esPResso Your Shot of Industry Insight
Volume 6 Issue 1 Inside This Issue:
October 28, 2014
MaristCollegePRSSAheadstoWashingtonforNationalConference By: Katie Pecorelli Regional Conference Coordinator
Inside this issue: Page 2 The Communication Department welcomes Dr. Dobry Page 3 PRSSA Chapter President McKensie Saldo addresses members Page 4 Photoshopped CoverGirl ad bruises company’s reputation Page 5 Nail polish with the ability to test for date rape drugs raises debate Page 6 Urban Outfitters sells controversial garments Page 7 Malaysia Airlines considers a name change Page 8 Emma Watson redefines the “F” word Page 9 Apple’s iCloud blamed for celebrity hacking Page 10 PR students offer internship advice
Do you want to join the esPResso Committee? Email us: maristespresso@gmail.com
The Public Relations Student Society of America has an annual National Conference each year where Chapters from across the United States and from around Image via Katie Pecorelli the world are invited to come together to enhance their understanding of public relations and hear from industry professionals. This year the National Conference was held in Washington, D.C. with about 700 PRSSA members in attendance. The Conference was held at the Omni Shoreham hotel and lasted from Friday, Oct. 10 to Tuesday, Oct. 12. Saturday morning was the opening welcome and awards. Marist College’s PRSSA Chapter had the honor of winning a Star Chapter Award. This award is given to Chapters that apply and have fulfilled eight out of 10 requirements listed on the PRSSA website. This award is a huge accomplishment and only awarded to select Chapters. Hearing Marist called for this award was an overwhelming moment of pride and joy. I received a Star Chapter ribbon to wear on my nametag and I have never been more proud to represent Marist PRSSA. National Conference started out with presentations from other schools that shared what they have learned through PRSSA. One of my favorites was “How I Met My Mentors” from DePaul University. The students talked about why it is important to have multiple mentors in the field of PR. They also talked about how a mentor can range from a fellow student to an industry professional. The presentation was done in the same format of the popular show “How I Met Your Mother” which made it relatable
and entertaining. Another impressive workshop came from the Richard Stockton College of New Jersey titled “The Big Event: Planning 101.” The new Chapter spoke about the first large event they held and all of the ups and downs they’ve experienced. Learning from them allowed me to take notes on exactly what to expect when planning Marist’s Regional Conference this spring. On Saturday and Sunday, attendees listened to multiple public relations professionals from all different sectors of the
Image via Katie Pecorelli
industry. The most powerful presentation for me was “Sports PR: In It to Win It.” This was presented by Ketsia Colimon of the Washington Mystics and Rebecca Timms of the Philadelphia 76ers. Throughout the entire presentation they gave numerous useful tips for how to get into and survive in the sports PR industry. One of the most important points was “work to differentiate yourself,” because many PR students enter the industry out of college with good grades and internships but need to find a way to stand out. Overall, PRSSA National Conference was a great experience and I hope to use the skills I learned to plan a successful Regional Conference this spring.
Volume 6 Issue 1
Chapter News
NRC Update
By: Maria Gironas Firm Director This year there is a lot to be excited about for North Road Communications. With the firm about to turn four years old, I am happy to report that NRC is continuing to grow in firm members, clients and our combined level of skill as a team. This year, we have 21 students who are serving on a variety of accounts including BeaconArts, Beacon Independent Film Festival, Joint Journalism and Communication History Conference and Family Services Inc. Each are nonprofits devoted to bettering their respective areas of expertise. In addition, we have a unique project ahead of us on Halloween. Assistant Firm Director Briana Flynn, Social Media Manager Edith Morris, Assistant Social Media Manager Molly Costello and NRC Faculty Adviser Dr. Nadine Hoffmann are working with St. Jude to raise money for the organization by going around campus with picture frames. We are encouraging students to dress up in costumes and take a picture with the frame when they agree to donate $1 towards St. Jude and in return receive a picture of a child that is currently in the St. Jude hospital. We are excited about the planning process and hope for a great event. As a firm, we are proud to represent such a unique and fun clientele base that constantly keeps us on our toes, helping us better prepare for the real world of public relations.
