espresso volume 5 issue 4
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excessive, Kiefer believes the
program will be successful.
Regardless of whether or not
“social media weddings” will be-
come popular, W Hotels‟ idea has
reiterated the fact that modern
day weddings tend to be extrava-
gant and expensive. According to
Huffington Post Tech Editor, Bian-
ca Bosker, this service is only
available through Dec. 31, 2014.
Perhaps W Hotel is merely testing
the waters to determine if the
service will be well received. Only
time will tell if social media wed-
dings are in our futures.
W Hotels in New York has pro-
posed the latest and greatest
wedding fad. For $3,000 brides
and grooms to be can hire a
“social media wedding concierge”
to broadcast their big day. Accord-
ing to an e-mail pitch from W Hotel
sent to the Huffington Post in
March, “from live tweets and
#hashtags to Vine videos and
Instagram filters, W's Social Media
Wedding Concierge will document
the „I Dos‟ and encourage guests
to utilize a dedicated wedding
hashtag for every one of their
posts.” Traditionally, weddings
have been private events with
family and close friends. Now PR
teams from big name hotels such
as W are encouraging weddings to
be publicized.
The idea behind this service is
that it provides instant and easily
accessible updates. For instance,
if a relative lives outside of the
country and is unable to attend
the wedding, they are able to stay
connected through social media.
W Hotel believes it may be in the
process of molding a modern day
digital scrapbook with its ability to
use multi-faceted media platforms
throughout the wedding. The ser-
vice not only offers day-of support
but also helps promote and broad-
cast important events connected
to the wedding such as engage-
ment photos and cake tastings.
According to the article, W Ho-
tels‟ Global Social Media Strate-
gist, Alyssa Kiefer, confessed that
the idea of a social media
“concierge” is a little over the top.
However, she believes this new
trend will eventually become the
norm. In response to criticism on
sites such as Twitter, Kiefer stated
in the article, “We‟re sure couples
balked at the idea of traditional
wedding planners years ago and
now you wouldn‟t think of plan-
ning a wedding without one.” Alt-
hough $3,000 may seem a bit
W Hotel offers wedding social media #digitalscrapbook
esPResso M A Y 2 , 2 0 1 4 V O L U M E 5 I S S U E 4
Your Shot of Industry Insight
By Molly Costello
Page 2
Three committees
combine and a last
word from our presi-
dent
Page 4
Chapter members at-
tend a speaker, agen-
cy tour and networking
workshop
Page 6
A look at Copenhagen
Zoo and other crisis
situations
Page 8
Northwestern student-
athletes unionize
Page 10
Meet next year‟s
e-board
Page 12
Buzzfeed and hashtag
hijacking trends
Source: flickr.com, Andy
Inside this issue:
licly defended her executive deci-
sion, according to US Weekly
“Part of the pleasure of editing
Vogue, one that lies in a long
tradition of this magazine, is be-
ing able to feature those who
define the culture at any given
moment, who stir things up,
whose presence in the world
shapes the way it looks and influ-
ences the way we see it.”
Feelings on the cover are
mixed; some people see the cov-
er as an insult to high fashion,
while others see the duo as the
embodiment of fashion and pop
culture. There is no doubt that
Kimye will continue to fascinate
the public and always keep peo-
ple talking.
past year. Everything from West‟s
racy “Bound 2” music video to his
physical assault of an 18-year-old
who harassed Kim has resulted in
the “Kimye” media takeover.
The April issue of Vogue maga-
zine recently hit the stands and,
yet again, Kimye had everyone
talking. Twitter, Facebook and
national news focused their cov-
erage on the cover that pictured
Kim in a wedding gown and
Kanye cradling her. The cover
included the hashtag,
#worldsmosttalkedaboutcouple,
which proved to be very true upon
the release of the magazine.
Fans of the magazine even
took it a step further by criticizing
the highly respected Vogue Editor
-In-Chief, Anna Wintour. She pub-
Kim and Kayne grace another cover (ours)
#worldsmosttalkedaboutcouple
By Julia Lista
Source: flickr.com, Mills de Mode
The recent engagement of Kim
Kardashian and outspoken rap-
per, Kanye West, has been at the
center of media attention in the
P A G E 2
Marist PRSSA committees band together
General members
are encouraged to be
actively involved in the
Marist Red Foxes PRS-
SA Chapter. One way
they can do this is by
joining a committee.
Committees assist
the e-board in many
different ways such as
ensuring that events go
smoothly, accommodat-
ing guests that come to
campus, brainstorming
ideas and more. With-
out the help of our vari-
ous committees, the
Chapter would not be
as successful as it is
today. They are a quin-
tessential part of our
Chapter and their help
is always appreciated.
Last semester the
fundraising committee,
the community service
committee and the
event planning commit-
tee were each their own
entity and did not inter-
mingle. However, this
semester we decided to
combine all of the com-
mittees in order to en-
sure that all members
had the opportunity to
work on a variety of dif-
ferent projects.
All three committees
now fall under the title
“Event Planning Com-
mittee” and committee
members choose exact-
ly what projects they
would like to work on.
