9780073511924

Public Relations Writing : The Essentials of Style and Format

by
  • ISBN13:

    9780073511924

  • ISBN10:

    0073511927

  • Edition: 6th
  • Format: Paperback
  • Copyright: 6/18/2007
  • Publisher: McGraw-Hill Humanities/Social Sciences/Languages
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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
Writing For Public Relations What Is Public Relations?
What Is Public Relations Writing?
Uncontrolled Information Controlled Information
The Tools Of The Public Relations Writer The Process Of Pr Writing
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
Audience Definition Worksheet
Anticipating Audience Expectations
Setting Objectives Evaluation Section Budgeting Section
Choosing The Right Message And Medium
Setting Message Strategy Information Strategies
The Process Of Persuasion
Theory of Cognitive Dissonance: Why They're not Listening
Elaboration Likelihood Model
Persuasive Strategies Emotional appeals
Choosing The Appropriate Medium Or Media Media Advantages And Disadvantages Budgeting For And Buying Media Learning To Adapt
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
What's in a press kit?
Cooperation Is The Key
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
Budgeting And Scheduling For Printing A Word On Desktop Publishing
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
Newsletters, Magazines, And Feature Writing Newsletters
Types of Newsletters Why a Newsletter? Newsletter Content How to Set Objectives
Budgeting And Scheduling For Newsletters
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 Evaluation
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
Annual & Social Responsibility Reports Quarterly And Other Financial Reports Annual Report Audiences Annual Report Contents Writing For Annual Reports
The President's 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
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