Compilation of work from internships and

American Universitys School of

Communication Public Communication Classes

Public
Relations
Portfolio
GABRIELA
BENITEZ
Table of Contents


Pages 3 - 7 MXM Social Creative Strategy Internship
Diageo - The Wine Bar


Pages 8 - 9 Social Media Strategy & Tactics Class
Social Media Press Release


Pages 10 - 37 Public Relations Portfolio Class
Games For Good, Games For All


Pages 12 - 16 Research

Pages 17 - 22 Strategy & Plan

Pages 23 - 25 Press Release

Pages 26 - 27 Media Alert

Pages 28 - 29 Pitch Letter

Pages 30 - 32 Oped

Pages 33 - 38 Accomplishments & Evaluation







MXM SOCIAL
CREATIVE
STRATEGY
INTERN
DIAGEOS THE WINE BAR FACEBOOK PAGE
www.facebook.com/TheWineBar

Helping to design and create content for Diageos The Wine Bar Facebook Page was one of
the biggest tasks I was assigned during my time as an intern at MXM Social.

The page was created by Diageo in order to offer people a place on Facebook to share their
love and interest for wine. The goal was to create funny, likable and shareable content that
would engage the target audience of The Wine Bar, young working adults.


Red Wine & Cupcakes - July 18, 2012
Here To Sauv The Day - July 25, 2012
Waters For The Birds - July 18, 2012

Vote Wine 2012 - October 19, 2012
The Proper Use Of Cargo Shorts - October 25, 2012

The Days Natural Progression - October 22, 2012
Chicken Or Seafood? - October 22, 2012

SOCIAL MEDIA
STRATEGY &
TACTICS CLASS
SOCIAL MEDIA
PRESS RELEASE
SOCIAL MEDIA STRATEGY & TACTICS CLASS
Social Media Press Release Assignment

In the semester of Fall 2013 I took a class that focused on social media and how companies
can leverage the different forms offered. As one of our rst assignment we were asked to
create a mock social media press release on a topic of our choosing. I chose to focus on the
National Red Bull Flugtag.



PUBLIC
RELATIONS
PORTFOLIO
CLASS
GAMES FOR
GOOD, GAMES
FOR ALL
Public Relations Portfolio Class

Client: American University School of Communication Graduate Services Ofce

Public Relations Portfolio is the last class required to take in order to complete a Public
Communication degree at American University. The students are split up into groups and
assigned a client to work with through out the entirety of the semester. I am currently in this
class and I was assigned American Universitys School of Communication Graduate Ofce. I
have been assisting them with the promotion of an upcoming gaming event and Masters in
Game Design and Persuasive Play.

I created a logo, initial website, yers and palm cards for the event that have been distributed
around campus and other universities in the area.

The website that you will see below was created in the beginning stages but was not used
due to a change in the logo and general ascetics of the event.



This course implements the skills, techniques, and strategies learned in previous public
relations classes by giving students the opportunity to work with a real-world client. Specic
deliverables are met that may include social media campaigns, events, product launches,
public service announcements, websites, news releases, and media relations campaigns for
clients who may be nonprots, established organizations, and global entities.

Research
PR Portfolio
Gabriela Benitez
1/23/14

American Universitys SOC Grad Program - Initial Research

Many people wont pin me as a gamer when they rst meet me, which shows the
many misconceptions people have about gamers and the gaming industry. I was thrilled to
learn that the Gaming Collaboration Project would be and option as a PR Portfolio client. This
is a great opportunity to show people exactly how important the gaming industry is and how
crucial PR is in this growing industry.
I did a lot of research on the misconceptions people have when it comes to video
gaming. I found some interesting arguments. One article expressed concern and urged
people to look beyond stereotypes because they are missing out on opportunities in one of
the fastest growing and most social industries. People still think that gaming is still as simple
as playing pong or that everyone who loves video games are anti-social. It's also surprising
how news outlets like FOX news are still ignorant about how gaming culture has evolved
throughout the years.

