1. Public Relations and Advertising
WEEK 6

2. 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

3. 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!!!!!!!

4. Public relations IS writing

5. 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
messages
Public relations plans
Strategic communication plans
Invitations
Testimonials
Biographies

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

7. PR writing basics
The message
What
“Feel”
Fit

8. 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

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

10. 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

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

12. 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.

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

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

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

16. 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

17. 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

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

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

20. 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

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

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

23. 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