Public Relations course, media campaign project

1. Media
Campaign
Public Relations
Aiden Yeh, PhD
Wenzao Ursuline College of Languages

2. Finding a Voice
Image:
http://www.homepagedaily.com/uploads/20090320/d0efa5bd-9f8a-4d3e-b34d-ef1c65f7384

3. Other celebrities you know?
•
•
•
•
Group discussion
Google search (using your smartphones)
What did they do?
What was the ‘cause’? What are they
lobbying for?

4. Organizations
• Charities
• Pressure
groups
• Industry groups
VS
Governments
Companies
Purpose: to persuade them to introduce or
change policies

5. Actions taken by Lobbyists
•
•
•
•
•
Demonstrations
Petitions
Boycotts
Litigation
Celebrities to raise public awareness or
cause

6. Issues for Lobbyist
• Against nuclear power plant near homes
• Textile/garment industries employing
children (child labor)
• Brand clothing made from poor countries
(for having poor working conditions)
• Against the killing of whales (or other
endangered animals)
• To support or fight against foreign aid

7. Source: http://www.globalissues.org/issue

8. Local Issues?
• Anti-nuclear protest
• Taiwan’s farmers’ rights
http://viacampesina.org/en/index.php/main-issues-mainmenu-27/agrarian-reform-mainmenu-36/1249-taiwan-protesting-loc
• Against industrial wind turbines, http://
saveourseashore.org/?p=2487
• Labor issues
• Health issues
• Social issues
Other topics: http://teachersnetwork.org/teachnet-lab/is24/vnacionales/list.htm

9. Possible topics: Problems that exist
in the Taiwanese society today
1) political rifts that divide people
2) illegal drugs
3) drunk driving
4) use of helmets
5) domestic violence - child abuse - battered wives/partners
- sexual abuse
6) foreign brides - help/assistance - social acceptance Children's welfare
7) suicide prevention
8) assistance for victims of fraud
• ANY OTHER TOPICS THAT YOU COULD THINK OF?

10. Create perceptions
Source: http://smallbusiness.chron.com/media-relations-campaign-24203.html

13. Source: http://www.unicef.org/righttoknow/index_mediacampaign.html

14. http://www.psandman.com/articles/chap11.pdf

15. Media Campaign Final Project
– 1 TV commercial (30 sec. and/or 1 minute)
– 2 studies of Print Ad (based on TV ad)
– Note: it’s a campaign, so ad message must
be consistent (the same)

16. Student Objectives
1. Students will study what makes a persuasive argument
by critically analyzing different public service
announcements (PSAs)
2. Learn the question-finding strategy and apply it to a topic
of interest
3. Practice persuasive writing by creating PSA scripts
4. Use a variety of media techniques to enhance what they
have written in their scripts and create and edit video
PSAs
5. Use video techniques and persuasive writing strategies
they learned about while creating their own PSAs to
evaluate those of their peers

17. Order of topics for oral presentation
1. What is your campaign about?
2. Who is being targeted? Who is the
campaign for?
3. What do you (protesters/campaigners)
want?
4. Methods used (2 TV ads, 2 print ads)

18. Follow this format
STUDY 1
Visual:
Headline:
Subhead:
Body Copy:
Slogan/Tagline:
Logo
Contact Information:
You will use this format for oral
presentations.
You need to submit a digital
copy of your presentation
materials

19. Take note of the following language
requirements:

20. You must discuss language use in
your oral presentation

23. http://www.dosomething.org/

24. http://www.bet.com/news/health/2013/05/21/commentary-why-i-like-chicago-s-new-teen-pregnancy-psacampaign/_jcr_content/featuredMedia/newsitemimage.newsimage.dimg/052113-health-chicago-teen-pregnancy-psa-ad-boyspregnant.jpg

25. http://www.adweek.com/files/imagecache/node-blog/blogs/pregnant_boys_1.jpg

26. You can use any of the following tools in
creating your PSA Print Ad
Word Document
powerpoint
Graphics, http://
www.brainybetty.com/MENUGraphics.htm
photos http://www.freeimages.com
/photos/

27. Other Students’ Work
Animal Abuse, http://imagency.pbworks.com/--++Print+Ad--++Resources
Water Conservation, http://monet97.pbworks.com/PSA-Print-Ad
Cellphones and driving, http://adblink182.pbworks.com/Print-AD
child abuse, http://yippe321.pbworks.com/Print-Ad
Suicide, http://star9713.pbworks.com/PSA_Print_Ad
HOPE
http://english-ad.blogspot.com/2007_03_10_archive.html
No Drunk Driving
great sound effects
http://english-ad.blogspot.com/2008/01/no-drunk-driving-psa.html
Don't use drugs
http://english-ad.blogspot.com/2008/01/dont-use-drugs-psa.html
PSA about Sexual Harassment
Study 2
http://english-ad.blogspot.com/2008/07/psa-about-sexual-harassment-2.html
PRINT PSAs
http://ue3a2011.pbworks.com/w/page/47389258/Aids
http://ue3a2011.pbworks.com/w/page/47389314/Bully

28. Group Discussion: 20 minutes
• Selection of Topics (& charity/non-profit
organization to represent)
• Design a logo
• Each group must have different topics
• Order of presentations?