Public Relations

Writing Portfolio
Aaron Murdock

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PR Writing Portfolio
Table of Contents
Key Messages 3

Executive Bio 4

Spokesperson Quotes 5

News Release 6

Invitation 8

Organizational Backgrounder 9

Media Pitch & Media List 10

Report 13

Script 16

Cover Letter 21

Resume 22

Note: All writing examples included in this portfolio were submitted in partial fulfillment for
UVU Communication 3530, PR Writing course.

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PR Writing Portfolio
Key Messages

Digital Marketing is a newer field of study, and UVU has been a part of it since the
beginning; we invite you to be part of it, too.
• We were one of the first 30 universities to offer a 4-year degree in Digital Marketing.
• From its introduction just over 2 years ago to today, the UVU Digital Marketing major
has grown to over 2,000 students.
• There are 10 key upper division courses in the Digital Marketing major at UVU.

To meet the demands of an increasingly connected world, UVU engages future marketers
to seek out the most up-to-date tools and knowledge.
• Top industry tools such as Google Ads, Google Analytics, and Hootsuite are taught by
professors at UVU so their students will learn to analyze data and manage resources.
• Our Digital Marketing professors are also professionals in the field, giving UVU students
an edge in a blossoming field.
• Curriculum stays up-to-date with the latest certifications, tools, and insights into digital
marketing, ensuring students stay current on their knowledge.

Gaining an understanding from UVU of how businesses market to specific audiences in the
modern world allows you as a student to not only know how to craft such messages, but
also act to them.
• Our projects give students the opportunity to follow a customer’s journey through their
online experience and analyze their hits, pageviews, and events, which process is an asset
to any company in the age of the internet.
• Here, students learn how to access and analyze such data, so they can be an asset to their
future employers.
• Our courses are structure to teach students that a professional digital marketer requires
action and proactivity, not just reaction.

Aaron Murdock

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PR Writing Portfolio
Executive Bio

David George Przybyla

Marketing Professor at Utah Valley
University
As a marketing professor at Utah Valley
University, David Przybyla instructs students
on up-to-date marketing principles and
prepares them to meet the needs of modern,
fast-paced businesses. He engages his students
in the classroom through personal experience
as an entrepreneur, corporate trainer, and
business analyst.
Along with teaching, David serves on the
MBA Advisory Council at Colorado State University. Prior to UVU, he served on the Advisory
Board at Steven’s Henager College from 2008 to 2012. He worked for Clyde Companies, Inc.
from 2012 to 2016, directing a team of professional marketers in charge of advertising, media,
donations, sponsorships, SEO, and mobile development. David currently owns Perpetual
Technology Group, a company that administrates language placement exams, and has owned it for
12 years.
David graduated from Colorado State University with an MBA in 2014, and from Brigham Young
University with a Bachelor of Science in Information Technology in 2006. He is Google Ads
certified and a Provo-Tech X graduate.

Aaron Murdock

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PR Writing Portfolio
Spokesperson Quotes

Spokespersons Quotes
Todd Howard, executive producer for Bethesda Game Studios.
“The release of ‘Fallout 76’ this November signals a shift away from our traditional gameplay
style with online games,” said Todd Howard, Executive Producer for Bethesda Game Studios.
“It, along with ‘The Elder Scrolls: Blades’, are bold moves into the mobile gaming sphere, and
we expect the impact of these games to last for decades to come.”

Roy Cooper III, Governor of North Carolina.

“The people of the great state of North Carolina have suffered greatly from the recent hurricane,
and we are grateful for aid that has been sent our way from organizations around the country,”
said Roy Cooper, Governor of North Carolina. “We have a lot of rebuilding ahead of us, but we
will rise from devastation with the continued support of so many.”

Reginald Fils-Aimé, Chief Operations Officer of Nintendo of America.

“Nintendo is excited to announce the upcoming release of the Nintendo 64 Classic console,”
announced Reginald Fils-Aimé, Chief Operations Officer of Nintendo of America, on Tuesday.
“This console will come pre-loaded with twenty games, including classics like ‘The Legend of
Zelda: Ocarina of Time’ and ‘Super Mario 64’, and we will release it just in time for the holidays
later this year.”

Zenia Mucha, Senior VP and Chief Communication Officer of The Walt Disney Company.
“Stockholders of both 21st Century Fox and The Walt Disney Company have approved the
proposed merger agreement between the companies relative to Disney’s acquisition of 21CF,”
announced Zenia Mucha, Senior Vice President and Chief Communication Officer of The Walt
Disney Company. “The incoming talent from 21st Century Fox will assist us in our goal of
bringing quality entertainment and content to people everywhere.”

Aaron Murdock

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PR Writing Portfolio
News Release

NEWS RELEASE FOR IMMEDIATE RELEASE

Chrysler Brand Supports Smarter, Stronger, Kinder and Safer Kids

Sesame Street Joins with Chrysler to Launch Online Video Initiative Informing Parents
and Children of Pacifica’s Safety Features

AURBURN HILLS, Mich., September 9, 2018 – Chrysler Group LLC announced its
sponsorship and support of Sesame Street and the launch of their joint digital campaign centered
on family safety features in the new Chrysler Pacifica.

“Sesame Street focuses on families and teaching kids how to be smarter, stronger, and kinder,”
said Olivier François, Chief Marketing Officer for Fiat Chrysler Automobiles. “We saw their
worldwide efforts and how it matched our own concern for families. The new 2018 Chrysler
Pacifica minivan demonstrates our concern for safety with its 115 security features. This
sponsorship not only presents these features to parents and children, but also supports the
nonprofit mission of Sesame Workshop.”

Chrysler and Sesame Street have worked together to create a multimedia campaign showcasing
the safety features of the Chrysler Pacifica and Pacifica Hybrid which will launch across
Chrysler’s social media channels, including YouTube, Facebook, and Twitter. Chrysler has also
pledged sponsorship of Sesame Street, supporting its mission to help kids grow smarter, stronger,
and kinder. These videos will feature favorite characters like Elmo, Big Bird, and Cookie
Monster playing a new game hosted by Guy Smiley called “Listen, Drive, Surprise!”

