PRL 605: PUBLIC RELATIONS WRITING CLASS ASSIGNMENT - FOR CLASS PURPOSES ONLY

American Cancer Society and

Paramount Pictures present:
Drive-In for Life
Media Kit 2010

Event Information:
Oct. 1 to Oct. 3, 2010
Showings at 7 p.m. and 10 p.m.
Finger Lakes Drive-In Theater
1064 Clark Street Rd.
Auburn, N.Y. 13021
$5 Admission/person

Contact Information:
Elise Trent
American Cancer Society
Media Relations Officer
(703) 927-8109
etrent@syr.edu

Linda Smith
Paramount Pictures
Media Officer
(555) 637-8279
lsmith@par.com
 PRL 605: PUBLIC RELATIONS WRITING CLASS ASSIGNMENT - FOR CLASS PURPOSES ONLY

Drive-In for Life Media Kit

Table of Contents

Page 1: Oct. 10 Press Release

Page 2: American Cancer Society - Organization Overview

Page 3: Paramount Pictures - Company Overview

Page 4: Biographies

American Cancer Society CEO Jeff Seffrin

American Cancer Soceity President Dr. Alan Thorson

Paramount Pictures Corporation Chairman and CEO Brad Grey

Page 5: General Cancer Fact Sheet

Page 6: Current Issue of the American Cancer Society, Syracuse Division

Employee Newsletter

Drive-In for Life Media Kit • Oct. 2010

 PRL 605: PUBLIC RELATIONS WRITING CLASS ASSIGNMENT - FOR CLASS PURPOSES ONLY

Oct. 10, 2010

American Cancer Society Media Contact:

Elise Trent (703) 927-8109 etrent@syr.edu
FOR IMMEDIATE RELEASE
Paramount Pictures Media Contact:
Faith Hill (555) 637-8279 fhill@par.com

American Cancer Society and Paramount Pictures Join Forces for “Drive-In For Life”

Syracuse, N.Y. - American Cancer Society and Paramount Pictures are partnering to host a drive-in
movie weekend at the Finger Lakes Drive-In Theater in Auburn, N.Y. Oct. 1 to Oct. 3. The theater will be
showing a newly released movie at 7 p.m. and 10 p.m. each night.

“Paramount is proud to pair such a good old traditional American movie experience with a great cause
like the American Cancer Society,” said Executive Vice President of Movie Screening Jason Aldeno.

Admission will be $5 per person; food and beverages will be available at the Finger Lakes Drive-In
snack bar. 100 percent of the revenue will go to the Syracuse Division of the American Cancer Society.

“We look forward to raising cancer awareness this coming weekend with Drive-In for Life,” said
American Cancer Society Syracuse Division President Michelle Lambert. “And we encourage families
and people of all ages to attend this wonderful event.”

“Iron Man 2” will be shown Friday, Oct. 1. “Middle Man” will be shown Saturday, Oct. 2, and “Dinner
for Schmucks” will be shown Sunday, Oct. 3. Tickets may be purchased at the door or in advance. Please
visit http://www.cnycancer.org/drivein to purchase tickets, make a donation, get directions, and obtain
additional information regarding the Drive-In for Life.

About American Cancer Society The American Cancer Society is a national non-profit committed to
cancer-related research, prevention measures, and cures. Some of the American Cancer Society’s most
notable fundraisers include “Relay for Life” and the “Hopkins 4K for Cancer.”

About Paramount Pictures Corporation Paramount Pictures Corporation is a subsidy of Viacom Inc,
and focuses on film production and distribution. Founded in 1912, Paramount Pictures Corporation is
one of the top-grossing media studios and is American’s oldest operating film studio.

###

Drive-In for Life Media Kit • Oct. 2010 pg. 1

 PRL 605: PUBLIC RELATIONS WRITING CLASS ASSIGNMENT - FOR CLASS PURPOSES ONLY

American Cancer Society Organization Overview

The American Cancer Society was founded in 1913 in New York, N.Y. under the name American
Society for the Control of Cancer by a coalition of 15 physicians and businessmen.

