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Final Portfolio. Public Relations Writing I Melissa Kordecki

PRW-Final Portfolio

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Melissa's Final Portfolio for Public Relations Writing I Online with Mr. Alton Miller.

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Page 1: PRW-Final Portfolio

Final Portfolio. Public Relations Writing I

Melissa Kordecki

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Table of Contents.

Media Alert – “From the Heart”………………………………………………………………………....3 Message Planner and Press Release “From the Heart” ……………………………………...4 Message Planner and Press Release “Evita” .………………………………………………........8 Message Planner and Product Release “Natgo” …………………………………………….….12 Message Planner and Feature Release “Lowden Park” .…………………………..……....16 Message Planner and Press Release “Midterm (Haddaway)” …….…………………....20 30-Second PSA and Broadcast Release “PSA”* …………….………….………………………24  Script Treatment and Working Script “VNR”* ………………………….……………….…….34 

*with message planner

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Media Alert “From the Heart”

Media Alert Monday, January 14th, 7pm

Who Mayor Jimmy Cline, together with Sue Jennings, President of the Westland College Student

Association and students of Westland College What Mayor Cline will be announcing a food drive and meal service effort, sponsored by the Westland

College Student Association. Where The press conference will be at the Anodyne Center, located at 450 Eastlake Drive, in Turtle Bay.

This will also be the site of the weekly meal services announced during the press conference. When Monday, January 14th at 7:00pm. The mayor and students will be available immediately after the

press conference for radio and live TV interviews. Why This effort by the students of Westlake College was put into action in order to feed the hungry

families of Persimmon County, after the soaring number of chronic poverty families after the close of the marshmallow factory.

Contact Press office: Melissa Kordecki, Press Secretary at 847-555-5678

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Message Planner and Press Release “From the Heart”

MESSAGE PLANNER

Date File Opened: January 2, 2012

Client: Westland College Student Association Project: From the Heart food drive and meal service

Objective: Getting the community to donate food items and volunteer for the meal service.

5 W’s Who: Westland College Student Association What: Sponsoring food drive and meal service Where: Anodyne Center in Turtle Bay When: January 14 – Food drive, February 14 – Meal service Why/How: in order to feed the hungry families of Persimmon County Angle: The community of young students in Turtle Bay has never done this before. The students are taking charge of the poverty in the area with the help of Mayor Cline, as he has committed to being apart of such an undertaking. Key Ideas: Westland College is a small state college in Central Illinois It's located on the edge of Turtle Bay, Ill., in Persimmon County Westland Students study liberal arts, mostly The Westland College Student Association is a student organization on campus President of the Student Association is Sue Jennings The Student Association has, as part of its mission statement, "dedicated to connecting Westland College learning

to the social needs of Persimmon County" Students in a sociology class discovered that homelessness is a problem in Turtle Bay The number varies, but state welfare statistics show that about 200 families and individuals are living in chronic

poverty, with no fixed address, in Persimmon County Recently a factory closed, just outside of Turtle Bay, Ill. The factory made marshmallows. Persimmon County was once the "Marshmallow Capital of the Midwest" About 400 workers were laid off when the factory closed They were mostly migrant workers Poverty figures were generated before the Marshmallow Factory lay-offs Students decided to do something about the poverty The sociology students convinced the Student Association to get involved in the problem The students will launch a food drive on January 14, at a news conference They want canned goods and staples dropped off at Building B, Sociology Department, on campus They'll take checks too, for perishable items, made payable to WCSA and mailed to the Westland College Student

Association, Westland College, Turtle Bay, IL 60699 At the press conference on Jan. 14, Mayor Jimmy Cline will be on hand He'll also wear an apron and chef's cap for the press conference announcing the beginning of the food drive There's a social service agency in Turtle Bay called the Anodyne Center It's at 450 Eastlake Drive Director of the Anodyne Center is David Jackson They plan to host weekly free meals for the homeless, beginning Saturday, Feb. 14 (Valentine's Day) The students plan to sponsor free meals for the homeless every Saturday night Food will be served at the Anodyne Center They call their program "From the Heart" They'll serve meals every Saturday, 4-7pm, "for as long as people are still going hungry in Turtle Bay" (Mayor Cline) He will also be on hand on Feb. 14, and will help serve food, wearing an apron and chef's cap The students are thinking there are six other days in the week. If students can take the lead, maybe other civic

groups in Turtle Bay can pick up the other six nights of the week.

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That would be okay with David Jackson. The Anodyne Center is willing to provide meals seven days a week, as long as there are civic groups to do the work

Visual: TV segment to show kids, as well as Mayor Cline, feeding the homeless, as well as the long line of homeless and poverty stricken individuals – all to spark the interest of the general public so they realize how big of a problem we have here in Persimmon County, when it comes to homelessness. Outline of Paragraphs: Lead: This will communicate the 5 W's, the news angle and the message. 2. Westland College Student Association 3. Mayor Cline’s involvement 4. Where and how food will be served 5. Need for money, food, and volunteers 6. Background on poverty problems 7. Anodyne Center 8. Westland College What’s the headline? “Local students taking charge against local homeless and poverty problems.” Message: The students of Westland College are looking for local support and volunteers to assist them in their charge of feeding the homeless and hungry in Persimmon County. Mayor Cline will be supporting their efforts, so everyone is urged to come out and help in any little way they can.

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Contact: Melissa Kordecki, Publicity Director Phone: 847-555-5678 Nightline: 847-890-3456

January 14, 2012 IMMEDIATE RELEASE

LOCAL STUDENTS TAKING CHARGE AGAINST LOCAL HOMELESS AND POVERTY PROBLEMS

Mayor Jimmy Cline has announced a new initiative that will feed the homeless,

poverty stricken and hungry of Persimmon County. The students of Westland College, specifically the Westland

College Student Association, brought this on. The students, with the help of Mayor Cline, will be sponsoring a food

drive and meal service. The meal service will take place at the Anodyne Center, beginning February 14 and

continuing every Saturday night. The food drive was initiated tonight and will continue on throughout the month.

The Westland College Student Association is a student organization on campus

at Westland College. The President of the Student Association is Sue Jennings. The Student Association has, as part

of its mission statement, “dedicated to connecting Westland College learning to the social needs of Persimmon

County.” This is why; along with the Sociology students of the college, they will be sponsoring a food drive and

meal service program.

Mayor Cline was at this evening’s press conference, announcing the beginning

of the Westland College Student Association’s food drive. He was wearing an apron and chef’s cap during the press

conference, in order to show his support for the students’ efforts. Mayor Cline will also be on hand on February 14

for the start of the meal service program, “From the Heart.” Here he will be helping with the serving of the food, as

well as wearing an apron and chef’s hat again to show his support.

Beginning February 14, “From the Heart” will be a student sponsored weekly

meal service to help out the homeless community of Persimmon County. Every Saturday, from 4-7pm, meals will be

served at the Anodyne Center in Turtle Bay. The food drive that will be supporting this meal service was launched

tonight at the press conference held by Westland College.

