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To whom it may concern:
"Oriana Parker is a writer whom I have been fortunate to know. I've had the opportunity to collaborate with her on five different occasions at Arizona Attorney Magazine, and it has been a pleasure, both in process and result.
Our readership of practicing lawyers expects content that is well written, accurately researched and invigorating in tone. I discovered early on that these qualities also mark the writing of Oriana, making her a great fit for our magazine.
Most recently, Oriana drafted a substantial article exploring the challenges and opportunities for lawyers who offer pro bono legal service. She pitched the idea, which fit our magazine's mission perfectly. She was willing to engage in a detailed dialogue with me about which organizations and individuals should be featured. Her outreach to them for interviews was immediate, and she followed up rapidly with them when I had a question I needed addressed. Her commitment to accurate and well-sourced material was excellent. Too often, writers on the topic can take on a lecturing tone, which readers may not appreciate. In contrast, her article was upbeat and refreshing. Ultimately, she interviewed and/or contacted at least a dozen sources, and the legal community appreciated the piece and shared it widely.
Oriana's interest in the impact of arts in society has led to three terrific pieces related to the legal profession. Those pieces exploring lawyer-artists and related topics also were well received, and they helped hone the magazine's reputation for being a thought leader in the area of creative competencies.
Demonstrating the breadth of her abilities, Oriana also wrote a feature article for us on the evolution of equine law in Arizona. In the American West, coverage of horses and their riders garners wide interest. Her piece did that, and won over eagle-eyed readers with her accurate discussion of the law practice side of the lifestyle.
In each case, Oriana arrived with a great idea; developed it in response to my questions and comments; kept me updated through the interview and writing process; and delivered articles that met all the agreed-upon requirements, including word count and deadline.
I would not hesitate to collaborate with Oriana on future projects. I recommend her without reservation."
Sincerely,
Tim Eigo
Editor
Arizona Attorney
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To whom it may concern:
"As a participant in pro bono legal services I was contacted by Oriana Parker as were others involved in our community. What impresses me to this day was her dogged determination to delve into the issue to get at the essence of what makes us tick in doing what we do and why we do it. She had to go on scene and talk in depth with those requiring such services as well as those providing it. Her piece had the right amount of human interest and insight to make it delightful as well as informative."
Hon. Robert L. Gottsfield
Retired Superior Court Judge of Maricopa County, Arizona
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Arizona Attorney Magazine
Pro Bono Legal Efforts
January, 2018
Online article at this link
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Arizona Attorney Magazine
Sculpting Legal Protection
January, 2017
Online article at this link
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Arizona Attorney Magazine
Cover Story, Thinking like a (creative) lawyer
December, 2015
Online article at this link
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CHALLENGE: Oriana pitched an article idea featuring attorneys proficient in the arts to Arizona Attorney's editor.
REPONSE: The editor was intrigued by the idea; however, he wanted to see how it would be developed. To substantiate her concept and establish the article's direction, Oriana did extensive research and personally interviewed numerous attorneys accomplished in different art disciplines. As a result of these efforts, the link between critical thinking and the arts became an integral part of the article's approach.
RESULTS: The article was very well received by the magazine's readers. Other art-oriented articles by Oriana are featured in the December 2015 and January 2017 issues of the magazine.
Article available at this link
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CHALLENGE: A former horse owner, Oriana pitched an article idea concerning legal equine issues to Arizona Attorney's editor.
RESPONSE: The editor was interested in the idea; however, wanted to see a detailed outline. Oriana engaged in extensive research and personally interviewed numerous attorneys, horse owners and equine experts.
RESULTS: The article was very well received by the magazine's readers. Articles pertaining to other subjects written by Oriana are featured in the December 2015 and January 2017 issues of the magazine.
Article available at this link |
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CHALLENGE: "Arizona State University(ASU) Magazine" asked Oriana to interview Craig Yarbrough, the Executive Director of the Grand Canyon Guitar Society (GCCS), and determine how he managed to create such a successful group.
