* Dr. Timothy L. Howard NEWS RELEASES: Sacramento State

Dr. Timothy L. Howard
Sacramento State
* Public Relations – “the management function that establishes
and maintains mutually beneficial relationships between an
organization and the publics on whom its success or failure
depends,” (Cutlip, Center, and Broom 2006)…
* Journalism – (French, jour = day), engaged in transmitting
news of the day about all topics in the general population…
* News Releases – Instrument used to convey a particular
message to specific news media outlets (newsworthy
information). Most often used instrument for awareness and
coverage. (AP, Universal English, Snap, traditional/social
* Announcements – Changes to an organization that interest a
target audience… events, new services, hires…
* Reaction – A response to mitigate an issue facing the
organization… public officials…
* Bad-news – Sharing the truth about an unfavorable situation…
credible source…
* Local – Community coverage… hometown approach…
* Feature – Human-interest story… evergreen…
Sacramento International Airport’s energy-efficient Terminal B has achieved LEED (Leadership in Energy and Environmental Design) Silver Certification from the U.S. Green
Building Council green building certification program. Terminal B is the first airport terminal to achieve LEED Silver status in two new buildings constructed at the same time and
is the largest airport terminal in the U.S. to achieve LEED Silver certification.
Both Terminal B’s public, pre-security building and the airside, post-security concourse meet stringent LEED Silver requirements for sustainable site development, water
savings, energy efficiency, materials selection and indoor environmental quality.
LEED certification is an internationally-recognized benchmark which provides independent, third-party verification that a facility was built using the highest standards for highperformance green efficiencies.
"Achieving LEED Silver certification on two buildings this large, with such intense daily public use, speaks to the vision and collaboration of the airport and its partners,” said G.
Hardy Acree, Director of Airports for the Sacramento County Airport System. “We are thankful to the Sacramento County Board of Supervisors for their leadership in helping us
create a terminal that can serve the air travel needs of our community for years to come."
"Green technology is a cornerstone of the next economy,” said Don Nottoli, Chairman of the Sacramento County Board of Supervisors. “Terminal B is an outstanding example of
what can be achieved when technology is combined with a beautiful, functional building which will serve and support our regional economy."
The 740,000-square-foot terminal project, dubbed "The Big Build," was designed by Corgan Associates in association with Fentress Architects and managed by Paslay
Management Group and AECOM. Construction was performed by Austin-Walsh Construction Joint Venture and Turner + FCI in association with Teichert. LEED consultation was
provided by Lionakis.
The team incorporated sustainable design principles throughout development of the project. LEED certification was based on a number of building features that benefit the
community, including:
• Extensive use of day-lighting with dimmable fluorescent and LED lighting which offsets energy used for artificial lighting.
• A heat-reflecting cool roof, energy-efficient LowE glass and exterior shade devices that block solar heat, reducing the need for air conditioning
• 85 percent of construction waste from the landside facility and 99 percent of construction waste from the airside facility was diverted from landfills (recycled or used elsewhere)
• Low-flush fixtures and automatic water fixtures are used throughout facility
• Nine acres of asphalt parking were restored back to landscape and natural habitat to reduce greenhouse gas effects.
• Drought-tolerant landscaping encircling the terminal is irrigated by groundwater (not potable water)
• Use of 68,000 board feet of reclaimed redwood, including portions of the demolished Franklin-Thornton Bridge, which was incorporated into ceiling of Central Terminal B.
Airport administrators worked with LEED-accredited professionals and engineers from the Sacramento Municipal Utility District to maximize energy efficiencies.SMUD estimates
that the terminal yields a greenhouse gas reduction of 793 metric tons of carbon dioxide annually, the equivalent to planting more than 33,000 trees or removing 165 cars from the
By implementing environmentally-sustainable practices, Sacramento International Airport has shown it is in step with the airport industry as a whole, said Greg Principato,
president of the Airports Council International-North America (ACI-NA).
“Sacramento’s achievement of LEED Silver certification on Terminal B is a shining example of the green building and sustainability concepts that airports across North America
have been implementing to minimize airport environmental impacts while improving the overall passenger experience,” said Principato.