The non-profit is divided into 13 geographical subdivisions and operates over 3,400 offices in the
United States and Puerto Rico. American Cancer Society is headquartered in Atlanta, Ga.

The organization’s symbol is an upward pointing sword encircled by two serpents. The symbol,
designed by George E. Durant, was adopted in 1928. The serpents represent the scientific and
medical focus of the organization; the blade is indicative of the organization’s crusade against cancer.

Some of the organization’s most notable fundraisers
include “Relay for Life,” “Hopkins 4K for Cancer,” and
the “Great American Smokeout.” American Cancer
Society is also using social media and digital platforms
to raise money with “Relay for Life of Second Life” and
mobile phone campaigns. The money raised by the
American Cancer Society can go towards research
grants, research programs, prevention programs,
patient support programs, detection and treatment
programs, and future fundraising events.

The American Cancer Society’s efforts can be divided

“Relay For Life” in Atlanta, Ga. on May 15, 2010 into five subdivisions: information dissemination,
prevention measures, support/treatement, research, and
involvement. The non-profit is dedicated to increasing cancer awareness and knowledge. The official
website contains information regarding over 60 different types of cancer and the American Cancer
Society promotes awareness for a wide variety of cancer types and stages. The American Cancer
Society also stresses the importance of reducing cancer risk by avoiding or reducing factors that can
contribute to cancer, such as tobacco use and sun exposure.

Survivor support and treatment information is also available via the American Cancer Society
website and information campaigns. After diagnosis, the American Cancer Society works to help
patients understand their diagnosis, find treatments, be informed, and understand all of the steps to
recovery. The American Cancer Society promotes and finances revolutionary, cutting-edge research
for new cures and treatments. Through the support of volunteers, the American Cancer Society is
able to maximize its potential to reach Americans and fight cancer. Volunteers are the backbone of the
organization and provide a significant portion of the manpower for the organization’s fundraisers.

American Cancer Society Mission Statement:

The American Cancer Society steadfastly promotes cancer research in hopes of finding cures and
treatments. The organization seeks strong community involvement and support in its fight against
cancer. The American Cancer Society aims to increase cancer awareness and knowledge through
partnership events and information campaigns.

For more information about the American Cancer Society please visit http://www.cancer.org/
aboutus/index or contact Media Relations Specialist Elise Trent at (703) 927-8109 or etrent@syr.edu

Drive-In for Life Media Kit • Oct. 2010 pg. 2

 PRL 605: PUBLIC RELATIONS WRITING CLASS ASSIGNMENT - FOR CLASS PURPOSES ONLY

Paramount Pictures Corporation Company Overview

Paramount Pictures Corporation is a global filmed media studio and filmed media producer/
distributor. Company subdivisions include digital, home entertainment, network and cable
television, studio operations, and consumer products & relations.

Adolph Zukor founded the Famous Players Film Company after successfully operating a New
York nickelodeon and distributing the “Queen Elizabeth” 1912 movie. Adolph Zukor produced and
distributed movies in New York for one year before investing in Paramount Pictures film distribution
company and becoming a leading director for the company.

Paramount Pictures Corporation is Hollywood’s

oldest film studio and is located in the Hollywood
district of Los Angeles, Calif. The company’s logo
is also the oldest Hollywood logo still in use and
has represented the company since its inception
almost a century ago.

The Paramount Pictures Corporation operates

several labels including Paramount Pictures, MTV
Films, Nickelodeon Movies, Paramount Vantage,
and Paramount Classic.

Paramount Pictures Corporation has a long-
Paramount Pictures Studio in Hollywood
standing philanthropic tradition. For
Viacommunity Day, sponsored by Paramount
Picture Corporations’s parent company Viacom Inc., over 1,000 Paramount Pictures Corporation
employees volunteered across the globe. Paramount Pictures Corporation has proudly partnered
with many organizations for fundraisers across the globe.

