CART

(0) items

Public Relations Writing : The Essentials of Style and Format,9780844203515

Public Relations Writing : The Essentials of Style and Format

by
Edition:
4th
ISBN13:

9780844203515

ISBN10:
0844203513
Format:
Paperback
Pub. Date:
1/11/1999
Publisher(s):
MCG (Manual)
List Price: $55.75

Rent Textbook

(Recommended)
 
Term
Due
Price
$4.99

Hurry!

Only one copy
in stock at this price.

Buy Used Textbook

In Stock Usually Ships in 24 Hours.
U9780844203515
$1.00

eTextbook

We're Sorry
Not Available

New Textbook

We're Sorry
Sold Out

More New and Used
from Private Sellers
Starting at $0.01
See Prices

Questions About This Book?

Why should I rent this book?
Renting is easy, fast, and cheap! Renting from eCampus.com can save you hundreds of dollars compared to the cost of new or used books each semester. At the end of the semester, simply ship the book back to us with a free UPS shipping label! No need to worry about selling it back.
How do rental returns work?
Returning books is as easy as possible. As your rental due date approaches, we will email you several courtesy reminders. When you are ready to return, you can print a free UPS shipping label from our website at any time. Then, just return the book to your UPS driver or any staffed UPS location. You can even use the same box we shipped it in!
What version or edition is this?
This is the 4th edition with a publication date of 1/11/1999.
What is included with this book?
  • The Used copy of this book is not guaranteed to inclue any supplemental materials. Typically, only the book itself is included.
  • The Rental copy of this book is not guaranteed to include any supplemental materials. You may receive a brand new copy, but typically, only the book itself.

