In-Class Writing Assignment

News Release on Awards

Use the information provided below to write a news release announcing the winners of PRSA's annual awards.

  • Be sure to follow the "angle" specified by the instructor in class.
  • Your release should follow the standard format for a traditional news release but should be optimized to be digitally archived and searched. (Use name of organization in headline, include keywords in headline and throughout the story, embed several web links as appropriate.).
  • Prior to writing your release package, think about the elements in the MMO outline. How can these elements help make your release more effective?
  • Additional information on PRSA is available on the organization's web site: www.prsa.org.

    Information on PRSA Awards

    This. year, as it has in the past, the New York City-based Public Relations Society of America (PRSA), the nation's leading professional organization of public relations practitioners, honored three of its members by selecting them to be the recipients of the society's highest individual awards.

    Selection of the three was decided by the Individual Awards Committee in mid-August, and the actual awards will be made at the society's Annual Awards luncheon on November 14 during the PRSA's national conference at the Convention and Exhibition Center in Chicago, Illinois.

    As public relations director of the PRSA you have on hand the following rough notes about the three honorees and their awards:

    Deborah Hostos, senior vp, Hostos and Boyd, Denver, largest pr counseling firm in Colorado, received the Gold Anvil Award for "significant contribution to the pr profession" . . . She's Syracuse (NY) native & Phi Beta Kappa grad West Virginia U majoring in pr . . . 1st position: asst dir news bureau, Wittenberg College (University?), Springfield, Ohio . . . Joined Daniel J. Edelman, Inc, in Chicago as acct exec, stayed 10 yrs . . . Opened own firm 15 yrs ago with Patricia Boyd in Denver . . . Has won PRSA Silver awards in areas of product publicity, public service, financial relations & corporate image. (Anvils considered "Oscars" of pr.) Has chaired PRSA's Study Group on Licensing & Registration . . . Selected last yr by Public Relations News as "PR Person of the Yr" . . . Was president of national Women in Communication organization . . . Long recognized as leading advocate for licensing system for practitioners . . . Friends call her Debbie . . .

    Erasmus Sangerfield., Ph.D., chairperson, pr dept, Boston U School of Public Communication, received Outstanding Educator Award for "advanc­ing pr education" . . . S author one of first texts dealing with pr theory, research . . . Presented numerous research papers at annual conferences of PRSA and International Assn Biz Communicators . . . Twice elected chair PRSA's Educators Section . . . Founding member BU chapter PRSA and trustee Institute for PR Research & Education . . . BA, MA in psych, U of Mass, doctorate in sociology, Princeton . . . Friends call him Raz . . . . 49

    Thomas Munster, vp of pr, Brooke Electronics, Melbourne, .Fl, received Paul M. Lund Public Service Award for "contribution to the common good through public service activities" . . . M donates 400 hrs a yr to Melbourne Fire Dept counseling Fire Chief on public policy issues & creating fire prevention materials to help curb accidental and deliberate fires ... Last yr M produced series VNRs that were credited by American Heart Assn as one of major factors alerting nation to dangers in high cholesterol levels . . . Last March 12 Mel­bourne mayor proclaimed M's birthday Tom Munster Day in recognition of his public service activities and on behalf of the city presented him with 6-foot high birthday card signed by 20,000 . . . M has served four terms PRSA national treasurer; two terms trustee board of Foundation for PR Research & Education . . . Graduate Duke U (poli sci) and member school's board of trustees . . . Friends call him Tom .. .

    Commenting on selection of the three, Individual Awards Committee Chair Artemus Beach, president of The Beach Group, St Louis, Missouri, said: ``The three practitioners we honor with these awards exemplify the highest standards of our profession. By their actions they demonstrate the contributions of public relations to American society and bring credit to our calling through public service."

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    *Names and biographical data of persons in this case are fictitious.


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