2. What is Advertising?
A form of communication for marketing used
to encourage, persuade or manipulate the
audience to continue or take action.
Often these are PAID announcements or
information that is disseminated to the public
3. What is Public Relations?
A strategic communication process that
builds mutually beneficial relationships
between organizations and their publics
Definition courtesy of the PRSA
What are the first words that come to mind
when you think of a public relations
specialist?
4. Stereotypes
What are some of the stereotypes associated
with public relations and advertisers?
5. “Old Skool” vs. “New Skool”
PR and advertising industries are changing
rapidly
Technology
Globalization
Personalization
Outsourcing
15. A new Internet music service is about to launch
How should this be publicized and positioned
in the marketplace?
16. 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?
17.
18. 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?
19. 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?
20. In-Class Activity
On the next few slides, I will be presenting
potential “clients” for various campaign case
studies
Use the Internet to research your client and
potential campaign strategies for each case
study
21. 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?
22. 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?
23. 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
24. 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?
25. 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
26. 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?
27. Loyal users of Facebook are concerned that
the site is violating the privacy of its users
with many of its new features
What can be done to help keep its most vocal
critics happy while letting the general user
base know that Facebook values user
privacy?
28. 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?
29. Washington State University has a reputation
for being a “party school”
Administrators want to shake this image!
What can they do?
30. 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?