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Preparing for Writing in PR and Advertising
Preparing for Writing in PR and Advertising
Preparing for Writing in PR and Advertising
Preparing for Writing in PR and Advertising
Preparing for Writing in PR and Advertising
Preparing for Writing in PR and Advertising
Preparing for Writing in PR and Advertising
Preparing for Writing in PR and Advertising
Preparing for Writing in PR and Advertising
Preparing for Writing in PR and Advertising
Preparing for Writing in PR and Advertising
Preparing for Writing in PR and Advertising
Preparing for Writing in PR and Advertising
Preparing for Writing in PR and Advertising
Preparing for Writing in PR and Advertising
Preparing for Writing in PR and Advertising
Preparing for Writing in PR and Advertising
Preparing for Writing in PR and Advertising
Preparing for Writing in PR and Advertising
Preparing for Writing in PR and Advertising
Preparing for Writing in PR and Advertising
Preparing for Writing in PR and Advertising
Preparing for Writing in PR and Advertising
Preparing for Writing in PR and Advertising
Preparing for Writing in PR and Advertising
Preparing for Writing in PR and Advertising
Preparing for Writing in PR and Advertising
Preparing for Writing in PR and Advertising
Preparing for Writing in PR and Advertising
Preparing for Writing in PR and Advertising
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Preparing for Writing in PR and Advertising

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This is an introductory lecture for an online PR/Advertising course.

This is an introductory lecture for an online PR/Advertising course.

Published in: Education, Business, Technology
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  • 1. Preparingfor WritingBrett Atwood
  • 2. What is Advertising? A form of communication for marketing usedto encourage, persuade or manipulate theaudience to continue or take action. Often these are PAID announcements orinformation that is disseminated to the public
  • 3. What is Public Relations? A strategic communication process thatbuilds mutually beneficial relationshipsbetween organizations and their publics Definition courtesy of the PRSA What are the first words that come to mindwhen you think of a public relationsspecialist?
  • 4. Stereotypes What are some of the stereotypes associatedwith public relations and advertisers?
  • 5. “Old Skool” vs. “New Skool” PR and advertising industries are changingrapidly Technology Globalization Personalization Outsourcing
  • 6. Campaign Writing vs.Journalism What is different about campaign writing thatdistinguishes it from news reporting?
  • 7. Differences Objectives Audiences Channels Skills
  • 8. Campaigns vs. Journalism Persuade & motivate Tailored message Persuasive attitude Client advocacy Provide news &information General message Neutral attitude Objectivity for public
  • 9.  Which do you think is more difficult?Campaigns vs. Journalism
  • 10. Sample Strategy Case Studies We will examine two case studies today: Rolling Stone Radio Amazon.com
  • 11. Outlining the Purpose What is the desired communicationoutcome? What do we want our audience to do or notdo?
  • 12. Outlining the Purpose Who is our target audience? What are our target audience’s needs,concerns and interests?
  • 13. Outlining the Purpose What is our message? What communication channel is mosteffective? Who is the most believable spokesperson?
  • 14. Example: Rolling Stone Radio
  • 15.  A new Internet music service is about to launch How should this be publicized and positionedin the marketplace?
  • 16.  What is the desired communication outcome? What do we want our audience to do or not do? Who is our target audience? What are our target audience’s needs, concernsand interests? What is our message? What communication channel is most effective? Who is the most believable spokesperson?
  • 17.  Amazon.com is launching a new storeoffering computer and video games The store will be co-branded with Toys ‘R’ Us How should this be publicized and positionedin the marketplace?
  • 18.  What is the desired communication outcome? What do we want our audience to do or not do? Who is our target audience? What are our target audience’s needs, concerns andinterests? What is our message? What communication channel is most effective? Who is the most believable spokesperson?
  • 19. In-Class Activity On the next few slides, I will be presentingpotential “clients” for various campaign casestudies Use the Internet to research your client andpotential campaign strategies for each casestudy
  • 20.  Low-cost carrier JetBlue is worried that risingoil prices and recent terrorist threats havecaused consumers to avoid air travel What can they do publicize their service as asafe, inexpensive form of travel?
  • 21.  What is the desired communication outcome? What do we want our audience to do or not do? Who is our target audience? What are our target audience’s needs, concerns andinterests? What is our message? What communication channel is most effective? Who is the most believable spokesperson?
  • 22.  Oil giant Exxon is about to announce recordprofits for the quarter There is known sensitivity due to consumerfrustration with rising gas prices Exxon needs to appease investors, but alsocalm consumer and federal concerns aboutprice gouging
  • 23.  What is the desired communication outcome? What do we want our audience to do or not do? Who is our target audience? What are our target audience’s needs, concerns andinterests? What is our message? What communication channel is most effective? Who is the most believable spokesperson?
  • 24.  Save the Children is “the leading independentorganization creating real and lasting change for childrenin need in the United States and around the world” The organization has contributed significantly to helpvictims of Hurricane Katrina This needs to be communicated and used to spreadawareness of the organization and solicit new donations However, the organization needs to be sensitive to how itportrays this message so that it is not seen as “exploiting”those that it helps
  • 25.  What is the desired communication outcome? What do we want our audience to do or not do? Who is our target audience? What are our target audience’s needs, concerns andinterests? What is our message? What communication channel is most effective? Who is the most believable spokesperson?
  • 26.  Loyal users of Facebook are concerned thatthe site is violating the privacy of its userswith many of its new features What can be done to help keep its most vocalcritics happy while letting the general userbase know that Facebook values userprivacy?
  • 27.  What is the desired communication outcome? What do we want our audience to do or not do? Who is our target audience? What are our target audience’s needs, concerns andinterests? What is our message? What communication channel is most effective? Who is the most believable spokesperson?
  • 28.  Washington State University has a reputationfor being a “party school” Administrators want to shake this image! What can they do?
  • 29.  What is the desired communication outcome? What do we want our audience to do or not do? Who is our target audience? What are our target audience’s needs, concerns andinterests? What is our message? What communication channel is most effective? Who is the most believable spokesperson?

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