channel, among numerous others, and worked on TLC‟s Say Yes to the Dress account. Junior Katie Pecorelli participated in the Marist in Manhattan program and interned with 5W Communications in the healthcare department. President Erica Conover and Vice-President McKensie Saldo took turns asking the four panelists questions about their individual internships including what they learned, what took place day to day,

Internship panel members eagerly await audience questions. Source: Marguerite Pinheiro

and any advice they had for prospective interns. All of the panelists had thoughtful, overwhelmingly positive comments about their learning experiences and the cultures of the companies. Listeners were able to get a glimpse into the lives of interns and saw how the intern positions were extremely beneficial to their overall careers.

PRSSA members in attendance heard honest accounts of intern experiences from their peers. All four volunteer panelists thoroughly explained what they liked about their companies, what they disliked and what they learned while interacting with the audience and making all members wellinformed.

When asked if they had any lingering regrets since finishing their internships, three out of the four panelists agreed that they could have been more outgoing. Members learned that apprehension in the workplace is a common trend for interns. Jen Laski explained that even though working with such a large company seemed like a somewhat daunting task for an intern, there are always opportunities to give ideas and speak up. Most mentors and bosses are more than willing to listen to interns‟ suggestions. As much as you may think you are speaking up, speak up even more!

It was refreshing to see four current Marist students be so enthusiastic about such positive environments. This helped attendees realize that successful companies like FeelingAnxious, Living Hostels, Discovery TV and 5W Communications have a deep appreciation for interns. While many prospective interns fear that their companies will only have them delivering coffee and stapling papers, Gironas, Baylor, Laski and Pecorelli all agreed that their internships were handson and truly educational, giving hope to all of the future interns in the audience that there are doors open everywhere.


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PRSSA Vice President gains international insight By McKensie Saldo

Record accounts for North Road Communications By Maria Gironas For the Spring of 2014, I am happy to announce that we currently have six accounts for North Road Communications, the most in the firmâ€&#x;s history. With the reorganization of the firm and addition of five new members, it has been an incredible semester for North Road so far. Our new accounts include the Beacon Independent Film Festival (BIFF) and Catapultian Foundation. With BIFF, we will be working to help promote NY indie films in neighboring Beacon, NY. Catapultian Foundation is working to become a non-profit crowd funder and we are currently doing research into their main publics to aid them in this process. With a total of 23 members, we are excited about the work we will continue to do with our amazing accounts.

This past semester I had the amazing opportunity to study abroad in Barcelona, Spain. Going to Spain has always been a dream of mine, and studying abroad was the chance I had to make it happen! Traveling to Europe taught me so much about myself and about the world around me. I learned priceless lessons that I can apply to my career, relationships and life in general. Going abroad was an essential experience to making me the person, and more specifically, the communicator, that I am today. I took one communications course while abroad, which really

helped me to understand the culture shock I was experiencing. I learned the importance of skipping judgments and trying to understand why people from different cultures acted differently than I was accustomed to. Sometimes things seemed strange to me, but upon looking deeper, I came to understand and appreciate the reasons behind these cultural differences. This new outlook on life that I acquired while traveling through Europe is one that I have taken with me and can apply to all sorts of situations. As an aspiring PR professional, I realize that I can use these lessons to better channel

my skills as a communicator. Rather than simply accepting what people do, itâ€&#x;s important to take a step back and understand why. This acts as a helpful resource to better understand what people like and what they respond to. I am happy that my cross-cultural experiences have allowed me to gain skills and insights necessary to become a successful PR professional. In the growing global market, there is no doubt that intercultural communication will be a necessary skill in the future and I am thankful to have learned these skills in such a hands-on way.

Email: maristcollegeprssa@gmail.com Twitter: @MaristPRSSA Facebook: www.facebook.com/maristcollegeprssa Blog: www.maristfoxesprssa.blogspot.com Pinterest: Marist PRSSA


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A Letter from the Chapter President Welcome back! I hope everyone is all settled in and enjoying the start of the spring semester. I personally can‟t believe how fast the fall semester flew by and that my days here at Marist are literally numbered. Over my past three years on the e-board, I‟ve learned that spring semester is always the busiest. Over winter break, our chapter distributed a mid-year membership survey as we do at the end of every fall semester. We received a lot of great feedback and are working on tailoring our events based on these member suggestions. Our first general meeting was highly successful with every seat in LT 133 filled and then some. In order to create increased interaction during meetings, we added a trivia segment with questions regarding current events. Members were able to understand how important it is to keep up with the news in the industry while having fun at the same time.

Spring semester presents many opportunities for members, including the chance to run for an executive board position. Being on the e-board has opened up a lot of doors for me, giving me hands-on experience and helping me with many internship opportunities. I‟ve had the chance to interact with several PR professionals and other PRSSA students on a national level. Our second general meeting will be focused on discussing the opportunities and different positions, so please think about running!

