The document discusses the differences between advertising and public relations. It notes that advertising aims to encourage or persuade an audience through paid announcements, while public relations builds mutually beneficial relationships through strategic communication. The document also explores stereotypes associated with advertising and PR, how the industries have changed with technology and globalization, and key differences between campaign writing and journalism like objectives, audiences, and skills required. It provides examples of case studies that could be examined, like a new music streaming service and Amazon launching a gaming store.

1. Preparing
for Writing
Brett Atwood

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. 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. Stereotypes
 What are some of the stereotypes associated
with public relations and advertisers?

5. “Old Skool” vs. “New Skool”
 PR and advertising industries are changing
rapidly
 Technology
 Globalization
 Personalization
 Outsourcing

6. Campaign Writing vs.
Journalism
 What is different about campaign writing that
distinguishes it from news reporting?

7. Differences
 Objectives
 Audiences
 Channels
 Skills

8. Campaigns vs. Journalism
 Persuade & motivate
 Tailored message
 Persuasive attitude
 Client advocacy
 Provide news &
information
 General message
 Neutral attitude
 Objectivity for public

9.  Which do you think is more difficult?
Campaigns vs. Journalism

10. Sample Strategy Case Studies
 We will examine two case studies today:
 Rolling Stone Radio
 Amazon.com

11. Outlining the Purpose
 What is the desired communication
outcome?
 What do we want our audience to do or not
do?

12. Outlining the Purpose
 Who is our target audience?
 What are our target audience’s needs,
concerns and interests?

13. Outlining the Purpose
 What is our message?
 What communication channel is most
effective?
 Who is the most believable spokesperson?

14. Example: Rolling Stone Radio

15.  A new Internet music service is about to launch
 How should this be publicized and positioned
in the marketplace?

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?

18.  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?

19.  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?

20. 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

21.  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?

22.  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?

23.  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

24.  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?

25.  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

26.  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?

27.  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?

28.  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?

29.  Washington State University has a reputation
for being a “party school”
 Administrators want to shake this image!
 What can they do?

30.  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?