PUBLIC RELATIONS

BE PREPARED 101 Prepared by:

Marketing & Communications National Council Boy Scouts of America and Edelman Table of Contents

I. Introduction

II. What Is News? III. Media Outreach Process

IV. Preparing for an Interview

V. Interview Preparation Sheet

VI. Case Study

VII. Contacts INTRODUCTION May 26, 2005

Contact name Council name Boy Scouts of America Council address

Dear Contact:

It is our common vision to further elevate the Boy Scouts of America brand to make it even more relevant and meaningful to audiences in the local communities we serve. In order to take steps that will help us reach that goal, the National Council is introducing a strategy to assist you in maximizing your public relations and marketing efforts and to provide you additional resources.

Our objectives are to assist you in:  Generating local and regional news coverage for your council and district efforts  Raising awareness of your council in order to assist in the recruiting of new Scouts  Coordinating local and National Council marketing efforts  Representing the overwhelmingly positive impact Scouting has on our society

In order to meet these objectives, we are excited to provide you the following Public Relations Tool Kit. The kit is designed to serve as a template that can be customized to your public relations needs and includes a number of items that will help you communicate with the media.

Within this kit, you will find information on a variety of public relations topics including:  Recognizing newsworthy events  Contacting the media  Preparing for media interviews  Coordinating your activities with those of the National Council (calendar of events)  Engaging National Council support and contacts  Producing Good Turn for America public relations case studies

We hope you will utilize the program and tools we have provided and engage our team as your partner. We look forward to your feedback and working with you as we continue to ensure that Scouting remains a relevant force in today’s society.

Best regards,

Stephen Medlicott, Director Marketing & Communications The Boy Scouts of America National Council

1 WHAT IS NEWS? What Is News and What Isn’t

Why talk to the press? It’s free; news coverage creates word-of-mouth, which creates trust; media coverage adds credibility to your organization because people believe it more than advertising; and media coverage leads to more coverage.

The news media serve as a liaison to reaching target audiences within your community. They act as a filter to disseminate information about your council to consumers, i.e., parents, youth, educators, and businesses. Garnering positive coverage in the news media can be highly beneficial because it is viewed as an endorsement by a disinterested third party, which builds credibility for your council and the good news activities that your members are engaged in.

The press wants to talk to you. It is their duty and they want to hear your side of the story. And quite frankly, they’ve got a news hole to fill. Just as important as telling the media about your council initiatives is positioning your BSA spokesperson as a good source of information with a dynamic perspective who’s quotable. The media need to know that they can count on the marketing representative as a good information source.

In relative terms, news is “new.” It is a vision, a unique approach. It’s controversial. It’s an idea, a launch, or an event that is relevant to consumers. It’s something that makes a difference or an impact. News doesn’t operate in a vacuum; rather, it takes you to identify and create it and then share it with the media. It has to be organized and well thought out. News should be encapsulated into the five W’s and the H—who, what, when, where, why, and how:

 Who—Your local council and any partners affiliated with the initiative  What—Discuss the components of the initiative and explain its importance  When—Disclose the timing of the initiative or event  Where—Determine if this will impact the entire or part of the community or if it is a staged event taking place at a specific locale  Why—Explain the purpose. What is the rationale?  How—The logistics of the initiative or event

An example of a newsworthy event is a Scout from your local council being chosen as a delegate for the Report to the Nation. If properly positioned and pitched to the media, this can turn into a wealth of local coverage. Making something ordinary newsworthy requires planning, time, and creativity.

What News Isn’t

News can’t be an afterthought to generate coverage for something at the last minute or that already occurred. News is ultimately determined by the reporter/editor, not by you, so it’s important to understand the reporter’s journalist style and points of interest. In general, journalists are trying to portray an objective point of view and want to appear as unbiased as possible. News is not business as usual, nor is it promotional. It is not necessarily a new version of an existing initiative.

2 An example of an event that is not newsworthy is a service project Scouts have already completed, regardless of the size and scope. Remember, for the media to be interested, they must feel as if they are “breaking” timely news.

