Public Relations Writing and Media Techniques

by Wilcox, Dennis L.

• ISBN13: 9780321070142
• ISBN10: 0321070143
• Edition: 4th
• Format: Paperback
• Copyright: 2005-01-01
• Publisher: Allyn & Bacon

Summary

The Fourth Edition of Public Relations Writing & Media Techniques is the most comprehensive and up-to-date PR writing text available. The text thoroughly integrates new communication technologiesthe Internet, World Wide Web, Webcasting, etc.and shows students the many techniques on the horizon and currently in use to reach a variety of audiences. An abundance of real-world examples and illustrations showcase outstanding work by public relations professionals and provide models for students. Clearly-written and well-organized, this book places emphasis on the "nuts and bolts" of daily work in public relations, giving students step-by-step procedures for creating and distributing a variety of successful public relations materials. An engaging and highly effective text for students, Public Relations Writing & Media Techniques is also an invaluable resource for public relations practitioners.

Table of Contents

Foreword	xvii
Preface	xix
PART ONE The Basics of Public Relations Writing	1	(116)
Preparing for Writing	3	(32)
The Public Relations Writer	4	(3)
The Objectives	4	(2)
Audience	6	(1)
Channels	6	(1)
Preparation for Writing	7	(14)
Equipment	7	(2)
References	9	(6)
Research: Prelude to Writing	15	(3)
Online Networks	18	(1)
The Internet and the World Wide Web	19	(2)
Writing Guidelines	21	(4)
Outlining the Purpose	21	(1)
Sentences	22	(1)
Paragraphs	22	(1)
Word Choice	23	(1)
Active Verbs/Present Tense	24	(1)
Imagery	25	(1)
Errors to Avoid	25	(6)
Spelling	26	(1)
Gobbledygook and Jargon	26	(1)
Poor Sentence Structure	26	(1)
Wrong Words	27	(1)
``Sound-alike'' Words	27	(1)
Redundancies	28	(1)
Too Many Numbers	28	(1)
Hype	28	(1)
Bias and Stereotypes	29	(1)
Politically Incorrect Language	30	(1)
Summary	31	(1)
Exercise	31	(2)
Additional Resources	33	(2)
Persuasive Writing	35	(25)
The Basics of Communication	36	(1)
Receiver	36	(1)
Media	37	(1)
Message	37	(1)
Sender	37	(1)
Theories of Communication	37	(8)
Two-Step Flow Theory	38	(1)
Media Uses and Gratification	38	(1)
Cognitive Dissonance	38	(1)
Media Effects	38	(1)
Framing	39	(1)
Diffusion and Adoption	39	(2)
Hierarchy-of-Needs Theory	41	(1)
Applying Theory to Practice	41	(4)
Persuasive Writing	45	(9)
Audience Analysis	46	(1)
Source Credibility	46	(1)
Appeal to Self-interest	47	(1)
Clarity of the Message	48	(1)
Timing and Context	48	(1)
Symbols, Slogans, and Acronyms	48	(1)
Semantics	49	(1)
Suggestions for Action	49	(1)
Content and Structure	50	(4)
The Ethics of Persuasion	54	(2)
Summary	56	(1)
Exercises	57	(2)
Additional Resources	59	(1)
Finding and Generating News	60	(28)
Barriers to Media Coverage	61	(1)
What Makes News	62	(7)
Timeliness	62	(2)
Prominence	64	(1)
Proximity	64	(2)
Significance	66	(1)
Unusualness	67	(1)
Human Interest	67	(1)
Conflict	68	(1)
Newness	69	(1)
How to Find News	69	(5)
Internal News Sources	69	(4)
External News Sources	73	(1)
How to Create News	74	(11)
Brainstorming	75	(1)
Special Events	76	(2)
Contests	78	(1)
Polls and Surveys	78	(2)
Top 10 Lists	80	(1)
Stunts	81	(1)
Product Demonstrations	81	(1)
Rallies and Protests	81	(3)
Personal Appearances	84	(1)
Summary	85	(1)
Exercises	85	(2)
Additional Resources	87	(1)
Legal and Ethical Guidelines	88	(29)
Examples of Legal Problems	89	(1)
Libel and Slander	90	(1)
The Fair Comment Defense	91	(1)
Invasion of Privacy	91	(3)