It is my opinion that in order to properly promote a university gaming program it is
important to break through these stereotypes. You need show people the benets of
understanding and working in the gaming industry. Educating people on what gaming has to
offer will help interest grow.
When considering the event that will take place to introduce the program, I turned to
two specic events for inspiration. League of Legends and Nintendo are two great examples.
League of Legends is a multiplayer online battle arena video game developed and
published by Riot Games. According to a 2012 Forbes article, League of Legends was the
most played PC game in North America and Europe in terms of the number of hours played.
While our client isnt dealing with a specic video game release or anything of the sort, this
example is important because it is a good demonstration of what gamers like. They hold
world championships and stream it live so that anyone who has an internet connection can
view the tournament in high denition. When it comes to social media and having a strong
presence online, League of Legends hits the nail on the head. They offer various promotional
videos that will be great to refer to when making our own video.
I was able to attend the Nintendo Wii U Experience conference in 2012 before it was
released. This event was great because it targeted people who were interested in gaming
and invited them to learn more about their product. At the conference we learnt about the
console, the games, and how it worked. We were given the opportunity to rotate around
stations and play different games on the Wii U. Again, while I understand that our client is
based more on academia, these type of events are great when looking at how to gain interest
with perspective gamers, or in this case graduate students.




Here are the main points I took away from my research:
Expand knowledge on most successful gaming programs at top universities around the
country. This will help us know what works and what doesnt when it comes to
promoting an academic program.
Look to conferences and events held by gaming companies that could inspire make the
event more than expected.
Look to the largest gaming companies to gain inspiration on social media. It is crucial to
have a presence on all platforms, including YouTube, Vine, Instagram and Reddit.
Understand form the client if the standpoint of the program will be gaming is serious
and important or gaming is exciting, let us show you everything it has to offer.
Make sure that any content we create does not support the negative stereotypes that
turn people away from gaming.


Strategy
& Plan
AU Master's in Gaming Symposium
Gabriela Benitez
1.30.14

Mission and Target Audiences
American University is planing to announce a new Masters degree in Gaming in
Design within the School of Communications. While not all the information is available to the
public yet, American University wants to bring awareness and exposure to the program. There
are two separate parts to our project with the Masters program. The rst being the Gaming
Symposium that will be held on March 8th. The symposium will be directed by Professor
Lindsay Grace, the head of the gaming program, and there will also be three panelists and a
keynote speaker. In addition to the informational aspect the symposium will include time for
guests to create and present their own video games. The main focus of the symposium is to
focus on the topic of minorities in gaming. The entirety of the budget allotted to the
symposium is purposely to grow relationships with minorities.
The symposium will invite 25 college students from Historically Black Colleges and
Universities studying communication. In a few years they hope to expand their audience but
for now they will target students and recent graduates considering a degree in Gaming,
program directors of communication and new media studies at HBCUs and other universities.
The students will be invited directly by the university or they have to option to ll out an
application on the website we will be creating.
SWOT Analysis:
Strengths Gaming as a masters or even as an undergraduate
program has not been explored by many other
universities.

While there are some gaming programs offered and
there are several gaming events held annually, none of
them focus on the representation of minorities in
gaming. This is a very controversial topic that many
contributors in the gaming community are passionate
about.

The creation of the gaming program and the symposium
gives American University an edge. They are diving in
to a new, fresh idea that will gain attention quickly due
to the high level of interest in the gaming industry.
Weaknesses Not willing to release all the information on the
program yet to the public. It will be that much more
difficult to attract attention to the symposium.

Since the event is currently invite only AU will not be
able to gain attention through local advertising to the
general public.
Opportunities AU has the opportunity to improve the already great
reputation of SOC. Students will go to AU in order to
receive a masters in a program not offered anywhere
else yet.

Great opportunity for AU to grow relationships, not
only in the gaming industry, but with minorities.
Dedication to diversity will help the program stand out
that much more.
Threats George Mason University has already announced on
their website their plans to create a Gaming Program.
AU has yet to announce anything via press releases or
on their website.

