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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.

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Preparing for Writing in PR and Advertising

  1. 1. Preparingfor WritingBrett Atwood
  2. 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. 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. 4. Stereotypes What are some of the stereotypes associatedwith public relations and advertisers?
  5. 5. “Old Skool” vs. “New Skool” PR and advertising industries are changingrapidly Technology Globalization Personalization Outsourcing
  6. 6. Campaign Writing vs.Journalism What is different about campaign writing thatdistinguishes 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 communicationoutcome? What do we want our audience to do or notdo?
  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 mosteffective? 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 positionedin 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, concernsand 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 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 28.  Washington State University has a reputationfor 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 andinterests? What is our message? What communication channel is most effective? Who is the most believable spokesperson?

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