Media Literacy in Action

The assignment is a comprehensive course on New Media Literacy, which covers five sections: Advertising vs Public Relations, Interview Questions, Crisis Communications, Press Release, and Course Reflection. The students are required to complete each section using provided templates and submit their work as a Word Document. The course aims to equip students with knowledge and skills to effectively utilize media for the growth of a company.

SEE3045 – New Media Literacy
Requirements:
 Assignment must be completed using provided template and be free of grammatical errors
 Save assignment as a Word Document
Section 1 – Advertising vs. Public Relations (4 Points)
Scenario: You are the CEO of a “Rush” a new energy drink company that is looking to penetrate the
saturated energy drink market. You need to build a campaign to create awareness for your brand.
Please provide two examples of advertising and two examples of public relations you will use in your
campaign to create awareness for your brand.
Provide Answer Below__________________________________________________________________
Two examples of advertising
1. Multimedia content could be an effective way for promotion of the brand, one can
prepare short YouTube videos for creating a buzz for the brand.
2. Regularly creating new content improves the SEO as well as increases the chances of
being found on web and this could possibly be done by blogging the content.
Two examples of public relations
1. Getting sponsors as well as making different people the partner of the brand you own can
be good for the business and builds a feeling of loyalty towards the business.
2. By way of organizing the events provide opportunity for the customer to know your
brand better since accurate information by way of promotion of new products or services
reaches the customers.

Section 2 – Interview Questions (4 Points)
Scenario: You are the host of “60 Minutes” and have an exclusive interview with Rihanna. Based on the
seven types of interview questions discussed in class, create seven interview questions (one of each
type) and identify the type of question. For instance, “Rihanna, what current projects are you working
on?” – Open-ended Question
Provide Answer Below__________________________________________________________________
1) How divergent are your two albums? – Open-ended Question
2) Which celebrity influences you the most? – Open-ended Question
3) Where do you define yourself in competition with other people in league? – Open-ended
Question
4) What are the strengths and weaknesses you have come to know about yourself after being
a reputed celebrity? – Open-ended Question
5) If you were not a celeb, then what would you aspire to be? – Open-ended Question
6) How was your collaboration with Shakira? – Open-ended Question
7) One of your talents which is hidden from the world? – Open-ended Question

Section 3 – Crisis Communications (5 Points)
Scenario: You are the owner “Rome” a hot nightclub in New York City. Late last night, “Holly” was
celebrating her 21st birthday at Rome. Unfortunately this milestone event turned tragic. Holly was
found dead the next morning in her bed due to alcohol poisoning. Your establishment was the last
venue she was served at and Holly’s parents want answers and even worse a lawsuit is inevitable. As
the owner and spokesperson of Rome, you need to get out ahead of this and make a statement to the
press. In no more than two paragraphs, determine if this was a “sudden” or “smoldering” crisis and
provide your justification. Then create a statement to the press and identify three steps you will take
to address the risks and with the hopes of protecting your public image.
Provide Answer Below__________________________________________________________________
The death of Holly on her 21st birthday was a sudden event which was caused by the intake of
alcohol in large quantities in a short span of time or in other words by way of alcohol poisoning.
It was obviously a sudden event which could not be controlled by anyone. Taking large
quantities of alcohol in such a critical age could have obviously led to such disasters. Holly
would have choked on her vomit itself.
Drinking Binge is the major cause of alcohol poisoning in the States. The binge drinking is prima
facie associated with mostly college going students and could be in part due to the changes in
body chemistry as per the age, as well as the number of prescriptions that interact with alcohol
could also lead to such disasters.

Section 4 – Press Release (6 Points)
Scenario: You are an entrepreneur who is opening up a new sports bar in downtown Providence. Using
the 8 Key Points, write a press release announcing this exciting new development. Feel free to make up
information as necessary (including name of establishment)!
Provide Answer Below__________________________________________________________________
MISHA CELEBRATES THE OPENING OF THE NEW SPORTS BAR IN TOWN
Downtown Province (October 11, 2016) – Misha is delighted to announce for the opening up of
her first sport bar, FYTBOXX at the Iconic plaza in Downtown Province. The 500 square feet
sports bar will start running from November 1, 2016. The new store follows a family oriented
gathering place and features all American cuisines served by a friendly staff in a fun
environment.
“We have three rooms with dozens of televisions featuring the favorite sporting events from
around the globe. We have also catered to the large groups who could cheer for their favorite
team and are even home to the local Green Bay Packer fan club known as the Packer Backers
and the local Penn State fan club.”
We even have a game room with popular arcade games and a pool table for kids. The Fytboxx
sports bar is totally a new concept and an amazing place to fun with your family.

Section 5 – Course Reflection (1 Point)
In one paragraph or less, please explain what you learned in the course. Please be sure to include the
following: What did you like or dislike about the course? Any suggestions for improvement?
Provide Answer Below__________________________________________________________________
I have learned various aspects during the course such as importance of advertisement, public
relations, types of interview questions, crisis communication, press release, and others. The
course helps to increase the knowledge related to media literacy that enable to develop the skills
of utilizing media in order to grow the profitability of the company. I like various topics in the
course such as advertisement vs. public relations.