Avid gamer to join CJC faculty as Guest Lecturer in Advertising

Published: May 27th, 2015

In 2007, Bienvenido “Benny” Torres — a gamer since age 5 — knew he wanted to work on the Nintendo advertising account, then being managed by Leo Burnett. At a Most Promising Minority Students professional development program, he marched up to the Leo Burnett recruiter and within five minutes she knew he was her guy. He proceeded to steal all of his father’s ‘70s/’80s ties for that internship and, even though the agency was a casual place and he hated ties and slacks, he wore one of those ties every single day. The president of the company eventually announced at the end of the internship that he wanted to meet the “intern who wore ties every day.”

Fast forward eight years and that quirky intern, a 2007 UF grad, will join the college in the fall as a guest lecturer in the Advertising Department. Self-described as zany, awesome and very creative, Benny will take a brief respite from his current copywriter position at the Chicago-based start-up ad agency Frequency540.

Benny received bachelor degrees in both advertising and psychology. At Burnett, he quickly became known as the go-to guy on video games. He parlayed that into a full-time position researching any games for which Burnett was developing ads.

Although he claims Burnett hired him because he refused to leave, he did move on in 2010 and joined Publicis-backed boutique firm Denuo as an “alchemist,” a hybrid role requiring a mix of skills traditionally associated with account management, account planning, creative direction, production, media planning, copywriting, engagement planning and game design.  He worked with a diverse range of clients from Old El Paso to Redbox to Minelab Metal Detectors. In 2012, he returned to Leo Burnett as a copywriter and strategist working on the Nintendo, Sprite and Always accounts.

Benny categorizes himself as a goofy, nerdy guy who relishes being alive and tries his best while performing stand-up and improv comedy. He is a dedicated Gator fan and even summited Mt. Kilimanjaro while wearing a Tim Tebow jersey.

Back to 2007, Benny was accepted to the Most Promising Minority Students program with the required essay on “How does me being a minority help for a more inclusive ad industry.” Bristling at that “really kind of patronizing prompt (and the slightly patronizing name of the program)”, he wrote a fairly “aggressive/subversive essay” focusing on minority of experience, not the color of his skin. Years later Lisa Duke Cornell, who introduced Benny to the program, admitted she edited his submission to be a bit less… antagonistic. But she kept the “soul” intact.

Category: College News

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Molleda: Five Steps for Localizing Your Campaign

Published: May 27th, 2015

Juan-Carlos Molleda

Juan-Carlos Molleda

The Institute for Public Relations on May 27, 2015 published “Five Steps for Localizing Your Campaign,” an article by Public Relations Professor and Chair Juan-Carlos Molleda.

Morris: Why does social media advertising fall flat?

Published: May 27th, 2015

Jon Morris

Jon Morris

The Conversation on May 26, 2015 published “Why does social media advertising fall flat?,” a study on the effectiveness of Facebook ads by Advertising Professor Jon Morris.

Eric Esterline is named Lecturer in Sports Journalism

Published: May 26th, 2015

The University of Florida College of Journalism and Communications has hired Eric Esterline as a lecturer in sports journalism/production and sports communication, Dean Diane McFarlin announced today. He will join the College’s faculty this fall. This position is part of a partnership between the College’s Sports Journalism and Communication program and the College of Health and Human Performance’s Department of Tourism, Recreation and Sport Management.

Esterline will teach graduate and undergraduate students in sports communication and multimedia sports reporting/production, assist with mentoring sports students in the Innovation News Center and cultivate relationships between the sports management and communication programs and professional sports associations.

A native of Indiana, He comes to Gainesville from Butler University in Indianapolis, where he served as a faculty member in the College of Communication teaching courses in sports media, digital journalism and digital media. He helped to create a new major in sports media and was the lead faculty adviser and liaison to the Butler University Athletics Department for live video production of athletic events.

Esterline has a bachelor’s degree in Telecommunication and Education from Butler and a master’s degree from Indiana University in Informatics and New Media. He worked in sports radio and journalism in Indianapolis, Jacksonville and Washington D.C. (XM Satellite radio) through 2002 and was a freelance producer for FoxSports.

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Barnett: It’s not just a ‘California drought’

Published: May 22nd, 2015

Cynthia Barnett

Cynthia Barnett

The Los Angeles Times on May 21, 2015 published, “It’s not just a ‘California drought,’” an op-ed piece by Hearst Visiting Professional and Alumna of Distinction Cynthia Barnett, JM 1989, MA 2003.

McAdams selected as Scripps Howard Foundation/AEJMC Visiting Professor

Published: May 19th, 2015

Mindy McAdams

Mindy McAdams

Journalism Professor and Knight Chair Mindy McAdams will be spending two weeks this summer at WCPO-TV in Cincinnati, Ohio, as a Scripps Howard Foundation/Association for Education in Journalism and Mass Communication (AEJMC) Visiting Professor in Social Media.

McAdams has been a professor in the College since 1999, teaching courses about the Internet and journalism. She has trained hundreds of journalists in digital skills and strategy in 17 countries. Her book Flash Journalism: How to Create Multimedia News Packages was published by Elsevier/Focal Press in 2005. She worked at The Washington Post and Time magazine 1988-1995. As the recipient of two Fulbright Scholar grants, she taught in Indonesia and Malaysia.

