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Press Kit Overview (1)

Client: Point Park University’s Center for Media Innovation

Client Background: The purpose of the Center for Media Innovation is to serve as the future for
innovative storytelling. They offer hands-on experience with a video studio, radio studio, photo
studio, multimedia newsroom and gallery space. The 2019-20 Media Innovators Speaker Series
features activists, correspondents and reporters that are able to contribute to the Center’s concept
of innovative storytelling.

Goals:

● Raise awareness for the Center for Media Innovation’s Media Innovators Speakers Series
and provide real world experience to student journalists

● Increase ticket sales for the remaining Speaker Series events by targeting local journalists
and storytellers

Key Audience: The key audience is professional storytellers located around the Pittsburgh area.
This audience includes journalists, media specialists, communications students and professors.

Objectives: Increase ticket sales for the CMI’s speaker series and create collaboration between
the CMI and Point Park’s School of Communications for the two events.

Reason for Pitching: Our press kit will provide press assistance to the Center for Media
Innovation with its speakers series. This benefits the CMI as the events will gain attention. It
benefits the Pittsburgh community as the events can enrich and inform audience members.

Specific Media Details: Our agency’s goal is to get the articles printed in The Globe (print and
online) and Point Park News Service about the Media Innovators Speakers Series. Additionally,
the stories may be posted on the Center for Media Innovation’s section of the Point Park website.

Follow-up Plans: Potentially continue coverage for Speakers Series events taking place during
the second semester through social media.

Listing of Press Kit Material:

● Pitch Letter (p. 4-5)

● Press Release (p. 6-7)

● Corporate Backgrounder (p. 8-10)

● Social Media Posts & Blog Post (p. 11-15)

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● Biographical Sketch (p. 16-17)

● Sidebar Story (p. 18)

● Q&A with Andrew Conte (p. 19-20)

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Pitch Letter (2)

December 3, 2019

Amanda Waltz

Pittsburgh City Paper

Centre City Tower, 650 Smithfield St #2200

Pittsburgh, PA 15222

Hello Amanda,

How are you? My name is Miranda McArdle and I am writing to you on behalf of my PR team
with Point Park University. I’ve noticed that you have an interest in local news and arts after
reading your story on WordWrite Communications’ podcast, where they talk about news, arts,
coverage and a wide range of topics of what’s happening in and around Pittsburgh.

Regarding your interest in media and arts in the Pittsburgh area, I would like to give you an
exclusive offer to cover our exciting upcoming events featuring Jim Acosta and Neda Ulaby. Jim
is the chief White House correspondent for CNN and his current position involves covering the
Trump administration. Acosta has previous experience as well, having covered the Obama
administration from the White House and around the world. Neda Ulaby is a reporter for NPR
News’ art desk and focuses on art, entertainment, and cultural trends.

By accepting my offer to cover our Media Innovators Speakers Series event, not only would I
like you to provide the event details to the greater Pittsburgh community, but I would also like
you to highlight this series as one of the many great opportunities that Point Park University
provides.

The series gives the audience the chance to learn more about the arts, culture, news, politics and
to have a better understanding of the world. Your previous work shows me that you are the
perfect person to invite to be a critical part of this event with us.

Jim Acosta’s event will be held on Feb. 6, 2020. Neda Ulaby’s event will be held on May 7,
2020. Both events will be taking place at 7 p.m. at the Pittsburgh Playhouse. We would also like
to invite you to both speakers events, to provide you with all the details necessary for a follow up
story as well.
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Attached is a link providing more information:

https://pointpark.edu/news-communication/2019-20-Media-Innovators-Speaker-Series

Please respond by Dec. 13, 2019, as this is an exclusive opportunity. I look forward to hearing
back from you.

Sincerely,

Miranda McArdle.

Public Relations Specialist.

mnmcard@pointpark.edu
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Press Release (3)

CNN’s Jim Acosta and NPR’s Neda Ulaby to speak at Pittsburgh Playhouse in 2020

PITTSBURGH, Nov. 17, 2019 — CNN’s chief White House correspondent Jim Acosta and
NPR’s Neda Ulaby, a reporter for NPR’s arts desk, will be speaking at the Pittsburgh Playhouse
as part of the Center for Media Innovation’s Media Innovators Speaker Series, in collaboration
with 90.5 WESA. Third in the series, Acosta is set to speak at the Playhouse on Feb. 6. Ulaby,
who will conclude the series, is scheduled to speak on May 7. Both are set to begin at 7 p.m. The
first two to speak were YouTuber and disability rights activist, Molly Burke and National Public
Radio reporter, Quil Lawrence.