This is beneficial be-
cause now all members
are given an opportuni-
ty to explore and help
with their different are-
as of interest.
If you wish to join the
Event Planning Commit-
tee or have any ideas
for the upcoming se-
mester please email
ma r i s t c o l l ege pr s s a
@gmail.com.
By Kate Hardcastle
North Road
Communica-
tions recently
held a client
lunch, hosting
both current
account exec-
utives and clients. Each client
was able to talk about his/her
positive experiences with
North Road and highlight pro-
jects we have tackled as a
firm. North Road adviser, Dr.
Nadine Hoffmann, and past
adviser, Jennie Donohue, were
also in attendance at the
lunch.
After lunch, each client
contact got to sit down one-on-
one with his/her account exec-
utive to map out the semester
ahead. The event proved to be
a huge success and due to its
great feedback, North Road is
considering making it an event
each semester.
As the semester winds
down for North Road, staff
members have been finishing
their last projects and the firm
is expected to have close to a
100% assignment completion
rate for this semester. In addi-
tion, applications for North
Road will be coming out next
week and interested members
can apply to the firm, though
spots are limited.
By Maria Gironas
North Road hosts
a successful firm
lunch
Email:
maristcollegeprssa@gmail.com
Twitter:
@MaristPRSSA
Facebook:
www.facebook.com/maristcollegeprssa
Blog:
www.maristfoxesprssa.blogspot.com
Pinterest:
Marist PRSSA
P A G E 3
During
Open House
for Accepted
Students
weekend I
had the op-
portunity to
speak to pro-
spective public relations students
on behalf of the communications
department. Having this oppor-
tunity to interact with the students
and their parents made me reflect
on my time with PRSSA here at
Marist.
When I ran for an e-board posi-
tion in the spring of 2011, I never
would have imagined how much
being a part of this organization
would be a part of my life and
what opportunities it would pre-
sent to me. Whether it was at-
tending guest speaker lunches,
participating in agency tours or
making many connections for in-
ternships or potential jobs, my
opportunities through PRSSA have
made this organization a vital part
of my career here at Marist.
At the end of my presentation, I
remember a student and her par-
ents came up to me and asked
me why I chose Marist. I stood
there and smiled and just said,
“everything.” I didn‟t know what
else to say or how else to explain
it. There is an indescribable feel-
ing that comes with being a Marist
student and why we love it here
as I‟m sure you understand. I
could not think of anywhere else
to call my home.
My final words of advice to you
all is don‟t take anything for grant-
ed. These past four years have
flown by, and I will be forever
grateful for my experiences and
the opportunities that have been
presented to me as a Marist stu-
dent. Thank you to you all for al-
lowing me to serve as your leader.
I have no doubt that your new
president, Mckensie Saldo, and
her executive board will lead you
all into another year of success.
As Professor Jennie Donohue
would say:
„Til Soon,
Erica Conover
Class of 2014
Join the E-Board and run for a position!
Photo courtesy of Jennie Donohue
A Letter from the Chapter President By Ashley Hellberg
The second half
of the semester was
filled with guest
speakers, most of
them being Marist
alumni. The public
relations industry
better get ready for all of the PR profes-
sionals that Marist is producing!
Alumna Lauren Moran, manager of
baseball information for the New York
Yankees, came to speak to our mem-
bers and the sports public relations
class. She talked about working in the
very fast paced industry, how to be
taken seriously as a woman in a male-
dominated field and the importance of
networking as much as possible be-
cause you never know what kinds of
opportunities can come from it. A big
thing that the members took away from
the presentation is that if you love what
you are doing, it will never feel like
work.
Next, we had alumnus Michael O‟Bri-
en, partner at Ketchum, present to our
members. He spoke about the im-
portance of public presentation skills in
our future career fields. Having good
presentation skills can give people a
huge leg up when trying to get hired for
jobs and when trying to secure a client.
Learning about how helpful good public
speaking skills are from an industry
professional taught our members that it
truly is a necessary evil.
Most recently, 13 of our members
and Faculty Adviser Jennie Donohue
went to New York City to visit two public
relations agencies, Peppercomm and
Zeno Group. Both agencies are filled
with Marist graduates, so it was very
exciting to see our alumni working in
top PR firms, getting our members ex-
cited for their own futures in public
relations. The day was filled with infor-
mation about agency life and advice on
how to break into the public relations
field. This trip was definitely one of the
highlights of the semester!
We also hosted recent Marist grad
Kelsey Donohue who spoke via Skype
about how to land a new using social
media. Plus there was a networking
workshop with Faculty Adviser Jennie
Donohue, and to close the year, our
annual induction ceremony featuring
Fraser Seitel.
V O L U M E 5 I S S U E 4
P A G E 4
PR LinkedIn pointers straight from the professionals.
“Your profile will be viewed. With each passing day, LinkedIn becomes
an increasingly valuable form of networking and job searches, not just
for individuals, but for companies that look to hire people. Remember
that your digital footprint is forever, so think before you post.”
