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Public Relations Writing and Media Techniques,9780673980830

Public Relations Writing and Media Techniques

by Wilcox, Dennis L.; Nolte, Lawrence W.; Jackson, Patrick

Edition:

3rd

ISBN13:

9780673980830

ISBN10:

0673980839

Format:

Paperback

Pub. Date:

11/1/1996

Publisher(s):

Pearson College Div

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Table of Contents

Foreword

xv

(2)

Preface

xvii

Part 1 The Basics of Public Relations Writing

1

(110)

Chapter 1 Preparing for Writing

3

(29)

The Public Relations Writer

4

(3)

Objectives

4

(1)

Audiences

5

(1)

Channels

5

(2)

Preparation for Writing

7

(11)

Equipment

7

(2)

References

9

(5)

Research

14

(3)

On-line Networks

17

(1)

The Internet and World Wide Web

18

(1)

Writing Guidelines

18

(6)

Outlining the Purpose

20

(1)

Sentences

21

(1)

Paragraphs

21

(1)

Word Choice

22

(1)

Active Verbs

23

(1)

Imagery

24

(1)

Errors to Avoid

24

(5)

Spelling

24

(1)

Gobbledygook and Jargon

24

(1)

Poor Sentence Structure

25

(1)

Wrong Words

26

(1)

"Sound-alike" Words

26

(1)

Redundancies

26

(1)

Too Many Numbers

27

(1)

Hype

27

(1)

Bias and Stereotypes

27

(1)

Politically Incorrect Language

28

(1)

Summary

29

(1)

Exercises

29

(3)

Chapter 2 Legal and Ethical Considerations

32

(26)

Examples of Legal Problems

33

(1)

Libel and Slander

34

(1)

The Fair Comment Defense

34

(1)

Invasion of Privacy

35

(2)

Releases for Advertising and Promotion

36

(1)

Regulations of Government Agencies

37

(4)

Securities and Exchange Commission

37

(2)

Federal Trade Commission

39

(1)

Other Regulatory Agencies

40

(1)

Copyright Law

41

(4)

The Rights of Free-lancers

42

(1)

Fair Use and Infringement

42

(3)

Trademark Law

45

(5)

Working with Lawyers

50

(1)

Ethics and Professionalism

51

(4)

Summary

55

(1)

Exercises

56

(2)

Chapter 3 Persuasive Writing

58

(23)

Public Opinion

59

(1)

Attitudes and Opinions

59

(1)

Building Public Opinion

59

(1)

Basics of Communication

59

(3)

Receiver

60

(1)

Media

60

(1)

Message

61

(1)

Sender

62

(1)

Theories of Communication

62

(6)

Two-Step Flow Theory

63

(1)

Media Uses and Gratification

63

(1)

Cognitive Dissonance

63

(1)

Media Effects

63

(1)

Diffusion and Adoption

64

(1)

Hierarchy-of-Needs Theory

65

(2)

Applying Theory to Practice

67

(1)

Persuasive Writing

68

(8)

Audience Analysis

69

(1)

Source Credibility

69

(1)

Appeal to Self-interest

70

(1)

Clarity of the Message

70

(1)

Timing and Context

71

(1)

Symbols, Slogans and Acronyms

71

(1)

Semantics

72

(1)

Suggestions for Action

72

(1)

Content and Structure

73

(3)

The Ethics of Persuasion

76

(1)

Summary

77

(1)

Exercises

78

(3)

Chapter 4 Finding and Generating News

81

(30)

Barriers to Meida Coverage

82

(1)

What Makes News

83

(5)

Timeliness

83

(1)

Prominence

83

(1)

Proximity

84

(1)

Significance

85

(1)

Unusualness

86

(1)

Human Interest

86

(1)

Conflict

87

(1)

Newness

88

(1)

How to Find News

88

(5)

Internal News Sources

88

(4)

External News Sources

92

(1)

How to Create News

93

(14)

Brainstorming

96

(1)

Special Events

97

(1)

Contests

98

(2)

Polls and Surveys

100

(1)

Top 10 Lists

100

(3)

Stunts

103

(1)

Product Demonstrations

104

(1)

Rallies and Protests

105

(1)

Personal Appearances

106

(1)

