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Public Relations
- Represents an organization
- Deals directly with the media
- Fosters positive relationships
- Deals with crises management
- Facilitate positive outlook on management
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Advertising
- Controlled use of media ensuring that your message
- reaches your audience in exactly the form you intend and at the time you want.
- Promotes Ideas
- Is persuasive and memorable/creative
- Features a call to action
- There is a target audience
- Has a purpose
- Harmony of text & visual will compliment each
- other
- Language speaks to target audience’s understanding
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Advertising Structure
- Headline
- Short & Sweet! Simple words, no more than 10, factual.
- Primary
- Product/Service benefits
- Name of Brand
- Action Verb
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Fact Sheet
- Facts and nothing more
- Elaborate on already presented info
- Not just repeat what has been said
- Include states, historical review of product and
- service
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Bio Sketch
- In depth info pieces
- Comprehensive and concise
- Fill gaps within news release
- Historical review of client
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News Letter
- Addresses internal public to inform
- Flows both vertically and horizontally
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Marketing
- Deals with a product, as opposed to relationships and message statements.
- More customer driven, while PR is more client
- community driven.
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Research/Interview
- Begins w/ yes & no questions
- Research client topic
- Listen well and take notes
- Encourage complete responses
- Participate in interview process
- Don’t be afraid to ask for explanation
- Observe: physical environment, present yourself
- in a positive/warm/open manner, create a permissive atmosphere, don’t apply too
- much pressure, adapt, build rapport.
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Media Pitch Letter
- Persuasive
- Designed for media audience
- Facts = Strong letter
- Who are you trying to reach?
- When do you need to reach the target audience?
- Which medium is most credible/trusted by the target?
- Which is most timely?
- Media or Medium?
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Media Pitch Letter Structure
- Beginning: set the stage; paint a picture
- Middle: actual details; meat of letter
- Conclusion: summary, your next step (action)
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PSAs
- Nonprofit entitled to “air time” by law
- 1) Keep it simple
- 2) Work from general to specific
- 3) Start w/ something interesting
- 4) If appropriate: testimonials, celebs, on screen
- message
- Celebs may sometimes be to overpowering
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Radio PSA
- Competition for this “free” air time is steep
- The “product” being promoted in the spot is often
- intangible
- The “product” asks more of listener (call to action)
- Differentiate your message due to high competition
- Every phrase in your PSA should drive the message
- forward
- One sentence should lead to the next
- Progression
- 60 seconds
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Radio PSA Structure
- Triple Space
- Leave ample margins on top and bottom of page
- Special notes, message and instructions to public service directors should be attached and not part of message copy
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TV PSA
- More competition
- Common Commercials
- Talking Head
- Slice of Life
- Voice Over
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Collateral Material
- Basic information
- Subliminal advertising
- Tell the story of a company
- 1) clear creative company
- 2) Get a hold of the audience’s attention
- 3) Understand target audience
- 4) Organized, clear & prompt
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News Release
- Most widely used outlet, used to disseminate info for
- publicity purposes
- Sent to any possible medium
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Press Kits
- Handed out as a product promotion, used by
- organization to get their messages out
- Aids message dissemination by adding the right amount
- of unduplicated info to the media mix
- Composed of a number of info pieces designed
- specifically for use by the media
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Press Kits Components
- News Release
- PSA
- Media Pitch
- Collateral Material
- Bio Sketch
- Fact Sheet
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Evaluation
- Evaluation happens through out a campaign in order
- assess actions being taken, not just at the end
- What do you evaluate:
- Success of aspects of campaign
- Target Audience’s view of client
- Participation in call to action
- New Supporters/donors (nonprofit)
- Guests at events
- Radio/Television:
- Evaluate ratings,traffic to channels
- Print
- Placement helps evaluate how important the media thought your pitch was through their usage
- Methods of Evaluation
- Focus groups
- Questionnaires
- Surveys
- Interviews
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Parts of PR Plan
- 1) Client Situation
- · Strengths/Weaknesses
- · Why conduct a PR plan
- · Target Audience
- · What we hope to accomplish
- 2) Goals & Objectives
- · Goals (long term)
- · Objectives (short term)
- ·What is being measured? (Research)
- 3) Message Statement
- 4) Strategy: how the message is delivered/distributed (what mediums etc.)
- 5) PR Planning Factors (Research)
- Roles
- ·Communications Director - most of coms with
- organization, who the client deals with
- ·Copy writer - the person who writes components of
- press kit
- ·Account Executive - handles financials
- ·Creative Director: plans events/promotions (etc.)
- 6) Evaluation
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Life Stages
- Introductory - new market; its first introductory “announcement” and appearance
- Growth Mode - has some market strength and demonstrates consistent favorable growth within its target audience(s)
- Maturity - Product has been in market for some time, is aged, and reached its peak; growth has leveled off
- Declining Popularity - product interest is in decline (perhaps due to comp., innovations, marketing etc.)
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Differance between Public Service and Advertising
- PS are controlled as far as
- message content but not timing and placement
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