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Public Relations Writing : The Essentials of Style and Format with Online Learning Center,9780073017990
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Public Relations Writing : The Essentials of Style and Format with Online Learning Center

by
Edition:
5th
ISBN13:

9780073017990

ISBN10:
007301799X
Format:
Paperback
Pub. Date:
7/13/2004
Publisher(s):
MCGRAW-HILL COMPANIES, THE

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Summary

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.

Table of Contents

PREFACE

CHAPTER 1: WRITING FOR PUBLIC RELATIONS

What Is Public Relations Writing?

Uncontrolled Information

Controlled Information

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

How to find information on the internet

Evaluating Internet Resources

ANALYZING THE TARGET AUDIENCE

Conducting Target Audience Research

Anticipating Audience Expectations

SETTING OBJECTIVES

CHAPTER 3: CHOOSING THE RIGHT MESSAGE AND MEDIUM

Setting Message Strategy

Information Strategies

THE PROCESS OF PERSUASION

Theory of Cognitive Dissonance: Why Theyre not Listening

Persuasive Strategies

Emotional appeals

CHOOSING THE APPROPRIATE MEDIUM OR MEDIA
LEARNING TO ADAPT

CHAPTER 4: ETHICAL AND LEGAL ISSUES IN PUBLIC RELATIONS WRITING

ETHICAL CONSIDERATIONS OF PERSUASION

Unethical language use
Ethics and Ghostwriting

THE LEGAL ASPECTS OF PR WRITING

Defamation
Privacy
Copyright
Trademarks

CHAPTER 5: MEDIA RELATIONS AND PLACEMENT

WHAT IS NEWS?

WORKING WITH THE MEDIA

Get to Know Journalists Jobs
Get to Know Journalists as People
Guidelines for Dealing with the Media
Guidelines for Interviews
Guidelines for Correcting Errors

MEDIA PLACEMENT

Deciding where to Place Your Message
Getting Your Message to the Media
Fitting Your Information to Your Outlet

USING PRESS KITS

Whats in a press kit?

COOPERATION IS THE KEY

CHAPTER 6: CRISIS COMMUNICATION

WHAT IS A CRISIS?

CRISIS PREPARATION

Crisis Team
Choosing a spokesperson

MANAGING THE CRISIS

Designate a message/media center
Developing a message
Responding to the media
Tips for dealing with the media

RECOVERY AND REBUILDING AFTER THE CRISIS

CHAPTER 7: NEWS RELEASES AND BACKGROUNDERS

WHAT IS A NEWS RELEASE?

WRITING A NEWS RELEASE

The Lead
Using Quotations and Attributions
Local Interest

NEWS RELEASE FORMAT

Timing and Dating Releases

PRODUCT NEWS RELEASES

Feature-oriented Releases

WRITING NEWS RELEASES FOR BROADCAST

BACKGROUNDERS

FACT SHEETS

CHAPTER 8: ANNUAL & SOCIAL RESPONSIBILITY REPORTS

QUARTERLY AND OTHER FINANCIAL REPORTS

ANNUAL REPORT AUDIENCES

ANNUAL REPORT CONTENTS

WRITING FOR ANNUAL REPORTS

The Presidents Letter
The Narrative Report

THE NOT-FOR-PROFIT ANNUAL REPORT

Checklist of what to include

PRESENTATION

JUDGING YOUR ANNUAL REPORT

SOCIAL RESPONSIBILITY REPORTS

Why produce a social responsibility report?
What should you report on?

WRITING FOR SOCIAL RESPONSIBILITY REPORTS

CHAPTER 9: NEWSLETTERS, MAGAZINES, AND FEATURE WRITING NEWSLETTERS

Types of Newsletters
Why a Newsletter?
Newsletter Content
How to Set Objectives
Newsletter Articles
Where Do Stories Come From?
Design Considerations

MAGAZINES

Content and Format
Types of Articles

TRADE JOURNALS

FEATURE WRITING FOR NEWSLETTERS AND MAGAZINES

Feature Style

WRITING THE FEATURE STORY

The Lead
The Body
The Ending
Common Types of Features

EDITORIAL CONSIDERATIONS FOR DISPLAY COPY

Writing Headlines
Writing Subheads and Crossheads
Writing Captions

EDITING YOUR ARTICLES

CHAPTER 10: BROCHURES AND OTHER INFORMATIONAL PIECES BROCHURES

Planning Your Brochure
Know Your Intended Audience
Determine a Format
Position Your Brochure
Decide on Length
Fitting It All Together

OTHER INFORMATION PIECES

Flyers
A quick word about posters
Booklets and hybrids

CHAPTER 11: PRINT ADVERTISING

WRITING PRINT ADVERTISEMENTS

Headlines
Visuals
Body Copy

FORMATTING PRINT ADS

Ad Copy Format
Ad Layouts

CHAPTER 12: TELEVISION AND RADIO

REACHING BROADCAST AUDIENCES

Video News Releases
Radio and Television Tapes and Actualities
Interviews and Talk Shows
Corporate Advertising and Public Service Announcements

WRITING FOR TELEVISION

Basic Concepts
Writing for the Eye
Television Scripts
Effective TV PSA Production

WRITING FOR RADIO

Types of Radio Announcements
How to Get Your PSAs on the Air

CHAPTER 13: SPEECHES AND PRESENTATIONS

TYPES OF SPEECHES

MODES OF DELIVERY

PREPARATION AND WRITING

Specifying Your Purpose
Analyzing Your Audience
Organizing Your Speech
Supporting Your Ideas

DELIVERY

HANDLING THE Q & A SESSION

USING PRESENTATION MATERIALS

Preparing Audio-Visual Material
Scripting for Audio-Visuals

CHAPTER 14: DESIGN, PRINTING, AND DESKTOP PUBLISHING

DESIGN: WHAT IT IS AND WHY IT MIGHT BE GREEK TO YOU

DESIGNING PUBLIC RELATIONS MATERIALS

PRINCIPLES OF DESIGN

Balance
Proportion
Sequence and Emphasis
Unity
Grids
Alignment
Type and Typefaces

WORKING WITH PRINTERS

Printing Processes
Choosing Paper
Choosing Ink
Binding
Swipe Files
Preparing Computer Layouts for Printing
Preparing Print Orders

A WORD ON DESKTOP PUBLISHING

CHAPTER 15: COMPUTER WRITING AND THE INTERNET

WRITING ON A COMPUTER

On Your Own
In Collaboration

WRITING FOR THE COMPUTER

Employee Communications: Intranets
Communicating with Other Publics: The Internet
Writing for Web sites

DESIGNING A WEB SITE

CHAPTER 16: WRITING FOR DIVERSE AUDIENCES

WRITING FOR THE GLOBAL AUDIENCE

Style tips
Grammar tips
Terminology tips
Punctuation tips

ICONS AND IMAGES

BIAS-FREE WRITING

Race and Ethnicity

WRITING FOR LOW-LITERACY AUDIENCES

Reading formulas and computer programs


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