Publicity: News Release, Video Commercial, and Print Ad

Communication 3015 R 50

Frank Hayes

April 6, 2016 

Section I – Purpose of Assignment 

The purpose of this assignment was to become familiar with and create writings for news releases, for both newspaper and broadcast media.  It was also to become familiar with and apply the Associated Press writing style to the adverting materials I produced for the fundraising event I created though a print ad, script for video commercial and press release. I also used the knowledge I gained in applying professional copy writing standards for print and electronic media in this assignment.


Section 2- News Release 


Contact: Frank Hayes

Tel: 615-555-1234




“Sparing others the heartache of losing a loved one”


NASHVILLE, Tenn. – (April 2, 2016) – The Franklin High School athletic department and Franklin Family Entertainment Center will be hosting its annual charity event: “Strikes and Spares for Screenings” this Saturday, April 9th from 4:30-6:30pm at the Franklin Family Entertainment Center. All proceeds go to covering the cost of medical exams for student athletes in order to identify undiagnosed heart conditions. Each year there are numerous deaths related to undiagnosed heart conditions, and with early detection the Franklin High School Athletic Association believes that they can cut the number of these unfortunate deaths significantly.

The cost for admissions is $20.00 for adults and $10.00 for students if purchased in advanced. Tickets are $25.00 and $15.00 at the door. Each entrant will enjoy 2 hours of unlimited bowling, pizza, snacks and soft drinks. Shoe rental is included.

A variety of local business have donated various items to be raffled off during the evening. Raffle tickets can be purchased 1 for$2 or 3 for $5. They can also be earned through bowling. Strikes get 2 tickets Spares get 1 ticket! Because Franklin High School is committed to the success of all students, not just athletes, a $500. 00 academic scholarship donated by Wells Fargo will be raffled off during the festivities.

Franklin High School Athletics:

Franklin High School Athletic teams develop and maintain programs that promote a culture of success academically, athletically, and socially and produce championship results.  In addition FHS student-athletes are prepared to be good citizens, effective leaders, and positive contributors within the community. Franklin High is a public high school with a long history and community traditions.  It was established in 1910 with 20 students and 2 teachers.  Today the school numbers 1,760 students and a faculty of 118.  57% of our teachers hold advanced degrees.

Section III – Video Commercial

Franklin High School Athletics

Spot A

Campaign: Strike and Spare for Screenings

Duration: 30 seconds


KILL: 4/2/2016




Soft instrumental Public Domain music playing throughout  commercial

Slides :


(1) High School students playing soccer :02’’

(2) H. S students playing basketball :02’’

(3)H.S students playing baseball :02’’

(4) H.S students playing Volleyball :02’’

(5)HS. students at swim meet  :02’’

(6) H.S students playing football  :02’’


TOTAL :12’’





Ex. Titan Football player standing on empty high school football field : 08’’















Video of last year’s Strike and Spares for Screenings Event : 07’’









Details of event on screen :03








It’s a sad story you have heard before, a student athlete collapses suddenly from an undiagnosed heart condition.














Sadly, I witnessed this when I was in high school .A teammate fell to the turf, never to regain consciousness. Put an end to tragic stories like this one by raising money to cover the cost of medical exams that identify undiagnosed heart conditions in student athletes.








Join the Franklin High School Athletic Association Saturday, April 9th from 4:30- 6:30 pm for the annual Strike and Spare for Screenings fundraiser at the Franklin Family Fun Center.




Strike and Spares for Screening – Sparing others the heartache of losing a loved one.




Section IV- Print Ad

      “Strikes and Spares for Screenings”

        Sparing others the heartache of losing a loved one 

 A fund raiser to help cover the cost of medical exams that identify undiagnosed heart conditions of student athletes at Franklin High School.

project 1Saturday April, 9, 2016

Check in at 4 pm   project 2

Games from 4:30- 6:30PM


                 Franklin Family Entertainment Center

1200 Lakewood Drive, Franklin, Tennessee 3706

Cost: $20 advance / $25 at the door/per person. $10 for students advance/ $15 at the door

Raffle tickets can be purchased 1 for$2 or 3 for $5. They can also be earned through bowling: Strikes get 2 tickets/ Spares get 1 ticket!

What the Scratch?

