Public Relations Writing : The Essentials of Style and Format

This text equips students with the essential skills for developing and writing public relations materials, covering all areas of public relations writing--including news releases, backgrounders, newsletter and magazine articles, brochures, print advertising copy, and broadcast scripts. Recent technological changes are also covered to give students an understanding of how technology impacts the public relations industry. In the constantly changing world of public relations, the text continues to stress the need for public relations professionals to communicate more effectively to all audiences. Contents :CHAPTER 1: WRITING FOR PUBLIC RELATIONS WHAT IS PUBLIC RELATIONS? WHAT IS PUBLIC RELATIONS WRITING? THE TOOLS OF THE PUBLIC RELATIONS WRITER THE PROCESS OF PR WRITING CHAPTER 2: PLANNING AND RESEARCH DEVELOPING AN ISSUE STATEMENT RESEARCHING THE TOPIC INTERNET RESEARCH ANALYZING THE TARGET AUDIENCE AUDIENCE DEFINITION WORKSHEET SETTING OBJECTIVES EVALUATION SECTION BUDGETING SECTION CHAPTER 3: CHOOSING THE RIGHT MESSAGE AND MEDIUM THE PROCESS OF PERSUASION ELABORATION LIKELIHOOD MODEL CHOOSING THE APPROPRIATE MEDIUM OR MEDIA MEDIA ADVANTAGES AND DISADVANTAGES BUDGETING FOR AND BUYING MEDIA LEARNING TO ADAPT CHAPTER 4: MEDIA RELATIONS AND PLACEMENT WHAT IS NEWS? WORKING WITH THE MEDIA MEDIA PLACEMENT USING PRESS KITS COOPERATION IS THE KEY CHAPTER 5: DESIGN, PRINTING, AND DESKTOP PUBLISHING DESIGN: WHAT IT IS AND WHY IT MIGHT BE GREEK TO YOU DESIGNING PUBLIC RELATIONS MATERIALS PRINCIPLES OF DESIGN WORKING WITH PRINTERS BUDGETING AND SCHEDULING FOR PRINTING A WORD ON DESKTOP PUBLISHING CHAPTER 6: NEWS RELEASES AND BACKGROUNDERS WHAT IS A NEWS RELEASE? WRITING A NEWS RELEASE NEWS RELEASE FORMAT PRODUCT NEWS RELEASES WRITING NEWS RELEASES FOR BROADCAST BACKGROUNDERS FACT SHEETS CHAPTER 7: NEWSLETTERS, MAGAZINES, AND FEATURE WRITING NEWSLETTERS BUDGETING AND SCHEDULING FOR NEWSLETTERS MAGAZINES TRADE JOURNALS FEATURE WRITING FOR NEWSLETTERS AND MAGAZINES WRITING THE FEATURE STORY EDITORIAL CONSIDERATIONS FOR DISPLAY COPY EDITING YOUR ARTICLES EVALUATION CHAPTER 8: BROCHURES AND OTHER INFORMATIONAL PIECES BROCHURES OTHER INFORMATION PIECES CHAPTER 9: ANNUAL & SOCIAL RESPONSIBILITY REPORTS QUARTERLY AND OTHER FINANCIAL REPORTS ANNUAL REPORT AUDIENCES ANNUAL REPORT CONTENTS WRITING FOR ANNUAL REPORTS THE NOT-FOR-PROFIT ANNUAL REPORT PRESENTATION JUDGING YOUR ANNUAL REPORT SOCIAL RESPONSIBILITY REPORTS WRITING FOR SOCIAL RESPONSIBILITY REPORTS CHAPTER 10: PRINT ADVERTISING WRITING PRINT ADVERTISEMENTS FORMATTING PRINT ADS CHAPTER 11: TELEVISION AND RADIO REACHING BROADCAST AUDIENCES WRITING FOR TELEVISION WRITING FOR RADIO CHAPTER 12: SPEECHES AND PRESENTATIONS TYPES OF SPEECHES MODES OF DELIVERY PREPARATION AND WRITING DELIVERY HANDLING THE Q & A SESSION USING PRESENTATION MATERIALS CHAPTER 13: COMPUTER WRITING AND THE INTERNET WRITING ON A COMPUTER WRITING FOR THE COMPUTER INTRODUCTION TO WEB DELIVERY SYSTEMS HOW A WEB SITE WORKS DESIGNING A WEB SITE RESOURCES FOR DEVELOPING A WEB SITE TIPS FOR CHOOSING A WEB DESIGNER WEB SITE HOSTING PUBLICIZING YOUR WEB SITE GUIDELINES FOR WEB SITE CREDIBILITY BUDGETING FOR WEB DEVELOPMENT WEB WRITING FOR MANY INTEREST LEVELS BLOGS AND BLOGGING WEB CONFERENCING AND SEMINARS CHAPTER 14: ETHICAL AND LEGAL ISSUES IN PUBLIC RELATIONS WRITING THE LEGAL ASPECTS OF PR WRITING COPYRIGHT AND THE INTERNET SECTION INSERTED HERExviii+377hlm.;19x23c