Summary

107

(1)

Exercises

108

(3)

Part 2 Writing for Mass Media

111

(186)

Chapter 5 The News Release

113

(27)

The Value of News Releases

114

(1)

Planning a News Release

114

(2)

The Basic Questions

114

(1)

Selection of Paper

115

(1)

Spacing and Margins

115

(1)

Use AP Style

116

(1)

Types of News Releases

116

(5)

Announcements

117

(2)

Spot Announcements

119

(1)

Reaction Releases

119

(1)

Bad News

119

(1)

The "Hometown" Release

120

(1)

Parts of a News Release

121

(9)

Organization Name

121

(2)

Contacts

123

(1)

Headline

123

(1)

Dateline

124

(1)

The Lead

124

(3)

Body of Text

127

(3)

Fact Sheets

130

(1)

Placement

131

(4)

Gatekeepers

131

(1)

Deadlines

131

(3)

Getting Maximum Publicity

134

(1)

Mistakes to Avoid

135

(1)

Summary

136

(1)

Exercises

137

(3)

Chapter 6 The Feature Story

140

(20)

The Value of Features

141

(1)

Planning a Feature

141

(2)

Ways to Proceed

142

(1)

Types of Features

143

(9)

Case Study

143

(3)

Research Study

146

(1)

Backgrounder

146

(1)

Personality Profile

147

(2)

Historical Feature

149

(1)

Application Story

149

(3)

Parts of a Feature

152

(3)

The Lead

152

(1)

Body of the Feature

153

(1)

Summary

153

(1)

Photos and Graphics

154

(1)

Placement Opportunities

155

(2)

Newspapers

155

(1)

General Magazines

155

(1)

Specialty/Trade Magazines

155

(2)

Internal Publications

157

(1)

Summary

157

(1)

Exercises

158

(2)

Chapter 7 Photos and Graphics

160

(27)

Elements of a Good Publicity Photo

161

(7)

Quality

161

(1)

Subject Matter

161

(1)

Composition

162

(1)

Action

163

(2)

Scale

165

(1)

Camera Angles

165

(1)

Lighting and Timing

165

(1)

Color

166

(2)

Working with Photographers

168

(4)

Finding Photographers

169

(1)

Contracts

169

(1)

The Photo Session

170

(1)

Cropping and Retouching

170

(1)

Computer Altering of Photos

170

(2)

Writing Photo Captions

172

(4)

Format of a Caption

174

(1)

Attaching the Caption

174

(2)

Packaging and Distribution

176

(1)

Graphics

177

(6)

Charts

177

(3)

Diagrams

180

(1)

Renderings and Models

180

(1)

Maps

180

(1)

Line Drawings and Clip Art

180

(3)

Photo and Art File

183

(1)

Summary

184

(1)

Exercises

185

(2)

Chapter 8 Radio and Television

187

(32)

Radio

188

(6)

Radio News Releases

188

(2)

Audiotape News Releases

190

(1)

Public Service Announcements

191

(3)

Television

194

(13)

Television News Releases

197

(1)

Video News Releases

197

(8)

The Rise of Infomercials

205

(2)

Placement Opportunities

207

(9)

Talk Shows

207

(4)

Public Service Programs

211

(1)

Magazine Shows

211

(1)

Entertainment Programs

212

(1)

Community Calendars

212

(1)

Editorials

213

(1)

Free-speech Messages

213

(1)

Radio Promotions

214

(1)

Creative Publicity

214

(1)

Feature Films and Videos

215

(1)

Product Placement

215

(1)

Summary

216

(1)

Exercises

216

(3)

Chapter 9 Pitch Letters, Advisories, News Conferences and Op-Ed

219

(31)

Tips and Background Materials

220

(13)

Pitch Letters

220

(1)

Media Advisories

221

(1)

Fact Sheets

221

(2)

Position Papers

223

(6)

Backgrounders

229

(1)

Press Kits

229

(4)

Meeting the Press

233

(11)

Individual Interviews

233

(2)

News Conferences

235

(4)

Teleconferences

239

(1)

Media Tours

240

(1)

Satellite Media Tours

241

(3)

Getting on the Editorial Page

244

(4)

Editorial Boards

245

(1)

Op-ed Articles

246

(1)