Welcome to Marist, Dr. Diane Dobry! By: Lizzy Peper EsPResso Committee Chair
Where are you originally from? I was born in Northport, N.Y. and spent most of my life in New York. I have also lived in Hungary. Where did you attend school? I [have] my bachelor’s degree from SUNY College at Old Westbury in Media and Communications. My master’s degree [is] in International Educational Development. I [later pursued] an Ed.D. in Interdisciplinary Studies focused on an analysis of paranormal reality television program content. What is your past public relations experience? After I graduated from SUNY Old Westbury, they offered me a position in their publications office. I assisted the Director of Communications in covering the news of the College. I joined the Teachers College at Columbia University as a writer a couple of years later and worked my way to Director of Communications. My work with the media was the best part of my job. I moved on to be Director of Marketing for the
continuing education program there. At the same time, I had started importing wine from Hungary to the U.S. and was marketing that. When I finally graduated, I went to Hungary for a year to teach. I returned to the U.S. in 2012 and moved to SUNY Cobleskill where I was the Director of Communications and Marketing. What public relations classes will you be teaching this fall? I am currently teaching Applied Research and Analytics, Public Presentation and PR Writing Tools. What are you looking forward to about working at Marist? The College seems to be very open to new ideas and collaboration with other departments that can help bring those new ideas to fruition. There is a big emphasis here on international experiences and that is my other passion besides media. I would love to have the chance to bring students to Hungary to do a PR project on tourism.
Beacon Independent Film Festival is a hit
By: Briana Flynn Assistant Firm Director
The weekend of Sept. 12, members of North Road Communications (NRC) headed to Beacon to volunteer at the Second Annual Beacon Independent Film Festival (BIFF), one of NRC’s four local Image via Marist PRSSA nonprofit clients this semester. Over the threeday period, BIFF screened 19 feature and short films produced by filmmakers worldwide. NRC was thrilled to have the opportunity to help BIFF with what was ultimately a very successful event. BIFF became a client of NRC in Jan. 2014 when it expressed a need to both improve and expand the festival’s outreach. Since then, a team of NRC members has worked with BIFF throughout different steps of preparation for the festival. Last semester, NRC researched independent films and wrote press releases about secondary BIFF events. Beginning in August, NRC began promoting the event in Beacon and its surrounding
area. Once a media list of the Greater Hudson Valley was complete, a press release was written and approved by the organization. NRC pitched the event to more than 50 newspapers, magazines, radio stations and television networks ranging from The Poughkeepsie Journal to NBC News. NRC members were in direct contact with members of the press in order to coordinate interviews with the BIFF Executive Director Terry Nelson as well as some of the participating filmmakers. The weekend of the festival nearly all the NRC members were on-hand handing out flyers, selling merchandise, collecting tickets and handing out surveys to attendees. More than 130 surveys were collected and analyzed by the NRC team to give BIFF recommendations for next year’s festival. NRC was also able to secure a wide range of press coverage, such as The Poughkeepsie Journal, The Beacon Centennial, Dutchess County Tourism, Mix 97 FM, Chronogram and New York Minute. The work NRC did for BIFF this semester provided incredible industry experience to its student members but is only one example of what NRC does for its clients during the year.
Contact Marist PRSSA Email: MaristCollegePRSSA@gmail.com Blog: www.MaristRedFoxesPRSSA.Blogspot.com Facebook: www.facebook.com/maristcollegePRSSA Page 2
Twitter: @MaristPRSSA Instagram: @MaristPRSSA Pinterest: Marist PRSSA
October 2014
A Letter from the Chapter President
W
elcome back to what is bound to be yet another great year here
able event planning experience, networking opportunities and
at Marist! Personally, I can’t believe
will be more than worth it. We are so excited to be hosting our
that my senior year has crept up on me so incredibly fast. It is an honor
Chapter bonding that is going to come from our preparations first, and hopefully not last, Regional Conference and to be a part of a greater PRSSA National Initiative.
to be leading our Chapter this year as
Overall, the year ahead is about providing our members
we have many exciting opportunities
with worthwhile experiences that will help them to grow as pro-
ahead.
fessionals and to be able to stand out in a sea of aspiring PR
This semester has already brought some great events to
professionals. Our programming for this semester, in combina-
our members, including a Skype session with Al Golin, a Critical
tion with preparations for next semester’s Regional Conference,
Mention media monitoring workshop and an internship panel.
will provide members with plenty of opportunities to hone their
The remainder of the semester will bring guest speakers, men-
skills and become leaders within the Chapter and beyond. I am
tor program events and our annual holiday social. There’s a lot
looking forward to getting to know all of our new members and
to look forward to as a Red Fox PRSSA member.