The new Chrysler Pacifica has more than 100 safety features to help keep families safe, as well
as the new Uconnect Theater rear seat entertainment system. It’s high level of versatility,
functionality, and security have made it the most awarded minivan of 2016 and 2017.

Specifications and features also include:

• 9-speeds FWD Automatic Transmission

• 19-gallon fuel tank
• EPA estimated MPG of 18 city/28 highway
• Keyless Go™
• ParkView® Rear Back Up Camera
• 60,000 miles Powertrain warranty
• Uconnect® 4 with 7-Inch Display
-more-
Pacifica Photos available at https://www.chrysler.com/pacifica/gallery.html

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PR Writing Portfolio
News Release

Chrysler Resources

• Chrysler Partnerships: https://www.chrysler.com/this-is-chrysler.html

• Sesame Street Coproduced Ads:
https://www.youtube.com/watch?v=q8mUditNkeo&list=PLVCNuSyxRxggKTyPsBR1Y
zhD52X6nXofC
• Official Facebook: https://www.facebook.com/Chrysler
• Official Twitter: https://twitter.com/Chrysler
• Heritage: https://www.chrysler.com/this-is-chrysler.html#heritage

###

About Sesame Workshop

Sesame Workshop is a nonprofit that seeks to help kids grow smarter, stronger, and kinder
through sophisticated curriculum and media. They rely on partnerships and sponsorships with
individuals, corporations, foundations, and governments to achieve the nonprofit’s outreach
goals across more than 150 countries. The first television episode of Sesame Street aired in
1969and has been a leader in children’s educational media since then.

About Chrysler

In the 1920’s, Walter P. Chrysler teamed up with three former Studebaker engineers to design a
new car. The first car was the 1924 Chrysler Six, which had innovative additions such as four-
wheel hydraulic breaks and replaceable oil and air filters. That innovation has continued to the
present day, following Chrysler’s original vision of creating affordable and innovative luxury
cars. Chrysler merged with Fiat in 2014, becoming Fiat Chrysler Automobiles, N.V., allowing
the company to remain at the front of industry innovation, technology, and functionality.

For more information contact:

Michael Keegan
Head of Communications
Phone: 248-512-2894
Email: mediarelations.fcanorthamerica.@fcagroup.com

Aaron Murdock

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PR Writing Portfolio
Invitation

In celebration of the
the 150st anniversary of the Constitution Act, 1867
that united the colonies of Canada,
the United States ambassador to Canada
Ambassador Kelly Craft
and the Canadian ambassador to the United States
David MacNaughton
respectfully request the pleasure of your company
at a gala
on Saturday, July 1, 2017
from 6:00 p.m. to 9:00 p.m.
Prime Minister Justin Trudeau will be in attendance.

Embassy of the United States

490 Sussex Dr.
Ottawa, Ontario

Please R.S.V.P. to
+1 613-688-5335
by Saturday, June 17, 2017
Cocktail attire
Please present invitation at the entrance

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PR Writing Portfolio
Organization Backgrounder

Organizational Backgrounder

800 W. University Parkway - Orem, UT 84058 - 801-869-6175

The UCCU Center is an arena venue designed for basketball games, other sports, concerts,

parties, galas, and other events, and is located on the Utah Valley University campus.

Built in 1996 and originally named the David O. McKay Center at the request of the original

donors, the center has since been renamed the UCCU Center. In 2010 Utah Community Credit

Union decided to sponsor the university and the name was changed. The center is located near

UTA and Frontrunner transit services and is home to the UVU Wolverine Division 1 Athletics

Teams. Since the university became a four-year school in 2008 and was named Utah Valley

University, various teams have played at the arena. It seats 5,000 people, boasts 22,000 square

feet of open space, is 60 feet high, has 6 dressing and locker rooms, and has 2 presidential suites.

Amenities available include catering services, a sit-down restaurant named Restaurant Forte, and

an upper court with basketball or volleyball equipment and room for dining.

With the largest student base of any university in Utah, UVU’s growth has also brought new

opportunities for the UCCU Center to host more popular artists and events. Various music

groups have played at the venue in recent years, including OneRepublic, Boston, Bastille, Fall

Out Boy, Paramore, Panic! at the Disco, and more.

As well as having hosted some big names, the center continues to be a center of local events and

is sponsored by La Quinta Inns & Suites, Hampton Inn, Piano Gallery, and Fox Hollow Golf

Club.

Aaron Murdock

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PR Writing Portfolio
Media Pitch

OLD SPICE HIGH ENDURANCE – Pitch for national media

Email subject line:

For I. Baum: The Manliest-smelling Deodorant

Email text:

Hi Isadora,

Men stink all too often, and women want their men to smell good. Old Spice agrees and is
devoted to providing men a way to stay fresh through whatever stressful situations life hands
them. That’s why we have developed our new line of High Endurance deodorants, to provide
long-lasting odor protection in all those strenuous situations men encounter.

This new deodorant includes skin conditioners to keep the skin in men’s pits soft and ready for
any photo op that comes along. Ingredients in the stick ensure even distribution, and of course
there are multiple fragrances to choose from.

Whether a man is going to work on a rig or in an office, running a marathon or running a

business, or taking a break from being awesome, High Endurance deodorants will let him smell
awesome while he achieves greatness. And it’s not just deodorants; we also offer anti-perspirants
and body sprays that provide the same enduring protection.

Our brand has been dedicated to men’s hygiene for 80 years and have been at the front of men’s
hygiene and style products for three decades. We will continue to be a forerunner of the industry
for years to come.

Attached is the press release for this new line of products. A sample is being sent as well and
should arrive shortly. Please contact me with any questions.