-more-

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STUDENTS TAKING CHARGE PAGE TWO

The students are asking for support by reaching out to the community for canned

goods and staple items. Items can be dropped off at Building B (Sociology Department) at Westland College.

Money and checks will be greatly appreciate, as well, and will be used to purchase perishable items. Checks can be

made payable to WCSA and mailed to the Westland College Student Association, Westland College, Turtle Bay,

60699. Volunteers are also needed to help with the weekly meal service. Anyone interested is asked to contact the

WCSA President Sue Jennings.

Students in a Sociology class at Westland College discovered that homelessness

is a problem in Turtle Bay after seeing state welfare statistics, which show that about 200 families and individuals

are living in chronic poverty, with no fixed address, in Persimmon County. These statistics were generated before

the recent marshmallow factory lay-offs. Recently, the marshmallow factory, located just outside Turtle Bay, closed,

layed off around 400 workers. With this wave of layoffs, come even more families in chronic poverty, driving those

statistics numbers even higher.

The Anodyne Center is a social service agency located in Turtle Bay. The

Director of the center is David Jackson. David Jackson is in full support of the Westland College students’ efforts in

feeding the homeless. David and the Anodyne Center are willing to provide meals seven days a week, as long as

there are civic groups to do the work, as suggested by the students of Westland College.

Westland College is am small state college in Central Illinois and is located on

the edge of Turtle Bay, IL in Persimmon County. Westland College is an international leader and recognized pioneer

in Liberal Arts, among other studies. To learn more about Westland College or the Student Association of Westland

College, please visit www.westland.edu or call 909.555.5555.

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Message Planner and Press Release “Evita”

Message Planner

Date File Opened: February 23, 2010 Client: Turtle Bay Theatre Society Project: “Evita” Opening Night Objective: Gather up the community to purchase tickets on the first day of ticket sales (next Tuesday) 5 W’s Who: Turtle Bay Theatre Society What: is beginning rehearsals for this year’s musical, the rock-opera “Evita”

Where: Hale Hall Drama Center When: Beginning this week

Why/How: This Broadway hit combines the energy of a rock concert with the dramatic power of live theater

Angle: This is a rock opera rather than a traditional musical that will feature the Turtle Bay Chamber Ensemble. Key Ideas: Opening night of “Evita” at the Hale Hall Drama Center Rehearsals begin March 8 “Evita” opens April 15 Plays that weekend and the next (Thursday, Friday and Saturday night) 2:30pm matinees on both Saturday and Sunday Will be a total of 10 performances A preview performance on the Wednesday before the opening 8:00pm curtain time Show runs about 3 hours long Musical based in real history Based on Eva Peron, wife of the Argentine dictator Was a two-bit actress in Argentina, making films and doing radio stints Her enemies said she was a hustler on the side, even a prostitute Juan Peron was pretty susceptible to a good-looking woman Eva caught his eye, got involved with him and then became Mrs. Peron Argentina’s version of Jackie Kennedy She ran all kinds of charities and public causes Became the spirit of the “new Argentina” that Peron was trying to create Died of cancer in 1952 Show’s big song, “Don’t Cry for Me Argentina: Andrew Lloyd Weber – composer Tim Rice – lyricist Both created Jesus Christ Superstar “Evita” is a rock opera Very few spoken lines, mostly all the dialogue is set to music Orchestra will be the Turtle Bay Chamber Ensemble They usually play Bach instead of rock music Linda Jennson got the title role of “Evita” She was in last spring’s show “Candide” as Cunegonde Which was a singing role that called for an operatic voice Now she will be performing a rock score and is up for the challenge Howard Stein is playing “Che” the leading male role This will be his first time on stage Jack Wedgewood is playing Peron The director is Professor Dale Levensan

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Tickets go on sale next Tuesday at the Hale Hall Center box office Hale Hall Drama Center box office is open every day 10am-9pm H.H. Drama Center is closed Sunday and Monday Visual: If the story makes it on TV, what will be shown will be rehearsals for the opera, as well as the interior of the Hale Hall Drama Center and maybe a few headshots of the cast. Outline of Paragraphs: Lead: This will communicate the 5 W's, the news angle and the message. 2. Ticket sales 3. Show information 4. Cast 5. Story of “Evita” What’s the headline: “Tickets Now On-Sale for Long Awaited “Evita” Production” Message: The Turtle Bay Theatre Society has opened up ticket sales for their rock opera production of “Evita” at the Hale Hall Drama Center. Shows begin April 15th, but tickets are currently on sale at the Hale Hall Drama Center box office.

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Contact: Melissa, Public Relations Manager Phone: 309-333-9900 Nightline: 309-333-9900

February 23, 2010 FOR IMMEDIATE RELEASE

“TICKETS NOW ON-SALE FOR LONG AWAITED ROCK OPERA, ‘EVITA’”

The Turtle Bay Theatre Society has opened up ticket sales for the long awaited

rock opera, “Evita” at the Hale Hall Drama Center. “Evita” opens on the evening of April 15, with tickets going on

sale today, Tuesday, February 24. Tickets are being sold at the Hale Hall Drama Center Box Office.

Rehearsals for “Evita” will begin March 8th and the first live performance will

be a preview performance on Wednesday, April 14th – the day before the official opening. There will be a total of 10

performances, beginning the weekend of April 15th and continuing on the next weekend. The shows will take place

Thursday, Friday and Saturday night with an 8:00pm curtain time. There will also be a 2:30pm matinee show on

both Saturdays and Sundays. The show is expected to run close to 3 hours long.

The female title role of “Evita” went to Linda Jennson, who played Cunegonde

in last spring’s show, “Candide”. Jennson will be undertaking a challenge of performing a rock score in “Evita”

rather than her usual operatic performances. Newcomer to the stage, Howard Stein, will be playing the leading male

role of “Che”. Playing “Peron” will be Jack Wedgewood. The director is Professor Dale Levensan. The Turtle Bay

Chamber Ensemble will be the featured orchestra for “Evita”. Used to playing Bach and classic music, the rock

opera “Evita” will be a challenging, but fun experience for the Turtle Bay Chamber Ensemble.

- more -

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EVITA MUSICAL PAGE TWO

“Evita” is a musical – very few spoken lines with most dialogue set to music -

based in real history. The story is based on Eva Peron who was the wife of the Argentine dictator. She was a two-bit

actress in Argentina, making films and doing radio stints. Eva caught the eye of Juan Peron and soon became Mrs.

Peron. After becoming a Mrs., she was referred to as Argentina’s version of Jackie Kennedy. She ran all kinds of

charities and public causes. Eva became the spirit of the “new Argentina”, which Peron was trying to create.

Unfortunately passing away young in 1952 from cancer, the show’s most synonymous song, “Don’t Cry for Me

Argentina,” refers to Eva’s passing. Andrew Lloyd Weber composed “Evita” with lyrics written by Tim Rice – both

who are known for their infamous rock opera, “Jesus Christ Superstar”.

