News from Coffee Culture

For more information contact

Miriam S. Brighton

Coffee Culture

(657) 203-4244

mbrighton@coffeeculture.org

For release after 10 a.m.

Tuesday, April 29

COFFEE EXHIBITION TO RAISE MONEY AND AWARENESS

Coffee Culture will host an interactive coffee exhibition May 4 at 8 a.m. at the Lancaster Convention Center to raise money for the organization’s newest project.

The educational exhibition will detail the production of coffee from seed to drip while teaching the public about the impoverished coffee towns where the coffee process begins. Event goers will enjoy an unending flow of indigenous tastes from coffee sampling centers spread throughout the exhibition.

Coffee Culture will hold the event to raise money for their newest project in the Dominican Republic. The nonprofit organization will open a coffee shop in Mill Valley next spring to begin restoring the economy of the impoverished coffee town.

“The towns that give us our best coffee beans here in the states are living in unbearable poverty down in South and Central America,” said Coffee Culture’s co-president Avery Fey. “The towns never see a drip of the coffee they cultivate. We believe economic revival will come by putting the coffee back into the culture.”

The Sunday event will have several displays depicting life in an impoverished coffee town. One display will have event goers experience a day in the life of an impoverished coffee farmer.

The cost of the event is $10. Coffee Culture products will be available for sale at the event. Products satisfy a wide palate of coffee tastes and preferences.

Apparel from the Coffee Culture clothing line will also be available.

From this single event, Coffee Culture hopes to raise over $10,000 for their new coffee shop in the Dominican Republic. 

Besides fundraising, Coffee Culture will hold the event to raise awareness.

“We want people to know what is happening around the globe and understand that they can help. This event is very much about educating and spreading awareness,” said Fey. 293 words.

Coffee Culture was founded in 2004 by four of the world’s leading entrepreneurs who saw poverty as the world’s biggest issue. Coffee Culture chose to enter impoverished coffee towns to revive economies through the stimulation of business. In a coffee town, this is done by building local coffee shops that sell the town’s coffee. These shops are eventually given to town employees who receive training to run the business. Coffee Culture desires to see change in the third world one coffee town at a time. 

Ch. 12: The Work of the PR Practitioner

Jobs of the PR Practitioner:
1. Communicate with internal and external publics
External Publics: groups outside the org with which the org wants to communicate with
Internal Publics: groups within org that need to be reached
2. Counsel management on good PR practices
3. Work with the news media to get info about the org
useful info given to a reporter
when and how to release info to the media
4. Help produce public functions and events

4 Parts to PR
1. RESEARCH- formal or informal, must know everything about client, problems or opportunities being faced, publics that need to be addressed
2. PLANNING- need a plan in place to deal w/ public, tell org what publics to communicate with and how that communication should take place, set measurable impact, output objectives
Impact: effect you want to see (10,000 sign up)
Output: how you will obtain the impact objective (host informational fair)
3. COMMUNICATION- writing is most concerned with this, putting info into proper form (often done quickly)
4. EVALUATION- "Did our plan work?" Did we get the right info to the right public? Did our efforts have the effect we wanted? Did we accomplish our objectives?

News from Mountain East Medical Center

For more information contact

Miriam S. Brighton

Mountain East Medical Center

(756) 343-3433

mbrighton@memc.com

HOSPITAL REPLACES PURCHASING DIRECTOR

Mountain East Medical Center’s purchasing department is replacing the head of the department effective immediately.

Bob Wilkinson’s resignation was submitted yesterday after the board of directors criticized Wilkonson’s tight-fisted spending. Wilkonson will be replaced by his assistant Johnnly Toler.

Wilkonson, a state university graduate, has been working for the hospital for 34 years. The board recently asked Wilkonson to cut his spending by 15 percent. The friction between Wilkonson’s already tightly-controlled spending and the board’s unreasonable request caused the resignation.

Toler will replace Wilkonson immediately. Toler first worked in the pharmacy department of the hospital for 13 years. He moved to the purchasing department when the pharmacy department closed in 1978. Toler has worked under Wilkonson for 31 years.

“I learned from a fine man- Bob Wilkonson- and I hope I can continue to build on the foundation he established,” says Toler.

Hospital administrators report that while Wilkonson will be greatly missed, the hospital looks forward to Toler running the department.

"I know that Johnny Toler is a person we can all depend on to do whatever is necessary to keep the department going. I have great faith in him and in this hospital," says administrator Harry Illscott.

Toler's wife, Carolyn, also works in the hospital as head of the gynecology department. The couple has two kids.

Wilkinson will take a job with City Memorial Hospital.

Mountain East Medical Center is dedicated to providing first-class health care to the residents of Mountain East and the surrounding area. More information about Mountain East Medical Center and the purchasing department can be found on the company’s website at www.memc.com. 