Best regards,

Aaron Murdock
Old Spice
Public Relations Director
801-755-7847
aaron.murdock@citizenrelations.com

Aaron Murdock

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PR Writing Portfolio
 A B C D E F G H I J K L
1 Sources Circulation Outlet type FrequencyContact First Name Contact Last Name Contact Title Email Address Phone Number City State/Region Contact Topic
2 Vogue 1,242,282 Magazine MonthlyChristian Allaire Editor christianjallaire@gmail.com (212) 286-2860 New York New York Men's Fashion
3 Us Weekly 2,032,581 Magazine Weekly Christina Baez Producer letters@usmagazine.com (212) 545-4800 New York New York Men's Fashion
4 Muscle & Fitness 320,399 Magazine MonthlyMark Barroso Freelance Journalist barrosofit@gmail.com New York New York Fitness
5 Vogue 1,242,282 Magazine MonthlyEdward Barsamian Editor edward_barsamian@condenast.com (212) 286-2860 New York New York Men's Fashion
6 Freelance Journalist Isadora Baum Freelance Journalist isadora@isadorabaum.com (917) 710-4212 Chicago Illinois Wellness
Media List

7 Freelance Journalist Timothy Bella Freelance Journalist tbella7@gmail.com (212) 649-2000 Washington District of Columbia Athletics
8 SB Nation Blog 2 weeks Jon Benne Editor, Staff Writer support@sbnation.com (202) 591-1140 Washington District of Columbia Athletics
9 GQ 824,334 Magazine Monthly Max Berlinger Online Editor max.berlinger@mac.com (212) 286-2860 New York New York Men's Fashion
10 Freelance Journalist Perri Blumberg Freelance Journalist veganwhensober@gmail.com (212) 484-1616 New York New York Beauty & Cosmetics
11 Contributor Stayton Bonner Contributor letters@rollingstone.com (212) 484-1616 New York New York Men's Interest
12 SKI Magazine Magazine Seasonally Berne Broudy Editor, Freelance Journalistberne@authenticoutdoors.com (303) 625-1600 Burlington Vermont Men's Interest

PR Writing Portfolio
13 Editor, Freelance Journalist Nicole Catanese Editor, Freelance Journalistnicole@nicolecatanese.com (212) 903-5000 New York New York Fitness
14 Freelance Journalist Jamie Cattanach Freelance Journalist editor@thepennyhoarder.com Jacksonville Florida Fitness
15 Martha Stewart Living 9,000,000+ Magazine Monthly Tina Chadha Editor living@marthastewart.com (212) 827-8000 New York New York Men's Fashion
16 Staff Writer Chris Chase Staff Writer chrischase@gmail.com Bethesda Maryland Athletics
17 The Chavez Report Blog Chris Chavez Freelance Journalist, Staff WChrisChavezPhotography@gmail.com (312) 288-1857 Chicago Illinois Running
18 Allure Magazine 1,165,392 Magazine Monthly Rosemary Donahue Editor Rosemary_Donahue@condenast.com (212) 286-2860 New York New York Beauty & Cosmetics
19 Mother Jones 203,251 Magazine Bi-monthly Daniel Duane Editor, Contributor, Staff Wscoop@motherjones.com (415) 321-1700 San Francisco California Fitness
20 Freelance Journalist, Producer Taylor Dutch Freelance Journalist, ProduRWedit@rodale.com (610) 967-5171 Austin Texas Athletics
21 Bodybuilding.com Website Heather Eastman Editor youtube@bodybuilding.com (866) 236-8417 Boise Idaho Fitness
22 Blogger, Freelance Journalist, Contributor Debbie Fetterman Blogger, Freelance Journal dfetterman@dfwrunning.com (214) 977-8205 Dallas Texas Running
23 Esquire 721,399 Magazine Monthly Christine Flammia Assistant Editor cflammia@hearst.com (212) 649-2000 New York New York Men's Fashion
24 NBC Sports (NBC) Television Mike Florio Editor florio@profootballtalk.com Stamford Connecticut American Football
25 The Dallas Morning News 214,423 Newspaper Daily Mark Francescutti Editor mfrancescutti@dallasnews.com (214) 977-8205 Dallas Texas Martial Arts
26 Freelance Journalist Michael Frank Freelance Journalist mail@adventure-journal.com New York Cycling
27 The Wall Street Journal 2,277,000 Newspaper Daily Jacob Gallagher Editor jacob.gallagher@wsj.com (212) 416-2000 New York New York Men's Fashion
28 Freelance Journalist, Contributor Bill Gifford Freelance Journalist, Contr bill.gifford@gmail.com (505) 989-7100 New York New York Fitness
29 Business Insider Website Daily Dennis Green Editor dgreen@businessinsider.com (646) 376-6113 New York New York Men's Fashion
30 Freelance Journalist Jon Gugala Freelance Journalist letters@rollingstone.com (212) 484-1616 Nashville Tennessee Running
31 Conde Nast Mass Media Megan Gustashaw Editor, Contributor letters@gq.com (212) 286-2860 Los Angeles California Men's Fashion
32 Contributor Gillian Hearst Simonds Contributor tnc@hearst.com (212) 649-2000 New York New York Men's Fashion
33 Freelance Journalist Dan Hyman Freelance Journalist hyman8@gmail.com (212) 649-2000 Chicago Illinois Men's Fashion
34 Freelance Journalist, Host Jimmy Im Freelance Journalist, Host jimmyim@me.com (212) 930-8288 Los Angeles California Fitness
35 Freelance Journalist, Contributor, Staff Writer Lisa Jhung Freelance Journalist, Contr lisajhung@comcast.net (610) 967-5171 Boulder Colorado Running
36 The Wirecutter Website Casey Johnston Freelance Journalist, Senio casey.l.johnston@gmail.com (212) 556-1234 New York New York Weightlifting
37 Freelance Journalist Stephanie Kanowitz Freelance Journalist stephkanowitz@gmail.com (202) 334-6000 Washington District of Columbia Fitness
38 Freelance Journalist Stacey Leasca Freelance Journalist sleasca@gmail.com (212) 522-1212 Los Angeles California Men's Interest
39 Contributor Ahnna Lee Contributor contact@vogue.com (212) 286-2860 New York New York Men's Interest
40 Freelance Journalist Michelle Malia Freelance Journalist mhletters@rodale.com (212) 649-2000 Sarasota Florida Health
41 Racer Magazine Magazine 8 per year David Malsher Editor webmaster@racer.com (949) 417-6700 Irvine California Water Sports
42 Bestproducts.com Website Adam Mansuroglu Editor amansuroglu@hearst.com (347) 668-5471 New York New York Men's Fashion
43 C California Style Magazine 151,916 Magazine Lesley McKenzie Editor, Freelance Journalistlmckenzie@magazinec.com (310) 393-3800 Santa Monica California Men's Fashion
44 Skiing Magazine Magazine Monthly Gordy Megroz Freelance Journalist, Corre gmegroz@gmail.com (617) 899-4558 Jackson Wyoming Fitness
45 New York Post 230,634 Newspaper Daily Timothy Mitchell Manager, Staff Writer timothyvmitchell@gmail.com (212) 930-8288 New York New York Men's Fashion
46 Race Results Weekly Website Weekly David Monti Editor, Staff Writer, Publishd9monti@verizon.net (212) 752-2666 New York New York Running
47 Freelance Journalist, Host Jess Myers Freelance Journalist, Host puckmyers@yahoo.com (612) 910-3058 Inver Grove Heig Minnesota Outdoor Sports
48 Freelance Journalist, Correspondent Tim Neville Freelance Journalist, Corre timneville@me.com (541) 598-4564 Bend Oregon Men's Interest
49 Orlando Sentinel 151,000 Newspaper Daily Katie Parsons Freelance Journalist news@orlandosentinel.com (407) 420-5000 Orlando Florida Fitness
50 Men's Journal 1,250,000 Magazine Monthly Virginia Pelley Freelance Journalist vpelley@gmail.com (212) 484-1616 New York New York Fitness
51 The Seattle Times 229,764 Newspaper Daily Dwight Perry Editor dperry@seattletimes.com (206) 464-8250 Seattle Washington Regional Sports
52 Sports Illustrated 3,023,197 Magazine Bi-weekly S.L. Price Staff Writer si.com_press@timeinc.com (212) 522-1212 New York New York Athletics
53 Orlando Sentinel 151,000 Newspaper Daily Jay Reddick Columnist, Editor jreddick@orlandosentinel.com (407) 420-5000 Orlando Florida Martial Arts
54 Freelance Journalist Dan Roe Freelance Journalist dan.roe21@gmail.com (224) 234-7236 Columbia Missouri Men's Interest
55 Time Inc. 26,000,000 Magazine Weekly Tim Rohan Staff Writer talkback@themmqb.com New York New York Athletics
56 Men's Health 538,000 Magazine Monthly Ebenezer Samuel Editor mhletters@rodale.com (212) 649-2000 New York New York Fitness