Letters to the Editor

246

(2)

Summary

248

(1)

Exercises

248

(2)

Chapter 10 Media Lists, Mailings and the Internet

250

(29)

Finding the Media

251

(4)

Media Directories

251

(3)

Editorial Calendars

254

(1)

Tip Sheets

254

(1)

Production of Materials

255

(3)

Mailing Labels

255

(2)

Copies

257

(1)

Illustrations

257

(1)

Specializing for Exclusives

257

(1)

Distribution of Materials

258

(8)

Mail

259

(1)

Fax

260

(1)

Electronic Distribution Services

261

(1)

Feature Placement Firms

262

(2)

Diskettes

264

(2)

CD-ROM

266

(1)

The Internet: New Kid on the Block

267

(8)

E-mail

268

(1)

The World Wide Web

269

(4)

Usenet and Listserv

273

(1)

Commercial On-line Services

275

(1)

The Internet's Limitations

275

(2)

Summary

277

(1)

Exercises

277

(2)

Chapter 11 The Basics of Media Relations

279

(18)

Media Dependence on Public Relations

280

(1)

Public Relations Dependence on the Media

280

(1)

Areas of Friction

281

(4)

Hype and Promotion

281

(1)

Name-calling

282

(1)

Sloppy/Biased Reporting

282

(1)

Tabloid Journalism

283

(1)

Advertising Influence

284

(1)

Effective Media Relations

285

(6)

Dealing with the Media

285

(3)

Media Etiquette

288

(1)

Previews and Parties

289

(1)

Gift Giving

290

(1)

Junkets

290

(1)

Crises Communication

291

(5)

Summary

294

(1)

Exercises

294

(3)

Part 3 Writing for Other Media

297

(124)

Chapter 12 Newsletters and Magazines

299

(21)

The Editor's Dual Role

300

(1)

Content

301

(5)

Meeting Audience Interests

303

(3)

Mission Statement and Editorial Plan

306

(1)

Design

306

(10)

Format

308

(1)

Layout

309

(3)

Desktop Layout

312

(1)

Illustrations

313

(1)

Headlines

313

(3)

Distribution

316

(1)

E-mail

316

(1)

Costs

317

(1)

Summary

317

(1)

Exercises

318

(2)

Chapter 13 Leaflets and Brochures

320

(20)

Leaflets

321

(1)

Brochures

321

(1)

Planning

322

(1)

Writing

322

(1)

Gathering Information

324

(1)

Putting It Together

324

(2)

Choosing the Format

326

(2)

Preparing a Dummy Layout

328

(1)

Production

329

(1)

Printing Processes

329

(1)

Finding a Printer

329

(1)

Paper

330

(2)

Type

332

(3)

Type Classes

333

(1)

Type Families

333

(1)

Legibility and Readability

333

(1)

Printers' Measurements

334

(1)

Ink

335

(1)

Preparing Copy for the Graphic Designer

335

(3)

Traditional Approach

335

(3)

Desktop Approach

338

(1)

Summary

338

(1)

Exercises

339

(1)

Chapter 14 Public Relations Advertising

340

(23)

The Concept of Public Relations Advertising

341

(1)

Advantages of Advertising

341

(2)

Audience Selection

343

(1)

Control of the Message

343

(1)

Control of Impact

343

(1)

Control of Timing

343

(1)

Disadvantages of Advertising

343

(1)

Cost

344

(1)

Credibility

344

(1)

Timing and Context

344

(1)

Types of Public Relations Advertising

344

(10)

Image Building

345

(2)

Investor and Financial Relations

347

(2)

Public Service

349

(1)

Advocacy

349

(4)

Announcements

353

(1)

The Basics of a Print Ad

354

(2)

Headline

355

(1)

Text

355

(1)

Artwork

356

(1)

Layout

356

(1)

Using an Advertising Agency

356

(1)

Other Advertising Channels

357

(3)

Billboards

357

(1)

Transit Panels

357

(1)

Posters

357

(1)

Sponsored Books

358

(2)

T-shirts

360

(1)

Buttons and Bumper Stickers

360

(1)

Summary

360

(1)

Exercises

361

(2)

Chapter 15 Lettes, Direct Mail and Reports

363

(21)