  • Come out and enjoy an evening that will benefit the students of Franklin High School
  • Each entrant will enjoy 2 hours of unlimited bowling, pizza, snacks and soft drinks
  • Shoe rental is included
  • Raffle items include a $500.00 scholarship curtesy of Wells Fargo.

Prizes &Raffles

project 6  project 5 project 4 project 3

project 7


Section V – What I learned

In each of the three assignments we have worked on this semester, they have all covered different responsibilities or opportunities for professional communicators.  In this particular assignment I gained a greater understanding of not only the importance of the news release but also the necessary elements it takes to write one. There are many types of news releases from print to internet, audio, to video.  From content to format to style, there are many components that go into a successful release.

I also gained a better understanding of the advantages and disadvantages of advertising mediums as well as what makes an advertising piece successful. The importance of a strong hook followed by building a compelling interest. Depending on the medium, the use of videos or graphics are also important. Finally, the stinger or call to action gets the consumer to hopefully make a purchase. Like the press release, the format varies with different types of mediums. Advertising generates the income and is the essential tool professional communicators use to get their message out to the public.






Interview of an Executive Responsible for Communication

Frank Hayes
English 3134 R 50
Instructor: Lydia Carter
July 17, 2016


Section I – Purpose

The purpose of this paper is to interview the senior leadership personal who is responsible for planning, implementing and coordinating the communication of all public or external relations and communications of the Middle Tennessee Council- Boy Scouts of America.  The purpose of this assignment is to also learn more about the history of marketing   and communications and how it relates to this real life experience

cub 1





Section II- Background Information

The Boy Scouts of America (BSA) was modeled after Britain’s Boy Scout Association. In February of 1908 W.D. Boyce, Edward S Stewart, and Stanley Willis applied for a congressional charter. The BSA grew rapidly, quickly, becoming the largest youth organization. But with growth comes growing pains. Some of the early problems where racial issues and “younger boy” and “older boy” issues. Inclusion of African Americans was an issue from the beginning, but the board took a quick stance not to discriminate on the base of color, but that local communities follow the same policies of their local school system.  The forming of the Cub Scouts solved the other issue of the age range problems. The core age of scouting was 12-18, but the scouts wanted to have activities and training for boy’s ages 6-12 years old, hence the birth of the cub scouts.

cub 2







The mission of the BSA is “to prepare young people to make ethical and moral choices over their lifetimes by instilling in them the values of the Scout Oath and Scout Law (”. Over the past 107 years, over 114 million young men have involved with the BSA.   But sadly, the number of young men involved with scouting has declined dramatically over the last ten years. In 2013 alone Cub Scout membership dropped 7.3%, the Boy Scouts 2.4% and leaders and volunteers 3.7%. (   You can’t have Boy Scouts without boys! This is a major problem facing the BSA today, keeping boys (and their parents) interested in scouting. That is one of the major task the marketing director faces daily, keeping the Boy Scouts relevant to the boys of today.

On January 29, 2016, I had the privilege of meeting with Mr. Danny Sutherland who is the Director of Marketing and Exploring with the Middle Tennessee Council – Boy Scouts of America. He has been in his current position since September of 2015.

cub 3Mr. Sutherland started his career path when he attended the University of Tennessee at Knoxville where he obtained his Bachelors of Arts degree in Psychology. After graduation, he took his first job as a social counselor for the Tennessee State Foster Care field. He provided foster care case supervision, court interaction and family welfare. Mr. Sutherland also acted as court liaison for DCS and worked directly with children and families in the state child care system. Mr. Sutherland has always had a passion to help children.


When his son began the Boy Scouts, Mr. Sutherland became a very involved parent. Through his involvement with the scouts, he made many acquaintances. It was though one of those acquaintances a board member, who suggested that Mr. Sutherland go to work for the Boy Scouts. Mr. Sutherland said he laughed because he didn’t realize “that the scouts had full time employment because they were a non-profit.”

