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THE
PR CHEESEBURGER GRAPHIC ORGANIZER
Level(s): Marketing 8120
Length of Lesson: 1 (40-minute) class period
Students Desired Performance Expectations (Objectives):
- The student
will be able to identify various elements of the a press release
- The student
will be able to explain the purpose of each of the elements of a press
release
- Students will
identify a visual graphic organizer for content
Materials
Needed to Teach the Lesson:
Competencies
Covered in this Lesson:
8120.065 Examine the concept of Promotional Mix
8120.069 Describe the components of a press release
Procedures:
Introduction
Day 1
- Spend the first day of the
lesson in the classroom going over the information in Chapter 17.3 Marketing
Essentials; the Scope of Public Relations. By the end of this lesson,
the students should have a good, basic understanding of customer relations,
employee relations, and community relations
Day 2
- Open the class
with a brainstorming discussion. Ask students to write a list of all
the tasks they think a public relations specialist may do on the job.
- Record the
answers on the board, have the students come up with at least ten things.
Make sure the list include writing a press release
- 3. Next have
students rank order the tasks in order of importance, making sure press
release is in the top 3
- Discuss
reasons why a specialist would write a press release. Get them to the
point out they eventually focus on highlighting an event of some type
- Ask
students if they have ever received an invitation to an event.
- Have the students list the
parts of an invitation: Who, What, When, Where, What time, etc.
- Next tell the students that
any good invitations includes Who, What, When, Where and why, further
connect those areas to components a press release
- Pass out the Cheeseburger
Model Handout page 2 Press Release Burger Lesson
- Explain on the board the
parts of a press release using the cheeseburger model Top Bun- Big piece-
contains the Who, What, When, Where
- Lettuce/Tomato- important
facts, smaller details
- Cheese- slightly less important
facts, can be cut if necessary
- Hamburger-the important
details- key reminders- full names, testimonials, quotes
Bottom Bun- Contact information
- Plate- White, represents
white paper, 1 page, ### as design on the plate
- Have students complete
their handout as you complete it on the board site examples
Guided practice:
Have students pair up with a partner and brainstorm what other restaurant
items could visual represent components of PR and/or tasks a PR Specialist
is required to do using the list you created earlier on the board.
For example: the menu represents
the PR Specialist job description and the food items on the menu are
all the job duties they are required to complete.
For example: a restaurant hostess could represent the client bringing
information to the specialist
For example: the menu board or specials board could represent the
promotional collateral pieces created to promote the event being highlighted
in the press release.
My class created an entire
restaurant setting and labeled all the parts as they related to PR unit.
We used a hard rock café to visual represent all the different
type of events, clients, programs etc that relate to PR- customers were
linked to community relations, employee talking about an ward she received
as employee of the month represented employee relations etc.
Assessment:
At the end of class have the students take on the role of PR Specialist
and with a partner select a topic/event to write a sample press release.
I have a predetermined list of options on the board from them to chose
from:
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