Tickets can be purchased, beginning Tuesday, at the Hale Hall Drama Center

box office. The box office is open every day, 10am-9pm, with the exception of Sunday and Monday. For more

information, please contact the Public Relations Manager, Melissa, at the Hale Hall Center Box Office at 309-333-

9900. Voicemail is available at this number, so please leave a message, if need be.

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Message Planner and Product Release “Natgo”

Message Planner

Date File Opened: September 1, 2011 Client: Natgo, Inc. Project: Natgo Franchised National Natural-Gas Stations Objective: To promote the national natural-gas stations that will be franchised to local owners. 5 W’s Who: Natgo Natural-Gas Stations What: is opening a chain of natural-gas stations Where: Factory opening in Turtle Bay, Stations nationwide When: Starting production in October Why/How: to help the general public in affording vehicle fuel again Angle: With the price of gas, it is almost nearly impossible to afford to drive relatively anywhere these days, but with national natural-gas stations and the low conversion process being marketed by these stations, the general public will once again be able to afford vehicle fuel. Key Ideas:

� Natgo, Inc. is a new franchise company � Planning to build a factory in Turtle Bay � The factory will be built on a parcel of land at Two Day Road and I-69, just within the city limits. � If all goes as planned, construction of the simple structure will begin late this year and production will

begin as early as February of next year � Big plans for a chain of natural-gas stations, nationwide � It will manufacture pumps for Amoco, Exxon, and other gas stations, who are still in discussions with

Natgo, � Are expected to agree to sell Natgo under their own brand name, using separate pumps (like they now sell

diesel fuel) � Natgo partners Jon Wollmann and Allen B. Wiess have lined up financing from major investors (one big

investor is Bill Gates), who agree that U.S. consumers may at last be ready for a network of alternative gas stations...

� Natgo is looking for entrepreneurs who are ready to invest in this new network � That is, people who would like to open their own natural-gas station as part of the new Natgo chain � A number of incentives will be offered to new franchisees (people who have the money and the business

skills to open and manage their own Natgo station) � They'll supply outdoor signs and other advertising/display graphics � They'll install the pumping equipment � They'll be running a nationwide advertising campaign on TV and radio and in magazines, which will of

course benefit local franchisees... � They'll also supply free ad art for local advertising that franchisees will want to do on their own � They'll provide employee training � Natgo will manufacture conversion kits for franchisees to distribute to motorists, which will enable people

to convert their present cars to run on natural gas, as well as gasoline... � This means that you can adapt your car to use natural gas... it will cost about $150, and it could save you

about $50 every 1,000 miles... � Wollmann and Wiess will be advertising franchise opportunities in magazines like "Inc." and

"Entrepreneur." � Natgo's temporary “world headquarters” is located at 100 Belevue Road, in Turtle Bay. They have a toll-

free phone number for inquiries -- 800-432-1111...

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Visual: If the story makes it on TV, I would like to see images of fuel stations signs, showing the outrageous prices being charged, as well as the area of land where the new Natgo plant will be built in Turtle Bay. Outline of Paragraphs: Lead: Sharp news angle 2. Information about Natgo’s headquarters and gas stations 2. Natural-gas conversion process 3. Franchisee Information 4. This will communicate the 5 W's, the news angle and the message. What’s the headline: “New Natural Gas Stations Looking to Save Consumers $50” Message: Natgo, Inc. will be opening a franchise chain of natural gas stations around the country in order to combat the high fuel costs that are currently digging deep into the pockets of consumers. These gas stations will offer a relatively inexpensive conversion process that will convert vehicles to natural gas consumption ready. This is expected to save local drivers $50 every 1,000 miles. Natgo, Inc. will also be seeking local talent and business owners to franchise their national chain of natural-gas stations.

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Contact: Melissa, Public Relations Manager Phone: 847-555-6789 Nightline: 847-555-1234

September 1, 2011 FOR IMMEDIATE RELEASE

“NEW NATURAL GAS STATIONS LOOKING TO SAVE CONSUMERS $50”

With the price of gas continuing to rise, would you be willing to pay for a

natural-gas conversion kit that would allow your car to use cheaper, natural gas? With the local opening of national

natural-gas stations and the low conversion process being marketed by these stations, the general public will once

again be able to afford vehicle fuel.

Natgo, Inc. is planning for a chain of natural-gas stations, nationwide.

Production on these new stations will begin in October of this year. All the Natgo natural gas stations will

manufacture the vehicle conversion kits. For $150, the average US motorist may purchase the conversion kit,

distributed by Natgo, which will enable them to convert their present cars to run on natural gas, as well as gasoline.

This means that the average motorist, running their vehicle on natural gas, will save about $50 every one thousand

miles.

Natgo, Inc. will not only be opening up their own natural-gas stations, but they

will also manufacture pumps for Amoco, Exxon and other gas stations, who are expected to agree to sell Natgo,

using separate pumps. With the help of major investors, like Bill Gates and others who agree that consumers are

ready for a network of alternative gas stations, Natgo partners Jon Wollmann and Allen B. Wiess are currently

seeking local entrepreneurs who are ready to invest in such a turning point for fuel costs. These investors would

have the ability to open their own natural-gas station, as part of the new national Natgo chain.

- more -

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NATURAL GAS STATIONS PAGE TWO

Mayor Jimmy Cline was quoted saying, “Natgo will be building a local factory

here in Turtle Bay. What great news this is and how this can help the community here in Turtle Bay is beyond

words.” The factory will be located on the land that occupys the space at Two Day Road and 1-69, just within city

limits. Construction is planned for late this year, with production beginning as early as February of next year.

For inquiries on franchise opportunities, as well as the natural-gas conversion

kits, you may visit Natgo’s temporary World Headquarters, located at 100 Belevue Road in Turtle Bay or you may

call the Natgo toll-free line at (800) 432-1111.

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Message Planner and Feature Release “Lowden Park”

MESSAGE PLANNER

Date File Opened: August 1, 2011

Client: Lowden Park Neighborhood Association Project: Turtle Bay Festival

Objective: to attract the attention of Chicagoans to make the 50-minute trip to Turtle Bay for an authentic small-town festival.