REPONSE: Oriana gave special attention to the marketing efforts of GCCS including the organization's ability to attract a wide range of international artists by sharing bookings with the ASU Music Program.
RESULTS: Yarbrough's photo appeared on the magazine's cover! And Oriana's article, entitled "Striking a Chord", was very well received. She has been assigned an extensive art-oriented article that will appear in the magazine's December issue.
Article available at this link
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CHALLENGE: Oriana was assigned an article by Arizona State University magazine that would delve into financing for the arts and how ASU is implementing this critical need.
REPONSE: Oriana did considerable research on the subject; especially as regards how the 2008 Recession cutbacks effected the arts on a national level and local level. Compiling a list of well-thought questions, she interviewed the assigned experts as well as some of the personal contacts established during her many years of art writing. As a result, Oriana was able to zero in on measures that can be taken to enhance arts financing.
RESULTS: The article was very well received. And Oriana was assigned an article on justice-seeking art which will appear in the magazine's September 2015 issue.
Article available at this link
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CHALLENGE: A Midwestern painter, Tomás Lasansky, sought
greater exposure in the Southwest and West.
REPONSE: Oriana wrote an article for Artbook of the West,
portraying Tomás as a dynamic painter ready to
assume a greater role in the regional art scene. "Classically
trained, this artist creates 'environments' for the
proud Indians who eventually come to dwell amid his
monumental-sized canvases."
RESULTS: The cover article impressed a Santa Fe gallery, who
staged a one-man show of Tomás' paintings. The
artist was also invited to mount a one-man exhibit at
an Arizona museum. |
CHALLENGE: Write an article on Don Giovanni, for the Arizona
Opera Newsletter, that would pique a reader's interest.
REPONSE: Oriana was well aware that one reason would-be opera
goers shy away from historic works is the fear of being
bored. Her headline -- DON GIOVANNI: A NARCISSISTIC
RAKE OR AN UNREPENTANT LIBERTARIAN? -- established that
the protagonist of Mozart's opera was anything but boring.
The article went on to discuss Don Giovanni in contemporary
terms as a man who felt constrained by his society's
behavioral code and wanted greater freedom.
RESULTS: The opera didn't change one word and invited Oriana
to write another article. |
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CHALLENGE: To write an article capturing the importance of Professor Betsy Fahlman's book, New Deal Art in Arizona, for Arizona State University magazine.
REPONSE: Oriana did extensive research exploring the benefits of New Deal art programs to the state as well as the university -- many of which are still present! -- during a time of high unemployment and myriad economic problems reminiscent of current conditions throughout the nation.
RESULT: Both the book's author and the magazine editor were delighted! |
CHALLENGE: The Maryland Ballet needed a fund-raising idea that
would help them raise money to fill their severely depleted
coffers.
REPONSE: Using a photo of a ravishingly beautiful ballerina soaring
high above the ground in a grand jete, Oriana wrote
the headline: "She makes less than most waitresses."
RESULTS: The Maryland Ballet was so enchanted by the poster,
they reprinted it twice The advertisement raised substantial
amounts of money, and a company executive tried to persuade
Oriana to become a professional fund-raiser for the
arts. |
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CHALLENGE: To create a brochure that would encourage contributions to the Lovena Ohl Foundation, dedicated to Native American artists and art.
RESPONSE: Oriana first developed a theme line that underscored the longevity of the foundation: Since 1978, a driving force behind American Indian artists and art. Stressing Mrs.
Ohl's stature with such iconic publications as Forbes magazine, who described her as the "doyenne of Southwest Indian arts", Oriana also emphasized the lady's incredible humanity and dedication through interviews with those who had been helped by the foundation.
RESULTS: The brochure has been so successful, it is now in its second printing!