Last minute communication with students could mean
they wont be able to attend due to prior commitments.
Website & Social Media:
Our client expressed that the most important form of marketing materials will be the
website to support the symposium. We have compiled a list of domain hosts and programs
that will help us get the website up and running. After we present the different templates and
budget reports to our clients they will decide which option to go with. On the website there
will be an option to live stream the panelists and concluding remarks, information on the
keynote speaker, the panelists and Professor Grace. In addition there will be general yet
important information on the event itself, tentative schedule, and online application to attend
the event.

Since AU wants to the event to be held annually we came up with a name that could
be used with a subtitle, Gaming for a Greater Good. Our client is considering this as an
option along with other option we will be sending to them on Friday January 31st.
We will use social media platforms such as Facebook, Twitter and Instagram to gain
attention for the event and the program. When it comes to the symposium we came up with
the hashtag #GGG2014 (Gaming for a Great Good 2014). We have also compiled some
samples for what the logo could look like:

Partnerships & Networking:
It would be extremely benecial to form a relationship with game developers, gaming
companies, university clubs, and bloggers/YouTubers in the gaming community. The gaming
community at American University is much bigger than you think, reaching out to students
with an interest will help spread the word. Whether that be personally or through any clubs
on campus that focus on gaming. Contacting someone from a company such as Bethesda
Software could help bring more content to the symposium. Not only would a company
partnership supply items for gift bags but they could provide useful professional information
to the students attending the event.
Although this will be a closed event, for the time being, it is important to have people
talking about it online. Reaching out to YouTubers and gaming bloggers can help spread the
word about what American University is doing. We must reach out to those who are
passionate about and focus on diversity and equality in the gaming world.
As of this moment our client is unsure whether they want to advertise publicly. Due to
it being a closed event they are hesitant about reaching out to the media or posting
informational yers outside of American University.
By the end of the week we will have a general informational kit with marketing
materials that we can present to Professor Grace, the keynote speaker and the panelists.

Press
Release







February 6, 2014 Contact
FOR IMMEDIATE RELEASE Stephanie Clark
Assistant Director of Graduate Services
AU School of Communication
clark@american.edu

THE AMERICAN UNIVERSITY, SCHOOL OF COMMUNICATION TO HOST FIRST ANNUAL
GAMING SUMMIT

SOC is now accepting applications from students in proximate HBCUs to attend the Games
For Food, Games For All Summit


WASHINGTON, D.C. The American University School of Communication will be holding the
Games For Good, Games For All Summit, March 8th from 10 AM to 6PM, in efforts to
continue exploring the gaming industry and in preparation for a Masters in Game Design
and Persuasive Play. The event will consist of a keynote address, informational panel
discussion and Q&A, and mini game-jam.
SOC is looking to invite students through application from local Historically Black Colleges
and Universities. The reasoning for this being that the conference will mainly focus on the
representation of minorities in games and the gaming industry. Additionally, ve students
from American University will be invited to attend. The application can be found at
www.PersuasivePlay.org
The summit will be hosted by American Universitys latest addition and game designer,
Lindsay Grace. There will be a keynote address by author, journalist and entrepreneur Damon
Brown. The panel will consist of Professor Shira Chess from University of Georgia and
Professor Boris Willis from George Mason University. In addition, employees from some of the
DMVs most prominent gaming companies, such as Mythic Games and ZeniMax, will be in
attendance to network with the students.
In relation to the event, Grace posed an important question, "It is the diversity of play that
makes for a rich and exciting world. How can we help the world of games look like the world
at large?

