Advice to a young advertiser
Английский язык
The profession of Advertiser.
What’s the main purpose of PR specialist/advertiser?
What are the main functions of PR specialist/advertiser?
What are the main activities of PR specialist/advertiser?
What audience does PR specialist/advertiser work with?
What channels does PR specialist/advertiser use in his work?
2. Difference between two professions: journalist and advertiser.
What’s the main purpose of PR writer (advertiser)/journalist?
What audience does PR writer (advertiser)/journalist work with?
What channels of communication does PR writer (advertiser)/journalist use in his /her job?
3. Importance of an outline in advertiser’s work.
Why is it necessary to use an outline before you start writing anything?
How does an outline help a PR writer/advertiser in his/her job?
What are the kinds of outline?
Kinds of errors in advertising message and how to avoid them.
Why is it important to know different kinds of errors in PR writing?
Do errors in your writing show your incompetence and unprofessionalism?
How do errors in your writing affect the attitude of your clients and readers?
Speak about spelling errors, gobbledygook, jargon, poor sentence structure, wrong words, “sound-alike words”, redundancies, too many words and too many numbers, hype, bias, politically incorrect language.
Persuasive writing.
Why is it necessary for PR specialist/advertiser to be able to write persuasively?
What methods should a PR writer/advertiser use to be persuasive?
What makes a speech or broadcast appeal more persuasive and effective?
Speak about importance of audience analysis, source credibility, appeal to self interest, clarity of the message, timing and context.
How do all these aspects affect persuasiveness of your writing?
Audience analysis, appeal to self interest and source credibility.
How do all these aspects affect persuasiveness of your broadcast appeal?
Why is it important to analyze the audience you are going to work with?
Why is it necessary to appeal to self interests of your audience?
How does source credibility affect your reputation of a professional PR specialist/advertiser?
Aspects of news.
Speak about timeliness, prominence, proximity, significance, usualness, human interest, conflict and newness.
Why is it important to know all these aspects?
How do all these aspects affect persuasiveness and effectiveness of your message?
Sources of news.
Speak about internal and external sources of information.
Speak about source credibility.
Why should a PR specialist/advertiser be in a constant search of news and information?
10. The process of news’ generation.
Should a PR writer/advertiser be creative in the process of generating and finding news?
How can a creativity factor help you in the process of news’ generation?
Speak about trend stories, rallies and protests, product demonstration, contests, personal appearances.
Legal aspects of advertising.
Speak about invasion of privacy, legal problems, libel and slander.
Copyright law (Infringement of copyright law and fair use of it, working with lawyers).
How can poor knowledge of legal aspects of your work show your incompetence and influence your career in a negative way?
Why is it important to know copyright law?
How can lawyers help you in your work?
Ethics and professionalism in work of advertiser.
Why is it important to take into account ethical aspects of PR specialist’s/advertiser’s work?
How can unprofessionalism show your incompetence and influence your career in a negative way?
Advice to a young advertiser.
What can you advice to a young PR writer/advertiser in order to become more successful in his/her profession?
What legal aspects of work should he/she know?
How to be persuasive in his/her writing?