Story Angles Local Media Seek

 Efforts that benefit the community and its residents  Creative ideas generated by the youth membership  Educational initiatives  Efforts with a human interest component  Initiatives created because of local trends  Strong visual for photo opportunities (a strong visual might contain an unusual point of view and Scouts in action)

Checklist to Determine Newsworthiness of Story Angles

 What are the five W’s and the H?  Is the topic something new?  What are the two to three key messages that I’m trying to convey?  Will the story be relevant to the local community? Does it have a strong enough local angle?  Does the opportunity provide a strong visual appeal for photo journalists at newspapers and TV stations? Is the photo opportunity spontaneous and original?  Have the right media contacts been identified? Does the story match the section of the paper, and do the editors write about the story you’re pitching?

3 MEDIA OUTREACH PROCESS Media Outreach Process

Despite occasional luck, successful media relations (the primary component of public relations) is not just picking up the phone and blindly calling your local reporter. You will need to establish a relationship with them and be available to them for both positive and negative stories.

If you have participated in media training before, you already know that it is a good idea to meet your local media prior to pitching them a story. This will ensure that you are not just blindly calling them and asking that they cover your story. You want to be their partner and assist with their needs, not just your own.

Types of Media in Your Area

 Daily newspapers  Weekly or community newspapers  Television stations  Radio stations  Online publications

Most communities will have a daily newspaper and local radio stations of varying sizes and formats. Some communities also have weekly community newspapers or magazines. Larger markets will have local television news and are likely to have television and radio network affiliates as well.

Most of these media will have an online component (e.g., a station Web site) as well, and many larger cities have online city guides and online versions of their newspapers that run additional local stories.

Developing Relationships With Media

You or someone on your team should become familiar with the local media: the main newspapers and magazines, weekly papers, local radio and TV programs. You need to identify all possible outlets for your story, from mainstream papers to the trade publications, and all public and independent radio and TV stations. This can simply be done by reading and watching your local news outlets. Remember, no outlet is too small: often the free publications and weekly community papers are more widely read than daily newspapers. Ask yourself if you have any media contacts already. Personal contacts with journalists, whether from previous coverage, family, and friends, or just a friendly phone call, can be leveraged to establish a relationship with a reporter. If not, identify the contact name of the right person for your type of story. This is not difficult: just looking through your local paper, you will see stories about similar themes to yours—make a note of the section and the writer, and try to place a similar story in the same section yourself.

4 If you are “cold calling” a newspaper or local radio, just ask for the name of the most relevant person to your story: the news editor, features editor, metro editor, picture editor for photos, etc. Once you identify the appropriate reporter(s), ask the reporter(s) his/her pitch preferences, e.g., e-mail, phone.

Proactivity is key to establishing, strengthening, and maintaining relationships with reporters. A few ways that you can be proactive include:

 Contact reporters with story ideas. Examples include Habitat for Humanity initiatives, cross-district canned food or first aid kit drives, special service projects created by a member.  Leverage trends and tie in your district’s initiatives. Examples include a shortage at the local food bank and the district conducts a good drive and helps distribute food to local clearinghouses, a troop’s or council’s support during a natural disaster, collecting school supplies for children in underserved neighborhoods during the back-to-school season.  Note his/her recent articles. A reporter’s article may spark a story idea for you. Contact the reporter, mention that you read his/her article and share story ideas that you think the reporter may be interested in. This can lead to coverage, whether it’s immediate or in the future.

Also, it’s important to be a resource to reporters in your own backyard. Offer to be available to discuss story ideas and to share ongoing local and National Council activities. In addition to being proactive, there are several ways to be a resource. One way is to create a source book. Include your contact information, background information about your council, a list of council and district initiatives throughout the year, and sample stories ideas that you’re willing to discuss at any time.

Tools for Media Outreach

The primary tool for most organizations to communicate with news media is the news release or press release. Reporters, editors, and producers are bombarded daily with literally hundreds of news releases. Keep news releases clear, concise, and most important, brief.