Sacramento County Airport System is responsible for planning, developing, operating and maintaining the county’s four airports: Sacramento International Airport, Executive
Airport, Mather Airport and Franklin Field. The economic impact of the Sacramento County Airport System is more than $4 billion annually.
SCAS is responsible for planning, developing, operating and maintaining the county’s four airports: Sacramento International Airport,Executive Airport, Mather Airport and Franklin
Field. For more information on the system, visit sacramento.aero.
California-based Carrier Will Launch New Nonstop, Low-fare Service from San Francisco (SFO) to DCA later this summer
San Francisco – May 14, 2012 – Virgin America, the only major airline headquartered in California, received U.S. Department of Transportation (DOT) approval today to launch one daily nonstop flight between its
home base of San Francisco International Airport (SFO) and Ronald Reagan Washington National Airport (DCA). Virgin America plans to initiate the new service later this summer, subject to finalizing flight schedule
times with DOT.
“We are pleased to have the opportunity to bring our unique brand of service to this underserved route – and to better connect one of the world’s leading economies to our nation’s capital,” said David Cush,
President and CEO of Virgin America. “Until this year, San Francisco has been the largest travel market in the nation previously without nonstop flights to DCA, and local travelers and businesses deserved better.
Thanks to the outpouring of community support for our application from Bay Area elected officials, civic groups and business organizations and the DOT’s decision today, we will finally be able to provide local flyers
and businesses with more choice and meaningful low fare competition.”
The new route became available following the enactment of the FAA Modernization and Reform Act of 2012 which authorized the DOT to award a limited number of new flights to U.S. domestic airports located
beyond DCA’s 1,250-mile “perimeter limit.” Multiple carriers filed competing proposals for new DCA services earlier this year for the valuable “beyond perimeter” slots that allow carriers to fly nonstop to cities
more than 1,250 miles from DCA.
Most of the prior “beyond perimeter” awards had been made to non-California airports. Smaller markets awarded DCA flights in the past include: Denver (four frequencies), Seattle (two frequencies) and Phoenix
(three frequencies). Despite its size and the importance of Northern California’s innovation-based technology sector to the national economy, prior to this year the Bay Area never had nonstop service to DCA. As a
result, local consumers and businesses suffered for decades with higher fares and limited choices – either flying to Washington Dulles or taking one-stop connecting flights when traveling to downtown Washington,
With fleetwide WiFi, power outlets, touch-screen live entertainment and new aircraft with three classes of service, Virgin America’s business-friendly product has offered a unique new option for local businesses
and flyers.
Virgin America is one of the few growing airlines in the U.S. In addition to the airline’s impact on fares and service, Virgin America’s decision to headquarter in California has created thousands of local jobs. Since
its launch in 2007, the airline has expanded to 18 new markets and created more than 2,600 new jobs. Virgin America flies to San Francisco, Los Angeles, New York, Washington D.C. (Dulles), Seattle, Las Vegas, San
Diego, Boston, Fort Lauderdale, Orlando, Dallas-Fort Worth, Los Cabos, Cancun, Chicago, Puerto Vallarta, Palm Springs, Philadelphia, Portland (as of June 5, 2012) and Washington Reagan National (as of later this
Media Contact: Jennifer Thomas (650) 274-7329 / [email protected]
EDITORS NOTE: Virgin America is a U.S.-controlled and operated airline and is an entirely separate company from Virgin Atlantic. Sir Richard Branson’s Virgin Group is a minority share investor in Virgin America.
