Posted: May 9th, 2015

Media Relations – Media kit poftfolit

THIS IS A FICTIONAL SCENARIO
This is a fictional scenario – some names have been altered
Assessment 1 – media kit – 30% (30 marks)
Media Kit 1200 words equivalence – Media Kit comprising 5 items: Media Release, Media Alert, Backgrounder, a Pitch Letter and a Media List (the list should comprise of 15-20 media outlets in a variety of media). The pitch letter should be addressed to one of your media list contacts. A variety of examples of each of these can be found on the CloudDeakin site.
Assessment No. 2 Media Relations Portfolio – this is a fictional scenario
Geelong (You can substitute* Newcastle; *Wollongong; or *Rockhampton and the respective universities – remember to use appropriate regional centre media outlets) is a regional city of approximately 200,000 people. It is surrounded by pastoral and agricultural farms, several small towns and a couple of industrial parks. It has several schools, a TAFE College and Deakin University (DU) situated in a semi-rural campus adjacent to the town’s fast growing suburbs.
The University has a population of 5,000 students and staff. The city of Geelong has many small businesses.
To celebrate the funding announcement from the Government for the Centre for Healthy Living (CHL) the University has decided to launch a “Healthy Eating, Active Living “program aimed at the entire local community. It will commence with a Walk to Work day for all staff and students. It is hoped that other community members will join in on the day.
The Minister for Healthy Living, Kenric Orr-Agg will make the announcement at the University at the conclusion of the Walk to Work Day festivities.
Newly appointed Australian Cricket Captain Steve Smith has agreed to be an Ambassador for the CHL.
In your capacity as public relations officer for Deakin University, your task is to compile a Media Kit to publicise the issue, promote the event and encourage participation. The media kit comprises
5 items: Media Release (must advise photo opportunities), Media Alert, Backgrounder, a Media List and a Pitch Letter to an individual on the media list.
Whilst a degree of creativity is permitted in your response, your Media Kit must be realistic in the
context of the information supplied. The Kit and its contents must promote the event to the
local, regional, state and national media outlets.
The program has the slogan of: Healthy Eating, Active Living – start by walking
To assist participants on the day:
 Walking buses will leave from 6 points around the city every 30 minutes from 7.00am and proceed to the University.
 Stands will be set up along the way offering water and rest stops with masseurs on hand to help with those tired muscles.
 The CHL will be officially launched by the Healthy Living Minister, Kenric Orr-Agg who will give a short speech.
THIS IS A FICTIONAL SCENARIO
This is a fictional scenario – some names have been altered
 Coffee Shack will have mobile coffee stalls set up along the routes into the University. A dollar from every coffee sold will be donated to the Geelong* Homeless refuge.
 DU athletics team will run a 15 kilometre circuit of Geelong on the morning.
 On arriving at the Uni participants will receive a free t-shirt and breakfast
 All roads into DU will be closed to motor traffic from 7.00am until 11.00am
 DU Fitness and Wellbeing staff will be on hand along all routes of the walk to assist with any medical or motivational problems.
 All relevant information regarding walking trails and other details can be found on the DU website – walk2work.com.au
Further Information
You may use the following quotes, facts, suggestions and information if you wish.
The Pedestrian Council of Australia state that:
 People who walk before and during work are generally healthier, more productive and creative and less likely to be absent or on sick-leave.
 Regular walking can also help to relieve feelings of depression or anxiety.
 Walking improves the environment by reducing car dependency.
 If people can’t walk all the way, use public transport and get off the bus, train, tram or ferry a few stops earlier and walk the rest of the way to work.
 If people must drive, leave the car at least a kilometre from the destination and walk the rest of the way.
 Take a half-hour walk at lunchtime and where possible use the stairs.
 If people are required to sit a lot at work it is a good idea get up and walk around at least once every hour.
 Walking is an easy and effective way to increase productivity according to one of Australia’s leading corporate health experts, Dr John Lang.
Quotes – to be paraphrased or partially quoted:
“Childhood obesity could be solved through exercise but it doesn’t have to be formal sport programs – it could be as simple as walking.” Mack Stivens, CEO, Australian Hearthealth Council
“We all have to be more conscious of maintaining fitness – I am proud that DU, my old University, is leading the way in promoting healthy alternatives. . Our government believes that Geelong* will in years to come be a beacon not only to other Australian cities, but also worldwide.” Hon. Kenric Orr-Agg, Minister for Healthy Living and local member.
