4771

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2009 Earnings: $1.58 per share on a diluted basis 2009 Net Sales by Division:

Gap North America: $3.8 billion

Banana Republic North America: $2.2 billion Old Navy: $5.3 billion

International: $1.6 billion

Gap Inc. Direct (online): $1.1 billion

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(from www.gapinc.com)

Sample 3.3

Read and translate the following fact sheet. How does it differ from samples 3.1 and 3.2. Discuss your ideas with the group.

Fact Sheet

The Coca-Cola Company is the world’s largest beverage company, refreshing consumers with nearly 500 sparkling and still brands. Along with Coca-Cola, recognized as the world’s most valuable brand, the Company’s portfolio includes 12 other billion brands, including Diet Coke, Fanta, Sprite, Coca-Cola-Zero, vitaminwater, POWERADE, Minute Maid and Georgia Coffee. Globally, we are the No. 1 provider of sparkling beverages, juices and juice drinks and ready-to-drink teas and coffees. Through the world’s largest beverage distribution system, consumers in more than 200 countries enjoy the Company’s beverages at a rate of nearly 1.6 billion servings every day. With an enduring commitment to building sustainable communities, our Company is focused on initiatives that protect the environment, conserve resources and enhance the economic development of the communities where we operate.

Fast Facts:

-Established: 1886

-Ranking: We own 4 of the world’s top nonalcoholic sparkling beverage brands: Coca-Cola, Diet Coke, Sprite and Fanta

-Company Associates: 92,400 worldwide

-Operational Reach: 200 countries

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-Consumer Servings (per day): nearly 1.6 billion

-Beverage Variety: We offer more than 3,000 products, including diet and regular sparkling beverages and still beverages such as 100 percent juices, juice drinks, waters, sports and energy drinks, tees and coffees, and milkand soy-based beverages.

-New York Stock Exchange Ticker Symbol: KO

Our Mission:

-To refresh the world

-To inspire moments of optimism

-To create value and make a difference

Our Commitment to Sustainability – 2007/2008 Highlights:

-Respecting People – We offered more than 1,600 training classes to Company associates.

-Protecting the Environment – We achieved a 2 % improvement in water use efficiency in 2007 as compared to 2006.

-Supporting Communities – In 2007, The Coca-Cola Company and The Coca-Cola Foundation made charitable contributions of $99 million to community initiatives worldwide.

-Offering safe, Quality Products – We launched more than 150 low and no-calorie products in 2008, as well as more than 200 juices and juice drink products.

2008 Financial Highlights:

-Our portfolio includes 13 billion dollar brands.

-Unit case volume grew 5 % to $23.7 billion unit cases worldwide.

-Net operating revenues grew 11 % to $31.9 billion.

-More than 70 % of our net operating revenues and more than 75 % of our unit case volume were generated outside of North America.

For more information about our Company, please visit our website at www.thecocacolacompany.com

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(from www.thecocacolacompany.com)

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Backgrounder

Although sometimes interchangeable with fact sheets, backgrounders have more defined purposes and audiences. A backgrounder is an in-depth information piece, providing background information on a specific issue. They are written for people who want or need more information on a subject. They typically include more details, statistics, and possibly technical jargon. Examples of backgrounders include one-page summaries of organizational leaders. Informational texts describing an organization’s products or services written as part of an annual report or for representatives of the media are also forms of backgrounder. From the public relations writer’s view point, backgrounders are often written for reporters seeking additional information to understand your industry or as a background for a story. For example, FEMA (Federal Emergency Management Agency) supports each of its “hazards” fact sheets with a backgrounder on the hazard itself. Whereas the fact sheet on “terrorism” focuses on preparation and response, the supporting backgrounder deals with terrorism in general, including facts about chemicals and biological weapons. Backgrounders often accompany press releases and provide additional information not found in the releases.

To write a backgrounder, you need to follow some basic guidelines:

1.The backgrounder should be written with a particular audience in mind: professionals, investors, visitors, the media, or customer.

2.It might employ the 5Ws and H structure or Q & A (question and answer) format.

3.It should include organizational logos, and contact information when standing alone.

4.Start with a concise statement on the issue or subject about the topic.

5.Follow the opening statement with a historical overview of the issue. Trace the issue’s evolution – how it came to be – and the major events leading up to it.

6.Explain why this issue is important TODAY. State its significance.

7.Present the implications of the issue. Back up that statement with facts.

8.Use subheads where appropriate to make for easier reading. (A backgrounder can average up to 4 or 5 pages in length, however, it’s always a good idea to let the information, not the page-count, dictate the length of your piece).

Here are some aspects that can be included in product and company backgrounders.

1. Product Backgrounder:

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a.What your field or industry did before your product came along.

b.Explanation of any scientific terms or jargon of the industry.

c.The problems your industry or field has had.

d.What your company discovered – results of that discovery.

e.What your specific product can do, how it can resolve previously unresolved problems.

f.Your products advantages over existing products.

g.What the future holds your product or where product may lead the industry.