Paramount Pictures Corporation is a subsidy of Viacom Inc. Viacom Inc. is a premiere global
entertainment content company.

Paramount Pictures Mission Statement

Paramount Pictures Corporation strives to provide viewers with exceptional film-based

entertainment through a variety of media mediums such as television, movies, and the Internet.
Paramount Pictures Corporation aims to be the industry leader in both production and distribution
of film and television content.

For more information about Paramount Pictures please visit http://www.paramount.com/studio/

history or contact Media Specialist Linda Smith at (555) 637-8279 or lsmith@par.com.

Drive-In for Life Media Kit • Oct. 2010 pg. 3

 PRL 605: PUBLIC RELATIONS WRITING CLASS ASSIGNMENT - FOR CLASS PURPOSES ONLY

American Cancer Society CEO John Seffrin Biography

John Seffrin has been the CEO of the American Cancer Society since
1992. During his tenure, Seffrin has worked to strengthen the
organization’s legislative voice and develop the organization into the
largest cancer-related volunteer health organization. Seffrin led the
development of the American Cancer Society Cancer Action Network in
2001. This organization is the American Cancer Society’s non-profit,
non-partisan advocacy affiliate. This organization represents the
American Cancer Society’s lobbying and advocacy efforts.

He has felt the impact of cancer in his own life, losing his grandmother
and mother to the disease. In addition, his long-time wife, Carole, is a
breast cancer survivor. Prior to his current position, John Seffrin was
a professor of health education at Indiana University and chairman of the Department of Applied
Health at Indiana University from 1979 to 1992. Seffrin has also served as the president of the
International Union Against Cancer and the C-Change Steering Committee. He also spearheaded
the creation of the National Center for Tobacco-Free Kids.

American Cancer Society Syracuse Division President Dr. Richard

O’ Donnell Biography
Dr. Richard O’ Donnell was recently elected president of the Syracuse
Division of the American Cancer Society by the 2009-2010 board of
directors during the September 2009 elections for president. He will also
be serving as president of the American Cancer Society Cancer Action
Network for Central New York.

Prior to his newly elected presidency, Dr. O’ Donnell served as a clinical
professor of surgery at SUNY Upstate Medical University in Syracuse,
N.Y. He completed a residency in brain surgery at Crouse Hospital in
Syracuse, N.Y. and worked as a brain surgeon at Crouse Hospital for 10 years following his
residency. He recieved his medical degree from SUNY Upstate Medical University.

Paramount Pictures Corporation Director of Philathropy Mike Davis

Mike Davis has partnered Paramount Pictures Corporation with
numerous non-profits across the globe to benefit such areas of research
as cancer, HIV/AIDS, and childhood obesity.

As director of philanthropy, Mike Davis spearheaded the creation of

Viacommunity Day, a global day of service for Viacomm, Inc.
employees across the world to reach out and help their local
communities. Last year, over 1,000 Viacomm, Inc. employees, 247 of
which were from Paramount Pictures Corporation, planted 4, 758 trees
in parks throughout the globe.

Drive-In for Life Media Kit • Oct. 2010 pg. 4

 PRL 605: PUBLIC RELATIONS WRITING CLASS ASSIGNMENT - FOR CLASS PURPOSES ONLY

American Cancer Society

Cancer Specialist Contact:
Maria Smith
(704) 839-9938
msmith4@acs.org

General Cancer Overview Fact Sheet

What is cancer?
According to the United States Government’s National Cancer Institute, the term cancer
includes all diseases consisting of abnormal cells that not only divide uncontrollably, but
also invade other tissues in the body

What is the difference between a benign tumor and a malignant tumor?

A benign tumor is a collection of abnormal cells that do not metastasize (spread) to other
organs or tissue and can usually be surgically removed. A malignant tumor is a collection of
abnormal cells that spreads to other tissues and organs and continue reproducing mutated,
abnormal cells.

