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PR Writing Portfolio i
Table of Contents
Note: All the writing samples included in this portfolio were submitted in partial fulfillment for
UVU Communication 3530, PR Writing course.
PR Writing Portfolio 1
The Utah Valley University Communication Department promotes student engagement.
Students have the opportunity to join nationally recognized clubs, in which students are
able to network and increase leadership and service skills.
Throughout the semester, there are monthly events, such as luncheons and club
excursions, where students can interact with and learn from industry professionals.
The UVU Communication faculty encourages students to meet with department advisors
and collaborate with professors for engaged learning.
The Utah Valley University Communication Department prepares students for the business
Students are required to take core communication classes to learn business-world visual,
oral and written communication skills.
Online and on-campus communication courses teach students about the importance of
ethics and professionalism within the industry.
There are hundreds of local and national internships available for students, which allow
students to learn on-the-job skills impossible to learn in the classroom.
The Utah Valley University Communication professors promote academic freedom.
The UVU Communication professors value openness and free exchange of ideas in the
Professors encourage students in sharing opinions and critical thoughts that add to the
At UVU, reflective debate and discussion is encouraged in the classroom setting.
PR Writing Portfolio 2
Assistant Professor, Department of Communication
Hank McIntire, assistant professor, teaches courses in public relations for the Utah Valley
University Department of Communication. McIntire educates students in several public relations
courses, including introduction to public relations, public relations writing, crisis communication
and public relations campaigns.
Prior to his current position, McIntire served 26 years as a military intelligence and public affairs
officer for the United States Army and Utah National Guard. In working with the U.S. Army and
Utah National Guard, McIntire gained experience in public communication, crisis
communication and media and community relations. McIntire worked with the Utah National
Guard on 11 different projects, many in which McIntire collaborated with traditional media
outlets and managed special events. McIntire’s previous experience earned him the title as a
public relations expert. McIntire’s expertise allows him to draw on personal experiences in
teaching students about the various aspects and strategies of public relations.
McIntire is currently pursuing a Doctorate in Communication from the University of Utah. He
received a Master of Arts in Communication from the University of Utah and a Bachelor of
Science from Brigham Young University, with additional studies in military and strategic
leadership. McIntire received the Best Article of 2009 from the National Guard Bureau and the
Robert Lance Award from the American Journalism Historians Association Conference.
PR Writing Portfolio 3
“L’Oreal Paris is proud to unveil Revitalift, the first daily volumizing skincare product that uses
purified hyaluronic acid to boost skin’s moisture retention,” stated Michelle Pfeiffer, world-
renowned celebrity and 2015 spokeswoman for L’Oreal Paris. “Revitalift visibly reduces fine
lines and wrinkles by replenishing skin’s volume on cheekbones, under-eye and wrinkles.”
“Dodge Ram is excited to announce that the 2016 Ram 1500 is equipped with the highly desired
adjustable track bar, a solid steel bar that handles on and off-road abuse,” said Jack Carter,
president of design operations for Dodge Ram. “The track bar is formed for proper clearance and
increases strength and reliability in trucks.”
“I am pleased to announce the launch of the Target store-owned brand, Up & Up, which offers
guests great quality products,” stated John Dougherty, CEO of Target Corporation. “Up & Up
offers over 800 everyday products from baby to beauty to household items, all offered at a lower
“We are pleased to welcome Eddie Jackson, 2015 winner of “Food Network Star,” to our Food
Network family,” said Bobby Flay, American celebrity chef and reality television personality.
“Eddie is the perfect addition to our team. He is a natural on-camera and viewers love his
charismatic personality and excellent cooking skills.”
PR Writing Portfolio 4
The Chocolate®, a dessert café, provides the ultimate dessert experience with velvety-delicious
pastries, ranging from cookies to cakes and brownies to cupcakes, in a contemporary café
setting. Known as Utah Valley’s best-kept secret, The Chocolate provides an escape to a warm,
at-home ambience with sinfully-delicious desserts.
The Chocolate first operated as a commercial kitchen in Craig and Ange Christiansen’s
basement, serving only catering and wedding orders. The duo started with the “Cupcake Cart” in
University Mall in Orem, Utah to begin the journey of opening a storefront with the concept of
experiencing dessert. In December 2009, The Chocolate, now established as a dessert café,
opened its first storefront in Orem, Utah. In less than a year, The Chocolate opened a second
location in West Jordan, Utah. Both locations offer customers a wide variety of luscious desserts
in a comfortable café setting.
