National Public Radio

Communications AuditWow Moment Video

Individual PresentationTangela Richardson American University

COMM-646Prof. Chris Albert

03/03/2014

National Public Radio

All Things ConsideredO Title: Children Among Syria’s Most Vulnerable Refugees

(elderly and single women also) Middle East.O Thousands of Syrian refugees continue to flee into Jordan

seeking safety and shelter. O The story is authentic in its reporting and covering of Syria.

The narration is told by Andrew Harper (United Nations High Commissioner for Refugees in Jordan). It is a successful story.

O Audie Cornish and Melissa Blog are the NPR journalists. O Segment aired 01/31/2013.O The news story is a straight news story.

Morning EditionO Title: When Crime Pays: Prison Can Teach Some to be

Better Criminals. O The NPR story discusses how prison may serve as a

classroom where inexperienced delinquents learn from hardened criminals.

O The story goes on to say that who you hang out with is ultimately who you will become.

O The story was written well and narrated well by the NPR reporter. It was a successful news story piece.

O The NPR story aired 02/01/2013.O The news story is a straight news story.

Fresh Air - TelevisionO Title: ‘House of Cards’ Is Built to Last and The Americans. O Two dramas fueled by intrigue premiered January 2013 February1,

2013. The Americans http://www.youtube.com/watch?v=y4D96fPl_hI on FX and House of Cards on Netflix http://www.youtube.com/watch?v=ULwUzF1q5w4

O http://www.npr.org/. The Americans is based on the Cold War the House of Cards is based on the Politics and The White House.

O The NPR story was well written and told by the NPR reporter. The reporting was delivered with creativity

and sass by the NPR reporter. O The NPR story aired 01/2013.O It was a successful news story. O This story is a publicist pitch.

Talk of the NationO Title: Penguin Poop Leads to Ice Researchers to Unknown ColonyO In 2009 a team of researchers from the British Antarctic Survey

were studying satellite images of the Antarctic when they noticed something interesting: trials of penguin poop. This showed signs of a huge emperor penguin colony http://www.npr.org/.

O The NPR story goes on to state that the colony was unconfirmed until a team of researchers from the International Polar Foundation visited in December 2012 http://www.npr.org/.

O The story aired on NPR 02/08/2013 from the NPR website http://www.npr.org/.

O The NPR story is well written. O The story is a straight news story.

Tell Me More - BacktalkO Title: Who Should We Honor on Presidents’ Day?O Tell Me More host Michel Martin and editor Ammad Omar crack open the listener

inbox. This week, they clear up a President’s Day misunderstanding, and see if the idea of Lego for girls really has legs introducing new toys that are aimed at girls. Sales for Legos (Legofriends.com - 2012) aimed at girls has a 25 percent boost in sales this year (2013) despite controversy with a commercial ad by Lego. (http://npr.org/tellmemore/).

O It was a successfully reported story. O Story aired 02/22/2013.O The news story is a straight news story.

Wow Moment Video

O Victoria’s Secret “Rage Valley” O Directed by Michael BayO http://vimeo.com/48457718

Managing a PR Agency

O Getting the Most from Counsel

O How to Design an Agency RFP

O What to look for, beware of, and require

Managing a PR FirmO Good PR Tips from Microsoft Business for Small and

Midsize Companies. Fashion Stylist Nancy Beltrandi whose worked with celebrities and supermodels like Tom Cruise, Halle Barry, Gwyneth Paltrow and Derek Jeter stated:

O Strive hard to get a good fitO Phase in the feesO Define What you Consider Success and measure

ResultsO Manage the ProcessO Plan strategies based not on the here and now but on

where you want to go.

Managing a PR Firm cont’dO There are five excellent tips from KUMBA PR

Communication by Molly Ryan that will help you design your PR Agency in a Multi-Agency Environment. They are

O Communication is key, peopleO Learn from each other!O Optimize the contentO Sharing is caringO New Products, events and links…

Getting the Most from Counsel in Managing Your PR Firm

O When looking for solid Public Relations Counseling for your PR Firm, you want to look for attributes that sound like Boy Scout Rules that your PR Firm can live by. They are:

O Sound Judgment in arriving at decisionsO Courage to stand by those decisionsO Integrity in their operationO Thoroughness in carrying out projectsO Objectivity toward the firm and its publics

(http://www.markencom.com/docs/03mar16htm)

How to Design a PR Agency RFP

O A Request for Proposal is a document that is written by a company (PR Firm in this case) that is searching for a vendor (agency, media company, technology developer, etc.) to bid on a project or fulfill a services need (http://tonykinard.net/digital-rfp-guide/).

O

Snapshot of a RFP Proposal

Steps to Vendor SelectionO Create a Selection Committee and Decision

Criteria.O Finalize Schedule of EventsO Completion of an RFPO Create Initial Target List of VendorsO Creating the RFP ScheduleO (http://tonykinard.net/digital-rfp-guide/).

RFP SnapshotBasic List of What to Include

O Quick facts about the RFP for your PR FirmO Background on the organizationO Your contact InformationO Schedule for this RFP ProcessO Criteria for making your decisionO Basic summary of the project, including goals and timeline. O Detailed Overview of the ProjectO (http://tonykinard.net/digital-rfp-guide/).

What to look for, beware of and require

O Look for:O Trends in the industry that may help set you apart from

your competition.O Beware of:O Employees who want to gripe about your company and a

client or clients using Social Media. Immediate action should be taken by your PR Firm to terminate the employee. And

O Require:O That your PR Firm maintains its integrity especially in a

crisis situation with a client.