General Guidelines

364

(1)

Letters

364

(2)

E-Mail

366

(1)

Direct Mail

367

(2)

Memorandums

369

(4)

Proposals

373

(1)

Special Reports

374

(1)

Annual Reports

375

(7)

Preparing an Annual Report

378

(1)

Trends in Annual Reports

378

(4)

Summary

382

(1)

Exercises

382

(2)

Chapter 16 Speakers and Speeches

384

(21)

Speaker Training and Placement

385

(3)

Executive Training

385

(1)

Employee Training

386

(1)

Placement

387

(1)

The Nature of a Speech

388

(4)

A Speech Is Heard, Not Read

388

(1)

A Speech Must Fit the Audience

389

(1)

A Speech Must Be Specific

389

(1)

A Speech Must Have an Objective

390

(1)

A Speech Must Get a Reaction

391

(1)

Speech Length

391

(1)

Semispeeches

392

(2)

Panels

393

(1)

Debates

393

(1)

Media Interviews

394

(2)

Speechwriting

396

(6)

Researching Audience and Speaker

396

(1)

Laying the Groundwork for the Speech

396

(3)

Writing the Speech

399

(1)

The Final Draft

400

(2)

Publicity Opportunities

402

(1)

Publicity Before the Event

402

(1)

Publicity After the Event

402

(1)

Summary

402

(1)

Exercises

403

(2)

Chapter 17 Audiovisual Aids

405

(16)

The Importance of Audiovisuals

406

(1)

Charts

406

(3)

Advantages

407

(1)

Preparation

407

(1)

Presentation

408

(1)

Overhead Transparencies

409

(2)

Advantages

410

(1)

Production

410

(1)

Presentation

411

(1)

Slides

411

(4)

Advantages

411

(1)

Production

412

(2)

Projection

414

(1)

Multiple Projection

415

(1)

CD-ROM

415

(1)

Video

416

(1)

Film

417

(1)

Production

418

(1)

Summary

418

(1)

Exercises

419

(2)

Part 4 Managing Programs and Campaigns

421

(62)

Chapter 18 Meetings and Events

423

(22)

Committee Meetings

424

(1)

Club Meetings and Workshops

425

(5)

Planning

425

(3)

Registration

428

(1)

Program

428

(2)

Banquets

430

(2)

Cocktail Parties and Receptions

432

(1)

Open Houses Plant Tours

433

(3)

Conventions

436

(2)

Planning

436

(1)

Program

437

(1)

Trade Shows

438

(3)

Exhibit Booths

439

(1)

Press Rooms

440

(1)

Planning Guidelines

441

(1)

Promotional Events

441

(2)

Summary

443

(1)

Exercises

444

(1)

Chapter 19 Program Planning

445

(18)

Elements of a Plan

446

(9)

Situation

446

(1)

Objectives

446

(3)

Audience

449

(1)

Strategy

450

(2)

Tactics

452

(1)

Calendar

453

(1)

Budget

454

(1)

Evaluation

455

(1)

Developing a Plan

455

(3)

Gathering Information

456

(1)

Analyzing the Information

457

(1)

Pretesting the Plan

457

(1)

Working the Plan

458

(1)

A Model Plan: Getting Drunk Drivers Off the Road

459

(2)

Summary

461

(1)

Exercises

462

(1)

Chapter 20 Program Evaluation

463

(20)

Basic Evaluation Questions

464

(1)

News Releases and Features

464

(9)

Production

464

(1)

Distribution

465

(1)

Coverage

466

(2)

Impressions

468

(1)

Advertising Value

468

(11)

Content Analysis of Press Clippings

469

(1)

Gatekeeper Surveys

470

(3)

Sponsored Publications

473

(3)

Content Analysis

473

(1)

Readership Interest Surveys

474

(1)

Article Recall

475

(1)

Readability

475

(1)

Advisory Boards and Focus Groups

476

(1)

Events

476

(1)

Monitoring the Internet

477

(1)

Attainment of Objectives

478

(1)

Benchmark Studies

478

(1)

Feedback

479

(1)

Writing a Report

479

(1)

Summary

480

(1)

Exercises

480

(3)

A Glossary for Public Relations Writers

483

(4)

Index

487

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