As chief White House correspondent, Acosta routinely covers presidential press conferences,
meetings with heads of states and matters related to the White House administration and its
current political climate. At the event, he will be discussing his new book, “The Enemy of the
People,” a personal account of the dangers he has faced as a journalist covering the White House,
including having his press credentials revoked after facing opposition from the president during a
press conference.

As a reporter for NPR News’ arts desk, Ulaby focuses on arts, entertainment and cultural trends.
She has a great interest in the world of art, music, TV, film, new media and literature; she uses
these topics to inspire her writing, as well as uses them for stories involving culture issues,
political and economic realities, obsessions and transitions, and artistic adventurousness.

“In a time where journalism is continually under attack, it is important to have these
conversations like we are with the Speaker Series,” says Andrew Conte, director of the Center
for Media Innovation. “It starts by connecting student journalists and current media professionals
with innovators like Acosta, Lawrence and Ulaby.”

Contact the Center for Media Innovation for more information about the Speaker Series events
and the Center’s involvement in the Pittsburgh community. Purchase tickets here.

About the Center for Media Innovation: Point Park University’s Center for Media Innovation
is a space for both students and media professionals to meet and gain hands-on experience. The
center is fully equipped with a video studio, radio studio, multimedia newsroom and a
presentation and gallery space to meet all media needs. The Center for Media Innovation also
engages with the community, helping to bring news to areas that lack access to regular news
coverage.

About 90.5 WESA: 90.5 WESA is Pittsburgh’s NPR news station. As southwestern
Pennsylvania’s only independent public radio and information station, 90.5 WESA gives a space
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for Pittsburgh leaders to speak about issues concerning the region in a frequent roundtable
discussion format.

###

Media Contact:

Mary Shelly

Point Park University

412-852-2657

msshell@pointpark.edu
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Corporate Backgrounder (4)

Learn About Point Park University’s Center for Media Innovation and Pittsburgh
Playhouse

Center for Media Innovation

The Center for Media Innovation (CMI) serves as a laboratory for the future of storytelling.
Students get involved in the hands-on learning experience while journalists stay up-to-date with
the offered technology services. As the journalism industry continues to move away from print,
storytellers have learned to adapt to the various forms of delivery. Located at Wood Street and
Third Avenue, the Center for Media Innovation hosts state-of-the-art studios for radio, TV and
photo production along with a multimedia newsroom.

History of the CMI

In October 2015, it was announced that Point Park University was planning to establish the
Center for Media Innovation as a part of the Academic Village Initiative. The Academic Village
is a living and learning hub that works to transform both the University campus along with the
Downtown neighborhood. It was implemented to redefine the student experience and Point
Park’s community connection.

GBBN Architects designed the 4,000-foot space with floor-to-ceiling exterior windows which
shows off the production studios to passersby. The center became open to the public in
September 2016.

Services Offered by the CMI

● Video Studio

Students can report live on breaking news for U-View, Point Park University’s TV channel. The
studio is also used for assistance in taping a show for local TV stations.

● Radio Studio

Guests of the CMI can broadcast live on WPPJ Radio or run a podcast for local media
professionals.

● Photo Studio

With ceiling grids and the latest lighting technology, guests can create artistic portraits in the
CMI’s ideal space.

● Multimedia Newsroom
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Collaborations with journalists, photographers, graphic designers, social media strategists and
web designers helps further develop innovative storytelling.

● Presentation and Gallery Space

Guests have the opportunity to showcase their own work or observe the work of others.

The CMI offers support to high school students, college students as well as professional
storytellers. Resources for professionals include on-camera training for corporate executives,
consisting of workshops and exercises. There are sessions offered that teach corporate
professionals how to understand the mindset of journalists to better communicate with them.

Pittsburgh Playhouse

The Pittsburgh Playhouse is Point Park University’s performing arts center. It houses three
performance venues and is home to three student companies: Conservatory Theatre Company,
Conservatory Dance Company and Playhouse Jr. The award-winning Pittsburgh Playhouse
features academic and theatre spaces, production shops, a sound stage and much more. Each
season of the Playhouse consists of a mixture of established plays and musicals along with new
works.

