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Media Relations Plan
For
Nordstrom
Created by: Leanna McCord
Executive Summary
Nordstrom, Inc. is a leading fashion specialty retailer offering compelling
clothing, shoes and accessories for men, women and children. They have an unerring eye
for what is next in fashion. Nordstrom has worked to deliver the best possible shopping
experience, helping customers with the possess style, not to just buy fashion. Their
services provide free shipping and free returns, mobile shopping and exciting new retail
partnerships offer them continued opportunities to serve more customers in more ways
with a fresh, relevant shopping experience and inspiring style. Fashion changes.
Shopping changes. Their commitment to happy customers doesn't.
My media plan includes an analysis of Nordstrom, an analysis of the media
coverage Nordstrom needs, key media contacts, important information for media
relations personnel, a crisis management plan, a projection of the globalization media
plan and additional information. This media plan is designed to help better Nordstrom as
a company, and keep their success growing. With Nordstrom being such a large
company, it is important to evaluate every aspect of the business and determine what they
can do better. When setting up this media plan, I focused on the organizations intentions,
and had a clear understanding of what Nordstrom can and cannot achieve through
effective media relations.
My analysis of Nordstrom includes what services they provide to the public. They
are a retail global company that offers an unparalleled selection of shoes, clothing,
accessories and a wide range of services including a café, spa, and coffee stand. Their
mission is to provide outstanding service to each and every one of their customers. They
offer the newest shopping technology, which entails mobile devices that better serve
customers with shopping apps, on the spot location and register free transactions.
An analysis of the media coverage Nordstrom goes over the companies different
events that are going on that require coverage. Most coverage that Nordstrom needs is
through Newspapers. It refers to providing news, information or infotainment using the
newspaper as a cost effective way. Previous coverage Nordstrom has needed was for a
new Nordstrom full line stores opening up in different cities, new Nordstrom Racks
opening up and reports of their sales for different months
I provided a list of 50 key media contacts that would benefit Nordstrom with
building a database of different media outlets they can send their news releases or
invitations for events to. The list includes local media outlets for their main stores
including Seattle, however I focused on regional and national contacts because of how
many places Nordstrom’s provide their services to.
Having information for media relation’s personnel to have at their fingertips is
very important. I included three brief bios of Nordstrom’s main spokespersons and the
policies Nordstrom have on who speaks for the organization. I also provided information
on their social media and the policy they have for their employees to abide by. I provided
a page of frequently asked questions that could potentially help reporters and editors.
These questions were basic and gave a bit more information of what Nordstrom provides.
In the event that something was to go wrong, a crisis management plan is a
necessity to have. I assumed different problems and crises that Nordstrom does, and will
have to deal with. I provided a plan of how to go about fixing those types of problems
and crises that could occur. Nordstrom needs to have a public relations professional who
has developed communication plans, press releases, and internal and external
communication materials to support Nordstrom’s business and reputation objectives. For
massive problems that need to be announced to the public and media, they should have a
primary company spokesperson with all national business and trade publications that
address the problems at hand.
A projection of globalization includes how Nordstrom is known as a global
company that provides services to 44 countries and 32 states. They offer international
shopping through their partnership with global e-commerce provider FiftyOne. By
working with FiftyOne, they provide clear guidelines for Nordstrom’s global customers
that includes, how to order, exchange rates, duties and taxes, payment methods, shipping
options & charges, shipping timeline and returns and exchanges. It would ideal for
Nordstrom to grow even larger and provide full line stores in different countries.
Additional information that I provided to my media kit is examples of previous
press releases that Nordstrom has done. I thought that this information could be important
for media specialists and reporters to see. This way it gives them a better understanding
of how Nordstrom handles their work and how they format their work.
Analysis of your company
Nordstrom’s mission statement is, “ Our goal is to provide outstanding service
every day, one customer at a time.” Nordstrom strives to give their customers the best
experience, service, quality and value. They provide free shipping and free returns,
mobile shopping and exciting new retail partnerships that offer them continued
opportunities to serve more customers in more ways with a fresh, relevant shopping
experience and inspiring style. Nordstrom has a reputation of providing great customer
service, and I think that is what sets them aside from other competitors. Their return
policy is very flexible, they are committed to offering their customers the best possible
prices and are willing to match their competitors. Nordstrom has grown into a specialty
chain with global reach. They offer an unparalleled selection of shoes, clothing,
accessories and wide range of services including a café, spa, and coffee stand. They offer
the newest shopping technology, which entails mobile devices that better serve customers
with shopping apps, on the spot location and register free transactions. Nordstrom’s
market size is very large, as they are a global company. They provide services to 44
countries and 32 states. They currently operate 240 stores, 117 full line stores and 119
rack stores. By 2014, they hope to open 3 more full line stores and have a goal of to reach
230 rack stores by 2018. In order to accomplish these goals, Nordstrom needs to research
which areas would be most successful for Nordstrom to hold a store.