Mr. Sutherland was first hired in September of 2008 as the Senior District Executive which was responsible for selecting, training and inspiring volunteers to become adequate leaders for scouting. Soon, Mr. Sutherland was promoted to District Director which is over two regions in which the district executives reported to him. Mr. Sutherland’s excellent work did not go unnoticed. He was promoted again to serve as the Central Area Field Director. Here, his work focused around the Middle Tennessee’s endowment development and financing programs. Finally, he was promoted to his current positon as Director of Marketing and Exploring. This is a Senior Leadership position. Mr. Sutherland reports to Larry Brown the CEO of the Middle Tennessee Council- Boy Scouts of America.

cub 4




Section III- Information Leaned in Preparation of Interview

When preparing for this interview it was important for me to not only understand Mr. Sutherland’s role as Marketing Director, but also the history and dynamics of the Marketing and Communications industry.

Communication is “the imparting or exchanging of information and news ( )”. People have always had the need to communicate with each other. As our country was forming, the government believed they had the right to dictate what was allowed to be published but the freedom to express ones opinions won out. From Federalist like Samuel Adams and Thomas Paine to visionaries like Ivy Lee and Edward Bernays, it took many futurists to develop today’s concept of Marketing and Communications.



Corporate communication as we know it today stems from a time of revolution. As big businesses and the economy grew the public opinion of these industries was less than favorable. Enter William “Wolf” Smith who created a public relations agency in 1919. He realized that public perception, i.e. relations, was the key to preserving and building a corporate image.

Looking at the corporate structure of large corporations today, we see that many companies have not only a marketing and advertising side, but a separate communications area as well. That is because communication does not only deal with how the outside world views their company but also how the companies own shareholders perceive what is going on. Marketing on the other hand, promotes your organization and generates sales of its products and services.  Public relations is one element of marketing.

When looking at the Boy Scouts, Mr. Sutherland oversees both the public relations as well as the marketing of Middle Tennessee Council. “Now is the time for councils to engage a strong marketing plan to attract adults and youth to Scouting. With the challenges youth face today, there is a greater need than ever for the Boy Scouts of America’s values-based program. To help the public better understand the mission and benefits of Scouting, every council must communicate to them. When community organizations and parents understand that Scouting is a resource they can use to enhance their developmental programs and teachings, the more apt they are to become involved in Scouting and to encourage youth to take part in the program (” In this role Mr. Sutherland uses marketing alongside of relationships to gain new scouts and leaders.  His best marketing tool is the relationships he creates.

cub 7

Mr. Sutherland’s responsibilities include being the editor of the quarterly magazine, posting on all social media outlets, press releases, billboards, and all advertising. Through years of experience Mr. Sutherland says “you have to be careful of the pitfalls of using social media”. The scouts have found that Facebook is not a good way to promote events. Mr. Sutherland still likes direct mailings of literature via mailing lists. Recently, Mr. Sutherland has started using thirty second video presentations to promote scouting. Mr. Sutherland said “you have to keep your YouTube videos under thirty seconds because if not you will lose your audience”. He would like to more on the cutting edge of technology, but the matter of fact is the Boy Scouts are a non-profit organization and as he jokes, “at least 10 years behind in technology”. The Boy Scouts are still an organization of tradition and word of mouth. After all, the reason Mr. Sutherland was drawn to the Boy Scouts was because they were a youth serving organization who are trying to make boys of today into leaders of tomorrow. He was very proud to point out that his son is well on his way to earning his Eagle Scout badge.

cub 8

Section IV- What did I take away from this assignment

It takes a lot of time and effort to grow a business to not only be popular but much respected. Business like Chick- fil- a, Coke,  and Home Depot, the Boy Scouts they have spent a lot of time and resources to be “the brand” they are  known as  today, However, the fall can be quicker than the climb just look at Chipotle. Just a few months ago, Chipotle was one of the fastest growing fast food chains. Known for their heath consciences, planet-saving  way doing business, it was a quick fall from grace as 100+ Boston College students and numerous customers out west became ill with e coli related illness after eating at various Chipotle restaurants. Chipotle is now having to do major public relations damage control. The public has lost their trust in Chipotle and they are having to gain it back. They are using various marketing campaigns to get customers back in the door.

Even corporations that have been around for over a hundred  years are still continually have to market and keep themselves relevant in order to thrive and continue to gain consumers trust and earn their business.


Works Cited

  • (2015) Retrieved from Boy Scouts of America:
  • (2016) Retrieved from htpp://


Boy Scouts of America – Earning their Survivor Badge

Frank Hayes                                                          PADM4226-R52

Throughout time some of the most popular books, television shows, and movies have been about being able to survive on a desert island by living off the land. Shows like Survivor, books like Robinson Crusoe and movies like Castaway. One can easily see how the Boy Scouts of America have always been a popular activity of young men to participate in. That is until recently.