History of the Pittsburgh Playhouse

The Pittsburgh Civic Playhouse was founded as a non-profit community theater in 1933. The
Playhouse recruited Richard S Rauh to provide guidance. He led the formation of a seven person
executive board, creating the non-profit Pittsburgh Playhouse in December of 1934. The
Pittsburgh Playhouse was a civic theater company that allowed community members to perform
among professional and semiprofessional actors. In 1949, the Playhouse Jr. program was created
which allows children to receive professional instruction on acting and performing. This program
remains today.

In 1968, Point Park University (then Point Park College) acquired the Pittsburgh Playhouse. As
part of the purchase, Point Park also acquired the Playhouse School which grew into the musical
theater program, which is ranked among the Top 10 colleges represented on Broadway. Support
from Point Park has allowed the Pittsburgh Playhouse to remain a cultural entity.

Facilities of the Pittsburgh Playhouse

● Performance Venues

The Pittsburgh Playhouse is home to three unique performance venues: PNC, Highmark and
Rauh. The PNC Theatre, which seats 500, features a stage with automated and manual rigging, a
complete trap system and an automated orchestra pit. The Highmark Theatre is a
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transformational space, seating up to 200. This black box features a glass wall that opens to the
Playhouse plaza. The Rauh Theatre is the most intimate space, a black box which seats 99 and
features a tension grid.

● Rehearsal Studios

The Playhouse offers several rehearsal studios and classrooms in order to provide
professional-level learning opportunities for students in various disciplines. This includes four
acting studios, a scene shop classroom, a lighting & sound lab, a sewing lab and a design studio
classroom.

● Production Shops

A costume studio, paint deck, prop shop, scenic fabrication shop and electric and sound shop are
located in the Pittsburgh Playhouse. These facilities are able to benefit students and the various
Playhouse productions.

To find out more information about the presenters of the Media Innovators Speaker Series, visit
pointpark.edu/academics/schools/schoolofcommunication/CenterforMediaInnovation/index and
pittsburghplayhouse.com.
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Social Media Posts & Blog Post (5)

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Top 3 Neda Ulaby Stories of 2019 – A Look into NPR’s Arts Desk Reporter

Written by: John Sutton, General Manager of WESA

Neda Ulaby has been a part of NPR since 2000. She currently reports on arts, entertainment, and
cultural trends for NPR’s Arts Desk. 2019 has proven to be a great year for entertainment-based
journalism. I have listed my top three articles from Ulaby from this past year.

1. A Kinder, Gentler Wave of Reality TV Tries A Little Tenderness, For a Change

Ulaby explores the new reality television programs that take a more gentle, feel-good approach.
These programs range from Queer Eye to Tidying Up with Marie Kondo to The Great British
Baking Show. The article touches upon the current political climate and how this has pushed for
reality programs that exhibit civility and respect.

2. The Hit Movie ‘Parasite’ Puts Basement Structures in Structural Inequality

In this most recent Ulaby article, the architecture of the South Korean movie Parasite is
explained. This article doesn’t just focus on the film, but also the historic and economic changes
of Korea. The film is able to show the reality of many South Korea residents, with the
architecture playing a role. The film puts an emphasis on capitalism and class struggle.

3. Shudder Puts the Screaming in Streaming Video

Ulaby takes a look into AMC’s streaming service called Shudder that features horror movies,
shows and documentaries. Shudder’s General Manager, Craig Engler, says that the platform is
taking off because of the large amount of horror fans. The streaming service was founded in
2015 and today it exclusively has the three top best reviewed horror movies, according to Rotten
Tomatoes. This article describes the series Creepshow and film Revenge.

For access to Ulaby’s story archive visit the NPR page here. Neda Ulaby will be speaking at the
Pittsburgh Playhouse on May 7, 2020, at 7 p.m. as part of the Media Innovators Speaker Series.
The series is presented by Point Park University’s Center for Media Innovation. For more
information about the series, visit the event page
pointpark.edu/news-communication/2019-20-Media-Innovators-Speaker-Series
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or call 412-392-8000 to purchase event tickets.

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Biographical Sketch (6)

Neda Ulaby Biographical Sketch

Neda Ulaby is a reporter for NPR News’ arts desk which focuses on arts, entertainment and
cultural trends. She has a great interest in the world of art, music, TV, film, new media and
literature. Ulaby uses these topics to inspire her writing which often involves culture issues,
political and economic realities, obsessions and transitions, and artistic adventurousness.

Ulaby grew up in Lawrence, Kansas, and Ann Arbor, Michigan. Her father, who is a professor of
electrical engineering at the University of Michigan, is originally from Damascus, Syria. Ulaby
attended Bryn Mawr College and graduated in 1993. She has also studied at Oxford University,
England, and graduated with a master’s degree in English from the University of Chicago, in
1995. Additionally, she is a former doctoral student in English Literature.

