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Public Relations and Advertising

WEEK 6

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What is public relations?

Telling your story to the public Education Information Integrated communications tool

Public relations is a values-driven management of relationship between an organization and the publics that can affect its success.

Mostly it is writing well

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A point of view with a twist

Persuade audiences to hold a particular view about your company and/or its products

Put the organization and/or product in the best possible light

Put the organization and/or product into the desired position in the marketplace

CREDIBILITY!!!!!!!

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Public relations IS writing

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What you may write News releases Letters Speeches Backgrounders Online copy Magazine articles Pitch letters PowerPoint presentations Media tour presentations Media kits Banners Contact sheets

Newsletters Annual report letters Award announcements Award speeches Advertorials Letters to the editor E-mail messages Public relations plans Strategic communication

plans Invitations Testimonials Biographies

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What else you may write

Apology letters Statements to the

media Crisis events Surprise announcements

Crisis management plans

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PR writing basics

The message What “Feel” Fit

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Public relations audiences

The Audience PR message and channel are defined by your

relationship with your audience and the message Media outlets Sub-groups within the general population Internal or external audience

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PR writing basics

Media Fit message Fit audience Multiple “touches” with audience

Print – complicated messages Radio – short topics Internet – detail

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The news release

“Bread and butter” of public relations Still a basic news story Company name in 2nd paragraph Boilerplate at the end Contact information Headline

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News release format

Letterhead Contact information Headline Dateline Standard news format

Double space Indent paragraphs “more” and “30”

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News release format

Boilerplate paragraph at the endFounded in 1959, Sea Ray is the world’s largest manufacturer of superior quality pleasure boats headquartered in Knoxville, Tenn. With more than 50 different models ranging from 18 to 68 feet, Sea Ray makes a boat for every need. Each is built with a unique Sea Ray commitment to quality, craftsmanship and excellence throughout.

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Basic news release types

Announcements Events Promotions New locations/branches

Community activities Blood drive Donations Participation

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Basic news release types

Media packets and related materials New product New service Localize (fill-in-the-blanks)

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Media kit

Why do a media kit? Event Program Promotion

Distribution At the event Mail By request

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Media kit

Includes: News release(s) on event, product(s) Photos (on disk or CD) of key materials Contact information sheet Business card Bios of key personnel Backgrounders Testimonials

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News release packets

Set of news releases on a given topic or event Newspapers may sell ads around it Designed for smaller media outlets to use as a

series Program or project information

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News packets

Photos Event or program specific Product shots Generic

Royalty-free art

Graphics Illustrates program or product Logos

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News packets

Cover letter Business card for follow up Web site for more information Photos and artwork available electronically

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Public relations nuts and bolts

Strategy defines a public relations plan Components of that plan determined with

clients Materials are drafted and produced as “mock

ups” Client has say on visual and written content Final version goes through “legal” Produced and distributed Follow-up on results

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Mall of America

Problem? Solution? Information distribution

News releases Q&As Fact Sheets Ads

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Writing Ag advertising

General advertising Know thy audience!!!

Demographics Psychographics Media use habits Level of involvement with the product

Highly involved? Need other influences?

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Writing Ag advertisements

Best channel for the audience and the message

Create word pictures in the readers/listeners mind

Touch, feel, commonality with the overall communications