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3

UpdatedAugust1,2011byWandaColon

Websites and Social Media as PR: corporate identity

Article: Meet the Dozen Tech Publicists who Secretly Control the Media (Source:Gizmodo)

5.Assignment Discussion: Primary Research assignment: Create questions for a questionnaire that will be used to conduct one- on
one interviews or Focus groups or run a poll on FaceBook or Twitter. Minimum of 10 individual interviews must be conducted per
group. Perception is key in PR and you want to know what people think about your client.

Nov 2 Week 11 Chapter 13 Community Relations/ Government Relations
CASES II PRESENTATIONS/DISCUSSION : Presidential PR, Michael Vick, JetBlue Valentines Day, Harvard Diversity

Discussion Topics: Community Relations, Government Relations, PAC-Lobbyist, Consumer Relations, CEOs Image
Due: Turn in your PR,FS,PL
Assignment: Create a Public Service Announcement about Texting and Driving (for the earfor radio) with NO IMAGEs! Due Nov 9

Nov 9 Week 12 Chapter 14, 15 Media Relations
Individual Verbal Presentation of PSA

Working with media
Establishing contacts
Internal/employee public relations
Newsletter, Annual reports, Announcements

November 16 Week 13 - Media Relations continued
PR Campaign Preparation
6. Project Preparation:
PR Plan for a Community Good-will Event: Team should be working on PR Campaign Presentation which must address: Research:
Situation Analysis/Objective/ Target/Messages/Strategy/Tactics/Crisis Management/ Resources/TimeLine/Budget/Evaluation

Media Kit: Team should be working on the elements that will go into your media kit. Press Release, Fact Sheet, Brochure,
Backgrounder, Biographies of Keynote, Press List, Sponsors List, Photos, etc.

IMPORTANT: Instructor will meet with each team to review progress on research and surveys, PR Plan, Press Releases, brochure
ideas, etc. In-class time to work on Final Project PR Plan/MBO assignment.

Nov 23 - Week 14 Evaluate a PR CAMPAIGN
Measuring/Evaluating your PR efforts
Measuring your results
Short-term and long-term
Discussing Budget Limits

Team Project time: Computer Lab time ( work on Media Kit elements )
IMPORTANT: Instructor will meet with each team to review progress on research and surveys, PR Plan, Press Releases, brochure
ideas, etc. In-class time to work on Final Project PR Plan/MBO assignment.
Nov 30 - Week 15 Team Project Time:
Rehearse your presentation and timing, visual aids.
Complete your Peer Evaluation forms after this session!
Final Exam distributed

Dec 7 Week 16 : Final Group Presentations ( Dress the part)
In-class assignment: Team work -- PR Campaign and Media Kit for Goodwill special event
December 7: PR CAMPAIGN PRESENTATIONS DUE

Dec 14 Final Exam WeekFinal Due!
4

UpdatedAugust1,2011byWandaColon

RULES:
Assignments DUE by stated DEADLINE!

Bio, Press Release, Fact Sheet, Scripts, Backgrounder, Surveys, and Project PR PLAN must be turned in by deadline given by
instructor. They will be returned to you with instructions on recommended improvements. Late assignments will not be accepted
and will result in an F grade if not turned in class by date assigned.

Attendance and participation: Because much of your learning will take place in class, you must attend and participate in each class
meeting. Attendance will be taken and excessive absence and lateness will negatively impact your grade.

If you cannot attend class:
Contact instructor prior to class via email or phone
Make arrangements to turn in assignment by next class and have someone take notes for you.

IMPORTANT RULES:
o You are expected to complete all assignments on time. You will have many assignments back-to-back and some overlapping. This will
happen to you many times as a professional and you will gain helpful experience balancing your time and establishing priorities. I will guide
you through all the assignments, and am always available for questions.
o We will discuss almost all assignments in class. Please be prepared to talk about what you have and have not learned about PR and your
client after each assignment.
o Punctuation, grammar, spelling, etc. will be considered as one of the basis for grading all written work. No exceptions will be made. In public
relations, a good maxim is, you are what you spell. Proofread all your work. Check for errors and have others check for errors.
o This is the most important rule of all: HAVE FUN! PR is fun to practice, fun to teach and fun to learn. Although you will always juggle many
projects under tight deadlines, I promise that if you demonstrate effort and interest, you will learn about the field and have fun practicing.

Incomplete Grade: ("I" Grade) when a student has failed to complete the requirements of a course, the student may be given an incomplete or "I" grade
as long as the student has completed 80% of the assigned work. To be awarded an I, the student must present to the instructor valid reasons for not
having completed the course requirements. The instructor and the student then complete an Agreement for Grade of Incomplete form. This agreement
will determine the requirements for a course grade, including due dates for assignments, projects or tests; which must be completed by the end of the
next major term, or a failing grade is assigned. A signed (by student and instructor) incomplete form is required to be submitted with any recorded grade
of incomplete.

Academic Dishonesty:

Academic dishonesty includes, but is not limited to the following:

A) CHEATING ON AN EXAM.
B) RECEIVING HELP FROM OTHERS IN WORK TO BE SUBMITTED, IF CONTRARY TO THE STATED POLICIES OF THE PROFESSOR.
C) PLAGIARIZING, I.E.; THE TAKING OF PASSING-OFF AS ONES OWN, THE IDEAS, WRITING, AND/OR WORK OF ANOTHER, WITHOUT PROPERLY AND
ACCURATELY CITING THE SOURCE.
D) SUBMITTING WORK FROM ANOTHER COURSE UNLESS PERMITTED BY THE PROFESSOR.
E) ASSISTING ANYONE TO DO ANY OF THE ABOVE.

For a more complete explanation, see the Students Rights and Responsibilities manual.

COMPETENCIES:
PUR 2003 Public Relations
Catalog Description:
The course provides students with a broad spectrum of topics as related to the Public Relations profession. Current practices or organized programs
used in business to earn public acceptance and goodwill for products, services, personnel, and policies are explored, studied and experienced. The
course employs a hands-on approach to applying public relations techniques in hypothetical business situations. Students prepare press releases,
brochures, and other collateral
materials.
3 credits
Course Competencies:
Competency 1. The Student will identify various persons associated with the historical development of public relations by:
describing who they are.
appraising their influence today.

