Select an organization of your choice as the client for this exercise and identify the publics and objectives.

Exercise 18.3 – Writing a PR Ad

Alone or with a partner, prepare a series of public relations advertisements for dissemination on the campus television and/or radio station as well as through its website, YouTube and social media venues.

Select one of the following scenarios:

The client is your college or university health center. Your public is students. Your objectives are to promote awareness, interest and action regarding self-examination for breast cancer or testicular cancer.

The client is your college or university police or security force, partnering with the dean of students. Your public is students. Your objectives are to promote awareness, interest and action regarding bullying and/or hate speech on campus.

The client is your campus’ student life and residence life office. Your public is students.

Your objectives are to promote awareness, interest and action in recycling on campus.

Select an organization of your choice as the client for this exercise and identify the publics and objectives.

Prepare a planning sheet and the script for three different 30-second video messages for the client. Include video suggestions, shot notes and both primary and secondary audio. Develop scripts for each of the following versions (review pp. 402–404 for ideas):

Version 1. A testimonial format (celebrity or noncelebrity) with a single voice. Script the narrative and include suggestions for sound effects and/or specific music.

Version 2. A demonstration or drama format with multiple voices and a narrator. Script the dialog and narrative, and include suggestions for sound effects and/or specific music.

Version 3. A reflective format or symbol format. Script the narrative, describe the visuals and include specific suggestions for sound effects and/or specific music.

 

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