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Anatomy of a Press Release
& AdvertisementBy KEVIN CLAPP
COM_60511
Week Five Assignment
Submitted: Feb. 12, 2017
Created as part of the requirements for a writing assignment.
This is not meant to be published nor to represent the organization(s) referenced.
Situational Analysis
Conditions linked to poor nutrition
include:
• Diabetes
• Hypertension
• Heart Disease
• Arthritis
• Obesity related
Cancer
Source: The State of Obesity: Better Policies for a Healthier America, Sept. 2016
The adult obesity rate in New Jersey has risen from 12.3%
in 1995 … to 17% in 2000 … to 25.6% in 2016.
Created as part of the requirements for a writing assignment.
This is not meant to be published nor to represent the organization(s) referenced.
Situational Analysis (cont.)
Shore Medical Center
in Somers Point, NJ, has
teamed with nutritional
services partner Unidine
to create an Outpatient
Nutrition Counseling
Program designed to
promote population
health through better
diet and physical activity
planning.Created as part of the requirements for a writing assignment.
This is not meant to be published nor to represent the organization(s) referenced.
Campaign
ObjectivesGenerate
news
coverage
Increase
awareness
of program
Increase
participation
in program
Created as part of the requirements for a writing assignment.
This is not meant to be published nor to represent the organization(s) referenced.
Content & Design
Communicate key features of the program
(trained dietitians, convenience, variety of
diagnoses helped by counseling).
In advertisement, employment of a
healthy, appetizing image with
ample white space to draw the
eye.
Created as part of the requirements for a writing assignment.
This is not meant to be published nor to represent the organization(s) referenced.
Message Transmission
• Press release distribution
to all media outlets
(print & broadcast) in the
Atlantic & Cape May
counties area.
• Print advertisement
in select daily and weekly
publications.
• Radio advertisement
on select outlets and
programs during high-
impact times of day.
Created as part of the requirements for a writing assignment.
This is not meant to be published nor to represent the organization(s) referenced.
Campaign Evaluation
Success determined by…• Growth in program
participants
• Survey of participants
asking where they learned
about the program.
• Asking those inquiring about
the program to identify
specific codes built into
print and radio ads to track
participation initiated from
various outlets.
Created as part of the requirements for a writing assignment.
This is not meant to be published nor to represent the organization(s) referenced.