Analysis of various kinds of media coverageNordstrom is a large global company that inquires a lot of coverage by the public
for different events that are going on. Most coverage that Nordstrom needs is through
Newspapers. It refers to providing news, information or infotainment using the
newspaper as a cost effective way. Previous coverage Nordstrom has needed was for a
new Nordstrom full line stores opening up in different cities, new Nordstrom Racks
opening up and reports of their sales for different months. Currently, Nordstrom has most
of their media outlets through catalogs, magazines and Internet ads. Nordstrom provides a
catalog that ships to Nordstrom’s regular customers. Catalogs are sent by the season or
for sales and show the latest fashion trends that are included in their stores. Nordstrom
has advertisements in multiple high fashion magazines including Vanity Fair, Vogue,
Elle and In Style etc. that all show an inspiring style.
Key media contacts1. Seattle Bride Magazine
Michelle DeRouen
Advertising Account Executive
P: 425-396-4647
2. Seattle Magazine
Rachel Hart
Editorial Director
P: 206-284-1750
Fax: 206-284-2550
3. Seattle Times
David Boardman
Executive Editor
P: 206-464-2205
F: 206- 464-2261
Mailing address: PO Box 70, Seattle, WA 98111
4. Seattle Weekly
Nina Sharpio
Senior Editor
307 Third Ave S, Second Floor, Seattle, WA 98104
Phone: 206-623-0500
Fax: 206-467-4338
5. Elle Magazine
Amina Akhtar
Executive Editor,
300 West 57th Street
24th Floor
New York, NY 10019
P:(212) 903-5000
6. Teen Vogue
Erin Kaplan
Senior PR director
4 Times Square
9th Floor
New York, New York 10036
P: (800) 274-0084
7. Vanity fair Magazine
Graydon Carter
Editor
4 Times Sq
New York,NY 10036
P:(212) 286-2860
F: 1 (877) 484 1891
8. In Style Magazine
Rosie Amodio
Editor
Media City 8 Central Avenue
Eveleigh NSW 2015
P: 800-274-6200
[email protected]
9. Glamour Magazine
Cindi Leive
Editor in Cheif
P:1-800-274-7410
4 Times Sq
New York, NY 10036
Neighborhoods: Midtown West, Theater District
10. Lucky Magazine
Heather Summerville
Senior Editor
P: (800) 777-4058
4 Times Sq, 6th Floor
(btwn 42nd & 43rd St.),
New York, NY 10036
11. Marie Claire Magazine
Megan Faerber
Marketing/Sales
P: 800-925-0485
300 W. 57th St., 34th Fl.,
New York, NY 10019.
12. Allure Magazine
Agnes B. Chapski
Publisher
4 Times Sq
New York, NY
P:(212) 286-2860
13. Cosmopolitan Magazine
Joanna Coles
Editor
A:224 W 57th St
New York, NY 10019
P:(212) 649-3291
14. Fashion Magazine
Marvin Jarrett
Editor in Cheif
110 Greene street, suite 607
New York, NY 10012
P: 212-226-6454
F: 212-226-7738
15. Seventeen Magazine
Bernadette Anat
Editor
300 W. 57th St.
17th Fl.