Like most boys my age, I participated in a couple years of scouting. Like others who joined, I wanted the adventure of scouting. Things like hiking, camping in the woods or learning to tie really cool knots. My parents wanted me to join for the values they would teach and the self-esteem and confidence it would instill in me. These are all of the same reasons I enrolled my son to participate in Cub Scouts. In my current position as a food sales representative, I work with a variety of accounts, and one of those is the Boys Scouts of Middle Tennessee. Over the past few years, I have learned more about this organization and some of the problems they are currently facing.

The Boy Scouts of America (BSA) was modeled after Britain’s Boy Scout Association. In February of 1908 W.D. Boyce, Edward S Stewart, and Stanley Willis applied for a congressional charter. The BSA grow rapidly, quickly, becoming the largest youth organization. But with growth comes growing pains. Some of the early problems where racial issues and “younger boy” and “older boy” issues. Inclusion of African Americans was an issue from the beginning, but the board took a quick stance not to discriminate on the base of color, but that local communities follow the same policies of their local school system. The forming of the Cub Scouts solved the other issue of the age range problems. The core age of scouting was 12-18, but the scouts wanted to have activities and training for boy’s ages 6-12 years old, hence the birth of the cub scouts.

The mission of the BSA is “to prepare young people to make ethical and moral choices over their lifetimes by instilling in them the values of the Scout Oath and Scout Law”. ( Over the past 107 years, over 114 million young men have been involved with the BSA.  But sadly, the number of young men involved with scouting has declined dramatically over the last ten years. In 2013 alone Cub Scout membership dropped 7.3%, the Boy Scouts 2.4% and leaders and volunteers 3.7%. ( You can’t have Boy Scouts without boys! This is a major problem facing the BSA today- keeping boys (and their parents) interested in scouting. BSA has come under a lot of fire lately on the issue of discrimination against atheists and homosexuals.  This social change issue has caused great concern for the BSA. “Nonprofits have often identified and given visibility to emerging issues and problems that ultimately become the focus of national attention and action (Worth, 2014, p 365)”.

When a nonprofits mission (like the BSA) is based around ethical issues controversy is bound to brew. Much like the issue with race back in the beginning, discrimination as found its way into undermining the good work the BSA does on a daily bases.

Social issues often follow a life cycle. In the beginning there may be inattention to the problem, although it exists. Some event cause the problem to be discovered by individuals and the news media (Worth, 2014, p 365-366)”. Such is the case for the BSA. BSA had policies which prohibited atheist and homosexuals from participating in scouts. In January 2014, BSA lifted their ban on having homosexual youth participate in scouting. It was not until July 27, 2015, the Boy Scouts of America National Executive Board voted to lift the organization’s blanket ban on openly gay leaders and employees. The BSA still takes a similar prohibitive stance toward both children and adults who are atheist citing its “Duty to God” principle (

According to the textbook there are eight stages in the life cycle of a social change issue and BSA finds itself in between the last  three  very critical stages of choosing a course of action, launching initial interventions, and reassessing and redirecting efforts.

As with most nonprofits, funding is the major obstacle nonprofits face and the BSA is no different. Approximately 40% of their operating budget comes from dues, fundraising, corporate sponsors and annual popcorn sales. The other 6o% comes from endowments. In 2008, Boy Scouts of America had $226 million in endowment funds (Worth, 2014, p 351)”. “A healthy endowment is critical for providing a steady source of funding for a variety of purposes, including day-to-day operating expenses, hiring additional staff, and financing improvements to camp facilities. Endowment can also serve as a rainy-day fund to help a council weather tough economic times without having to cut back on services to youth (”. In wake of all this controversy BSA has lost not only corporate funding but individual funding as well.

“Non Profit management is unique because nonprofit organizations are different from businesses and governmental entities- often reliant on the support of donors and the work of volunteers, pursuing missions derived from values and principals about which there may be disagreement, and engendering a sense of ownership and a desire for influence among multiple constituencies both inside and outside the walls of the organization itself (Worth, 2014, p 6)”. It would appear that the Boys Scouts have a lot of work ahead of them to move from this social issue and back to doing what they do best, encouraging and training boys of today to be the leaders of tomorrow.