By Ashley Hellberg Even though Marist is covered in snow, our PRSSA chapter is heating up! We got right back into the swing of things with our first general meeting on January 29th. We had lots of new members who came to learn what PRSSA is all about. We also spiced things up by holding a trivia contest on current events, so members could learn how important it is to keep up with the new and industry trends.

In the meantime, I‟ll just be sitting around waiting for the snow to melt and Marist beach to begin. Good luck with midterms and I look forward to seeing you all at our upcoming events!

Our next event was our Internship Panel on February 12th. Kerianne Baylor from the American Cancer Society, Maria Gironas from Feeling Anxious PR, Jennifer Laski from Discovery Communications, and Katie Peccorreli from 5W PR were the four members on the student panel. It was a great night of reminiscing old internship experiences and was full of great tips for our members trying to land their first internship.

All my best,

Later in March, our chapter is hosting guest speaker Michael O‟Brien, one of our professional advisors, a Marist alum and Partner at Ketchum. As for workshops, our Faculty Advisor Jennie Donohue is conducting a hands-on workshop in April to help members learn to mix and mingle and create meaningful small talk that can lead to lasting professional connections.

Erica Conover Class of 2014

Last, but not least, we have our agency tour scheduled for April. We will be traveling into New York City and having an informational session with two public relations firms. It is going to be a great experience, so make sure you sign up!

Join the E-Board and run for a position! Photo courtesy of Marist PRSSA Twitter

Our chapter has many different opportunities so be sure to get as involved as possible to make the most of PRSSA!


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By Tatiana Miranda

Puber’s Top y w ’D O t t “If you know the companies you cess bu heck ou o r C p . y y r t d s e u l e il d p want to work for when you s w in u e is not a r off yo bout th e ip a t h t g s e n b in graduate, seek out internships r n e e r g an int there th time lea t in d u d o n in e “ F is there, as many p . t “S s. on wha process ns Firm lf r ic e io o t t s m r c a la u e companies utilize internships to n e ir y yo lic R gram D e and d ducate o s r e r P e u iv o ip y d h re identify future hires.” terns a very the mo ation In be. It’s ic n u m Com Ellyn Enisman, Adjunct Professor cNulty, Gerry M “Speak with st udents who ha ve already com your field and pleted internsh get contact in formation. Be ips in campus caree proactive! Atte r events and u nd ontilize Career S for opportunit ervices’ tools. ies online but Then look be specific in your search w it h utable job site reps.” Stephen Cole, Executive Dire ctor of Career Services “Once you find a place you can see youri in self working (culture is a fit, website repand research the alumn “Students should network resents the brand/firm well, etc.) then alse i Network. Some of the the Marist College Alumn start your outreach. Even if there is NOT a arily ships that are not necess posting it does not hurt to connect.” ums may know of intern public and some of these advertised to the general LoriBeth Grennan, Professional Lecturer full-time employment.” opportunities can lead to te Director of Desmond Murray, Associa Field Experience

Internsushi offers digital personality to employers By Julianna Sheridan

employment process.”

A new website is coming to the forefront as the new and innovative way to apply for internships. Internsushi.com is redefining the online resume and networking platform. With the slogan “be picky,” the site allows users to create profiles with a little more creativity than its rival, LinkedIn. According to its website, Internsushi has made it its mission to “utilize visual imagery to transform the paper resume into a tool that injects transparency into the

The unique part of Internsushi is that companies and users alike make profiles that are interactive, creative and embrace the multimedia world that has taken over the job market. The website “encourages interns to be picky about where they intern and companies about who they hire.” From inserting videos and photos to a profile page, to creating a timeline of employment history, Internsushi has made a point of giving users the opportunity to

create profiles that express users‟ interests and experiences with as much creativity as possible. Even the application process is unique, allowing users to search and apply for internships through the site by submitting their profiles to the companies. Most companies ask for a “why me” or a video statement that outlines why the user should be chosen for the position. It is all about putting as much of your personality into the application pro-

cess as possible while finding a perfect-match internship. Internsushi ushers in a new era of self-promotion that should be on the radar for all college-age students looking for their next internship position. Check out the site for yourself at www.internsushi.com.

Source: internsushi.com


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TRUE LIFE: PRSSA INT ER NS M A R I S T I N M A N H AT TA N : 5 W P R By Katelyn Pecorelli In the public relations industry, Manhattan is the place to be! I was lucky enough to be one of the students selected to participant in the amazing program, Marist in Manhattan. Through this program I not only got to live in Manhattan, but I also got the chance to intern three days a week for one of the fastest-growing PR firms in the city, 5W Public Relations. As a member of the Health team, my main assignment was to do most of the media lists for the clients who we were pitching to the magazines. At 5W I used the database Cision to get contact information for media outlets that fit our clients‟ desired consumers and then sent the editors products or pitches so they would write about our clients and get the word out. Although I did enjoy send outs, I would have to say that the absolute best part about interning at 5W Public Relations was helping plan and host the events. The first week that I started there I was thrown right into planning an event for Cure Diva, a website for women with breast cancer. This event was held at the Bryant Park Hotel. I was in charge of loading all of the flash drives with the press kits and creating goodie bags. Another one of my responsibilities was checking lists at the door and making sure we had contact with all the media in attendance so we could follow up with them. Once the event was over, I color-coded the list and helped the team get in touch with everyone so we could spread the word about the successful event. This event was held in midtown at a high-end boutique hair salon. The beauty team at 5W invited all of the magazine beauty editors to come and get their hair and nails done.