New York, NY 10019
[email protected]
P: (800) 388-1749
16. Bazaar Magazine
Kristina O’Neil
Executive editor
300 West 57th Street
New York, NY 10019
(212) 903-5000
17. W Magazine
Stefano Tonchi
Editor-in-Cheif
750 3rd Ave #7
New York, NY 10017
P: 800-289-0390
18. People Magazine
Martha Nelson
Editor
1271 Avenue Of The Americas
New York, NY 10020-1300
P:1-212-522-6699
19. Nylon Magazine
David Walters
Deputy Editor
110 Greene street, suite 607
New York, NY 10012
P: 212-226-6454
20. Preimer Bride Magazine
Scott Brown
Editor
6909 Grand Blvd
Houston Tx 77054
P:704-525-9775
[email protected]
21. Wedding Style Magazine
Yanni Tzoumas
Executive Editor
91A Main Street
Warren, RI 02885
P: 401-245-9726
F: 401-245-5371
22. Brides Magazine
Keija Minor
Editor in Chief
6300 Wilshire Blvd
11th Floor
Los Angeles, CA 90048
Phone: (323) 965-3742
Fax: (323) 965-4979
23. Get Married Magazine
Heather Dempsey
Editor
9250 Amber Drive
Lakeville, MN 55044
[email protected]
24. Town & Country Weddings Magazine
Jay Fielden
Editor
300 W 57th St #33
New York, NY 10019
(212) 903-5342
25. Inside Wedding Magazine
Walt Shepard
Editor in Cheir
P: 310-281-6400
F: 310-281-6406
6420 Wilshire Boulevard
Suite 1060
Los Angeles, CA 90048
26. Martha Stewart Wedding Magazine
Pilar Guzman
Editor in Chief
800-950-0019
27. Bridal Guide Magazine
Jennifer Lazarus
Editor
228 East 45th Street, 11th Floor
New York, NY 10017
P: 212-838-7733
F: 212-308-7165
28. The Knot Magazine
Catherine Lynn
Editor
195 Broadway, Floor 25
New York, NY 10007
P: 800-390-9784
29. LA Times Newspaper
Davan Maharaj
Editor
202 W. 1st St.
Los Angeles, CA 90012
P: 213-237-5000
30. New York Time Newspaper
Jill Abramson
Executive Editor
The New York Times
229
West 43rd Street
New York, NY 10036
fax: (212) 556-3622
31. USA Today Newspaper
David Callaway
Editor
P: 1-703-854-3371
7950 Jones Branch Mclean,
Va. 22102
32. The Washington Post Newspaper
Crystal Hanes
Editor
202-334-6000
1150 15th Street Nw,
Washington DC 20071
33. The Wall Street Journal Newspaper
Paul Gigot
Editor
1-800-568-7625
wjsupport.wsj.com
Dow Jones & Co.
1155 Avenue of the Americas
7th Floor
New York, NY 10036
34. New York Daily News Newspaper
Kevin Convey
Editor in Chief
New York Plaza, New York NY 10004
P:212-210-2100
35. Chicago Tribune Newspaper
R. Bruce Dold
Editorial Page Editor
435 N. Michigan Ave
Chicago, IL 60611
800-874-2863
36. New York Post Newspaper
Anne Aquilina
Editor
[email protected]
1211 Avenue of the Americas
New York, NY 10036-8790
800-940-7678
37. The Boston Globe Newspaper
Stacy Kern
Editor
617 929 2000
P.O. Box 55819 Boston, MA
02205-5819
38. Chicago Sun-Times Newspaper
Jim Kirk
Editor in chief
312-321-3000
350 N. Orleans St. 10th Floor
Chicago, IL 60654
39. Seattle Post-Intelligencer Newspaper
Jay Smith
Editor
2601 Elliott Ave, Suite 300A
Seattle, WA, 98121
206-448-8036
40. The Washington Times Newspaper
David Jackson
Executive Editor
206-636-4850
3600 New York Ave NE, Washington, DC 20002
41. GQ Magazine
Jim Nelson
Editor in Chief
212 286 2860
4 Times Square, New York, NY 10036
42. Esquire Magazine
Stacy Woods
Editor
212-649-4020
300 West 57th Street
21st Floor
New York, NY 10019
43. Details Magazine
Dan Peres
Editor in Chief
Conde Nast
50 Francisco St.4th Floor
San Francisco, CA 94133
P: 415-955-8269
44. Surface Magazine
Jim Qualls
Editor
134 West 26th Street
Street Level West
New York, NY 10001
212-229-1500
45. Wallpaper Magazine
Linda Morse
Editor
Blue Fin Building
110 Southwark Street
Los Angeles,CA
442-314-5000
46. San Francisco Business Times
Sarah Ridge
Editor
800-216-3540
301 East 5th Street
Los Angeles, CA
47. Better Homes & Gardens Magazine
Elizabeth Brown
Editor
800-374-4244
1716 Locust Street
Des Moines, IA 50309-3023
48. Seattle Daily Journal of Commerce
Jessica Qualls
Editor
83 Columbia Street
Seattle,Wa 98104
P: 206- 622-8272
F: 206-622-8416
49. Bellevue Reporter Newspaper
Stacy Heir
Editor
2700 Richards Road, Ste 201
Bellevue, WA 98005
425-453-4270
50. The News Triubune Newspaper
Kathy Chilson
Editor
1950 South State Street,
Tacoma,WA 98405
P: 253-597-8742
Important Information for media relation’s personnel
Colin Johnson is a public relations representative for Nordstrom. He has been
working with Nordstrom since 2009 in the business public relations director position. His
previous experience has been as a director of corporate communications with Symertra
Financial for four years, and before that he worked as a media relation’s officer and
publicity coordinator for Brookings Institution for another four years. Johnson graduated
from the University of Washington with his bachelors in International/Global Studies. He
went on to receive his masters of business administration in marketing/ finance from the
John Hopkins University. He is known for being a corporate communications strategist
with having a proven track record of helping companies elevate their brand through
effective public relations and financial communications. Colin has
extensive
experience communicating corporate strategy, financial results, and key business
initiatives to media, analysts, investors, industry experts, policymakers, community
organizations and other stakeholders.
