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1 Public Relations & Publicity Practicum in Marketing Dynamics Marketing Lesson Plan Performance Objective Upon completion of this lesson, each student will understand how to promote a business or organization using public relations and publicity techniques. Specific Objective Students will acquire an understanding of how to prepare publicity materials. Students will demonstrate verbal skills in marketing communications. Students will be able to distinguish activities that would encourage positive public relations. Students will understand how to analyze potential impacts of publicity and offer possible strategies for dealing with its impact. Terms Customer relations- Positive communications (friendliness, good customer service, special services) between a business and customer to create repeat business. Community relations- The activities that a business participates in to create or improve their relations with the community. News release- Document that a business creates to distribute news to media outlets. They often share information about new products, openings, or participation in events to use as a promotional tool. Press kit- Folder containing news releases, articles, and photographs about the company, product, or person. Folder is created by public relations specialist to help assist media outlets on frequently asked questions. Press Conference- Meeting that is arranged by an organization that invites media outlets to hear announcements about newsworthy events. Public relations- A strategically planned process for a company to communicate with its customers and the public. Time When taught as written, this lesson should take two to three days to teach. Preparation TEKS Correlations: This lesson, as published, correlates to the TEKS listed immediately below. Any changes/alterations to the activities may result in the elimination of any or all of the TEKS listed Practicum in Marketing Dynamics (c) Knowledge and skills. (24) The student knows that public relations and publicity can be used to promote a business or organization. The student is expected to: 1

2 (A) Prepare publicity materials; (B) Demonstrate verbal skills in marketing communications; (C) Distinguish activities that would encourage positive public relations; and (D) Analyze potential impact of publicity and offer possible strategies for dealing with its impact. Interdisciplinary Correlations: Reading I, II, III (b) Knowledge and skills. (2) The student acquires an extensive vocabulary through reading and systematic word study. The student is expected to: (A) expand vocabulary by reading, viewing, listening, and discussing; (B) determine word meanings through the study of their relationships to other words and concepts such as content, synonyms, antonyms, and analogies; (4) The student comprehends texts using effective strategies. The student is expected to: (A) use prior knowledge and experience to comprehend; (B) determine and adjust purpose for reading; and (D) summarize texts by identifying main ideas and relevant details English I, II, III (b) Knowledge and skills. (15) Writing/Expository and Procedural Texts. Students write expository and procedural or work-related texts to communicate ideas and information to specific audiences for specific purposes. Students are expected to: (B) write procedural or work-related documents (e.g., instructions, s, correspondence, memos, project plans) that include: (i) organized and accurately conveyed information; and (ii) reader-friendly formatting techniques; Occupational Correlation (O*Net Job Title: Public Relations and Fundraising Managers O*Net Number: Reported Job Titles: Account Executive, Account Manager, Account Supervisor, Business Development Director, Communications Director, Community Relations Director, Director of Public Relations, Public Relations Manager (PR Manager) Tasks: Establish and maintain effective working relationships with clients, government officials, and media representatives and use these relationships to develop new business opportunities. Write interesting and effective press releases, prepare information for media kits and develop and maintain company internet or intranet web pages. Draft speeches for company executives, and arrange interviews and other forms of contact for them. Soft Skills: Speaking, Active Listening, Reading Comprehension, Social Perception, Writing 2

3 Accommodations for Learning Differences It is important that lessons accommodate the needs of every learner. These lessons may be modified to accommodate your students with learning differences by referring to the files found on the Special Populations page of this website (cte.unt.edu). Preparation Review and familiarize yourself with the terminology. Have materials ready prior to the start of the lesson. References: Textbook: Kimbrell, G., & Woloszyk, C. A. (2005). Marketing Essentials. Woodland Hills: McGraw-Hill Companies. Online: Instructional Aids Textbook Lesson Presentation Instructor Computer/Projection Unit Online Websites Introduction The main purpose of this lesson is to help students understand: Benefits of public relations Ask students to recall seeing a product in a movie or television show. Ask students if they understand the impact of a positive public image. 3

