Becoming a Public Relations Writer : A Writing Process Workbook for the Profession

by Smith, Ronald D.

• ISBN13: 9780805842609
• ISBN10: 0805842608
• Edition: 2nd
• Format: Paperback
• Copyright: 2003-03-01
• Publisher: Lawrence Erlbau

Summary

Using no-nonsense language, realistic examples, easy-to-follow simple and practical exercises, this book guides students through various types of public relations writing. A focus on ethical and legal issues woven throughout, with examples and exercises that deal with public relations as practiced by corporations, non-profit agencies, and other types of organizations large and small. In addition, the book address the most comprehensive list of public relations writing formats to found anywhere--from old standbys like news releases to electronic mail and other opportunities in new technologies.

Table of Contents

Preface	xiii
Part One PRINCIPLES OF EFFECTIVE WRITING	1	(92)
Writing...and What It Means to You	3	(9)
Freewriting	3	(1)
Writing: Creative or Functional?	4	(3)
Creative Writing	5	(1)
Functional Writing	5	(1)
Creativity and Functionality Combined	6	(1)
Writing to Influence	7	(1)
Becoming a Better Writer	8	(4)
An Acquired Talent	8	(1)
Critical Observation	9	(1)
Making an Ongoing Commitment	10	(2)
Effective Writing	12	(30)
Standard Usage	12	(8)
Follow Rules and Guidelines of Proper English	13	(1)
Avoid Grammatical Myths	13	(1)
Use Appropriate Levels of English	14	(1)
Be Aware of Changing Usage and Rules	15	(1)
Ensure Noun--Pronoun Agreement	15	(1)
Ensure Subject--Verb Agreement	15	(1)
Keep Punctuation Simple	16	(1)
Use Proper Word Placement	16	(1)
Use Parallel Structure	17	(3)
Simple Language	20	(6)
Write Naturally	20	(1)
Trim Wordy Phrases	20	(1)
Prefer Simple Words	21	(1)
Write Short Sentences	22	(1)
Avoid Redundancies	22	(2)
Give Preference to Active Voice	24	(1)
Use Adjectives and Adverbs Sparingly	25	(1)
Meaningful Language	26	(9)
Create Word Pictures	26	(1)
Use Precise Language	27	(1)
Use Strong Words	27	(1)
Avoid Cliches and Journalese	28	(1)
Avoid Loaded Words	29	(1)
Limit Technical Language	29	(2)
Don't Create New Words	31	(1)
Be Wary of Foreign Words	31	(1)
Limit Pretentious Language	32	(1)
Use Only Honest Language	32	(3)
Nonbiased Language	35	(7)
Eliminate Gender Bias	36	(2)
Eliminate Bias Based on Physical Characteristics	38	(1)
Eliminate Bias Based on Ethnicity, Culture or Lifestyle	38	(4)
Communication Theory and Persuasion	42	(19)
Theories of Public Communication	42	(3)
The Process of Communication	42	(1)
The Object of Communication	43	(1)
The Effects of Communication	44	(1)
Communication and Persuasion	45	(2)
Persuasion Defined	46	(1)
An Ancient Art	46	(1)
Communication Research on Persuasion	47	(2)
Theories from Social Psychology Research	48	(1)
Theories from Personality Research	49	(1)
Lesson From the Research	49	(7)
Persuasion and Effective Message Sources	50	(1)
Persuasion and Effective Message Structure	50	(2)
Persuasion and Effective Message Content	52	(1)
Persuasion and the Media	53	(1)
Persuasion and the Audience	54	(2)
Propaganda	56	(5)
Tactics of Persuasion or Propaganda	57	(2)
Codes of Ethics	59	(2)
The Writing Process	61	(32)
The Public in Public Relations	61	(4)
Analysis of Key Publics	63	(2)
Communication Objectives for Public Relations	65	(7)
Characteristics of Public Relations Objectives	65	(1)
A Progression of Objectives	66	(3)
Guidelines for Writing Public Relations Objectives	69	(3)
Planning Sheet	72	(3)
Public Relations Situation	73	(1)
Selection and Analysis of Key Publics	73	(1)
Benefit Statement	73	(1)
Tone of Message	73	(1)
Public Relations Objectives	73	(2)
Readability Range	75	(1)
Evaluation Methods	75	(1)
Researching the Topic	75	(5)
Casual Research	76	(1)
Secondary Research	77	(3)
Primary Research	80	(1)
Media Directories	80	(4)
Writing Effectively: A Nine-Step Process	84	(5)
Plan	85	(1)
Research	85	(1)
Organize	85	(1)
Draft	85	(1)
Revise	86	(1)
Polish	87	(1)
Proofread	87	(1)
Get Approvals	88	(1)
Present	89	(1)
Going Through the Process	89	(4)
Part Two PUBLIC RELATIONS WRITING THROUGH JOURNALISTIC MEDIA	93	(160)
News and the Public Relations Writer	95	(27)
Defining News	95	(7)
News Interest	97	(4)
Categories of News	101	(1)
Finding News	102	(1)
Systems Approach	102	(1)
Functional Approach	103	(1)
Generating News	103	(4)
Writing in Simple News Formats	107	(8)
Fact Sheets	107	(3)