The Chocolate recommends trying one of the following from the “all-favorites” menu: the
chocolate caramel cupcake, The Husband™, the mint brownies, the sugar cookies, or the
strawberry shortcake. Referred to as “The Featured 5”, these tasty treats are popular among new
and existing customers.
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PR Writing Portfolio 5
The Chocolate, voted Best Dessert Spot in Utah Valley, provides the ultimate dessert experience
in a cozy and welcoming ambient café with oodles of tasty dessert options. Sweet tooth or not,
you are bound to fall in love with either the treats, the ambience, or the experience.
PR Writing Portfolio 6
NEWS RELEASE FOR IMMEDIATE RELEASE
Chrysler® Brand Emphasizes ‘Drive Proud’ with 2015 Chrysler 300
New Full-Size Luxury Sedan Empowers Company to Create New Campaign
Auburn Hills, Mich., Oct. 8, 2015 –Chrysler Group LLC® (http://www.chrysler.com/en/)
announces the features and development of the new 2015 Chrysler 300, revealing the luxurious
full-size sedan through commercials honoring hard-working Americans and emphasizing the
new Chrysler brand slogan ‘Drive Proud.’
“Chrysler works to deliver high-quality and high-luxury products at an affordable price for hard-
working Americans,” said Sergio Marchionne, CEO of Chrysler Group LLC. “It is time to
recognize the persistent and the entrepreneurial. We are excited to celebrate America with the
new ‘Drive Proud’ campaign for the 2015 Chrysler 300.”
The Chrysler ‘Drive Proud’ campaign was “created to honor The Kings & Queens of America,”
said Marchionne. The 60-second television advertisement informs Americans that the creation of
the 300 is to celebrate the persistent and dedicated spirit. “We created the 300 with Americans in
2015 Chrysler 300 photos available here: http://www.chrysler.com/en/300/#gallery
The 2015 Chrysler 300 features the award-winning 292 horsepower 3.6L Pentastar® V6 engine
and class-exclusive All-Wheel-Drive system, providing traction for all-weather types. It is
equipped with a 7-inch customizable Driver Information Display, offering 3-D GPS navigation
in full color graphics and Uconnect® Access, the in-vehicle connectivity for downloadable apps.
The Chrysler 300 also provides AM/FM/HD radio and SiriusXM® Radio, Traffic, and Travel
YouTube: www.youtube.com/chrysler or www.youtube.com/pentastarvideo
Vehicle Highlights: http://www.chrysler.com/en/300/
Build My Own: http://www.chrysler.com/hostc/bmo/CUC201501/models.do?
Chrysler Group LLC will release three more television advertisements for the ‘Drive Proud’
campaign. Each spot will highlight the most favorable features of the 2015 Chrysler 300 while
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PR Writing Portfolio 7
emphasizing the luxury vehicle’s fit for the entrepreneurial-minded.
Walter Chrysler founded Chrysler in 1925. Chrysler believed in building innovative and
affordable high-quality vehicles. Parented by FCA US LLC®, the Chrysler brand continues to
engineer such vehicles today. Chrysler brand’s success in design, top-flight engineering and
value places the brand as the leader of the automotive industry. Chrysler is the seventh largest
production automaker in the world. Headquartered in Auburn Hills, Mich., Chrysler is equipped
with state-of-the-art technology to build vehicles with the safety and performance Americans
For more information contact:
Media Relations Director
Written By: Jessi Rasmussen
Public Relations Specialist
PR Writing Portfolio 8
On the Occasion of the One Hundred and Twentieth Anniversary of
The State of Utah
Governor of Utah Gary Herbert
and Mrs. Jeanette Herbert
request the pleasure of your company
at a reception
on Friday, January 1, 2016
From 6:30 p.m. to 8:30 p.m.
Utah Governor’s Mansion
603 East South Temple
Salt Lake City, Utah
Please R.S.V.P to
by Friday, December 18, 2015
Business Formal Attire
Please present this invitation at the entrance
AFFORDABLE CARE ACTNovember 2, 2012
By Jessi Rasmussen
A Brief Summary
The Affordable Care Act (ACA) was
passed by Congress and signed into law
by President Obama on March 23, 2010
(See Figure 1). The health care law
gained support from the Supreme Court
on June 28, 2012.