For more information regarding the Games For Good, Games For All Summit please visit our
website at www.PersuasivePlay.org or contact Stephanie Clark at clark@american.edu.
###
About The American University School of Communication
American Universitys School of Communication is a laboratory for professional education,
communication research and innovative production across the elds of journalism, lm and
media arts, and public communication. The schools academic programs emphasize
traditional skills and values while anticipating new technologies, new opportunities and new
audiences. With approximately 1,200 graduate and undergraduate students, the school is
large enough to provide a comprehensive, professional educational experience, yet intimate
enough to allow students, faculty, and alumni to interact one-on-one in the classroom, the
workplace and within unique mentoring relationships. For more information please visit
www.american.edu/soc


Media
Alert
FOR IMMEDIATE RELEASE: February 13th, 2014

ATTENTION GAMERS!!
AMERICAN UNIVERSITY WILL BE HOLDING THEIR FIRST ANNUAL GAMES FOR GOOD,
GAMES FOR ALL SUMMIT

The School of Communication presents the Games For Good, Games For All Summit in efforts
to continue exploring the gaming industry and in preparations for a Masters in Game Design
and Persuasive Play.

INVITATION BY APPLICATION

WHAT: American Universitys First Annual Games For Good, Games For All Summit. The
event will consist of a keynote address, informational panel discussion and Q&A, and mini
game-jam.

DATE: March 8th, 2014

TIME: 10:00 A.M. - 6:00 P.M.

WHERE: American University - McKinley Building
4400 Massachusetts Avenue NW
Washington, D.C. 20016

MORE INFO:
-
SOC if looking to invite students from local Historically Black Colleges and
Universities.
-
Summit will mainly focus on the topic of the representation of minorities in games and
the gaming industry
-
Hosted by American Universitys latest addition and gaming celebrity, Lindsay Grace.
-
Keynote address by author, journalist and entrepreneur Damon Brown. Panelists
include Professor Shira Chess from University of Georgia and Professor Boris Willis
from George Mason University.
-
Employees from prominent gaming companies, such as Mythic Games and ZeniMax,
will be there to network with attendees.

CONTACT: Stephanie Clark | (202) 885-1000 | clark@american.edu

Pitch
Letter
Pitch Letter
Gabriela Benitez
2/13/14


Dear Editor

I think your readers would appreciate our upcoming event, American Universitys Games For
Good, Games For All First Annual Summit, which will be held on March 8th from 10 PM to 6
PM.

The event was created by American Universitys The School of Communications (SOC) in
efforts to continue exploring the gaming industry and in preparation for a Masters in Game
Design and Persuasive Play. The day will consist of a keynote address, informational panel
discussion and Q&A, and mini game-jam.

SOC is looking to invite students through application from local Historically Black Colleges
and Universities. The reasoning for this being that the summit will mainly focus on the
controversial and unexplored topic of the representation of minorities in games and the
gaming industry. The application can be found at www.PersuasivePlay.org

The summit will be hosted by American Universitys latest addition and game designer,
Lindsay Grace. There will be a keynote address by author, journalist and entrepreneur Damon
Brown. The panel will consist of Professor Shira Chess from University of Georgia and
Professor Boris Willis from George Mason University. In addition, employees from some of the
DMVs most prominent gaming companies, such as Mythic Games and ZeniMax, will be in
attendance to network with the students.

I appreciate your time and consideration for our new and exciting gaming event. If youre
interested in learning more, please email Stephanie Clark at clark@american.edu or call at
123-4567-890.