Here are some key points to remember when drafting this release:

 How long is your completed first draft? If it’s longer than a page, get out your red pen and be brutal. Due to the volume of the material that they must process every day, most editors will not even look at a press release that’s longer than a page.  Ensure each sentence is short, active, punchy, and positive. Use the shortest possible transitions to tie your ideas together. Make sure your paragraphs are short (no more than five sentences long).  Focus on five or fewer main points. Do not bombard the release with too much information or detail. If editors want more information, they can look for it in the background material that you send along with the release, they can visit your Web site, or they can call your contact person directly.

5 Getting Started

Start by crafting a catchy, newsworthy headline that addresses the main benefits to your target audience. Expect to spend some time developing this headline because it is by far the most important line of your entire release. A strong, all-encompassing headline also serves an important outlining function and forces you to tighten your focus.

Draft your first paragraph, conveying the most pertinent details of your new product and service. Answer who, what, when, where, and why using the most convincing language at your disposal.

Throughout the release, keep your sentences short, eliminate passive voice, and write in second-person imperative (“Visit, See, Do, Buy, You, Your, etc.”). Use specific, powerful quotes from key council representatives (board members, volunteers, area and regional directors, etc.) and satisfied customers to reinforce BSA key messages.

End the release with a call to action or sense of urgency about your news, encouraging your readers to get information or get involved. Make sure you list a contact person who is not only willing to answer questions, but who also has strong communication skills and is able to reflect a positive, professional image to both the media and your customers.

Once your news release is complete, send it to your media contacts via their preferred method of receiving information (i.e., fax, e-mail, mail). Give them some time to review it, and follow up with a phone call offering more information, a spokesperson, photo opportunities, or a chance to attend your event. NEVER call a reporter to say, “I just wanted to make sure you got my press release,” as this is the number one complaint from reporters on public relations efforts.

If a reporter or editor chooses to attend your event, always make sure to provide directions, date and time, and a phone number and spokesperson on-site during the event.

6 Be sure to include Contacts: additional contact Deron Smith or Kevin Burns, Edelman for BSA information 214-443-7568 or 214-443-7574 [email protected] or [email protected] Example News Release FPO

BOY SCOUTS OF AMERICA National Office 1325 West Walnut Hill Lane P.O. Box 152079, Irving, Texas 75015-2079

Start with a catchy, newsworthy headline The Boy Scouts of America Presents Annual Report to Nation Celebrating 2004 Achievements

In your first paragraph, be sure Youth Delegates Highlight Good Turn for America Initiatives, to answer who, Past Year’s Accomplishments, and Future Goals what, where, when, and why?

IRVING, Texas (March 10, 2005)—Through the efforts of nearly 1.2 million dedicated volunteers and the support of religious and community organizations in every neighborhood across the United States, the Boy Scouts of America positively affected more than 4.8 million youth with its program of citizenship, mental and physical fitness, and character development in 2004.

Use On Wednesday, March 9, a six-member delegation of young men and women specific, embodying the goals of Scouting and representing the Scout Oath and Law presented the BSA’s powerful quotes that 2004 achievements and 2005 goals during its annual Report to the Nation in Washington, D.C. reinforce your messages “For 95 years the mission of the BSA has been to prepare young people to make ethical and moral choices over their lifetimes by teaching the values of the Scout Oath and Law,” said Roy Williams, Chief Scout Executive. “As the specific needs of America’s youth have changed, the BSA has evolved to meet those needs while remaining a positive influence. Today, one out of every two American males has had an affiliation with the Scouting program, and their combined contributions continue to make a significant impact on our nation.”