The purpose of the Affordable Care
Act is to improve the health care
system and make health care more
affordable and accessible to all
Americans. This includes covering the
previously uninsured Americans, and
improving the coverage and security of
The Affordable Care Act is designed
to improve health care at a lower cost
by refining the following: strengthen
preventative and primary care to keep
Americans well and out of hospitals,
encourage health care providers to
coordinate with one another to ensure
patients are receiving the right care, test
new and better ways to deliver and pay
for care to improve health outcomes and
reduce costs, and invest in research to
distinguish effective treatments.
With more than 25 million Americans
now estimated to have health insurance
under the Affordable Care Act
stipulations, the law has clearly
impacted the accessibility of health care.
Since the law passed in 2010, more than
16 million previously uninsured
Americans have secured health care
The Affordable Care Act, however,
experienced a rough beginning due to
the technological issues of
HealthCare.gov. The site is the main
platform for Americans to buy insurance
under the provisions of the Affordable
Care Act. The technological issues
stemmed from incorrectly following
federal contracting rules, making it
difficult for the public to sign up for
health insurance. Since the messy
launch, the agency has improved
performance issues and replaced site
With the improved HealthCare.gov
site and the success of covering millions
of uninsured Americans, the Affordable
Care Act hopes to continue achieving
the goal of better health
PR Writing Portfolio
Insured’s are now eligible for preventative care and
get to choose the primary care doctor of choice from
the insurance plan’s network. Also, insured’s are now
able to obtain emergency care at any hospital,
regardless if it is outside the health plan’s network.
The Affordable Care Act has increased eligibility for
all aspects of receiving higher quality health care.
A: Coverage, Costs, and Care
!From the Patient’s Bill of Rights to the
Accountable Care Organizations, the Affordable
Care Act continually covers Americans with
higher quality health care for a lower cost.
The Affordable Care Act requires all insurance
plans purchased in the marketplace to include the
following 10 medical services: outpatient
services, prescription drugs, emergency services,
rehabilitative services, hospitalization, laboratory
services, maternity and newborn care,
preventative and wellness services, mental and
behavioral health, and pediatric services.
The Affordable Care Act also guarantees the
right to appeal, meaning insured’s are protected
in asking health insurance companies to reassess
termination or denial of payment. Additionally,
insurance providers are no longer allowed to
withdraw coverage due to application mistakes.
Costs are now more easily understood thanks
to the Affordable Care Act. Lifetime limits are
banned for new plans, and insurance companies
are legally required to announce unreasonable
premium rate surges. Moreover, the dollars put
into the insured’s premium must be spent on
health care, meaning those dollars are not
allowed to go towards administrative costs.
Figure 1 After the Affordable Care Act was passed by
Congress, President Obama signed the Act into law, as
displayed here. The following years
to come work to improve on the coverage, costs, and
care of the health care.
PR Writing Portfolio
of 2015, there is an approximated
$12 billion saved in health care
The following are additional
factual reforms that are helping
build a health care system that better
serves Americans: promoting better
care and protecting patient safety,
improving the availability of
information to guide decision-
making, and paying for value and
quality (See Figure 2).
Each year, new features are
added to the Affordable Care Act to
further achieve the goal of
improving the health care system. At
the start of the Affordable Care Act
in 2010, the Patient’s Bill of Rights,
which protects consumers from
insurance industry abuses, went into
Since 2011, Medicare recipients
now receive preventative services
for free and a 50 percent discount on
B: Facts and Features
!At the core of the Affordable Care
Act is the desire to improve the
quality and accessibility of care for
Americans. The reform of the health
care systems has allowed for
smarter spending in the industry and
better health care, leading to
healthier communities and,
ultimately, a healthier America.
With the engaged consumer at
the core, the Affordable Care Act
has slowed the growing cost of
health care. For the first time in 50
years, health care prices are at an all
time low. In the last 12 months,
health care prices have risen to 1.1
percent, even slower than the annual
rate of 1.6 percent recorded in years
2010 to 2014.
Patient safety has also improved
drastically with funds from the
Affordable Care Act. There has been
a 17 percent reduction in patient
harm over the last three years and as
Medicare brand-name drugs.
