Andrea Gils - Writing Samples by Andrea Gils

WRITING SAMPLES

Andrea Gils

Sample #1 DEBRIEF Piece: Blog Post Headline: Public Speaking Tips: 10 Keys to an Engaging Speech Publication: BurrellesLuce - Fresh Ideas Blog Date of Publication: October 19, 2014 Summary: Virgil Scudder, public relations veteran and president of Virgil Scudder and Associates shared the 10 keys to succeed in public speaking during his session in the 2014 Public Relations Society of America International Conference, which took place October 12-14 in Washington, D.C. “We all get butterflies before performance. The key is to get the butterflies to fly in formation.” – Virgil Scudder, president, Virigil Scudder and Associates, LLC.

Writing Samples - Andrea Gils

ÂŠ 2014 Andrea Gils

Writing Samples - Andrea Gils ÂŠ 2014 BurrellesLuce

Sample #2 DEBRIEF Piece: Blog Post Headline: How to Manage Your Digital Footprint in College Publication: USA Today College Date of Publication: June 25, 2013 Summary: Students new to the college life are eager to share their thoughts and photos of the last party they went to on the weekend. But when these students are ready to graduate and looking for a job, they may realize they need to do some social media clean up. This article gives you an insight on how to take care of your digital footprint and what to do and not to do with your online brand. This story was published as a result of an email pitch to USA Today College.

Writing Samples - Andrea Gils ÂŠ 2014 Andrea Gils

Writing Samples - Andrea Gils ÂŠ 2013 USA Today

Sample #3 DEBRIEF Piece: Soft News Article Headline: Celebrity Endorsements Prove Highly Effective Publication: Public Relations Student Society of America - FORUM Date of Publication: Fall 2013 Summary: This article talks about how celebrity endorsements can be a useful tool to boost sales, strengthen brand credibility and connect consumers in a unique and credible way. The article focuses on Ketchum’s celebrity endorsement implementation in the PRSA Silver Anvil Award-winning campaign “Rock n’ Advil Stories.”

foRum

AGEnCy

CONTINUED FROM PAGE 1 “Because I’ve only had experiences with agencies, I might be a little biased, but I definitely think it’s a great place to start out because you are forced to learn quickly in order to keep up,” Spasoff said. While many careers in public relations have a fast-paced, unpredictable playing field, agency work is notorious for this. Some of Spasoff’s current responsibilities include media monitoring, researching for

ConFErEnCE

CONTINUED FROM PAGE 1 plate with Michael Preston and Rebecca Timms of the Philadelphia 76ers, Bonnie Clark of the Philadelphia Phillies and Kevin Saghy of the Chicago Cubs as they give the inside scoop on the inner workings of sports public relations. Attendees can also learn the ins and outs of crisis management with Rae Bazzarre and Katherine McLane of the LIVESTRONG Foundation. Special topic sessions include: personal branding with JRMComm president Jason Mollica, striving for work-life fit with David W. Ballard, PsyD of the American Psychological Association and Bey-Ling Sha, Ph.D., APR of San Diego State University, and a “Juggling: Life at an Agency” panel with recent PRSSA graduates. These presenters, along with many others,

Fall 2013 | Volume 46, Issue 1 | www.prssa.org/FORUM campaigns and new business and strategic writing. The pros? “You don’t get bored because every day is different,” Spasoff said. But of course, there are some drawbacks. “You may plan to get something done one day but then something else pops up that calls for your immediate attention,” Spasoff said. She added, “If you like consistency, agency public relations might not be the place for you.”

will share their professional tips and tricks with attendees. Don’t forget – PRSSA attendees will also have the opportunity to attend the General Sessions of the PRSA International Conference (located across the street from the PRSSA Conference hotel). This year’s General Session presenters include new media expert Brian Solis; the first AfricanAmerican combat pilot, Vernice “FlyGirl” Armour (now an author and founder and CEO of VAI Consulting and Training, LLC); and John Wood, founder and board co-chair of Room to Read. The professional development workshops will complement the numerous opportunities for attendees to network and collaborate with experienced professionals as well as other PRSSA members. The Conference Committee is organizing “The Ivy Lee Club Opening