Oped
Portfolio - Oped 2.20.14

No One Should Be Embarrassed To Declare Themselves A Gamer
It was just yesterday when I was having a conversation with my brother about video
games and social media. I exclaimed to him that his Facebook activity was extremely low. He
answered by telling me that he doesnt see the need to attach himself to Facebook or any
other social media outlet because his video games already keep in contact with the people
he cares about most. Now, this may sound silly to someone who is not a part of the gaming
community, but as a gamer myself I completely understood his point.
Video games are far beyond just a source of entertainment. Video games are a
community, they are a communication medium and they are a form or expression. It is
completely unjustied and ignorant to not realize how important the video gaming industry
has become. Today, games are making break throughs in graphics, design, sales and
communication. This industry is taking over and exceeding sales of TV and movies by not only
giving players cinematic-worthy graphics and story lines, but by letting them manipulate and
immerse themselves into a new world.
It is said that 58% of Americans play video games, this means that there is an average
of two gamers per game-playing US household. It is undeniable that the number of people in
the gaming community is an impressionable amount. We have seen numerous studies
concerned about the fact that young people dont like Facebook anymore, that older
generations dont like Twitter, etcetera, etcetera. The gaming world is a place where the ages
span from teenager to working adults. The average age of game players is 30, but when you
look at the age breakdowns it all evens out. Gamers under 18 years of age make up 32% of
the community, 32% are between the ages of 18 and 35, while 36% are 36 years of age or
older .
1
These numbers may or may not sway you into taking the gaming industry seriously, if
they absolutely do not mean anything to you I would encourage you to personally immerse
yourself into the gaming community. And if you think this isnt necessary then you probably
havent realized you may already be a part of this fast-growing and evolving world. You
dont need to play World of Warcraft or Call of Duty to be a gamer. Whether you realized it or
not, most of the cult games nowadays are all socially based, but video games nonetheless.
Words With Friends, QuizUp, Flappybird, these are all games that have kept you connected
with your social circle while keeping captured in a secondary world.
People need to stop thinking of video games as a waste of time, as childish, as
unnecessary, and most of all as dangerous to the mind and persona. This is an industry that
has already exploded with success and it will only continue to do so. As Public Relations and
Communication professionals this is not something that we can just bypass. If businesses do
not start looking at video games in a serious manner they will miss out on one of the most
impressive communication tools of our time.

Gabriela Benitez

http://www.theesa.com/facts/pdfs/esa_ef_2013.pdf
1

Accomplishments
& Evaluation
Public Relations Portfolio - Individual Midterm
Client: American University School of Communications Graduate Ofce (Masters in Game
Design and Persuasive Play)

Gabi Benitez
3/6/2014

I have thoroughly enjoyed working with the SOC Graduate Ofce on the Gaming For
Good, Gaming For All Summit and marketing materials for their new Masters in Game Design
and Persuasive Play. While we have all greatly contributed over the past couple of months I
will give you an overview of the work I have personally contributed. First of all, I was named
group leader along with Seth. This means that we are the main points of communication and
we attend a weekly meeting with our client each Monday afternoon at 4:15 PM. I make sure
that our client is constantly being communicated with and ensure that they have all the
materials and information they would possibly need, no matter what time or day.
Apart from being a group leader I have also done a great amount of work on their
website and graphics. I have been the main person in the group to take charge of any graphic
design works that needs to be done. The rst thing I did for them was come up with a
potential logo and website. Below you will see the initial name and logo which, as you will see
shortly, was later changed. The rst name that we had agreed on was Gaming For A Greater
Good, the following designs were based off that name and idea. I created four versions of the
logo which the client would decide on.
Based on this original logo I drafted a website using wix.com. The client had
expressed that they wanted to get a website up as soon as possible to gain attention and
establish a name. Below is the initial website I created.

After much discussion we all decided that we wanted to go a more simple route. We
changed the name of the summit to Games For Good, Games For All, a name I thought
captured the true essence of what SOC wanted to portray. Based off of this new information I
created the logo below, which is the one we ended up using.
Once we had an established name and logo it was time to get the website up and
running. They decided to create the website themselves whilst still using the content I had put
in the rst draft which was shown previously. The client then asked me to create yers and
palm-cards that they could distribute to the target schools they were contacting. Below is
what I came up with (yer on the left, palm-cards front/back on the right):
I was then in charge of getting the yers and palm-cards printed out and shipped to
each of the schools they wanted students to attend from. That involved working with Erin at
the UPS store since we had to print 150 yers and 330 notecards. With Erins help I was able
to get them printed, packaged and mailed off in one business day.
In addition to all of this I also worked on the social media. I didnt work on the content
but I created more graphics and ads to help improve the aesthetics and feel of our accounts.
Below you will see the logo with our hashtag, screenshots of the account home pages, and
the sample ads I created for the client.
The last thing I did for our client, besides continuously communicating with them, was
a packet each attendee would receive the day of the summit. The packet consisted of a
schedule, bios of the speakers, announcement of the Masters in Game Design and Persuasive
Play (written by Philip), and a sticker promoting the event. This is shown below.