Media and Public Relations

Visit this interactive resource. You should briefly review each of the eight primer modules and note any resources or templates you find especially useful. These resources and templates may be helpful as you undertake a public relations campaign at a future date. We will refer back to this primer elsewhere in the course for specific examples supporting subunit topics ahead. For now, it gives a useful overview of the public relations craft and some tools at its disposal. This primer was prepared to help government and business leaders in the former Soviet Union transition from a centralized system to a market system. They were expected to interact with a more free and independent media. The concept of "public and media relations" was new to many of these leaders, so this primer provides a fundamental overview of PR's basic ideas and tools.

Module 8: PR tool kit

Campaign scripts

Ukraine Economic Reform Television Infomercial Scripts

Broadcast on National Government and Independent Channels

Format: Cinema veritae (i.e., shakey camera, quick edits)
Running time: 30-seconds

  • Old-timer playing chess in park: I may not understand much about economics, but there are some things I know for sure: bad times can get better; important things are worth working for; everything we do matters; and once in awhile, good things do happen.
    [Voice-over: Economic Reform – the time is now!]

  • Farmer standing in wheat field: Economic issues leave me very confused. But I do understand farming. I know that you plant seeds, work each day, and wait through the rains, finally the harvest will come. Isn't that what economic reform means?
    [Voice-over: Economic reform – the time is now!]

  • Ani Lorak/Ukrainian Pop Star in recording studio: I don't know much about economics, but I have learned through my music that if you dream, and work hard, dreams sometimes do come true.
    [Music sample / Voice-over: Economic reform – the time is now!]

  • Middle-income, private industrial manager working in plant: Who's got time to talk about economic reforms? I'm busy every day trying to make a success of my business. I employ people and pay their salaries. Every month we become even busier. Isn't that what economic reform means?
    [Voice-over: Economic reform – the time is now!]

  • Success-story montage (from television program success-story archives): Business is finding success in our Ukraine. Providing more choices for shoppers. Providing jobs. Providing regular salaries. It takes hard work to make a better future. So let's get busy.
    [Voice-over: Economic Reform – the time is now!]

by Steven R. Van Hook
1997