Katelyn poses with Jenny McCarthy Source: Katelyn Pecorelli

Cold-Eeze was another client that I helped run an event for during my time interning. This event was to help collect food for the less-fortunate in New York City. Cold-Eeze helped to sponsor it and Jenny McCarthy was there to help promote it. It was amazing to see how much work goes into not only hosting the event but the before and after as well. To put on an event everything must be planned out to the tee with all contingency plans set in place. A final takeaway from my experience in events was that events get old fast; if they are not in the news the next day it will be too late and no one will want to hear about them.

WINTER BREAK: PLASTER PR By Aaryn Vaughn This past winter break, I received an offer to experience a day of work at Plaster in Bristol, UK. Plaster is an independently run PR and marketing agency committed to working with long term clients in the UK and the world. With a team of nine PR professionals and one graphic designer, Plaster effectively accomplishes goals and objectives for a range of clients including Panasonic electronics, the National History Museum in London and many more. Every campaign, event, press release or tweet Plaster does is innovative and forward thinking. The staff must be fast thinkers and problem solvers. As I quickly learned when I got there, Plaster is not an agency where you can sit back and observe. Kellie Hasbury, the director of Plaster PR, put me to work right away at my own desk and computer. Hasbury told me they had a client whose hospitality event, Eat Drink Bristol Fashion, was fast approaching, and they needed a press release written ASAP. Nine hours later, I‟d written the press release for Eat Drink Bristol Fashion and blogged about Valentine‟s day comparing two different pieces of „his & hers‟ art for Upfest Urban Art Gallery. From 9:30 a.m. to 6:30 p.m., I put in a full day‟s work and completed four different projects for four distinct clients. Plaster tends to hire young, driven professionals. However, like other companies in the UK, it is not always necessary to have a degree but work experience and expertise in subject areas are taken into account. Both Hasbury and her colleague, Emily Burrows, worked their way up from the bottom level positions in the agency to managing director and account executive. While both believe that an education in PR is important to understand the theory behind the industry, both admit that they have learned the most from working directly with the firm. The quality of education I received that day from them and the staff at Plaster was irreplaceable. Not only was I trusted to complete types of projects I had never done before and work for clients I knew nothing about, but was I was welcomed and given the chance to prove myself. Source: weareplaster.com

In those 24 hours at Plaster, I learned more than how to write a press release, a blog or some catchy tweets. I learned the importance of making industry connections and working with people you are passionate. That evening, sitting at the pub with Hansbury, Burrows and the various local clients who strolled in, I realized that I had made the right choice in choosing to study PR.


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PR CRISIS HOTLINE BIEBER’S BLUNDERS By Sarah Gelbard

#TWEETINGWITHMITTENS By Caroline Tierney Sunday‟s big game on Feb. 2 may have been a bore, but advertisements and social media accounts held the viewers‟ attention. J.C. Penney Co‟s Twitter account generated media buzz quickly when it posted what seemed to be a series of “drunk” tweets. At 7:32 p.m., the account tweeted, “Toughdown Seadawks!! Is sSeattle going toa runaway wit h this?? (@jcpenney)” Source: Twitter Apparently, the seemingly drunk tweets were crafted intentionally for J.C. Penney Co‟s campaign selling „Go USA‟ mittens. J.C. Penney Co‟s reps explained that the tweets were meant to stand out from the rest of the buzz and hopefully catch the public‟s attention. Although the tweets definitely gained the attention of millions, was it a smart branding strategy, or a crisis well-managed for J.C. Penney Co?

Source: Creative Commons

Justin Bieber was pulled over on Jan. 23 at 4:13 a.m. in Miami Beach, Calif. because of a speed racing incident. Bieber was charged with drunken driving, resisting arrest and driving without a valid license. Now a petition is being circulated to revoke Justin‟s Green Card and deport him back to Canada. So far the petition has more than 236,000 signatures, which means that it will be brought to President Obama‟s attention. As of right now, there is no say of what Obama will do with this petition. As for the people, the question is, where do we draw the line regarding deportation? In the past, DUIs and resisting arrests never led to deportation, so why the sudden change?

Despite the company‟s logical explanation and convincing poker face, millions of viewers are calling their bluff. If the company intended to grab tweeters with the “#TweetingWithMittens” strategy, then maybe the idea and execution of the branding should have been reviewed more thoroughly. On the other hand, if J.C. Penney Co‟s Twitter account manager was a bit intoxicated, it should have been handed over to a more sober employee.