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CHALLENGE: Writing an article about Fritz Scholder, a world-famous
painter credited with changing the course of Native
American art, and his involvement with the Institute
of American Indian Arts during its glory years.
REPONSE: Before interviewing Scholder, Oriana did extensive research
through her network of artists, museum directors, and
gallery owners. As a result, she was well equipped to
support Scholder's controversial opening quote: "The
Institute of American Indian Arts was the only bright
light in the dark history of the Bureau of Indian Affairs".
RESULTS: Scholder couldn't have been more pleased and readership
of Artbook of the West increased. |
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CHALLENGE: Oriana was assigned to write a story on emerging jewelers
for Valley Guide Quarterly of Arizona. An integral
part of the assignment involved selecting the jewelers.
RESPONSE: Thanks to more than a decade of experience writing about
the subject, Oriana was able to select the most promising
designers as well as portray their individual artistic
strengths.
RESULTS: Oriana’s story ended up being on the magazine’s
cover! |
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CHALLENGE:
Create a brochure for a liposome testing company that
would not end up in the circular file.
RESPONSE:
Suggesting a comic-strip format, Oriana worked with
an art director and created a character called Lippy
Liposome. By describing the testing system in a humorous
manner, the advantages were made instantly apparent
in a very memorable way.
RESULTS:
The brochure was so successful, Becton Dickinson Diagnostic
Instrument Systems had it printed twice! |
CHALLENGE:
Create an ad campaign
for a new respiratory monitor, MEDSPECT, developed by
Searle's Scientific Research Instruments Division.
RESPONSE:
Focusing
on MEDSPECT's ability to decipher respired air, Oriana
drove the ad with the headline "Take a good look
at something you can't see".
RESULTS:
Was well received by
both the client and potential end-user. |
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CHALLENGE:
The Capitol Hilton in Washington, D.C. wanted an ad
created, which would focus on their recent renovations
as well as their sophistication and "insider"
status.
REPONSE:
Using a lyrical, poetic style, Oriana wrote an ad for
The New Yorker capturing the ambiance of the
hotel during the winter season. The body copy sets the
scene with "Icicles chatter on the trees, snowflakes
etch a lacy dance on the windows, it's chilly on the
outside and cozy on the inside."
RESULTS:
Occupancy increased and the ad became a favorite of
returning guests. |
CHALLENGE: A magazine distributed throughout hotels and resorts wanted to increase event traffic.
RESPONSE: Oriana's idea was to link events, ranging from the Fiesta Bowl to the Arabian Horse Show to the Heard Museum Guild Indian Fair & Market, to nearby upscale eateries.
RESULTS: Increased traffic to events and restaurants as well as the possibility of more advertiser pages for the publication! |
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CHALLENGE:
Create a slogan for Continental Catering for use in
ads and brochure.
RESPONSE: Capitalizing on the company's longevity and popularity,
Oriana wrote the line "The Life of the Party Since
1966".
RESULTS:
Continental Catering used the slogan for more than a
decade.
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CHALLENGE:
Create an attention-getting mailing about Scottsdale,
Arizona to send to travel magazine editors.
RESPONSE:
Oriana developed the idea of an electronic mailing,
entitled A 20-Minute Vacation in Scottsdale.
She wrote the script, using Arizona's historian Marshall
Trimble as one of the voices.
RESULTS:
The mailing proved very popular with the media and ended
up winning an award. |
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CHALLENGE: Increase interest on part of readers for Valley Guide magazine.
RESPONSE: Oriana pitched magazine to do a story on the emerging dog and cat owner market. One of the first such articles in the Valley (1990), the article encompassed shops, resort packages, pet spas, bark parks and even portraits.
RESULTS: The article became the cover story and the issue turned out to be one of Valley Guide's most popular! |
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CHALLENGE:
Pennsylvania House Furniture wanted to increase their
market share.