Her career began in 1993, where she worked as an intern for the features desk at the Topeka
Capital Journal until 1994. She later freelanced for the Chicago Reader and the Washington City
Paper. A few years later, in 1999, she became the managing editor of Chicago’s Windy City
Times. After a year, she became a co-host for the radio program “What’s Coming Out at the
Movies.” Additionally, she edited fiction for The Chicago Review, and was a part of the editing
staff for the Critical Inquiry. She also taught classes at the University of Chicago and
Northeastern Illinois University in humanities and taught high schools serving at-risk students.

Ulaby joined NPR in 2000, after being recruited through their Next Generation Radio. She
worked as an editorial assistant on the cultural desk for a few years before becoming a reporter in
2003. While with NPR, some of her most well-received stories include a series on women record
producers, an investigation into exhibitors of plastinated human bodies, as well as a look at the
legacy of gay activist Harvey Milk. She has written profiles for many celebrities such as Ryan
Seacrest, Tyler Perry, Mark Ruffalo and Courtney Love.

Ulaby has had much success in her career. She has hosted the Emmy award-winning television
series, “Arab American Stories,” as well as won a Gracie Award from The American Women in
Radio and Television. Her work in film reviews were even featured in different papers
nationwide. Another great achievement of hers was being recognized with fellowships from the
Knight Center for Special Journalism and the USC Annenberg/Getty Arts Journalism Program.
Ulaby has successfully worked her way through the struggles of a journalist, and has found her
way to the top while earning great recognition for her work.
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Jim Acosta Biographical Sketch

Abilio James Acosta, better known as Jim Acosta, is the chief White House correspondent for
CNN. His current position involves covering the Trump administration, with background
experience having covered the Obama administration from the White House and around the
world. He frequently covers presidential press conferences and has an interest in issues
impacting the executive branch.

Acosta attended James Madison University, and graduated with a bachelor’s degree in mass
communication, and a minor in political science. Even as a teen Jim knew the direction he
wanted to go in with his career. While attending University, Acosta volunteered at WXJM, the
student-run radio station. Additionally, he also worked as a reporter at WSVA, the local radio
station.

Acosta began his media career in radio, with his first real job at WSVA, in Washington, D.C. He
left his radio job at WMAL in 1994, and began his television career at WTTG-TV as a desk
assistant. A year later, Acosta moved from behind a desk to in front of the camera, working at
WBIR-TV in Knoxville, Tennessee as a reporter and substitute anchor. The years following, he
moved to KTVT-TV, and then to WBBM-TV working as a reporter. In 2001, he successfully
earned a job at CBS News, working for them until March 2007.

Jim began working for CNN in April 2007, covering the presidential campaigns of Barack
Obama and Hilary Clinton. Through his years at CNN, he joined their American Morning
program as a correspondent, worked as the national political correspondent throughout their
‘America’s Choice 2012’ election coverage, and has even traveled with the GOP presidential
candidate to places such as the U.K., Israel, Poland, and key battleground states.

Through his many years as a reporter, he has received several rewards. His awards include The
National Association of Hispanic Journalists 2017 Presidential Award, the SJSU Journalism
School 2018 William Randolph Hearst Foundation Award, and was also involved with the CNN
team that won an Emmy for their 2012 presidential campaign coverage.

Acosta’s new book, “The Enemy of the People: A Dangerous Time to Tell the Truth in
America,” was recently released this past June. The book focuses around his personal
experience, while covering President Trump during his first two years in office. From
volunteering at his college radio station, to releasing his own book based on his career, Jim
Acosta has successfully been able to fulfill his goals in his career thus far.
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Sidebar Story (7)

Combating Local News Deserts with Citizen Journalism

Point Park University’s Center for Media Innovation’s work to educate storytellers extends
beyond downtown Pittsburgh and “traditional” journalism.

Supported by a grant from the Pittsburgh Foundation, the Center for Media Innovation developed
the McKeesport Community Newsroom, an initiative that supports citizen journalism and
storytelling by residents of the Mon Valley’s largest city and surrounding areas.

After The Daily News closed in 2015, McKeesport became yet another city in the U.S. suffering
the loss of its primary news source. The city, once thriving with daily stories, quickly became a
news desert, leaving many residents unsure where to turn for their news. Noticing the
community’s need for reliable access to information, an online news source grew its coverage
and a local print publication extended into McKeesport.