How is cancer caused?

Cancer begins in an abnormal cell which typically mutates rapidly into a pre-cancerous
lesion and later a malignant tumor.

How many people will be diagnosed with a new case of cancer this year?
An estimated 5.2 million new cases of cancer will be diagnosed this year.

How many deaths will occur from cancer this year in the United States? In the world?
Cancer will claim approximately 560,000 lives in the United States in 2010. Cancer will
claim approximately 7.4 million deaths worldwide in 2010.

Can cancer be prevented?

The World Health Organization estimates that avoiding or reducing risk factors could
prevent approximately 30 percent of cancer. Risk factors include: tobacco use, obesity, and
alcohol.

How does early detection help?

Cancer treatments can be more effective in eliminating abnormal cells and tumors if
the cancer is detected early. Early detection can help doctors find the cancer before it
metastasizes (spreads) to other body tissue(s).

For more information please visit:

http://www.cancer.org, http://www.cancer.gov, or http://www.who/int

References:
National Cancer Institute (N.C.I.) - http://www.cancer.gov/cancertopics/what-is-cancer
World Health Organization (W.H.O.) - http://www.who.int/mediacentre/factsheets/
fs297/en/index.html

Drive-In for Life Media Kit • Oct. 2010 pg. 5

 PRL 605: PUBLIC RELATIONS WRITING CLASS ASSIGNMENT - FOR CLASS PURPOSES ONLY

American Cancer Society’s

Syracuse Division Quarterly
Employee Newsletter

In this month’s Fundraising Partnership

newsletter: with Paramount Pictures
“Drive-In for Life” by Elise Trent
Fundraiser pg. 1
The Syracuse Division of the
American Cancer Society will partner with
Paramount Pictures to host the first ever
National Cancer “Drive-In For Life.”
Institute Receives The “Drive-In For Life” will occur at
Grant for Cancer Paramount’s Director of Movie the Finger Lakes Drive-In Theater in Auburn
Research pg. 2 Screening Joseph Robertson Oct.1 to Oct. 3. Movie screenings will begin at
7 p.m. and 10 p.m. each night.
“Iron Man 2” will be shown on Friday, “Middle Man” will be
“Official Sponsor shown on Saturday, and “Dinner for Schmucks” will be shown on Sunday.
of Birthdays” Paramount Pictures is generously donating the movie reels for this event.
The Finger Lakes Drive-In Theater snack bar will be selling a
Campaign pg. 2
variety of food and beverages during the event.
The Syracuse Division of the American Cancer Society will receive
100 percent of the revenue from ticket and snack bar sales.
“More Birthdays” At the event, please park in one of the designated parking spaces.
Mobile Application The movie will be projected onto a large projection screen and visible
Launch Event pg. 3 from all parking spaces. Please tune the car radio to 98.7 FM to receive
audio.
The board of directors for the Syracuse Division of the American
Meet New Employee Cancer Society are proud to be the first American Cancer Society division
Mike Brown pg. 4 to host such an event.
“Our goal with this event is for everyone to have a great time
for a great cause,” said Syracuse Division President Michael Scott. “By
partnering with Paramount Pictures, we hope to support cancer research
Employee with this fundraiser in both an enjoyable and purposeful way.”
Birthdays pg. 4 Paramount Pictures Director of Movie Screening Joseph Robertson
looks forward to visiting Syracuse to aid with the operation of the “Drive-
In for Life” fundraiser.
“I think showing the movies at a drive-in is a great way to
raise money for cancer research since the fundraiser is so unique and
nostalgic,” said Joseph Robertson. “We at Paramount Pictures are
delighted to be working with such an accomplished non-profit and look
forward to building a stronger philanthropic relationship in the future.”
In order to receive free admission to the event, please present an
employee badge at the ticket booth. Employees are encouraged to bring
family and friends of all ages.