nonproFIT

CONTINUED FROM PAGE 1 personal interest or passion. As a remote intern for HSUS, McFadden has worked on a variety of projects, including pitching and monitoring media, compiling a feature regarding state directors and many writing projects. “It’s my job to get news outlets and reporters to cover what the HSUS is doing. Whether it’s passing a new bill in legislation or hosting an event to save turtles, it’s my job to get reporters to talk about it and, ultimately, to get Night Celebration” to welcome all PRSSA attendees and the “A Step Forward: Innovating the Future Awards Ceremony and Dinner” on the last night of the Conference to celebrate the achievements of PRSSA’s outstanding Chapters and members. In addition to all that National Conference has to offer, the city itself presents several exciting opportunities as well. Founded by William Penn in 1682, the city of Philadelphia is the second largest city on the East Coast and one of the oldest and most historic places in the nation. Philadelphia, once the capital of our country, has served as the sources of many of our country’s innovations and advancements in both the past and present (including serving as the home of several Fortune 500 companies). Attendees can also take advantage of opportunities to explore Philadelphia’s endless array of culture, art, food

people to care,” McFadden said. The benefits and drawbacks of nonprofit public relations go hand-in-hand: it’s easy to become attached to the cause you are working toward and therefore, easy to make your job more personal. For those that choose this career path, the potential to make a difference outweighs the cost of emotional attachment. “You feel as though your work is a component of achieving a ‘greater good’ and that you’re serving a higher purpose,” McFadden said.

and history. The countless opportunities to engage in the dynamic community of public relations at National Conference combined with the incredible history that Philadelphia possesses will help guide attendees towards the path of success. There is always room for more personal and professional growth and the PRSSA 2013 National Conference will provide participants with a well-rounded arsenal of professional skills, a personal sense of achievement and fond memories that will last a lifetime.Be sure to register by the deadline of September 24 to reserve your spot at this sure-to-be memorable event! Be sure to register by the deadline of September 24 to reserve your spot at this sure-to-be memorable event!

Celebrity Endorsements Prove Highly Effective Tool Can Boost Sales and Strengthen Brand Credibility by AnDrEA GIlS Southeast Missouri State In an open editorial on PR Moment.com, an online magazine, Immediate Past Chair and CEO of PRSA Gerard Corbett, APR, Fellow PRSA said that one of the most effective ways to get the public’s attention is by wordof-mouth marketing, especially when those words come out of a celebrity’s mouth. “Overt product endorsements by pop culture icons, or even something as seemingly innocuous as their wearing a certain designer or carrying a particular bag, can generate enormous public attention and translate into huge product sales,” Corbett said. Celebrity endorsements not only boost sales, but they also strengthen a brand’s credibility, building trust and affinity between the brand and its publics. Celebrities make brands appealing to specific target audiences and create a connection with consumers. Whether they’re “brand

ambassadors,” “brand champions” or “brand fans,” celebrity endorsement is a tool that public relations agencies frequently use as part of their campaigns. Ketchum’s implementation of celebrity endorsement in their PRSA Silver Anvil Awardwinning “Rock ‘n’ Advil Stories” campaign is just one example of how agencies use this tool. According to Megan Malley, the Advil account supervisor at Ketchum, the agency’s core Advil team worked with Ketchum Sports and Entertainment and Pfizer’s Consumer Healthcare team to create a campaign that showcased Jon Bon Jovi’s and Regis Philbin’s real pain stories. “The focus of this campaign was not to tell the celebrity story but the ‘real people’ story, so we needed to find celebrities that were appealing to consumers as well as relevant, given the timing, and that were natural to the brand,” Malley said. Vice president of CoynePR Deborah Sierchio said in a white paper that there are five key attributes to seek in potential

endorsers: trustworthiness, expertise, attractiveness, respect and similarity to the target audience (TEARS). Apart from the TEARS model, Sierchio said that one should check the celebrity’s background, ensure there are no conflicts with competing or similar brands and research media appeal, newsworthiness and relevance, the celebrity’s willingness to endorse and his or her worth, according to the company’s budget. Malley said that if Ketchum could leverage an opportunity to create relevance and surprise, the campaign could be engaging for consumers. At the time, Philbin had announced that he was leaving “Live! With Regis and Kelly,” so Philbin’s departure became the relevance factor. In addition, Bon Jovi’s adherence to the campaign marked his first verbal product endorsement, which served as the surprise factor that Ketchum was looking for. According to PRSA’s case study on the Rock ‘n’ Advil

Stories campaign, showing spokespeople in real pain situations allowed consumers to emotionally connect with the celebrities. Ketchum measured Bon Jovi’s and Philbin’s celebrity appeal and discovered high name recognition and likeability for both spokespeople. As a result of this campaign, dollar sales increased by more than five and seven percent compared to the previous year, after Philbin’s and Bon Jovi’s announcements respectively. Celebrities not only can have a positive effect on a campaign, but they also can also result in a marketing failure. Substantial research and planning are vital in finding the right celebrity whose personality matches the brand’s, who will best represent the brand and who will best relate to the brand’s audiences. Malley said, “Taking the extra time to make sure you that you have all the information makes your program that much stronger, and I think that this [campaign] was a perfect example of that.”