In 2004, the BSA met the emerging needs of society with youth programs and services including Good Turn for America, a national service initiative that addresses critical areas of need in society; Soccer and Scouting, a program developed for youth traditionally underserved by Scouting, especially the growing Hispanic American/Latino population; and increased - more -

7 Boy Scouts of America Report to the Nation—Page 2

emphasis on the overall well-being of children through encouraging American youth to live an ongoing healthy lifestyle. This year’s delegation will specifically highlight the following 2004 achievements: Cub Scouting served approximately 1.9 million Scouts in 2004 while placing continued

Write in the acti v e emphasis on providing increased opportunities that combine outdoor and character voice development activities. Membership in Boy Scouting reached nearly 1 million in 2004. The highest rank a Scout can achieve—the Eagle Scout Award—was earned by more than 50,000 young men—the highest annual number in BSA history. Outdoor adventure continues to attract young men to the Scouting program, with 59 percent of all Boy Scouts and Varsity Scouts participating in a long-term camping trip. The high-adventure Venturing program served more than 280,000 members and addressed Continually reinforce your k e y the lack of physical fitness facing the nation’s young people by introducing the Quest Award, messages for which Venturers are required to learn about good nutrition, fitness, and sportsmanship, learning healthy habits that last a lifetime. In 2004, the Boy Scouts of America launched Good Turn for America, a national service initiative that addresses the issues of hunger, homelessness, and poor health. Inspired by President George W. Bush’s USA Freedom Corps, Good Turn for America is a collaborative

Use specific, effort of Habitat for Humanity, the American Red Cross, and The Salvation Army. Through powerful quotes that reinforce your Good Turn for America, the work of a single group is duplicated tenfold when hundreds of messages other organizations’ volunteers join in to improve their community. While the program teaches youth vital lessons about service and leadership, it also enhances the life of adult volunteers in making a difference in the happiness and health of the nation.

“We use numbers and statistics to measure our success in delivering the Scouting program. But behind the numbers, you will find a nation of young men and women learning leadership, developing character, and serving their communities with the caring guidance of countless volunteers and supporters,” Williams said. “The BSA will continue to look to the challenges of the next century and seek to help ordinary young people become extraordinary adults by recruiting quality leadership, generating adequate funding for our programs, inviting youth from -more-

8 Boy Scouts of America Report to the Nation—Page 3

all backgrounds to join, and by offering fun and relevant programs that are founded on strong values.”

The Report to the Nation youth delegation includes Kevin Altimier, 9, of Ohio; Andres Molina-Villarino, 10, of Puerto Rico; Kristopher Geyer-Roberts, 14, Fla.; Julia Reed, 17, Wash.; Patrick Murphy, 18, Ariz.; and Christopher Kerzich, 21, Ill. This year’s host couple is Francis Add any and Marcia McAllister of Columbus, Mont. additional information regarding your event In addition to presenting the official report at the U.S. Capitol, the delegation also toured area sites, including the White House, the U.S. Supreme Court, Arlington National Cemetery, Goddard Space Flight Center, the Pentagon, and the U.S. Naval Academy in Annapolis, Md.

Serving 4.8 million young people between 7 and 20 years of age with more than 300 councils throughout the United States and its territories, the Boy Scouts of America is the nation’s foremost youth program of character development and values-based leadership training. If you would like more information about the programs available through the BSA, please contact the National Council at 972-580-2000 or visit www.scouting.org.

Be sure to include additional cont a c t # # # information

Editor’s Note: Beginning March 6, the 2004 Report to the Nation link went live on the BSA Web site (www.scouting.org). Click on the Report to the Nation button for updates on the delegation, background information, and testimonials on this historic presentation. Contact Randy Piland at 740-707-7965 for high-resolution photos of the delegation in Washington.

9 PREPARING FOR AN INTERVIEW Preparing for an Interview

Simply developing your story, pitching a reporter, and securing an interview is only half of media relations. The other, and often more important, component is the actual interview itself, which requires preparation and thought.

The basic principles of interview preparation apply to all types of media; however, certain media require special preparation; for example, broadcast media such as radio and television require additional attention because often the interviews are live so there’s minimal to no room for blunders.