Timmian Massie, Adjunct Professor of Communication
“As a college student, your goal in using LinkedIn should be learn-
ing and networking, and you can do this by asking for advice and
information. In the box that says, I‟d like to add you to my network, you must explain why you‟re asking.” Ellyn Enisman, Adjunct Professor of Communication
“It is essential to write your headline. Although
LinkedIn will automatically use your current position as
your headline, I urge you to change it. This is a way to
differentiate yourself and tell recruiters why you are an
asset. Start with a personal touch and move into your
professional highlights.”
Lori Beth Greenan, Visting Professional Lecturer
“Take advantage of the oppor-
tunity to upload images, videos,
presentations and documents
into your profile. Turn your pro-
file into a portfolio.”
Stephen Cole, Executive Director
of Career Services
“I suggest researching key words that will
resonate with people in your industry.
This will help your page get noticed by the
right people. The skills section can be the
ideal spot for key words (e.g., „Cision,‟ not
„computer skills‟).”
LoriBeth Grennan, Visting Professional
Lecturer
On Wednesday, April 16,
Faculty Adviser Jennie
Donohue, with help from three
other faculty members, hosted
a networking workshop. The
workshop was publicized to
the members but not many
details were given on the exact
logistics of the event. When
the members arrived, each
was told to write her name on
a nametag and get some food
and beverages. Everyone was
quietly chatting when, out of
nowhere and in a rather dra-
matic fashion, a scandalously
dressed woman with a bad,
black wig flew in through the
door. The mystery woman was
wearing bright red lipstick and
had a tear in her stockings.
Although it took a second, the
members soon realized it was
none other than the amazing
professor herself LoriBeth
Greenan.
Professor Donohue (aka
Gwen) then introduced the
members to Heidi (Professor
Hoffman), Lola (Professor
Rozelle), and Gabriel la
(Professor Greenan). She then
commenced the networking
event. As soon as the mem-
bers began mingling, it was
evident that this was no ordi-
nary networking workshop.
PRSSA networking event forces students out of comfort zone By Marguerite Pinheiro Gwen did “PR for cats,” Heidi
did not speak a lick of English,
and Lola and Gabriella were
atrociously rude. Each scenar-
io at hand was an absolute
nightmare.
By the end of the workshop,
it became obvious that the
professors were acting as the
frightening yet potential peo-
ple who attend networking
events. They were forcing the
members out of their comfort
zones and ultimately teaching
very valuable lessons on how
to keep their cool.
By Tatiana Miranda
Professors at the Workshop: Face-
Check our Professor Massie‟s full blog post :
http://timmassie.blogspot.com/2014/04/
linkedin-etiquette-woo-before-you-pop.html
P A G E 5 V O L U M E 5 I S S U E 1
Thirteen PRSSA members
braved a 7:30 a.m. departure
time from Marist to attend this
year‟s PR agency tour in New
York City. These Chapter rep-
resentatives took the train on
April 11 to learn more about
agency life and explore two
different work environments.
The first destination of the
day was Peppercomm. Ac-
count Executive Samantha
Bruno and Marist alum Alex
Shippee greeted us in the lob-
by and gave us a brief tour of
the two floors that Pepper-
comm occupies in its building.
The agency‟s brainstorming
room was particularly memora-
ble. The glass walls of the
room allowed the tour at-
tendees to take a peek at the
stacks of magazines, white
board walls and fun chairs
inside. After getting a good
look at the office set up, the
Chapter members and Faculty
Adviser Jennie Donohue lis-
tened to a presentation from
Samantha, Alex, Account Exec-
utive Julie Hoang and Director
Chris Gillick.
The four employees ex-
plained that they put in a lot of
hard work at Peppercomm but
they also “know how to play
hard.” Samantha emphasized
that although each of them
has specific industry interests,
they are not confined to their
area of work because of the
variety of clients at the agency.
Peppercomm works with finan-
cial, consumer and architec-
ture brands, just to name a
few.
Peppercomm‟s slogan,
“listen, engage, repeat,” de-
scribes the firm‟s main meth-
ods for how it treats its clients.
If you are interested in being a
part of this well-oiled machine,
Peppercomm offers full-time,
paid internships. Julie ex-
plained that the company
treats its interns like tempo-
rary associates. Look on their
website for more information.
The second stop of the day
was at the nearby Zeno Group.
Close friends and Marist al-
ums Katie Pfiester and Laura
Zanzal led an interactive ses-
sion in their neon green and
bright white conference room.
A PowerPoint showed case
studies from Seattle Coffee,
Pizza Hut and Netflix.
“If you‟re up for the chal-
lenge and doing weird things,
this is the right industry for
you,” Zanzal said. Both Laura
and Katie reflected the wel-
coming and creative environ-
ment at Zeno
Group as
they ex-
plained the
n u m e r o u s
projects that
they have
balanced in
the past at
the agency.
A l o n g
with these
p r o j e c t s ,
Katie ex-
plained that
fun activities
and events are a frequent
occurrence at work. “You
have fun stories to tell working
here,” she said.
In terms of interviewing for
internships and jobs Laura
advised the students to frame
their activities and school pro-
Thirteen PRSSA members take to the city to tour PR firms
By Lizzy Peper jects as valuable learning ex-
periences. She commented
that capping outcomes and
retail jobs can sound just as
positive to employers as in-
ternships if the stories are
framed the right way.