CorporATE

CONTINUED FROM PAGE 1 In her experience, “Throughout college and PRSSA, everyone has been speaking so highly of agency life that I essentially forgot about corporate public relations,” Moegenburg said. However, her time at Kohler has already swayed her interests. “If you would have asked me a few months ago [if I planned to pursue a career in corporate public relations], I would have been extremely hesitant to say yes. Ask me today, and my answer would be completely different,” Moegenburg said. “I will certainly pursue positions in corporate public relations now that I’ve been exposed to it.” One benefit of working for Kohler is Moegenburg’s ability to work with a project from start to finish, which is typically unique to in-house positions. Working in-house can also give public relations professionals the ability to become a subject matter expert and build meaningful relationships with relevant media contacts, which is not always the case with agency or nonprofit work. Take it from a professional “If you’re not sure what route you want to take – agency, in-house, or nonprofit – then try to get an internship in each area. This will allow you to explore each and determine what best fits,” Brad Kostka said. “Plus, it looks great on a résumé.” Kostka is the senior vice president of integrated communication agency Roop & Co. He formerly served as president of the Greater Cleveland Chapter of PRSA. Although Kostka currently works in an agency setting, he previously held an in-house position as Championship Coordinator for the 1996 U.S. Senior Open and has contributed to nonprofit clients through internship and pro-bono positions, including United Way and March of Dimes. Throughout his experience, Kostka noted three professional strengths that brought him success: writing, curiosity and organization. Writing and organizational skills serve as a virtual precursor to entry into the public relations world, but curiosity may be brought up less often. According to Kostka, “Curiosity is important in an agency because one must be a jack of all trades but a master of none of them. It’s about learning enough to serve the needs of your many clients.” “One of the great things about pursuing a career in public relations is that it allows you to follow your passion – whether it’s business, the arts, politics, healthcare, sports or another avenue,” said Kostka. “Doing so will ultimately lead you to happiness and success in your career.”

Sample #4 DEBRIEF Piece: Feature Article Headline: Five Ethical Missteps of Young Professionals Publication: Public Relations Student Society of America - FORUM Date of Publication: Spring 2013 Summary: This article addresses the most common mistakes that new professionals in the public relations field make. Sources include members of PRSAâ&#x20AC;&#x2122;s Board of Ethics and Professional Standards. This articles aims to aid young professionals and current public relations students on how to avoid ethically compromising situations as well as ways of resolving ethical conflict in the professional world.

Writing Samples - Andrea Gils ÂŠ 2014 Andrea Gils

Writing Samples - Andrea Gils ÂŠ 2013 Public Relations Student Society of America

Sample #5 DEBRIEF Piece: Hard News Article Headline: Study: Southeast faculty, staff paid less than at other similar universities Publication: Southeast Missourian Date of Publication: October 14, 2013 Summary: Southeast Missouri State University paid an external consulting company, J.W. Terrill to carry out a salary equity study. After reading the findings and recommendations of J.W. Terrill, I wrote this article addressing how each employee group at Southeast was paid, what J. W. Terrill found with its focus groups and how the university’s administration would address the inequities identified. This article was originally published in the Arrow, student-run newspaper at Southeast, but was also published on the Southeast Missourian. The article appeared on the Southeast Missourian’s front page of the Monday print edition and as a top 5 news story online. The online Southeast Missourian article generated 11 responses from readers. The article published in the Arrow was among the top 10 most viewed stories of the semester and top 20 of the academic year 2013-2014. Writing Samples - Andrea Gils © 2014 Andrea Gils

Writing Samples - Andrea Gils ÂŠ 2013 Rust Communications

Sample #6 DEBRIEF Piece: Press Release Client: Office of International Education and Services Southeast Missouri State University Headline: Southeast Highlights Cultural Diversity with International Education Week Events Date of Publication: November 12, 2014 Summary: This press release announces the celebration of International Education Week which is a series of events organized by the Office of International Education and Services to celebrate diversity and multicultural understanding. The story earned coverage on the universityâ&#x20AC;&#x2122;s website and newswire as well as Southeast Missourian and Arrow newspapers.