Employee Newsletter • September 2010 Page 1

 PRL 605: PUBLIC RELATIONS WRITING CLASS ASSIGNMENT - FOR CLASS PURPOSES ONLY
National Cancer Institute
Receives Large Throat
Cancer Research Grant
by Elise Trent
The National Cancer Institute, located in
Bethesda, Md., received a throat cancer research
grant on Sept. 15 from the United States
Government’s Department of Health.
The National Cancer Institute is a subdivison
of the National Institutes of Health. The institute
has approximately 1,500 employees.
From the grant, the National Cancer Institute
will receive $ 5.43 million towards four different
throat cancer studies the institute will sponsor in
New “Official Sponsor of
Birthdays” Campaign
by Elise Trent
On Oct. 1, the national headquarters of the
American Cancer Society launched the national
“Official Sponsor of Birthdays” campaign. This
new campaign aims to celebrate each year of life
for individuals of all ages across the globe.
Public service announcements will be aired on
national television stations, basic cable channels,
major radio stations, and XM radio stations.
Employee Newsletter • September 2010 Page 2
the coming year.
One study will be spearheaded by Professor
Mike Donaldson, PhD., from The John Hopkins
University in Baltimore, Md. His study will
investigate a potential causal link between
genetic predisposition and throat cancer
survival rates among white males. Researchers
will look at medical records of participants.
Study participants will also be interviewed by
researchers concerning their smoking patterns
and medical histories. The participants are
voluntarily disclosing personal medical histories.
The second study will be led by National
Cancer Institute Principal Researcher John
Josephson and a team of six National Cancer
Institute researchers. The study will be conducted
in Bethesda, Md. The team will investigate the
effects of throat cancer (continued on page 3)
Print advertisements will appear in a
variety of mainstream publications and major
newspapers.
Along with mainstream media, the American
Cancer Society will be enlisting the support of
entertainers for web-based campaign tactics.
Teen popstar Justin Bieber is schedule to film
a brief video advertisement for the campaign.
His video will be posted to YouTube and the
official American Cancer Society website.
Mariah Carey will be supporting the “Official
Sponsor of Birthdays” campaign at her birthday
party in New York City on Oct. 21. She has
requested that all guests donate to the campaign
in lieu of purchasing a birthday present for her.
Across the nation, social media directors
assigned to the “Official Sponsor of Birthdays”
campaign will be promoting the campaign via
Facebook, Twitter, del.i.cious, YouTube, Digg,
and Foursquare accounts.
In addition, during the month of December,
mobile phone subscribers can text message
“birthday” to 45546 to send a 5 dollar donation
to the American Cancer Society. The 5 dollar
donation will be added to the subscriber’s
monthly mobile phone bill.
The campaign will run until Oct. 1, 2011 when
it will be evaluated for levels of effectiveness.
 PRL 605: PUBLIC RELATIONS WRITING CLASS ASSIGNMENT - FOR CLASS PURPOSES ONLY
public service announcements among young
adults who smoke a pack or more of cigarettes
per day. Young adults between the ages of 20
and 25-years-old will view throat cancer public
service announcements. The participants will
then complete an extensive survey concerning
the effectiveness of the public service
announcements. The subjects involved in the
study will also participate in a 60 minute focus
group led by researchers.
The third study to be funded by the grant
will be directed by University of Maryland,
College Park, Professor Don Snickerson,
PhD. This study will evaluate the success
and effectiveness of a prior Maryland State
Department of Health throat cancer print
campaign targeted at reducing smoking
among Maryland public high school students.
Participants will be randomly selected from
all Maryland public high schools across the
state. They will be asked to complete an online
survey regarding the print campaign. To test
the residual effects and impact of the campaign,
participants will view a series of throat cancer
print advertisements and be asked to indicate
which advertisements were printed as part
of the Maryland State Department of Health
throat cancer print campaign and which print
advertisements were not part of the campaign.
The results of this study will aid the Maryland
State Department of Health in its decision to
renew the campaign in future years.
The last study that will receive funding from
the government grant will be conducted at
Employee Newsletter • September 2010 Page 3
Montgomery College in Silver Spring, Md. The
study will be run by five doctoral candidates
under the supervision of Montgomery College
Professor John Michaelson, PhD. The research
team will evaluate data from Montgomery
College students to determine whether there
may be a causal link between diet and throat
cancer rates. Student participants will keep
detailed journals for the next five years. They
will record detailed accounts of food and
beverages consumed during this period as
well as detailed accounts of their personal
behaviors, such as smoking and drug use. This
is a preliminary study which may or may not
be conducted on a larger scale using a larger
population pool in future years. The study is
an initial investigation into a potential link
between throat cancer and diet and will not
come to any generalizable conclusions based on
the brief time period and small sample pool used
to select participants for the study.
These studies may yeild valuable data for
the American Cancer Society to use in future
campaigns. Concrete statistics, especially those
provided by credible third-party researchers,
have proven to be effective tools of persuasion in
cancer campaigns.
Statistics gathered from research, such as the
aforementioned four studies, aid the American
Cancer Society with prevention measure
campaigns aimed at reducing the prevalence of
risk factors in the lives of individuals in order to
reduce the risk for cancer.
Mobile “More Birthdays”
Application for iPhone
The national headquarters for the American
Cancer Society will soon be releasing more
information regarding this new mobile
application. Each division of the American
Cancer Society will host a launch event.
The application is meant to increase
awareness about both the American Cancer
Society and the organization’s recently launched
“Official Sponsor of Birthdays” campaign. With
the “More Birthdays” application, users will be
able to track birthdays and other life milestones.
 PRL 605: PUBLIC RELATIONS WRITING CLASS ASSIGNMENT - FOR CLASS PURPOSES ONLY