Starting in 2012,
Accountable Care Organizations
and other programs help doctors
and health care providers better
serve the public. In 2013, the
Health Insurance Marketplace
started open enrollment.
In 2014, the marketplace
allowed Americans to compare
plans, and middle and low-
income families received tax
credits to help with coverage
costs. For 2015, the Affordable
Care Act featured benefits for
women, young adults, and more.
Going forward to years to
come, each addition to the plan
will remember the specific goal
to protect the consumer,
improve quality, lower costs and
increase accessibility to
affordable health care.
Figure 2 All efforts of the Affordable Care Act are aimed at the
following three areas: 1. improving quality and lowering health care
costs; 2. creating new consumer protections; 3. expanding access to
PR Writing Portfolio
PR Writing Portfolio 12
Kisstixx® - Pitch for National Media
Email subject line:
Kisstixx® lip locking balm ignites unique chemistry!
Hi INSERT FIRST NAME,
Kisstixx® ignites chemistry between lovers of all ages, delivering fireworks and passion in the
breathtaking moment that lips touch. The new lip balm offers two flavors, one for yourself and
one for your significant other, that mix harmoniously as you kiss, sending rockets of romance
into the sky.
The connection intensifies as you kiss, taking your smooches to another level for an experience
you’ll never forget. With complimentary flavors and the protection of SPF 15, you and your
partner are left craving more for your freshly moisturized lips.
Kisstixx currently offers five tasty lip-locking flavors, including: sweet and sour, raspberry and
lemonade, strawberry and chocolate, strawberry daiquiri and piña colada, and Fire and Ice®.
Each of these sweet combinations protect you from chapped lips and leave you dizzy with desire.
You will receive a free sample of our Kisstixx lip balm in the mail in the next few days. Try out
one of the unique flavors and experience the soothing and exciting sensation Kisstixx offers. I
will follow up with you to ensure your satisfaction. If you have any questions or would like more
information about Kisstixx products, please contact me.
Public Relations Specialist
PR Writing Portfolio 13
Utah Valley University
800 Wes University Parkway, Orem, UT 84058
“Your Better Half”
60-Second TV Spot Page 1 of 3
Open with truck left on ELS of young
assistant with shuffled papers in hand
hurriedly walking down long office hallway
surrounded by employees in cubicles
answering endlessly-ringing phones.
CU on panicked employees.
Cut to bust shot of young assistant entering
LS of room full of men and women in
professional dress. Some crying, some
yelling and screaming.
CU to man in well-dressed suit, seemingly
obvious he is the CEO, walk through office
CU on CEO pulling out cell phone.
Employees in board room pause in
ECU on cell phone. Contact reads “PR
VO: HAVE YOU EVER NEEDED YOUR
BETTER HALF BUT COULDN’T FIND
YOUNG MAN: SOMEONE HAS
LEAKED THE CRISIS!
(SILENCE IN THE ROOM FOLLOWED
BY MORE CRYING AND YELLING)
CEO: (SIGHS) I’VE GOT A PERSON
SFX: CEO DIALING NUMBER IN CELL
VO: CONSIDER THE UP AND COMING
PUBLIC RELATIONS GRADUATE
YOUR BETTER HALF!
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PR Writing Portfolio 14
“Your Better Half”
60-Second TV Spot Page 2 of 3
CU on CEO calling PR Professional on cell
LS of CEO waiting for response on phone
when suddenly the door opens up and a
team of PR Professionals file in the room.
CU of man sitting at desk. He looks
confused but stands up.
Cut to CU of Jessi pointing (ECU of finger)
to P.R. Taylor, who looks exactly like the
other Taylor. Taylor looks shocked while
P.R. Taylor is unsurprised.
CU of Alex questioningly raising her hand.
Jessi points to P.R. Alex, who again looks
exactly like the other Alex. Again, Alex
looks surprised where P.R. Alex is
CEO: WE NEED YOUR TEAM ASAP.
THERE’S BEEN A CRISIS.
CEO: THAT WAS FAST.
JESSI: WE STRIVE FOR EFFICIENCY. I
BROUGHT MY BEST TEAM TO HELP.
WE HAVE A PLAN. NOW HERE’S
WHAT WE ARE GOING TO DO.
TAYLOR: UHHH (PAUSE) THAT’S ME.