Writing Samples - Andrea Gils ÂŠ 2014 Andrea Gils

FOR IMMEDIATE RELEASE Contact: Suzanne Omran Assistant Director, International Programming Office of International Education and Services Phone: (573) 986 – 6863 Email: somran@semo.edu Southeast Highlights Cultural Diversity with International Education Week Events CAPE GIRARDEAU, Mo., Nov. 12, 2014 – Southeast Missouri State University will celebrate the cultural diversity of the campus where more than 1,000 international students representing more than 55 countries are studying this fall during International Education Week Nov. 17-21. Southeast’s growing diverse campus population exemplifies the range of ethnicity, race and origin that Americans continue to see increasingly represented in the United States. International Education Week (IEW) will be celebrated with 10 events throughout the week at multiple locations across the campus in conjunction with the efforts of several Southeast offices and academic departments. IEW is a joint initiative by the United States Department of State and United States Department of Education which began in 2000 and takes places in more than 100 countries worldwide. The celebration focuses on the benefits of international education and exchange worldwide, according to the Bureau of Educational and Cultural Affairs. The activities hosted during this week aim to facilitate cross-cultural understanding and prepare Americans for the interconnected world of today. “Southeast believes students’ growth and success goes beyond the classroom,” said Suzanne Omran, assistant director of International Programming at the Office of International Education and Services. “Experiential learning and co-curricular activities, including cultural activities like those presented during International Education Week, can engage our student body and promote awareness, understanding and unity among our students and the entire campus community.”

IEW will address different aspects of cultural diversity and provide sessions specifically tailored to American students, such as “Market your International Experiences in the Job Search” cosponsored by Career Services and “Study Abroad Fair” co-sponsored by the Harrison College of Business, College of Education, Department of Global Cultures and Languages, and Department of Health, Human Performance, and Recreation. The week will include two film screenings, “Crossing Borders” at 6 p.m. Nov. 18, shining light on Muslim stereotypes, and “Girl Rising” at 6:30 p.m. Nov. 20, sharing the stories of nine girls coming from different developing countries who all have one thing in common: overcoming the challenge and pushing cultural boundaries to pursue an education and their dreams. “‘Crossing Borders’ shows us that stereotypes, across and among cultures, can lead to misunderstandings and lost opportunities to learn and grow,” Omran said. “It brings out some of the basic misconceptions students from the United States have about people in the Middle East and vice versa. For me, ‘Crossing Borders’ shows us that making assumptions about a person or group of people, regardless of their background, can cause unfounded resentment, anger, and frustration.” Omran said that the office is screening “Girl Rising” as a result of Malala Yousafzai's recent Nobel Peace Prize. “Everyone has encountered some kind of obstacle to their education; but, some women in other countries must overcome incredible odds to be educated,” she said. An International Café will be hosted Nov. 19 and will provide international students the opportunity to share with the community different types of coffee, tea and other beverages which are typically drunk in their home countries. Other events include International Trivia Night; Optional Practical Training Informational Workshop for those international students seeking to work in the United States in their field of study after graduation; International Celebration of Festivities co-sponsored by Campus Life and Event Services; International Thanksgiving Dinner co-sponsored by the Baptist Student Center; and the Office of International Education and Services Open House. A complete schedule of the week’s events is below. Monday, November 17, 2014 

Market your International Experiences in the Job Search Co-sponsored by Career Services 2:00 p.m. – UC Redhawks Room

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International Trivia Night 6:00 p.m. – UC Tribute Room

Tuesday, November 18, 2014

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OPT Informational Workshop 11:00 a.m. – UC Heritage Room

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International Celebration of Festivals Co-sponsored by Campus Life and Event Services 12:00 p.m. – UC Redhawks Room

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Film Screening: Crossing Borders 6:00 p.m. – UC Heritage Room

Wednesday, November 19, 2014 

Study Abroad Fair Co-sponsored by Harrison College of Business, College of Education, Department of Global Cultures and Languages and Department of Health, Human Performance, and Recreation 11:00 a.m. – UC Program Lounge

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International Café 4:00 p.m. – UC Program Lounge and Pit

Thursday, November 20, 2014 

International Thanksgiving Dinner Co-sponsored by the Baptist Student Center 5:00 p.m. – Baptist Student Center

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Film Screening: Girl Rising 6:30 p.m. – Dempster Hall – Room 125

Friday, November 21, 2014 

Office of International Education and Services Open House 1:00 p.m. – International Center ###

About International Education Week International Education Week (IEW) is a joint initiative of the U.S. Department of State and U.S. Department of Education that provides an opportunity to celebrate the benefits of international education and exchange worldwide. This annual initiative aims to promote international understanding and build support for international educational exchange by encouraging the development of programs that prepare Americans to live and work in a global environment and attract future leaders from abroad to study in the United States.