Public Relations and
Advertising
WEEK 6
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What is public relations?
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Telling your story to the public
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Education
Information
Integrated communications tool
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Public relations is a values-driven management of
relationship between an organization and the publics that
can affect its success.
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Mostly it is writing well
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A point of view with a twist
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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
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News releases
Letters
Speeches
Backgrounders
Online copy
Magazine articles
Pitch letters
PowerPoint presentations
Media tour presentations
Media kits
Banners
Contact sheets
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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
5
What else you may write
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Apology letters
Statements to the
media
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Crisis events
Surprise announcements
Crisis management
plans
6
PR writing basics
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The message
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What
“Feel”
Fit
7
Public relations audiences
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The Audience
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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
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Media
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Fit message
Fit audience
Multiple “touches” with audience
Print – complicated messages
Radio – short topics
Internet – detail
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The news release
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“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
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Letterhead
Contact information
Headline
Dateline
Standard news format
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Double space
Indent paragraphs
“more” and “30”
11
News release format
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Boilerplate paragraph at the end
Founded 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
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Announcements
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Events
Promotions
New locations/branches
Community activities
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Blood drive
Donations
Participation
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Basic news release types
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Media packets and related materials
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New product
New service
Localize (fill-in-the-blanks)
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Media kit
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Why do a media kit?
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Event
Program
Promotion
Distribution
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At the event
Mail
By request
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Media kit
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Includes:
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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
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Set of news releases on a given topic or
event
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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
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Photos
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Event or program specific
Product shots
Generic
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Royalty-free art
Graphics
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Illustrates program or product
Logos
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News packets
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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
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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
20
Mall of America
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Problem?
Solution?
Information distribution
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News releases
Q&As
Fact Sheets
Ads
21
Writing Ag advertising
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General advertising
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Know thy audience!!!
Demographics
Psychographics
Media use habits
Level of involvement with the product
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Highly involved?
Need other influences?
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Writing Ag advertisements
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Best channel for the audience and the
message
Create word pictures in the readers/listeners
mind
Touch, feel, commonality with the overall
communications
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