Initial Preparation

As a standard, you should be familiar with the reporter’s topic(s) of interest and the outlet’s typical coverage angles when approaching a journalist to pitch your story. After you’ve scheduled your interview, again, understand the reporter’s point(s) of interest or goals of the interview. Take some time and review the reporter’s previous pieces if possible. Familiarize yourself with their style of reporting and take some time to anticipate possible questions the reporter might ask and make sure you have answers prepared. Also, feel free to ask the reporter his/her planned questions prior to the interview. Most of the time, the reporters are glad to provide you with the list of topic areas and appreciate your preparation.

Set your objectives for the interview, and visualize a headline or storyline for broadcast outlets. This will help you shape what you want to accomplish during the interview and pre-answer questions you know you’ll be asked.

Develop three to five key messages or central points you want to convey during the interview. It is always good to have these points on hand to go back to during your interview to keep the focus on what you would like to discuss, without sounding like you are trying to strong-arm the reporter. Also, identify examples to illustrate your points so that your messaging becomes even more tangible for the reporter. Use statistics only if they can make your example more meaningful.

During the Interview

As the interviewee, you are a BSA spokesperson and a representative both of your council and of the organization as a whole. Remember, there is NO such thing as “off the record.” Anything you say to a reporter, even in passing, can—and probably will—be used as part of the story. Do not go “off the record” or offer information you do not want to be made public knowledge.

Above all, do not make up answers, guess, or speculate, and NEVER lie. It is OK to say you don’t know or to offer to obtain the information and get back to the reporter with it in an agreed-upon timeframe.

Additionally, never answer a question that you do not understand. Ask the reporter to restate it. The reporter should not have a problem with your request. Also, do not respond by restating part of the question. That is a tactic reporters use often to get interviewees to say what the reporter wants, in order to make them quotable or controversial.

10 Other Tips for Preparing for an Interview

 Prior to the interview, provide the reporter with background materials that explain your story.  Be yourself. You are being interviewed as an informed and interesting individual. You are an expert; speak naturally.  Restate the interview goals and the reporter’s specific needs at the beginning of the interview and take a conversational approach. This will help you set the tone of the interview and help maintain control should the reporter attempt to take you off track.  Utilize backup materials or notes including your important key message points.  Place your most important points at the beginning of each response.  Short answers are better than long ones; a concise answer gives the interviewer less opportunity to misunderstand you and lends itself to a better quote or “sound bite.”  Do your best to avoid jargon, and use words the reader or audience can understand.  Don't let a reporter put words in your mouth or mischaracterize your thoughts. Use a bridging technique to redirect control of the interview back to you. Simply and politely state, “Actually, what I’m saying is…” or “Maybe I’m not being clear. What I mean to say is . . . .”  Don’t wear a white shirt on television.  Don’t wear dark-tinted glasses on camera.  When on television, remember to look at the interviewer, not the reporter.  Make sure to sit comfortably on television and don’t appear “frozen.”  On television, use hand gestures when appropriate, but don’t fidget.  The average television audience is 1.5 people in a living room; think of yourself talking to one of these people.

11 Example Media Preparation FPO

National Office 1325 West Walnut Hill Lane P.O. Box 152079, Irving, Texas 75015-2079

BOY SCOUTS OF AMERICA SOCCER AND SCOUTING MEDIA INTERVIEW PREPARATION November 19, 2004

Interview Speaking Points Prepare a summary of your topic/story . Why the program was created. - Soccer and Scouting is a new program designed to combine the positive youth activities of Cub Scouts and the lifelong values taught in the Scouting program with organized soccer. This is a new means of involving Hispanic families that have normally ignored Scouting because the traditional Cub Scout program lacked essential elements that resonate with their culture. Soccer and Scouting is part of a larger picture—it is part of the evolution of Boy Scouts into the 21st century. Specifically, Boy Scouts is doing things differently to maintain its relevance in the Utilize the opportunity to communities it serves. Soccer is the relevant and meaningful access point to attract and retain reinforce key messages Hispanic American and Latino youth in Scouting.