The PRSSA members left
New York City with more
insight into the work environ-
ments and responsibilities of
different public relations firms.
The networking and hands-on
opportunities provided were
important stepping stones for
these future public relations
professionals.
Marist alumnus Michael
O‟Brien was kind enough to
share his words of wisdom with
the 2014 PRSSA Chapter on
March 26, 2014.
He shared what he feels are
the top 10 things that are most
important in the public relations
industry.
1. Media consumption is
changing. Television is no long-
er the number one source of
media. People find out infor-
mation through all of the differ-
ent forms of media before it
even has a chance to hit televi-
sion stations.
2. Big data, little data. Big
data is no longer the most im-
portant form of data. Now, it is
all about the little data and all
about the proof, and proof is in
the numbers.
3. Insight and creativity are
both extremely important skills
to have while working in the
public relations industry.
4. Content development:
one must be able to work on all
different aspects of the indus-
try.
5. Social and digital: it is one
thing to be involved in social
and digital media, but it is an-
other to be involved properly.
One‟s appearance on all forms
of social media is important to
the business world because of
how others will view them.
Michael O‟Brien offers advice to PRSSA members
By Katelyn Pecorelli 6. Media and solution ag-
nostic. Paid Earned Shared
Owned.
7. Social Sciences
8. Understand how to make
money. Public relations people
are business people who know
how to communicate.
9. Confident communicator
10. Never stop learning. In
the public relations industry it is
all about growing and continu-
ing our knowledge in the work
force. The best way to view this
is as a lattice. We must move
on a lattice rather than a lad-
der. In order to grow sometimes
we need to go sideways before
we can go up.
Michael O‟Brien with
Chapter President Erica Conover
PRSSA members pose at Zeno Group
P A G E 6
PR CRISIS HOTLINE
By Micaela Sanger
The death of an employee, train derailing and a devastating explosion, among other
things, have contributed significantly to the hiring of a new president along with the
declining reputation of the Metro-North railroad system. Metro-North has recently stat-
ed that 2013 was its worst year in history. In addition, the company‟s on-time perfor-
mance was its worst since the 1990s.
Following a rail accident in December when a derailment in the Bronx killed four
people and injured more than 70, a federal review denounced the railroad‟s “deficient
safety culture.” Metro-North announced that they would pay the medical bills for those
injured in the derailment, but then, “outrageously broke that promise and ceased pay-
ing any bills for those wounded by their negligence,” according to a report from the Law
Offices of Michael S. Lamonsoff.
Following the release of a scathing report from the Federal Railroad Administration,
Metro-North has instituted new safety measures. It has already modified its signal sys-
tem to enforce speed limits at certain locations, and commuters were invited this past
month to meet Metro-North‟s new president, Joseph J. Giulietti, and other top officials
to air grievances about the railroad. At the meeting, a “100-day” action plan was enact-
ed in response to these tragic events and outrage, in which Giulietti stated, “Safety
must come first at Metro-North.” Safety was not the top priority. It must be and it will
be.”
Metro-North hires new president after
experiencing worst year yet
By Amanda Hickey
Many partook in the fun dance moves that went along with the iconic 90s pop song, “Criss Kross Will Make Ya Jump, Jump.” However,
jumping got James Brady, Kyle Hartwell, Marko Markovich and Andrew Rossig into a great deal of legal trouble. The four New York men
were arrested Monday after their BASE (building, antenna, span and Earth) exploit from the top of One World Trade Center on September
30. According to CNN, NYPD released a statement that included charges of burglary, reckless endangerment and jumping from a struc-
ture.
According to Timothy Parlatore, Rossing‟s attorney, video footage recovered from the men‟s
homes show them deploying their parachutes and landing in a secluded spot on a highway nearby.
Parlatore viewed the footage and said the men were “very professional, very controlled. There was
nothing haphazard about it.”
CNN reports that Port Authority Chief Security Officer Joseph Dunne, however, isn‟t pleased. “The
Port Authority joins the NYPD in condemning this lawless and selfish act that clearly endangered the
public. It should be clear that the PAPD and NYPD will go to any length to bring those who defile the
WTC site to justice.”
NY1 reports that when asked how the men entered the building, Rossing replied, “We just kind of
walked in.” Still, regardless of your stance on the stunt, it is pretty breathtaking to watch.
Twin Towers BASE jumpers cause jitters in New York
esPResso analyzes the latest #PRFails in the media
and how savvy PR skills were used to mend the issues
Source: flicker.com, user hom26
Source: Matt Hinsta
P A G E 7 V O L U M E 5 I S S U E 4
By Jessica SchianodiCola
A couple of weeks ago, Nick Cannon took to Instagram
in hopes of promoting his upcoming album, “White People
Party Music.” The title had already sparked controversy
but the African-American TV host thought it would be clever
to undergo an ethnic makeover. Cannon donned white
face makeup, a strawberry-blonde wig and a beanie hat to
create his new identity, which he gave the name “Connor
Smallnut.” He posted pictures and videos on his Instagram
page to introduce the character and although some users
found the transformation to be entertaining and light-
hearted, others were not amused. Users commented di-
rectly on Cannon‟s posts, writing
how his stunt was “racist,”
“offensive” and “a double stand-
ard.”
