Nicholas C.

Smith
6/25/15
COMM386
Reflection Journal #1

Time Frame: May 29 June 25

Hours for week one (May 29): 5
Hours for week two (June 1- June 5): 19
Hours for week three (June 8 June 12): 19
Hours for week four (June 15 June 19): 19
Hours for week five (June 22 June 26): 19
Total Hours: 81

I have only been at Maroon PR for about a month, and I can honestly say that I have
already learned so much about the public relations field. My supervisors have me doing a variety
of different work, such as media monitoring, drafting email pitches, writing press releases,
finding news clips for clients, drafting media lists, drafting monthly reports of impressions and
publicity for clients, and securing news placement for clients. I did not think this type of
internship would be so hands on, but they continue to place enough trust in me and give me
projects that a real employee and public relations professional would do.
For example, I wrote an email pitch on behalf of The Grand Hotel (formerly known as
The Grand Historic Venue) in downtown Baltimore to the local news stations, which included
Fox 45, WBAL, WMAR and WJZ informing them of the grand reopening and the hiring of a
new chef, Jason Drysdale. I pitched the idea of having brief news segment with Drysdale so he
could speak about his background, what he is most excited for about his new position and what
people can expect from the reopening of The Grand. My pitch secured him for a news segment
on Fox 45. Through this task, I learned how to make a simple, to-the-point pitch but get across
all of the necessary information to make the news station want to make a story out of it.
In addition, I was also given the task of writing a press release on the behalf of The Casey
Cares Foundation, which is a Baltimore-based organization that aims to enhance the lives of
critically ill children and their families. The first press release detailed the foundations call for
summer activities. I wrote the release from an angle that a typical childs summer is usually

spent doing fun activities, such as swimming and sports, but for a critically ill child, these
activities are usually replaced with treatments and tests. The Casey Cares Foundation wanted to
provide these children with something to do when they do have free time, so I was tasked with
writing a press release asking people to donate tickets to amusement parks and provide gift cards
to restaurants, etc. Using the Cision database, I then sent out the press release to reporters and
news outlets in the area so they could share it with their audience. Not only did this assignment
teach me how to be concise yet thorough with writing a press release, it also taught me how to
use a prominent database in the field of public relations, one that will surely make me stand out
in a group of job candidates.
The duties I have performed at my internship have primarily focused on getting clients
coverage in the media, which implies that the media plays such a large role in the success of
these clients. Using the Agenda Setting Theory, this can all be understood. Agenda Setting
Theory deals with the idea that the media influences what people think about, which can vary
depending on how much media coverage a topic receives. Therefore, based on this theory, we
should strive to get every one of our clients as much news coverage as possible. Even though the
Agenda Setting Theory primarily deals with major issues such as political issues or social issues,
it still stresses the importance of the media. If people consistently see our clients getting news
coverage, our clients will always be on the publics agenda, which in turn will provide our clients
with more business and more attention. All of the experience I have gained pitching the media
will inevitably help me later in life when I am tasked with providing the media with important
issues or others things that I am trying to get coverage for.
The great thing about working for Maroon PR is that they have used every single
document that I have written, such as email pitches, news releases and media alerts. In this sense,

I have directly contributed to the company professionally by marketing clients and getting them
news coverage. Everything that I have learned in the classroom, I have applied to real life and
real clients through this internship, and I am continuing to build on these skills at Maroon.
Though, writing for the real world and for real life clients has provided me with an entirely new
experience, and it has drastically improved my confidence in my ability to do the tasks that I will
be assigned later in the professional world. These documents that I am writing is definitely
expanding my writing portfolio, which will increase my marketability to other companies in the
future. In addition, as I have previously stated, I have had the opportunity to use professional
databases, such as Cision and PRtrak, both of which are crucial in the field of public relations to
contact key people in the field and draft PR documents, such as news releases and publicity
sheets. Not only will this increase my marketability to other companies, but provide me with
necessary skills to perform my job and my duties to my fullest potential.
Every time I walk into Maroon, I am very confident in my ability to perform any task that
they assign to me, yet I am also confident that every time I walk into Maroon I will learn
something new, and this is why I very much enjoy my internship there. There is no better feeling
than knowing that my supervisors can put their trust in me and I have enough confidence in
myself to perform the duties I am assigned. I hope that I can continue to perform at such a high
level and continue to build upon everything I have learned while learning new skills that will be
useful later in life, which was originally one of my main goals coming into the internship. I have
been responsible for writing press releases, media alerts and email pitches for clients, but I would
like to take this even further. I hope to have more direct contact with clients and take more a key
role in setting up partnerships, planning events and contribute as much as I can to these
organizations. I look forward to everything I will gain as I continue to work with Maroon.

