Preparing your strategy for a PR campaign

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  • + guestbf58b guestbf58b 9 months ago
    This was very helpful. I am developing a PR campaign for my senior thesis, and I can honestly say that I know where to begin now. Thanks.
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Preparing your strategy for a PR campaign - Presentation Transcript

  1. Preparing for Writing PR 313 Brett Atwood
  2. What is Public Relations?
    • What are the first words that come to mind when you think of a public relations specialist?
  3. Stereotypes
    • What are some of the stereotypes associated with public relations?
  4. “ Old Skool” vs. “New Skool” PR
    • PR is changing rapidly
    • Technology
    • Globalization
    • Personalization
    • Outsourcing
  5. PR Writing vs. Journalism
    • What is different about PR writing that distinguishes it from news reporting?
  6. PR vs. Journalism
    • Persuade & motivate
    • Tailored message
    • Persuasive attitude
    • Client advocacy
    • Provide news & information
    • General message
    • Neutral attitude
    • Objectivity for public
  7. Differences
    • Objectives
    • Audiences
    • Channels
    • Skills
  8. PR Strategy: Outlining the Objectives
    • What is the desired communication outcome?
    • What do we want our audience to do or not do?
  9. PR Strategy: Outlining the Audiences
    • Who is our target audience?
    • What are our target audience’s needs, concerns and interests?
  10. PR Strategy: Outlining the Channels and Skills
    • What is our message?
    • What communication channel is most effective?
    • Who is the most believable spokesperson?
  11. Sample PR Strategy Sessions
    • We will examine three case studies:
      • Rolling Stone Radio
      • Amazon.com
      • Second Life
  12. Example: Rolling Stone Radio
    • A new Internet music service is about to launch
    • How should this be publicized and positioned in the marketplace?
    • 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 and interests?
    • What is our message?
    • What communication channel is most effective?
    • Who is the most believable spokesperson?
  13.  
    • Amazon.com is launching a new store offering computer and video games
    • The store will be co-branded with Toys ‘R’ Us
    • How should this be publicized and positioned in the marketplace?
    • 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 and interests?
    • What is our message?
    • What communication channel is most effective?
    • Who is the most believable spokesperson?
    • Second Life is the leading 3D online digital “world,” but many people are still confused about what exactly that means
    • Further, this lack of familiarity means that it may not seem interesting to many potential customers
    • How can Second Life better define the experience so that it can attract new users?
    • 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 and interests?
    • What is our message?
    • What communication channel is most effective?
    • Who is the most believable spokesperson?
  14. Activity
    • On the next few slides, I will be presenting potential “clients”
    • For each client, use the Internet to research your client and potential campaign strategies
    • Prepare a one-page strategic plan overview that addresses each client’s defined needs
    • Low-cost carrier JetBlue is worried that rising oil prices and recent terrorist threats have caused consumers to avoid air travel
    • What can they do publicize their service as a safe, inexpensive form of travel?
    • 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 and interests?
    • What is our message?
    • What communication channel is most effective?
    • Who is the most believable spokesperson?
    • Oil giant Exxon is about to announce record profits for the quarter
    • There is known sensitivity due to consumer frustration with rising gas prices
    • Exxon needs to appease investors, but also calm consumer and federal concerns about price gouging
    • 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 and interests?
    • What is our message?
    • What communication channel is most effective?
    • Who is the most believable spokesperson?
    • Save the Children is “the leading independent organization creating real and lasting change for children in need in the United States and around the world”
    • The organization has contributed significantly to help victims of Hurricane Katrina
    • This needs to be communicated and used to spread awareness of the organization and solicit new donations
    • However, the organization needs to be sensitive to how it portrays this message so that it is not seen as “exploiting” those that it helps
    • 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 and interests?
    • What is our message?
    • What communication channel is most effective?
    • Who is the most believable spokesperson?
    • Loyal users of Facebook are concerned that the site will change for the worse after registration was opened beyond students
    • What can be done to help the site maintain street credibility and integrity with the most loyal users?
    • 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 and interests?
    • What is our message?
    • What communication channel is most effective?
    • Who is the most believable spokesperson?
    • Washington State University has a reputation for being a “party school”
    • Administrators want to shake this image!
    • What can they do?
    • 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 and interests?
    • What is our message?
    • What communication channel is most effective?
    • Who is the most believable spokesperson?

+ Brett AtwoodBrett Atwood, 3 years ago

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