helping all of our members to reap the benefits that Marist PRS-
Our Chapter is very proud to have announced that we will be
SA has to offer this year.
hosting a PRSSA Regional Conference this coming spring. Our conference, “Developing a Well-Rounded Professional,” is going
All the best,
to require a lot of hard work from our membership over the next
McKensie Saldo
few months—but hard work that is bound to pay off! The invalu-
Class of 2015
Chapter Update
By: Ashley Hellberg Director of Chapter Programming After a busy summer planning for a great semester, the Executive Board is very excited to be back on campus to put our plans into action. So far this semester we have hosted educational events and received excellent news. Our first event of the semester was a Skype session with Al Golin. He is an expert in reputation management and coined the “Trust Bank” concept. The session ranged from topics such as the importance of interpersonal relationships, what it takes to be a good leader and the importance of ethics today. Golin gave our members honest, helpful advice that they will carry with them throughout their careers. Our second event was the Critical Mention media monitoring workshop arranged by Faculty Adviser Jennie Donohue. Critical Mention is a media monitoring platform that searches television, online news and radio and then analyzes the information to create graphs and word clouds. Critical Mention taught two workshops in the Digital Toolbox lab. Being able to understand analytics and use
Regional Conference Quick Guide certain platforms is a huge résumé builder. This was a very hands on, informative workshop for all of those who attended. In addition, our Chapter has recently been recognized with two great honors. First, we received a bid to host our very first Regional Conference. Our conference, “Developing a Well-Rounded Professional,” will have many events and guest speakers from all different industries. We will aim to have something that interests everyone who attends. Our Conference will take place Feb. 27-28 and attract students from all over the tri-state area. Second, at the PRSSA National Conference we received a Star Chapter Award. PRSSA National recognized us with this honor for meeting key Chapter and professional development goals. Our Chapter worked very hard last year so we are excited to be recognized. Our Chapter has a lot of exciting things in store for this year. It is important that our members attend and participate in events so they make the most out of their PRSSA membership.
“Developing a Well-Rounded Professional” Feb. 27-28, 2014 Marist College Website: MaristDevelopingPros.Wordpress.com Email: MaristRegionalConference@gmail.com Twitter: @MaristPRSSA #MaristPRSSAConf Instagram: @MaristPRSSA #MaristPRSSAConf Find the event for the Conference on Facebook through Marist PRSSA’s page!
Page 3
Volume 6 Issue 1
#PRTrending
#Bendgate: companies use new iPhone flaw to marketing advantage By: Ashly Kim
Image via Flickr/ avrene
In September Apple released its long-awaited iPhone 6 Plus along with an unexpected bonus feature, it bends! One reason that the iPhone 6 Plus is one of the most talked about technological innovations today is its faulty design. According to PR Daily, consumers are discovering that their new smart phones are bending in their pockets. This is a manufacturing error commonly referred to as #Bendgate in the social media sphere.
While people are tweeting about Apple’s oversight, companies are using the hype as a marketing strategy in their humorous advertisements. Dockers released an ad that highlights the accentual detail of its khakis, its message being “avoid #Bendgate with our hidden security pocket.” The ad included an image of khakis with an arrow emphasizing the “hidden security pocket” and text that says, “smart phone, meet the #SmartestKhakis ever made.” LG USA Mobile also joined the #Bendgate fun by calling attention to its similar but intentional feature on its flexible smartphone. The company states, “our phone doesn’t bend, it flexes…on purpose.” According to AdWeek, KitKat implemented one of the most successful #Bendgate response with more than 23,000 retweets and 10,000 favorites on Twitter. The company posted an image of a candy bar snapped at a 40-degree angle accompanied by the slogan, “we don’t bend, we #break.” If #Bendgate taught us anything, it is that one brand’s misfortune is another brand’s promotional gain.
