Preparing to write for a PR campaign

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This introductory PR lecture focuses on the research and planning needed for writing your PR strategy and press releases.

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Preparing to write for a PR campaign

  1. 1. Preparing for Writing PR 313 Brett Atwood
  2. 2. What is Public Relations? <ul><li>What are the first words that come to mind when you think of a public relations specialist? </li></ul><ul><li>How? </li></ul><ul><li>Do they always share the same objectives? </li></ul>Different than Advertising?
  3. 3. Stereotypes <ul><li>What are some of the stereotypes associated with public relations? </li></ul>
  4. 4. “ Old Skool” vs. “New Skool” PR <ul><li>PR is changing rapidly </li></ul><ul><li>Technology </li></ul><ul><li>Globalization </li></ul><ul><li>Personalization </li></ul><ul><li>Outsourcing </li></ul>
  5. 5. PR Writing vs. Journalism <ul><li>What is different about PR writing that distinguishes it from news reporting? </li></ul>
  6. 6. PR vs. Journalism <ul><li>Persuade & motivate </li></ul><ul><li>Tailored message </li></ul><ul><li>Persuasive attitude </li></ul><ul><li>Client advocacy </li></ul><ul><li>Provide news & information </li></ul><ul><li>General message </li></ul><ul><li>Neutral attitude </li></ul><ul><li>Objectivity for public </li></ul>
  7. 7. Differences <ul><li>Objectives </li></ul><ul><li>Audiences </li></ul><ul><li>Channels </li></ul><ul><li>Skills </li></ul>
  8. 8. PR Strategy: Outlining the Objectives <ul><li>What is the desired communication outcome? </li></ul><ul><li>What do we want our audience to do or not do? </li></ul>
  9. 9. PR Strategy: Outlining the Audiences <ul><li>Who is our target audience? </li></ul><ul><li>What are our target audience’s needs, concerns and interests? </li></ul>
  10. 10. PR Strategy: Outlining the Channels and Skills <ul><li>What is our message? </li></ul><ul><li>What communication channel is most effective? </li></ul><ul><li>Who is the most believable spokesperson? </li></ul>
  11. 11. Sample PR Strategy Sessions <ul><li>We will examine three case studies: </li></ul><ul><ul><li>Rolling Stone Radio </li></ul></ul><ul><ul><li>Amazon.com </li></ul></ul><ul><ul><li>Second Life </li></ul></ul>
  12. 12. Example: Rolling Stone Radio
  13. 13. <ul><li>A new Internet music service is about to launch </li></ul><ul><li>How should this be publicized and positioned in the marketplace? </li></ul>
  14. 14. <ul><li>What is the desired communication outcome? </li></ul><ul><li>What do we want our audience to do or not do? </li></ul><ul><li>Who is our target audience? </li></ul><ul><li>What are our target audience’s needs, concerns and interests? </li></ul><ul><li>What is our message? </li></ul><ul><li>What communication channel is most effective? </li></ul><ul><li>Who is the most believable spokesperson? </li></ul>
  15. 16. <ul><li>Amazon.com is launching a new store offering computer and video games </li></ul><ul><li>The store will be co-branded with Toys ‘R’ Us </li></ul><ul><li>How should this be publicized and positioned in the marketplace? </li></ul>
  16. 17. <ul><li>What is the desired communication outcome? </li></ul><ul><li>What do we want our audience to do or not do? </li></ul><ul><li>Who is our target audience? </li></ul><ul><li>What are our target audience’s needs, concerns and interests? </li></ul><ul><li>What is our message? </li></ul><ul><li>What communication channel is most effective? </li></ul><ul><li>Who is the most believable spokesperson? </li></ul>
  17. 18. <ul><li>Second Life is the leading 3D online digital “world,” but many people are still confused about what exactly that means </li></ul><ul><li>Further, this lack of familiarity means that it may not seem interesting to many potential customers </li></ul><ul><li>How can Second Life better define the experience so that it can attract new users? </li></ul>