Meet Our New National Institutes of Health’s

Cancer Institute where he
Digital Strategist worked in the web programming
division for the previous 6 years
Michael Brown in Boca Raton, Fla.
He also worked for 10 years
by Elise Trent in the digital media division of
Verizon Communications Inc. in
Michael Brown will be McLean, Va.
joining the Syracuse Division Michael Brown has been
of the American Cancer Society married to his wife, Leslie, for 25
beginning Oct. 15. He will be the years. They have two daughters.
new Vice President of Syracuse Michelle is 13-years-old and
Digital Strategies. Joanna is 5-years-old. The
Name: The launch event for iPhone Brown family also has a 7-year-
Michael Brown “More Birthdays” mobile old golden retriever dog and a
application will be his first task in 5-year-old black tabby cat.
New Position: They will be residing in the
this new position.
Vice President of Fayetteville suburb of Syracuse.
Michael Brown will be in
Syracuse Digital His personal interests
charge of all mobile application
Strategies and web programming projects include playing golf, visiting art
for the Syracuse Division of the museums, watching television,
Phone Extension: and making origami birds.
American Cancer Society.
(704) 555 - 2343 ext. 334 A luncheon will be held on
In the coming months, he
will be working in conjunction Oct. 21 at 1 p.m. to welcome him
E-mail:
with the Albany Division and to the company. Sandwiches and
mbrown@syracs.org beverages will be provided by
Rochester Division to formulate
a social media and mobile phone the board of directors.
Office:
communication plan for the new Please stop by his office, 213B,
213B
“Official Sponsor of Birthdays” to wish him a warm welcome
campaign project. to the Syracuse area and the
He comes to us from the American Cancer Society.

Employee
Birthdays

Michelle Robinson
Sept. 29

John R. Smith
Oct. 31

If you have any questions, concerns, or comments about this issue of the employee newsletter, please contact Elise Trent, editor, by
phone at (703) 927-8109 ext. 555 or by email at etrent@syr.edu. All responses will be kept confidential.

Employee Newsletter • September 2010 Page 4