Public Relations

Strategies for PR

Melody Hufman Ph.D.


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In This Is PR read

Chapter 9, Communication Channels and Media

Chapter 10, Tactics and Techniques: Details that make PR Strategies Work

Chap­­­­­­­ter 11, Campaigns

You are to design a promotional campaign for a program to promote Wear Masks in the US.  Consult the INTERNET for background material.

1) Discuss the advantages and disadvantages of the different media.  Use the texts.  Be sure to document correctly including the references. 

2) Determine what the theme will be for the campaign.

3)   Write a new release for the campaign.

4)   If the PR specialist were interviewed by a reporter, how would he or she want to be quoted?

5)  Write a 30 second radio announcement.

6)   Design an event to raise money for this campaign.

Remember the goal is to demonstrate that you have read and can apply the text material.  Write the questions completely and then answer them. 

Creative Thinking Rubric

 Excellent (3)Acceptable (2)Unacceptable (1)
Acquiring Competencies This step refers to acquiring strategies and skills within a particular domain.Lists all the media in the text, discusses them, and then lists their advantages and disadvantages. The material is documented using the correct APA format.    Lists most of the media in the text and discusses them.  Includes some of the disadvantages and advantages. The material includes minor mistakes in the APA format.    Fails to include many of the media listed in the text; also does not include the advantages and disadvantages.    
Taking Risks May include personal risk (fear of embarrassment or rejection) or risk of failure in successfully completing assignment, i.e. going beyond original parameters of assignment, introducing new materials and forms, tackling controversial topics, advocating unpopular ideas or solutions.Selects a theme which is creative, engaging, appropriate, and persuasive.          Selects a theme which is lacking in one of the areas for excellent          Selects a theme which is lacking in two of the areas for excellent.   –      
Solving ProblemsWrites a news release which includes who, what, when, where and how.  It is easily read by the media and includes details which would be interesting for the media.    Writes a news release which includes who, what, when, where, and how.  But this news release is either boring or lacks development.    Includes only minimal material in the news release.  It is neither interesting or informative.    
Embracing ContradictionsPrepares answers for reporters which anticipates trick questions and has prepared answers.    Has several good sound bites for reporters.    No sound bites are included.    
Innovative Thinking Novelty or uniqueness (of idea, claim, question, form, etc.)Writes a 30 second radio announcement which is engaging, interesting, informative, directive, and persuasive.    Write a 30 second radio announcement which is informative and interesting.    Includes little information for the radio announcement.    
Connecting, Synthesizing, TransformingDesigns an exciting fundraiser suggesting several ways to raise money.  Gives many details about the event.    Designs a fundraiser, but it does not include many details.    The papers includes very limited information about a boring fundraiser.    

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