Competency 2: The student will describe the public relations communication process by:
writing the various steps.
defining the steps.
displaying examples of it in a project presentation.
analyzing various cases.

Competency 3: The student will demonstrate a knowledge of public relations research methods and objectives by:
describing methods used.
5

UpdatedAugust1,2011byWandaColon

evaluating current events.

selecting an opinion survey project.

Competency 4: The student will demonstrate knowledge of the nature of public opinion by:
explaining how attitudes are influenced.
defining attitudes.

Competency 5: The student will demonstrate a knowledge of ethics in business and society by:
describing corporate social responsibility.
discussing ethics in government.
analyzing case problems.

Competency 6: The student will demonstrate knowledge of managing using public relations objectives by:
describing management theory and technique.
outlining a public relations plan.

Competency 7: The student will demonstrate knowledge of crisis management by:
describing managing and planning in a crisis.
outlining a crisis case problem solution.
identifying public relations communications tools needed.

Competency 8: The student will demonstrate the fundamentals of public relations writing by:
writing a news release in proper format and grammar.
following the proper format in writing public service announcements.
providing a biography of self.
composing and presenting a speech.

Competency 9: The student will demonstrate knowledge of integrated marketing communications by:
identifying publicity techniques.
describing public relations versus marketing.
displaying public relations advertising.

Competency 10: The student will demonstrate the relationship of public relations and the Internet by:
locating Internet PR articles.
using a PC to download PR related articles.
locating web sites for PR.
using e-mail to communicate.

Competency 11: The student will demonstrate knowledge of PR techniques with employee public by:
identifying various PR communication tools.
creating a graph or chart using the PC.
describing grapevine and rumor solutions.

Competency 12: The student will demonstrate knowledge of PR interaction with print and electronic media by:
analyzing their objectivity.
listing how to deal with the media.
describing various electronic PR tools.

Competency 13: The student will demonstrate a knowledge of community diversity by:
identifying publics involved.
analyzing case problems.
describing community relations objectives.
explaining social responsibility issues.

Competency 14: The student will demonstrate knowledge of public relations in government by:
identifying PR jobs and titles.
outlining lobbying objectives.
describing what PACs are.

Competency 15: The student will demonstrate a knowledge of the consumer movement and investor public relations by:
describing consumer agencies.
identifying consumer objectives.
identifying investor relations activities.

Competency 16: The student will demonstrate a knowledge of public relations challenges for the 21
st
century by:
describing globalization of PR and practices in the international community.
identifying issues for the new millennium.

READCASES
SEPTEMBER&OCT
STUDENTDISCUSSION
LEADERS
STUDENTLEAD STUDENTLEAD
STUDENT
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PASS10/
FAIL0
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CRISISCHPT2PG36

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CHP6ETHICS

FLYINGTOAUTOBAILOUT
CONSUMERRELATIONS
CHP13PG281

SECONDSETLEAD
OCTOBER

THEPRESIDENTIALPR
PERFORMANCEOFB.OBAMA
GOVERNMENTRELATIONSCHP
12PG263

RESURRECTINGTHEBRAND
OFMICHAELVICKCHP17

JETBLUEVALENTINESDAY
MASSACRECRISISMANGCHP19
PAG394

THESUMMERSOFHARVARDS
DIVERSITYDISCONTENT
CHP11PG

Lat est News

Pair of Liver Transplant Recipients
Welcome Their Baby
His mother grew up in the spotlight and now, at less than a month old, Andersen Thomas
Labbe is already drawing camera crews. Twenty-seven years after Trine Engebretsen, the
first liver transplant recipient in Florida, won over a nation when President Ronald
Reagan mentioned her in a radio address about organ transplants, Andersen is believed to
be the first child born to parents who are both liver transplant recipients.
On Wednesday, Andersen was quiet through most of a joyous news conference at
University of Miami/ J ackson Memorial Medical Center where Engebretsen and husband
Ryan Labbe, both 30, and their physicianstransplant pioneer Andreas Tzakis, M.D.,
Ph.D., and obstetrics expert Salih Yasin, M.D.answered questions about how the two
liver recipients fell in love, the potential risks their parenthood posed, and the important
roles the two Miller School physicians and their colleagues played throughout the long
process.
In principle, when you see Trine and Ryan, you see two patients who remind us we work
not just for patient survival, but for their well-being, their quality of life, and for the
perpetuation of a happy and productive life, said Tzakis, professor of surgery and director
of the Miller Schools Liver/ GI Transplant Program, who assisted with Engebretsens 1984
transplant while a trainee at a Pittsburgh hospital and began caring for her soon after at
UM/ J ackson.
Decades later, Trine, who was born with a diseased liver, would press Tzakis into service
again for the future husband she initially met on a website for families affected by
pediatric liver disease. Three months and many keystrokes and phone calls later, Labbe, a
resident of Connecticut, visited South Florida and he and Engebretsen discovered they
shared much more than a childhood filled with illnessthey were soulmates.
Soon after his return to Connecticut, Labbe, who was born with malformed bile ducts, fell
gravely ill. Engebretsen went to see him and encouraged him to come back to Florida and
seek help from Tzakis and Eugene Schiff, M.D., director of the Center for Liver Diseases at
UM/ J ackson. He did and, in May 2008, Tzakis performed his transplant.
Seven months later, the Pembroke Pines couple wed on Miami Beach and Engebretsen,
now a medical student at Florida International University, began researching the risks of
starting a family. She read pretty much any obstetric book I could get my hands on,
which is good and bad because some stuff was really scary, especially if you were to have
any of the complications.
But even with all their research and planning, and the reassurance of their doctors, the
pregnancy still came as a welcome shock.
I said Oh my goodness were going to be parents Engebretsen recalled telling Labbe
8.18.2011

