Public Relations and Advertising

1. Public Relations and Advertising 16 16.1 Write for Public Relations 16.2 Write Advertising Copy

2. 16.1 Write for Public Relations GOALS KEY TERMS public relations publicist press release media kit • Define “public relations.” • Explain the elements of a press release. CHAPTER 16

3. What Is Public Relations? • Public relations is the practice of presenting image and information. • Often referred to as PR • Public relations department • Public relations agency CHAPTER 16

4. Public Relations and Journalism • Public relations isn’t journalism, exactly. • Requires some of the same skills as those needed by journalists • Taught in college and university journalism departments CHAPTER 16

5. Publicists • Publicists are people who work in public relations. • Responsibility • Get information out to the public • Common activities • Plan media campaigns • Write press releases and scripts for video or audio releases • Organize news conferences • Act as the spokesperson for the person, organization or business CHAPTER 16

6. The Press Release • A press release is a story written by the publicist to announce to the press something newsworthy. • The purpose is to get the attention of reporters, editors and producers working in news organizations. CHAPTER 16

7. Publicists write press releases to… • Announce new products or new service • Announce the opening of a new business • Announce an event • Announce a hiring or promotion • Introduce an important person to the community • Manage a crisis • Inform the community of a new campaign or program • Tell reporters about plans for a news conference CHAPTER 16

8. CHECKPOINT • What is public relations? CHAPTER 16

9. Write a Press Release • Similar to writing a news story • Make sure the lead has a central point • Use facts to tell the story • Use the inverted pyramid format • Use AP style • Avoid jargon • Different from newswriting • Tell your side of a story. • “Spin” or present the information in a biased way that benefits the client. CHAPTER 16

10. What Is a Media Kit? • A media kit provides elements beyond the press release. • Examples of elements in a media kit • Press release • Photographs • Video interview with a pertinent person • Video that shows the product • Sample of the product • Means to get a sample, such as a coupon or ticket CHAPTER 16

11. CHECKPOINT • What is the difference between a press release and a media kit? CHAPTER 16

12. 16.2 Write for Advertising GOALS KEY TERMS advertising copywriter logo tagline • Define what advertising is. • Explain how to write advertising copy. CHAPTER 16

13. What Is Advertising? • Advertising is a paid medium whose goal is to move the audience to buy or do something. • A copywriter is a person who writes ad copy. CHAPTER 16

14. Elements of an Advertisement • Headline • Subhead • A photograph, graphic or illustration • Text with a lead paragraph that gets the point across quickly • Request for action • The company logo, or symbol • The company tagline, a motto or slogan CHAPTER 16

15. CHECKPOINT • What is advertising? CHAPTER 16

16. Write Advertising Copy • Clear message • Examples • “Just do it.” (Nike) • “We try harder.” (Avis) • “Where’s the beef?” (Wendy’s) CHAPTER 16

17. Guidelines for Creative Copy • Hook the reader with a head • Be free with adjectives and adverbs • Every word counts, so choose your words carefully • Show the benefits of what you are advertising CHAPTER 16

18. CHECKPOINT • In what way do copywriters think like journalists? CHAPTER 16