R O YA L C A R R I B E A N S I N K S A G A I N By Allie Zoll Royal Caribbean International‟s Explorer of the Seas added to recent cruise calamities as it departed from a Bayonne port in New Jersey on January 21, 2014. The ship was forced to return two days early due to a highly contagious norovirus. According to NBC, the GII.4 Sydney strain norovirus infected 634 out of 3,071 passengers and 55 out of 1,116 total crew members. A spokeswoman for the Centers for Disease Control and Prevention explained that this particular strain that infected passengers was detected in 2012 and is known to rapidly infect both cruise ship and land communities. Royal Caribbean knew it would have to strategically manage the media, particularly after last year‟s catastrophe when Royal Caribbean‟s Grandeur of the Seas caught fire. The cause is still under investigation. Not only did the last issue escalate into a major PR crisis for Royal Caribbean, but it also highlighted all of the risks associated with cruise vacations. According to ABC, Royal Caribbean issued all of its guests a 50 percent refund off their cruise expenses, as well as a 50 percent Source: Creative Commons credit towards a future cruise. They also made the decision to reimburse passengers requiring a change in travel plans for their airline change fees and hotels fees. The company went on to explain that the ship was completely sanitized, as scheduled, and left quarantined for 24 hours to ensure a safe environment for its future crew and passengers. It is undeniable that Royal Caribbean was prepared for the media in but it is still unknown whether its reputation will remain a strong brand name in the cruise industry.


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TO U G H T I M E S F O R TA R G E T By Aaryn Vaughn Forbes Magazine described the Dec. 19 Target credit card fraud as a “cyber criminal‟s dream.” Just in time for the holiday season, Target, the nation‟s second largest discount store, announced a security breach in data. Angry shoppers took to Target‟s Facebook page and left complaints and threats to never purchase from Target again; a nightmare for Target‟s public relations team, as over 40 million customers were affected. During the second largest credit card breach in U.S. history, customers shopping at Target from Nov. 27 to Dec. 15 faced the threat of stolen data, including credit and debit card numbers and expiration dates. Target‟s U.S. and Canadian stores depend upon Target--branded cards, especially during the holiday season. According to The Washington Post, Target states that as of October, more than 20 percent of customers have Targetbranded cards and among the households that do, their spending has increased on average by 50 percent. AccordSource: Creative Commons ing to the Credit Union National Association, Target has cost credit unions as much as $30 million and Target stock has dropped more than two percent. However, the most detrimental effect on the company is the threat of the loss of loyal customers to all too eager competitors such as Wal-Mart.

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K N OX N I G H T M A R E By Kristen Lopes In the fall of 2007, Meredith Kercher and Amanda Knox traveled to Perugia, Italy to purse their linguistic degrees at the prestigious University for Foreigners of Perugia. On Nov. 2, 2007, Meredith Kercher was found dead at her apartment that she had shared with Knox. CNN revealed that the police report stated she was partially clothed Source: Creative Commons and her throat was cut. On Nov. 7, the authorities questioned Amanda Knox and thenboyfriend, Raffaele Sollecito. Perugia resident, Rudy Guede, was also detained for questioning due to a vaginal swab test showing his DNA. According to CNN, Guede admitted to having sexual relationships with Kercher the night of her murder but reported “another man killed her while he was in the bathroom”. On July 11, 2008, prosecutors officially charged Knox, Guede and Sollecito with the murder of Kercher. Guede asked for a separate trial and was alternatively sentenced to 16 years in prison. On Dec. 4, 2009, Knox and Sollecito were both charged for the killing of Kercher and were sentenced to 26 years in prison. They both appealed their sentencing and finally, after four years in prison, the jury overturned the case and ruled that Knox and Sollecito were innocent. With the past behind them, Knox and Sollecito were finally free to go home and continue on with their lives. However, in Sept. 2013, the Italian courts retested the murder trial. Both Knox and Sollecito maintained their innocence and decided to stay in the country in which they reside, for fear of going back to prison. On Jan. 30, 2014, they were both once again found guilty of the murder of Kercher. Knox was sentenced for 28 ½ years in prison; a sentence already expected to be appealed. Additionally, they were both not forced to leave their countries unless their country officials wanted to extradite them. This case is far from over and Amanda Knox will continue to fight for her innocence.