RESPONSE:
Oriana wrote a campaign -- TV, radio, print, catalogs
-- based on the mystery board game Clue. The
idea translated beautifully to all media including the
dealer ad -- "How to Make a Killing in the Furniture
Business" -- which ran in Furniture Weekly.
RESULTS:
The company was hard pressed to keep up with the orders
that poured in! |
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CHALLENGE: To write a brief biography for Arizona State University magazine of ASU graduate Surenda Shakya, who returned to Nepal with the goal of offering children a better future by bringing them into the digital age.
RESPONSE: By creating an initial series of well-researched and thoughtful questions, Oriana was able to hone in on the subject via an extensive e-mail correspondence with Mr. Shakya. And as their international e-mail relationship developed, she was able to ascertain how his ASU academic experience helped goals to be realized.
RESSULTS: The biographical subject was delighted with the write-up and it was a popular subject on the magazine's online version.
Article available at this link
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CHALLENGE: The assignment was to interview and write a short biography of Iyad Bin Amin Madani, Secretary-General of the Organization of Islamic Cooperation (OIC), the second largest international group after the United Nations.
RESPONSE: Oriana drew upon the Middle Eastern studies undertaken for her M.A. in International Relations to formulate knowledgeable, erudite questions for Mr. Madani. As a result, she was able to commence a lively and very informative e-mail correspondence with the biographical subject residing in Saudi Arabia.
RESULTS: Mr. Madani was very complimentary about the text. As was the editor of Arizona State University magazine. "Oriana has been writing for our magazine since 2006," says Liz Massey. "During that time, she has demonstrated an amazing knowledge of a wide variety of cultures and a true appreciation for the historical and cultural context of events and accomplishments happening in today's world."
Article available at this link
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CHALLENGE: Create a press release that would garner major newspaper coverage for Laurence Dunham Vineyards.
RESPONSE: Having freelanced extensively for The Arizona Republic, Oriana was well aware of the type of material sought by the paper. She developed an angle and covered material in her press release that would pique the interest of an editor.
RESULTS: Extensive coverage in two issues of The Arizona Republic! |
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CHALLENGE: Develop an advertising campaign that emphasized the
superior construction of JCB backhoe loaders.
RESPONSE: After intensive research, which involved actually operating
the backhoe loader!, Oriana came up the headline “Proud
craftsmen stand behind these numbers. And only one backhoe
loader”. The text went on to say “JCB always
gives their workers credit for doing a superior job.
One way is to have the workers sign the part they made.
That’s why there’s a name behind everyone
of these numbers.”
RESULTS: Client was delighted and sales increased! |
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CHALLENGE: Create a brochure that would portray the advantages
of the Integra Wall System in an attention-getting manner.
RESPONSE: Oriana and a freelance designer developed a “Three
Little Pigs” approach, which proved to be a wonderful
vehicle for highlighting product benefits. For instance,
to underscore the lower heating/cooling bills brought
about by polyurethane insulation, Oriana wrote the subhead:
“A System that keeps the wolf away from the door
with unequalled savings.”
RESULTS: Another instance of client satisfaction and increased
sales!!!! |
CHALLENGE: Create an ad that would emphasize the Cadillac Seville’s
superior looks and safety.
RESPONSE: Oriana used the spectacular Baltimore Aquarium to create
a memorable analogy. Her opening copy said “Dramatic.
Distinctive. Yet designed to be exceptionally functional.
An architectural landmark on the outside…an engineering
masterpiece on the inside. A building that’s designed
to support some of the more fragile forms of life. Like
the shellfish found in the Chesapeake Bay.” She
then went on to explore the analogy between auto and
aquarium with copy such as “…designed to
protect some of the more fragile forms of life. Like
the people found driving on icy rooms.”
RESULTS: While the Baltimore Aquarium was initially reluctant
to be involved with any ad, they were very, very impressed
by Oriana’s writing. Soon after reading the copy,
the OK was given to the ad agency. |
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