For 15 weeks, students in Writing for PR have been working with a client. They began with research into the basic parameters of the client's business and the environment within which he operates. This meant learning more about how soy candles are made, safe tattoo practices, electrical fires, product wrapping and shipping, frozen beer, dental prostheses, ballet instruction...and more. After careful analysis, a message strategy was crafted that guided the development of four pieces to create a family of materials for the client. Then students were asked to create a not-to-exceed four minute speech, seeking to build a relationship with a key partner organization.
Four minutes? To explain who the client is, what he does and how we might work together -- that's a challenge. To accomplish this, students packed their sentences tightly, used Cialdini's rules of influence, followed Steve Jobs' "rule of three," and closed with a specific call for action. They delivered speeches that were on message, strategic and completed in 240 seconds or less.