Public Relations Essentials

These public relations essentials were all created under the guidance of professor Robert Kolt, president and CEO of Kolt Communications, during his public relations class. Each piece went under personal review, and also received feedback from the professor and teaching assistant. My task for each was to create a clear, concise work that would achieve a specified goal for its target audience.

NEWS ADVISORY

Goal	Target Presses
Secure pieces in local hometown newspapers, both digital and physical	Hometown Life: Milford Times, the South Lyon Herald, Northville Record

How was it done?

• Ideated from a conversation about Pumpkin fest with a local
  • They weren’t aware it existed, despite living there for a while
  • Such a staple event still needed awareness spread
• Consolidated facts into the five w’s and one h
  • Needed to be as concise as possible
  • Subject isn’t “interesting” enough to support larger release
• Created a quote that would summarize importance of events
• Drafted piece

PR FEATURE

Goal	Target Audience
Introduce audience to seldom-celebrated MSU team	MSU students, faculty & alumni that feel a connection to the school

How was it done?

• Attended race several months before
  • MSU as a school has strong school spirit
  • But some clubs/teams are lesser known
• Felt pride & belonging to MSU when they succeeded
  • So I wanted to spread this feeling
• Wrote down sequence of events
• Culled those of lesser importance
  • Mentions of other teams
  • Other things done during race day
• Drafted piece
• Culled again, down to most important moments
  • Background on the team
  • Race itself
  • Result
  • Quotes from driver
• Added images that fit with the message

PERSUASIVE COLUMN

Goal	Target Audience
Have readers pay more attention to elderly family: call or connect to them	College-aged students with elderly parents

How was it done?

• Interviewed mother for ideation purposes
  • In talking, loneliness connected to physical injury frequently
  • The crux of it was the hip injury
• Used that as emotional connection to audience
• Cited strong sources to add to credibility
• Pulled out statistics to appeal to logic
• Ended with a basic call-to-action

BROCHURE

Goal	Target Audience
Inform audience about offerings & incite them to connect with CaringConnections (phone, site, etc.)	Individuals in company’s generalized target audience that might not regularly use social media/technology

How was it done?

• Drafted pieces of copy I wanted to use
  • Mission, evocative quote, what we do, and call to action
• Placed key pieces with enough visual space between
• Filled empty spaces with impactful images & graphics
• Ensured proper branding of brochure
  • Using bright, eye-catching company colors
• Printed draft and walked past several times
  • What parts were too small?
  • What could be cut off?
• Revised & completed piece