Writing Samples - A. Gils 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 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: 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 #5 DEBRIEF Piece: Press Release Client: University of Missouri Extension - Small Business & Technlogy Development Center Southeast Missouri Headline: Fast TracÂŽ Growth Venture Helps Entrepreneurs Defy Statistics Date of Publication: February 6, 2013 Summary: This press release announces a new workshop series offered by the University of Missouri Extension - Small Business & Technlogy Development Center Southeast Missouri to entrepreneurs.

Writing Samples - Andrea Gils ÂŠ 2014 Andrea Gils

FOR RELEASE WEEK OF February 8, 2013 KILL DATE: March 1, 2013 CONTACT:

Richard Proffer University of Missouri Extension – Cape Girardeau County SBTDC Phone # 573-243-3581 / 417-300-3185 (cell) Email: profferrd@missouri.edu Fast Trac® Growth Venture Helps Entrepreneurs Defy Statistics

A nationally recognized entrepreneurial training program is coming to Southeast Missouri for the second time. Despite passion, drive and abundance of good ideas, half of all new businesses fail within in the first few years. Often that’s because, despite their zeal, entrepreneurs lack the experience and tools required for starting and running a business. Current business owners in the Southeast Missouri area now have a new effective weapon to help them increase their chances for success – Fast Trac® Growth Venture, a comprehensive family of workshops and programs that help current business owners home their skills needed to create, manage and grow successful businesses. The series Fast Trac® Growth Venture is a 12-session course lasting six weeks, and beginning on Tuesday, March 5. The classes will be held at the MU Extension Center in Jackson, Mo. Richard Proffer, business development specialist for the University of Missouri Extension Small Business & Technology Development Center of Southeast Missouri, said this course provides entrepreneurs with insights, strategic visioning guidance, networking opportunities, coaching, speakers and other resources, all aimed to help them prepare for the success of their present business. Many existing business owners have not started or ran other companies except their own, so the need for in-depth knowledge to help them grow is present. (Continued)

Funded in part through a cooperative agreement with the U.S. Small Business Administration. All opinions, conclusions or recommendations expressed are those of the author(s) and do not necessarily reflect the views of the SBA. Programs are extended to the public on a non-discriminatory basis. Reasonable accommodations for persons with disabilities will be made if requested at least two week in advance. Contact Richard Proffer, University of MO Extension, 684 West Jackson Trail, Jackson, MO 653755 or at 573-243-3581.

“This course connects existing business owners to the best resources available to them,” Proffer said. “By participating in this course, the attendees will make connections to help them pursue and realize the goals of their business. The emphasis is for the business owner to be able to take home what they learn and apply it directly to their business,” Proffer said. Attendees are encouraged to use their own business as the class example and apply the discussions and topics directly to their business throughout the program. Registration is limited to thirty participants and there is no registration fee. All participants will receive a student handbook, handouts and the opportunity to receive a discounted financial analysis of their current business as part of the class. To register and find out more about the Fast Trac® Growth Venture sessions, please contact Richard Proffer at (573) 243-3581. Deadline to register is March 1. ### The Fast Trac® Growth Venture is part of a grant MU Extension Council of Cape Girardeau County received from the WIRED fund being coordinated by the local Workforce Investment Board. More than 165,000 entrepreneurs have participated in Fast Trac® programs nationwide. This program is headquartered out of the Kansas City based Ewing Marion Kauffman Foundation, the largest organization in the nation solely focused on entrepreneurial success at all levels. SBTDC/Extension business programs are also sponsored by the Small Business Administration and University of Missouri and are open to all interested residents. Requests for special accommodations will be considered if made two weeks in advance by calling 573-243-3581 and asking for Richard Proffer.