- The Boy Scouts of America serves nearly 5 million young people between 7 and 20 years of age with over 300 councils throughout the United States and its territories. As the nation's foremost youth program of character development and values-based leadership training, the BSA identified a need among Hispanic American and Latino youth, ages 7 to 10, who are traditionally underserved by Scouting, for a youth program.

- Soccer is an integral part of the Hispanic American and Latino cultures. By combining soccer and scouting, youth and families no longer have to choose between two valuable activities—both of which make an immeasurable impact on young lives.

Anticipate the Program Questions & Answers questions the reporter will ask Q: When will the program be rolled out nationwide? A: Currently, 65 councils across the nation are implementing the program. This list continues to grow on an ongoing basis.

12 Q: Can anyone participate in the Soccer and Scouting program? A: While the Soccer and Scouting program is intended for Hispanic American and Latino youth, the program is open to all boys ages 7–10. Boys can participate in both the Soccer and Scouting and traditional Cub Scout programs simultaneously.

Q: How does the Soccer and Scouting program differ from the mainstream Cub Scout program? A: The primary differences are that Soccer and Scouting incorporates soccer and there are four 12-week seasons. Otherwise, the programs are the same. The materials are designed to deliver the Cub Scouting program, which includes activities such as core value reflections, safety drills, crafts, and nutrition education. Additionally, Soccer Be prepared t o and Scouting works on the same achievement and requirement paths as other Cub Scout programs, with youth answer a wide variety of qu e s t i o n s , earning the Tiger Cub, Bobcat, Wolf, Bear, and Webelos badges. even ones you don’t like Redirecting Interviews

During the interview, be sure to incorporate your key messages into your answers, even if you have to redirect the reporter back on track through bridging techniques. Bridging techniques, or phrases, are very simple ways to ensure you are making your points and not letting the reporter direct the interview to points you are not prepared or do not desire to discuss. Use of these types of statements will help you redirect interviews and incorporate your key messages. Following are some common bridging phrases:

 “What’s important to remember, however…”  “Which takes us back to the question of…”  “I’m not the appropriate person to speak to that point, but I can tell you…”

Another Technique: Message Mapping

When a media interview presents a potentially challenging question, another technique that will help you remain in control is message mapping. Similar to bridging, message mapping allows you to identify the end result or destination of the interview and create the best strategy or route to reach it.

Situation: BSA XYZ Council is planning a Cub Scout recruiting event at which local celebrities will compete in a pinewood derby race. On the day of the event, news breaks that the local Scout executive has been arrested in an accounting scandal. Several media outlets have committed to covering the event due to the celebrity draw and will likely be asking questions about the news of the day while they are there.

To prepare for this type of issue or crisis situation, there are four steps that you can follow to help address the reporter’s focus and redirect the interview back to the main purpose. These steps include:

 Step 1—Prepare. Identify the controversial questions. - Example of a reporter question: “If the top executive in the council was arrested, what does that say to parents who are considering putting their sons in Scouting?”

 Step 2—Target. For each question, identify the key message that provides the easiest means of escape—refer back to your top three to five key messages. - Example: “It’s unfair to use the actions of a single individual as an indictment against the good work of thousands. . . ”

13  Step 3—Frame. Use organizational and industry knowledge to put the problem in context and defuse the question. - Example: “Scouting is based on the principles of duty, honesty, and integrity. . .”

 Step 4—Finish. Transition to key message. - Example: “…which has made Boy Scouts the foremost youth development organization in the world. That’s why all these people are here tonight. To learn about the good that Scouting can do in the lives of their children.”

Step 1: Prepare by Step 2: Identify the identifying key message that controversial provides the easiest questions means of escape

Controlling an interview using the message mapping technique

Step 3: Use organizational and Step 4: Transition industry knowledge to key message to put the problem in context

Following Up

Following your interview, ask the reporter if he/she needs additional information, and ensure that all of his/her questions have been answered. If you promise follow-up, then set a realistic, mutually agreed-upon timeframe and be sure to deliver by the deadline.