Still, more had to be done to ensure the community’s stories were being told. Andrew Conte,
director of the Center for Media Innovation, believes a part of the solution lies in equipping
community members with the skills and resources necessary to share their own stories, thus
developing the McKeesport Community Newsroom out of the University’s Center.

The site for the project is McKeesport’s former Daily News Building, previously owned by Trib
Total Media, now operating under its new name, Tube City Center. The community newsroom
initiative is led by Pulitzer Prize-winning photographer Martha Rial, and includes the facilitation
of local writers workshops, photo safaris and a new writers group, Tube City Writers.

The photo safaris give students access to digital cameras, as they learn from professional
photographers to take images of their once bustling steel city. The writers group allows for an
array of voices to be heard––with members ranging from an eighth-grade student to a man in his
70s––as they share their stories from living in the Mon Valley.

“In a time where journalism is going through this massive disruption where the economies of
what used to work, doesn’t always work, citizen journalism is becoming increasingly important,”
said Conte. “By putting news in the hands of the people, less voices are going unheard.”
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Q&A with Andrew Conte (8)

What was your inspiration behind the speaker series?

“The whole idea behind the speaker series is to bring in national-level experts who are involved
in media in some way. Also, to give access to those people for our students and to the public here
in Pittsburgh. I think oftentimes it’s hard for people to imagine how to go from wherever they
have grown up to that sort of national stage and I wanted them to see that these are just ordinary
people. Also, have them talk about how they did it and what has been their path to success.
That’s really what has driven the whole speaker series.”

What was the selection process behind choosing the speakers?

“So for this year we met with some of our season ticket holders from last year and talked with
them about potential ideas for speakers. Something we are continuing to do more of is trying to
get feedback from people who have attended the past speaker series. Also, then to build on the
audience that we’ve had. In addition to getting feedback from season ticket holders we also got
feedback from students this year we’ve partnered with the sports arts and entertainment
management club. They wanted to bring in Molly Burke who is a blind Youtuber and we thought
that was really great because the opportunity it provided to draw in a different audience. As a
disabilities activist, Molly brought in people who normally weren't part of the speaker series.

How has the series expanded from last year’s series?

“Because of the timing of the Playhouse’s opening, we only had our events in the Spring
semester last year. For this series, we expanded them so there were speakers throughout the
whole year. Last year we had three NPR speakers and one outside speaker. This year we have
shifted to two NPR speakers and two outside speakers. What we tried to do with Jim Acosta is to
bring in somebody who is really a recognizable name. It should be an interesting time for
discussion around journalism and politics with the presidential primary occuring.

How has the speaker series affected the growth of the CMI?

“We have three pillars for the CMI in terms of audience we’re trying to reach: young people,
professionals and the public. The speaker series really addresses our outreach to the public, so
we try to do events that are going to draw in general audience members to remind them about the
role of journalistic story-telling and why it matters. So, the speaker series has contributed to that
through the growth of that third pillar.

Why is it important to feature journalists for the speaker series?

“I’m not sure that it is. I think we're looking at it for next year in terms of trying to do people
who are either newsmakers or news creators. Either being a topic in the news or somebody who
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is creating the news. For me this season though, the key was to have people who were news
generators and journalists in the sense that we are trying to remind people about why journalism
matters.

How has journalist responsibilities changed over the last few years especially in regards to
the current political climate?

“It’s changed incredibly because the political climate but also the economic climate. Journalism
is going through this massive disruption where the economies of what used to work does not
always work now. So, there has been a huge shift that way. In terms of political changes, the
president in particular, has really taken on the media as a foil for his political campaign and I
think it’s incumbent on journalists to continue to be fair to make sure everything is accurate and
that they are telling the whole story. I think it’s more important than ever that they do all that.

What is your favorite thing that the speaker series does for the CMI as a whole?

“My favorite thing is that it allows us to step back and have meaningful discussions about what
is going on in journalism and in the world today. One of the best ones that we did was at the old
playhouse we brought in Yusuf Salaam who was one of the Central Park Five. He was somebody
who had been accused of rape and actually had gone to prison for it and then later was
exonerated. That paired really well with the playhouse that was doing Scottsboro boys which
was a story about Black men from the South who had been accused of rape that they had not
done. It just has allowed us as a community to have a conversation about why that issue is
significant and important. The speaker series when it is at its best allows us to have a forum for
interesting community conversation.