Cannon defended himself on
Good Morning America, stating,
“The mission was to have fun, and
yes, put it out there that we have
issues with race in this country
and in this world, but it doesn't
have to be with hatred.”
Smallnut continues to make
appearances on Cannon‟s Insta-
gram page despite some of the
negative responses. However,
even though Cannon is handling all of this heat calmly, will
the controversy help or hurt the release of his new album?
Nick Cannon creates Connor
for his cover
By Julianna Sheridan
In February, Copenhagen Zoo in
Denmark was met with outrage after
shooting a giraffe, having a public au-
topsy and finally feeding his body to
lions. Now, after slaughtering four lions
to make room for a new male and ward
against inbreeding, the zoo has been
flooded with angry comments and tak-
en heat from animal activists. The Eu-
ropean Association of Zoos and Aquaria
said in a statement, “[The Zoo] has
been consistent in its approach to ani-
mal population management and high
standards of animal welfare."
However, many are confused as to why healthy animals are being eu-
thanized. The Copenhagen Zoo has taken a methodical approach to its com-
ments with its Scientific Director Bengt Holst saying, “When breeding suc-
cess increases it is sometimes necessary to euthanize,” according to Na-
tional Geographic. Essentially, the zoo does not want inbreeding or other
genetic problems to arise by having too many animals from the same family.
According to TIME, “More than 87,000 people have signed a petition to
tell the zoo to stop killing healthy animals and close to 36,000 have liked a
Facebook page demanding that the zoo be shut down.” It is clear that peo-
ple are not happy with how the zoo is handling its culling process. In both
cases, the zoo did try to reach out to other zoos, but none were willing to
take the animals. The zoo is hopeful that by bringing in the new male lion it
can create a new nucleus for a pride. As a whole, the zoo has responded
respectfully, but it is necessary that they respond to the criticism in a timely
manner before it harms its business and reputation, especially now that it is
under public scrutiny.
Killings at Copenhagen Zoo leave
petitioners outraged
Source: Nick Stepowyj
Source: Anthony Gavin
By Jennifer StJeanos
A Calgary radio station is facing some hostile reactions from the public after burning $5,000
during a publicity stunt a few weeks ago. In its „Bank It or Burn It‟ campaign, AMP radio let listen-
ers decide whether it should destroy the money or give it to one lucky fan.
Listeners voted for either “bank” or “burn” by text, as well as through Facebook, Twitter and
the station‟s mobile application. The individuals who voted “bank” were required to write his or
her future plans for the cash prize. If the “bank” votes outnumbered the “burn” votes, one voter
would have been selected to receive the cash based on his or her proposed plan. “Burn” made
up 54 percent of the nearly 100,000 votes, so the cash was sent off to the Pet Haven Crematori-
um. AMP radio then posted a video online of this large chunk of change being burned to ashes.
This marketing scheme ended up backfiring on the popular Canadian radio station. Many people have already vowed to stop listening to
the station all together. On its Facebook page and Twitter account, AMP is receiving extremely negative feedback. Betty Carter wrote: "Really?
With all the poverty in the world, this is what you choose to do with $5000 - for your entertainment? I am now un-liking your FB page and un-
programming your station from all of my radios. I will not promote a station like you."
Radio host Ryan Lindsey is doing his best to defend the campaign and radio station, saying that the decision was solely based on the listen-
ers‟ votes. He also added how other companies spend enormous amounts of money on marketing campaigns, just as AMP had. This contest
is still ongoing, with $10,000 on the line this time. However, the decision of the audience might be different than last time with double the
amount of cash on the line.
Canadian radio station burns $5,000 in publicity stunt
Source: flicker.com, user ForwardSTL
P A G E 8
17, ratings have been con-
sistent and promising. Accord-
ing to Verne Gay of The Seattle
Times, “‟Tonight‟ was seen by
an average 4.5 million viewers
the week of March 10 at the
regular 11:35 p.m. ET time,
compared with 4.9 million for
Jay Leno‟s last full week on the
air.”
Evidently, Fallon‟s success
was unprecedented. Nearly
every morning after a new epi-
sode, clips on YouTube of previ-
ous sketches go viral. Most
recently, Kevin Bacon celebrat-
ed the anniversary of Footloose
with a dance entrance into the
show, sparking interest from
both viewers and non-viewers.
Fallon‟s sense of humor and
ability to truly let his guests
shine is a true strength that
makes the show even better for
viewers who are less interested
in him. Unmistakably, Fallon is
a draw for many, and it is with-
out a doubt that the Tonight
By Jacquelyn Desjardins
Jimmy Fallon shines on Tonight Show
As the March 31 deadline for
Americans to sign up for the
Affordable Care Act quickly ap-
proached, President Obama hit
the road to promote the service
for 18-34 year olds.
Once again, the president
proved his ability to speak to a
modern society by revamping
his election Internet strategy
and targeting young adults
through some of their favorite
outlets.
