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Table of Contents Table of Contents Resume………………………………………………………………… 1 About Me…………………………………………………………….. 2 Blog Posts….……………………………………………………….… 3 Media Advisory……………………………………………………. 7 Social Media………………………………………………………… 9 Mini PR Plan……………………………………………….……… 11 Infographic…………………………….………………………….. 13 Shareholder LeEer……………………………………………… 15 CSR Memo…………………………………………………………. 17 Resume Nicole Maroney 1620 Ferry Street ! Eugene, OR 97401 ! 503-730-7107 ! [email protected] ! nicolemaroney.com Public Relations Experience Allen Hall Public Relations, Eugene, Ore. Sept. 2014- present Account Executive • Create PR campaigns to solve specific communication problems for Fred Meyer • Develop strategic social media tactics, targeting UO students to increase event participation • Draft PR pitches for the local Eugene media, including KEZI and KVAL • Publish creative blog posts for agency, targeting aspiring and professional PR practitioners Oregon Logging Conference, Eugene, Ore. Jan.- March 2015 Media Relations Intern • Created all of the media advisories for the 77th Annual Oregon Logging Conference • Pitched to the local Eugene media via email prior to the event • Coordinated with the media and scheduled live interviews with the President and VP of the OLC Ethos Magazine, Eugene, Ore. Sept.- present Social Media Chair • Promote magazine on campus through Facebook and Twitter, using Klout • Edit and approve magazine’s social media content before posting it online • Develop new product placement ideas, contributing to magazine’s marketing plan Fred Meyer Stores, Portland, Ore. June- Sept. 2015 Human Resources Intern • Organized and scheduled meetings for 30 interns, managing the group throughout the summer • Facilitated internal communication between interns and department supervisors via Outlook • Implemented new hire training strategies for all 132 Fred Meyer Stores • Co-planned and coordinated the annual Fred Meyer office BBQ with an attendance of over 2,000 employees Education University of Oregon, Eugene, Ore. Expected June 2015 Bachelor of Arts • Major: public relations • Minor: business administration La Universidad de Pablo Olavide, Seville, Spain Aug.- Dec. 2013 • Studied international marketing and Spanish Skills • Programs: Microsoft Suite, Photoshop, InDesign and Final Cut Pro X • Social media: Facebook, Twitter, Instagram, WordPress and YouTube • Language: Advanced Spanish 1 About Me Hello—My name is Nicole Maroney but everyone calls me Nikki. I’m a young public relations professional with a passion for people and the great outdoors. Born and raised in the Pacific Northwest, I’ve always been an avid explorer adventuring outside with wet socks and muddy shoes. This enthusiasm inspired my fascination with the outdoor PR industry, bringing me halfway across the world. After spending a semester in Seville, Spain, my eyes were opened to the global opportunities available in the field of communications and branding. With graduation quickly approaching, I couldn’t be more excited to pursue my career in the dynamic PR industry. Settling back in Eugene, Oregon, I’m continuing my professional experience as an account executive for Allen Hall Public Relations. This student-run PR agency at the University of Oregon challenges me every day. Building relationships with our clients and devoting PR campaigns to specific communication problems, have given me the essential PR tools I need before graduation. Additionally, my position as Social Media Chair for Ethos Magazine, an award winning multicultural publication, has demonstrated my devotion and eagerness to working with fellow students. Leading my team we plan small events, develop strong social media platforms and engage with our target publics effectively. Throughout my journey at the University of Oregon, I’ve learned strong communication skills are not only critical in the field of public relations but in our daily lives as young professionals. Today, my enthusiasm for writing and engaging with others continues to draw me toward the multifaceted profession of PR, rediscovering what it means to be a strategic thinker. 2 Blog Post for Agency During the holidays people are overwhelmed with crowds, adverKsements and flashy window displays telling us to buy, buy, buy. Kicking off the holiday season with Halloween, department stores across the country are trying to cut through the cluEer. This holiday season, my account team and I are working with Fred Meyer to stand out amongst the noise. Last week, my team had our first conference call with Amanda Ip, our Public Affairs Specialist at Fred Meyer and Quality Food Centers, to discuss potenKal media pitches for the upcoming holiday season. We came up with some exciKng ways to engage the local Eugene media; yet we were stumped on how to effecKvely pitch our stories. Bouncing ideas back and forth, we came up with some exciKng ways to engage the local Eugene media. I decided to reach out to Kathryn Their—former reporter and communicaons professional— who currently teaches Journalism and PR at University of Oregon. She offered me some great advice on how to pitch to the media. Here are some of her Kps: 1. Establish Trust: The first step of effecKve PR pitching is building trust with the reporter. Before you can begin thinking about pitching to the media, it’s vital for PR pracKKoners to establish trust over Kme by showing the journalist you’re a credible source with valuable informaon. Once a reporter knows you’re an ethical PR pracKKoner, he or she is much more likely to consider sharing your stories with the media. 