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Public Relations Writing With Infotrac: Form and Style,9780534612962

Public Relations Writing With Infotrac: Form and Style

by
Edition:
7th
ISBN13:

9780534612962

ISBN10:
0534612962
Format:
Paperback
Pub. Date:
3/19/2004
Publisher(s):
Wadsworth Publishing
List Price: $142.00

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Summary

Part One: PR WRITING: ROLE AND RESPONSIBILITY. 1. Public Relations and the Writer. 2. Ethical and Legal Responsibilities of the PR Writer. 3. Persuasion. 4. Research for the Public Relations Writer. Part Two: WRITING PRINCIPLES. 5. Writing to Clarify and Simplify the Complex: Style and Content. 6. Grammar, Spelling and Punctuation. Part Three: WRITING FOR SELECT PUBLICS. 7. Email, Memos, Letters, Reports and Proposals. 8. Backgrounders and Position Papers. Part Four: WRITING FOR MASS MEDIA PUBLICS. 9. News Releases for Print Media. 10. News for Broadcasting. 11. Features for Print and Broadcasting. 12. Message Design Concepts. 13. Writing Advertising Copy. 14. Writing for Web Sites. Part Five: WRITING FOR A MEDIA MIX. 15. Media Kits and Media Pitches. 16. Speeches and Other Presentations. 17. Newsletters. 18. Brochures. 19. Magazines and Annual Reports. 20. Crisis Communication and the Planning Process. Appendix A. Readability Formulas. Appendix B. Copyfitting.