One of President Obama‟s
most talked-about stops along
his media tour included appear-
ing on “Between Two Ferns,” a
talk show hosted by The Hango-
ver star, Zach Galifianakis, on
FunnyorDie.com. While there to
promote the Affordable Care
Act, he graciously took burns
from Galifianakis and even de-
livered some zingers of his own,
firing lines like "If I ran a third
time, it‟d be sort of like doing a
third Hangover movie. Didn‟t
really work out very well, did it?"
The video saw an incredible
response –11 million views, and
a 40 percent spike in traffic
from the day before on
Healthcare.gov.
But this was not the only way
the president reached out to
millennials. President Obama
appeared on “On Air with Ryan
Seacrest” and released a half-
hour interview on WebMD an-
swering questions submitted by
the site‟s viewers. First Lady
Michelle Obama appeared on
The Tonight Show with Jimmy
Fallon and on advertisements
with the moms of celebrities like
Jonah Hill, Adam Levine and
Jennifer Lopez. Also, celebrities
like LeBron James showed their
support by either appearing in
ads or promoting the Affordable
Care Act through social media.
After the original launch of
Healthcare.gov suffered and
gave the impression that the
effort would be a disaster, the
Obama Administration reached
its enrollment goal of 7.1 million
sign-ups. The president not only
recovered from the original cri-
sis revolving around the Afforda-
ble Care Act, but his unconven-
tional media tour was a creative
incredible success.
By Caroline Ferrari
President Obama takes an unconventional media tour
Source: Best Movies Ever Net
Throughout the years, the
iconic Tonight Show has been
hosted by many comedy heavy-
weights from Johnny Carson to
Jay Leno. Recently, the torch
was passed to a current favorite
of many, Jimmy Fallon.
Many nerves and doubts
swirled around as this an-
nouncement was made, but
many fans supported this im-
portant decision. Since Fallon‟s
premiere as the host on Feb.
Show will continue to live on
with great success.
By Mary Kate Heaten
For dedicated basketball fans and people that simply enjoy the game, March entails strategic bracket-making, plenty of upsets and 68
college teams vying for the NCAA Championship title. This is what helped earn it the name, March Madness. With such a huge televised
event catering to a such a wide audience, March Madness coverage offers companies opportunities to promote its products and services.
For instance, Enterprise Rent-A-Car, which is an official sponsor of the NCAA tournament, has partnered with Turner Sports basketball
analyst Kenny Smith to launch an interactive bracket on Facebook called the Ultimate Pick Up Moment. Fans will be able to make a bracket
and vote for their favorite game-changing moments from the tournament with one chosen as the winner. Participants also have the oppor-
tunity to enter a sweepstakes for a chance to win various prizes and even tickets to the 2015 NCAA Men‟s Final Four. Enterprise is using a
variety of methods to promote its campaign. Greg Phillips, the brand‟s publicity manager, explained that, "the beauty of March Madness is
that it is followed by a wide audience, which consists of both spirited and more casual sports fans, because the tournament generates such
strong interest each year, we believe it is an ideal event to activate a consumer marketing program around."
Another company that is using March Madness as a format for its campaign is Burger King. The fast food chain has sponsored 13 athletes
that are part of the company‟s network for a Twitter promotion using the hashtag #WatchLikeAKing during games.
Other companies that are using the tournament to their advantage are men‟s clothing retailer Bonobos, Dove Men+Care, Buffalo Wild
Wings and Bud Light. March Madness is not only a time for viewing great basketball but it is also becoming a great promotional platform as
well. See if you notice any other companies taking advantage of the televised tournament to launch new campaigns next year.
March madness takes on a promotional spin
Source: Bohuslav Jonathan Toth
According to ABC News, the
New York City Council introduced
a new bill on March 26 to reduce
the city's landfill costs. The bill
would enforce a 10-cent fee on
all disposable plastic and paper
bags when people shop at both
large and small businesses. The
City Council made it clear that
the 10-cent fee would not be a
tax. Instead, the extra money
would be used to help storeown-
ers who supplied the bags. This
fee would not, however, apply to
restaurant deliveries, the majori-
ty of street food carts or to those
relying on public assistance pro-
grams.
Environmentalists have com-
mented that this could be the
perfect solution because 5.2
billion disposable bags currently
cost the city $10 million annual-
ly, and this is just to ship them to
a landfill. If this new program is
initiated, environmentalists say
that it could potentially save tax
dollars, which could be used
toward something else such as
education.
According to ABC news, Coun-
cilman Brad Lander said, “The
fee also applied to paper bags
not because the bill was intend-
ed as a method of raising reve-
nue but as an incentive for cus-
tomers to opt for reusable bags.”
He added, “plastic is worse than
paper, but it‟s best if people
bring their own bags.”
Although this bill will benefit
the environment, it will be more
costly for shoppers and may
even hurt small businesses due
to the charges their shoppers
will have to pay. There is poten-
tial that it could aggravate con-
sumers‟ shopping budgets and
could actually force small busi-
nesses to shut down.
Residents have expressed
one concern: forgetting to bring
in their reusable bags would
force them to either buy new
reusable bags that cost ap-
proximately $1 to $1.50 per
bag or pay the 10-cent fee on
the stores‟ bags.