Photoshop blunder: CoverGirl faces backlash in midst of NFL crisis
By: Allie Zoll
An online advertisement from CoverGirl, the NFL’s official beauty sponsor, received a makeover from a Photoshop user aiming to make a statement about the domestic violence case involving Baltimore Ravens Image via Wikimedia player, Ray Rice. The original ad featured a woman wearing a Ravens’ football jersey and bright makeup in the team’s colors. The edited version added a black eye to the model and text encouraging consumers to boycott CoverGirl. This allusion to a tape of Rice allegedly physically abusing his fiancée in an elevator led to many retweets of the updated ad. The Washington Post’s Caitlin Dewey wrote that CoverGirl quietly removed the Photoshopped images from Pinterest in response to critics and those who were offended in an effort to keep loyal to its publics and ensure
Page 4
that audiences continued to identify with CoverGirl. Dewey also explained that CoverGirl did not suspend its campaign nor the ad because the company wanted to communicate that domestic violence cannot be tolerated. After facing public scrutiny, CoverGirl released a statement on Sept. 15 to its Facebook page that said, “As a brand that has always supported women and stood for female empowerment, CoverGirl believes domestic violence is completely unacceptable.” There could be positive and negative reactions to this statement from CoverGirl. Women may favorably identify with CoverGirl after reading its message that domestic violence is unacceptable. On the flip side, women may be offended by the approach that CoverGirl chose to remain a sponsor of the NFL. Overall, CoverGirl’s response to the Ray Rice incident created additional media attention while the NFL tried to revise its behavior policies and hold on to its sponsors. According to John Ydstie of npr.org, the NFL relies heavily on Fortune 500 sponsorships such as Verizon, Anheuser-Bush, Visa and other large corporations.
October 2014
Fighting sexual assault on college campuses
Image via Flickr/ Joe Shlabotnik
By: Micaela Sanger
According to Newsweek, the emergence of the “nail varnish date rape drug detector” is causing a massive debate. Four undergraduate students from North Carolina State University have developed a line of nail polishes that help detect drugs, which they call “Undercover Colors.” The students, all male, invented this product in an effort to battle sexual assault. How does this nail varnish detect date rape drugs, such as Rohypnol, Xanax and GHB? The polish changes color when dipped in a drink containing these substances. This shows whether the beverage has been contaminated with
any of the drugs. And how does the polish work? It combines chemistry with basic cosmetics. As one of the inventors explained, “Our goal is to invent technologies that empower women to protect themselves from this heinous and quietly pervasive crime.” Controversy has arisen since the announcement of this innovation. Rape-prevention advocacy groups fear the nail polish will cause further victim blaming. These groups believe that although it was created with good intentions, this anti-rape nail polish is ultimately misguided. Katie Russell from Rape Crisis England & Wales explained in an article for Newsweek that the organization does not support the product, despite its good intentions. “This is for three reasons: it implies that it’s the woman’s fault and assumes responsibility on her behalf and detracts from the real issues that arise from sexual violence” In response to the activists opposed to the invention, co-founder Tyler Confrey-Maloney states, “We hope this future product will be able to shift the fear from the victims to the perpetrators, creating a risk that they might actually start to get caught.” The Daily Mail put it simply, “a fresh manicure could have the potential to save your life.”
Campus reps use PR skills to help change the world By: Briana Flynn Assistant Firm Director
Image via Briana Flynn
The clothing company Serengetee was created in 2012 by college students who were inspired to unite the global community and give back to foundations worldwide. Today, the company is growing under the motto “change the world when you wear the world” and relying heavily on social media to expand. Because Serengetee is a young organization only available online, much of the promotion of its products
comes from the public relations tactics of college campus representatives. The duties of the Serengetee representatives include sharing Facebook posts and retweeting promotional tweets but creativity is also required in the role. Representatives are encouraged to wear the products, hand out flyers and use resources on campus as ways of promotion. By using representatives, Serengetee has taken advantage of the connectivity of today’s college lifestyle and given students a chance to promote a cause-conscious organization in a unique and fun way. Serengetee sells hats, t-shirts and backpacks featuring pockets made of fabrics from 28 different countries. Each fabric is partnered with one of 32 causes, such as the Leukemia and Lymphoma Society and Soles4Souls. Five percent of the proceeds from every purchase go to each respective cause. Head to serengetee.com for more information and #WearTheWorld! Page 5
Volume 6 Issue 1
Crisis Hotline
The latest #PRFails in the media and how savvy PR skills were used to mend the issues (or not)
NFL fumbles crisis communications
Image via Flickr/rustybrick
For the past few months, the NFL has been demonstrating how not to handle crisis communications. In February, Ray Rice, the star running back of the Baltimore Ravens, allegedly punched his fiancée in the elevator of a hotel in Atlantic City and knocked her unconscious. Following the incident, the NFL and Ravens management examined the case and the best way to handle it before it became public knowledge. However, the situation escalated when TMZ released a security video of Rice dragging his fiancée’s unconscious body out of the elevator. By July, it was announced that Rice would receive suspension from two games. To the public, it appeared that the NFL was not taking domestic violence issues and Rice’s actions seriously. On Sept. 8, TMZ released the footage from the security cameras inside the hotel elevator, and the NFL stated that it had not seen the video. People began wondering what exactly the NFL knew about the incident and what else it could be hiding. The public began to mistrust the organization, as it appeared that some members of the NFL did have
prior knowledge of what happened while others steadfastly denied it. Regardless of the fact, the NFL had lost the faith of many people. Furthermore, NFL Commissioner Roger Goodell demonstrated poor media relations skills when interacting with the media at the press conference he held to address the issue. Though he admitted that he was not happy with the way the crisis was handled and that he made a mistake, his words were not delivered with sincerity. Many specific questions regarding the past actions of the NFL were ignored and viewers were left unsatisfied. The NFL has poorly handled the Ray Rice scandal because it did not take the necessary efforts to gain more information about the incident in order to clearly deliver the truth to the public. As a result, it appeared as if the organization does not take domestic violence seriously, causing mistrust of the NFL.