Johnsons industry background encompasses
retail, e-commerce, financial services, banking, life insurance, employee benefits, public
policy, publishing, foundations and nonprofits. His work entails him to specialize in
strategic communications, media relations, corporate communications, PR planning,
investor relations, financial communications, company storytelling, brand
communications, public affairs, government relations, transaction & corporate
development communications, reputation management.
John Bailey is a senior public relations specialist for Nordstrom. He has been
working with Nordstrom for 11 years and counting. Before that, he went to Washington
State University where he graduated with a bachelor in communications, public relations.
For the past 11 years, John has been managing the fashion public relations for 40
Nordstrom stores ranging all over the United States. He has coordinated and oversaw
media relations for celebrities and designer personal appearances. Bailey provides
ongoing support and coaching, to senior management and frontline employees. This
includes setting up interviews, providing message points and organizing public relations
events. He develops communication plans to support corporate, regional and product
strategies. Bailey writes press releases, speeches and internal communications for
external and internal channels. John pitches seasonal trends, corporate promotions and
products to the media. He will provide direction to and coordinate efforts with vendors
and public relations agencies. Bailey collaborates with peers and leaders to integrate and
connect all communications pieces to maximize effectiveness and align strategies. On top
of all of this, he serves as the company’s spokesperson. His skills and expertise are most
endorsed for media relations, public relations, press releases, fashion, social media, event
planning, event management, executive communications, marketing strategy and media
pitching.
Shasa Richardson is the director, media relations and spokesperson for Nordstrom.
She has worked for Nordstrom for a little over five years. She graduated from
Washington State University with a bachelor in political science. Richardson is a
communications professional with more than 12 years of experience in consumer PR,
crisis communication, reputation management, corporate social responsibility,
community affairs and diversity management. She first started out at Nordstrom as a
public affairs manager. She was responsible for leading cross-business unit teams to
develop best practices, messages and communication materials for public affairs issues as
global sourcing, privacy, fur and the environment. Richardson was then a public relations
manager, her job was to develop and execute nationwide public relations campaign to
launch Nordstrom.com as the premier website for fashion apparel. Developed and
managed public relations campaign that generated more than 5 million positive
impressions to support the brand and drive sales. Now her current position is staffed CEO
and chairman of the board on reputational media issues. She is the corporate
spokesperson for annual and quarterly earnings results, business, crisis, and reputational
issues. Richardson is also the strategic communications partner for executive team,
finance and legal on all business announcements. She also media trains executives,
regional managers and store managers.
Nordstrom has a social media policy with its employees. They encourage
approved employees to use social networking/media (Twitter, Facebook, Nordstrom.com
etc.) As a way to connect with customers and others during working hours. They find
social networking to be fun and valuable. They encourage their employees to become
actively involved in social media in order to find additional opportunities to connect with
their customers and share information with them. Nordstrom has a twitter account for
Nordstrom full line, Nordstrom rack and Nordstrom beauty. They have multiple
Facebook pages including Nordstrom, Inc., Nordstrom Beauty, B.P. Nordstrom,
Nordstrom Weddings, Nordstrom Rack and Nordstrom Encore.
Frequently asked questions

Question: How can I track the status of my order?
Answer: Two easy ways to view your order status:
View the status of a Single Order by entering your order number on the Order
Information page.
-ORSign in to your account and review the complete Order History of all your Nordstrom
Orders. Don't have an account? Register now.

Question: Can I return or exchange my purchase if I don't like it?
Answer: Yes. For orders shipped internationally, you'll need to contact Customer Service
for a Return Merchandise Authorization form.

Question: How do I place an order online?
Answer: See our How to Order guide.

Question: How do I determine the shipping charges on my order?
Answer: We offer four types of shipping. See our Shipping Options & Charges.