According to ABC News,
Lilly Belanger of the environ-
mental advocacy group No
Impact Project says, “Plastic
bags are not central to our life
happiness or health but make
an enormous impact on our
world…with this simple step,
we can be a model for the rest
of the country.”
This bill will be voted on
within the next few weeks. If
the bill is passed, New York
will collaborate with other
large cities like Los Angeles,
San Francisco and Seattle to
try and make people think
twice about using plastic or
paper bags in an effort to save
the environment and prevent
further destruction.
By Allie Zoll
P A G E 9 V O L U M E 5 I S S U E 4
New York bill uses bag to go green
On March 8 at 12:41 a.m.,
239 people boarded Malaysia
Airlines Flight 370. These pas-
sengers ended up having to
face a situation they never ex-
pected to encounter when the
flight never made it to its desti-
nation in Beijing.
At this point there is no de-
finitive answer as to why this
happened. Families do not want
to give up hope and continue to
encourage the search for their
family members. There have
been many suggestions as to
what could have happened.
Some possibilities suggest ei-
ther a hijacking or plane failure.
There also has been mis-
leading social media content
regarding this incident. For
instance, on Facebook there
was a photo showing that the
plane had been found, but
this was just a photo-
shopped photo.
As of now, the world is
praying for the families and
hoping evidence will provide
answers soon to the many
questions.
By Sarah Gelbard
College sports is facing a
pivotal moment in history as
Northwestern football team‟s
bid to unionize was approved by
the National Labor Relations
Board (NLRB). The debate cen-
ters around whether or not col-
lege athletes should be classi-
fied as student-athletes or em-
ployees deserving compensa-
tion.
National Public Radio reports
that Northwestern has taken in
$235 million in revenue since
the 2003 season. While some
contend that athletes are com-
pensated in scholarships, the
Northwestern players claim that
the majority of their time and
responsibilities include up to 50
hours a week on the field rather
than in the classroom, leading
the players to appeal to the
NLRB.
Kain Colter, Northwestern‟s
quarterback, is at the helm of
the fight, speaking out on behalf
of the team. Currently this rul-
ing only impacts Northwestern
University but could build in
momentum to threaten the
NCAA and create a precedent
that opens the gate for other
college athletes to petition and
unionize.
Malaysian plane leaves the world with questions
By Katherine Burek
By Edith Morris
Karl Lagerfeld presented Chanel‟s Fall 2014 RTW collection via a makeshift outdoor supermar-
ket: Chanel Shopping Center. WWD reported that guests arrived at the Grand Palais in Paris and
were awed with the unique and innovative venue choice. Models graced the aisles in looks that
embodied traditional Chanel characteristics but with modern touches, which reflects Karl Lager-
feld‟s aesthetic. The collection had a wide range of looks that included active wear, structured
feminine dresses and bold outerwear.
WWD, Vogue, The New York Times, Daily News and several other publications covered the
show. In addition, YouTube was flooded with footage of the show and blogs highlighted Chanel in
their Paris Fashion Week posts. Chanel differentiated itself this fall and will have impressive shoes
to fill in the upcoming season.
Northwestern
athlete union
sets
precedent
Source: Vishakha Bajaj
Chanel fashion meets the produce aisle
P A G E 1 0
McKensie Saldo Chapter President
Class Year: Class of 2015
Hometown: Pittsfield, MA
Leadership Experience: Director of PR for Marist Student
Life Association (2012-2013) & VP of PRSSA (2013-2014)
Favorite Book: Ecotopia
Favorite Movie: Elf
Follow McKensie: @McKensZs
Amanda Orzo, Vice President
Class Year: Class of 2016
Hometown: Deer Park, NY
Favorite Thing About Marist: The people! The friendly com-
munity at Marist is amazing.
Favorite TV Show: Breaking Bad
Favorite Movie: We‟re The Millers
Follow Amanda: @Orzopastaaa
Julianna Sheridan, Director of Public Relations
Class Year: Class of 2015
Hometown: Worcester, MA
Leadership Experience: Senior Phonathon Associ-
ate at the Annual Fund Calling Center & Copy
Chief for the Circle
Favorite Movie: Little Miss Sunshine
Favorite TV Show: Scandal
Follow Julianna: @Jesher3
Melissa Saxe, Director of Member Services
Class Year: Class of 2015
Hometown: Delmar, NY
Favorite Thing About Marist: Its location!
Favorite Movie: Wedding Crashers
Favorite Book: Half the Sky
Follow Melissa: @Melissa_Saxe
2 0 1 4 - 2 0 1 5
P A G E 1 1 V O L U M E 5 I S S U E 4
Ashley Hellberg, Director of Chapter Programming
Class Year: Class of 2016
Hometown: Wantagh, NY
Favorite Book: The Catcher in the Rye
Favorite TV Show: Grey‟s Anatomy
Favorite Food: Pickles
Shane O‟Brien, Director of Fi-
nance
Class Year: Class of 2015
Hometown: Pittsfield, MA
Internship Experience: Blue Wolf Communications
Favorite TV Show: Entourage
Favorite Food: Pleasant Ridge
Favorite Movie: The Departed
Taylor Gripp, Director of Chap-
ter Advancement
Class Year: Class of 2015
Hometown: Bow, NH
Favorite Thing About Marist:
The River!
