PR Analysis Assignment 9


The #9 is my lucky number and that’s why I’m choosing to share this PR analysis assignment I completed for my class tonight. The assignment involves choosing a website from a list of 3 choices then answering the following questions:

Is there any news value? Is it clear who to contact for more information? Do the quotes sound real or simply fabricated? Do you get lost in the detail? Does the headline and lead paragraph make you want to read more or does the question ‘So What?’ simply come to mind. Does the release raise questions that aren’t answered in the release?

Here’s what I said in my analysis assignment:

I chose the smaller local company Thrifty Foods for my analysis assignment 9. This news release was published on Jan. 3, 2014 and can be found at this permalink: Thrifty Foods Port Place Nanaimo Only Voluntary Recall Cooked Chickens and Chicken Pieces. Thrifty Foods mentions “no reported illnesses associated with the consumption of these products.”

There is great news value in this release because Thrifty Foods is providing consumer value by delivering timely product information. Food is being recalled because “a possible chemical contaminant” may have come into contact with the food. The recall items were sold at “Port Place 650 South Terminal Avenue, Nanaimo, British Columbia.”

This release also serves as a public warning to ensure customers who may be reading the release (if they are browsing the Thrifty Foods website when this happened) would avoid purchasing “Whole Barbecue Chicken, Chicken Breasts or Chicken Legs produced and sold hot at the store on January 3, 2014 between 3-6 p.m.” Customers get a full refund for their purchases and can return items at any Thrifty Foods location. There is a clear media contact (with phone #) listed at the end of the release as well as a separate contact # for Thrifty Foods Customer Service.

While there are no direct quotes in the release, the information provided therein is realistic, concise and easy-to-read. No unnecessary details were provided that could confuse the reader. As well, the most important answers are provided (5W and H). No questions were raised in this release that weren’t provided there. The table they provided is a handy guide for those reading the release and I thought this was a nice touch. I post it here for reference:




Best Before Date

Thrifty Foods

Whole Barbecue Chickens-Regular


January 4, 2014

Thrifty Foods

Barbecue Chicken Breasts

(starting) 286385

January 4, 2014

Thrifty Foods

Barbecue Chicken Legs

(starting) 286401

January 4, 2014

The headline and lead paragraph made me want to read more – the reason I chose this release over the other one available was because the headline and subheading grabbed my attention. It also was an immediate answer to me asking “So What?”. Overall this release had good information and was straightforward and I enjoyed reading it and doing the analysis for it. Thanks!


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