5 W’s Who: Turtle Bay and Lowden Park Neighborhood Association What: Annual Summer Festival Where: Lowden Park at the intersection of Nelson Street When: Begins Sunday, August 27 thru Labor Day Why/How: Angle: With the help of the Turtle Bay Town Council’s donation, this is set to be the biggest and most exciting festival yet since 1991. There will be a concert size stage and band performing, as well as the usual “merrymakers”. Key Ideas: Lowden Park Neighborhood Association Has a neighborhood festival every summer Every year since 1991 Was trying to get some community spirit started up Held at Lowden Park – large square with tennis courts Held every year in the last full week before Labor Day A big tent is set-up on the edge of the park On the Calvin Street side, at the intersection of Nelson Street All different kinds of food stalls there From restaurants throughout Persimmon County Smaller booths and open-front tents are set-up outside the big tent Crafts and such are sold here Not sure of the participants yet this year Last year there were farmers’ market-type booths (apples, sausages, honey) And wooden traditional style toys A local woman sold quilts – spent all year making quilts just for this festival Some people do all their Christmas shopping in August, at the fest First year that the town council is helping fund the festival Mayor Jimmy Cline is up for re-election this year Lowden Park neighborhood has really grown Turtle Bay Town Council is giving the festival $5000 This will help promote the festival into a citywide event

Mayor Jimmy Cline will be opening the fest on the first day, August 27th – Sunday at Noon. There will be a band this year, on a real concert stage With sound equipment The local “merrymakers” will be performing, as well. The “merrymakers” is a neighborhood musical competition Some people would sing barber shop quartet stuff Some would play an instrument A kids group, named Lowden Park Kazoo Chamber Orchestra, played the kazoo Started as a form of entertainment for the festival Grew into the highlight of the festival Prizes were awarded

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Festival starts Sunday, August 27 and runs through Labor Day

Visual: If this story makes TV news, I’d like to see a visual of Lowden Park without any of the set-ups, as well as shots of the setting up process for the festival. Outline of Paragraphs: 1. Lead (Question – Delay lead) 2. Nut Graf (5 W’s) 3. The band and the merrymakers 4. Overview of the festival 4. History of the neighborhood festival 5. Pertinent information – days, times, places What’s the headline? “Local Neighborhood Festival Brings Big Sounds Center Stage” Message: This year’s Turtle Bay Festival, hosted by the Lowden Park Neighborhood Association will be bringing a real live concert stage to the small, quaint neighborhood. Not only will the merrymakers continue to perform, but also a band will be performing on a real concert stage with real concert equipment, as well as the usual food stalls and farmers market booths.

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Contact: Melissa Kordecki, Publicity Director Phone: 847-555-6678, Ext. 6789 Night Line: 847-546-3456

August 2, 2011 FOR IMMEDIATE RELEASE

“LOCAL NEIGHBORHOOD FESTIVAL BRINGS BIG SOUNDS CENTER STAGE”

Did you ever think that a small town, like Turtle Bay, would ever have the

ability to bring a real concert stage and sound equipment to entertain the area’s residents?

This year, the Lowden Park Neighborhood Association will once again be

holding their annual Turtle Bay Summer Festival. Beginning Sunday, August 27th and running through Labor Day

the festival this year will feature a currently unnamed band that will perform on a real concert stage with arena

concert sound equipment. The traditional “merrymakers” competition will also continue to be a highlight at this

year’s festival.

The “merrymakers” competition will be held again this year, after the band

performs. Started as a form of entertainment for the festival, the “merrymakers” is a neighborhood musical

competition when adults and children from the area compete by singing to win prizes. It has grown to be the

highlight of the Turtle Bay Summer Festival. Some sing barber shop quartet stuff, some play instruments, but the

local attraction to the “merrymakers” is the children’s group titled Lowden Park Kazoo Chamber Orchestra. Their

instrument of choice? You guessed it – kazoos! Most kids in the neighborhood these days can hardly wait until

they’re old enough to join the LWKCO.

Every year since 1991, the Lowden Park Neighborhood Association has held

this annual festival. It is held at the large square in Lowden Park, by the tennis courts. The annual festival is always

held the last full week before Labor Day.

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FESTIVAL BRINGS BIG SOUNDS PAGE TWO

As always a big tent will be set-up on the Calvin Street side of the park, at the

intersection of Nelson Street. In the tent, you can find all different kind of food stalls, featuring local cuisine and

favorites from restaurants throughout Persimmon County. Smaller booths and open-front tents will be set-up outside

the big tent. Here is where you can find arts, crafts, toys, gifts and farmers market type booths. Turtle Bay is proud

to host a local resident’s booth, where she sells her handmade quilts that she spends all year making, just for the

festival. It has been heard that some residents do all their Christmas shopping, in August, at the festival.

Mayor Jimmy Cline, who is currently up for re-election, will be on hand this year to open

the Turtle Bay festival and welcome the residents alike. With the help of the Turtle Bay Town Council and Mayor

Jimmy Cline, the LPNA is hoping to promote the festival into a citywide event.

The Turtle Bay Festival will begin Sunday, August 27th and will run through Labor Day.

For more information, please contact the Lowden Park Neighborhood Association at 312.567.8900.

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Message Planner and Press Release “Midterm (Haddaway)”

Message Planner

Date Filed Opened: April 18, 2011

Client: Armitage Hall Foundation Project: The appointment of Jessica Haddaway

Objective: To announce the appointment of Jessica Haddaway as the new President of Armitage Hall. 5 W’s Who: Armitage Hall What: Announcing their new President, Jessica Haddaway Where: Chicago, IL When: April 18, 2011

Why/How: Arnold Phillips will be retiring and Jessica Haddaway will be taking his position.

Angle: Jessica Haddaway has always been focused on corporate philanthropy, especially thru her tenure at Radnor Steel. Now, her work and focus on corporate philanthropy takes her to a foundation that gives away $100 million every year and now, one percent to the Chicago community. Key Ideas:

� Jessica Haddaway is 43 years old. � She's divorced � Lives in River North (Chicago) � She walks to work every day, about 10 blocks � She is also a certified aerobics instructor and conducts classes (it's more like a hobby for her) at the

Chicago Sports Club, 311 N. Wabash, Chicago 60610 � But maybe not anymore, as a high-flying CEO � She got her B.A. in Marketing Communication at George Washington University (Washington, D.C.) � Got her M.B.A. at Univ. of Maryland � For a few years she had her own PR firm in D.C. � Ten years ago she was hired at Radnor Steel, in Gary, Indiana � They make ball bearings � She was hired in their communications office � Then became (5 years ago) head of corporate communications � One of her responsibilities was keeping track of Radnor's modest donations program (giving $$$ to local

worthy causes) � Under her, their corporate contributions grew from $10,000/yr to $100,000/yr � Her business card reads Vice President of Government Relations, Radnor Steel � Her primary focus is still corporate philanthropy � Not only did contributions increase, but also the way she gives away Radnor's money is interesting. � She believes too many corporate contributions are wasted on administrative red tape. � She would rather give money directly to social service agencies, even very small ones like battered spouse

clinics, or pre-natal and neo-natal care, Head Start type programs, community medical clinics, and the like � You can find her on the sidewalk some morning, wearing her blue jeans and sneakers, just waltzing into

some storefront clinic to see what they're doing and to figure out if they can use some funding to do their good work.

� About five years ago she joined the Society of Corporate Philanthropy and now is a member of their board. � She is also a member of the American Association of Charitable Services. � Back in 1992, when Ms. Haddaway was running her own PR firm, Arnold A. Phillips ascended to the

presidency of the Armitage Hall Foundation, at 150 N. LaSalle, Chicago 60601 (312-443-4000) � This is a foundation with an endowment of over $1 billion.

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� It makes grants to the Mayo Clinic, and many universities, for medical research -- previously only very large grants -- which total over $100 million a year.