2. Know Your Reporter: Just because you establish trust with a specific reporter, doesn’t mean he or she is going to publish your story. The key to pitching is relevancy—knowing what reporters cover what types of stories. From there, you can tailor your pitch to the right reporter or journalist. 3. Plan in Advance: Holidays are a tough Kme for media because of reduced staff and vacaon Kme; therefore, planning ahead during the holiday season is especially important. The good news is that the holidays are generally dull news Kmes, meaning that PR pracKKoners can capitalize on media opportuniKes by providing stories in advance. Think about pitching evergreen stories (stories that can run anyKme and aren’t Kme sensiKve), covering news holes during slower news months. 4. Be Creave: In order to shine, PR pracKKoners should try to have some fun with their pitching angles. During the holidays, charity and fundraising events appeal to larger audiences and provide awesome material for pitches. The key is spinning these stories in a creave way, and geng your idea to stand out. Remember that pitching isn’t just about your relaonship with reporters, but their relaonship with their editors. By understanding your reporter and the hierarchal structure of how the media work, PR pracKKoners have a much beEer chance of geng their stories media aenKon. 3 Allen Hall PR Evaluation Situation: My team of five worked on the Fred Meyer account where we collaborated to complete multiple tasks for our client. My first task was to create a blog post for AHPR’s official blog, highlighting our work for Fred Meyer. Problem: Having never pitched to the media before, I reached out to a UO professor with a professional background in media relations to learn more about pitching to the media Results: My blog post was the first AHPR blog post published for the year • Additional projects included: – Developed email pitches for the Polar Plunge, an event benefitting Special Olympics – Promoted the Polar Plunge event on campus and social media – Crafted St. Patrick’s Day and Easter pitch ideas for Fred Meyer Stores 4 Blog Post for Personal Branding 5 A Breath of Fresh Air Evaluation Situation: A Breath of Fresh Air—a blog dedicated to my love for the great outdoors and the public relations industry. Exploring the outdoor experience through a public relations lens, I’m discovering how outdoor and recreational companies establish themselves as a brand through PR efforts and social media. My blog topics include: • PR campaigns for outdoor companies like The North Face, Columbia Sportswear and Patagonia • Social media campaigns in the outdoor and recreational industry • Corporate social responsibility and environmentalism • Global corporate PR initiatives to protect the environment Problem: Establishing myself as a PR professional with limited experience working in the PR industry Results: • Created professional, innovative and engaging content • Established a professional network of outdoor industry leaders by following and interacting with them online • Kept up with current events in the outdoor industry, capitalizing on exciting opportunities 6 Media Advisory MEDIA ADVISORY: INVITATION TO COVER FEB. 19, 2015 ! Loggers kick off the 77th Annual Oregon Logging Conference—the largest inside and outside equipment show west of the Mississippi Who/What: Every year manufacturers and dealers around the world visit The Oregon Logging Conference, displaying the latest technology in forestry equipment. Network and socialize with hundreds of forestry professionals to learn more about their trade. Hands-on educational seminars given by exhibitors will reveal the most innovative practices in forestry maintenance. Discover what it takes to work in the logging, construction, trucking and heavy equipment industry. Come Friday to see this “power packed” show, including everything from a live Chain Saw Wood Carving event to an inspiring presentation on new logging technologies. Dedicated to maintaining our healthy forests in the Pacific Northwest, the OLC offers something for everyone. Where: Lane County Fairgrounds – 796 West 13th Ave., Eugene, OR When: Thursday, Feb. 19, 2015 All of the following events are located at the Lane County Fairgrounds 8 a.m. to 4 p.m. – Equipment displays open 9 a.m. to 4 p.m. – Chain Saw Wood Carving event – outside demonstration area 12 p.m. to 1 p.m. – Free time to view equipment displays 12 p.m. to 6 p.m. – Lars Larson Show broadcast live onsite – Main Exhibit Hall Lobby 1:30 p.m. – Operators of the Year Presentation – Oregon Department of Forestry 2 p.m. to 4 p.m. – “Better Ideas/ New Technology in Logging” Presentation – Wheeler Pavilion 5 p.m.
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