Class Notes on Public Relations and Advertising
Public Relations and Advertising Building Blocks
Grammar and AP
Every class session we will go over a common problem in grammar and AP. The grammar examples are things not normally caught by a spell-checker. Write these down, you will be tested on them.

• Grammar: your vs. you're

  your - possession

  Example:
  

  you're - contraction of you are

  Example:

• AP: None today

P.R. and Advertising Building Blocks
Persuasive writing for media consists of two major types: advertisements and public relations. P.R. is the management of "publics" or target audiences. Advertising messages are tailored to appeal to certain audiences and generally are based on a marketing strategy.

Unlike writing for print and broadcast, your goal here is to present a favorably biased view of a subject. Although you are presenting your spin, you must remain ethical.

The Major Assignment - Women's Rugby Campaign
Use Monday's handout for detailed descriptions

• Choose your group and fill out the top portion of the peer critique forms (pp. 110-119).
• Work together to complete the modifications for Activity U (p. 88): choose your goal, use the RACE model write a brief audience analysis, create a list of five key audience characteristics and how you could fill those needs, and describe potential communication tools.
  Here's an example listing benefits and audience characteristics for a dining center:
  • Dining with friends - looking for new friends
  • Low price - low food budget
  • Comfortable environment - needs relaxation
• Work together to complete Assignment 21 (p. 89): write 5 slogans and justify them.
  See the notes below for the elements of a good slogan.
• Monday we'll work on Activity V: special events planning, give-aways and news releases to promote the event. You can begin work on these projects, if you wish.

Slogans
Originally derived from the Gaelic slugh gairm, meaning "battle cry," the word slogan has an appropriate background. A slogan sums up the theme for a product's benefits to deliver an easily remembered message in a few words.

Elements of a Good Slogan:
A slogan differs from most other forms of writing because it is designed to be remembered and repeated word for word to impress a brand and its message on the consumer. Ideally, the slogan should be short, clear and easy to remember.

Slogans are used on television and radio and are paired with a catchy tune to make a jingle.

Some slogans create institutional images for a company that enhance their products or services. These statements rarely change.

Other slogans are hard sell mottos that change with campaigns. These claims are highly competitive.

How can news releases be used?*
If your release is used, it can be used in these ways:

1. As-is
   
2. As source of information
   
3. As the basis for an interview or visit
   

* Remember to carefully choose which media outlets your release is sent to.
A CHECKLIST FOR WRITING A NEWS RELEASE

• 1-2 pages maximum (400-500 words)
• Headline
• Inverted pyramid format
• Dateline @ start of lead paragraph
• Strong lead (5Ws&H: Who, what, when, where, why, how) with clear news value
• Use quotes to incorporate opinion, subjective ideas, explain rationale for actions.
• Cite the most appropriate spokesperson for organization
• Clear all quotations you write with the person you're quoting
• Typewritten, double spaced, one side of sheet
• - MORE - at bottom of pages; identifier (slug) on subsequent pages
• ### or -30- at end
• Contact Name and Phone (Be available for follow-up inquiries)

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Professor Name: Candace Decker
Last Updated: 4/19/00
Published by North Dakota State University