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Preparing
for Writing
Brett Atwood
What is Advertising?
 A form of communication for marketing used
to encourage, persuade or manipulate the
audience to con...
What is Public Relations?
 A strategic communication process that
builds mutually beneficial relationships
between organi...
Stereotypes
 What are some of the stereotypes associated
with public relations and advertisers?
“Old Skool” vs. “New Skool”
 PR and advertising industries are changing
rapidly
 Technology
 Globalization
 Personaliz...
Campaign Writing vs.
Journalism
 What is different about campaign writing that
distinguishes it from news reporting?
Differences
 Objectives
 Audiences
 Channels
 Skills
Campaigns vs. Journalism
 Persuade & motivate
 Tailored message
 Persuasive attitude
 Client advocacy
 Provide news &...
 Which do you think is more difficult?
Campaigns vs. Journalism
Sample Strategy Case Studies
 We will examine two case studies today:
 Rolling Stone Radio
 Amazon.com
Outlining the Purpose
 What is the desired communication
outcome?
 What do we want our audience to do or not
do?
Outlining the Purpose
 Who is our target audience?
 What are our target audience’s needs,
concerns and interests?
Outlining the Purpose
 What is our message?
 What communication channel is most
effective?
 Who is the most believable ...
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?...
 Amazon.com is launching a new store
offering computer and video games
 The store will be co-branded with Toys ‘R’ Us
 ...
 What is the desired communication outcome?
 What do we want our audience to do or not do?
 Who is our target audience?...
In-Class Activity
 On the next few slides, I will be presenting
potential “clients” for various campaign case
studies
 U...
 Low-cost carrier JetBlue is worried that rising
oil prices and recent terrorist threats have
caused consumers to avoid a...
 What is the desired communication outcome?
 What do we want our audience to do or not do?
 Who is our target audience?...
 Oil giant Exxon is about to announce record
profits for the quarter
 There is known sensitivity due to consumer
frustra...
 What is the desired communication outcome?
 What do we want our audience to do or not do?
 Who is our target audience?...
 Save the Children is “the leading independent
organization creating real and lasting change for children
in need in the ...
 What is the desired communication outcome?
 What do we want our audience to do or not do?
 Who is our target audience?...
 Loyal users of Facebook are concerned that
the site is violating the privacy of its users
with many of its new features
...
 What is the desired communication outcome?
 What do we want our audience to do or not do?
 Who is our target audience?...
 Washington State University has a reputation
for being a “party school”
 Administrators want to shake this image!
 Wha...
 What is the desired communication outcome?
 What do we want our audience to do or not do?
 Who is our target audience?...
Preparing for Writing in PR and Advertising
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Preparing for Writing in PR and Advertising Slide 1 Preparing for Writing in PR and Advertising Slide 2 Preparing for Writing in PR and Advertising Slide 3 Preparing for Writing in PR and Advertising Slide 4 Preparing for Writing in PR and Advertising Slide 5 Preparing for Writing in PR and Advertising Slide 6 Preparing for Writing in PR and Advertising Slide 7 Preparing for Writing in PR and Advertising Slide 8 Preparing for Writing in PR and Advertising Slide 9 Preparing for Writing in PR and Advertising Slide 10 Preparing for Writing in PR and Advertising Slide 11 Preparing for Writing in PR and Advertising Slide 12 Preparing for Writing in PR and Advertising Slide 13 Preparing for Writing in PR and Advertising Slide 14 Preparing for Writing in PR and Advertising Slide 15 Preparing for Writing in PR and Advertising Slide 16 Preparing for Writing in PR and Advertising Slide 17 Preparing for Writing in PR and Advertising Slide 18 Preparing for Writing in PR and Advertising Slide 19 Preparing for Writing in PR and Advertising Slide 20 Preparing for Writing in PR and Advertising Slide 21 Preparing for Writing in PR and Advertising Slide 22 Preparing for Writing in PR and Advertising Slide 23 Preparing for Writing in PR and Advertising Slide 24 Preparing for Writing in PR and Advertising Slide 25 Preparing for Writing in PR and Advertising Slide 26 Preparing for Writing in PR and Advertising Slide 27 Preparing for Writing in PR and Advertising Slide 28 Preparing for Writing in PR and Advertising Slide 29 Preparing for Writing in PR and Advertising Slide 30
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This is an introductory lecture for an online PR/Advertising course.