  18. 19. <ul><li>What is the desired communication outcome? </li></ul><ul><li>What do we want our audience to do or not do? </li></ul><ul><li>Who is our target audience? </li></ul><ul><li>What are our target audience’s needs, concerns and interests? </li></ul><ul><li>What is our message? </li></ul><ul><li>What communication channel is most effective? </li></ul><ul><li>Who is the most believable spokesperson? </li></ul>
  19. 20. Activity <ul><li>On the next few slides, I will be presenting potential “clients” </li></ul><ul><li>For each client, use the Internet to research your client and potential campaign strategies </li></ul><ul><li>Prepare a one-page strategic plan overview that addresses each client’s defined needs </li></ul>
  20. 21. <ul><li>Low-cost carrier JetBlue is worried that rising oil prices and recent terrorist threats have caused consumers to avoid air travel </li></ul><ul><li>What can they do publicize their service as a safe, inexpensive form of travel? </li></ul>
  21. 22. <ul><li>What is the desired communication outcome? </li></ul><ul><li>What do we want our audience to do or not do? </li></ul><ul><li>Who is our target audience? </li></ul><ul><li>What are our target audience’s needs, concerns and interests? </li></ul><ul><li>What is our message? </li></ul><ul><li>What communication channel is most effective? </li></ul><ul><li>Who is the most believable spokesperson? </li></ul>
  22. 23. <ul><li>Oil giant Exxon is about to announce record profits for the quarter </li></ul><ul><li>There is known sensitivity due to consumer frustration with rising gas prices </li></ul><ul><li>Exxon needs to appease investors, but also calm consumer and federal concerns about price gouging </li></ul>
  23. 24. <ul><li>What is the desired communication outcome? </li></ul><ul><li>What do we want our audience to do or not do? </li></ul><ul><li>Who is our target audience? </li></ul><ul><li>What are our target audience’s needs, concerns and interests? </li></ul><ul><li>What is our message? </li></ul><ul><li>What communication channel is most effective? </li></ul><ul><li>Who is the most believable spokesperson? </li></ul>
  24. 25. <ul><li>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” </li></ul><ul><li>The organization has contributed significantly to help victims of Hurricane Katrina </li></ul><ul><li>This needs to be communicated and used to spread awareness of the organization and solicit new donations </li></ul><ul><li>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 </li></ul>
  25. 26. <ul><li>What is the desired communication outcome? </li></ul><ul><li>What do we want our audience to do or not do? </li></ul><ul><li>Who is our target audience? </li></ul><ul><li>What are our target audience’s needs, concerns and interests? </li></ul><ul><li>What is our message? </li></ul><ul><li>What communication channel is most effective? </li></ul><ul><li>Who is the most believable spokesperson? </li></ul>
  26. 27. <ul><li>Many users of Facebook are unhappy about the site’s tendency to add new features that may compromise privacy </li></ul><ul><li>What can be done to help the site keep its most vocal critics happy while letting the general user base know that Facebook values user privacy? </li></ul>
  27. 28. <ul><li>What is the desired communication outcome? </li></ul><ul><li>What do we want our audience to do or not do? </li></ul><ul><li>Who is our target audience? </li></ul><ul><li>What are our target audience’s needs, concerns and interests? </li></ul><ul><li>What is our message? </li></ul><ul><li>What communication channel is most effective? </li></ul><ul><li>Who is the most believable spokesperson? </li></ul>
  28. 29. <ul><li>Washington State University has a reputation for being a “party school” </li></ul><ul><li>Administrators want to shake this image! </li></ul><ul><li>What can they do? </li></ul>
  29. 30. <ul><li>What is the desired communication outcome? </li></ul><ul><li>What do we want our audience to do or not do? </li></ul><ul><li>Who is our target audience? </li></ul><ul><li>What are our target audience’s needs, concerns and interests? </li></ul><ul><li>What is our message? </li></ul><ul><li>What communication channel is most effective? </li></ul><ul><li>Who is the most believable spokesperson? </li></ul>

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