Читать книгу The PR Campaigns Worktext - Maria Elles Scott - Страница 17

WORKSHEET 1A: PR Campaign Basics

Before a PR agency or a PR class delves into creating a PR campaign, it is important to determine what type of PR campaign you are creating.

From the worktext, the most common categories for persuasive PR campaigns are commercial, educational, political, reputation and social change. Using the definitions and examples provided, what type do you believe is best for this client?

_____________________________

Why do you believe this is the type of campaign you are creating? Support your answer above with your thinking.

_____________________________

Why is it NOT possible that the campaign is one of the other types?

_____________________________

It’s common to jump directly to assuming that a campaign is an educational or informational campaign. Since so many PR campaigns are this type of PR campaign, ask yourself the following questions:

What information would you need to disseminate?

What does the public need to be educated about?

How does information help the public activate?

What education and/or information leads to activation in a meaningful way?

How can you inform and/or educate the media and how does that impact your campaign?

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