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Preparing for Writing in PR and Advertising

  1. 1. Preparing for Writing Brett Atwood
  2. 2. What is Advertising?  A form of communication for marketing used to encourage, persuade or manipulate the audience to continue or take action.  Often these are PAID announcements or information that is disseminated to the public
  3. 3. What is Public Relations?  A strategic communication process that builds mutually beneficial relationships between organizations and their publics  Definition courtesy of the PRSA  What are the first words that come to mind when you think of a public relations specialist?
  4. 4. Stereotypes  What are some of the stereotypes associated with public relations and advertisers?
  5. 5. “Old Skool” vs. “New Skool”  PR and advertising industries are changing rapidly  Technology  Globalization  Personalization  Outsourcing
  6. 6. Campaign Writing vs. Journalism  What is different about campaign writing that distinguishes it from news reporting?
  7. 7. Differences  Objectives  Audiences  Channels  Skills
  8. 8. Campaigns vs. Journalism  Persuade & motivate  Tailored message  Persuasive attitude  Client advocacy  Provide news & information  General message  Neutral attitude  Objectivity for public
  9. 9.  Which do you think is more difficult? Campaigns vs. Journalism
  10. 10. Sample Strategy Case Studies  We will examine two case studies today:  Rolling Stone Radio  Amazon.com
  11. 11. Outlining the Purpose  What is the desired communication outcome?  What do we want our audience to do or not do?
  12. 12. Outlining the Purpose  Who is our target audience?  What are our target audience’s needs, concerns and interests?
  13. 13. Outlining the Purpose  What is our message?  What communication channel is most effective?  Who is the most believable spokesperson?
  14. 14. Example: Rolling Stone Radio
  15. 15.  A new Internet music service is about to launch  How should this be publicized and positioned in the marketplace?
  16. 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, concerns and interests?  What is our message?  What communication channel is most effective?  Who is the most believable spokesperson?
  17. 17.  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?
  18. 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 and interests?  What is our message?  What communication channel is most effective?  Who is the most believable spokesperson?
  19. 19. In-Class Activity  On the next few slides, I will be presenting potential “clients” for various campaign case studies  Use the Internet to research your client and potential campaign strategies for each case study
  20. 20.  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?
  21. 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 and interests?  What is our message?  What communication channel is most effective?  Who is the most believable spokesperson?
  22. 22.  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
  23. 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 and interests?  What is our message?  What communication channel is most effective?  Who is the most believable spokesperson?
  24. 24.  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
  25. 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 and interests?  What is our message?  What communication channel is most effective?  Who is the most believable spokesperson?
  26. 26.  Loyal users of Facebook are concerned that the site is violating the privacy of its users with many of its new features  What can be done to help keep its most vocal critics happy while letting the general user base know that Facebook values user privacy?
  27. 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 and interests?  What is our message?  What communication channel is most effective?  Who is the most believable spokesperson?
  28. 28.  Washington State University has a reputation for being a “party school”  Administrators want to shake this image!  What can they do?
  29. 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 and interests?  What is our message?  What communication channel is most effective?  Who is the most believable spokesperson?
  • KatrinaLogan2

    Dec. 1, 2021
  • MohamedAbdelaalAhmed

    Feb. 2, 2019
  • MeshalPR

    Jan. 30, 2019
  • mohamedabdeltwab5

    Feb. 11, 2015
  • profsivek

    Nov. 11, 2010
  • meke

    May. 31, 2007

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

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