2. Company Backgrounder:

a.Where your company is located, when company started, why company started.

b.Explanation of your product.

c.The kind of company that you have and what the company does.

d.Information about the key people in your company.

e.Information about your industry.

f.The accomplishments of your company.

g.Any “firsts” your company has achieved.

h.The future of your company.

A backgrounder on an organizational member may take three forms: the data sheet, the straight chronological, or the narrative. It includes: date of hire, position within the company, educational qualification, civic activities and memberships, family information (husband/wife (if appropriate), kids, pets).If writing a narrative biography, it is possible to include personal quotes.

Sample 3.4

Read and translate the following backgrounder. Review carefully to assess its layout.

RIF

Company Backgrounder

Reading Is Fundamental, Inc. (RIF), the nation’s oldest and largest children’s and family literacy organization, has a mission to inspire passion for reading and learning

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through innovative literacy programs and services.

The premier literacy organization of its kind, RIF makes reading fun through exciting motivational activities that culminate in “book distribution” – opportunities for kids to choose and keep books at no cost to them or their families. RIF provides books to children through a network of local volunteers, who run RIF programs and organize events.

In (name of city), RIF brings (number) books to more than (number) children each year. The (name of program) RIF Program, founded in (year), has (number) local volunteers who organize successful reading motivation activities and book distribution. Local RIF sponsors include (name of local business/ civic sponsors).

Nationally, RIF reaches the nation’s underserved children and families in all 50 states, the District of Columbia, the U.S. Virgin Islands, Puerto Rico, and Guam. Through a grassroots network of community volunteers at 21,000 sites, RIF provides 5 million children each year with 17 million new, free books and other essential literacy resources.

Although RIF programs vary in size and location, all incorporate three elements:

engaging books for children to explore, choose, keep, read, and treasure;

motivational activities that capture kids’ imagination, and inspire them to read; and

ways to engage family and community members in literacy development

RIF serves children in traditional settings – schools, libraries, and community centers

– but also extends to children who are hardest to reach and at risk of growing up without books, such as those in crisis facilities, migrant labor camps, detentions centers, and hospitals.

For more information about RIF, please contact (name and phone number).

# # #

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Sample 3.5

Read and translate the following backgrounder. Review carefully to assess its layout and content.

NC

Backgrounder

Poor diet is a leading cause of many health problems for millions of Americans. Currently, the weight loss/gain industry is saturated with gimmicks, fads, and nutritional supplements that confuse individuals and can complicate health risks.

If an individual seeks out professional help for their diet issues, they may be given a pamphlet on nutrition, they may also be given various prescription medications to lower cholesterol, fight diabetes, manage heart-related problems, or even to lose weight. However, it is up to the individual to monitor and follow a regimen of good eating habits.

The NutriCounter is based on sound ethical principles of weight management. It is a tool that can be used by an individual to easily track daily consumption of essential nutrients and ensure a lifestyle commitment to optimum nutrition.

The NutriCounter has been shown to over 500 health professionals. They all agreed that the NutriCounter is an exceptional tool for anyone wishing to improve their overall health – be it weight loss, lowering cholesterol or blood pressure, or any other particular dieting concern.

The NutriCounter is truly unique. The unit is designed to look familiar and be extremely easy to use. However, the NutriCounter will do nine separate functions simultaneously including calculating the average daily consumption, setting goals for individual nutrients, finding out the balance left for a day consumption, and changing the portion size to match what is being eating.

It tracks and stores the following daily intakes: calories, total fat, saturated fat, cholesterol, sodium, carbohydrates, sugar, fiber, and protein.

There are many opportunities to use this device. It may be used to teach individuals how to monitor their diet. It can also be used to help Cardiac Rehabilitation patients, diabetics, chronic lung disease and congestive heart failure patients. It is designed for weight loss, personal training, and for people just interested in overall health maintenance.

For more information, please contact (your name and phone number).

-30-

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Sample 3.6

Read and translate the following backgrounder. Review carefully to assess its layout and content.

Gap Inc.

Glenn K. Murphy

Chairman and Chief Executive Officer

Glenn Murphy joined Gap Inc. as Chairman of the Board and Chief Executive Officer in July 2007.

Under his leadership, the company has successfully driven bottom line earnings growth by focusing on healthy margins and effectively managing costs.

Since joining, Murphy has solidified the company’s leadership team by appointing new presidents for its Old Navy, Banana Republic and Outlet divisions, as well as the chief financial officer and senior vice president of corporate real estate. The company’s senior management, led by Murphy, is focused on restoring the health of the brands and pursuing growth opportunities through the company’s online divisions, international expansion and franchise partnerships. Recent milestones include opening more than 120 franchise stores globally, completing its acquisition of active wear brand Athleta – the first in 20 years, and opening its highly successful Banana Republic store in the United Kingdom.

With more than 20 years of retail experience, Murphy has successfully led diverse retail businesses and brands in the areas of food, health and beauty, and books. He has an established track record as a decisive, in-charge leader who has revitalized established retrial brands.

