Preparing to write for a PR campaign

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?