From left, Ryan Labbe, his wife
Trine Engebretsen with their son
Andersen, Dr. Andreas G. Tzakis,
and Dr. Salih Y. Yasin.
Un iver s it y of Mia m i
Miller Sch ool of Med icin e
Page 1 of 2 Pair of Liver Transplant Recipients Welcome Their Baby | Miller School of Medicine | U...
8/24/2011 http://med.miami.edu/news/pair-of-liver-transplant-recipients-welcome-a-babyand-history
On J uly 21, their 7-pound, 8-ounce son made his debut into the world and, apparently,
history. In a nod to Engebretsens Norwegian roots and in tribute to Tzakis, the couple
named him Andersen, the Norwegian equivalent of Andreas.
The story was prominently featured on the front page of the Local Section of The Miami
Herald and was also reported by three Miami television stations and the Associated Press.
Sometimes it doesnt hit me. I had to stop and go, Oh, Im a dad! Its wonderful, said
Labbe, who works in the computer industry. Theres so much more to experience and
every day its something new.
Yasin, who has been involved in many high-risk deliveries, including nearly all the births
to transplant patients at J ackson, said Engebretsen experienced none of the serious
complications during pregnancy and delivery by Cesarean section she had read about,
probably because she was not on any anti-rejection medications.
We dont want to send the message that liver transplant recipients have easy pregnancies,
but it was for Trine, said Yasin, director of obstetrics and patient safety at the Womens
Hospital Center at J ackson and OB/ GYN vice chair at the Miller School. The fact that she
had the transplant at a very young age made my life easier.
With her husband at her side and her newborn son in her arms, Engebretsen expressed
gratitude to donor families who make it possible for her and other transplants recipients
to have their own family.
I just like to show our donor families that we are caring for their generosity and trying to
make the most of the gifts we have been given, she said.
Page 2 of 2 Pair of Liver Transplant Recipients Welcome Their Baby | Miller School of Medicine | U...
8/24/2011 http://med.miami.edu/news/pair-of-liver-transplant-recipients-welcome-a-babyand-history
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Home Briefing Room Presidential Actions Proclamations Search WhiteHouse.gov
The White House
Office of the Press Secretary
Pr es id en t ia l Pr ocla m a t ion --50 t h An n iver s a r y of t h e Pea ce Cor p s
50TH ANNIVERSARY OF THE PEACE CORPS
BY THE PRESIDENT OF THE UNITED STATES OF AMERICA
A PROCLAMATION
In 1961, President John F. Kennedy signed an Executive Order establishing the Peace Corps, forever changing the
way America sees the world and the world sees us. Today, one of President Kennedy's most enduring legacies
can be found in the over 200,000 current and returned Peace Corps Volunteers who have collectively given over a
half century of service to the cause of peace. On its 50th anniversary, the United States Peace Corps remains an
enduring symbol of our Nation's commitment to encouraging progress, creating opportunity, and fostering mutual
respect and understanding throughout the world.
Over the past five decades, Peace Corps Volunteers have served in nearly 140 countries, bringing a wealth of
practical assistance to those working to build better lives for themselves and their communities. From the first
group of volunteers to arrive in Ghana and Tanzania in August 1961, they have been emissaries of hope and
goodwill to the far corners of our world, strengthening the ties of friendship between the people of the United States
and those of other countries. Living and working alongside those they serve, volunteers help address changing and
complex global needs in education, health and HIV/AIDS, business and information technology, agriculture,
environmental protection, and youth development. With each village that now has access to clean water, each
young woman who has received an education, and each family empowered to prevent disease because of the
service of a Peace Corps Volunteer, President Kennedy's noble vision lives on.
In our increasingly interconnected world, the mission of the Peace Corps is more relevant today than ever.
Returned volunteers, enriched by their experiences overseas, bring a deeper understanding of other cultures and
traditions back to their home communities in the United States. The lasting accomplishments of the Peace Corps
continue to strengthen partnerships with leaders and countries around the world. This year, we also mourn the loss
and pay tribute to the extraordinary life of Sargent Shriver, the founding director of the Peace Corps. The impact of
his decades of public service will echo forever in countless places across the globe that have been touched by the
Peace Corps.
On this anniversary, we honor the men and women from across the country who have carried forward our Nation's
finest tradition of service, and we rededicate ourselves to fulfilling the dream and continuing the work of all those
who aspire and yearn for peace.
NOW, THEREFORE, I, BARACK OBAMA, President of the United States of America, by virtue of the authority
vested in me by the Constitution and the laws of the United States, do hereby proclaim March 1, 2011, as the 50th
Anniversary of the Peace Corps. I call upon all Americans to observe this day with appropriate programs,
ceremonies, and activities that honor the Peace Corps and its volunteers, past and present, for their many
contributions to the cause of global peace and friendship.
IN WITNESS WHEREOF, I have hereunto set my hand this twenty eighth day of February, in the year of our Lord
two thousand eleven, and of the Independence of the United States of America the two hundred and thirty-fifth.
BARACK OBAMA
For Immediate Release February 28, 2011
B L O G P O S T S O N T H I S I S S U E
August 12, 2011 5:23 PM EDT
2011 Super Bowl Champs Visit the White
House
President Obama
welcomed 2011 Super
Bowl champs, the Green
Bay Packers, to the White
House. This event
continued the tradition of recognizing sports
champions for their achievements, both on the field
and in their communities.
August 12, 2011 3:26 PM EDT
Lets Move Faith and Communities Inspires
Fresh Produce for 100 Food Pantries
Ample Harvest, a non-
profit organization, works
to provide fresh produce to
food pantries--diminishing
hunger and improving the
nutrition of American
families at the same time.
August 08, 2011 11:07 AM EDT
Dr. J ill Biden Arrives in Kenya
Dr. Biden travels to a
Kenyan refugee center
where she witnessed
firsthand the effects of the
devastating famine that
has killed more than 29,000 Somalian children in
the past three months
VI EW ALL RELATED BLOG POSTS
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Twitter
Flickr
MySpace
YouTube
Vimeo
iTunes
LinkedIn

En espaol Accessibility Copyright Information Privacy Policy Contact
USA.gov Subscribe to RSS Feeds Apply for a Job


Page 1 of 1 Presidential Proclamation--50th Anniversary of the Peace Corps | The White House
8/15/2011 http://www.whitehouse.gov/the-press-office/2011/02/28/presidential-proclamation-50th-an...

