Public Relations Writing and Media Techniques Plus MySearchLab with eText -- Access Card Package

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  • Edition: 7th
  • Format: Package
  • Copyright: 6/11/2012
  • Publisher: Pearson

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The most comprehensive and up-to-date public relations writing text available has just been updated in its 7thedition. With real-world examples of award-winning work by PR professionals, Public Relations Writing and Media Techniquescontinues to help readers master the many techniques needed to reach a variety of audiences in today's digital age. This book emphasizes the nuts and bolts of writing, producing, and distributing public relations materials through traditional and social media, making it valuable to public relation professionals and students alike.

Table of Contents



Chapter 1: 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


Chapter 2: 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


Chapter 3: Finding and Making News


The Challenge of Making News

What Makes News

How to Find News

How to Create News


Chapter 4: Working with Journalists and Bloggers


The Importance of Media Relations

The Media’s Dependence on Public Relations

Public Relations’ Dependence on the Media

Areas of Friction

Working with Journalists

A Media Relations Checklist

Crisis Communication




Chapter 5: Writing the News Release


The Backbone of Publicity Programs

The Value of News Releases

Planning a News Release

The Basic Components of a News Release

News Release Formats

The Traditional News Release

The Online News Release
The Multimedia News Release


Chapter 6: Preparing Fact Sheets, Advisories, Media Kits, and Pitches

Expanding the Publicity Tool Kit

Fact Sheets

Media Advisories

Media Kits

Pitching a Story

The Follow-Up


Chapter 7: 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


Chapter 8: 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


Chapter 9: Radio, Television, and Video


The Wide Reach of Broadcasting



Talk Shows and Product Placements

Film Features and Online Video


Chapter 10: Distributing News to the Media


Reaching the Media

Distribution of Materials


Chapter 11: Avoiding Legal Hassles


A Sampling of Legal Problems

Libel and Defamation

Invasion of Privacy

Copyright Law

Trademark Law

Regulatory Agencies

Working with Lawyers


PART III: Writing for Other Media


Chapter 12: Tapping the Web and Social Media


The Internet: Pervasive in Our Lives

The World Wide Web

The Basics of Webcasting

The Value of Social Media

The Explosion of Blogs

The Continuing Role of Traditional Media


Chapter l3   Newsletters, Brochures, and Intranets


The Value of Print Publication

The Balancing Act of Editors

Newsletters and Magazines

Online Newsletters



Annual Reports


Chapter 14  Writing E-Mail, Memos, and Proposals


The Challenge of Managing Information Overload






Chapter 15  Giving Speeches and Presentations


The Challenge of the Speaking Circuit

The Basics of Giving a Speech

Visual Aids for Presentations

Other Speech Formats

Speaker Training and Placement


Chapter 16  Using Direct Mail and Advertising


The Basics of Direct Mail

Creating A Direct Mail Package

The Basics of Public Relations Advertising

Types of Public Relations Advertising

Creating a Print Ad

Working with an Ad Agency

Other Advertising Channels




Chapter 17  Organizing Meetings and Events

A World Filled with Meetings and Events

Staff and Committee Meetings

Group Meetings


Receptions and Cocktail Parties


Trade Shows

Promotional Events

Open Houses and Plant Tours


Chapter l8   Planning Programs and Campaigns


The Value of a Writing Plan

Developing a Plan

Elements of the Plan

Submitting a Plan for Approval


Chapter l9   Measuring Success


The Importance of Measurement

Program Objectives

Measurement of Production/Distribution

Measurement of Message Exposure

Measurement of Audience Awareness

Measurement of Audience Attitudes

Measurement of Audience Action

Evaluation of Newsletters and Brochures

Writing a Measurement Report

Rewards Program

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