Laura Gonzalez WR 6 TA I COMM231 0201 March 27, 2013 A#2 Intro: Sustainability

Introduction: Sustainability
A. Mainbar is about Tim Careys, PepsiCos Sr. Director of Sustainability, lecture on the current trend Fortune 500 companies have adopted of utilizing sustainable business practices. The Sidebar is about PepsiCos creation of Dream Machines and their positive impact in recycling thus far. B. "The Business Case for Sustainability" by Tim Carey, PepsiCo: Sponsored by the Environment, Technology & Economy and Business, Society & Economy Programs of CP Scholars, the Environmental Science & Policy Program, and the Stamp. Tim Carey- Sr. Director of Sustainability Pepsi Beverages Company. T: (312) 821- 2386 E: tim.carey@pepsico.com Audience: approximately 80-100 students predominantly in CP Scholars programs and the Environmental Science & Policy Program. Event info: 5 p.m., March 4, 2013, Monday, Hoff Theater, Stamp Student Union The lecture discussed the benefits large companies can gain from implementing sustainable business practices. The event targeted students who be in the business field in the future and stressed the importance of sustainability for the health of the planet and its inhabitants. The audience listened respectfully throughout and during the Q&A section asked insightful, but sometimes pointed, questions. C. Sustainability practices are becoming more prevalent in big businesses and young professionals must develop new methods, based on past practices, to streamline environmentally conscious processes and remain in stride with their competitors. (more)

WR 6 TA I, COMM231 0201, A#2 intro Sustainability p.2 D. Business students- upon graduation, a student must be equipped the most current skill sets in order to achieve success and sustainable practices are a recent development in the field. Environmental advocates- (sustainableUMD, the Society for Green Business, UMD for Clean Energy among others) these students would be interested to hear this story because they may want to attend events such as these in the future or expand their knowledge of sustainable practices. E. News values Importance- environmental degradation has become a constant in popular media, and solutions to the problems as well as initiatives to improve the environment are welcomed by many publics. This topic discusses a popular public opinion Trends- Large companies have begun to switch to sustainable practices to improve environment. It has become commonplace for a company to institute green initiatives. F. LORI words and 3 Cs Daily- instead of every day Encouraged- instead of told Sizably- enhances reduce Power of procurement- ability to tell companies what they want Future professionals- instead of students Exacting queries- to show that the questions were straight forward and appeared to challenge the speaker

(more) WR 6 TA I, COMM231 0201, A#2 intro Sustainability p.3 G. Readability stats: Mainbar Word Count 417 SEO Character 45 Count Key Word sustainable= 11 Frequency environmental= 10 Carey= 9 Words Per 18 Sentence Sentences Per 1.9 Paragraph Passive Voice 0% Grade Level 15.4 Sidebar 229 49 machine= 9 recycle= 8 dream= 6 16.3 Advancer 85 38 sustainable= 3 environmental= 2 21.2 1 0% 12.4 0% 16.8

Tweet Character Counts: Before: Characters w/ hashtag/bitly = 138 o Characters w/out hashtag/bitly = 112 During: Characters w/ hashtag/bitly = 117 o Characters w/out hashtag/bitly = 91 After: Characters w/ hashtag/bitly = 110 o Characters w/out hashtag/bitly = 84 H. Leads Mainbar: Impact lead to prompt the audience to keep reading, I started off by linking the relevance of the meeting to my audiences lives. Sidebar: Summary I was discussing an item so it made since to quickly introduce the topic and follow with a nut soon after. The word limit did not yield my topic to any other option Advancer: Impact because I am attempting to entice the public to attend the lecture. I want to make them feel they are connected to the topic.

(more) WR 6 TA I, COMM231 0201, A#2 intro Sustainability p. 4 I. FORK method Focused on Sarah Stradas reason for attending lecture Organized her opinions so that I could transition into Tim Careys statements Repetition of the key word environment because of its importance topic and the source Kiss-off Strada by transitioning into Careys response to her concerns Transition Techniques Repetition of the word students Repetition of the word environment to continue the flow and give the audience a connecting point throughout the story Transitioned using FORK method between Strada and Carey Linked Careys statements by using direct quotes that connected to one another Following to show a sequence of events asked and responded to answer any questions posed J. Endings Mainbar: Future action in that it leaves the responsibility with the students and circle kicker in that the attention returns back to the audience as it did in the impact lead. Sidebar: Future action and had elements of attribution kicker. I wanted to let the audience know that the program was still developing and they might see more of it in the future. Advancer: Future action because the event has not happened yet, I am speaking about the lecture that is to come.