Question: Will you charge sales tax on my order?
Answer: It depends where your order is being shipped to. For more information, please
visit our Sales Tax page.

Question: Can you gift-wrap my order?
Answer: Yes.
When you are going through the Checkout process, you will be asked if an item is a gift.
Crisis Management plan
Nordstrom does not provide their crisis management plan to the public. However,
if they were to have one I think that they would have a guideline for many predictions of
what could go wrong. Examples of things that could go wrong could be, shipments of
orders not coming in when expected, poor customer service and dissatisfaction of a
product. Orders from Nordstrom.com that get lost, consumers who order products from
online that Nordstrom ends up not having in stock and discontinuing a vendor that
customers still expect them to carry. These are just a few examples of what could happen,
and what Nordstrom has to plan ahead for. No matter what problem occurs, Nordstrom
should always have of a plan of how to deal with it and to use good communication. They
need to have a public relations professional who has developed communication plans,
press releases, and internal and external communication materials to support Nordstrom’s
business and reputation objectives. For massive problems that need to be announced to
the public and media, they should have a primary company spokesperson with all
national business and trade publications that address the problems at hand. Being honest,
and trying to fix the problem should always be key elements as well.
A Projection of Globalization
Being a global enterprise creates huge opportunities for increased sales and profits
in new markets and the cost-savings inherent in sharing resources worldwide. Anywhere
from small businesses to giant corporations are thriving to become global. Nordstrom is a
known as a global company as they provide services to 44 countries and 32 states. They
offer international shopping through their partnership with global e-commerce provider
FiftyOne. By placing an international order, you acknowledge that your transaction will
be with FiftyOne. Your customer service needs will be handled directly by Nordstrom.
FiftyOne partners with online retailers to sell internationally by providing international
customers with access to products found in the United States. FiftyOne allows local
currency prices to be visible throughout Nordstrom.com and displays your final total
(including customs tariffs, taxes and shipping fees) during Checkout. FiftyOne also
enables Nordstrom to take advantage of a shipping network that delivers packages
quickly and reliably to global customers. I think Nordstrom is very successful in running
a global company as their services are easily accessible online at Nordstrom.com to
different countries. By working with FiftyOne, they provide clear guidelines for
Nordstrom’s global customers that includes, how to order, exchange rates, duties and
taxes, payment methods, shipping options & charges, shipping timeline and returns and
exchanges. It would ideal for Nordstrom to grow even larger and provide full line stores
in different countries. A way Nordstrom can decide on
Other information for Nordstrom
Nordstrom Board of Directors Authorizes $800 Million Share Repurchase Program
and Increases Its Regular Quarterly Dividend
SEATTLE--(BUSINESS WIRE)--Feb. 27, 2013-- Nordstrom, Inc. (NYSE: JWN) announced today that its
board of directors has authorized a repurchase program of up to $800 million of the Company’s
outstanding common stock, through March 1, 2015. The shares are expected to be acquired through
open market transactions. The Company intends to fund the repurchase program from existing cash on
hand. The actual number and timing of share repurchases, if any, will be subject to market conditions
and applicable Securities and Exchange Commission rules. This program is in addition to the Company’s
existing repurchase program that was approved by the board in February 2012. The existing repurchase
program has $344 million outstanding, as of February 26, 2013, and will expire on February 1, 2014.
Nordstrom also announced today that its board of directors has approved a quarterly dividend of 30
cents per share, an increase of 11% over the previous quarter’s dividend. The dividend is payable on
March 22, 2013 to shareholders of record at the close of business on March 11, 2013.
ABOUT NORDSTROM
Nordstrom, Inc. is one of the nation’s leading fashion specialty retailers. Founded in 1901 as a shoe store
in Seattle, today Nordstrom operates 240 stores in 31 states, including 117 full-line stores, 119
Nordstrom Racks, two Jeffrey boutiques, one treasure&bond store and one clearance store. Nordstrom
also serves customers through Nordstrom.com and through its catalogs. Additionally, the Company
operates in the online private sale marketplace through its subsidiary HauteLook. Nordstrom, Inc.’s
common stock is publicly traded on the NYSE under the symbol JWN.
Source: Nordstrom, Inc.
Nordstrom, Inc.
INVESTOR CONTACT:
Trina Schurman, 206-233-6503
or
MEDIA CONTACT:
Colin Johnson, 206-303-3036
This is one of Nordstrom’s press releases that are posted on their website. I think this could help out
reporters and media relation’s personnel’s in getting a feel of what kind of format their press releases
are done by.
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