Releases for Advertising and Promotion	92	(2)
Regulations of Government Agencies	94	(3)
Securities and Exchange	94	(1)
Commission	94	(2)
Federal Trade Commission	96	(1)
Other Regulatory Agencies	97	(1)
Copyright Law	97	(5)
The Rights of Free-lancers	98	(1)
Fair Use and Infringement	98	(4)
Trademark Law	102	(5)
Working With Lawyers	107	(1)
Ethics and Professionalism	108	(3)
Summary	111	(2)
Exercises	113	(1)
Additional Resources	114	(3)
PART TWO Writing for Mass Media	117	(216)
The Values of News Releases	120	(30)
Planning a News Release	120	(3)
The Basic Questions	120	(1)
Selection of Paper	121	(1)
Spacing and Margins	121	(2)
Use AP Style	123	(1)
Types of News Releases	123	(4)
Announcements	123	(2)
Spot Announcements	125	(1)
Reaction Releases	126	(1)
Bad News	126	(1)
Local News	126	(1)
Parts of a News Release	127	(10)
Letterhead	127	(4)
Contacts	131	(1)
Headline	131	(1)
Dateline	132	(1)
The Lead	132	(3)
Body of Text	135	(2)
Fact Sheets	137	(3)
Frequently Asked Questions	139	(1)
Placement	140	(5)
Gatekeepers	143	(1)
Deadlines	143	(1)
Getting Maximum Results	144	(1)
Mistakes to Avoid	145	(1)
Summary	146	(1)
Exercises	147	(2)
Additional Resources	149	(1)
The Feature Story	150	(25)
The Value of Features	151	(1)
Planning a Feature	152	(1)
Ways to Proceed	152	(1)
Types of Features	153	(14)
Case Study	154	(3)
Application Story	157	(1)
Research Study	158	(1)
Backgrounder	158	(1)
Personality Profile	158	(9)
Historical Piece	167	(1)
Parts of a Feature	167	(3)
The Lead	167	(1)
Body of the Feature	168	(2)
Summary	170	(1)
Photos and Graphics	170	(1)
Placement Opportunities	170	(2)
Newspapers	171	(1)
General Magazines	171	(1)
Specialty/Trade Magazines	171	(1)
Internal Publications	172	(1)
Summary	172	(1)
Exercises	173	(1)
Additional Resources	174	(1)
Photos and Graphics	175	(27)
Elements of Good Publicity Photo	176	(10)
Quality	176	(1)
Subject Matter	176	(2)
Composition	178	(1)
Action	179	(1)
Scale	180	(1)
Camera Angle	180	(2)
Lighting and Timing	182	(2)
Color	184	(2)
Working With Photographers	186	(4)
Finding Photographers	186	(1)
Contracts	186	(1)
The Photo Session	187	(1)
Cropping and Retouching	187	(2)
Computer Altering of Photos	189	(1)
Writing Photo Captions	190	(3)
Format of a Caption	192	(1)
Attaching the Caption	193	(1)
Packaging and Distribution	193	(1)
Graphics	194	(4)
Charts	194	(3)
Diagrams	197	(1)
Rendering and Models	197	(1)
Maps	197	(1)
Line Drawing and Clip Art	197	(1)
Photo and Art Files	198	(1)
Summary	199	(1)
Exercises	200	(1)
Additional Resources	201	(1)
Pitch Letter, Media Alerts, Press Kits, and Op-Ed	202	(23)
Pitch Letters	203	(5)
Researching the Publication	203	(2)
Preparing the Pitch Letter	205	(3)
Follow Up Your Letter	208	(1)
Media Alerts	208	(1)
Press Kits	209	(5)
Corporate Profile	211	(2)
Backgrounder	213	(1)
Compiling a Press Kit	214	(2)
Electronic Press Kits	216	(1)
Op-Ed	216	(6)
Op-Ed: A Case History	219	(2)
Letters to the Editor	221	(1)
Summary	222	(1)
Exercises	223	(1)
Additional Resources	224	(1)
Radio, Television, and Webcasting	225	(45)
Radio	226	(10)
Radio News Releases	226	(3)
Audio News Releases	229	(2)
Public Service Announcements	231	(4)
Radio Media Tours	235	(1)
Television	236	(20)
Video News Releases	237	(13)
Public Service Announcements	250	(2)
Satellite Media Tours	252	(4)
Personal Appearances and Product Placements	256	(9)
Talk Shows	257	(3)
Public Service Programs	260	(1)
Magazine Shows	261	(1)
Entertainment Programs	261	(1)
Community Calendars	261	(1)
Editorials	262	(1)