Favorite Movie: Good Will Hunting
Favorite TV Show: Scandal
Maria Gironas, Firm Director
Class Year: Class of 2015
Hometown: Corona, CA
Leadership Experience: Firm Director (2013-2014),
Resident Senator SGA, the Circle Arts & Entertainment
Editor, VP of Organization of Kappa Kappa Gamma
Favorite Movie: Never Been Kissed
Favorite Food: Bacon Pizza
Follow Maria: @MariaGironas
P A G E 1 2
Publication compiled and published by Elizabeth Peper & Marguerite Pinheiro
By Ashly Kim
The Olympics was one of the biggest events of the year. Companies used the Sochi Games as an opportunity to
advertise and seize positive attention. However, there are times when an attempt to gain support results in backlash.
According to The New York Times, McDonald's experienced a promotion gone wrong when its Twitter hashtag
#CheersToSochi was hijacked by activists. McDonald's became a target when the company tweeted, "We're kicking off
a way to send your well wishes to any Olympic today, are you ready to send your #CheersToSochi?" Activists responded
by using #CheersToSochi to express criticism. Dan Savage wrote, "Hey, @McDonalds: You‟re sending #CheersToSochi
while goons wearing Olympic uniforms assault LGBT people.”
McDonald's addressed these tweets by stating that the company was "aware that some activists were targeting
Olympic sponsors to voice their concerns," and it "supports human rights, the spirit of the Olympic Games and all the
athletes who've worked so hard." This was not the first time McDonald's faced a hashtag hijacking. According to
Forbes, the company's campaign #McDStories in 2012 was designed to spread positive stories about Happy Meals;
however, it was used by customers to voice horrible experiences with the company's food. These incidences tell us
that companies should beware of the hashtag hijacker. You never know when someone will strike!
H I J A C K I N G H A S H TA G S
The sudden popularity of Buzzfeed
By Monica Couvillion
If your time browsing the
Internet has recently been
filled with more and more
articles like “43 Cat GIFs to
Make Your Day” or “86
Things that Happen On
Every Season of the Amaz-
ing Race,” you are not
alone. The rapid success of
popular website Buzzfeed
has taken over timelines,
feeds and online dash-
boards over the last few
months.
Whether you‟re at work,
school, trying to do home-
work or just surfing the
web, it‟s almost impossible
to not come across a witty
Buzzfeed list, quiz or arti-
cle. It doesn‟t matter that
you‟ve never watched Star
Trek, you just have to know
your personalized answer
to the “Which Star Trek
Captain Are You?” quiz. The
creative titles, smart de-
scriptions and genuinely
funny questions have
made Buzzfeed quizzes a
huge hit. If you scroll
through your Facebook
timeline at any given hour,
someone is sharing a quiz
result. “Which Superhero Are
You?” and “Who Would Play
You in a Movie About Your
Life?” aren‟t necessarily burn-
ing questions, but Buzzfeed
makes you feel like they are.
It‟s the wit in these buzz-
worthy articles that keep read-
ers coming to the site day
after day. But while Buzzfeed
is entertainment-oriented,
staff writers also showcase
news stories regarding current
events written by serious jour-
nalists. On the Buzzfeed
homepage there is a promi-
nent article about the recent
Fort Hood shooting, a feature
titled “The 21 Struggles of a
Student Newspaper Editor,”
and a “How Obsessed With
Disney Are You?” quiz. There
are informational articles
about “16 Things You Didn‟t
Know Your Android Could
Do” and “26 Words That
Have a Totally Different
Meaning in Taiwan.”
One of the common
denominators of these
widely different articles is
their list format. While you
may not think that you have
the time to read 26 differ-
ent things about a subject
that isn‟t entirely interest-
ing to you, Buzzfeed makes
the points short, sweet and
sometimes rather sassy.
They may be accompanied
by appropriate GIFs for a
more interactive read or
written with a more casual
voice than anything you
would find on the New York
Times or the Wall Street
Journal‟s website.
It‟s no surprise that this
format draws in a specific
type of reader. Buzzfeed‟s site
statistics, according to
Alexa.com, show that com-
pared to the average website,
there are more readers who
have completed some or all of
a four-year college plan than
those who have not. The tone
and entertainment value of
the site is focused on younger
and trendier readers, especial-
ly by making the articles short-
er for younger attention spans.
According to this same
report, Buzzfeed is most ac-
cessed while the readers are
in a school or work setting,
showing its popularity among
a busier crowd. It‟s clear that
Buzzfeed‟s rapid growth has
become less of a surprise and
more of an inevitability, espe-
cially for college-level stu-
dents. Public relations profes-
sionals should view Buzzfeed
as a legitimate media outlet
because of its influence on a
specific demographic and an
overall positive, entertaining
tone. If its steady popularity
remains, it‟s possible that its
trendy list format may be the
news template for the future.
Source: Buzzfeed
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