� It is one of the biggest funding resources for medical research in the world � Phillips has been there for 17 years. � Now he plans to retire � He wants to spend time fishing in California, where he is from. � Next week there will be a press conference at which the board of trustees of � At today's press conference the board of trustees of Armitage Hall Foundation going to be proudly

announcing that Ms. Haddaway will be their new president. � She will leave Radnor Steel and hook up with Armitage Hall on July 1 � She intends to continue her approach to philanthropy as developed at Radnor � She will redirect one percent of the Armitage Hall Foundation's annual giving from major medical research

to local Chicago area social service agencies. � As an anonymous note on the foundation's cafeteria bulletin board said, "the board likes her style, and this

is going to be good news for smaller Chicago non-profits, since she's not against giving the big grants, but wants to do more small grants too like at Radnor."

Visual: Jessica Haddaway in action, showing the volunteer work that she does. Outline of Paragraphs: Lead: Summary Lead (5 W’s) 2. The news angle and message 3. Background information on Ms. Jessica Haddaway 4. Quote about Jessica 5. Information about Armitage Hall What’s the headline: “Corporate Philanthropist Taking President Position at Armitage Hall” Message: Jessica Haddaway will be filling the president position at Armitage Hall, following the retirement of Arnold Phillips. Ms. Haddaway will now be heading a foundation that gives away $100 million every year. A successful and dedicated corporate philanthropist, Ms. Haddaway will be focusing on Chicago social services and non-profit organizations. A weekend warrior, Jessica is a hands-on philanthropist, personally seeking out possible grant recipients.

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Contact: Melissa Kordecki, Public Relations Director Phone: 847-555-6678, Ext. 6789 Night Line: 847-546-3456

April 18, 2011 FOR IMMEDIATE RELEASE

“CORPORATE PHILANTHROPIST TAKING PRESIDENT POSITION AT ARMITAGE HALL”

A local Chicago corporate philanthropist will soon be filling the President

position at the Armitage Hall Foundation. The position, which will be vacated by the retirement of current President,

Arnold Phillips, will be taken Jessica Haddaway from Radnor Steel as of this July 1st, 2011.

Ms. Jessica Haddaway will be bringing years of Corporate Philanthropy

experience to the Armitage Hall Foundation. Jessica has always been focused on corporate philanthropy, especially

thru her tenure at Radnor Steel -- where under her management, corporate contributions grew from $10,000 to

$100,000 per year. Now, her work and focus on corporate philanthropy takes her to a foundation that gives away

$100 million every year. Jessica will redirect one percent of Armitage Hall’s annual contributions to local Chicago

area social service agencies.

Ms. Haddaway is currently a member of the board for the Society of Corporate

Philanthropy. She is also a member of the American Association of Charitable Services. A River North, Chicago

resident, Jessica is always finding ways to help out the community, as well as personally seeking out possible grant

recipients. A self-described weekend warrior, Jessica can be found walking around the local neighborhoods, seeking

clinics that can use some funding for all of their good work.

- more -

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CORPORATE PHILANTHROPIST PAGE TWO

The Armitage Hall Foundation is looking forward to all that Ms. Haddaway will

be bringing to the foundation. “The board likes her style, and this is going to be good news for smaller Chicago non-

profits, since she’s not against giving the big grants, but wants to do more small grants too like at Radnor,” as stated

anonymously from the Armitage Hall Foundation.

The Armitage Hall Foundation currently has an endowment of over $1 billion.

Grants by the foundation are given to the Mayo Clinic and many universities, for medical research. The Armitage

Hall Foundation, one of the biggest funding resources for medical research in the world, totaled over $100 million in

grants a year. For information about the Armitage Hall Foundation, located at 150 N. LaSalle, Chicago, 60601,

please contact Melissa Kordecki, Public Relations Director at (312) 443-4000.

- end -

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30-Second PSA and Broadcast Release with Message Planner “PSA” Contact: Melissa Kordecki, Publicity Director Phone: 847-555-5555 ext. 555 Night line: 847-456-7890

Begin Jan. 14 End Feb.14

: 30 SECOND PSA – LOCAL STUDENTS LOOKING FOR DONATIONS FOR FOOD DRIVE HAVE YOU EVER WANTED TO HELP OUT YOUR LOCAL COMMUNITY IN THE FIGHT AGAINST

POVERTY, BUT WERE NEVER REALLY SURE HOW TO GET INVOLVED? WELL, NOW YOU CAN GET

INVOLVED AND MAKE A DIFFERENCE WITH THE HELP OF THE WESTLAND COLLEGE STUDENT

ASSOCIATION. THE STUDENTS OF WESTLAND WILL BE COLLECTING CANNED GOODS AND

STAPLES IN ORDER TO PROVIDE WEEKLY MEAL SERVICES FOR THE HUNGRY AND HOMELESS OF

PERSIMMON COUNTY. MONEY FOR PERSHIABLE ITEMS WILL ALSO BE ACCEPTED. PLEASE HELP

BY BRINGING YOUR ITEMS AND CHECKS TO THE WESTLAND COLLEGE SOCIOLOGY

DEPARTMENT, LOCATED IN BUILDING B. YOUR HELP IN FIGHTING THIS ONGOING COMMUNITY

ISSUE IS CRUCIAL. EVERY LITTLE BIT HELPS. PLEASE MAKE A DIFFERENCE AND HELP OUT YOUR

NEIGHBORS IN NEED. NOBODY SHOULD EVER HAVE TO GO HUNGRY.

-end-

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Contact: Melissa Kordecki, Publicity Director Phone: 847-555-5555 ext. 555 Night line: 847-456-7890

Begin Jan. 14 End Feb.14

LOCAL STUDENTS TAKING CHARGE AGAINST LOCAL CITIZENS GOING HUNGRY

The students of Westland College, specifically the Westland College Student

Association will be feeing the homeless, poverty stricken and hungry of Persimmon County with their newly

announced food drive and weekly meal service initiative.

Students in a Sociology class at Westland College discovered that homelessness

is a problem in Turtle Bay, after seeing state welfare statistics, which show that about 200 families and individuals

are living in chronic poverty, with no fixed address, in Persimmon County.

The Westland College Student Association is an on-campus student organization

at Westland College, who are dedicated to connecting Westland College learning to the social needs of Persimmon

County. This is why; along with the Sociology students of Westland College, they will be sponsoring the meal

services.

The weekly meal service titled, “From the Heart,” will take place at the

Anodyne Center, beginning February 14th and continuing every Saturday night. The food drive was initiated at

January 14’s press conference with Mayor Jimmy Cline.

Mayor Cline will be on-hand February 14th for the start of the meal service

program. Here, he will be showing his support by helping to service the food to the local community, wearing an

apron and chef’s hat.

-more-

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The Westland College Student Association is asking for support by reaching out

to the local community for canned good and staple items. Items can be dropped off at Building B (Sociology

Department) at Westland College. Money and checks are greatly appreciated, as well. Any little bit helps. Checks

can be made payable to WCSA. Volunteers are also needed to help with the weekly meal service. Anyone interested

in helping out this crucial need of community support of asked to contact the Westland College Student Association

President Sue Jennings at 847-567-8907.