PublicRelationsCampaign(PlanTemplate)
1 2 3 4 5 6 7 8 9 10
Research
(Primary/
Secondary)
Situational
Analysis/Envir
onment
SWOT
GoalObjectives
IdentifySpecific
Publics
/Stakeholders
KeyMessages
(Themes)for
Publics
Strategies
Tacticsto
meet
Objective
(Activities)
Time
Table/Planni
ngCalendar
Resources/Bud
get(Operational
Administrative,
Sponsors
Evaluation/
PotentialRisks
(Crisis)

























INTEGRATED COMMUNICATIONS PLAN
The success of the Census is in our hands. Its up
Its In Our Hands
to each and every one of us to respond and
ensure that our families, friends, and neighbors
respond as well.
Counting everyone in a country as large and diverse as the United States is a significant challenge. To do the
job well requires reaching everyone and persuading them to answer the census, despite myriad forces working
against cooperation. Barriers range from lack of understanding of the census to serious concerns about whether
the government can be trusted with personal information.
To minimize these barriers and maximize participation, the Census Bureau will conduct a massive
communications campaign that includes outreach by an extensive network of partners, paid advertising, public
relations, and Census in Schools.
The campaign draws on the successful partnership and marketing efforts used for Census 2000. It is based on
the simple understanding that greater effort must be expended to reach hard-to-count groups and less effort will
be needed for those who are more inclined to cooperate. To target efforts toward hard-to-count groups, we have
segmented the audience into eight clusters based on mail-back behavior in Census 2000. Five of the clusters are
hard-to-count and will receive the most emphasis. These include: Single Unattached Mobiles, Ethnic Enclaves I
and II, and Economically Disadvantaged I and II. The other three clusters have historically higher mail response
and will receive less emphasis. They include: Advantaged Homeowners and All Around Average I and II (see
Bates and Mulry, 2007). This segmentation will enable the campaign to funnel messaging and resources to
each audience cluster relative to each cluster's propensity to respond.
We will implement a mass media campaign designed to reach as many people as possible and then add specific
programs that further educate hard-to-count communities. The componentspaid advertising, partnerships, and
Census in Schoolsare used selectively to work where they are most effective. Paid advertising provides the
best reach and the ability to get our message to the most people. Partnerships are critical in delivering the
message through trusted community sources. Census in Schools reaches parents through their children and is
especially effective in reaching hard-to-count communities (Census 2000 Summary Results of Individual
Evaluations and ExperimentsAppendix A). Public relations supports all aspects of the census.
CAMPAIGN QUICK FACTS
The Communication campaign will be multitargeted, multimedia, and multilingual. The campaign will:
Target more than 20 population groups.
Speak in at least 19 different languages.
Use traditional media like TV, radio, print, and out of home (bus shelters and billboards), as well as new
(online) and nontraditional (barbershops and beauty parlors, grocery stores) media.
Synchronize with Census mailings and operations.
Build a powerful foundation of mass reach communications with cross-cultural appeal.
Add strong, targeted communications in-culture and in-language to further educate and motivate hard-to-
count populations.
Deploy activities in a cumulative and incremental fashion:
o First, supporting the building, activation and deployment of partnerships.
o Then creating mass awareness, while educating the public.
o Inspiring participation and involvement.
o Culminating in driving action and supporting nonresponse follow-up.
1




THE LANGUAGE PROGRAM: REDUCING BARRIERS TO PARTICIPATION
Language and Accessibility Program for the 2010 Census
Language Questionnaire Telephone
Assistance
Advertising Promotional
Materials
Language
Guides
English X X X X X
Spanish X X X X X
Chinese X X X X X
Tagalog X X X
Vietnamese X X X X X
Korean X X X X X
Japanese X X X
Khmer X X X
Hindi X X X
Arabic X X X
Russian X X X X X
Polish X X X
French Creole X X X
Hmong X X
Laotian X X
Thai X X
Bengali X X
Urdu X X
Other Languages Templates
for partners
at least 43
more
Braille
Large print
TDD program X
Puerto Rico
The Puerto Rico campaign is based on the unique needs of Puerto Rico. Since this is only the second census
that Puerto Ricans are being asked to mail back their forms rather than having an enumerator visit, the
messages will emphasize the need to mail back questionnaires.
9
X
X













WHEN WILL CAMPAIGN ACTIVITIES IMPACT THE PUBLIC?
Partner recruitment and activation and public relations will occur in 2008 and throughout 2009 and 2010. To
help partners ramp up, new partnership materials will be available in January 2009, along with a Partner
Communication area on census.gov where partners can get information and download materials.
By January 2009, the Online Newsroom will help journalists get the 2010 Census in the news and increase
the saturation of the Census message through interesting stories and events.
Census in Schools will contact educators in April 2009 so that teachers will have materials to use in their
classrooms by Fall 2009.
To create immediate and broad awareness, national and local television and radio advertising along with
online media will begin in January 2010. National and local print and outdoor advertising will begin in
February. Heavy advertising will continue through March and April to drive high levels of response to the
Census questionnaire.
All of these activities will peak during the mailings of the questionnaires and related materials:
Early MarchAdvance letter to alert the public that the questionnaire is coming and that it needs to be
filled out and mailed back
March 15Census questionnaires are delivered to 130 million housing units
Late MarchReminder post card urges participants to fill out their questionnaires and mail them back
April 6Replacement questionnaires mailed to selected areas to give nonresponding households another
chance to mail back their forms
May 1Nonresponse follow-up begins
10