JESSI: THERE YOU ARE. I NEED YOU
TO WORK WITH TAYLOR IN WRITING
AN APPROPRIATE PRESS RELEASE.
NOW, WHERE IS ALEX?
JESSI: AH, YES. PLEASE SHOW ALEX
WHERE YOUR EVENT ROOM IS. SHE
WILL GET READY FOR THE PRESS
CONFERENCE. NEXT, WE NEED TO
PREPARE A MEDIA KIT. ERIN?
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PR Writing Portfolio 15
“Your Better Half”
60-Second TV Spot Page 3 of 3
Girl wipes tears from her eyes and clears
Jessi stops, checks her notebook and takes a
CU to man who excitedly stands up,
followed by woman with laptop in hand.
Ashton points to Avery. MS of the two
walking up to Jessi.
Cut to bust shot of P.R. Ashton and P.R.
Avery striding to the other two employees.
Bust shot of Jessi turning towards CEO to
ECU on Jessi and CEO shaking hands.
Fade from paused picture of Jessi and CEO
shaking hands to black screen with PRSA
JESSI: PLEASE WORK ON THAT WITH
JESSI: OKAY (PAUSE) NOW WE NEED
TO THINK ABOUT THE
STAKEHOLDERS. WE NEED TO WORK
ON CONNECTING WITH THEM ON A
DIGITAL LEVEL AND COME UP WITH
A CAMPAIGN FOR RECOVERY.
ASHTON AND AVERY?
JESSI: YOU WILL WORK WITH
ASHTON AND AVERY.
JESSI: JOHN. I’M GLAD YOU CALLED.
WE WILL TAKE CARE OF YOU.
VO: WE ARE READY. WE HAVE A
PLAN. FROM CRISIS, TO JOURNALISM,
TO EVENT PLANNING, LOOK TO US.
WE ARE THE FUTURE OF PUBLIC
RELATIONS. WE ARE YOUR BETTER
PR Writing Portfolio 16
firstname.lastname@example.org • @jlyneyre • www.jessalyneyre.wordpress.com
Summary of Qualifications
Strong writing and communication skills; educated in creative and public relations writing
techniques, including Associated Press Style
Experience in coordinating people, projects and events
Extremely effective organizing and detail-oriented skills
Proficient in WordPress, Weebly, QuickBooks, Microsoft Word, Excel and PowerPoint
The Abbey Kyhl Community Bountiful, UT Aug. 2015 – Present
Public Relations Intern
Cultivated community relations through direct e-mail and Facebook (about 1700 messages) and
communicated with former 1500 members about the changing elements of the business
Drafted drip e-mail campaign for members and registered followers
Edited copy for e-courses and e-guides for purchase in learning platform
Collaborated with 30 potential publishing and speaking opportunities for the company’s founder
All-Pro Cleaning Systems, Inc. Midvale, UT Dec. 2012 – Sep. 2015
Assisted in event planning for customer appreciation events, client outreach activities, and
company employee morale parties
Prepared client packets with legal documents and marketing materials
Managed inbound and outbound calls
Dispatched crews for emergency and non-emergency services
Trained new staff (eight total) in accounting and daily office duties
Managed 25-50 collection accounts per week
Reconciled 12 bank and credit card accounts per month
Processed purchase orders for equipment and chemicals (about $40k per month)
Managed and completed payroll each week for over 90 employees
Created new employee files and set up employee profile in database systems
JJ Leggings South Jordan, UT Nov. 2013 – March 2015
Earned sales of $20K
Assisted in event planning for 10+ at-home parties per month
Designed inventory displays, logo and marketing materials
Managed social media (Facebook, Instagram) campaign and customer outreach (gain 300+
likes on Facebook);
Programmed company website and online purchasing system
Scheduled and conducted photoshoot for website
Developed inventory tracking system.
PR Writing Portfolio 17
Utah Valley University Orem, UT April 2016
Bachelor of Science in Communication, Public Relations Emphasis 3.9 GPA
Member of National Communication Association Honor Society, Alpha Beta Beta chapter
Member of UVU Public Relations Student Society of America
o Attended regular monthly PRSSA events and meetings
o Received the 2015 “PR in the Big Apple” Grant provided by the College of Humanities
o Received the Fall 2015 General Internship Scholarship of $600.00
Provided Website review and feedback for FOX and American Idol, Farewell Season