Free-speech Messages	263	(1)
Radio Promotions	263	(1)
Creative Publicity	264	(1)
Feature Films and Videos	264	(1)
Proud Placement	265	(1)
Webcasting	265	(1)
Summary	266	(1)
Exercises	267	(2)
Additional Resources	269	(1)
Distribution: Snail Mail to the Internet	270	(30)
Finding the Media	271	(6)
Media Directories	271	(3)
Editorial Calendars	274	(1)
Tip Sheets	275	(2)
Distribution of Materials	277	(10)
Mail	277	(1)
Fax	278	(2)
Electronic Wire Services	280	(3)
Feature Placement Firms	283	(2)
Diskettes	285	(1)
CD-ROM	286	(1)
The Internet: New Kid on the Block	287	(7)
E-mail	288	(2)
The World Wide Web	290	(3)
Usenet and Listserv	293	(1)
The Internet's Limitations	294	(2)
Summary	296	(1)
Exercises	297	(2)
Additional Resources	299	(1)
Working with the Media	300	(33)
Media Dependence on Public Relations	301	(1)
Public Relations Dependence on the Media	301	(1)
Areas of Friction	302	(5)
Hype and other Irritations	302	(2)
Name Calling	304	(1)
Sloppy/Biased Reporting	304	(1)
Tabloid Journalism	305	(1)
Advertising Influence	306	(1)
Working with Journalists	307	(14)
Individual Interviews	307	(2)
News Conferences	309	(4)
Teleconferences	313	(1)
Media Tours	314	(1)
Previews and Parties	315	(4)
Press Junkets	319	(1)
Editorial Board Meetings	320	(1)
A Media Relations Checklist	321	(4)
Media Etiquette	323	(2)
Crisis Communication	325	(2)
Summary	327	(1)
Exercises	328	(2)
Additional Resources	330	(3)
PART THREE Writing for other Media	333	(160)
Newsletters, E-zines, and Brochures	335	(37)
The Value of Print Publications	336	(1)
The Dual Role of the Editor	337	(6)
Mission Statement and Editorial Plan	340	(3)
Newsletters and Magazines	343	(8)
Meeting Audience Interests	343	(1)
Design	344	(7)
Electronic Newsletters	351	(2)
Using an Intranet	352	(1)
Brochures	353	(11)
Planning	356	(1)
Writing	357	(2)
Production	359	(1)
Paper	360	(1)
Type Fonts	361	(2)
Ink and Color	363	(1)
Desktop Publishing	364	(4)
Working with Graphic Designers	366	(2)
Summary	368	(1)
Exercises	369	(2)
Additional Resources	371	(1)
The World Wide Web	372	(27)
The Growth of the World Wide Web	373	(1)
The Web: A Major Source for Journalists	374	(5)
Creating a Press-Friendly Web Site	377	(2)
Writing for the Web	379	(3)
Building an Effective Web Site	382	(13)
Making the Site Interactive	387	(1)
Using Audio and Video Components	388	(1)
Who Controls the Site?	389	(2)
The Cost of a Site	391	(1)
Promoting the Site	392	(1)
Tracking Site Visitors	393	(2)
Summary	395	(1)
Exercises	396	(1)
Additional Resources	397	(2)
Direct Mail and Advertising	399	(31)
The Basics of Direct Mail	400	(2)
Advantages of Direct Mail	400	(1)
Disadvantages of Direct Mail	401	(1)
Creating a Direct Mail Package	402	(5)
The Letter	404	(2)
Brochure	406	(1)
Reply Card	407	(1)
Return Envelope	407	(1)
The Basics of Public Relations Advertising	407	(3)
Advantages of Advertising	409	(1)
Disadvantages of Advertising	409	(1)
Types of Public Relations Advertising	410	(8)
Investor and Financial Relations	412	(1)
Public Service	413	(2)
Advocacy/Issues	415	(3)
Announcements	418	(1)
Creating a Print AD	418	(3)
Headline	419	(1)
Text	420	(1)
Artwork	420	(1)
Layout	420	(1)
Using an Advertising Agency	421	(1)
Other Advertising Channels	422	(4)
Billboards	422	(1)
Transit Panels	422	(1)
Buttons and Bumper Stickers	422	(1)
Posters	422	(2)
Sponsored Books	424	(1)
T-Shirts	424	(1)
Promotional Items	425	(1)
Product Placements	425	(1)
Summary	426	(1)
Exercises	427	(2)
Additional Resources	429	(1)
Letters, E-mail, and Reports	430	(22)