Boy Scouts of America, 2015.

Boy Scouts of America Membership Controversies. 2015

Worth, Michael J (2014).  Nonprofit Management: Principles and Practice 3rd ed.  Thousand Oaks, CA: Sage Publications


Volunteer Blog

Gray Hayes

October 24, 2015


Volunteer Blog


“Volunteering in America, a report published by the Corporation for National and Community Service, estimates that on average in 2011, more than 64.3 million Americans volunteering at least once providing over 8 billion hours of service (Worth, 2014)”. No matter your passion, if you have the desire to volunteer, there is something out there for you. My volunteer opportunities will focus on Second Harvest Food Bank, Habitat for Humanity and Nashville Children’s Theater.

Second Harvest Food Bank is one of the nation’s largest food banks. Their mission is too simply “feed hungry people and work to solve hunger issues in their community (”. Second Harvest Food Bank is located in Metro Center at 331 Great Circle Road in Nashville, Tennessee. I first became familiar with Second Harvest while researching volunteer opportunities that were accessible for my entire family to participate in. Second Harvest is always in need of volunteers who can help sort food. The hours for volunteering are also very family friendly (offering nights and weekend opportunities: Monday – Wednesday 5:30 pm– 8:00 pm, Tuesday and Thursday 8:30 am – 11:30 am Saturday 8:30 am – 11:30 am and 1:00 – 4:00 pm.). Food sorting volunteers do not need to attend a training session in order to volunteer. After a brief orientation, not only will you know more about the organization and their mission, you will also have all the tools you need to start working right away. Training may be required for specialized administrative or volunteer leader roles. Signing up to volunteer was a simple as going to the Second Harvest website, choosing a time and date to volunteer and clicking a button. You will be contracted via email within 24 hours with your confirmation.

Food sorting duties include sorting salvaged edible and non-edible food products and placing them in appropriate bins or boxes. Checking for signs of contamination, rodent or insect infestation, unknown spills on the product and/or rotten smells. Volunteers also pack backpacks for their Backpack program. There are no special requirements for this job, except that volunteers must be 12 years old or older unless accompanied by an adult.

This volunteer opportunity is a great way to give back to the community. “Second Harvest has a network of over 450 Partner Agencies working together to feed hungry men, women and children throughout our 46-county service area. Second Harvest collects, sorts and distributes food and personal care products to over 450 partner agencies throughout 46 Middle and West Tennessee counties (”. Their partner agencies include food pantries, soup kitchens, shelters, foster care facilities, senior centers, and group homes and youth enrichment programs. It is estimated that close to 1 million Tennesseans face hunger every day. Hunger impacts the lives of 1 in every 6 Americans. It is not just in your rural or low income areas, it is in big cities and suburban communities, hunger is everywhere.

By volunteering in the food distribution center, you are volunteering at the heart of the organization. Food is donated from various locations and it has to be sorted and stocked so that it can be sent out all over our community. What surprised me the most was learning that this unbelievably large warehouse of food would last less than three weeks if no new donations where provided. Also, the sheer number of backpacks given to children so they will not go hungry on weekends and over breaks. Second Harvest serves more than 5000 children a week! Through this volunteer opportunity I was able to glean insight to the daily operations of this very vital service.

I would recommend this opportunity to anyone looking to make a difference in their community. As we enter the holiday season, it is often a time to reflect on how much one has been given and a good opportunity to pay it forward.

Next volunteer opportunity is with Habitat for Humanity (Williamson- Maury). While I personally have never volunteered with this organization before, I have known people who have. “Seeking to put Gods love into action, Habitat for Humanity brings people together to build homes, communities, and hope (”. This is their mission and they accomplish this by working with low-income families and donors to build simple, decent homes and sell them with no profit and no interest.

There are many Habitat chapters throughout the United States. For this blog, I will be using the Williamson – Maury location. The Hammond House is the house that is currently under construction. It is located 1811 Wendy Blvd in Columbia, Tennessee. It is slated to be dedicated Oct 10, 2015. The Williamson –Maury chapter builds 10-12 new homes per year. The volunteer coordinator is Emma Couch and her contact information is readily available on their website.