Image via Flickr/Hawk Eyes
By: Caroline Ferarri
Urban Outfitters downplays controversial issues
By: Sarah Gelbard
Urban Outfitters argues that this sweatshirt was intended to be “vintage,” and that the red stains on the sweatshirt were a result of the weathering of the sweatshirt, rather than imitation blood stains. This sweatshirt seemed appeal to enough people to cause the item to be sold out on the company’s website for a good amount of time. This was concerning to people because Urban Outfitters was financially benefiting from this product instead of being sensitive to the topic itself. Another similar situation regarding Urban Outfitters involved the selling of a T-shirt that said “eat less” across the Image via Flickr/Skeleton me front. This shirt was found offensive by many people because it was alluding to the issue of eating disorders. Many Urban Outfitters has been making the news for all the wrong people felt that this was poking fun at the problem and enreasons lately. A sweatshirt sold on Urban Outfitters’ website couraging girls to eat less in order to look good. The comparecently featured fake blood stains and ripped edges with ny also found itself in hot water not too long ago when it put the logo of Kent State University, the school where four stu- a shirt on the market with the color option titled “obama/ dents were killed in a 1970 incident. Company representa- black.” The retailer later called the online description an ertives insist that it never intended on alluding to the shooting, ror and apologized for offending anyone. Urban Outfitters but the public disagrees with the company’s decsion to sell needs to make a change in its merchandising decisions imthe product in the first place. mediately, or else the company risks losing a large share of
Page 6
October 2014
Proceed with caution: a name change for Malaysia Airlines Image via Pixabay/kpmarcin
By: Emma Christiantelli
In the media today, there are very few brand names that are as tainted as Malaysia Airlines. In the span of four months, the national airline of Southeast Asia has suffered two devastating tragedies: the mysterious disappearance of flight MH370 in the Indian Ocean and the shooting down of flight MH17 by Ukrainian militants. Understandably, airline passengers are now more than hesitant to fly with Malaysia Airlines. Consequently, the airline is attempting to remove itself from the tragedies altogether. Both the possibility of a name change and a complete rebranding has been discussed by the company. This begs the question: will rebranding allow Malaysia Airlines to redeem itself in the eyes of the public? It’s hard to tell.
In such a tension-filled industry, an association with one aviation tragedy, let alone two, can be downright disastrous. The public’s perception of the brand is important, especially when people’s lives are in company’s hands. An article from International Business Times echoed this sentiment. “In aviation, brand perception is uniquely important and often linked to safety,” said Shashank Nigam, CEO of SimpliFlying, an aviation marketing strategy firm. “If an airline is perceived as unsafe, people will avoid it at all costs.” Thus, a corporate name change for Malaysia Airlines ultimately runs a very high risk because it could backfire just as easily as it could succeed. Changing the name could express that Malaysia Airlines has reinvented itself and entered a new chapter; however, it could also demonstrate that the airline failed and is making an attempt to bury the past. Perhaps the airline should consider other strategies such as modifying safety policies. Rebuilding its confidence is one thing, rebuilding its customers’ trust is another. In the end, when it comes to restoring its reputation, Malaysia Airlines certainly has a long, uphill battle ahead of itself.