About Virgin America: Headquartered in California, Virgin America is a new domestic airline that offers guests attractive fares and a host of innovative features aimed at reinventing air travel. As the only airline
headquartered in the Bay Area, Virgin America’s principle base of operations isSan Francisco International Airport’s (SFO) sleek and sustainable new Terminal Two (T2) – the first LEED® Gold-certified airport
terminal in the U.S. As one of the few expanding U.S. airlines, Virgin America has grown from a few hundred teammates in 2007 to 2,600 today. Known for beautifully-designed planes with WiFi, power outlets and
touch-screen entertainment at every seat, Virgin America has swept the travel awards since its 2007 launch, including being named “Best U.S. Airline” in Condé Nast Traveler’s Readers’ Choice Awards and Travel +
Leisure’s World’s Best Awards. The airline’s new aircraft offer interactive in-flight entertainment systems and power outlets near every seat. For more: www.virginamerica.com
NORTH CHARLESTON, S.C., May 23, 2012 /PRNewswire/ -- Boeing (NYSE: BA) today marked another 787 milestone as the
first Dreamliner built in South Carolina completed its first flight. Piloted by Tim Berg and Randy Neville, the airplane successfully
conducted a five-hour test flight. More than 5,000 Boeing South Carolina employees watched a live broadcast of the airplane as it took
off from Charleston International Airport.
"This is a proud moment for our Boeing South Carolina team and for Boeing," said Jack Jones, vice president/general manager, Boeing
South Carolina. "In April, we gathered on the flightline to watch this airplane roll out of final assembly. Today, we watched as this
airplane successfully completed its first production flight - one step closer to delivering our first South Carolina-built 787 Dreamliner
to our customer."
Today's production flight test profile tested the airplane's controls and systems in a series of scenarios designed to verify the airplane
operates as designed. The tests occurred in all stages of flight beginning prior to taxi, through final landing and taxi.
During the flight, the crew checked the functionality of onboard systems at high and medium altitudes. They also checked backup and
critical safety elements including cabin pressurization, avionics, and navigation and communications systems. In addition, they shut
down and re-started each engine during flight.
"First flight of this South Carolina-built airplane is a significant achievement and our teammates did a great job working together to
make this happen," said Berg. "The airplane performed exactly as we expected."
The airplane will be flown to Ft. Worth, Texas to be painted with Air India's livery before returning to Boeing South Carolina for a mid2012 delivery.
Candy Eslinger
Boeing South Carolina
+1 843-819-1488
[email protected]
Photo and caption are available here: http://boeing.mediaroom.com
* Inform the public on the organization’s
* Narrow and broad in scope…
* Direct stories to reach audiences that
contribute to the organization’s goals and
* Visibility and positioning
* Third-party catalysts
* Resource expert
* Failing to hit the target
* Lacks news value
* Questions as opposed to answers
* Custom fit
* Writing…
* Avoid overly descriptive language, superlatives, jargon, and
inappropriate quotes
* Proofread for credibility issues as a result of misspellings,
grammatical errors
* Consult AP (Mobile App)
* Inverted pyramid
* Headline, subhead, lead (lede)…
* 5Ws and an H
* Quotes
* ABCs
* Elements of the release…
* Layout and design on the organization’s letterhead
* Contact information
* Page slugs
* Twelve-point Times Roman font
* Measurement and Audience reached…
* Traditional
* Public Response
* Clipping Services
* Digital
* Google Analytics
* Facebook Insights
* Hootsuite Report Generator
You Tube
Mobile Application
Word Press
*Your involvement is reflected on your commitment
* On-line media resources…
* http://mashable.com/2012/05/22/airport-avatar/
* http://stuckattheairport.com/
* http://blog.sleepinginairports.net/
* Trustworthiness – “maintaining standards of honesty
and integrity,” (Goleman, 2006)
* Conscientiousness – “taking responsibility for personal
performance,” (Goleman, 2006).
* Service Orientation – “anticipating, recognizing, and
meeting customers’ needs,” (Goleman, 2006).
* Communication – “listening openly and sending
convincing messages,” (Goleman, 2006).
* http://www.wikihow.com/Write-a-Press-
* http://www.publicityinsider.com/release.asp
* http://www.problogger.net/archives/2010/12/
* byliner.com
* There are plenty more sites, but this is a good start.
Relationships are the building blocks of E.I. – both the
relationship of self to one’s own emotions and the
relationship of self to others and the emotions of
others. Truly, the highest form of public relations is
the same as a high level of emotional intelligence.
Dr. Timothy L. Howard
Sacramento State