### Laura Gonzalez WR 6 TA I COMM 231 0201 March 27, 2013 A#2 Mainbar: Sustainability

SEO: Tim Carey lectures on PepsiCos sustainability Sustainability proves economical and ethical
Students learn the importance of environmentally conscious corporate practices Students see sustainability reminders daily. Signs, periodicals and academic programs stress the importance of reducing individual impact and increasing environmentally beneficial practices on campus and after graduation. Students in attendance of the lecture, the Business Case for Sustainability, greeted PepsiCos Senior Director of Sustainability Tim Carey with a challenge by asking pointed questions to gain perspective on big corporations motivations behind adopting environmentally accountable programs. Sarah Stradas, a freshman anthropology and environmental policy major, professor encouraged her to attend the lecture, held Monday, March 4, 2013, in the Hoff Theater at the Stamp Student Union.

(more) WR 6 TA I, COMM231 0201, A#2 mainbar Sustainability p. 2 Strada said she was skeptical that corporations, like PepsiCo, could sizably reduce their impact on the environment. Companies can claim green practices to gain publicity and expand their customer base but dont actually achieve any results, she said. Careys defense During the lecture, Tim Carey confirmed this saying, hopefully you are trying our products because of the sustainability progress we are making and programs we are implementing. Carey also said that consumers have the power of procurement in their hands. If they support sustainability practices they can send messages to the company through their purchases. It is important for companies to be If we do not make significant progress on the environmental issues we face, our companies will not survive and humankind will not survive Tim Carey

ethically aware and accountable for their environmental impacts. If we do not make significant progress on the environmental issues we face, our companies will not survive and humankind will not survive Carey said. Carey discussed the business case for sustainability and offered advice to the nearly 100 future professionals in the audience. Big companies adopt

sustainable practices because their customers expect change and investors require it because sustainable companies are more profitable, he said. (more) WR 6 TA I, COMM231 0201, A#2 mainbar Sustainability p.3 The senior director of sustainability said when a company implements strategies to adopt environmentally friendly processes they save themselves and their customers money. PepsiCo improved water-use efficiency by 20 percent per unit of production in 2012, Carey said. The result: reduced global production costs. Following the presentation, the audience wrote anonymously submitted questions. A mediator read them eliminating audience hesitation to submit exacting queries. Many questions challenged the results Tim Carey said PepsiCo achieved or focused on negative environmental effects not yet corrected. What about toxicology associated with plastics and leaching from carcinogens, an anonymous audience member asked. Carey responded saying chemistry is always a concern but did not elaborate any further. Universities, businesses and consumers increasingly show interest in developing environmentally stable practices. It is up to students to apply their knowledge of sustainability to their future careers and develop a more environmentally stable world.

### Laura Gonzalez WR6 TA I COMM231 0201 March 27, 2013 A#2 Sidebar: Sustainability

SEO: PepsiCos Dream Machines offer recycling incentive Dream Machines reward recycling
Recycling should not be a chore. People should not think twice about putting a plastic bottle in the trash instead of a recycling container. PepsiCo created the Dream Machine recycling initiative on Earth Day in 2010 to reward the act of recycling and invest in a healthier future for planet. / The machine is comparable to a reverse the

vending machine. Users place an empty plastic or metal container in the kiosk to earn points and awards by visiting www.greenopolis.com. Every item recycled results in PepsiCo donations to organizations supporting post-9/11 veterans with disabilities.
Dream Machines can be found in highly trafficked public locations across the nation. Photo by http://bit.ly/9WeCzJ

(more) WR 6 TA I, COMM231 0201, A#2 sidebar Sustainability p. 2 Dream Machine programs collected more than 93 million containers since creation in 2010. These recycled containers create new valuable resources. According to the Dream Machine Progress Report for 2012, colleges and university campuses are responsible for 30 percent of all machine recycled products. PepsiCo created an extension of the Dream Machine program to inspire students at a young age to help make the planet more environmentally stable. The Dream Machine Recycle Rally allows schools the opportunity to get involved in their communities and fundraise to get machines in their schools. PepsiCo continues to spread the word about the program and expand its coverage. According to the Dream Machine Progress Report from 2012, their goal for the future is to reach a 50 percent national beverage container recycling rate. For more information visit http://www.facebook.com/DreamMachine.