Also, thank the reporter for his/her time and ask when the piece will air or appear in their publication. Offer to be a resource for him or her on future stories and be sure to provide him or her with your contact information, in the event they have additional questions or need more information.

14 INTERVIEW PREPARATION SHEET INTERVIEW PREPARATION SHEET

Reporter’s points of interest

1.

2.

3.

Set the interview objectives

1.

2.

3.

Develop three to five key messages

1.

2.

3.

4.

5.

Identify examples to illustrate your points

1.

2.

3.

15 CASE STUDY Insert Your Local Council . Add three or four of the Good Logo Here Turn’s highlights

. Assisted over (add details) . Provided (add details)

CASE STUDY: Add a title or descriptive name of your Good Turn for America event

OPPORTUNITY: In a few sentences, describe the PR opportunity, including the background of your Good Turn, how your council was made aware of the opportunity, and/or how it came to be an activity your council decided to execute.

GOALS: List the two to four core objectives your council wanted to accomplish through your Good Turn. Examples of goals include: • Raise awareness of (Add details) • Serve the community by (Add details) • Assist with the (Add details) • Generate positive (Add details)

EXECUTION: List the steps you took to accomplish your goals. Please include the individual activities completed by your Scouts. • Provided more than (Add details) • Worked with (Add details) • Cleaned up (Add details) • Served more than (Add details)

RESULTS: Briefly describe the results of the campaign. Did your Good Turn meet your original goals? What media coverage did you generate? Were you able to positively affect the community? What feedback did you receive by those you assisted? Would you participate in this Good Turn again? If you were to give advice to another council considering a similar event, what could they do to make it as easy as possible?

Once you have completed your Good Turn for America case study, please forward it to Kevin Burns at [email protected] , 214-443-7574; or Claire McLarty at [email protected], 512-478-3335

16 CONTACTS Contact Information

Boy Scouts of America:

First Last Title Address Phone Fax E-mail 1325 West Walnut Hill Lane, P.O. Box 152079, Irving, TX Stephen Medlicott Director of Marketing & Communicatio ns 75015-2079 972-580-2271 972-580-7870 [email protected] 1325 West Walnut Hill Lane, Associate Director of Marketing P.O. Box 152079, Irving, TX Renee Fairrer & Communicatio ns 75015-2079 972-580-2205 972-580-7870 [email protected] 1325 West Walnut Hill Lane, Associate Director of Marketing P.O. Box 152079, Irving, TX Brandi Mantz & Communicatio ns 75015-2079 972-580-2270 972-580-7870 [email protected] 1325 West Walnut Hill Lane, Associate Director of Marketing P.O. Box 152079, Irving, TX Eric Moore & Communicatio ns 75015-2079 972-580-2212 972-580-7870 [email protected]

Edelman (public relations agency):

First Last Title Address Phone Fax E-mail 3131 Turtle Creek Blvd., Suite Heidi McKinley Vice President 500, Dallas, TX 75219 214-443-7578 214-520-3458 [email protected] 3131 Turtle Creek Blvd., Suite Shields Gregg Senior Account Supervisor 500, Dallas, TX 75219 214-443-7587 214-520-3458 [email protected] 3131 Turtle Creek Blvd., Suite Deron Smith Account Supervisor 500, Dallas, TX 75219 214-443-7568 214-520-3458 [email protected] 3131 Turtle Creek Blvd., Suite Kevin Burns Senior Account Executive 500, Dallas, TX 75219 214-443-7574 214-520-3458 [email protected] 701 Brazos Street, Suite 950, Claire McLarty Account Executive Austin, TX 78701 512-478-3335 512-478-5335 [email protected] 3131 Turtle Creek Blvd., Suite Kate Parkhouse Assistant Account Executive 500, Dallas, TX 75219 214-443-8809 214-520-3458 [email protected]

17 NOTES NOTES NOTES Public Relations 101

BE PREPARED...