News release structure Identification - Name, address and phone number of the release writer. Proofreading - Grammar, spelling and punctuation MUST be perfect. Advertising Council campaign National Ad Council chosen 4-H for national ad campaign. World Wide Web Advertising Not the same as public relations. Difference is advertising costs money.
Promotional advertising sells products.
Public relations sells the general image of a company. Shift from what the company is doing to why it is doing these good things for the public. Social responsibility Differentiates companies from other companies before the public s eye. Seven cardinal rules of advertising Ads must strengthen the bottom line. Ads must be clear.