S U B W AY : E AT F R E S H N O M O R E By Jessica Schianodicola Known for their famous slogan, “Eat Fresh,” Subway has recently been targeted for serving what seems to be quite the contrary. Azodicarbonamide, an orange, odorless, powder, is one of the ingredients Subway bakes into their bread. Supposedly this chemical works as a bleaching agent to make the bread whiter, and as a dough strengthener to improve the bread‟s elasticity. Azodicarbonamide also acts as a foaming agent and is added to yoga mats and the rubber soles of shoes to create a buoyant, cushiony feel. Although azodicarbonamide is USDA and FDA-approved and used by several other food companies, such as McDonald‟s, Starbucks, and Kentucky Fried Chicken, people are pointing fingers at Subway because of the healthy, “fresh,” image they have become known for. Furthermore, it is speculated that exposure to azodicarbonamide could lead to asthma, skin irritation, respiratory problems, and even cancer. It is uncertain, however, if the amount of azodicarbonamide that is being added to food is significant enough to really cause these symptoms, since health issues have only become evident after high-level dosages. Regardless, appalled Subway followers took to the company‟s Facebook page to express their outrage. Subway quickly published a statement directly to their website. The company insisted azodicarbonamide was an approved and safe ingredient but explained how they were in the process of removing it from their recipe to improve their bread formula and uphold their commitment of providing quality products for customers. Subway concluded that this process should be completed “within the coming weeks.”

Source: Creative Commons


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CRISIS CONTINUED

COCA-COLA CONFLICT By Ashly Kim

C H E E R I O S C O N T R OV E R S Y By Micaela Sanger

During the big game, Cheerios ran a commercial that presented an interracial family. The ad included a white female, AfricanAmerican male and their daughter. The goal of the commercial was to sell its product to millions across the nation, while also pulling at the heartstrings of American families. Cheerios showed the new concept of a “modern” and diverse family, hoping to attract a broader and larger audience.

Source: Creative Commons

As soon as the commercial aired, it became one of the most famous and controversial ads of the game. Gracie, the biracial daughter, appeared in a similar Cheerios ad this past May. A flood of viewers became outrageously fixated on the interracial aspect, responding with offensive, prejudiced comments on the company‟s YouTube page, calling it “disgusting propaganda.” Cheerios disabled the comments section on the clip as the inappropriate backlash escalated. This new commercial, however, features the same family. The father uses Cheerios to explain to Gracie that she is getting a baby brother. This time, the ad has sparked overwhelmingly positive remarks by indirectly addressing the controversy in the previous ad. In the end, the controversy turned out to be positive for the brand. The advertisement attracted nearly five million viewers on YouTube alone and although there were negative comments and racist responses, they were largely outnumbered by Cheerios‟ supporters. Millions of people admire the brand for celebrating diversity in America and the world. A website titled “We Are the 15 Percent” was launched in response to the commercial. The site highlights hundreds of interracial families and their support for the newest Cheerios ad.

Coca-Cola aired a commercial during the big game that has attracted the attention of many. The commercial depicts the daily lives of diverse Americans as the song “America the Beautiful” is sung in foreign languages. This ad ignited an outbreak of criticism. According to U.S. News and World Report, critics were upset with the song being sung in languages besides English. People expressed their frustrations through Twitter with the hashtag, #BoycottCoke, combined with tweets that illustrated anger and disappointment for the commercial. Coca-Cola responded to the riot with the statement, "The overall message of inclusion communicated by the ad reflects some of CocaCola's most important values." The company also released behind-the-scenes videos of each young American girl who joyfully sings "America the Beautiful" in her native language. In these videos, the girls showcase their beliefs that America is a place where everyone can feel free to be theirselves. Shuchmitha, an American girl who sings in Hindi, says,"The message that we're sending through this video, it's so beautiful...we're all Americans and we can come together." Although there are some people who oppose the ad, there are also those who agree with Shuchmitha and support Coca-Cola's celebration for America's diversity. Their support can be seen on Twitter with the hashtag #AmericaIsBeautiful.

The Justine Sacco tweet heard around the world By Katherine Burek

Source: Creative Commons

Justine Sacco, a former PR executive for the media organi-

zation IAC, is facing criticism for a tweet she posted moments before she headed on a 12-hour flight to Africa for vacation. The tweet read, “Going to Africa. Hope I don‟t get AIDS. Just kidding. I‟m White!” Less than 500 people were following Sacco when the tweet was posted, but it instantly went viral and was retweeted 3,000 times and posted on sites such as Valleywag and Buzzfeed. Sacco didn‟t have Internet access on the

plane, but upon her landing in Africa she faced potential job termination and a firestorm of negative media. Since the story broke, Sacco issued an apology stating there are no excuses for her hateful statements. Though a native to South Africa and head of corporate communications for IAC, she did not consider her tweet directed toward her homeland as insensitive. IAC has since fired Sacco, and her Twitter account

has been deleted, but those are the least of her troubles. Sacco is a South African citizen and faces losing her U.S. work visa, previously provided by IAC, potentially forcing her to leave America. There have been many satire accounts spoofing Justine Sacco; many questioning how a PR representative did not understand how her words could cause so much harm and put her in the glare of the media spotlight.