Mattel: Getting a Toy Recall Right
Editor's Note: Harvard Business School professor John Quelch is debuting a blog on marketing issues at
Harvard Business Online. HBS Working Knowledge is reprinting his first entry, which looks at the
Mattel toy recall.
Mattel has been criticized heavily for having to recall not once but twice in as many weeks 20 million
toys manufactured in China with lead paint and/or loose, potentially dangerous magnets.
Clearly Mattel did not have sufficiently tight quality control procedures in its supply chain to
compensate for the extra risks of outsourcing to relatively new Chinese subcontractors. Clearly there
were design flaws in the toys with the magnets that could come loose.
But Mattel deserves praise for now stepping up to its responsibilities as the leading brand in the toy
industry.
What has Mattel done right?
The CEO has taken personal charge of the situation. He has apologized publicly and taken
immediate steps to tighten quality assurance requirements on Mattel's suppliers. There has been no effort
to duck behind blaming suppliers and distributors or, even worse, consumersas Audi attempted to do
in the famous unintended acceleration recall of the late 1980s.
Mattel is effectively getting the word out about the recall. Among other methods, the company is
using bold red ads on high-traffic Internet sites such as Yahoo.com to find owners of the affected
products and drive them to the Mattel Web site for more recall information. With this approach,
consumers are being empowered to handle the problem themselves rather than clog customer service
desks at Mattel's retail outlets, which would strain Mattel's dealer relations and cost the company extra
dollars in processing fees.
Mattel's recall Web site is a model of excellence. All the affected products are depicted and clear
instructions are provided on how to return recalled products (including downloadable application forms
and shipping mailers), which suggests strong contingency planning.
Where Mattel has fallen short so far is in compensation. Mattel is offering equivalent value coupons
good for other Mattel products in exchange for recalled products. Given the inconvenience caused to
consumers and the need to motivate them to return the affected products, this offer may not be
sufficient.
Ultimately, the success of the recall will be determined by the percentage of affected products that are
Published: August 27, 2007
Author: John Quelch
Page 1 of 2 Mattel: Getting a Toy Recall Right HBS Working Knowledge
7/27/2011 http://hbswk.hbs.edu/cgi-bin/print/5755.html
returned. Anything less than 90 percent within 3 months for a child safety hazard will represent failure.
As long as the 2 recalls to date are the whole of the problem and not the tip of an iceberg, Mattel's brand
reputation should survive. The CEO knows that Mattel's brand trustbuilt up over 62 yearsis at stake,
just ahead of the holiday selling season. And with 80 percent of U.S. toys sourced from China, other
U.S. toy marketers are under equal scrutiny; if similar problems surface at other companies, Mattel may
earn some credit for getting out ahead of the problem.
Have you ever been involved in a product recall, either as a consumer or as a marketer? What do you
think is important or not important to drive Mattel to as close to 100 percent success in "reverse
marketing" its recalled products?
About the author
John Quelch is Senior Associate Dean and Lincoln Filene Professor of Business Administration at
Harvard Business School.
Copyright 2011 President and Fellows of Harvard College

Page 2 of 2 Mattel: Getting a Toy Recall Right HBS Working Knowledge
7/27/2011 http://hbswk.hbs.edu/cgi-bin/print/5755.html
PR Students----See if you can Identify the 5 Ws in this electronic Press ReleaseCircle

Miami Dade Colleges Miami Culinary Institute and Natural Greenscape Celebrate
Opening of Organic Edible Garden

Miami, June 27, 2011 - Things are cooking and growing at Miami Dade College s (MDC) Miami
Culinary Institute (MCI) since it will celebrate the grand opening of its organic edible garden at
10 a.m. Thursday, July 14. Created on approximately a one-third of an acre site by Natural
Greenscape, this living pantry provides the MCI with a perfect blend of technology,
sustainability, and world-class education.
MCI students will perform the first harvest of the organic garden, whic h will be used in the daily
menus for the MCI Caf, Alphabite Food Truck and the college s innovative new restaurant
concept, which will open in the fall.
The organic edible garden articulates MCI s curriculum and entrepreneurial spirit through a
strategically designed and executed ecosystem of sustainable plantings. The fruits, vegetables
and herbs grown here will be used by culinary students in their classes, in the Institute s caf and
eventually, in MCI s soon-to-open world-class restaurant. In accordance with certified organic
farming methods, the Institute is committed to a seed to table to soil program by recycling
waste and appropriate refuse into nutrient-rich compost that will be returned to the garden to
condition and fertilize the soil, creating a truly self-sustaining environment. The garden also
demonstrates the MCI s commitment to using locally grown products from the new garden and
also local growers.
The unique garden design by Natural Greenscape, a South Florida eco-friendly organization
rooted in organic farming and edible landscapes, welcomes students and visitors into its
inspirational ambiance via a walking path that extends past intimate picnic tables and
benches.
The MCI officially opened to lots of fanfare, community support and accolades earlier this year
providing the only regional public option for culinary studies and a curriculum totally steeped
and rooted in sustainability. In its state-of-the art and green building, it provides dynamic
programming for students, enthusiasts and the workforce in the restaurant and hospitality
industries.
Grand Opening of the Miami Culinary Institute Organic Garden
WHEN: Thursday, Jul. 14, 10:00 AM - 11:00 AM
WHERE: Immediately west of Building 7, at the corner of NE First Ave. and 6 Street
For more information, please call 305-237-3276, or visit www.miamidadeculinary.com.

Media-only contacts:
Juan Mendieta, 305-237-7611, jmendiet@mdc.edu, MDC communications director
Tere Estorino, 305-237-3949, testorin@mdc.edu, MDC media relations director
Sue Arrowsmith, 305-237-3710, sue.arrowsmith@mdc.edu, media specialist
Tarnell Carroll, 305-237-3359, tcarroll@mdc.edu, media specialist
Natural Greenscape media contact: Diane Sugimoto, 305-814-7988, or
info@NaturalGreenscape.com.
SAMPLE FACEBOOK PRESS RELEASE
Ul t r a Musi c Fest i val 2011 - Of f i ci al Phase Two Pr ess Rel ease

by Ult ra Music Fest ival on Tuesday, February 1, 2011 at 11: 57am
ULTRA MUSI C FESTI VAL
THE FI RST MAJOR U.S. MUSI C FESTI VAL OF 2011
ANNOUNCES SECOND PHASE LI NE-UP

