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Preparing for Writing in PR and Advertising

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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?

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