Week Two Sample: Casey Cares Press Release

Description: This is a press release I wrote for The Casey Cares Foundation. As I explained
above, I needed to convey a certain message for the public, a message that stressed that summers
for a typical child is much different than that of a critically ill child. This press release was
written in order to urge the public to donate fun activities to the children involved with The
Casey Cares Foundation so they can have something to when they have enough time and energy,
which can help these children take their minds off their daily struggles.

For Immediate Release

June 4, 2015

THE CASEY CARES FOUNDATION CALL FOR SUMMER ACTIVITIES

The Casey Cares Foundation calls for summer activity donations to provide uplifting and fun
activities to critically ill children and their families
Baltimore, MD In preparation for the summer months, The Casey Cares Foundation is calling for
summer activity donations to help provide critically ill children and their families with fun-filled activities
that can help make their summers more enjoyable.
Summertime for critically ill children is much different than that of a typical child. Activities such as
swimming and sports are often replaced with daily tests and treatments, which limits the amount of
energy and free time these children have. Donations will help provide these children and their families
with fun activities they can do when they do have free time and energy.
The Casey Cares Foundation is in need of the following this summer:

Amusement Park Tickets: Hershey Park, Six Flags, Dorney Park, Busch Gardens Williamsburg,
Kings Dominion, Dutch Wonderland
Hotels for Celebration Vacations: 2 night hotel stays in Baltimore, Philadelphia, New York City
Great Wolf Lodge in the Poconos and Williamsburg, Washington DC, Atlantic City, Wildwood,
Chincoteague
Restaurant Gift Cards: Applebees, Cracker Barrel, Dominos, Papa Johns, Pizza Hut, Dunkin
Donuts, Chick-Fil-A, Panera, McDonalds
Movie Gift Cards: AMC, Regal, Fandango, Red Box
Area Attractions: National Aquarium in Baltimore, Port Discovery, MD Science Center, Maryland
Zoo, Spy Museum, Adventure Aquarium in Camden New Jersey, Philadelphia Zoo, Please Touch
Museum in Philadelphia

If you are able to donate, please contact (insert name) or visit www.CaseyCaresFoundation.org.
About the Casey Cares Foundation:
The Casey Cares Foundation is a 501(3) non-profit that provides personalized, ongoing, uplifting
programs with a special touch to critically ill children and family members throughout six states. Programs
include: Family Festivities, Celebration Vacations, Birthday Blasts, Kamis Jammies, Caring Connection
group parties and Better Together. For more information, visit: www.CaseyCaresFoundation.org.

Week Three Sample: Casey Cares Press Release

Description: This press release was also written for The Casey Cares Foundation, and its purpose
was to inform the general public about a recent donation that the foundation had received from
an urgent care unit, KinderMender. KinderMender gave The Casey Cares Foundation $1,000
after receiving its 100,000 patient, so it donated 100,000 pennies to the kids favorite
organization, The Casey Cares Foundation.
For Immediate Release