DURAN DURAN, UNDERWORLD, ARMI N VAN BUUREN, MOBY, KASKADE,
ERI CK MORI LLO (LI VE), WI LL.I .AM, THE DI SCO BI SCUI TS,
SASHA (VORTEK LI VE), AVI CI I AND MORE ARE ADDED TO THE BI LL

The first maj or U.S. music fest ival of 2011--ULTRA MUSI C FESTI VAL (UMF)--which t akes place March 25, 26 & 27 at
Bicent ennial Park in Miami, FL--has announced t he second phase of it s line-up. Joining headliners Tist o, deadmau5, The
Chemical Brot hers, David Guet t a, Carl Cox and Empire of t he Sun are exclusive performers Duran Duran, Underworld, Armin
van Buuren, Moby, Kaskade, Erick Morillo (live), will.i.am, Sasha (Vort ek live), The Disco Biscuit s, Avicii, Fedde Le Grand,
ATB, Scream! & Benga, The Glit ch Mob, Fake Blood and more.
Appearing for t he first t ime ever at t he ULTRA MUSI C FESTI VAL are Duran Duran in support of t heir Mark Ronson-produced
13t h st udio album ALL YOU NEED I S NOW (which will be out March 22 on S-Curve Records). Like UMF alumni performers
The Cure, The Killers and Black Eyed Peas, Duran Duran have long been t railblazers in crossover dance and pop.
Also new t o t he fest ival as it expands for t he first t ime as a t hree-day event t his year is t he addit ion of Armin Van Buurens
A St at e Of Trance 500 area on Sunday, March 27. Named aft er his ext remely popular int ernat ionally syndicat ed radio show,
van Buuren will be j oined by t it ans of t he t rance genre Ferry Corst en, ATB, Garet h Emrey, Sander Van Doorn and more. I n
addit ion, t his years UMF marks t he debut of live shows by Erick Morillo and Sasha (Vort ek).
The complet e line-up for ULTRA MUSI C FESTI VAL by day and per st age t o dat e is:
Friday, March 25: Main St age: Tist o, Duran Duran, Pendulum (live), Erasure, Benny Benassi, Fedde Le Grand, Tinie
Tempah, Dada Life, Dimit ri Kneppers, Cat o K. Live St age: Ryksopp, Trent emller, STS9, Cart e Blanche, Designer Drugs,
Must ard Pimp Carl Cox & Friends: Carl Cox, Laurent Garnier, Loco Dice. Mid Park Tower: Avicii, Mart in Solveig, Roger
Sanchez, Chris Lake, Sidney Samson, Cedric Gervais, Funkagenda, Rodrigo Viera. Root Society Dome: Joachim Garraud, Jefr
Tale, LA Riot s, Harvard Bass, St ripe, Elit e Force, Jelo, Rob G, Elect ric Soulside.

Sat urday, March 26: Main St age: deadmau5, Underworld, Armin Van Buuren, Kaskade, Afroj ack, Avicii, Sander Klienenberg
(live), Hernan Cat t aneo, Sunnery James/ Ryan Marciano, Jerome I sma AE, Riot gear. Live St age: Empire of t he Sun, Cut
Copy, Sasha (Vort ek live), Boys Noize, St eve Aoki, Simian Mobile Disco (live), The Klaxons, Mr. Oizo, Bag Raiders,
Conspirat or. Carl Cox & Friends: Carl Cox, Moby, Fedde Le Grand, Jors Voorn, Yousef. Mid Park Tower: Rusko, Scream +
Benga, Andy C & MC Q, NERO, Excision & Dat sik, Feed Me, Goldie, Fresh, Net sky, Toddla T & Red Light . Root s Societ y
Dome (Dirt ybird Records Showcase): Claude Vonst roke, Just in Mart in, J. Philip, Christ ian Mart in, Wort hy / Mowgli, Det roit
Grand Pubahs, Elio Riso, Remo, Donald Glaude, Filt hy Rich.

Sunday, March 27: Main St age: The Chemical Brot hers (live), David Guet t a, Erick Morillo (live), will.i.am, Laidback Luke,
Wolfgang Gart ner, Gui Borat t o. Live St age: Cryst al Cast les, The Disco Biscuit s, MSTRKRFT, Chromeo, CSS, Fake Blood,
Hybrid (live), Subfocus (live), ! ! ! , Afrobet a. A St at e of Trance 500: Armin van Buuren, Ferry Corst en, ATB, Garet h Emery,
Sander Van Doorn, Alex M.O.R.P.H., Cosmic Gat e, Marcus Schossow. Mid Park Tower: The Glit ch Mob, Skrillex, The
Gaslamp Killer, 12t h Planet , Dieselboy, Super Mash Bros., Daedelus, Ed Rush & Opt ical, Drop The Lime/ AC Slat er, Kill The
Noise, Plast ician. Root Societ y Dome: Dada Life, Congorock, Alex Guadino, John Dahlback, Pleasurekraft , St eve Port er,
Remady, Will Bailey, Hat iras, Lazy Rich.
Three-day combo t icket s are now available for * $219.95 wit h VI P t hree day t icket s for * 499.95 for a limit ed t ime via
www.ult ramusicfest ival.com.
About ULTRA MUSI C FESTI VAL:
As t he worlds most famous out door elect ronic music event , UMF has won Best Music Event by t he I nt ernat ional Dance
Music Awards (I DMA) from 2005 - 2010, Best I nt ernat ional Dance Music Fest ival by t he I biza DJ Awards in 2008 and Best
Fest ival by t he Village Voice Media New Times consecut ively five years running from 2005 t hrough 2009. Originally creat ed
as a pure EDM (elect ronic dance music) fest ival in 1999, UMF has grown t hrough t he years t o present not only t he genres
hot t est , biggest and best headline art ist s (The Prodigy, The Chemical Brot hers, Tist o, deadmau5, David Guet t a,
Underworld, Moby, Fat boy Slim, Carl Cox, Paul van Dyk, Armin Van Buuren, Erick Morillo, and Paul Oakenfold, t o name a
few), but also crossover headline bands t hat incorporat e EDM element s in t heir music and have a hist ory or new beginning
in t he EDM communit y and cult ure (The Cure, The Killers, The Black Eyed Peas, Sant ogold, The Ting Tings, The Bravery). I n
2010, UMF was recognized as t he fourt h Top Grossing Concert by Pollst ars mid-year issue and saw more t han 100,000
at t endees coming from 68 count ries and t errit ories and all 50 U.S. st at es and Puert o Rico. I n addit ion t o t he annual Miami
fest ival, UMF cont inues expanding int ernat ionally t his year wit h UMF I biza and UMF Brasil in Sao Paulo on November 6. The
sold-out fest ival feat ured Fat boy Slim, Carl Cox, Moby, Above & Beyond and more. I n 2010, UMF had it s most successful
year wit h t wo sold-out days drawing over 100,000 people, feat uring more t han 350 int ernat ional leading elect ronic music
performers, DJs and cut t ing-edge bands alongside Miami regional art ist s. Wit h t he cont inued support of t he biggest art ist s
in t he world, UMF is leading t he charge of what s hot in live music for Nort h American fest ivals as t he first maj or U.S.
fest ival of t he year.
Fans of UMF can wat ch a preview video for t he t hree-day fest ival here: ht t p: / / vimeo.com/ 17834483
* Price does not include service charges, st at e t axes and fees.
www.ult ramusicfest ival.com
www.facebook.com/ ult rafanpage
www.t wit t er.com/ ult ramusic