-end-

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MESSAGE PLANNER

Date File Opened: January 2, 2012

Client: Westland College Student Association Project: From the Heart food drive and meal service

Objective: Getting the community to donate food items and volunteer for the meal service.

5 W’s Who: Westland College Student Association What: Sponsoring food drive and meal service Where: Anodyne Center in Turtle Bay When: January 14 – Food drive, February 14 – Meal service Why/How: in order to feed the hungry families of Persimmon County Angle: The community of young students in Turtle Bay has never done this before. The students are taking charge of the poverty in the area with the help of Mayor Cline, as he has committed to being apart of such an undertaking. Key Ideas: Westland College is a small state college in Central Illinois It's located on the edge of Turtle Bay, Ill., in Persimmon County Westland Students study liberal arts, mostly The Westland College Student Association is a student organization on campus President of the Student Association is Sue Jennings The Student Association has, as part of its mission statement, "dedicated to connecting Westland College learning

to the social needs of Persimmon County" Students in a sociology class discovered that homelessness is a problem in Turtle Bay The number varies, but state welfare statistics show that about 200 families and individuals are living in chronic

poverty, with no fixed address, in Persimmon County Recently a factory closed, just outside of Turtle Bay, Ill. The factory made marshmallows. Persimmon County was once the "Marshmallow Capital of the Midwest" About 400 workers were laid off when the factory closed They were mostly migrant workers Poverty figures were generated before the Marshmallow Factory lay-offs Students decided to do something about the poverty The sociology students convinced the Student Association to get involved in the problem The students will launch a food drive on January 14, at a news conference They want canned goods and staples dropped off at Building B, Sociology Department, on campus They'll take checks too, for perishable items, made payable to WCSA and mailed to the Westland College Student

Association, Westland College, Turtle Bay, IL 60699 At the press conference on Jan. 14, Mayor Jimmy Cline will be on hand He'll also wear an apron and chef's cap for the press conference announcing the beginning of the food drive There's a social service agency in Turtle Bay called the Anodyne Center It's at 450 Eastlake Drive Director of the Anodyne Center is David Jackson They plan to host weekly free meals for the homeless, beginning Saturday, Feb. 14 (Valentine's Day) The students plan to sponsor free meals for the homeless every Saturday night Food will be served at the Anodyne Center They call their program "From the Heart" They'll serve meals every Saturday, 4-7pm, "for as long as people are still going hungry in Turtle Bay" (Mayor Cline) He will also be on hand on Feb. 14, and will help serve food, wearing an apron and chef's cap The students are thinking there are six other days in the week. If students can take the lead, maybe other civic

groups in Turtle Bay can pick up the other six nights of the week. That would be okay with David Jackson. The Anodyne Center is willing to provide meals seven days a week, as

long as there are civic groups to do the work

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Visual: TV segment to show kids, as well as Mayor Cline, feeding the homeless, as well as the long line of homeless and poverty stricken individuals – all to spark the interest of the general public so they realize how big of a problem we have here in Persimmon County, when it comes to homelessness. Outline of Paragraphs: Lead: This will communicate the 5 W's, the news angle and the message. 2. Westland College Student Association 3. Mayor Cline’s involvement 4. Where and how food will be served 5. Need for money, food, and volunteers 6. Background on poverty problems 7. Anodyne Center 8. Westland College What’s the headline? “Local students taking charge against local homeless and poverty problems.” Message: The students of Westland College are looking for local support and volunteers to assist them in their charge of feeding the homeless and hungry in Persimmon County. Mayor Cline will be supporting their efforts, so everyone is urged to come out and help in any little way they can.

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Script Treatment and Working Script with Message Planner “VNR” Script Treatment: Westland College Student Association’s "From the Heart" Meal Service and Food Drive Client: Westland College Student Association Prepared by: Melissa Kordecki Camera opens on a scene of homeless people walking around Persimmon County. (News Anchor) THE RISE IN THE HOMELESS POPULATION OF PERSIMMON COUNTY HAS RECENTLY BECOME A BIG PROBLEM IN THE LOCAL COMMUNITY. ACCORDING TO STATE WELFARE STATISTIC, THERE ARE ABOUT 200 FAMILIES AND INDIVIUALS THAT ARE LIVING IN CHRONIC POVERTY, WITH NO FIXED ADDRESS, IN PERSIMMON COUNTY. STUDENTS AT WESTLAND COLLEGE HAVE NOT ONLY RELIAZED THE EXTENSIVENESS OF THE HUNGRY AND HOMELESS, BUT THEY HAVE DECIDED TO TAKE A STANCE AGAINST THIS EVER GROWING PROBLEM. Cut to a scene of Westland College students walking around on campus. (Voice over) THE STUDENTS OF WESTLAND COLLEGE STUDENTS ASSOCIATION, WITH THE HELP OF MAYOR JIMMY CLINE, WILL BE INIATING A MEAL SERVICE TO THE HOMELESS, BEGINNING FEBRUARY 14. THE MEAL SERVICE WILL TAKE PLACE EVERY SATURDAY FROM 4-7PM AT THE ANODYNE CENTER. Medium shot of Westland College students packing bags with food in order to prepare for the meal service. CUT TO medium shot of Mayor Cline at the recent press conference, wearing an apron and chef’s cap to announce the beginning of the food drive (Voice over) THE WESTLAND COLLEGE STUDENT ASSOCIATION IS ASKING THE LOCAL COMMUNITY TO GET INVOLVED IN THE FIGHT AGAINST HUNGER WITH THEM. THEY WILL BE ACCEPTING PERSHIABLE ITEMS, AS WELL AS ANY MONEY TO PURCHASE NON-PERSIHABLE ITEMS AND MOST IMPORTANTLY, THEY ARE SEEKING VOLUNTEERS TO ASSIST IN THE SERVING OF THE FOOD. CUT TO various shots of activities in the Anodyne Center (Voice over) DAVID JACKSON, THE DIRECTOR OF THE ANODYNE CENTER SAYS HE IS WILLING TO PROVIDE MEAL SERVICES SEVEN DAYS A WEEK AS LONG AS THERE ARE CIVIC GROUPS TO DO THE WORK. CUT TO various activities showing David Jackson at work at the Anodyne Center. (Voice over) THOSE WHO ARE INTERESTED ARE ASKED TO CONTACT THE WESTLAND COLLEGE STUDENT ASSOCIATION, LOCATED IN BUILDING B AT WESTLAND COLLEGE. CUT TO a shot of the Westland College Student Association doing various activities around the community of Persimmon County. (Voice over:) ANY HELP IS GREATLY APPRECIATED IN THE FIGHT AGAINST HUNGER IN PERSIMMON COUNTY. MAYOR CLINE IS VERY SUPPORTIVE OF THESE EFFORTS AND IS URGING EVERYONE TO COME OUT AND HELP IN ANY LITTLE WAY THEY CAN.

- end -

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Video

Scene of homeless people walking around

Persimmon County.

Anchor on camera

Scene of Westland College students walking around on campus.

Shot of Westland College students packing bags with food in order to prepare for the meal service.