Table of Contents

Preface xxi
PART 1 PR Writing: Role and Responsibility 1(80)
CHAPTER ONE Public Relations and the Writer
2(13)
Defining Public Relations
3(2)
Analyzing, Predicting and Counseling
3(1)
Advertising, Publicity and PR
4(1)
The Two-Way Street
5(1)
Publics, Channels and the Role of the Writer
5(7)
The Public in Public Relations
6(3)
Priority Publics
9(1)
Channels
9(2)
The Role of the Writer
11(1)
Conclusions
12(3)
CHAPTER TWO Ethical and Legal Responsibilities of the PR Writer
15(23)
Core Values and Personal/Professional Behavior
17(2)
Dynamics
18(1)
Values
18(1)
Influence of Personal Standards
19(2)
Educating
19(1)
Refusing
20(1)
Requesting Reassignment
20(1)
Taking the Assignment
21(1)
Influence of Organization and Industry Standards
21(3)
Perceptions
22(1)
Organizational Culture and Values
22(1)
Automatic Responses
22(2)
Influence of Public Relations Standards of Practice
24(2)
Accuracy
24(1)
Honesty, Truth and Fairness
25(1)
False or Misleading Information
25(1)
Influence of Laws and Regulations
26(7)
Negative Laws
26(1)
Contracts
27(1)
Commercial Free Speech
28(1)
Libel Laws and Privacy Issues
29(1)
Copyrights and Other Rights
29(3)
Government Regulators
32(1)
Influence of Primary Publics
33(1)
Shared Values
33(1)
Adversarial Groups
33(1)
Conclusions
34(4)
CHAPTER THREE Persuasion
38(23)
Opinion Formation and Change
40(2)
Opinion, Attitude and Belief
40(1)
Models of Attitude Formation and Message Recipients
41(1)
The Nature of Persuasion
42(4)
Aspects of Persuasion
42(2)
Rokeach's Value Hierarchy
44(1)
Steps in the Persuasion Process
45(1)
Typology of Steps in Persuasion
46(3)
Persuasion and Logic
47(1)
Expectations
47(1)
Experience
47(1)
Perceptions
47(1)
Connections
48(1)
Values
48(1)
Persuasion and Communication
49(8)
Source
49(1)
Message
50(2)
Medium
52(2)
Public
54(1)
Effect
55(1)
An Alternative Theory
55(2)
Conclusions
57(4)
CHAPTER FOUR Research for the Public Relations Writer
61(20)
Research in Public Relations
62(7)
Categories of Research for the PR Writer
63(5)
Research for Storage and Retrieval
68(1)
Sources for PR Writers and Researchers
69(8)
Secondary Sources for Research
69(2)
Primary Sources for Research
71(4)
Verifying
75(1)
Communication Audits
76(1)
Skepticism-A Requisite for All Research
77(1)
Questions to Ask
77(1)
Answers Prompt Questions
77(1)
Fact Sheets-Basic PR Tools
77(1)
Conclusions
78(3)
PART 2 Writing Principles 81(50)
CHAPTER FIVE Writing to Clarify and Simplify the Complex: Style and Content
82(28)
Message, Public, Medium
83(1)
Message
83(1)
Public
83(1)
Medium
83(1)
Style
84(6)
Readability/Listenability
84(3)
Naturalness
87(1)
Variety
88(1)
Euphony
89(1)
Human Interest
89(1)
Trite Expressions
89(1)
Eliminating Bias
89(1)
Content: Simplifying the Complex
90(16)
Know Your Subject
92(2)
Use Plain English
94(6)
Take One Step at a Time
100(1)
Make the Central Points Clear
101(3)
Explain the Unfamiliar with the Familiar
104(1)
Make the Message Accessible
105(1)
Conclusions
106(4)
CHAPTER SIX Grammar, Spelling and Punctuation
110(21)
Ambiguity and Grammar
112(1)
That Versus Which
112(1)
Subject-Verb Agreement
112(1)
Myths of Grammar
113(1)
Split Infinitives
114(1)
Sentence-Ending Prepositions
114(1)
Usage Manuals
114(2)
Verbs
116(1)
Emotive and Cognitive Meaning
116(1)
Spelling
117(3)
Punctuation
120(2)
Global English?
122(2)
Always Check
124(1)
Conclusions
124(7)
PART 3 Writing for Select Publics 131(36)
CHAPTER SEVEN Email, Memos, Letters, Reports and Proposals
132(21)
Email
133(2)
Formats and Content
134(1)
Style
135(1)
Memos
135(7)
Memo Formats
136(4)
Classifications of Memos
140(1)
Factors Affecting the Use of Memos
141(1)
Letters
142(4)
Business Letter Format
143(1)
Types of Letters
144(2)
Reports and Proposals
146(4)
Organization of Reports and Proposals
146(3)
Readability and Applicability
