ABSTRACT
Public relations advertising uses the tools and techniques of advertising to help an organization communicate with its publics. This chapter explores the various types of advertising, focusing on their use for public relations purposes. The verbal message includes the headlines, body copy and closing message, which together complement and carry on where the visual message leaves off. The public relations writer is on home turf in preparing copy for this kind of advertising. Advertising is a clear example of persuasive communication using paid media. The chapter presents various writing techniques, and addresses the issue of public service advertising. Advertising can be classified into two major categories: consumer advertising and public relations advertising. Writing a public relations advertisement is generally a wide-open field, with few stylistic restrictions. It allows writers to be at their creative best. Advertising copywriting observes some of the guidelines associated with broadcast writing, especially the need for natural-sounding dialog and simple words.
