9780415997546

Public Relations Writing Worktext: A Practical Guide for the Profession

by ;
  • ISBN13:

    9780415997546

  • ISBN10:

    0415997542

  • Edition: 3rd
  • Format: Nonspecific Binding
  • Copyright: 9/14/2009
  • Publisher: Routledge

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Summary

"Public Relations Worktext" is a writing and planning resource for public relations students and practitioners.

Table of Contents

List of Exhibitsp. xi
Prefacep. xiii
An Introduction to the Basicsp. 1
What is Public Relations Writing?p. 3
What is Public Relations?p. 4
Types of Public Relations Writingp. 7
Communication and the Public Relations Writerp. 8
Persuasion and the Public Relations Writerp. 10
Notep. 11
References and Suggested Readingp. 11
Basics of Public Relations Writingp. 13
Grammarp. 13
Spellingp. 18
Punctuationp. 18
Sentence Structurep. 19
Word Usagep. 20
Simplicityp. 20
Stylep. 21
Diversity, Bias, and Cultural Sensitivityp. 24
Legal Issuesp. 25
Puffingp. 25
Corporate vs. Commercial Speechp. 26
Copyrightsp. 26
Trademarksp. 28
Privacyp. 28
Defamationp. 28
Ethical Issuesp. 29
Rewriting and Proofreadingp. 35
Assignmentsp. 36
References and Suggested Readingp. 39
The Public Relations Processp. 40
The Four Phasesp. 40
Researchp. 40
Planningp. 41
Target Publicsp. 41
Goals and Objectivesp. 41
Strategies and Tacticsp. 42
Budgetp. 42
Timetablep. 43
Executionp. 43
Evaluationp. 43
Assignmentsp. 47
References and Suggested Readingp. 51
Researchp. 53
Researchp. 55
Secondary Researchp. 55
Primary Researchp. 58
Interviewsp. 59
Before the Interviewp. 59
Conducting the Interviewp. 60
After the Interviewp. 61
E-mail Interviewsp. 61
Advantagesp. 61
Disadvantagesp. 61
Focus Groupsp. 62
Surveysp. 63
Content Analysisp. 65
Additional Primary Researchp. 66
Assignmentsp. 69
References and Suggested Readingp. 72
Planningp. 73
Planning and Message Designp. 75
Developing the Messagep. 75
The Planning Outlinep. 80
Type of Projectp. 80
Situationp. 80
Objectivesp. 80
Target Public(s)p. 80
WIN Analysis of Key Public(s)p. 81
Specific Appeal(s) to be Usedp. 81
Core Messagep. 81
Communication Channelp. 81
Evaluation Methodsp. 82
Assignmentsp. 83
Notep. 87
References and Suggested Readingp. 87
Executionp. 89
News Releasesp. 91
Types of News Releasep. 91
Componentsp. 92
Body of the Releasep. 93
Leadsp. 94
Localizingp. 97
Formatsp. 99
Broadcast Print Releasesp. 99
Radio News Releasesp. 105
Video News Releasesp. 106
Social Media Releasesp. 107
Timingp. 110
Distributionp. 111
Assignmentsp. 112
References and Suggested Readingp. 116
Other Media Formatsp. 117
Media Alertsp. 117
Media Pitchesp. 123
Public Relations Photosp. 125
Assignmentsp. 128
References and Suggested Readingp. 131
Backgrounders and Featuresp. 132
Background Materialsp. 132
Fact Sheetsp. 133
Backgroundersp. 136
Biographical Sketchesp. 136
Featuresp. 139
Types of Featurep. 140
Writing the Featurep. 141
By-lined Articlesp. 141
Case Studiesp. 144
Matte Releasesp. 144
Assignmentsp. 148
References and Suggested Readingp. 151
Web Sites and Social Mediap. 152
Web Sitesp. 152
Writing for the Webp. 153
Conceiving and Designing the Web Sitep. 154
Multimediap. 156
Online Media Roomsp. 157
Blogsp. 157
Componentsp. 159
Ethical Considerationsp. 159
Promoting Your Online Presencep. 162
Intranetsp. 162
Wikisp. 163
Assignmentsp. 163
References and Suggested Readingp. 167
Business Correspondencep. 168
Memorandap. 168
Lettersp. 170
E-mailp. 175
Voice Mailp. 177
Assignmentsp. 178
References and Suggested Readingp. 182
Reports and Proposalsp. 183
Reportsp. 183
Research Reportsp. 183
Annual Reportsp. 184
Proposalsp. 185
New Business Proposalp. 188
Request for Proposalsp. 188
Grant Proposalsp. 189
Assignmentsp. 190
References and Suggested Readingp. 194
Advocacy Writingp. 195
Letters to the Editorp. 195
Op-ed Articlesp. 196
Position Statementsp. 198
Talking Points and Speechesp. 200
Public Service Announcementsp. 202
Public Relations Advertisingp. 203
Assignmentsp. 206
References and Suggested Readingp. 210
Promotional Publicationsp. 211
Newslettersp. 211
Newsletter Goals, Publics, and Strategyp. 211
Developing the Newsletter and its Contentp. 213
Writing Newsletter Articlesp. 215
Other Newsletter Considerationsp. 216
Magazinesp. 219
E-zinesp. 219
Brochuresp. 221
Brochure Format, Content, and Writingp. 221
Fliers and Postersp. 226
Assignmentsp. 227
References and Suggested Readingp. 231
Evaluationp. 233
Evaluationp. 235
The Components of Public Relations Measurementp. 235
Awarenessp. 236
Media Coveragep. 236
Internet Statisticsp. 237
Readership Surveysp. 238
Acceptancep. 238
Actionp. 239
References and Suggested Readingp. 239
Planning Outlinep. 241
Checklistsp. 242
Special Eventsp. 276
Indexp. 287
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