Aaron Murdock
57 T Magazine Magazine Mary Schilling Editor (212) 556-1234 New York New York Men's Fashion
58 Dirt In Your Skirt Website Margaret Schlachter Blogger, Editor-in-Chief, Comargaret@dirtinyourskirt.com Salt Lake City Utah Fitness
59 GQ 824,334 Magazine Monthly Sam Schube Editor, Staff Writer letters@gq.com (212) 286-2860 New York New York Men's Fashion
60

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Freelance Journalist Rachael Schultz Freelance Journalist rachaelschultz3@gmail.com (212) 545-4800 New York New York Fitness
61 GQ 824,334 Magazine Monthly Matt Sebra Department Head/Directo letters@gq.com (212) 286-2860 New York New York Men's Fashion
 A B C D E F G H I J K L
62 The Wall Street Journal 2,277,000 Newspaper Daily Ray Smith Reporter ray.smith@wsj.com (212) 416-2000 New York New York Men's Fashion
63 Forbes Magazine Bi-weekly Lauren Stoll Contributor ideas@forbes.com (212) 620-2200 Jersey City New Jersey Men's Fashion
64 MikelleStreet.com Blog Mikelle Street Blogger, Freelance Journal me@mikellestreet.com New York New York Men's Fashion
65 Editor, Freelance Journalist Erin Strout Editor, Freelance Journalistestrout@outlook.com (610) 967-5171 Flagstaff Arizona Running
66 The Pantagraph 107,000 Newspaper Daily Paul Swiech Editor pswiech@pantagraph.com (309) 820-3275 Bloomington Illinois Fitness
Media List

67 Staff Writer Mark Titus Staff Writer info@theringer.com Hilliard Ohio Athletics
68 Los Angeles Times 653,868 Newspaper Daily Adam Tschorn Deputy Editor adam.tschorn@latimes.com (213) 237-7946 El Segundo California Men's Fashion
69 T Magazine Magazine Alex Tudela Editor alex.tudela@nytimes.com (212) 556-1234 New York New York Men's Fashion
70 Highsnobiety Blog Thomas Welch Editor, Staff Writer, Photogthomas@highsnobiety.com New York New York Men's Fashion
71 Modern Luxury - Chicago Bureau Magazine David Zivan Editor, Editor-in-Chief dzivan@modernluxury.com (312) 274-2500 Chicago Illinois Men's Fashion

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73 Aaron Murdock COMM 3530 Public Relations Writing X01