Shot of Mayor Cline at the recent press conference,

wearing an apron and chef’s cap to announce the beginning of the food drive.

Various shots of activities in the Anodyne Center.

Various activities showing David Jackson at work at

the Anodyne Center.

Shot of the Westland College Student Association doing various activities around the community of

Persimmon County.

Audio

THE RISE IN THE HOMELESS POPULATION OF PERSIMMON COUNTY HAS RECENTLY BECOME A BIG PROBLEM IN THE LOCAL COMMUNITY. ACCORDING TO STATE WELFARE STATISTIC, THERE ARE ABOUT 200 FAMILIES AND INDIVIUALS THAT ARE LIVING IN CHRONIC POVERTY, WITH NO FIXED ADDRESS, IN PERSIMMON COUNTY. STUDENTS AT WESTLAND COLLEGE HAVE NOT ONLY RELIAZED THE EXTENSIVENESS OF THE HUNGRY AND HOMELESS, BUT THEY HAVE DECIDED TO TAKE A STANCE AGAINST THIS EVER GROWING PROBLEM. THE STUDENTS OF WESTLAND COLLEGE STUDENTS ASSOCIATION, WITH THE HELP OF MAYOR JIMMY CLINE, WILL BE INIATING A MEAL SERVICE TO THE HOMELESS, BEGINNING FEBRUARY 14. THE MEAL SERVICE WILL TAKE PLACE EVERY SATURDAY FROM 4-7PM AT THE ANODYNE CENTER. THE WESTLAND COLLEGE STUDENT ASSOCIATION IS ASKING THE LOCAL COMMUNITY TO GET INVOLVED IN THE FIGHT AGAINST HUNGER WITH THEM. THEY WILL BE ACCEPTING PERSHIABLE ITEMS, AS WELL AS ANY MONEY TO PURCHASE NON-PERSIHABLE ITEMS AND MOST IMPORTANTLY, THEY ARE SEEKING VOLUNTEERS TO ASSIST IN THE SERVING OF THE FOOD. DAVID JACKSON, THE DIRECTOR OF THE ANODYNE CENTER SAYS HE IS WILLING TO PROVIDE MEAL SERVICES SEVEN DAYS A WEEK AS LONG AS THERE ARE CIVIC GROUPS TO DO THE WORK. THOSE WHO ARE INTERESTED ARE ASKED TO CONTACT THE WESTLAND COLLEGE STUDENT ASSOCIATION, LOCATED IN BUILDING B AT WESTLAND COLLEGE. ANY HELP IS GREATLY APPRECIATED IN THE FIGHT AGAINST HUNGER IN PERSIMMON COUNTY. MAYOR CLINE IS

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VERY SUPPORTIVE OF THESE EFFORTS AND IS URGING EVERYONE TO COME OUT AND HELP IN ANY LITTLE WAY THEY CAN.

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MESSAGE PLANNER

Date File Opened: January 2, 2012

Client: Westland College Student Association

Project: From the Heart food drive and meal service

Objective: To get the community of Persimmon County to donate food items and volunteer for the meal service.

5 W’s Who: Westland College Student Association with the help of Mayor Cline What: Sponsoring food drive and meal service Where: Anodyne Center in Turtle Bay When: January 14 – Food drive, February 14 – Meal service Why/How: in order to feed the hungry families of Persimmon County

Angle: The students of Turtle Bay will be taking charge to fight the rise of the poverty in the area with the help of Mayor Cline - as he has committed to being apart of such an undertaking. Key Ideas: Westland College is a small state college in Central Illinois It's located on the edge of Turtle Bay, Ill., in Persimmon County Westland Students study liberal arts, mostly The Westland College Student Association is a student organization on campus President of the Student Association is Sue Jennings The Student Association has, as part of its mission statement, "dedicated to connecting Westland College learning

to the social needs of Persimmon County" Students in a sociology class discovered that homelessness is a problem in Turtle Bay The number varies, but state welfare statistics show that about 200 families and individuals are living in chronic

poverty, with no fixed address, in Persimmon County Recently a factory closed, just outside of Turtle Bay, Ill. The factory made marshmallows. Persimmon County was once the "Marshmallow Capital of the Midwest" About 400 workers were laid off when the factory closed They were mostly migrant workers Poverty figures were generated before the Marshmallow Factory lay-offs Students decided to do something about the poverty The sociology students convinced the Student Association to get involved in the problem The students will launch a food drive on January 14, at a news conference They want canned goods and staples dropped off at Building B, Sociology Department, on campus They'll take checks too, for perishable items, made payable to WCSA and mailed to the Westland College Student

Association, Westland College, Turtle Bay, IL 60699 At the press conference on Jan. 14, Mayor Jimmy Cline will be on hand He'll also wear an apron and chef's cap for the press conference announcing the beginning of the food drive There's a social service agency in Turtle Bay called the Anodyne Center It's at 450 Eastlake Drive Director of the Anodyne Center is David Jackson They plan to host weekly free meals for the homeless, beginning Saturday, Feb. 14 (Valentine's Day) The students plan to sponsor free meals for the homeless every Saturday night Food will be served at the Anodyne Center They call their program "From the Heart" They'll serve meals every Saturday, 4-7pm, "for as long as people are still going hungry in Turtle Bay" (Mayor Cline) He will also be on hand on Feb. 14, and will help serve food, wearing an apron and chef's cap The students are thinking there are six other days in the week. If students can take the lead, maybe other civic

groups in Turtle Bay can pick up the other six nights of the week. That would be okay with David Jackson. The Anodyne Center is willing to provide meals seven days a week, as

long as there are civic groups to do the work

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Visual: TV segment to show kids, as well as Mayor Cline, feeding the homeless, as well as the long line of homeless and poverty stricken individuals – all to spark the interest of the general public so they realize how big of a problem we have here in Persimmon County, when it comes to homelessness. Outline of Paragraphs: Lead: This will communicate the 5 W's, the news angle and the message. 2. Westland College Student Association 3. Mayor Cline’s involvement 4. Where and how food will be served 5. Need for money, food, and volunteers 6. Background on poverty problems 7. Anodyne Center 8. Westland College What’s the headline? “Local students taking charge against local homeless and poverty problems.” Message: The students of Westland College are looking for local support and volunteers to assist them in their charge of feeding the homeless and hungry in Persimmon County. Mayor Cline will be supporting their efforts, so everyone is urged to come out and help in any little way they can.

