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

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?