DiGiorno delivers social media lesson JetBlue falls to engine crisis By: Emma Christiantelli
By: Jenn St. Jeanos
DiGiornio delivered more than a four-cheese pizza on Twitter early last month when the company provided a valuable lesson on social media. On Sept. 8, in the midst of Ray Rice’s domestic violence scandal, DiGiorno tweeted using the hashtag #WhyIStayed. The hashtag was used to spark conversation about the severe reality of domestic violence. The majority of the hashtag users on Twitter were abuse survivors sharing their individual stories explaining #WhyIStayed or #WhyILeft. According to the Huffington Post, the hashtag was successful and was used more than 92,000 times. Unfortunately, DiGiorno did not have a positive experience with the hashtag. In a spontaneous effort to join the conversation, DiGiorno employed the hashtag by tweeting: “#WhyIStayed: You had pizza.” Naturally, after the brand realized the meaning behind the hashtag, the insensitive tweet was immediately deleted but not before screenshots ran rampant across various social media platforms. Without hesitation, DiGiorno first issued a standard apology tweet admitting its ignorance for not researching the hashtag before using it. Then the damage control continued. Instead of offering an insincere apology and steering clear of Twitter, DiGiorno took full responsibility for its actions. For days after the incident, the company individually responded to every offended Twitter user. Better yet, the replies were original and addressed each user’s specific concerns and tweets. It may have been time-consuming, but it proved the brand’s genuine accountability. Despite DiGiorno’s foolish mistake, the brand’s efforts to fix the situation were authentic, well-timed and respectful. In the end, DiGiorno demonstrated the importance of researching a trending topic before diving into the discussion in addition to taking responsibility for its activity on social media.
On Sept. 18, a JetBlue flight carrying 147 passengers made an emergency landing in Long Beach, Calif. After only 15 minutes in the air, the plane’s right engine caught fire and the cabin began to fill with a thick smoke. At this point, the plane was already high in the air. To add to the chaos, the oxygen Image via JetBlue masks failed to release from the ceiling and as a result, the flight attendants had to manually deploy each passenger’s air source. Fortunately, the pilots were able to make a sharp turn and steer the plane back to the nearest landing site. In the process, however, the plane began to quake and the passengers began to fear for their lives. Passenger Dean Delbaugh told CNN News, “Everyone was crying, I thought this was it!” Unfortunately, four individuals were injured and one was rushed to the hospital, according to CNN. Finally after an unnerving landing, everyone evacuated through the emergency slides. For an airline as trusted and well-known as JetBlue, an incident like this is not ideal. From a PR standpoint, the best way for the company to recover is to release a message explaining the accident, followed by a sincere apology from the CEO. In doing so, the airline would demonstrate that the problem was not ignored. Additionally, the company would convey that its customers’ safety and trust is a high priority. However, JetBlue did not release any statement about Flight 1416. The only announcement released on the day of the incident was that the CEO Dave Barger would step down, effective in Feb. 2015. This statement did not connect to the decisions made about the engine mishap, according to CNN. JetBlue’s failure to acknowledge or apologize for the incident will most likely damage the airline’s reputation.
Image via Flickr/TheImpulsiveBuy
Page 7
Volume 6 Issue 1
Celebrity Brew
Emma Watson redefines the “F” word Joan Rivers leaves her mark on world By: Nikki Tackley
Sept. 20 marked the day that Emma Watson transformed from a wand-waving witch into an empowered and elegant woman whose inspirational words at the United Nations left the world in awe. The newly appointed U.N. Women Goodwill Ambassador addressed the misconception of feminism or the “f-word.” She clarified that, in her eyes, feminism is not an anti-men movement as many believe. It is a movement towards gender equality without superiority of either sex. Watson’s speech is a call to action to end this anti-men mindset of feminism and inform the world of the launch of the campaign: HeForShe. This campaign aims to rally women and men to fight together for gender equality. Although responses to the speech were generally positive, Madeline Boardman of US Weekly reported that an online threat to expose nude pictures of Watson after her speech proves exactly why this movement is necessary. This user inadvertently amplified one of the points Watson made in her speech: she was wrongly sexualized as a young teenager by the media because she is female. Even though this proved to be a publicity stunt, the incident proved HeForShe is needed in our society and that women and men should not be constricted by their gender.