4 MI Outline Notes I. Terms Customer relations- Positive communications (friendliness, good customer service, special services) between a business and customer to create repeat business Community relations- The activities that a business participates in to create or improve their relations with the community News release- Document that a business creates to distribute news to media outlets. They often share information about new products, openings, or participation in events to use as a promotional tool Press kit- Folder containing news releases, articles, and photographs about the company, product, or person. Folder is created by public relations specialist to help assist media outlets on frequently asked questions Press Conference- Meeting that is arranged by an organization that invites media outlets to hear announcements about newsworthy events Public relations- A strategically planned process for a company to communicate with its customers and the public II. Public Relations and Publicity III. Communication objectives A. Product Placement B. Event Sponsorship C. Issue Sponsorship D. PR Tools E. News release F. Press kit G. Press conference IV. Guided Practice V. Independent Practice Outline Use presentation as visual aide. Have students record vocabulary terms and meanings. Discuss the objectives of public relations. Discuss the activities that foster positive public images. Discuss the tools used in public relations. Allow students 10 minutes to find a news release sample on line. Discuss similarities, purposes, and differences for 20 minutes. Allow students at least 45 minutes to complete independent practice. Multiple Intelligences Guide Existentialist Interpersonal Intrapersonal Kinesthetic/ Bodily Logical/ Mathematical Musical/Rhythmic Naturalist Verbal/Linguistic Visual/Spatial 4

5 Application Guided Practice Students will look for a recent news release. As a class, discuss the formatting, specific events mentioned in the news release, and how the release will affect the company s image. Independent Practice Students will conduct research online to find examples of companies public relation efforts in product placement, event sponsorships, and new product publicity. Students will share findings with the class in a report. Summary Review 1. Name important elements of a news release. 2. What is the role of a public relations department? 3. How do positive public images benefit the company? Evaluation Informal Assessment Teacher will evaluate student participation throughout the discussion process and contribution to the guided practice activity. Teacher will observe students by walking the classroom during research time and discussions. Formal Assessment Students will be evaluated on the report that is created based on their research in the independent practice. udents will complete activity School News Release using the sample provided as a guide. Enrichment Extension Integrate writing skills: Students may look online or attend a press conference. Report on the purpose of the conference, and project possible outcomes that will likely occur as a result of the press conference. 5

6 PR Report Project Objective: Select your favorite food company for your assignment. Create a PR folder with examples of product placement, event sponsorship, and a press release. Details: Research the company you have selected online and print out the examples needed in the steps listed below. When selecting your company, make sure it is a robust company that provides easy access to the required documents. Project Steps: Select snack food company Find examples of product placement and/or suggest new ideas Identify events that are currently sponsored by the company and/or suggest new ideas Obtain a press release from your company or one of its competitors Prepare an organized folder with all of your information Present your information to the class BOUNUS POINTS: The company you selected was recently release a batch of product with harmful bacteria. Conduct a mock press conference to address public concerns. Take questions from your fellow classmates about the future plans for the company. 6

7 PR REPORT PROJECT CATEGORY 21 to 25 points 16 to 20 points 11 to 15 points 0 to 10 points Makes excellent use of Attractiveness font, color, graphics, of Folder effects, etc. to enhance the ad. Makes good use of font, color, graphics, effects, etc. to enhance to ad. Makes use of some font, color, graphics, effects, etc. but occasionally these detract from the content. Did not use fonts, colors, graphics, effects etc. to enhance the content. Mechanics of Folder No misspellings or grammatical errors. Three or fewer misspellings and/or mechanical errors.. Four misspellings and/or grammatical errors. More than 4 errors in spelling or grammar. Content Student is Student shares knowledgeable and information required includes all information plus additional content Student is missing one or two elements in report Student is missing multiple elements of content and is lacking knowledge Delivery Presentation was practiced, all elements were included, and students were well prepared. Presentation was Presentation was practiced, most practiced, many elements were included, elements were missing, and student seemed and students seemed somewhat prepared. less than prepared. Presentation was not practices, many or all elements were missing, and students seemed unprepared. Total Points Earned Total Score Maximum 100 Points 7

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