From 2001 to 2007, Murphy served as Chairman and Chief Executive Officer of

Shoppers Drug Mart, Canada’s largest drugstore chain, delivering 22 consecutive quarters of year-over-year revenue growth.

Prior to Shoppers Drug Mart, Murphy served as President and Chief Executive Officer of Chapters, Canada’s leading book retailer. He also had a 14year career with Loblaw Companies Ltd., Canada’s largest food distributor and supermarket chain, and started his career at A.C. Nielsen, the world’s leading marketing information company.

Murphy holds his a B.A. from the University of Western Ontario.

# # #

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4. PITCH LETTER

Pitch letter is a clear attempt to target media editors and promote your organization’s event, personnel or product as worthy of news coverage. It identifies aspects that you believe the receiver of your letter will be interested in, and it explains why their readers or viewers would be interested. It also suggests precisely how the media can access the story, i.e., whether the topic is a potential interview, live event, speech or demonstration. Finally, it details the time, date and place of any events so that the media can plan to attend. Pitch letters are almost never longer than one page. They can accompany a press release, or it can stand on its own.

FORMAT

Letterhead

Date

Name

Title

Publication/Company/ Station

Address

Dear Name:

Headline

(Take the time to craft a short, snappy headline. You don’t have to tell your story here, just make it intriguing enough).

The first paragraph should introduce you and the subject. This is where you need a hook, but one that explains exactly what you have to offer. In the first sentence, try to give the reporter something that will make him say, “I never knew that” or “That’s an interesting angle for a story.”

The second paragraph should explain why the editor/reporter should include your material in an article in their publication. (For city or regional media, give them a local angle – a local example of a national trend: it can showcase you as a local person. For national media, tie yourself to a national trend.

The third paragraph explains how you can be reached. Give them phone numbers even if it is already printed on your letterhead. Show how your story relates to the reporter’s audience (e.g., “We hope your listeners and readers will find the story of … a real inspiration. We hope you agree.”). Always end your pitch letter by saying

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that you’ll be contacting them and tell them when (such as next week, the beginning of the month). Here also express willingness to work with the editor/reporter.

Sincerely,

Signature

Your Name

Sample 4.1

Read and translate the following pitch letter. Assess its content.

Letterhead or address

Date

April Meehan, Senior Editor

Progress Magazine

433 43rd Avenue

New York, N.Y. 10039

Dear April:

I suggest a feature story on Blanchard Banks of Detroit who, at the age of 64, has just read his first book ever to his granddaughter, Jasmine, age four. “It’s a miracle,” the silver-haired man explains.

Blanchard began life as a farm worker in Mississippi, and migrated to Detroit as a young man in 1940. Working in a factory, he managed to get by without reading by meticulously following instructions and occasionally asking someone to “clarify” written communications.

When Marks Industries, where Blanchard works, joined the fight for literacy, Blanchard sighed-up for the after-work tutoring program offered at his local library. In June he will graduate in a special program to be attended by several U.S. Congressmen.

In the Marks Industries program, alone, fifty people have already been able to experience the joy of learning to read. It wasn’t easy for Blanchard and the other to admit their reading deficiencies; it wasn’t easy to overcome the obstacles of getting enough volunteer instructors and a suitable meeting place; but the Marks program is making a big difference. In fact there are now plans to expand it into a fifteen-state partnership with local community organizations.

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I believe your readers would be inspired by Blanchard’s story. There are great photo opportunities here. I’ll give you a call in a few days to discuss your interest.

Sincerely,

S. Gerkins

Samantha Gerkins

Sample 4.2

Read and translate the following pitch letter. Assess its content.

March 16, 20__

Inside Address

Dear Mr. Vele,

Arthur Rivlin one day decided to rebuild a boat in his garage, so he could sail on

Lake Michigan… maybe even sail all the way across Lake Michigan. Little did he imagine the before the year was out, he was going to sail that boat all the way across the Atlantic!

He wrote a book about his adventures – “Sail! Everything must go!” – which tells how a perfectly average suburban hobbyist got carried away with his dream. One critic says the book is in a class with “Zen and the Art of Motorcycle Maintenance.” Rivlin is not only a good writer; he’s also a great story-teller, and I think your listeners would find his stories fascinating.

A hard-working father of three, Arthur Rivlin worked as an auto mechanic in a repair shop in Dundee, by day. By night he bought and repaired a boat, taught himself to sail, and then took off for one of the most unforgettable “vacations” ever experienced – crossing the Atlantic by himself in the summer of 1990.

Fortunately for radio audience, he’s an articulate person as he is on the printing page. I can’t imagine a more perfect guest for your program, “Booktime”, on WKOC-FM. He’s available any day this month, but next month he’s due to leave town on a book promotion tour.

I have enclosed a copy of his book. I will be calling in a few days to see if you agree that Arthur Rivlin would make a great guest. Thanks for your consideration.