The Scripps Howard Foundation has funded the opportunity for six journalism/communication faculty to spend two weeks learning first-hand how media outlets are using social media across multiple platforms. These visiting professors “work” at the outlets, learning how professionals there communicate in a digital media world.

The second phase of the program provides funds for a professional from the media outlet to visit that professor’s campus for a three- to five-day visit during the fall or spring semester.

Category: College News, Research News

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Washington Post quotes Calvert on Eramo v. Rolling Stone

Published: May 18th, 2015

Clay Calvert

Clay Calvert

Washington Post news media blogger Erik Wemple quotes Brechner Eminent Scholar in Mass Communication Clay Calvert regarding the the lawsuit filed by University of Virginia Associate Dean Nicole Eramo against Rolling Stone in the May 12 story, “Lawsuit against Rolling Stone claims ‘doctored’ photograph cast dean as ‘villain.’”

Category: The College in the News

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UF CJC at the International Communication Association Conference

Published: May 18th, 2015

Below is a list of conference papers by University of Florida College of Journalism and Communications faculty and students that were accepted and will be presented at the International Communication Association (ICA) Conference May 21-25 in San Juan, Puerto Rico. (Other conference roles are also noted.)

ICA is a leading academic association for scholars interested in the study, teaching, and application of all aspects of human and mediated communication.

ICA member login is required to access the linked papers.

Lauren Bayliss, Ph.D. Student

Amal Bakry, Ph.D. Student

Ginger Blackstone, Ph.D. Student

MoonHoon Choi, MAMC graduate, December 2014

Naa Amponsah Dodoo, Ph.D. Student

Lauren Darm, Ph.D. Student

Dr. Linda Hon, Professor, Department of Public Relations and Director of the Public Relations and Social Advocacy Project – Center for Media Innovation and Research

Dr. Janice KriegerAssociate Professor, Department of Advertising and Director of  STEM Translational Communication Program

Dr. Sriram KalyanaramanProfessor, Department of Journalism and UF Online Learning Institute

Dr. Spiro Kiousis, Executive Associate Dean, Director of Distance Education and Professor, Department of Public Relations

Dr. Yu-Hao LeeAssistant Professor, Department of Telecommunication

Dr. Moon LeeAssociate Professor, Department of Public Relations

Dr. Juan-Carlos MolledaProfessor and Chair, Department of Public Relations and 
Director, MAMC Global Strategic Communication

Jordan Neil, Ph.D. Student

Anthony Palomba, Ph.D. Student

Tiffany Lynn Schweickart, Ph.D. Student

Ronen Shay, Ph.D. Student

Jungyun Won, Ph.D. Student

Dr. Wayne WantaProfessor, Department of Journalism

Xiaochen Zhang, Master of Advertising Student

UF students place second at 2015 Bateman competition

Published: May 7th, 2015

Left to right, Trisha Tucker, Nathan King, Valerie Yulee, Andrea Cepeda, Elliot Levy, and Public Relations Lecturer Deanna Pelfrey

Left to right, Trisha Tucker, Nathan King, Valerie Yulee, Andrea Cepeda, Elliot Levy, and Public Relations Lecturer Deanna Pelfrey

Congratulations to the University of Florida’s Bateman team for its second place finish at the Public Relations Student Society of America’s 2015 Bateman Case Study competition in Chicago today. Loyola University New Orleans, took the top prize.

The team includes seniors Andrea Cepeda, Nathan King, Elliot Levy, Trisha Tucker and Valeria Yulee. Deanna Pelfrey and Craig Dezern, Vice President, Global Communications, Walt Disney Corporation, served as this year’s faculty and professional advisers, respectively.

UF’s Bateman teams have a long history of competing successfully in the case study competition. The College’s team last won the competition in 2014; UF teams also won in 1983, 1986, 1990, 1995, 1996, 1998, 2001 and 2011.

PRSSA received 60 entries for this year’s competition. Of these submissions, 13 entries received honorable mention and three were chosen as finalists to present their campaigns today to the panel of judges in Chicago. The other finalist was the University of South Carolina.

The goals of this year’s Bateman Competition were to increase awareness among the American public and educate them about the serious consequences of poor quality housing, as well as inform and engage communities in steps they can take to help Home Matters take action now. Students will implement a campaign that aligns with the mission of the client’s national movement or work with a local Home Matters non-profit member.

First established as the National Case Study in 1973, and later renamed to honor the late Carroll J. Bateman, APR, the competition challenges teams of students to research, plan, implement and evaluate a comprehensive public relations campaign for an actual client.

Sheehan: ‘Breaking’ News: Why we’re examining many of the things we’ve spent the last 18 months building in our newsroom

Published: May 6th, 2015

‘Breaking’ News: Why we’re examining many of the things we’ve spent the last 18 months building in our newsroom

Matt Sheehan

Matt Sheehan

Innovation News Center Director Matt Sheehan gives an update about the INC in the article, “‘Breaking’ News: Why we’re examining many of the things we’ve spent the last 18 months building in our newsroom,” published May 6, 2015 on Medium.

Category: Faculty Bylines

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