9780205648283

Public Relations Writing and Media Techniques

by
  • ISBN13:

    9780205648283

  • ISBN10:

    0205648282

  • Edition: 6th
  • Format: Paperback
  • Copyright: 1/1/2009
  • Publisher: Allyn & Bacon
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Summary

Public Relations Writing and Media Techniquesis the most comprehensive and up-to-date public relations writing book available, with real-world examples of outstanding work by public relations professionals.The basics of public relations writing, writing for the mass media, writing for other media (including newsletters, the Internet, social media, speeches, direct mail, and others), and managing programs and campaigns, including special events.Public relations writing.

Table of Contents

Getting Organized for Writing
The Framework of Public Relations
The Public Relations Writer
Preparation for Writing Research: the prelude to writing
Writing Guidelines Errors to Avoid
Becoming a Persuasive Writer
Persuasion: As Old as Civilization
The Basics of Communication
Theories of Communication Factors in Persuasive
Writing Persuasive
Speaking Persuasion and Propaganda
The Ethics of Persuasion
Avoiding Legal Hassles
A Sampling of Legal Problems
Libel and Defamation
The Fair Comment
Defense Avoiding Libel Suits
Invasion of Privacy
Copyright Law
Trademark Law
Regulations by Government Agencies
Other Regulatory Agencies
Working With Lawyers
Finding and Making News
The Challenge of Making News
What Makes News
How to Find News
How to Create News
Writing the News Release
The Backbone of Publicity Programs
The Value of News Releases
Planning a News Release
Types of News Releases
Parts of a Traditional News
Release Writing the Email News
Release Preparing the Multimedia News Release
Preparing Fact Sheets, Advisories, Media Kits, and Pitches
Expanding the Publicity
Tool Kit Fact Sheets
Media Advisories
Media Kits
Pitching a Story
Creating News Features and Op-Ed
The Value of Features
Planning a News Feature
Types of Features
Parts of a Feature
Placement Opportunities
Writing an Op-Ed
Selecting Publicity Photos and Graphics
The Importance of Publicity Photos
Components of a Good Photo
Working With Photographers
Writing Photo Captions
Creating Other Graphics
Maintaining Photo and Art Files
Distributing Photos and Artwork
Writing for Radio and Television
The Wide Reach of Broadcasting Radio Tele
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