Aaron Murdock
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 Report
November 29, 2018
Patient Protection
and Affordable
Care Act of 2010
PPACA
A Summar y of the Act
By Aaron Murdock
The Patient Protection and Affordable
Care Act (PPACA), passed on March 23,
2010 during the Obama administration,
was meant to provide access to health in-
surance for more citizens (KFF, 2013). It
had a number of goals to reach by certain
milestone dates. Some were reached, some
were not, which will be discussed below.
Since President Trump took office, much
of the PPACA has been revoked, repealed,
or otherwise made ineffective. The follow-
ing paragraphs detail the expected results
and goals of the act and summarize the key
points of it.
According to Manchikanti, et
al., there are three main purposes to the
PPACA. The first is to increase the num-
ber of insured U.S. citizens. The second is
to improve the quality of care overall. The
third is to reduce health care costs (Man-
chikanti, Helm II, Benyamin, & Hirsch,
2018).
The ACA uses both mandatory
and discretionary funding authorized by
Congress to fund all of its programs. From
introduction in 2010 through fiscal year
2019, the ACA includes %101.25 billion in
mandatory spending (CHRT, 2012). Many
of the initiatives funded by the mandatory
spending will not require further approval
by Congress.
One part of the ACA was meant to
expand Medicare, enhancing coverage of
preventative plans and reducing Medicare
spending. Medicaid was also to be expand-
ed to 138% of the federal poverty level. A
new Center for Medicare and Medicaid In-
novation (CMMI) was established to find
methods to improve costs and care (KFF,
PR Writing Portfolio
2013). This was to happen by creating new agen-
The first and likely most well-
known approach to providing more health
care options and get as many people insured
as possible was to mandate that most legal
U.S. residents have health insurance. Those
without coverage would pay a penalty de-
pending on income level. That penalty was
either $695 per year, or 2.5% of household
income, whichever was greater, though there
were exemptions granted for certain hard-
ships and religious objections (KFF, 2013).
This penalty was later repealed in 2017 as
part of a tax bill passed by the GOP, but the
penalty is still in effect until the end of 2018
(eHealth, 2018).
In order to provide more citizens
with access to health insurance, state-based
exchanges were created. Through these,
people and businesses could compare plans
and purchase coverage (KFF, 2018). Accord-
ing to a negative view of the results of this
exchange, high premiums and out-of-pock-
ets costs have prevented many people and
businesses from signing up for insurance
using it (Manchikanti, et al., 2018). Because
subsidies were offered only to those people
who were earned below 400% of the Feder-
al Poverty Level (FPL), premiums and out-
of-pocket costs were too high and coverage
was too restricted compared to the cost. In
their view, insurance through the exchange
was not an affordable option (Manchikan-
ti, et al., 2018). In 2010 the Congressional
Budget Office (CBO) projected that by the
year 2016, 21 million U.S. citizens would be
enrolled using the exchange, but the actual
number by that year was 12.1 million enroll-
ees (eHealth, 2018).
The PPACA planned to increase the
quality of care (Manchikanti, et al., 2018).
cies that would over see the quality of
acre offered in the United States, includ-
ing the National Quality Strategy (NQS).
This agency has the three goals stated
above, as well as six priorities:
1. Ensuring safer care of patients
2. Focusing care on family and individ-
ual
3. Improving communication and coor-
dination of care
4. Preventing and treating the leading
causes of mortality
5. Improving the health and well-being
of communities
6. Making quality health care afford-
able (AHRQ, 2015).
Incentives were created and
went into effect in 2013 for doctors to
and hospitals to improve performance
on a number of quality metrics outlined
in the PPACA. A single percentage of
Medicare payments were used toward the
incentives, and 2% of payments were to
be used by 2017 (Blumenthal, Abrams, &
Nuzum, 2015).
Changes made by the PPACA
that are more well-known include increas-
ing the age of dependent coverage to 26,
requiring all plans offered in small group
and individual markets to cover the cost
of contraceptives, the above-mentioned
mandated penalty for not being covered,
the formation of in-state insurance ex-
changes, and the tax credits available to
those within previously-stated poverty
limits. The coverage and costs are out-
lined below.
Aaron Murdock 13
 Report
November 29, 2018
A: Costs, Coverage, & Care
Up to 133% FPL: 2% of income
133-150% FPL: 3 – 4% of income
150-200% FPL: 4 – 6.3% of income
200-250% FPL: 6.3 – 8.05% of income
250-300% FPL: 8.05 – 9.5% of income
PPACA
300-400% FPL: 9.5% of income
Fig. 1. Premium contribution limits based on income levels
Coverage
The PPACA had the aim of providing more
health care coverage for more families and
individuals across the country. In order to
achieve that, multiple tactics were used.
The first was the creation of the state-based
insurance exchanges, meant to give access
to health care for those who could not get it
through an employer or spouse’s employ-
er. These exchanges were scheduled to be
open for the 2014 open enrollment period
(eHealth, 2018).
These exchanges were meant as a
place people could go to find cheap insur-
ance from the government. The states were
to create the exchanges (KFF, 2013), but
the Federal Government would also have
one that would be the default if states did
not or were not able to get one formed.
Although the federal exchange was de-
termined in the original plan of the act, it
was challenged in 2015 on the grounds that
the federal government was not a state-run
exchange as outline in the act, and there-
fore could not operate in place of one. The
U.S. Supreme Court ruled in a 6-3 decision
that the federal exchange on Healthcare.
gov could be distribute subsidies in states
that did not provide their own exchanges
(eHealth, 2018).
In order to qualify for the tax cred-
its and subsidies of the law, individuals and
families must be living below the Federal
Poverty Level (FPL). The chart in Figure 1.
from the Kaiser Family Foundation shows