Image via Wikimedia
By: Rebecca Golub
Joan Rivers, known for her witty humor, suddenly passed away in early September at the age of 81. The comedian was famous for cracking jokes at the expense of celebrities and their outfits on E!’s “Fashion Police.” Image via Flickr/LeFatima Rivers died unexpectedly at Mount Sinai Hospital in New York City due to a complication from throat surgery. As Rivers was taken out of a medically induced coma on Sept. 4, she passed away. Her daughter Melissa Rivers told CBS News, “My mother’s greatest joy in life was to make people laugh. Although that is difficult to do right now, I know her final wish would be that we return to laughing soon.” Her show on E! will continue without her. Rivers was recently back in the news because of a post on her Facebook page more than a week after her death, promoting the new iPhone 6. “This badass is being replaced by an iPhone 6 (not the fat one)” accompanied a photo of an iPhone 4s. The picture automatically posted to the page, and was most likely scheduled by a publicist. The post has since been deleted, but it definitely would have received a laugh if Rivers was alive to see it. Throughout her life she was in the media for both the good and the bad, but there is no doubt that the comedian will be remembered and missed for her personality and hard-hitting jokes.
#Re2pect: a captain remembered By: Katharine Burek
On Sept. 25, Derek Jeter took the field for his final baseball game in the Bronx where his career started 20 seasons ago. Jeter’s love for the game, humility and Image via Flickr/TheBig Spot dedication have made him a household name and a role model for fans of all teams this past season. Jeter, drafted straight from high school with a signing bonus of $800,000, lived up to his high-profile reputation. He is among a distinct group of players who ended with a lifetime .310 batting average, 3,465 total hits and five World Series rings. Now that the season has ended for the Yankees, Jeter Page 8
is looking to the future, unveiling his plans on Oct. 1. He is set to announce the launch of his new website, The Players’ Tribune. This website “will present the unfiltered voices of professional athletes,” according to a statement on the site. With a spectacular career and an outstanding reputation, Jeter is sure to have a place in the Baseball Hall of Fame. The people’s love for him was showcased over the past few months when he was trending on multiple social media sites with the “Re2pect” campaign. The commercials, gear and poignant ads dedicated to Jeter’s love of the game and the love his city has for him was viewed as inspirational by many. Even though Boston and New York are well-known rivals, Red Sox fans and Yankee fans stood together to tip their hats as Jeter took his last time at bat in order to honor the captain whose legacy will now only continue off the field.
October 2014
Apple iCloud leaves celebrities vulnerable to hackers By: Kelly Dynan
Last month more than 100 celebrities had their personal iPhones hacked, leading to a lot of criticism of Apple from consumers. The once praised iCloud is now under scrutiny from the public, something that Apple did not expect. The corporation has done serious damage control in response to all this negative publicity. In an interview with the Wall Street Journal, Apple CEO Tim Cook explained that in light of recent events, Apple will bring in new security measures to ensure that something like this will not happen again. Before this scandal, users received email notifications for any change they made to the settings of their accounts. Now users will also receive push notifications which allow them to react to changes in a more timely manner in case something
is not right. In addition, two-factor authentication will be implemented with the new update. Apple had to act quickly and efficiently in order to respond to the hacking. According to Mashable, Cook stated, “When I step back from this terrible scenario that happened and say what more could we have done, I think about the awareness piece...I think we have a responsibility to ratchet that up.” Luckily it looks like the iPhone hacking, while generating bad press, seems to be only a mild bump in Apple’s overall success. Image via Flickr/baiwuhen
Reality TV building and burning reputations By: Ashley Usher
Today it seems as though more and more celebrities are flocking to the idea of being part of reality television. Often times, the celebrities or actors starring on these TV shows resort to extreme behavior in order to gain recognition. For example, skateboarder Rob Dyrdek was able to gain positive attention and build on his brand from Image via Wikimedia his appearances on numerous shows such as “Rob & Big,” “Ridiculousness” and “Wild Grinders.” Dyrdek now owns a skatepark and a clothing and sneaker line. On a less positive note, there have been times where relationships have ended or lives have been ruined because of reality TV. Take Spencer Pratt and Heidi Montag for example. The couple did a one-hour special on their life after reality TV for the E! Network. The hype of being on their previous reality show “The Hills” went to their heads and ruined a lot of their friendships and connections. As of late, Montag and Pratt plan on returning to reality TV by appearing on “Marriage Boot Camp,” according to The New York Post. Gaining more publicity through reality TV could lead to aspects of good or bad PR depending on how the celebrity is depicted. Positive impacts could be gaining more support and fans through positive portrayal on reality TV shows. Negative impacts could occur if false accusations are made about a reality show character without any real proof. These examples demonstrate the mixed opinions regarding whether reality TV creates positive or negative consequences for celebrity participants.
