Preparing for Writing

Brett Atwood

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

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?

Stereotypes

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

“Old Skool” vs. “New Skool”

PR and advertising industries are changing rapidly

Technology Globalization Personalization Outsourcing

Campaign Writing vs. Journalism

What is different about campaign writing that distinguishes it from news reporting?

Differences

Objectives Audiences Channels Skills

Campaigns vs. Journalism

Persuade & motivate Tailored message Persuasive attitude Client advocacy

Provide news & information

General message Neutral attitude Objectivity for public

Which do you think is more difficult?

Campaigns vs. Journalism

Sample Strategy Case Studies

We will examine two case studies today: Rolling Stone Radio Amazon.com

Outlining the Purpose

What is the desired communication outcome? What do we want our audience to do or not

do?

Outlining the Purpose

Who is our target audience? What are our target audience’s needs,

concerns and interests?

Outlining the Purpose

What is our message? What communication channel is most

effective? Who is the most believable spokesperson?

Example: Rolling Stone Radio

A new Internet music service is about to launch How should this be publicized and positioned

in the marketplace?

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?

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?

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?

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

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?

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?

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

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?

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

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?

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?

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?

Washington State University has a reputation for being a “party school”

Administrators want to shake this image! What can they do?

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?