Related Products


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




Table of Contents

Preface xi
CHAPTER 1 WRITING FOR PUBLIC RELATIONS
1(5)
What Is Public Relations Writing?
2(1)
Uncontrolled Information
3(1)
Controlled Information
3(1)
The Tools of the Public Relations Writer
3(2)
The Process of Public Relations Writing
5(1)
CHAPTER 2 PLANNING YOUR MESSAGE
6(21)
Developing an Issue Statement
7(3)
Researching the Topic
10(3)
Analyzing the Target Audience
13(11)
Conducting Target Audience Research
14(8)
Anticipating Audience Expectations
22(2)
Setting Objectives
24(3)
CHAPTER 3 CHOOSING THE RIGHT MESSAGE AND MEDIUM
27(14)
Setting Message Strategy
28(1)
Informative Strategies
29(2)
The Process of Persuasion
31(1)
Theory of Cognitive Dissonance: Why They Are Not Listening
31(1)
Persuasive Strategies
32(5)
Compliance Strategies
33(1)
Argument Strategies
34(2)
Emotional Strategies
36(1)
Choosing the Appropriate Medium or Media
37(2)
Learningto Adapt
39(2)
CHAPTER 4 ETHICAL AND LEGAL ISSUES IN PUBLIC RELATIONS WRITING
41(11)
Ethical Considerations of Public Relations Writing
42(5)
Unethical Persuasive Techniques
42(2)
Unethical Language Use
44(1)
Ethics and Ghostwriting
45(2)
The Legal Aspects of Public Relations Writing
47(5)
Defamation
47(1)
Privacy
48(1)
Copyright
49(1)
Trademarks
49(3)
CHAPTER 5 MEDIA RELATIONS AND PLACEMENT
52(23)
What is News?
53(1)
Working with the Media
54(5)
Getting to Know Journalists' Jobs
54(1)
Getting to Know Journalists as People
55(1)
Guidelines for Dealing with the Media
56(2)
Guidelines for Correcting Errors
58(1)
Placing Your Public Relations Piece in the Media
59(16)
Deciding Where to Place Your Message
59(3)
Getting Your Message to the Media
62(1)
Fitting Your Information to Your Outlet
63(3)
Using Press Kits
66(7)
Cooperation is the Key
73(2)
CHAPTER 6 NEWS RELEASES AND BACKGROUNDERS
75(30)
What is a News Release?
76(1)
Writing a News Release
77(6)
The Lead
77(3)
Quotations and Attributions
80(2)
Local Interest
82(1)
Formatting a News Release
83(3)
Release Dates and Times
84(1)
Datelines
85(1)
Exclusives and Specials
86(4)
Product News Releases
86(4)
Writing News Releases for Broadcast
90(2)
Backgrounders
92(6)
Fact Sheets
98(7)
CHAPTER 7 ANNUAL REPORTS
105(16)
Annual Report Audience
106(1)
Annual Report Contents
107(1)
Writing for Annual Reports
108(13)
The President's Letter
108(4)
The Narrative Report
112(9)
CHAPTER 8 NEWSLETTERS, MAGAZINES, AND FEATURE WRITING
121(46)
Newsletters
121(13)
Types of Newsletters
121(1)
Why a Newsletter?
122(4)
Newsletter Content
126(1)
Newsletter Objectives
127(1)
Newsletter Articles
128(1)
Where Do Stories Come From?
128(2)
Researching Stories
130(1)
Design Considerations
130(2)
Style Sheets
132(2)
Magazines
134(4)
Magazine Content and Format
135(2)
Magazine Articles
137(1)
Trade Journals
137(1)
Feature Writing for Newsletter and Magazines
138(22)
Feature Style
139(2)
Writing the Feature Story
141(10)
Common Types of Features
151(2)
Editorial Considerations for Display Copy
153(7)
Editing Your Articles
160(7)
CHAPTER 9 BROCHURES, FLYERS, AND PRINT ADVERTISING
167(41)
Brochures
168(14)
Planning Your Brochure
168(4)
Fitting it All Together
172(10)
Flyers
182(6)
Tips on Writing for Flyers
185(3)
A Quick Word About Posters
188(1)
Print Advertising
188(20)
Writing Print Advertising
192(6)
Formatting Print Ads
198(10)
CHAPTER 10 TELEVISION AND RADIO
208(27)
Reaching Broadcast Audiences
209(3)
Video News Releases
210(1)
Radio and Television Tapes and Actualities
211(1)
Interviews and Talk Shows
211(1)
Corporate Advertising and Public Service Announcements
211(1)
Writing for Television
212(3)
Basic Concepts of Television Production
212(2)
Writing for the Eye
214(1)
Scripting for Television
215(10)
Script Treatments
215(1)
Shooting Scripts
215(3)
Accompanying Scripts
218(1)
Choosing a Style
219(1)
Timing Your Script
219(2)
Cutting Your Script
221(4)
Effective Television PSA Production
225(2)
Writing for Radio
227(1)
Types of Radio Announcements
228(2)
How to Get Your PSAs on the Air
230(5)
CHAPTER 11 SPEECHES AND PRESENTATIONS
235(15)
Types of Speeches
236(1)
Modes of Delivery
236(1)
Preparing and Writing the Speech
237(5)
Specifying Your Purpose
237(1)
Analyzing Your Audience
237(1)
Organizing Your Speech
238(2)
Supporting Your Ideas
240(1)
Delivering Your Speech
240(2)
Handling the Q & A Session
242(1)
Using Presentation Materials
243(7)
Preparing Presentation Materials
244(2)
Scripting for Audiovisuals
246(4)
CHAPTER 12 DESIGN, PRINTING, AND DESKTOP PUBLISHING
250(34)
Design: What It Is and Why It Might Be Greek to You
251(1)
Designing Public Relations Materials
252(2)
Principles of Design
254(17)
Balance
255(2)
Proportion
257(1)
Sequence and Emphasis
258(4)
Unity
262(2)
Grids
264(1)
Alignment
265(1)
Type and Typefaces
265(6)
Working with Printers
271(10)
Printing Processes
272(2)
Choosing Paper
274(2)
Choosing Ink
276(2)
Binding
278(1)
Swipe Files
278(1)
Preparing Computer Layouts for Printing
279(1)
Preparing Print Orders
280(1)
A Word on Desktop Publishing
281(3)
CHAPTER 13 THE DIGITAL MEDIA
284(16)
Writing on a Computer
285(6)
On Your Own
286(4)
In Collaboration
290(1)
Writing for the Computer
291(9)
Employee Communications: Intranets
291(2)
Communicating with Other Publics: The Internet
293(4)
Writing for Web Sites
297(3)
CHAPTER 14 THE BASICS OF GRAMMAR
300(40)
AP Style or English Grammar?
301(1)
Parts of Speech
302(3)
Nouns
302(1)
Pronouns
303(1)
Verbs
303(2)
Adjectives and Adverbs
305(1)
Prepositions and Conjunctions
305(1)
Sentences and Clauses
305(3)
Independent Clauses
306(1)
Subordinate Clauses
306(2)
Case
308(3)
Nominative
308(1)
Possessive
309(1)
Objective
309(2)
Adjectives and Adverbs
311(2)
Nouns as Adjectives
312(1)
Linking Verbs
312(1)
Degree or Quantity
313(1)
Agreement
313(5)
Subject/Verb
313(2)
Antecedents
315(2)
Faulty Pronoun References
317(1)
Dangling Constructions
318(1)
Parallel Structure
319(4)
Punctuation
323(9)
Commas
324(2)
Semicolons
326(1)
Colons
327(1)
Dashes and Parentheses
328(1)
Quotation Marks
329(1)
Apostrophes
330(1)
Hyphens
331(1)
Mechanics
332(4)
Italics
332(1)
Capitalization
333(2)
Numbers
335(1)
Spelling
336(4)
Correct Pronunciation
336(1)
Spelling Rules
337(3)
CHAPTER 15 THE BASICS OF STYLE
340(23)
Working with Words
341(8)
Formal vs. Informal
341(1)
Jargon
342(1)
Exactness
343(3)
Wordiness
346(1)
Emphasis
347(2)
Working with Sentences
349(1)
Working with Paragraphs
350(5)
Making Each Sentence Contribute
351(1)
Logical Sentence Order
351(2)
Logical Transitions
353(1)
Paragraph Development
353(2)
Planning and Writing
355(2)
The Central Idea
356(1)
The Outline
356(1)
Unity and Logical Thinking
357(4)
Clarity
357(1)
Generalizations
358(1)
Cause and Effect Relationships
359(2)
Some Final Thoughts on Writing
361(2)
Glossary 363(11)
Glossary of Grammatical Terms 374(4)
Index 378


Please wait while the item is added to your cart...