Habitat for Humanity draws various types of volunteers, it may be the “spot volunteer who participates casually, usually on one occasion, to the episodic volunteer who may participate on multiple occasions or for brief periods of time ( Worth, 2014)”, i.e. a volunteer who works daily to complete one home. Habitat is able to build these houses due to the generosity of volunteers. It is through their love labor, these houses are able to be built at such a low cost. ‘The service of volunteers is of enormous economic importance to nonprofit organizations and to society. Independent sector estimates that each hour of volunteer time contributed to nonprofits in 2011 was worth $21.71; that is an average of what organizations would have needed to pay to obtain similar services from paid staff (Worth, 2014)”.

There are many different types of volunteer opportunities. If swinging a hammer is not your thing, there are opportunities to work in their Restore shop where you can unload merchandise, assist with donation pick up, aid with deconstruction projects, clean and prepare merchandise for sell, help maintain a clean store, or provided friendly customer service. There are also clerical or meal sponsorship opportunities.

While it is not required that you have construction experience, it is required that you be at least 16 years old and at least 18 to work with power tools. Tools are provided and you must wear close toed shoes and have a signed waiver.

I am not known around my house as a handyman, but I could easily see myself being able to successfully volunteer with this organization. “Those who continue to serve are those who find the nature of the work itself rewarding, and that volunteers value opportunities to learn new skills through their voluntary service (Worth, 2014)”.

My last volunteer opportunity is with the Nashville Children’s Theater. “Nashville Children’s Theater is a professional theater company providing the children, families and educators of Middle Tennessee with extraordinary shared theatrical experiences that inspire imagination, develop creativity and build community in partnership with our volunteer and donors”( Growing up in Franklin, one of my fondest memories from elementary school were our field trips the Children’s Theater. Now, my son is able to experience the same joy as he attends theses magical performances. The Children’s Theater entertains over 80,000 children, families and educators each year. Founded in 1931 by the Junior League of Nashville and it is one of the county’s oldest children’s theaters.  “Relationships undertaken primarily to advance the mission are more likely to be successful then those undertaken sole for financial reasons or as a response to pressures from funders (Worth, 2104)”. Clearly, NCT’s mission is to educate children and inspire creativity which they have been successful at for over 83 years.

I was unaware of all the volunteers it takes to run this timeless theater. Upcoming opportunities include assisting with Front – of -House duties for its upcoming performances of Charlotte’s Web (which runs through early December). Duties include scanning tickets, distributing programs, helping patrons find their seats, and assisting with children’s activities in the lobby. There a numerous times available for volunteering, from afternoons, evenings and weekends. There are no specials skills required, just a love of for children and creativity. Working in the theater gives one an up close look at the day to day operations and just how much it takes finically and creatively to make one of these astonishing tales come to life.

The three volunteer opportunities described above would offer wonderful experiences for anyone looking for a place to give back to the community. Volunteers are a tremendous resource for nonprofit organizations. Without volunteers nonprofits would not be able to carry out their missions and services that are vital to the communities in which we live.


Habitat for Humanity, (2015) Retrieved from

Nashville Children’s Theater, (2015) Retrieved from www.

Second Harvest Food Bank, (2015) Retrieved from

Worth, M.J. (2014). Nonprofit Management: Principles and Practice (3rd Ed.). Thousand Oaks, CA: SAGE Publications.

A look at PADM4226R52

My name is Frank Hayes, I go by Gray. I am a junior at MTSU where I am taking a course on Non-profit organizations. This semester we have been studying many interesting facets about non-profits. First we defined what a non- profit is and it how meets the legal requirements to be considered a non-profit, we studied the roles that people take in a nonprofit, such a board members or executive director and what responsibilities each undertake. We also read about the evolving history of nonprofits.

Next, we took close look at mission statements. Misson statements are a written declaration of an organizations core purpose and focus that normally remains unchanged over time. This is the reason for nonprofits existence, and the CEO should use it as a guide for every discussion. We had the opportunity to research and nonprofit of our choosing and take a closer look how the mission statement effects their overall day to day operations.

Finally, we looked at the role of management verses leadership. Management focuses more of the daily operations, such as policies, procedures, rules and process, while leadership is more about direction, purpose and vision. Leadership is built more on interpersonal relationships. Leaders focus on the bigger picture and have a vision of how to take the organization into the future.