FOOD For Lane County Memo

The following is a memo assignment for my final public relations course:

April 23, 2012

To: FOOD For Lane County

From: Shannon Brophy

Re: FOOD for Lane County Client Meeting

FOOD for Lane County (FFLC) is a nonprofit organization that strives to eliminate hunger in Lane County by creating a greater access to food. FFLC is dedicated to alleviating hunger. FOOD for Lane County excels regarding volunteer and donor support.

However, FFLC needs to increase their outreach within the Hispanic community. Currently, 6 percent of those receiving assistance from FFLC are Hispanic. Raising the percentage of Hispanic assistance in Lane County is crucial. Food is a basic right for everyone – regardless of race, religion, gender or language.

• According to the 2010 Census, 7.4 percent of the Lane County population is Hispanic

• Lane County unemployment rose 8 percent over 2008, reaching 14 percent in May 2009

• 1 in 5 households in Lane County experience food insecurity

• 1 in 3 people in Lane County is eligible for emergency food

Reaching out to the Hispanic population will prove extremely beneficial in ending hunger throughout Lane County. Making social media sources Hispanic friendly will help inform the Latino community. “Hispanics tend to be high information seekers and go to trusted interpersonal and official sources in Spanish and English,” (Ford, 6). Posting tweets and Facebook posts in both Spanish and English would increase knowledge regarding FOOD for Lane County programs.

Furthermore, creating YouTube videos in Spanish would help promote the many FOOD for Lane County programs. If possible, finding a member of the Latino community in Lane County to be the face of the videos would humanize FFLC. Additionally, the YouTube videos would familiarize FFLC programs within the Hispanic community. As a result, the percentage of Hispanics benefiting from FFLC would increase.

According to John Elasser: “Yet money spent of the Hispanic market often generates better in-market results than those comparative dollars in the mainstream market. The companies that give the market proper attention are seeing huge ROI, not only from public relations but in overall response from Hispanic consumers.”

By creating a Facebook and Twitter account in Spanish, search engine optimization would be largely impacted. Becoming accessible to Spanish speakers will help raise awareness about FFLC programs.

Recommendations:

• Create a Spanish twitter account and Facebook page

• Blog posts informing the Spanish community about FFLC programs

Thank you for your time. I look forward to hearing from you,

Shannon I. Brophy

#dontdoublemyrate

According to CNN Politics, it appears President Barack Obama has hopped aboard the social media train. Sporting his new hashtag, #dontdoublemyrate, Obama is attempting to prevent student loan interest rates from doubling at the end of June.

"He told the students that if Congress didn't act by July 1st, interest rates on federal student loans will double and would end up costing the average student an additional $1000."

This article and the actions taken by President Obama accurately portray the importance of a strong social media presence. Using a hashtag is a brilliant way to get your message across. It is simple, yet highly effective. Additionally, most students have a Twitter account (and loans). Hundreds of people, organizations, groups, politicians and celebrities have used Obama's hashtag to show their support.

"Tell Congress that keeping college affordable matters to you: Use the hashtag #DontDoubleMyRate on Twitter."

Obesity, Blood Pressure & Compromises

Despite the obvious connection between obesity and high blood pressure, researchers found that regardless of the rise in childhood obesity, children's blood pressure has dipped. In a Fox News article, government studies are now suggesting high blood pressure is not a direct result of obesity.

Among nearly 11,500 children and teens assessed over those 20 years, the rate of obesity rose from 6 percent to 17 percent. But their blood pressure, on average, remained fairly stable. And far fewer children than expected actually had high blood pressure by 1993: about 4 percent of boys and 6 percent of girls.

This is a small victory in the battle against obesity. Unfortunately, the greatest danger for overweight children is that they will most likely become obese adults. The cure to obesity is said to be simple. Eat healthy and exercise. However, for many individuals, this is an up-hill battle. Despite being a health and nutrition advocate, I am equally guilty of skipping the gym and picking the less-healthy option. However, one must remember that healthy is not a diet. Rather, living clean, healthy and active is a way of life.

 Recently, I read an excellent novel - Mindless Eating. The author, Brian Wansink, explains that in life, we must make compromises. This is true to almost anything if life. Let's put this into a realistic example: If you are on a budget, instead of going out to dinner and a movie, you may choose to eat at a restaurant and watch a program on TV.

 Now, relate this to health and nutrition. If you are going to a friend's birthday party and are most likely going to indulge, put in an extra hour or two at the gym. This is a completely reasonable way to compromise. But if it is a stressful week and you are unable to exercise, then make food compromises. Have one piece of cake instead of two. Instead of a second glass of wine, switch to water. When appetizers are involved, fill your plate with fruit and vegetables.