the necessary levels of FPL needed to re-
ceive credits that can be used to purchase
insurance through state exchanges, as well
as how much of income would be provided
as those credits (Summary, 2013).
PR Writing Portfolio
Those who were not within the
FPL could still access coverage through
the exchanges, but the premiums and out-
of-pocket costs were greater, so enrollment
has not been as high as originally forecast.
The subsidies offered to those within the
FPL made the coverage offered through
exchanges more appealing. The projected
number of enrollments by 2016 was 17
million, but an estimated 10 million fewer
people had actually enrolled by that time
(Manchikanti, 2017). Fig. 2 shows the rela-
tion between income level relation to plan
selection and enrollment in the exchanges.
Those who would have to pay for coverage
have opted to not participate, while those
who would not have to pay have opted for
it (Manchikanti, 2017). This means that the
redistribution that was meant to help those
in lower income levels is not able to sustain
the need because there is not enough par-
ticipation in the exchanges by those whose
premiums would go toward the subsidies
for lower income levels. It also means that
Fig. 2. Percentage of eligible individuals enrolled in exchange plans,
by income.
fewer healthy people are participating,
which means the costs are greater than
the payments going into it (Manchikanti,
2017).
Costs
The PPACA, through both mandatory and
discretionary spending to fund its varied
programs, included $101.25 billion by end
of fiscal year 2019, with most of those pro-
grams being funded through mandatory
spending (CHRT, 2012). Funding for the
PPACA has come from a number of sourc-
es. The Prevention and Public Health Fund
provided $9.75 billion that was gathered
over ten years, which was put toward com-
munity-based prevention programs out-
lined in the PPACA (CHRT, 2012).
Revenue was also to be raised
through tax penalties on individuals and
employers who don’t offer coverage (How
is obamacare, n.d.), though the penal-
ty for individuals has now been repealed
(eHealth, 2018). The act also places a
surtax of 3.8% on certain types of invest-
ments, but only for taxpayers who have
a modified adjusted gross income greater
than $200,000 if single and $250,000 if
married and filing jointly. The CBO esti-
mated that $346 billion would be provided
for PPACA programs through these surtax-
es (How is obamacare, n.d.).
In fiscal year 2010, $1.03 billion
was awarded in total to the states and Dis-
trict of Columbia. The awards in 2011
came to $2.5 billion
(CHRT, 2012). Beyond
that year, no information
could be found detail-
ing the amount award-
ed to the states under
the PPACA. The CBO
projects that Medicare
will spend $160 bil-
lion in 2019, down 20%
from previous years,
and for spending on
health care to increase
rapidly in the future
(Manchikanti, 2017).
Aaron Murdock 14
 Report
November 29, 2018
B: Facts and Features
PPACA
President Obama signs the PPACA
Facts & Features
The most significant U.S. health care
legislation before the PPACA was the
Medicare and Medicaid act of 1966
passed by President Lyndon B. Johnson
(Manchikanti, 2017), which provided
government-run health care options for
the elderly, disabled, and impoverished.
The impetus for health care reform was
the rising costs thereof in the United
States that was not leading to better treat-
ments or patient outcomes, as well as the
fact that 1 in 7 U.S. citizens was without
health insurance in 2008 (Manchikanti,
2017).
Whereas Medicare was passed
with bipartisan support, the PPACA was
passed in 2010 solely by Democratic sup-
port. The act the was deeply unpopular
with U.S. voters. Over 50% opposed the
law (Manchikanti, 2017).
During the first open enrollment
under the ACA in 2014, the US Depar-
tament of Health and Human Services
reported that more than 8 million people
had signed up for health insurance plans
through the exchange (eHealth, 2018).
Recent Changes
President Trump’s administration prom-
ised to repeal the PPACA, and shortly
after he was placed in office the House
presented the American Health Care Act,
with the Senate creating its own version
of the same bill. Later in 2017, the tax
penalty for not having insurance was re-
pealed in a tax bill passed by the GOP,
PR Writing Portfolio
Of those, 10.8 million enrolled in Med-
icaid, and 3 million young adults have
also gained coverage (Blumenthal, et al.,
2015). Surveys show that these newly-in-
sured people are happy with their cover-
age (Blumenthal, et al., 2015).
With those gains in the number
of insured people, 5.9 million also lost
coverage, mainly due to insurance compa-
nies being unable to change their policies
and still maintain profit, as well as from
small businesses no longer being able to
afford to provide insurance for employees
(Manchikanti, 2017). Over 50% of people
but the penalty still applies through end-of- who were uninsured in 2010 were still
year 2018 (eHealth, 2018). uninsured in 2017, meaning that access
The open enrollment period for to care did not improve as much as was
2017 was short than in previous years: 6 planned (Manchikanti, 2017).
weeks instead of 3 months. In October of
2017, the federal government stopped fund- Looking Ahead
ing cost-sharing reduction payments, forc-
ing insurance companies to have to pay out- The PPACA impacts every U.S. citizen:
of-pocket for cost-sharing for low-income those with private or public health insur-
customers (eHealth, 2018). ance, with Medicare, or with Medicaid,
and the uninsured. Many of programs that
Goals Reached were included in the PPACA continue to
receive mandatory or discretionary fund-
The goal to get more insurance ing, even while the current administration
coverage for more U.S. citizens seems to works to repeal and counter the effects of
have been realized, with approximately 20 the act. The plan put forth by President
million more insured as of 2017, though Trump in early 2017 does not need con-
numbers vary depending on what is being gressional approval to greatly disable the
included as coverage (Manchikanti, 2017). act and slowly dismantle it (Bryan, 2018).
Fig. 3. Percentage of adults 19 to 64 years of age who are uninsured.
Adapted from Collins, Rasmussen, Doty, & Beutel, 2015.
Aaron Murdock 15
Script

