Alexandria Fairchild work examples:

1. This sample is a press release I wrote this summer as an intern

for a public relations firm. It discusses the start of production for a
documentary film.

NEW DOCUMENTARY OVER THE RAINBOW SHOWS THE PLIGHT OF THE

LGBT COMMUNITY IN CHINA
Showcasing the immigration of Chinese homosexuals to America to escape prejudice

Los Angeles, CA Production has begun on the feature film documentary Over The Rainbow. The film profiles
Chinese homosexuals who have moved to the U.S. in order to escape prejudice at home. Director Xuan Zhang
hopes to tell the story of these immigrants in order to raise awareness of the conditions in China, and to
encourage members of the LGBT community in China to fight for equal rights.
Xuan Zhang is working closely with the China Rainbow Network, the largest Chinese LGBT association in
America, to share the experiences of Chinese homosexuals living in America. As a doubly marginalized
minority, the Chinese LGBT community has a lot to share with the public, and the China Rainbow Network is
helping them do so. The film will feature footage from this years Pride Parade in New York City, where the
China Rainbow Network became the first Chinese LGBT organization to participate in the event. It will also
showcase an all male match-dating event hosted by the China Rainbow Network in Chicago. President of the
China Rainbow Network, Shuai Shao, said I am glad to see that someone like Xuan, with a strong
professional background and a deep understanding of our community, is willing to make a documentary on this
topic. I believe it will be meaningful for us. Shao shares his own story and struggle in the documentary.
In China, homosexuals are demonized and outcast from society. Many people believe that homosexuality is a
psychological problem, immoral, or just a passing fad. Most gay people are afraid to come out due to the lack
of legal and social support, and 80% of Chinese homosexuals enter heterosexual marriages as a cover to prevent
discrimination and humiliation. Ruoyo Zhang, a member of the China Rainbow Network said, The ignorance
of the government and the majority, the lack of education about homosexuality, and the passiveness of Chinese
homosexual people all contribute to the marginalization of Chinese gay people. Ruoyo expects the film to
increase visibility of the LGBT group in an integrated way and to offer a scientific foundation for the gay rights
movement in China. Xuan Zhang has described the fear her homosexual friends live with, and hopes that this
film will encourage them to speak up for themselves and appeal for equal rights.
Creator of Over The Rainbow, Xuan Zhang, works as a producer in both China and Hollywood, hoping to build
a bridge between the two film industries. She is also currently working as a producer on the feature film Emily
@ The Edge of Chaos, featuring John Lithgow, Lily Tomlin, Lenord Nimoy, and Fred Willard.
###

2. This sample is taken from a blog I created that examines the way
different retailers utilize social media.
This post discusses
Walmarts use of social media. More posts can be found at:
fairchal.wordpress.com.

Walmarts Smart Strategy

Walmart is one of the largest retailers in the world. They are also, as no surprise, the most liked retailer
on Facebook. With more than 31 million Facebook friends, Walmart is leading the pack when it comes to social
media. So how does the retailer manage its social media presence so well? With a great plan and team.
In a Q&A with Ragan.com Chad Mitchell, senior director of digital communications for Walmart, talked about
their developmental process for social media. He said: "Its really all about content and audiences. When we
formed our digital team, one of our first tasks was to better understand our existing audiences as well as the
ones we wanted to reach." He then went on to say, "Next we looked at our content and developed a strategy for
how we would deliver that content to key audiences and stakeholders." The strategy the team came up with?
Creating 7 Twitter accounts instead of just one. This way, the company can gear content towards specific
audiences on different Twitter handles.
Walmart uses its different Twitter handles for different purposes. For example, @WalmartGreen is
focused on sustainability, @WalmartNewsRoom is the handle used for press releases and public service
announcements, and @WalmartVeterans is meant to engage in conversations with veterans and to discuss issues
of importance to veterans. While the ability to balance and maintain 7 Twitter handles is impressive in itself,
what is even more noteworthy about Walmart on Twitter is the way the marketing team devised the plan. They
did not simply decide to create 7 Twitter accounts for fun, as Chad Mitchell explained in the Q&A, the team
developed its objectives and then shaped its social media strategy to match those objectives. This type of
approach to plan development really pays off.
Walmart CMO, Stephen Quinn, spoke at a marketing conference last year about how important social
media is to the brand. He explained that the company was achieving a very high return on investment from
Twitter and Facebook. The company undoubtedly attributes this to the high number of fans on these sites, and
the time and attention spent engaging in conversations. Along with an internal team of employees, Walmart
works with outside agencies to help maintain conversations with customers. Stephen Quinn emphasizes the
importance of outside help for Walmart saying, "When you are [publishing] six, seven, eight posts a day, you
need people who are able to turn on a dime and react to those things."
Seeking the help of outside agencies has proven to be beneficial to Walmart as they continue to uphold
their grand social media presence in 2014. The most important thing other brands should learn from Walmart is
that success takes planning. As Chad Mitchell explained, planning and objectives must come before the action.
Any brand can create a profile on social networks, but the key to seeing results and gaining success, is to have a
well developed plan and a strong team to carry it out.

4. This is an open letter of apology written as part of a Crisis

Communication campaign for Volkswagen following the recent
emissions crisis.