 Additionally, give your kitchen a healthy makeover. As suggested in an article on Fox News, make some simple, easy switches.

I personally love ice cream - chocolate peanut butter is my guilty pleasure. But did you know that Dreyer's makes an exceptional light ice cream? Their Triple Cookie Fudge Sundae is heaven. In half a cup there is only 110 calories and 2.5 grams of fat.

So there you have it - Simple compromises.

Dressing For The Job

So, you've submitted your resume, received a follow-up email, and now have an interview scheduled. Congratulations!

Now, how do you present yourself in a way that tells employers you are a professional?

After my time in the University of Oregon School of Journalism and Communication, I fully understand the importance of presenting yourself as a confident, organized professional.

University of Oregon Professor Kevin Brett provided the following feedback on what it means to dress "business formal"

1. Look clean, organized, and put-together

2. Men - Wear a suite, tie and hard shoes

3. Women - Pants or skirt, respectable heels or flats, a blouse and a blazer - No cleavage, please

I found some wonderful business formal apparal at White House Black Market - They are currently having a sale.

Here is an extra link to help you decide what is appropriate during an interview and in the work place.

Social Media & Professionalism

We've all heard it before - The Internet does not forget.

But why do we fail to learn from our mistakes? In the moment, posting pictures while at the bars may seem like a great idea. However, what message does this send to employers? When in doubt ask yourself - what if my grandmother/grandfather/mother/father/professor saw this? If you think they wouldn't mind, then post away! But if you are having second thoughts, you may want to reconsider.

There is a time and a place for all social media.

LinkedIn - The most professional source of social media. LinkedIn is a great way to connect with employers and employees. Don't forget to update your resume and keep it current.

Twitter - A quick and effective way to get out information, news, ect. However, if you're Anthony Weiner you know this all too well. Not only did Weiner shatter his professional image, but I doubt he will ever be able to rebuild his career. I'm guessing Weiner did not ask himself - what if my mother saw this?

Here are two wonderful articles pertaining to social media & professionalism:

Online Professionalism and the Mirror of Social Media

Professionalism and Social Media

LinkedIn Hacked - 60% of Passwords Breached

Damage Control

What does a social media company do when the site's security has been compromised?

LinkedIn and eHarmony are now dealing with the aftermath of a recent hacking. This morning, the first hit on Google when searching for LinkedIn was the countless news article pertaining to the security incident. However within one hour, the top hit for LinkedIn was no longer the breaking news, but rather the site's webpage. The PR team at LinkedIn are having a seriously stressful morning as they attempt to diffuse the situation.

How safe are social media sites?

If hackers have now obtained access to approximately 160 million passwords, what should LinkedIn users do? Apparently LinkedIn has acknowledged the security breach and emailed all users who have been affected by the hacking incident. Good work, LinkedIn.

The best thing a company can do in this situation is to tell the truth, tell it all and tell it first.

Public-Health Crisis & Our Children

It is common knowledge that childhood obesity has swept the United States. First Lady, Michelle Obama has made it a personal mission to help put a stop to this epidemic. Her recent campaign, Let's Move! has made a large impact across the nation. By providing families with crucial nutritional information, and promoting physical activity, the campaign hopes to raise a healthier generation of kids.

But what impact does obesity have upon the children? To sum it up, the article Childhood obesity: public-health crisis, common sense cure provides a great visual to properly see the potential health issues associated with obese children.

Psychosocial - Poor self-esteem and depression eating disorders Pulmonary - 24 Sleep apnea and asthma exercise intolerance Gastrointestinal – Gallstones and steatohepatitis Renal - Glomerulosclerosis Musculoskeletal – Slipped capital femoral epiphysis, Blount’s disease, forearm fracture and flat feet Neurological - Pseudotumor cerebri Cardiovascular – Dyslipidaemia, hypertension, coagulopathy, chronic inflammation and endothelial dysfunction

Now, what as a society can we do to help the children? The Centers for Disease Control and Prevention strive to inform the public that maintaining a healthy weight is not a diet but rather a lifestyle. Some suggestion made in the article Tips for Parents – Ideas to Help Children Maintain a Healthy Weight are the following:

Provide plenty of vegetables, fruits, and whole-grain products. Include low-fat or non-fat milk or dairy products. Choose lean meats, poultry, fish, lentils, and beans for protein. Serve reasonably-sized portions. Encourage your family to drink lots of water. Limit sugar-sweetened beverages. Limit consumption of sugar and saturated fat.

Childhood obesity: public-health crisis, common sense cure Cara B Ebbeling PhD,Dorota B Pawlak PhD,Dr David S Ludwig MD The Lancet - 10 August 2002 ( Vol. 360, Issue 9331, Pages 473-482 ) DOI: 10.1016/S0140-6736(02)09678-2