149(1)
Conclusions
150(3)
CHAPTER EIGHT Backgrounders and Position Papers
153(14)
Backgrounders
154(4)
Research
155(1)
Writing
155(3)
Documentation
158(1)
Position Papers
158(5)
Stating the Issue
159(1)
Background
159(1)
Position
159(3)
Recommendations
162(1)
Format
163(1)
Special Uses
163(1)
Conclusions
164(3)
PART 4 Writing for Mass Media Publics 167(130)
CHAPTER NINE News Releases for Print Media
168(22)
Who Gets News Releases and How?
168(4)
What Is News?
169(1)
Finding News
170(1)
Getting News to the Mass Media
171(1)
Writing News Releases
172(13)
Approach
172(5)
Form and Style
177(1)
Electronic Transmission of Releases
178(1)
Types of Releases
179(6)
Dealing with News Media
185(1)
Government Regulations
186(1)
Conclusions
187(3)
CHAPTER TEN News for Broadcasting
190(20)
Facts, Sights and Sounds
191(4)
Announcements and Special Events
191(2)
News Conferences
193(2)
Crises
195(1)
Talk Shows
195(1)
News on Call
196(1)
News Releases
197(1)
VNRs
198(1)
Broadcast Writing Style
199(8)
Physical Preparation
201(2)
Structural Considerations
203(1)
Supplying Tape (Audio and Video)
204(2)
Digital Delivery and Use
206(1)
Conclusions
207(3)
CHAPTER ELEVEN Features for Print and Broadcasting
210(18)
Generating and Selling Ideas
211(3)
Discovering Feature Material
211(1)
Finding a Market for the Features
211(1)
Writing the Query Letter and Following Up
212(1)
Working with the Medium
213(1)
Evaluating Topics
214(1)
Reader Interest
214(1)
Reader Consequence
214(1)
Angle
214(1)
Research
215(2)
Background Research
215(1)
Interviewing
216(1)
Writing
217(4)
The Lead
217(1)
Development
218(1)
Verification and Illustration
218(2)
Anecdotes
220(1)
Quotations
220(1)
Humanization
220(1)
Dramatization
220(1)
Description
221(1)
Writing Features for Ezines
221(1)
Broadcast Features as a Series
221(2)
Documentaries and Broadcast Features
223(3)
Conclusions
226(2)
CHAPTER TWELVE Message Design Concepts
228(19)
The Creative Process
228(9)
Symbols
230(1)
Type
231(2)
Logos
233(1)
Color
234(2)
Photographs and Art
236(1)
Infographics
236(1)
Sound and Motion
237(2)
Radio and Other Audio
237(1)
Television, Video, Film and the Internet
238(1)
Qualities of Good Message Design
239(2)
Clear Creative Concept
239(1)
Getting and Holding Attention
240(1)
Understanding Publics
240(1)
Good Organization
240(1)
Visual Principles
241(3)
Balance
241(1)
Visual Weight
242(1)
Horizontal and Vertical Lines
242(1)
Contrast
242(1)
Movement
243(1)
Harmony
243(1)
Unity
243(1)
Proportion
244(1)
Conclusions
244(3)
CHAPTER THIRTEEN Writing Advertising Copy
247(30)
Advertising as a Persuasive Force
253(3)
Appeal
253(1)
Positioning
253(3)
Behavior
256(1)
Basic Guidelines for Writing Advertising Copy
256(4)
Purpose
256(1)
Objective Facts
256(1)
The Publics
257(1)
Media
257(1)
The Creative Approach
257(1)
Visualization
258(1)
Language
258(2)
Repetition
260(1)
Copywriting for Broadcast and Film Media
260(8)
Public Service Announcements
261(1)
Copywriting for Television and Film
262(3)
Copywriting for Radio
265(1)
Broadcast Production Relationships
266(2)
Copywriting for Print Media
268(7)
Attention
269(1)
Interest
269(1)
Desire
270(1)
Credibility
270(1)
Action
270(1)
Copywriting for Newspapers
270(1)
Copywriting for Magazines
271(1)
Copywriting for Web Pages
272(1)
Copywriting for Direct Response and Direct Advertising
273(1)
Copywriting for Out-of-Home Media
273(1)
Copywriting for Sales Promotion
274(1)
Conclusions
275(2)
CHAPTER FOURTEEN Writing for Web Sites
277(20)
Nature of the Internet
278(1)
Accessing the Internet
278(1)
Cross-Platform
278(1)
Importance of URLs
279(1)
Two Types of Web Pages
279(1)
Organizing the Site
279(3)
Web Site Writing
282(3)
Visitor Reading Behavior
283(1)
Writing Basics
283(1)
Writing Style
284(1)
Emphasis
285(1)
Design Issues
285(6)
Getting Started
285(1)
Basic Guidelines