June 12, 2015

CASEY CARES FOUNDATION RECEIVES $1,000 DONATION FROM KIDFRIENDLY URGENT CARE UNIT KINDERMENDER
KinderMender donates 100,000 pennies to help provide uplifting programs to
critically ill children and their families
Baltimore, MD In honor of receiving its 100,000th patient visit on June 4, KinderMender announced its
donation of $1,000 to the Casey Cares Foundation. The pediatric urgent care unit is donating 100,000
pennies, one representing each child, to the childrens favorite charity, the Casey Cares Foundation.
We wanted a creative way to share our success with Casey Cares, and we thought, what better way than
to donate 100,000 pennies? said Dr. Keyvan Rafei, founder and medical director at KinderMender.
We hope our donation helps make a positive impact on all of the families that the Casey Cares Foundation
serves.
Donations to the Casey Cares Foundation will continue throughout the year, as patients contribute their
loose change to penny jars located at each of the three KinderMender locations, Glen Burnie, Columbia
and Laurel.
About the Casey Cares Foundation:
The Casey Cares Foundation is a 501(c)(3) non-profit that provides personalized, ongoing, uplifting
programs with a special touch to critically ill children and family members throughout six states. Programs
include: Family Festivities, Celebration Vacations, Birthday Blasts, Kamis Jammies, Caring Connection
group parties and Better Together. For more information, visit: www.CaseyCaresFoundation.org.
About KinderMender:
KinderMender is a full-service, walk-in pediatric urgent and primary care provider with locations in
Columbia, Glen Burnie, and Laurel, Maryland. Each location accepts most insurance providers and has
pediatricians, antibiotics, and vaccinations available on-site. Founded by Dr. Keyvan Rafei in 2011,
KinderMender is renowned for its timely, friendly approach to patient care. For more information, visit
www.kindermender.com.
MEDIA CONTACT:

Shannon Stern
Maroon PR
443.864.4246
Shannon@MaroonPR.com

Week Four Samples: Famous Daves Email Pitches

Description: These are two email pitches that I sent off to news stations. Before writing the
pitches, I was tasked with researching national food holidays that could be used in the pitches,
which would entice the news stations to bring on Famous Daves for a brief news segment where
they could cook up some of their food. The first pitch mentions National Sandwich Month,
which is the month of August. I am pitching the new station to have Maryland Operations
Supervisor Jim Lenchner at the station to make some of Famous Daves sandwiches. The second
email pitch mentions National Potato Day, which is on August 19. Again, I am pitching the news
stations to allow Jim Lenchner at their station to whip up some of Famous Daves potato dishes.
Hello,
Hope all is well. As you may know, the month of August is National Sandwich Month, and what
is a better way bring in the holiday month than having Famous Daves, the king of BBQ, at
(insert station) to feature some of its signature smoky BBQ sandwiches.
Maryland Operations Supervisor Jim Lenchner could whip up Famous Daves award-winning
Georgia Chopped Pork Sandwich, or its zesty Barbecue Pulled Chicken Sandwich, or maybe
even its smoky Texas Beef Brisket Sandwich.
Let me know your thoughts, and if you have any questions, please feel free to contact me.
###
Hello,
Hope all is well. Do you by chance have any openings on August 19?
In honor of National Potato Day, it is only right that we bring in the holiday the right way, and
what is a better way to do this than having Maryland Operations Supervisor Jim Lenchner at
(insert station) to feature some of Famous Daves mouthwatering stuffed potato dishes and its
creamy bacon baked potato soup.
Let me know your thoughts, and if you have any questions, please feel free to contact me.
###

Week Five Sample: Oregon Grille Pitches

Description: Just like for Famous Daves, I also had to research potential food holidays that
could relate to The Oregon Grille in downtown Baltimore, which is a high-end restaurant that
specializes in grilled food. The two holidays I found were National Grilling Month (July) and
National Oyster Day (August 5). After finding these holidays, I pitched the news stations in an
attempt to get The Oregon Grille chef to cook up their food to entice viewers to visit the
restaurant.
Hello,
Hope all is well. As you may know, July is National Grilling Month, and we would love for
(insert station) to have (insert chef name) from The Oregon Grille to put together some the
restaurants finest dishes to bring in the holiday month the right way.
(Insert chef name) could put together a plethora of dishes featuring juicy steaks, roasted
vegetables, and grilled fish and salmon.
Let me know your thoughts, and if you have any questions, please feel free to contact me.
###
Hello,
Hope all is well. Do you by chance have any openings on August 5?
In honor of National Oyster Day, we would love for (insert station) to have (insert chef name)
from The Oregon Grille on for a segment to whip up some of its famed pan-fried, grilled and
chilled oyster dishes to bring in the holiday the right way.
Let me know your thoughts, and if you have any questions, please feel free to contact me.
###