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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 for Writing
PR 313Brett Atwood
What is Public Relations?
What are the first words that come to mind when you think of a public relations specialist?
How? Do they always share the same objectives?
Different than Advertising?
Stereotypes
What are some of the stereotypes associated with public relations?
“Old Skool” vs. “New Skool” PR
PR is changing rapidly Technology Globalization Personalization Outsourcing
PR Writing vs. Journalism
What is different about PR writing that distinguishes it from news reporting?
PR vs. Journalism Persuade & motivate Tailored message Persuasive attitude Client advocacy
Provide news & information
General message Neutral attitude Objectivity for public
Differences
Objectives Audiences Channels Skills
PR Strategy: Outlining the Objectives
What is the desired communication outcome? What do we want our audience to do or not
do?
PR Strategy: Outlining the Audiences
Who is our target audience? What are our target audience’s needs,
concerns and interests?
PR Strategy: Outlining the Channels and Skills
What is our message? What communication channel is most
effective? Who is the most believable spokesperson?
Sample PR Strategy Sessions
We will examine three case studies: Rolling Stone Radio Amazon.com Second Life
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?
Second Life is the leading 3D online digital “world,” but many people are still confused about what exactly that means
Further, this lack of familiarity means that it may not seem interesting to many potential customers
How can Second Life better define the experience so that it can attract new users?
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?
Activity
On the next few slides, I will be presenting potential “clients”
For each client, use the Internet to research your client and potential campaign strategies
Prepare a one-page strategic plan overview that addresses each client’s defined needs
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?
Many users of Facebook are unhappy about the site’s tendency to add new features that may compromise privacy
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?
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?