Flashes By Rick Griffin 6.6.2016

SDSU’s College of Extended Studies will offer two classes starting in June as part of its professional certificate in marketing. The first class, “Content Marketing Strategy,” will be held from 6 to 9 p.m. on Mondays, June 6 to July 11 (class will not be held on July 4th). Students will learn what separates valuable content from noise and how to develop content that connects with customers. The course also will cover various forms of content marketing, developing a content strategy, evaluating content, planning, automation, and distribution. Instructor will be Jonathan Forstot, acting marketing director, Fender Musical Instruments Corp., and member of the SDX executive board. Registration is $319 for SDX members and $329 for the general public (price increases to $349 after May 26). The second class, “Defining and Positioning a Brand,” will be held from 6 to 9 p.m. on Thursdays, June 9 to 30. In this fast-paced course, students will learn how to identify and understand their target market(s), and create and position a brand identity. Topics also will include how to differentiate a company from its competition, position a brand in the marketplace by creating a cohesiveness of internal efforts and focus and how consumer perceptions are formed from brand execution, advertising, and marketing communications. Instructor will be Lisa Girolamo, founder of Connect Digital, a consulting firm that brings omni-channel media and marketing to the mid-size market. Registration is $299 for SDX members and $309 for the general public (price increases to $329 after May 30). SDSU’s College of Extended Studies and SDX have joined forces to offer this up-to-the-minute program that is taught by instructors who lead the way in the local marketing community. Students learn skills and multiplatform strategies that can be applied immediately. Classes are designed for people in junior marketing positions, business owners managing their own marketing and those aspiring to a new career. For a schedule of classes and more information, visit neverstoplearning.net/marketing, send an e-mail to marketingcert@mail.sdsu.edu, or call (619) 594-2099.

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The San Diego County Fair, June 3 to July 4 at the Del Mar Fairgrounds, will be promoted through a $1.2 million ad campaign to include TV, radio, print, outdoor and online, said fair officials. About $250,000 of the total amount is budgeted for Hispanic media. About one-third of all advertising dollars will be spent on TV commercials. Outdoor will include billboards, bus shelters and wraps on transit buses, trains and trolleys. Ads appearing on Facebook and Twitter will offer additional information and special promotions. Publicity value is expected to exceed $2 million during the fair’s 26-day run, said Linda Zweig, media relations manager. Fair officials said several demographic groups will be targeted with information about special events occurring during the fair month featuring gospel music, beer, wine, distilled spirits and the second annual Farm-to-Table Dinner to be held in the garden area. An Asian Festival is returning with food booths and dance performances. To highlight this year’s Alice’s in Wonderland theme, “Mad About the Fair,” a contest for wacky, weird and whimsical costumes will be held along with tea and pastries every Sunday. There’s even a zucchini decorating contest.

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There has not been a deluge of TV and radio commercials advocating for Democratic Party presidential candidates Bernie Sanders and Hillary Clinton prior to tomorrow’s California’s June 7 primary election. Local broadcast execs may have been hoping for additional advertising revenue. However, any windfall is unlikely because the Sanders campaign is short on cash while Clinton is saving her war chest for ads criticizing GOP presumptive nominee Donald Trump. Instead, San Diego viewers and listeners have seen more ads from a few local candidates seeking a 50 percent-plus-one margin of victory to avoid a runoff in November. “Candidate advertising will remain constant through the remaining days leading up to the election,” said Mike Stafford of Cerasoli Stafford Media Management. “From my viewpoint, local political advertising has fallen short of expectations.”

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Telemundo, a Spanish-speaking TV network with a San Diego affiliate, XHAS-TV/Channel 33, became the target of criticism after Donald Trump’s recent political rally at the San Diego Convention Center. A cameraman wearing a Telemundo shirt was caught in the act of staging a shot with protesters (http://rebelpundit.com/rebel-pundit-filmmakers-segal-and-marcus-talk-telemundo-bust-on-hannity/). Deliberately staging a scene under the guise of unbiased journalist work is widely considered as unethical. Video from Andrew Marcus of Rebel Pundit shows the cameraman arranging the protestors posing with the Mexican flag. When Marcus called out, “Is that the media staging a shot? Is Telemundo staging a shot?” the camera-wielding Telemundo journalist answered, “Uh, probably.” Telemundo reportedly has not aired the cameraman’s footage. Lourdes Sandoval, Telemundo news director in San Diego, said the videographer was a freelancer and not a Telemundo staff member.

Brent Bozell, president of Media Research Center (MRC), a media watchdog group, said in a statement: “Telemundo should be commended for not using the clip, but this doesn’t change the fact that there is evidence of a deliberate attempt to stage the news — a clear case of advocacy replacing journalism on the campaign trail. Telemundo must immediately apologize to Donald Trump, fire the cameraman and anyone else involved in order to retain their viewers’ trust and confidence. No one trusts any supposedly fair media outlet that chooses one side or one candidate over another.”

Among other viewpoints expressed by leaders in the local journalism community:

“Journalism ethics require one to provide a fair, unaltered account of events and issues,” said April Harter Enriquez, 2016 president, San Diego Press Club. “Journalists are not there to be part of the event; they are there to be the eyes and ears. The public’s trust cannot be earned if a shot is staged.”

J.W. August of  KNSD/NBC 7 San Diego, with more than 35 years of experience in TV news and a board member with San Diego’s Society for Professional Journalism chapter, said, “While I recognize the passion this election is creating, it still remains a principal of good journalism to maintain objectivity. This would include not participating in political support or protest events for causes or candidates. I certainly have opinions on many political issues but as journalists we need to separate those feelings out best we can. Editorials should remain on the editorial page.”

Bey-Ling Sha, Ph.D, professor and director, School of Journalism & Media Studies at San Diego State University, said, “Journalists have the ethical obligation to report the news as it actually happens, authentically in reality. Obviously, staging something is by definition neither authentic nor real. The problem with this kind of `staged reporting’ is that it erodes public trust in the veracity of news and results in public distrust of journalists, which in turn creates cynicism about all news media organizations and news media content.”

Dean Nelson, founder and director of the Journalism program at Point Loma Nazarene University, said, “The news media have, unfortunately, done other things like this over the years. I was told of one local television reporter who always had an old shoe in his trunk so that if he was at the scene where a pedestrian was hit by a car, the reporter could throw the shoe into the street so that it looked like the victim was knocked out of his shoes. That’s unethical and wrong. Still, in my observation of journalism practice over the decades, it is a very rare occurrence for a reporter to manipulate events.”

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