Sonias Sweet Temptations Sponsors First Multiple

Sclerosis Tyke Ride.

Under the Cupcakes for a Cause banner, local baker will provide
hundreds of free cupcakes to Zimmerman MS Bike Ride Families

For Immediate Release
Contact: Wanda Colon (wandacolon@comcast.net (305) 528-6263)

Hollywood, FL., May 6, 2011 The MS Bike MS Ride 2011 will take place
on May 14, 2011 at the Homestead-Miami Speedway and will come with a
very sweet sponsorship. Sonias Sweet Temptations, also popular known
as Sonias Cupcakes, will be one of the sponsors of the event, making
available for free hundreds of delicious cupcakes to the kids and families
participating in 25
th
anniversary MS Bike Ride. As a family-owned company
and part of Miami and Broward county communities, Sonias Sweet
Temptations advocates the fight against multiple sclerosis and believes
that supporting the MS ride is but one part of a the larger movement to free
world of multiple sclerosis.

At the Homestead Speedway, Sonias Cupcakes will set up in a special

booth where the proprietors, the Colon sisters Sonia, Wanda and Ileana
will be distributing free gourmet vanilla almond, chocolate delight, and
red velvet mini cupcakes, just some of the delicious flavors the small
company is known for.

The three sisters will also be joined by young volunteers and college
students to help them provide well needed carbs for young first-time riders
doing the five- to 10-mile ride for MS. We believe that with a small help,
kids can learn how important it is to help others. For us, it is not only
important to physically being present to support this particular event, it is
also important to be a part of the national movement that supports people
with the disease, said Sonia Colon.

About Sonias Sweet Temptations:
Three Jersey girls, Sonia The Baker, Wanda The Entrepreneur and
Ileana The Philanthropist, came together to launch South Floridas
sweetest temptations, melt-in-you-mouth cupcakes by Sonias Sweet
Temptations. The cupcakes are fresh, tasty and meld well with the palates
of connoisseurs or kids. The trio is following in the entrepreneurial spirit of
their father who, in 1977, started an ice cream truck business and created
his own secret recipe for coconut ice cream, which he sold throughout the
diverse neighborhoods of South Jersey.

Since 2006, in the spirit of sisterhood and giving back to good causes,
Sonia began baking chocolate cupcakes in Hallandale, FL to support her
sisters efforts to raise funds and ride in the MS150 Bikeathon Key
Largo. The sisters continue to give back through charitable events like the
United Way Campaign, Multiple Sclerosis Bike-a-thons, American Cancer
Society Bikeathon, Livestrong and Tour for Cure Bikeathons. Sonia
helped raise hundreds of dollars for these causes with her creative cakes.
Now that what started as a hobby has grown into a successful business,
the sisters have vowed to continue sharing part of the proceeds of their
cupcake business for causes dear to their hearts.

For more information visit: http://www.soniascupcakes.com

From: "Jennifer Jones" <Jennifer.Jones@fls.nmss.org>
Date: July 6, 2011 12:00:27 PM EDT
To: <sonia@soniascupcakes.com>
Subject: MS Women's Retreat
Good afternoon Sonia.

I dont know if you will remember me but I had the opportunity to meet you and taste your
delicious cupcakes at the MS Kids Bike ride in May. Your cupcakes were a huge success and
are still talked about in the office by the MS staffers.

Each year we host a Womens Retreat for Women with MS in South Florida. This year marks
the 12th annual South Florida MS Womens Retreat. The Womens Retreat is the most
anticipated client program of the year. Women from all over Southeast and Southwest Florida
travel for this special weekend. For some it is the only getaway they have all year. Workshops
will address areas of medicine, nutrition, relaxation, exercise, and other forms of healthy
living. In addition to educational seminars, emphasis will be placed on pampering opportunities,
such as facials and massages; and plenty of downtime for relaxing, socializing and sharing of
experiences.

The theme for this year is Whimsical Womens Retreat, we are hosting a tea party on Saturday
afternoon, July 30
th
, for the ladies with key note speaker and author of the book 29 Gifts, Cami
Walker. I want to ask if you would be interested in donating cupcakes to serve at our tea party
for approximately 180 women. We provide the women with goodie bags upon arrival and would
be happy to place inserts for advertising Sonias Cupcakes, as well as a tax deduction letter for
your donation.

Thank you for considering our request and all that you do to support the South Florida Chapter
of the MS Society! I look forward to hearing from you.


