Copywriting I - Copywriting and Public Relations

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Information about Copywriting I - Copywriting and Public Relations
Marketing

Published on February 3, 2014

Author: amsisha

Source: slideshare.net

+ Copywriting and PR

+ Goals  Define public relations  Understand press release structure  Understand press kits

+ What is PR meant to do?  Sell  Raise awareness  Educate  Build relationships  Attract / Inform investors  Raise money  Attract / retain employees

+ Create structure  Headline or hook  1st paragraph – clarifies the headline and makes promises  Body copy – delivers the promises  More temptation – offers new promises  Final paragraph – reminders and fulfillment (benefits + call to action)

+ What is PR?  Building, maintaining and managing relationships  The difference between paid media and earned media

+ What is a press release?  Used to get media coverage  Remember our inverted pyramid?

+ Integrating PR into Marketing  Press release / media kit  Web copy  Product labels  Speeches  Social media copy

+ Why do we send out press releases?  What counts as news?  Financial information  New business  New location  Changes to company (hiring, firing)  Labour disputes  Event launch  Awards and sponsorship

+ City of Toronto issues Extreme Cold Weather Alert and advises homeless people to seek shelter  TORONTO, Jan. 25, 2014 /CNW/ - The City of Toronto has called an Extreme Cold Weather Alert to make vulnerable homeless people in Toronto aware of the dangers of staying outside too long in cold weather and to ensure they have safe and warm places to go. The alert is in effect until further notice. An Extreme Cold Weather Alert is called to trigger additional homelessness services. Alerts are typically called in the morning for the coming overnight period so that community agencies have sufficient time to call in extra staff to provide enhanced services.

+ Extreme Cold Weather Alert – cont’d.  During an Extreme Cold Weather Alert:  Shelters are directed to relax any existing service restrictions and are reminded that if a bed is not available at their site, they are to allow the client to stay at the shelter until they are able to find a bed for them elsewhere in the system.  The City of Toronto immediately adds 26 shelter spaces for men and women to the shelter spaces available to staff looking to refer a client to a shelter bed.  Overnight street outreach is increased in the downtown core, focusing solely on warning people of danger and urging them to get into a shelter or another warm, indoor place.

+ Extreme Cold Weather Alert – Cont’d.  If you see someone who you think requires street outreach assistance, call 311. Note that 311 is not an emergency number. In an emergency, dial 911. Toronto is Canada's largest city, the fourth largest in North America, and home to a diverse population of about 2.8 million people. It is a global centre for business, finance, arts and culture and is consistently ranked one of the world's most livable cities. Toronto is proud to be the Host City for the 2015 Pan American and Parapan American Games. For information on non-emergency City services and programs, Toronto residents, businesses and visitors can visit http://www.toronto.ca, call 311, 24 hours a day, 7 days a week, or follow us @TorontoComms.

+ Extreme Cold Weather Alert – cont’d.  SOURCE City of Toronto   For further information:Media contact: Pat Anderson, Manager, Partnership Development and Support, Shelter, Support and Housing Administration, panders@toronto.ca

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