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Super Bowl highlights: Power of social media By Jennifer St. Jeanos Although the Super Bowl XLVIII was not as exciting as some may have hoped, the social media scene was a great source of entertainment. Throughout the night Facebook, Instagram and Twitter were flooded with creative content for their followers to enjoy. The biggest football game of the year used to be known for companies paying for outrageously priced commercial slots but now businesses are changing their game plan by turning to social media instead. Why pay $4 million for a 30-second TV spot when you can constantly promote your brand on Twitter for a much lower cost? This modern tactic can help stretch advertising dollars and potentially push a brand into the social spotlight. Companies refer to this method as “real time marketing,” or when an event captivates a large percentage of consumers, according to SocialMediaToday.com.

Because the attention of the # S u p e r S m a c k audience is generally split be- #DiGiorNOYOUDIDNT.” By tweettween the live game and at- ing this humorous, clever statetempting to keep up with the ment, the Digiorno Pizza Twitter latest tweets, communication account gained an additional departments make sure to fill 95,000 followers that night. their newsrooms for the Super Bowl. It is the most important day of the year in the world of advertising, so companies must do everything available to keep up with this most reSource: Creative Commons cent trend. Overall, the 2014 Super Bowl was full of social media buzz. Hundreds of large, well-known corporations were using real time marketing on Twitter to gain their audience‟s attention. Several, in particular, stood out to the public. DiGiorno Pizza tweeted, “YO, THIS GAME IS LIKE A DIGIORNO PIZZA BECAUSE IT WAS DONE AFTER TWENTY MINUTES #Superbowl

Another highly talked about tweet of the night was from former Secretary of State Hillary Clinton. During the third quarter of the game, she tweeted, “It‟s so much more fun to watch FOX when it‟s someone else being blitzed & sacked! #Superbowl.” This tweet gained close to 60,000 re-tweets and 40,000 favorites.

over Twitter during the Super Bowl. The auto insurance company, Esurance, created a campaign that involved millions of people. Since Esurance saved $1.5 million dollars by buying the advertising spot on TV after the game rather than during it, the company promised that one lucky Twitter winner would receive that extra $1.5 million if he tweeted with the hashtag, #EsuranceSave30. A total of 5.4 million individuals used this hashtag, making it a successful way for Esurance to gain some extra attention in the social media world. Ultimately, communication is taking a drastic turn in our modern society. The Super Bowl used to be about the expensive commercials, whereas now it revolves around the social media throughout the game. Football fans are constantly checking their social media accounts, and businesses are focused on promoting their social media accounts, especially on a major day like Super Bowl Sunday.

However, one company took

Olympic Games prompt brands to advocate for gay rights By Molly Costello In 2013, Russia passed a law prohibiting “gay propaganda.” According to CBC World News, during the 2014 Olympics, corporate supporters of the U.S. Olympic Team - AT&T, Chobani and DeVry University openly spoke out against this Russian law. However, a Huffington Post article in January stated that many multinational corporations, such as CocaCola and McDonald‟s, remained neutral in their remarks pertaining to the law against the LGBT community.

It is evident that these games created a platform for activists and organizations to make political statements on the world stage. They appeared to hope to spark change by bringing attention to the Russian law that was put into place by President Vladimir Putin. For example, powerhouse companies such as Google paved the way with its bold moves. On the opening day of the Olympics, Google released a new doodle of Olympic athletics amidst a rainbow background along with a quote from the Olympic Charter that stated,

“The practice of sport is a human right.” The Human Rights Campaign was in support of Google‟s willingness to express that it does not agree with Russia‟s anti-gay law. On the other hand, some companies, which have invested millions of dollars into advertising and marketing rights, are playing it safe and taking a much different approach. Michael Mulvey, assistant professor of marketing at the University of Ottawa, was quoted in an Tarkeen International

News article on this very point. “Many consumers are very sensitive if companies become overly involved and they‟re very sensitive about potential corporate influence corrupting the Games.” After all, the goal of the Olympics is to honor talented athletes and create a spirit that embodies unity, fairness and love of sports. In order to maintain a positive reputation, some sponsors are cautious when getting involved in political or controversial issues dealing with the Games.


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CVS ceases cigarettes sales in an effort to promote wellness concern. The store makes $1.5 billion in tobacco sales a year and is expected to lose $2 billion in annual sales due to the decision, but the reasoning behind the choice is much more important than Source: Creative Commons money. According to Larry Merlo, On Feb. 5, CVS Caremark ceo of CVS Caremark, as statannounced that it will stop ed in a PBS article, this selling tobacco products in all company locations as of Oct. change was "the right thing to 1, 2014. As the second largest do for our customers and our national drug store chain, CVS company to help people on has 7,600 stores throughout their path to better health." He the country. The company also said that the sale of these plans to stop carrying ciga- tobacco products hurt the rettes, cigars and chewing store and its "long-term plan to tobacco, even though these become a central player in the products make up three per- U.S. health care system." CVS says that the change cent of its profit. CVS explained that the loss will allow the company to foin revenue is not its primary cus more on the health and wellness of its customers. Gov-

By Haylee Caravalho

ernment and public health officials, including President Obama, have praised the company‟s initiative. The White House released a statement stating that CVS Caremark "sets a powerful example" and that its decision will help further the administration‟s efforts in improving the health of the country. CVS is the first national pharmacy chain to make this major change toward a healthier environment. This significant step may strongly encourage CVS‟s competitors, such as Walgreens, Rite Aid Corp and Wal-Mart, to do so as well. Walgreens, the largest drug store chain in the nation with 8,200 locations, released a statement that the sale of tobacco has been an issue that it has considered for a while and that the company "will continue to evaluate the choice of products out customers want."