286(1)
Links
287(1)
Graphics
287(4)
Making a Web Site More Useful
291(1)
Branding
291(1)
Site Search Software
291(1)
Visitor Response
291(1)
Refreshing Your Site
292(1)
Tracking Usage
292(1)
A Dozen Tips to Remember
292(1)
Conclusions
293(4)
PART 5 Writing for a Media Mix 297(124)
CHAPTER FIFTEEN Media Kits and Media Pitches
298(21)
Media Kits
298(14)
Media Kit Use
300(1)
Media Kits for Special Events
300(11)
Materials for Media Rooms-Crises and Special Events
311(1)
Media Pitches
312(2)
Be Prepared and Be Persistent
313(1)
Conclusions
314(5)
CHAPTER SIXTEEN Speeches and Other Presentations
319(17)
Speeches
320(6)
Types of Speeches
321(1)
Planning
322(1)
Paring and Timing
322(1)
Persuading
323(1)
The Mechanics of Organization
323(1)
Style
324(1)
Setting the Stage and Writing the Finale
325(1)
Presentation Scripts
326(5)
Differences and Similarities
326(1)
Types of Presentations
326(1)
Planning
327(1)
Development
327(1)
Matching Words and Sights
328(1)
Computer Advantages/Disadvantages
328(1)
Other Types of Presentation Aids
329(2)
Other Speech/Presentation Occasions
331(1)
Television Interviews
331(1)
Evaluations
332(1)
Conclusions
332(4)
CHAPTER SEVENTEEN Newsletters
336(17)
Criteria for Successful Newsletters
338(2)
Filling Unmet Needs
338(1)
Uniqueness
338(1)
Distribution
339(1)
Knowledge and Skills
339(1)
Frequency
339(1)
Format
340(1)
Types and Functions of Newsletters
340(5)
Employee and Member Newsletters
340(3)
Special-Interest Subscriber Newsletters
343(1)
Technical and Content Considerations
343(2)
Reporting and Writing for Newsletters
345(2)
Reporting
345(1)
Writing Tips for Newsletters
346(1)
Fitting Newsletter Copy and Design
346(1)
Writing and Designing Newsletters on Desktop Systems
347(4)
Expediting Editorial Matter
348(1)
Designing
349(2)
Conclusions
351(2)
CHAPTER EIGHTEEN Brochures
353(18)
Purpose
354(1)
Persuade
355(1)
Inform and Educate
355(1)
Concept
355(3)
Purpose and Object
355(3)
Giving Shape to Information
358(3)
Rules
359(1)
Accuracy
359(1)
Active Voice
359(1)
Style
359(1)
Tone
360(1)
Visuals
360(1)
Designing Brochures
361(6)
Format
361(1)
Type
362(2)
Paper
364(1)
White Space
365(1)
Color
366(1)
Reproduction
367(1)
Letterpress
367(1)
Offset
367(1)
Gravure
367(1)
Distribution
368(1)
Conclusions
368(3)
CHAPTER NINETEEN Magazines and Annual Reports
371(23)
Magazines
371(7)
Topics
372(2)
Employee Publications
374(1)
Association Publications
375(3)
Trade and Industry Publications
378(1)
Corporate Publications for the Public
378(1)
Annual Reports
378(12)
Clarity Versus Accuracy
382(2)
Planning the Report
384(1)
Writing the Report
385(5)
Conclusions
390(4)
CHAPTER TWENTY Crisis Communication and the Planning Process
394(27)
Planning for Crisis Situations
395(5)
Corporate Information
396(3)
Handling the Crisis
399(1)
The Planning Process
400(16)
1. Review, Revise and Affirm the Mission Statement
402(1)
2. Examine the Present Situation
402(2)
3. Analyze the Data
404(1)
4. Prepare Forecasts
404(1)
5. Write Statements of Objectives
405(1)
6. Prepare Statements of Goals
405(1)
7. Develop Strategies
406(1)
8. Define, Prioritize and Analyze Publics
406(1)
9. Prepare Message Strategies and Statements
407(2)
10. Develop Media Strategy and Mix
409(3)
11. Develop Schedule, Assign Responsibilities and Establish Budget
412(1)
12. Devise Monitoring and Measurement Systems and Procedures
412(4)
Conclusions
416(5)
APPENDIX A Readability Formulas 421(5)
Flesch's Reading Ease and Human Interest Formulas
421(1)
Gunning's Fog Index
422(1)
Dale-Chall Formula
422(1)
ELF Formula
423(1)
Other Readability Tests
423(3)
Software Programs
425(1)
APPENDIX B Copyfitting 426(5)
Sizing Copy
426(1)
Sample Copyfitting Problems
427(2)
Broadcast Copy
429(2)
Radio
429(1)
Television
429(2)
Index 431


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