1 Coca Cola Plz NW

Atlanta, GA 30313

“Taste the Feeling”

60-Second TV Spot Page 1 of 5

VIDEO AUDIO
Open OTS of female teacher working on GENERIC HOLIDAY MUSIC PLAYS
holiday crafts with young children, focusing SOFTLY THROUGHOUT THE
on her hands as she uses glitter on a paper PROMOTION
project.

CUT TO FS of teacher taking a drink from a SFX OF CHILDREN LAUGHING,

can of Diet Coke as she is sitting at a small CHATTING, PAPER RUSTLING
table with the children, still doing crafts.

CUT TO LS of same teacher leading SFX OF CHILDREN SINGING

children in a holiday song. Her can of Diet
Coke is sitting on the podium next to her.

CUT TO LS of teacher and fellow teachers SFX OF CHATTING AND PAPER

at lunch in a faculty room. They all have LUNCH BAGS BEING OPENED, THEN
Coke products as drinks, and there is a LAUGHING
vending machine in the background with
Coke brand. Teacher is holding up her hands
and her peers are laughing at all the glitter
on them.

CUT TO MCU of teacher taking a sip from SFX OF CAMERA SHUTTER SOUND
her can and then a photo of her hands with AND TEXTING. CHATTER STILL IN
her phone. BACKGROUND. MESSAGE SEND
SOUND
CUT TO OTS of the phone with the picture
and a message: “The joys of holiday crafts
with kids”.

Scene behind morphs to CU of a phone SFX OF MUFFLED CONSTRUCTION

sitting on the middle console of a truck. The SOUNDS
message flashes on it.

CUT TO LS of man in full coveralls SFX OF CONSTRUCTION SOUNDS NOT

working construction in a gentle snowfall, MUFFLED
with very little snow on the ground. -more-

Aaron Murdock

PR Writing Portfolio 16
Script

“Taste the Feeling”

60-Second TV Spot Page 2 of 5

AUDIO
VIDEO
CUT TO MS from within his truck as he SFX DOOR SHUTS, RUSTLING AS HE
gets in and removes his hood, revealing a REMOVES COVERALL HOOD
ruddy face in his mid-forties.

CUT TO OTS from inside a drive-through SFX PAPER SACK RUSTLING

window that shows him pulling up and CHATTING IN BACKGROUND
being handed a Coke Zero-branded cup and
a paper sack of food. He smiles at the young
person over whose shoulder the camera is
positioned.

CUT TO MS of a view from passenger side SFX SIPPING SOUND AND WRAPPER
of the same man sitting in his car eating with RUSTLING.
the cup of Coke Zero. He takes a drink and
looks at his phone.

CUT TO OTS to show the message from his

wife of her glittery hands and the photo.

CUT TO MS of him grinning with the phone

in one hand and the Coke in the other.

The camera follows his hand and zooms in SFX OF CLICK AS CUP IS SET DOWN
on the cup of Coke as he sets it down on his
truck console.

Scene around the cup morphs into a table at SFX OF RESTAURANT CHATTER
a restaurant. Camera pans up to show a
group of young women with shopping bags
walking past the window with snow falling
gently.

CUT TO LS of the group of women sitting SFX RESTAURANT CHATTER,

down at a booth and removing their coats. A LAUGHING, SLIGHT RUSTLING AS
smiling young man approaches and asks for COATS REMOVED. SHOES CLICKING
drink orders. The waiter’s eyes linger on a ON FLOOR
particular young woman for a moment, but
he jots down orders and walks away.
-more-
CUT TO OTS of that particular young
woman’s shoulder as she opens her phone Aaron Murdock

PR Writing Portfolio 17
Script

“Taste the Feeling”

60-Second TV Spot Page 3 of 5

VIDEO AUDIO
and sees the message of the glittery hands SFX CLICK AS PHONE UNLOCKS
from her mother.
SFX OF TRAY AND BOTTLES BEING
CUT TO FS of her sitting at the edge of the SET ON TABLE.
booth texting a reply when the drinks arrive
in 16 oz bottles. She goes to reach for hers SFC RESTAURANT CHATTER
and CONTINUES

CUT TO CS of the bottle with an attached SFX WOMEN CHATTING

piece of paper with the young man’s phone
number.

CUT TO FS of the woman looking over at

the waiter and smiling at him as he glances
over at her. Pan past the edge of the booth to
show

PAN TO MS of an older teenage young man SFX BACKGROUND CHATTER MIXED

getting food at a school cafeteria with other WITH YOUNGER VOICES. SFX TRAY
students around. He smiles at the servers as SLIDING ON COUNTER
he moves along the line.

CUT TO LS of him leaving food line and SFX SHOUTING FROM ACROSS THE
heading toward tables. Friends come and CAFETERIA
join him.

CUT TO MS of a friend putting a bottle of SFX CLICK AS BOTTLE IS SET DOWN

Coke on the young man’s tray. ON TRAY

CUT TO LS of the group sitting at a table SFX RUSTLING OF PHONE BEING

and the young man pulls out his phone and PULLED OUT, SOUND OF UNLOCKING
looks at it. PHONE

CUT TO OTS of the same message from his SFX CHATTER CONTINUES, A LITTLE
mother with glittery hands. MORE RAUCOUS

CUT TO MS of young man sending a reply SFX SEND MESSAGE SOUND

and smiling. He takes a drink of Coke and as
he sets down the bottle

CUT TO CU of another hand placing down SFX CLICK OF BOTTLE ON TABLE

a larger bottle of Coke Life on dinner table. -more- Aaron Murdock

PR Writing Portfolio 18
Script

“Taste the Feeling”

60-Second TV Spot Page 4 of 5

VIDEO AUDIO
CUT TO FS of older couple eating lunch at SFX UTINSEL ON PLATE
home together, a bottle of Coke Zero half
empty on the table and full glasses of it next SFX RUSTLING AS PHONE PULLED
to plates with food. Snow is falling gently OUT
through the window of one wall. The wife
pulls out her phone and looks at it.

CUT TO OTS of the same message from her

daughter with the glittery hands.

CUT TO FS of smiling wife showing her SFX OF UTINSEL STOPS.

husband the photo. He smiles too.

CUT TO OTS again of the phone. She sends SFX CAMERA SHUTTER, MESSAGE
a photo of her lunch plate with the glass of SEND. SFX UTINSELS CONTINUE AND
Coke and a message that says “Dinner is at 6 TWO PEOPLE TALKING MUFFLED.
tonight. See you all then!” Camera pans to
photos of the previously shown people on
the wall behind her and zooms in on one
photo of the teacher and the construction
worker together. Scenery around it morphs SFX CLASSROOM CHATTER RETURNS
into a desk and camera zooms out to show a WITH CHILDRENS VOICES
can of Diet Coke next to the photo.