Although CVS has said that this change in store policy is to emphasize its focus and dedication to the health of its customers, many people wonder how other store items such as candy, soda and alcohol fit into this health-conscious change. Merlo has been quoted in a CNN article as stating that these items are all okay to consume in moderation and do not pose the same health risks as tobacco products. CVS will also "undertake a robust national smoking cessation program" to help customers who wish to quit smoking and promote the importance of eliminating tobacco products from other retailers. CVS will rid its stores of tobacco in the next eight months. It will be interesting to see whether the decision will have a positive impact on the organization and spark changes among other companies.

Aerie Real campaign puts a stop to Photoshop use els to sell its brand. In a news release from the comIn today‟s society, it is pany, Aerie stated that the hard not to see at least one ads are "challenging superad per day portraying a beautiful and seamlessly perfect model. This trend has set unrealistic ideals for the average person and it is impacting young girls and their self-esteem in a negative way. One company that is going against the status quo is Aerie, a sister brand of American Eagle Outfitters, that is mainly known for its lingerie. Source: Facebook/aerie Recently, Aerie released a new campaign titled “Aerie model standards by featuring Real” in which its ads stray un-retouched models in their from the usual standard of latest collection of bras, unusing touched up supermod- dies and apparel." By MaryKate Heaton

For many, Aerie Real may come as a surprise because the public rarely is shown a model that has not been touched up by a computer in some way. To others, however, Aerie‟s campaign is a breath of fresh air and something that‟s been a long time coming. The campaign is certainly out to make a statement and a very important one at that, specifically because of Aerie‟s target audience. According to the Huffington Post, “the brand, founded in 2006, is aimed at the 15-21 year old demographic, meaning young women in high school and college. And

it's widely held -- and proven by numerous studies and surveys -- that young women's sense of body confidence is so often influenced by the images of female beauty they see in media.” By exposing models for their natural beauty and not taking anything away from them, Aerie is hoping to show girls that they are beautiful in their own way and that they do not need Photoshop to prove that. It will be interesting to see the reactions that the Aerie Real campaign garners and what this will mean for models if other brands follow in Aerie‟s footsteps.


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Vine creates new platform for brands By Shileen Cruz We all know that with advancements in technology come advancements in how public relations professionals communicate. Facebook, Twitter and Instagram currently hold the throne as the easiest platforms for communication between a company and its publics. However, there is a potential successor whose popularity has been taking off since its release: Vine. Vine is a free application, owned by Twitter, which allows people to share six second video clips that loop. The videos can be shared on the app itself, as well as on Twitter and Facebook, making it accessible to a broader audience. Unlike Instagram, which debuted the videosharing feature in June of 2013—several months after Vine‟s takeoff—the Vine video clips do not include filters and do not exactly meet the 15-

second length comparison that Instagram created. However, it has still managed to stand its ground as a growingly valid and effective social media source. Much like Twitter, Vine incorporates the status of a “viner” on his or her profile page by including the green verification badge next to the person‟s name. This status, which according to Twitter‟s Help Center is given to “key individuals and brands,” has influenced many brands‟ marketing approach. A key example is ”viner” Brittany Furlan, whose vining journey began from boredom and an urge to be silly. Her videos generated a large following, both with “likes” and “revines.” This earned her a respectable five million followers and allowed her to be deemed a “vine celebrity” with actual endorsements with brands like Trident Gum and Wendy‟s. Trident Gum is one of many the brands that

has hopped on to the Vine marketing madness by including her and other viners in their quirky six-second clips. They use humor and the Vine community to play with Trident, giving the brand personality all while entertaining a greater public. It is that ability to instantly help shape a brand‟s character that builds Vine‟s credibility as a social media platform for public relations. The brevity, loop and ease of production challenge the brand‟s level of creativity. For example, Oreo has been right on the money with its vines by posting innovative ways to eat or dunk an Oreo in milk. It is when the personal use of Vine meets the commercial use that we are able to witness creative public relations.