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Pitch and Confirmation Letter with Message Planner “Pitch” Dear Mr. Sam Gordon, Jessica Haddaway has always been a corporate philanthropist. As the Vice President of Government Relations at Radnor Steel, she grew the company’s corporate contributions from $10,000 a year to $100,000 a year. Not only did she increase the contributions, Jessica focused on social service agencies, Head Start type programs and community medical clinics. Due to all of her experience, Jessica should have no problem presiding over the Armitage Hall foundation come July 1st. The current President, Arnold A. Phillips, will be retiring. The Armitage Hall Foundation currently has an endowment of over $1 billion every year. The foundation makes grants to the Mayo Clinic for medical research. It is one of the biggest funding resources for medical research in the world. Jessica is very passionate about all of her upcoming plans for the Armitage Hall Foundation. She has great stories about those she has helped with all her efforts. All that were in need and Jessica was there, at the right time and the right place for them. The number of lives that she has touched is uncountable. Many, I am sure, are some of your listeners of the Sam Gordon Show. The rest of your listeners on WKYK-FM will be astounded at all Jessica has accomplished. I can’t imagine a better person to speak on your local community affairs broadcast. Jessica would be the ideal candidate to speak of local community affairs. She is available any day in this coming week, but after the press conference announcing her new role of President at Armitage Hall, she is scheduled to speak on many radio and television shows across the city. Not the typical billion dollar CEO, Ms. Haddaway can often be found, walking around in blue jeans and sneakers, walking into storefront clinics to find out if they could use any funding to do their good work. Jessica Haddaway is a local Chicago resident, dedicated to helping those in need. An aerobic instructor at the Chicago Sports Club, she walks the 10 blocks to work every day. She received her B.A degree in Marketing Communication from George Washington University and then went on to receive her Master’s degree from University of Maryland. Shortly after, she opened her own Public Relations firm in Washington, D.C. Now, she will be leaving Radnor Steel to take the President position at the Armitage Hall Foundation, located at 150 N. LaSalle. Ms. Haddaway will be filing this position come July 1. I will be calling in a few days to discuss the appearance of Jessica Haddaway as a guest speaker on your weekly radio broadcast. Thank you for your consideration. Sincerely, Melissa Kordecki

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Dear Mr. Sam Gordon, Thank you for inviting Jessica Haddaway to join you on Sunday, March 21, for an interview on your self-titled broadcast on WKYK-FM. We will be there in your downtown Chicago studios, at 12500 Persimmon Avenue, no later than 7:45 PM, so Jessica will be available to be on-air promptly at 8:00 PM for a half an hour segment. I think your viewers will be fascinated by Jessica Haddaway’s enormous voluntary efforts and all the money and contributions that she has given back to the local community, especially Chicago social services and small non-profits in and around the city. Becoming the President of Armitage Hall Foundation is such a natural move and promotion for Jessica because not only is she charitable, but very smart and well-educated, having earned her Master’s from the University of Maryland, where she then opened up her own Public Relations firm. Jessica is “going to be good news for smaller Chicago non-profits” since she plans to iniate small grants to Chicago social services, as well as continue on with the larger grants that are currently being given by the Armitage Hall Foundation to places like the Mayo Clinic. Jessica Haddaway is looking forward to her conversation with you. In my opinion, she is most passionate when speaking on the subjects of:

- Her upcoming plans for the Armitage Hall Foundation

- Her direct, hands-on interest in the social needs of Chicago

- Her excitement when dealing with the Armitage Hall Foundation grants that total $100 million every year

- Her standing as a member on the board at the Society of Corporate Philanthropy

- Her corporate philanthropy past at Radnor Steel

We are looking forward to a great show. Thanks again. Sincerely, Melissa Kordecki

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Message Planner

Date File Opened: March 4, 2011 Client: Jessica Haddaway Project: Ms. Haddaway, Armitage Hall’s New President Objective: To promote Ms. Haddaway’s community affair efforts as Armitage Hall’s new president, in the ways of on-air radio and television broadcasts. 5 W’s Who: Ms. Jessica Haddaway What: is becoming the President of Armitage Hall Where: Chicago, IL When: Next week

Why/How: Arnold Phillips will be retiring and Jessica Haddaway will be taking his place. Angle: Jessica Haddaway has always been focused on corporate philanthropy, especially thru her tenure at Radnor Steel. Now, her work and focus on corporate philanthropy takes her to a foundation that gives away $100 million every year and now, one percent to the Chicago community. Key Ideas:

� Jessica Haddaway is 43 years old. � She's divorced � Lives in River North (Chicago) � She walks to work every day, about 10 blocks � She is also a certified aerobics instructor and conducts classes (it's more like a hobby for her) at the

Chicago Sports Club, 311 N. Wabash, Chicago 60610 � She got her B.A. in Marketing Communication at George Washington University (Washington, D.C.) � Got her M.B.A. at Univ. of Maryland � For a few years she had her own PR firm in D.C. � Ten years ago she was hired at Radnor Steel, in Gary, Indiana � They make ball bearings � She was hired in their communications office � Then became (5 years ago) head of corporate communications � One of her responsibilities was keeping track of Radnor's modest donations program (giving $$$ to local

worthy causes) � Under her, their corporate contributions grew from $10,000/yr to $100,000/yr � Her business card reads Vice President of Government Relations, Radnor Steel � Her primary focus is still corporate philanthropy � Not only did contributions increase, but also the way she gives away Radnor's money is interesting. � She believes too many corporate contributions are wasted on administrative red tape. � She would rather give money directly to social service agencies, even very small ones like battered spouse

clinics, or pre-natal and neo-natal care, Head Start type programs, community medical clinics, and the like � You can find her on the sidewalk some morning, wearing her blue jeans and sneakers, just waltzing into

some storefront clinic to see what they're doing and to figure out if they can use some funding to do their good work.

� About five years ago she joined the Society of Corporate Philanthropy and now is a member of their board. � She is also a member of the American Association of Charitable Services. � Back in 1992, when Ms. Haddaway was running her own PR firm, Arnold A. Phillips ascended to the

presidency of the Armitage Hall Foundation, at 150 N. LaSalle, Chicago 60601 (312-443-4000) � This is a foundation with an endowment of over $1 billion. � It makes grants to the Mayo Clinic, and many universities, for medical research -- previously only very

large grants -- which total over $100 million a year. � It is one of the biggest funding resources for medical research in the world � Phillips has been there for 17 years. � Now he plans to retire

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� He wants to spend time fishing in California, where he is from. � Next week there will be a press conference at which the board of trustees of Armitage Hall Foundation is

going to be proudly announcing that Ms. Haddaway will be their new president. � She will leave Radnor Steel and hook up with Armitage Hall on July 1 � As an anonymous note on the foundation's cafeteria bulletin board said, "the board likes her style, and this

is going to be good news for smaller Chicago non-profits, since she's not against giving the big grants, but wants to do more small grants too like at Randor."

� That includes a new emphasis on Chicago social services, which will now receive one percent of the Foundation's total giving each year.

Visual: Jessica Haddaway in action, showing the volunteer work that she does Outline of Paragraphs: Lead: The Angle (Jessica’s corporate philanthropy dedication) 2. 5 W’s 3. The message - 4. Interview offering 5. Follow-up information What’s the headline: “Corporate Philanthropist Taking President Position at Armitage Hall” Message: Jessica Haddaway will be filling the president position at Armitage Hall, following the retirement of Arnold Phillips. Ms. Haddaway will now be heading a foundation that gives away $100 million every year. A successful and dedicated corporate philanthropist, Ms. Haddaway will be focusing on Chicago social services and non-profit organizations. A weekend warrior, Jessica is a hands-on philanthropist, personally seeking out possible grant recipients.