### Laura Gonzalez WR 6 TA I COMM231 0201 March 27, 2013 A#2 Advancer: Sustainability

SEO: PepsiCos Tim Carey to visit University PepsiCo will share importance of sustainability with students
Environmental sustainability is at forefront of corporate innovations and is a useful skill to master as a job seeking individual. PepsiCos Senior Director of Sustainability Tim Carey will give a lecture in the Hoff Theater at 5 p.m. Monday, March 4, 2013, discussing the importance of sustainability in business practices. The event, sponsored by the CP Scholars, the Environmental Science and Policy Programs and the Stamp Student Union, is free to the public. For more information call Rebecca Archer at (301)314-1519 or email etescholars@gmail.com.

### Laura Gonzalez WR 6 TA I COMM231 0201 March 27, 2013 A#2 Tweets: Sustainability Before: @PepsiCo Director of Sustainability Tim Carey: A Business Case for Sustainability. 5p.m. March 4 at the Hoff #UMD http://bit.ly/10hixpJ During: Carey: accountability and ethics are necessary for successful environmental sustainability #UMD http://bit.ly/10hixpJ After: Did Carey answer your questions? For more information contact etescholars@gmail.com #UMD http://bit.ly/10hixpJ

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Laura Gonzalez WR 6 TA I COMM231 0201 March 27, 2013 A#2 Background: Sustainability

Background: Sustainability
A. Secondary sources PepsiCo 2012 Annual Report: used to fact check the statistic that Tim Carey gave in his lecture http://www.pepsico.com/investors/annual-reports.html University of Maryland Strategic sustainability plan http://www.sustainability.umd.edu/content/about/university_strate gic_plan.php Student sustainability organizations http://www.sustainability.umd.edu/content/culture/student_organiz ations.php Dream Machine Progress Report April 2012- Used to fact check initial information on Dream Machine Tim Carey had referenced in his lecture and used for my sidebar story as well http://www.pepsico.com/SearchResults.html?s=dream%20machine %20april%202012 Dream Machine Recycling Rally info http://www.dreammachinerecyclerally.com/about-rally/

B. Primary sources Tim Carey, Sr. Director of Sustainability, PepsiCo E: tim.carey@pepsico.com P: 312-821-2386

Sarah Strada, freshman anthropology and environmental policy major E: sstrada@terpmail.umd.edu P: 631-942-6103 (more) WR 6 TA I, COMM231 0201, A#2 background Sustainability p.2

C. Social Media/Crowdsourcing: there was a hashtag the sponsors had designated for the event but no students from the university tweeted it. I attempted to use Twitter and I used the hastag to thank Tim Carey for coming to the university.

### Laura Gonzalez WR 6 TA I COMM231 0201 March 27, 2013 A#2 Background 2: Sustainability

Background 2: Sustainability
A. Coach tips Ch 5: I used public record released by Pepsico. In my stories I included the sustainability report and a progress report for efforts PepsiCo has mad to become environmentally accountable. I knew I wanted to find their yearly reports as soon as I was at the lecture because Tim Carey cited a lot of statistics and numbers that I wanted to verify before including in my story. Ch 18: I closely followed the stories about speeches section and included all 5 elements (audience size, location, reason, highlights and audience reaction). I also attempted to create a lead that pulled the reader in and did not just restate the facts Ch 19: I incorporated a quote box/visual in into my mainbar and also a picture of the Dream Machine in my sidebar. Ch 19 says visuals are important to good stories and draw the reader in.

B. Writing tip (ch 19)- I focused a lot on impacting the reader in my mainbar and advancer pieces. I wanted to make the meeting interesting to my audience so I attempted to relate the issue of sustainability to the fact that many graduates will be going into fields that deal with environmental accountability. I think I successful created impact leads.

(more) WR 6 TA I, COMM231 0201, A#2 background 2 Sustainability p.2 C. Fedler Handouts: I identified an issue likely to interest my audience. I observed that several members of the audience did not agree with or were not satisfied with the outcome of the lecture so I reflected that in my mainbar story. I took detailed notes and recorded important parts to ensure that I did not misquote the speaker I introduced myself to the speaker and asked if I could contact him with any further questions. He gave me his business card and said sure.

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