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#SochiProblems set tone for 2014 Winter Games By Caroline Ferrari Even though the 2014 Olympics ended in February, the problems in Sochi that took social media by storm will continue to live on. One of the most talked about #Sochiproblems was the conditions of the hotels where the media representatives were staying. The buildings were unfinished and dangerous. Guests tolerated unreliable or no electricity, doors that lead to nowhere and electrical panels in the showers. To top it off, many of the bathrooms had no walls between the toilets and sinks and showers were producing a

yellow- or brown-colored water. Though it seemed like it could not get any worse, Russia expressed little remorse in handling the press complaints. When CNN reporter Henry Reekie tweeted at Dmitry Chernyshenko, the man responsible for the planning, execution and success of the Sochi Games, he offered no assistance nor did he seem to take the issues seriously. Reekie tweeted that “our media hotel is not ready Dmitry… 11 rooms booked five months ago, only one ready please help” and all Chernyshenko offered in return was that “to believe you need just to turn

back and look at the mountains ;)”. Not only was this an incredibly unhelpful response, but it was a confusing one as well. SochiProblems were most visual during the opening ceremony on Feb. 7. During a display involving five snowflakes transforming into the Olympic rings, the fifth Olympic ring failed to light up. This mishap would soon become a symbol for the rest of the games. Another #Sochiproblem making headlines was how officials were handling the stray dog population. Authorities killed hundreds of dogs in an attempt to clear the streets

before the opening ceremonies. The treatment of these animals outraged animal rights activists and undercut President Vladimir Putin‟s attempt at creating a welcoming Russia. Though this created a negative portrayal of Russia, it positively resulted in many attendees adopting the dogs in the hopes of saving them, including Olympic hockey player David Backes. Though the Olympics are typically remembered for athletes‟ performances and world unity, it seems as though the 2014 Winter Olympics in Sochi may be remembered for one thing in particular, #Sochiproblems.


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Fashionology caters to male interests By Julia Lista On Thursday, Feb. 20, the talented students of Marist‟s Fashion program reopened the Fashionology boutique. This semester, the students are looking to expand merchandise options. Their passion for fashion and knowledge gained through the fashion curriculum is taken to a new level by running all aspects of this business. In 2005, a professor in the fashion merchandising department created this program with hopes of submerging the students into the business end of the industry and it has proved to be very successful. The senior directors, Jillian Griffin, Madeline Waxler, Jen Nelison and Kristen Debelle, oversee all business strategies. Although the boutique is only open a few short weeks, the team is continuing with its goal to reach a new demographic, male consumers. Senior Director, Jillian Griffin, discussed new business strat-

egies. “This semester we are looking to add even more apparel and accessories for men and hoping to do a men‟s pop up shop in April,” she said. Along with creating a mass

A flyer advertising Fashionology Source: Marist Fashion Dept.

appeal for both men and women, Fashionology is creating an extraordinary opportunity for merchandising majors. This year at the Silver Needle fashion show, they will be presenting a freshman merchandising major with a schol-

arship. Marist students will also be pleased to see that, for the first time, Fashionology is partnering with the Marist brand to bring Marist logo apparel to the boutique. Consumers can keep up with all the latest Fashionology information and merchandise updates on social media. You can follow Fashionology on its Twitter account (@mc_fashionology), Instagram account (@mcfashionology) and even like its Facebook page. The students will also be starting an online blog featuring merchandise made by Marist students that will be sold at the boutique. This semester‟s fresh take on the boutique will certainly please any fashion savvy student. Don‟t miss out on the great products every Monday and Thursday in Donnelly!

THE CLASSROOM TEACHE S SOCIAL M E D I A F O R S P O RT S By Katelyn Pecorelli Did you know that Marist College has its own sports radio talk show? This show, called The Classroom, is hosted by Dr. Keith Strudler and Geoff Brault. They cover different topics currently happening in sports media in a lively, entertaining way. What‟s most interesting about this fairly new radio show is that the interns are the ones who run the social media for the broadcast. The Center for Sports Communication has an internship program which any Marist College sports communication student can join. Through this internship, students learn not only how to produce and perform the live radio show but also how to publicize it through social media. The Classroom live tweets throughout the show to help build listernership (see the show‟s Twitter handle, @ESPN_Classroom). There is also a student-run Facebook page, ESPN 1220 The Classroom, that is used to help promote the show throughout the week. The broadcast takes place every Saturday from 10 a.m. to 12 p.m. Many listen to this show, and Strudler has even been told that it is used in classrooms at other schools. The Classroom is a great example of how using social media can help to spread the word for everything, even a small college radio show!

Erica Conover Chapter President @vivalaerica McKensie Saldo Vice-President @McKensZs Ashley Hellberg Director of Chapter Programming Marguerite Pinheiro Director of Public Relations @marguerite_p Mary Kate Mulhauser Firm Director (Fall) @MaryK8te Maria Gironas Firm Director (Spring) @MariaGironas Kate Hardcastle Director of Finance @KHardcastle1 Jaclyn Hockenbury Director of Chapter Advancement @JCHBury Amanda Orzo Director of Member Services @orzopastaaa Jennie Donohue Faculty Adviser @JennieDonohue

Publication edited and published by Elizabeth Peper & Marguerite Pinheiro


esPResso Volume 5 Issue 3  

Get your healthy dose of PR industry insight brought to you by members of the Marist PRSSA Chapter.

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