What the world tweeted in #October Oct. 10 Ellen congratulates the youngest Nobel Peace Prize winner in history: @TheEllenShow: #MalalaYousafzai is the youngest person to ever win the Nobel Peace Prize. I’m astonished by her bravery. We should all be more like Malala. Oct. 20 The face of a political scandal enjoyed her first tweet: @MonicaLewinsky: #HereWeGo Oct. 20 Celebrities mourn the loss of a beloved designer: @taylorswift: My all-time favorite designer has passed away. Oscar, it was an honor to wear your creations and to know you. In loving memory. Oct. 21 Oscar Pistorius’s five-year sentence sparked outrage: @Debbbooo: Its almost as if women’s lives don’t matter. #Pistorius
Image via Wikimedia
Page 9
Volume 6 Issue 1
Internship Corner
Peer advice on making the most of your internship
“Alw a ible. s t s i o m p s a es y ys keep s n io r t o s o t e a po um tha signmen many qu app t are no ay have sitive a “Ask as it's about an as e your relare tt t iz r be s ciate yo exciting to stay l itude. S Whethe reer advice, util and supera elec u , o a s ted r posit but you te or do meoverall c s with coworker s you can." i f v or m r a t i ore ty and y bosses asks tionship learn as much ‘15 e t o w i h x u visors to Caroline Ferrar -Bri e futur citing p will li ill ana e.” roje kely Flyn cts i n ‘1 n “Interview in the office. It allows you 5 to see the atmosphere and truly determine if the company is a good fit for you and what you want out of your experience.” do is y “Netw -Katelyn Pecorelli '15 u o y ork wi a g th the by con rythin ms that w ow e v p e E n o . e ple h cti ee in thankit all ether it s can some al you e- ng on Linked you worked e k a m h you m w “T w re ce ake fo ails. Utilize In and send ith tant, experien get into a r o r futur i n t p h g e im . Each co u e emplo ce yo place.” yment recommend nnections ot n n o r o u o yo ‘15 ng -Lizzy ppor tuniti ations or help worki heridan es.” Pep er ‘16
anna
- Juli
S
Al Golin skypes in for PRSSA ethics month By: Julianna Sheridan Director of Public Relations Another essential point that Golin emphasized was the importance of interpersonal relationships “in the high-tech, low-touch world that we live in.” Because we are so devoted to technology, Golin warned that this could be harmful over time if employees do not relate to the people they are working with. Finally, Golin left students with a reminder to “be curious, knowledgeable, stay current and be well-rounded.” He highlighted that embracing change is necessary and doing the unexpected— in a strategic way—is a good thing. Overall, Golin remained firm on his trust concepts and the importance of remaining ethical, both personally and in business.
Image via Julianna Sheridan
The Marist PRSSA Chapter hosted industry professional Al Golin of Golin Global on Wednesday, Sept. 17 for an informative Q-and-A titled “Trust and Relationship-Building” in support of PRSA/PRSSA National Ethics Month. Al Golin is founder and chairman of Golin Global, one of the leading large-sized PR agencies with more than 50 offices in the U.S. and abroad. Golin has more than 55 years of experience in the public relations industry and is considered to be one of the "living legends" of public relations. Approximately 50 students attended the enlightening Q-and-A and live-tweeted throughout the event using the hashtags #MCOM347 and #MaristPRSSA. The event provided an informative look into how to conduct business and build trust transparently. The hour-long discussion focused on Al Golin’s industry experience, his revolutionary “trust bank” concept as well as business ethics. He offered wise recommendations to students including, “Ethics are more important today than ever before because you can’t get away with [hiding].” Corporate transparency is becoming more valued and Golin believes that this is a healthy thing.
esPResso Staff
esPResso Committee Chair: Lizzy Peper Director of Public Relations: Julianna Sheridan Faculty Adviser: Jennie Donohue Page 10
Staff Writers: Katharine Burek, Emma Christiantelli, Kelly Dynan, Caroline Ferrari, Briana Flynn, Sarah Gelbard, Rebecca Golub, Ashly Kim, Micaela Sanger, Jennifer St. Jeanos, Nikki Tackley, Ashley Usher, Allie Zoll
Copy Editors: Haylee Caravalho, Emma Christiantelli, Christina Crasto, Jacquelyn Desjardins, Briana Flynn, Carly Gray, Ashly Kim, Allie Zoll