Public Relations and Advertising WEEK 6

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

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!!!!!!!

Public relations IS writing

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

What else you may write Apology letters Statements to the media Crisis events Surprise announcements Crisis management plans

PR writing basics The message What “Feel” Fit

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

PR writing basics Media Print – complicated messages Fit message Fit audience Multiple “touches” with audience Print – complicated messages Radio – short topics Internet – detail

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

News release format Letterhead Contact information Headline Dateline Standard news format Double space Indent paragraphs “more” and “30”

News release format 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.

Basic news release types Announcements Events Promotions New locations/branches Community activities Blood drive Donations Participation

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

Media kit Why do a media kit? Distribution Event Program Promotion At the event Mail By request

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

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

News packets Photos Graphics Event or program specific Product shots Generic Royalty-free art Graphics Illustrates program or product Logos

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

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

Mall of America Problem? Solution? Information distribution News releases Q&As Fact Sheets Ads

Writing Ag advertising General advertising Know thy audience!!! Demographics Psychographics Media use habits Level of involvement with the product Highly involved? Need other influences?

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