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PR Writing Portfolio and Resume

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PR Writing Portfolio and Resume

  1. 1. Public Relations Writing Portfolio Jessi Eyre
  2. 2. PR Writing Portfolio i Table of Contents Key Message………………………………………………………………………………………1 Executive Bio……………………………………………………………………………………...2 Spokesperson Quotes……………………………………………………………………………...3 Organization Backgrounder……………………………………………………………………….4 News Release……………………………………………………………………………………...6 Invitation…………………………………………………………………………………………..8 Report/Proposal……………………………………………………………………………………9 Media Pitch………………………………………………………………………………………12 Script……………………………………………………………………………………………..13 Resume.…………………………………………………………………………………………..16 Note: All the writing samples included in this portfolio were submitted in partial fulfillment for UVU Communication 3530, PR Writing course.
  3. 3. Key Messages 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 world.  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 classroom setting.  Professors encourage students in sharing opinions and critical thoughts that add to the educational experience.  At UVU, reflective debate and discussion is encouraged in the classroom setting.
  4. 4. Executive Bio PR Writing Portfolio 2 Hank McIntire 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.
  5. 5. Spokesperson Quotes 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 price.” “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.”
  6. 6. Organization Backgrounder 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. - more -
  7. 7. Organization Backgrounder 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.
  8. 8. News Release 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® ( 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 mind.” 2015 Chrysler 300 photos available here: 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 Link. Chrysler Resources:  YouTube: or  Vehicle Highlights:  Build My Own:  Facebook:  Twitter: 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 - more -
  9. 9. News Release PR Writing Portfolio 7 emphasizing the luxury vehicle’s fit for the entrepreneurial-minded. ### About Chrysler: 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 deserve. For more information contact: Gualberto Ranieri Media Relations Director Telephone: 248-512-2894 Email: Written By: Jessi Rasmussen Public Relations Specialist Telephone: 801-898-1673 Email:
  10. 10. Invitation 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 (801) 538-1005 by Friday, December 18, 2015 Business Formal Attire Please present this invitation at the entrance
  11. 11. ! AFFORDABLE CARE ACTNovember 2, 2012 By Jessi Rasmussen A Brief Summary Report 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 insured Americans. 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 coverage. The Affordable Care Act, however, experienced a rough beginning due to the technological issues of 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 contractors. With the improved site and the success of covering millions of uninsured Americans, the Affordable Care Act hopes to continue achieving the goal of better health care. Jessi Rasmussen 9 PR Writing Portfolio
  12. 12. 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. PhotographCourtesyofCommonWealthFund ! 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. Jessi Rasmussen 10 Report PR Writing Portfolio
  13. 13. of 2015, there is an approximated $12 billion saved in health care costs. 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 effect. 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 Jessi Rasmussen 11 Report PR Writing Portfolio
  14. 14. Media Pitch PR Writing Portfolio 12 Kisstixx® - Pitch for National Media Email subject line: Kisstixx® lip locking balm ignites unique chemistry! Email text: 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. Sincerely, Jessi Rasmussen Public Relations Specialist 801-898-1673
  15. 15. 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 board room. 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 door. CU on CEO pulling out cell phone. Employees in board room pause in anticipation. ECU on cell phone. Contact reads “PR Professional” VO: HAVE YOU EVER NEEDED YOUR BETTER HALF BUT COULDN’T FIND HIM/HER? YOUNG MAN: SOMEONE HAS LEAKED THE CRISIS! (SILENCE IN THE ROOM FOLLOWED BY MORE CRYING AND YELLING) CEO: (SIGHS) I’VE GOT A PERSON FOR THIS. SFX: CEO DIALING NUMBER IN CELL PHONE VO: CONSIDER THE UP AND COMING PUBLIC RELATIONS GRADUATE YOUR BETTER HALF! - more - VIDEO AUDIO
  16. 16. PR Writing Portfolio 14 “Your Better Half” 60-Second TV Spot Page 2 of 3 CU on CEO calling PR Professional on cell phone. 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 undisturbed. 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? 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? - more - VIDEO AUDIO
  17. 17. Script PR Writing Portfolio 15 “Your Better Half” 60-Second TV Spot Page 3 of 3 Girl wipes tears from her eyes and clears her throat. Jessi stops, checks her notebook and takes a step forward. 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 shake hands. ECU on Jessi and CEO shaking hands. Fade from paused picture of Jessi and CEO shaking hands to black screen with PRSA logo. JESSI: PLEASE WORK ON THAT WITH ERIN. 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 HALF. ### VIDEO AUDIO
  18. 18. PR Writing Portfolio 16 JESSALYN EYRE • @jlyneyre • 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 Work Experience 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 Administrative Assistant  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 Owner  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.
  19. 19. PR Writing Portfolio 17 Education 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