Jennifer Jones
Program Coordinator

National Multiple Sclerosis Society
South Florida Chapter
3201 W Commercial Blvd., Suite 127
tel +1 954 731 4224 ext 2041
fax +1 954 731 4046

BOARD OF DIRECTORS
AUDREY RING
AUTONATION
RAYMOND DE LA FEUILLIEZ
JAMES A. CUMMINGS, INC.
CARLA ALBANO
ALTERNATIVE HOME HEALTH CARE
ARLENE PECORA
SIGNATURE GRAND
STUART ROSENFELDT
ROSENFELDT &BIRKEN, P.A.
JOSETTE VAN PUTTEN
NORTHERN TRUST BANK
MARY RIEDEL
WOMEN IN DISTRESS
BLAIR ADAMS
ADAMS LAROCCA
CINDY BASHAM
HOLLAND &KNIGHT, LLP
MARCIA BARRY-SMITH
BANKATLANTIC
ANJALI BESLEY
BANK OF AMERICA
SANDY BENZ
MEMORIAL HEALTHCARE SYSTEM
JANET A. BOYLE
COMMUNITY VOLUNTEER
KIM FEELEY
WIDA
HOWARD M. GITTEN
EDWARDS ANGELL PALMER &DODGE
LLP
DAVID GUZMAN
WACHOVIA,
A WELLS FARGO COMPANY
TOM HARRINGTON
FORT LAUDERDALE POLICE DEPT.
HAL HERMAN
WORTH INTERNATIONAL MEDIA GRP
KIM MILLER
POLLO TROPICAL
FATIMA PEREZ
AKERMAN SENTERFITT
DR. IRVING ROSENBAUM
NOVA SOUTHEASTERN
JUDY THIEL
COMMUNITY VOLUNTEER
PHYLLIS THOMAS
COMMUNITY VOLUNTEER

July 2011




Dear Friend,


Women In Distress of Broward County, Inc. is pleased to announce that the 13th Annual
SAFEWALK-RUN 5K presented by Pollo Tropical will take place on Saturday, October 29, 2011 at
Markham Park in Sunrise, Florida. Chaired by Those Two Girls in the Morning, Tamara G. and
Julie Guy of 97.3 The Coast and with the Miami Dolphins Cheerleaders as celebrity guests, the
SAFEWALK-RUN 5K is our largest annual event. Over 1,200 walkers and runners come together to
raise awareness about the serious issue of domestic violence, as well as raise funds for our
programs and services.


You can help us reach our goal of raising $130,000 to provide critical services to those who flee
from abusive relationships by participating in our Vendor Village. All funds raised help ensure
there is a safe haven and free services such as emergency shelter, crisis hotline, and counseling for
victims of domestic violence and their children.

This year we are pleased to add a new component to the event: a special registration type for
mans and womans best friend dogs! All funds raised through this $10 registration fee will go to
help build our new Pet Kennel, which will provide a safe place for the pets of domestic violence
victims who reside at the Women In Distress Jim and Jan Moran Family Center.


According to the FBI, 1 in 3 women in the U.S. will be a victim of domestic violence in her lifetime
this statistic is staggering. Your support is crucial in helping Women In Distress continue to help
save lives. As the only nationally-accredited, state-certified full domestic violence center serving
Broward County, Women In Distress answers the call of those in need. At the same time, we
provide education in schools, businesses, and other organizations to more than 75,000 individuals
annually on how to stop the cycle of abuse.

With your participation in Vendor Village, you can help provide the necessary funds for Women In
Distress to continue to provide these services and community outreach. At the same time, the
marketing exposure for your business is significant thousands of potential customers will see that
your company is commited to helping families in our community. The dollars spent to participate in
Vendor Village will benefit your company by providing exposure through marketing efforts, web
exposure, logo placement, event visibility and more. In addition to helping keep families safe -
your business will benefit from supporting the SAFEWALK-RUN 5K.


Thank you for considering our request a Vendor Village spot. Also, we hope you will consider
participating in the event by forming a team. If you have any questions, please contact
Development Coordinator Madelyn Reus at mreus@womenindistress.org or (954) 760-9800
Ext.1244

Together, we can take a step to end domestic violence!

Sincerely,

Mary Riedel

Mary Riedel
President and CEO


presented by
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Vendor Village Packet
About SAFEWALK
ABOUT SAFEWALK
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VENDOR VILLAGE OBJECTIVE

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EVENT INFO:
Where: Markham Park
Sunrise, FL
When: Saturday
October 29
2011
Time: Race Start
7:30am
VENDOR
DEADLINES:
Sep. 15
2011:
Oct. 15
2011:
Logo inclusion
on T-shirts & goody bag
inclusion
Goody bag
inclusion
YOUR IMPACT
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VENDOR REGISTRATION FEE:

$150.00 if register by 9/15
Includes:
- Reserved vendor space

- Company Logo on t-shirt
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no inclusion on t-shirt)
$150:
shelter for an individual
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Vendor Village Form
SPONSOR INFORMATION
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PAYMENT INFORMATION
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Your gift is tax aeauctible as allowea by law. A copy of the ofhcial registration ana hnancial information may be obtainea from the aivision of consumer
services by calling toll-free (800.435.7352) within the state. Registration aoes not imply enaorsement, approval or recommenaation by the state. Registration
Number CH515.

Vendor
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Vendor
A
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Please indicate whether you are Vendor A or Vendor B below:
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Saturday, August 6th from 10am to 6pm
Sunday, August 7th from Noon to 6pm
Brooks Patio Furniture
9775 South Dixie Highway
Miami, Florida 33156
RAIN OR SHINE... It's INSIDE!
100% of the proceeds
of this Yard Sale will benefit
Save Our Sisters, DBT, Inc. (75%) and
Susan G. Komen for the Cure (25%)
(Miami/ Ft Lauderdale Affilitate)
A new twist on our already famous Yard Sale,
this will be held INDOORS!
Please stop in and visit us for this fundraising event!
Find yard sale treasures, learn more about our team or just have some fun with us.
Make a donation to receive special discount shopping vouchers for
a new patio purchase from Brooks Patio Furniture.
Donations for Discounts will run through August 14, 2011
For more information contact Info@TeamSOSMiami.com
www.TeamSOSMiami.com