CUT TO MS of front of teacher sitting at the
desk. She is looking at her phone and picks
up her Coke to take a drink. A child
approaches her and asks a question, and she
sets down the can to lean over to help the
child. Camera pans to a window of the room
with gentle snowfall and zooms in.
SFX CLICK AS SHE PICKS UP PHONE
AND UNLOCK SOUND. CLICK AS SHE
PUTS PHONE BACK DOWN.
INCOHERENT RESPONSE AS CAMERA
PANS

Camera pans down to show the outside of a DISTANT SOUNDS OF CHATTER

home with holiday lights and gentle snow. It COMING FROM INSIDE HOME.
is dark outside, and the windows are all lit
up. It is a very warm scene.

CUT TO LS of inside of the home, the same CHATTER IS LOUDER NOW, FUN
from earlier with the elderly couple. The HOLIDAY MUSIC PLAYING IN
family, including the teacher, the BACKGROUND, DISHES CLANGING
construction worker, and the student, is all -more- Aaron Murdock

PR Writing Portfolio 19
Script
“Taste the Feeling”
60-Second TV Spot Page 5 of 5
VIDEO
together except the young woman. There is a
knock at the door and
CUT TO OTS of the grandfather as he opens
the door. The young woman enters with the
waiter from earlier, both smiling.
CUT TO MS of the waiter shaking the
grandfather’s hand and they’re both smiling,
though the young man is slightly awkward.
CUT TO LS of the three of them joining the
family in the dining room. Food is laid out
on the table with full Coke glasses at each
setting.
CUT TO FS of an angle looking down the
table from behind the grandfather as he
stands and raises his glass. The family raise
their own glasses and the camera pans over
to the wall with the photos from earlier. It
pans upward and zooms in to show vinyl
lettering that says, “To family and friends,
far and near, welcome home; welcome
here”.
CUT TO LS from outside the window that
was behind the grandfather’s place at the
table. It shows the family eating and
laughing. Camera pans up through the snow
and words appear on the dark sky in a flurry
of flakes: Coca Cola: Taste the Feeling.
PR Writing Portfolio
AUDIO
SFX KNOCK AT THE DOOR
SFX DOOR OPENS. CHATTER AND
DISHES CLANGING ARE SLIGHTLY
DISTANT AGAIN. SFX STEPS, WIND
FROM OUTSIDE.
LOUDER WORDS LIKE “WELCOME”
AND MUFFLED WORDS IN RESPONSE.
SFX CHAIR MOVING.
SFX A COUPLE CLANGS AS GLASSES
TOUCH OTHER DISHES AS THEY ARE
RAISED.
MUSIC GETS SLIGHTLY LOUDER AND
CLEARER
SFX MUFFLED LAUGHING AND
CHATTING AND UTINSELS
CLANGING. GET SOFTER AS CAMERA
PANS UPWARD, AND MUSIC FADES.
SFX CHIMES AS WORDS APPEAR.
###
Aaron Murdock
20
Cover Letter

375 W 1720 N Apt 106

Provo, UT 84604
11/08/2018

Human Resources Manager

Bethesda Softworks LLC
1370 Piccard Drive, Ste 120
Rockville, MD 20850

Hello,

I’m writing regarding the Associate Brand Manager position with Bethesda Softworks, LLC. I
am graduating this summer with a Bachelor of Arts in Communication from Utah Valley
University with an emphasis in Public Relations. I would love to work for a company so
innovative in the gaming industry and whose brand is recognized worldwide.

Your company was part of the inspiration that helped me choose communication as my major
and digital media as my minor. Video games like Fallout New Vegas, The Elder Scrolls V and
Online, and The Evil Within all were influential in my years before college, giving me examples
of what it takes to create an immersive world and tell an engaging story. You continue to push
the envelope in game content and story development, and I would love to be a part of it.

My prior experience and years at Utah Valley University have given me many of skills you're
looking for, complemented by my years of gaming. In my courses I’ve handled a company’s
Google Analytics and Ads account, created and maintained a worldbuilding blog with 158
unique visitors over 30 days, and developed a personal brand. During November in 2009, 2010,
and 2012 I wrote three unpublished 50,000-word novels for National Novel Writing Month and
have thus become familiar with the process of storyboarding and creating characters, settings,
and plots. I’m a creator who would love to prove my abilities to a creative giant like Bethesda
Softworks.

My resume is attached, and I will call next week to see if we can set up an interview. Thank you
for your time.

Sincerely,

Aaron Murdock
aapmurdock@gmail.com
Aaron Murdock

PR Writing Portfolio 21
 Resume

AARON MURDOCK
375 W 1720 N Apt. 106
801.755.7847
aapmurdock@gmail.com
http://apmurdock.weebly.com/

QUALIFICATIONS
• Over 8 years of customer service, learning vertical brand products & selling them to consumers.
• Has written three 50,000-word novels (unpublished) in 3 months, one each in ’09, ’10, & ’12.
• Put together a worldbuilding blog currently with 158 unique visitors over the last 30 days.
• Certified in Hootsuite, Google Ads, and Google Analytics.
• Familiarity with Photoshop, Illustrator, InDesign, & Cubase.

EXPERIENCE
Vivint Internet Lindon, UT
Technical Support – Oct. 2018 to Present

• Answer inbound calls & troubleshoot internet connection with customers, averaging a 10-minute
handle time.
• Solve billing issues with customer accounts & take payments.

Deseret Book Company West Jordan,

UT/Riverton, UT
Bookseller Associate – Oct. 2007 to May 2013, Aug. 2015 to July 2016
Supervisor – July 2016 to August 2018

• Maintained neatness of the sales floor to meet brand visual merchandising guidelines.
• Supervised teams of bookseller associates, encouraging team members to set & reach goals.
• Identified customer needs, helping guests to find & choose merchandise.
• Sustained efficiency & composure in high-pressure situations such as the holiday season.
• Communicated professionally to guests the perks of the company’s membership program.

VOLUNTEERISM
• Served for six months part-time as a Volunteer Employment Missionary for the Church of Jesus
Christ of Latter-day Saints helping people seek employment online, update resumes, &
pursue higher education.
• Served as a full-time proselyting missionary for the Church of Jesus Christ of Latter-day Saints.

Aaron Murdock

PR Writing Portfolio 22