Three Things I learned from Michelle Wright’s "Women in Broadcasting" Seminar

1.     Statistics show that the public wants to hear disasters and tragedies reported by a female. This is because a woman is perceived as more caring and sympathetic when delivering bad news due to her higher pitched voice and the representation of a motherly figure. A male’s voice is harsher and pushier so women are often assigned to report the bad news. Wright says reporting bad news can be emotionally trying. She claims it is easy to let yourself focus on the two bad things you reported even if you reported 28 good things before the bad news. Wright suggests focusing on the good news you report rather than getting hung up on the bad news.

2.     You never know how something you say could affect someone's life. Wright often gets emails or calls weeks after doing a story where people tell her how something seemingly insignificant that she said or did had great impact in their lives. This is an aspect of reporting that I personally had never previously considered. In my life, I want to directly help others and now I see that sharing people’s stories with the public can go a long way in helping someone.

3.     Lastly I learned that “women don’t ask”. Wright shared the story of a psychological study done by a professor. The professor put an ad out that read "Come play bingo to win $5-8 per hour." Men and women showed up to play bingo. At the end of the night, everyone was handed $5 as they left the event. The women graciously accepted the money and left. The men, on the other hand, protested and asked how they could get the $8. Women don’t ask. This study was sparked when some girls at the college came to the professor complaining that the men had gotten all the jobs. The professor asked the person hiring why he hadn't given a job to a single girl. The man said that a single girl had not applied. Women don’t ask. Wright says that in the broadcasting industry, women cannot sit around and wait for things to fall into their laps. You must be pushy, asking for the good interviews, asking for the hard stories. Don’t be afraid to ask.
Thank you Michelle Wright for taking the time to visit Liberty University and share your expertise with us!

Notes 4/15

Public Relations

• Practice of convey messages to the public through the media on behalf of a client, with the intention of changing the public's actions by influencing their options.
• Internal or external 
• Key: be proactive rather than reactive

[working on behalf of a client]

Press release [our final project for the semester]

• Also called a news release
• Who is the audience for the press release? key: press! news media.

[apple.com is a good PR website]

Press releases look just like a news article, structure, pyramid. It is just written for a different audience!

PR uses earned media. - almost a third party endorsement of the information

Consumers are leery towards advertisements, but trust news stories.

Press Release

• a press release is a pseudo-news story, written in third person, that seeks to demonstrate to a member of the media the newsworthiness of a particular person, event, service or product
• taken from publicityinsider.com
• info written in form of story that an organization wishes to make public through the news media

Press release composition

• Headline: sales pitch for story

• Subhead

• Lead: important info makes up the lead; inverted pyramid

• Body

• Boilerplate - standerd info used at bottom of every press release

Page 272: HW Department Head Leaves, write  275 words, write boilerplate, post to blogger,

• attend one workshop for Michelle Wright, sign in-come see me [only 50 minutes] counts for Thursday attendance

"The Persuaders"

Beyond billboards and television blurbs, past promotions and posters, an entire world exists to discover how people think. This world exists for the dollar sign alone: the sole purpose is to discover a way to maximize consumer output on a product or service. This is the world of advertising.

In “The Persuaders” documentary, I was surprised to learn how complex advertising is today in an attempt to be more influential than ever before. Effective advertising is intentional and personal. FRONTLINE presents techniques used to achieve effective advertising:

Narrowcasting involves extensive research in consumer demographics in order to individually tailor advertisements. This was used most recently by Obama in the 2012 election.

To me it seems the time and resources put into narrowcasting as an advertising technique are wasted. I understand the appeal to the technique, especially in an election campaign, but I feel the results of the technique have proven too insignificant to use this technique regularly. I was intrigued that a society so self-consumed would have entire corporations devoted to learning about others lives, even if the motives are purely monetary.

Correct wording is the examination of the psychological effects of words. The correct word correctly placed could significantly ramp sales.  Research shows that using certain key words can seal the deal. Key words include:

• new
• proven
• love
• results
• guarantee

In my opinion, as long as the words are not hurting any one, it is perfectly ethical to use words to your advantage. Proverbs 16:24 says that pleasant words are as sweet as honey. 

Emotional appeal plays on humanities most core needs of love and life fulfillment. This technique allows the consumer to believe the product or service is more than its face value. In a Folgers commercial, the advertisers play on the beautiful love of a sister and a brother returning from war in order to sell coffee.

Product placement allows companies to skip the ads that television viewers will probably skip anyway. I think this technique is the most practical and clever way to advertise. Companies pay television shows and movies to integrate the use of their product into a show or movie so that the viewer subconsciously relates to the product through the subliminal endorsement. Many companies have had great success using this technique.

Overall, advertising can be a world of deception. As Christians, it is important to stay above reproach in our advertising to avoid the slippery slope of product or company deception.

Ch. 11 Notes 4/3

Writing Advertising Copy

Understand your audience

Understand your product

Advertising
Two Concepts:

• To persuade
• to motivate

1.  Target Audience

Needs and appeals

• food and drink
• shelter, security, comfort
• sex, intimacy, social contact
• independence, privacy, self-fulfillment, power
• stimulation
• acquisition

2. The Product

• Tak into consideration:
• what the product does and how it works
• physical characteristics
• history of the product
• brand
• price
• competition