“We are proud to be a sponsor of this event and help everyone get a little bit fitter and save the environment – for a day at least!” Gloria Starbuck, manager of Coffee Shack
“Deakin University – a great place to study. We recognise the a healthy mind is a healthy body so success at University is linked to health. The funding for the CHL will benefit every community in Australia,” Professor Joyce Cole, Vice-Chancellor, DU.
THIS IS A FICTIONAL SCENARIO
This is a fictional scenario – some names have been altered
” Walking is the greenest way to get around; zero pollution, healthy and community friendly. We are born to walk, yet as soon as many of us get a driver’s licence we opt for four wheels instead of two feet. About half of all the car trips made in Geelong* could readily be made by walking, cycling or using public transport, ” Haines Keithwerth, spokesperson, Sustainable Transport Coalition.
“Sure sport can keep you active – but we need to broaden our horizons for those in the community who may be challenged by activity – that is why I am happy to be endorsing and acting as an Ambassador for the CHL,” Steve Smith, Australian Test Captain.
“I normally drive to Uni – but there’s a whole lot of us who will be walking on the day – I hope the weather is good,” Carmen O’Halloran – first year student.
“I’ve arranged for a group of us to run – and some of them could do with a stretch! – you just have to get off your backsides and do it, ” Toni ‘Chalky’ White, 1st year Education PE student
“Well it will be interesting I guess – I don’t see myself selling much coffe or breakfasts. I’ll drive on the day as I have a meeting out of town later in the day, ” Ellen Quinnallan, owner of the University Cafeteria.
“The whole of the 20th century has always put the car at the centre. So by putting the pedestrian first, you create these liveable places I think, with more attraction and interest and character … liveability,” HRH Prince Charles, Prince of Wales
“It’s a good idea I hope it becomes an anual event like the Melbourne Cup” Patrick Smash, DU staff member.
MINISTER’S BRIEFING NOTES
The Government has continued its campaign to drive down the overweight and obesity levels, with a forum today convened by the Minister for Healthy Lifestyles to look at ways government, food manufacturers and retailers can work together to make the healthy choice the easy choice.
Minister for Healthy Living, Kenric Orr-Agg, said the CHL is an absolutely vital step towards arresting the unprecedented overweight and obesity levels we are currently seeing.
The most recent statistics show that around half the adult population (49.7 per cent) and 22.8 per cent of children between 5 and 17 years of age are overweight or obese.
As the Minister for Healthy Living, I am absolutely committed to ensuring that my old university and hometown commence the initiative of becoming the healthiest town in the healthiest state in the healthiest nation.
Through CHL, the Government has created a unique opportunity for a range of food and health professionals to come together and work to improve our food environment.
THIS IS A FICTIONAL SCENARIO
This is a fictional scenario – some names have been altered
CHL will look at what is already being done to create healthier food environments, and what needs to be done into the future to promote healthy eating and reduce the risk of developing chronic disease.”
“I can announce today that the Government will contribute a record investment in promoting healthy lifestyles, with more than $136 million to be directed in to evidence-
based programs that target chronic diseases and obesity. Deakin University will be a recipient of these funds which assist in establishing the Centre for Healthy Living (CHL)”.
“I congratulate Deakin University on this initiative and look forward to walking next year
and in the years to come! Thank you.”
You can create, within reason and the capabilities of the organisation, any further information.
MARKING CRITERIA What the Assessor will be looking for when marking this assignment:
•Students should demonstrate an understanding of professional media relations practice through their responses which must be relevant and realistic. •Work should reflect a thorough understanding of the organisational environment and the media
relations context to which their assessment items relate. •Assessment items must be grammatically appropriate, be thoroughly checked and edited, and adopt the appropriate format for each task.
•Students should demonstrate realistic, feasible and strategic solutions to problems and opportunities. •Items included in the Portfolio should demonstrate a thorough understanding of the identified goals
and objectives in a strategic manner. •Students should display a sound understanding of ethical standards underpinning professional
media relations practice.

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