Rory Herrema - Public Relations

Here you’ll find a selection of work from Rory's Master's in science in Public Relations. In Summer 2025, Rory enrolled in a public relations writing course where she served as a hypothetical PR professional for CorePower Yoga. These materials were developed for educational purposes. The following information is not intended to be factual but is a part of a class writing assignment in the S.I. Newhouse School of Public Communications at Syracuse University. All information is intended to be sourced appropriately.

As a certified yoga instructor, she chose CorePower Yoga because its mission aligns with her personal values. These assignments allowed her to combine her love for yoga with strategic communication, creating authentic and engaging materials rooted in her experience of the field.

A one-page fact sheet for CorePower Yoga in recognition of the company’s anniversary. The document included all required elements—such as a headline, dateline, lede, event details, quotes, and boilerplate—crafted in AP style to clearly inform reporters about the celebration and the brand’s story.

A full news release created the inverted pyramid technique. The release announced CorePower Yoga's upcoming anniversary celebration and translated key facts into a narrative suitable for media distribution.

A detailed customer persona to represent CorePower Yoga’s target audience, grounded in research and supported by sources. By analyzing demographics, behaviors, and consumer trends, this is a realistic profile to guide strategic public relations efforts tailored to the brand’s core customer base.

A media brief with key talking points for Wells Enterprises. The brief was designed to prepare company spokespeople for media interviews by outlining core messages, brand positioning, and anticipated questions to ensure consistent and confident communication.

A targeted media contact list for CorePower Yoga, identifying five relevant journalists and outlets aligned with the brand's mission and audience. In addition, a personalized media pitch inviting one of the selected reporters to conduct an exclusive interview with a CorePower Yoga spokesperson about the company’s anniversary celebration.

A newsletter for CorePower Yoga designed using BREVO, targeting an internal audience.

An integrated marketing communications (IMC) campaign for CorePower Yoga centered around its anniversary celebration. Using the PESO model of Paid, Earned, Shared, and Owned media, these five slides feature visual examples and strategic messaging tailored to each media. AI was used to generate images showing different ways that CorePower Yoga can achieve notoriety in the digital media world by using Gini Dietrich's PESO Model©! (Paid, Earned, Owned and Shared media).

A diversity analysis of CorePower Yoga using the company’s DEIA (Diversity, Equity, Inclusion, and Accessibility) principles as a framework. The analysis evaluated current initiatives, identified gaps, and proposed strategies to help the brand foster a more inclusive and accessible environment for all communities.