The Challenge of Information Overload	431	(1)
Letters	432	(3)
Purpose	432	(1)
Content	432
Format	343	(92)
E-mail	435	(3)
Purpose	435	(1)
Content	436	(1)
Format	437	(1)
Memorandums	438	(2)
Purpose	438	(1)
Content	438	(2)
Format	440	(1)
Proposals	440	(2)
Purpose	440	(1)
Organization	441	(1)
Special Reports	442	(1)
Basic Formats	443	(1)
Annual Reports	443	(5)
Preparing an Annual Report	446	(1)
Trends in Annual Reports	447	(1)
Summary	448	(2)
Exercises	450	(1)
Additional Resources	451	(1)
Writing and Giving Speeches	452	(23)
The Basics of Speech Writing	453	(5)
Researching Audience and Speaker	453	(1)
Laying the Groundwork	454	(2)
Writing the Speech	456	(2)
The Basics of Giving a Speech	458	(5)
Know Your Objective	458	(1)
Structure the Message for the Ear	459	(1)
Tailor Remarks to the Audience	460	(1)
Give Specifics	461	(1)
Keep it Short	461	(1)
Eye Contact and Gestures	462	(1)
Other Speech Formats	463	(3)
Panels	464	(1)
Debates	464	(1)
Media Interviews	465	(1)
Speaker Training and Placement	466	(5)
Executive Training	467	(1)
Speaker's Bureaus	468	(1)
Placement of Speakers	468	(2)
Publicity Opportunities	470	(1)
Summary	471	(2)
Exercises	473	(1)
Additional Resources	474	(1)
Audiovisual Aids	475	(18)
The Importance of Audiovisuals	476	(1)
Charts	476	(2)
Advantages	477	(1)
Preparation	477	(1)
Presentation	477	(1)
Overhead Transparences	478	(2)
Advantages	478	(1)
Production	479	(1)
Presentation	480	(1)
Powerpoint Presentations	480	(2)
Slide Presentations	482	(4)
Advantages	482	(1)
Production	482	(2)
Projection	484	(2)
Multiple Projection	486	(1)
CD-ROM	486	(1)
Video	486	(2)
Film	488	(1)
Production	488	(1)
Summary	489	(1)
Exercises	490	(1)
Additional Resources	490	(3)
PART FOUR Managing Programs and Campaigns	493	(68)
Meetings and Events	495	(26)
Staff and Committee Meetings	496	(1)
Club Meetings and Workshops	497	(6)
Planning	497	(3)
Registration	500	(1)
Program	500	(3)
Banquets	503	(2)
Working with Banquet Managers	503	(1)
Logistics and Timing	504	(1)
Cocktail Parties and Receptions	505	(1)
Open House and Plant tours	506	(3)
Conventions	509	(3)
Planning	510	(1)
Program	511	(1)
Trade shows	512	(3)
Exhibit Booths	512	(2)
Press Rooms	514	(1)
Planning Guidelines	515	(1)
Promotional Events	515	(3)
Summary	518	(1)
Exercises	519	(1)
Additional Resources	520	(1)
Program Planning	521	(18)
Developing a Plan	522	(2)
Gathering Information	522	(2)
Analyzing the Information	524	(1)
Elements of a Plan	524	(10)
Situation	524	(2)
Objectives	526	(1)
Audience	527	(2)
Strategy	529	(1)
Tactics	529	(2)
Calendar	531	(1)
Budget	532	(2)
Evaluation	534	(1)
Reviewing the Final Draft	534	(1)
Summary	535	(1)
Exercises	535	(3)
Additional Resources	538	(1)
Program Evaluation	539	(22)
The Importance of Evaluation	540	(2)
Start with Objectives	541	(1)
Measurement of Production/Distribution	542	(1)
Measurement of Message Exposure	543	(8)
Impressions	544	(1)
Advertising Equivalency	545	(1)
Systematic Tension	546	(2)
Monitoring the Internet	548	(1)
Requests and 800 Numbers	549	(1)
Cost per Person	550	(1)
Event Attendance	550	(1)
Measurement of Audience Awareness	551	(1)
Measurement of Audience Attitudes	552	(1)
Other Forms of Feedback	552	(1)
Measurement of Audience Action	553	(1)
Evaluation of Newsletters and Brochures	554	(3)
Content Analysis	554	(1)
Readership Surveys	554	(1)
Article Recall	555	(1)
Readability	556	(1)
Advisory Boards and Focus Groups	557	(1)
Writing an Evaluation Report	557	(1)
Summary	558	(1)
Exercises	559	(1)
Additional Resources	560	(1)
Glossary	561	(4)
Index	565