Factoids	110	(3)
Calendar Listings	113	(2)
Writing Within the Law	115	(7)
Defamation	115	(3)
Privacy	118	(4)
News Releases	122	(37)
News-Style Writing	123	(6)
Short Sentences	123	(1)
Simple Language	124	(1)
Titles of People	125	(1)
Attribution of Quotes	125	(2)
Writing Objectively	127	(1)
Neutrality	128	(1)
Accuracy	129	(1)
News Release Format	129	(5)
Physical Format	130	(1)
Components	130	(4)
Basics of News Release Format	134	(16)
Leads	135	(7)
Benefit Statements	142	(1)
Info/Action Statements	142	(1)
Secondary Details	143	(1)
Background Information	143	(1)
Organizational Identification	143	(1)
News Briefs	143	(7)
Local News Releases	150	(2)
Specials	150	(1)
Tailored Releases	151	(1)
Types of News Releases	152	(7)
Announcement Releases	152	(4)
Follow-up Releases	156	(3)
Working with the Media	159	(28)
Relationship Between Public Relations Writers and Journalists	159	(5)
Positive Practices	160	(1)
Counterproductive Practices	161	(1)
Gray Areas	161	(3)
News Release Distribution	164	(4)
Postal Delivery	164	(1)
Personal Delivery	165	(1)
Fax Distribution	165	(1)
Distribution Services	165	(1)
Electronic Mail	165	(1)
Web Dissemination	166	(2)
How Journalists Handle News Relases	168	(3)
Common Errors in News Releases	171	(4)
Why So Many Poor Releases?	174	(1)
Memos and Letters to the Media	175	(6)
Media Advisories	175	(2)
Public Advisories	177	(1)
Story Idea Memos	178	(1)
Pitch Letters	178	(3)
Photo Captions	181	(6)
Writing Photo Captions	182	(2)
Preparing Captions for Distribution	184	(2)
Using a Photo Consent Form	186	(1)
Broadcast Media	187	(19)
Broadcast News Releases	187	(7)
Writing for the Ear	188
Writing in Broadcast Style	181	(10)
Writing Broadcast Leads	191	(3)
Pronouncers	194	(2)
Creating Phonetic Guides	194	(1)
Using Pronouncers Effectively	195	(1)
Actuality Releases	196	(3)
Introducing an Actuality	196	(1)
Presenting an Actuality	197	(2)
Audio News Releases	199	(1)
Video News Releases	200	(2)
Using VNRs	200	(1)
Writing VNRs	200	(2)
B-Roll Packages	202	(1)
Nonbroadcast Video Opportunities	203	(3)
Organizational Features	206	(23)
Features and Public Relations Writers	206	(1)
Characteristics of Feature Writing	207	(1)
Feature Articles as Reprints	207	(1)
Writing About People	208	(4)
Biographical Narratives	208	(1)
Personal Profiles	209	(2)
Personal Interviews	211	(1)
Writing About Organizations	212	(7)
Organizational Histories	212	(4)
Organizational Profiles	216	(1)
Backgrounders	217	(2)
Writing About Issues	219	(10)
How-to Articles	219	(2)
Question-and-Answer Features	221	(4)
Case Studies	225	(1)
Information Digests	226	(3)
Advocacy and Opinion	229	(24)
Issues Management	229	(3)
Identifying Issues	230	(1)
Analyzing Issues	231	(1)
Communicating the Position	232	(1)
Position Statements	232	(8)
Issue Background	233	(3)
Position	236	(1)
Conclusion	237	(1)
Writing Elements	237	(2)
Design Elements	239	(1)
Organizational Statements	240	(1)
Letters to the Editor	240	(4)
Letters Generating Publicity	241	(1)
Letters Correcting Errors	241	(2)
Letters Advocating a Cause	243	(1)
Op-Ed Commentaries and Guest Editorials	244	(1)
Issues Advisories	245	(1)
Proclamations	246	(3)
Petitions	249	(4)
Part Three PUBLIC RELATIONS WRITING THROUGH ORGANIZATIONAL MEDIA	253	(114)
Fliers, Brochures, and Web Sites	255	(20)
Fliers	255	(3)
Characteristics of Fliers	256	(1)
Visual Design for Fliers	256	(2)
Brochures	258	(8)
Characteristics of Brochures	259	(1)
Types of Brochures	260	(1)
Planning Brochures	260	(5)
Production Schedules	265	(1)
Web Sites	266	(9)
Concise Web Writing	267	(1)
Scannable Web Writing	268	(1)
Objective Web Writing	269	(2)
Interactive Web Sites	271	(1)
Evaluating Web Sites	272	(3)
Newsletters and Corporate Reports	275	(24)
Newsletters and Public Relations Writing	275	(4)
Newsletter Purpose and Objectives	276	(1)
Types of Newsletters	277	(2)
Effective Newsletter Writing	279	(5)
A Nose for News	279	(2)
Audience Focus	281	(1)
Writing Style	282	(2)
Newsletter Headlines	284	(3)
Headline Styles	285	(1)
Titles	286	(1)
Corporate Reports	287	(1)
Annual Reports	287	(1)
Quarterly Reports	288	(1)
Editing Organizational Publications	288	(5)
Intellectual Property Rights	293	(6)
Copyright	293	(2)
Trademarks	295	(3)
Service Marks	298	(1)
Direct-Mail Appeals	299	(17)
Making Appeals	299	(3)
Reader Interest	300	(1)
Targeted Mailing Lists	301	(1)
Reader Response	302	(1)
Copy Testing and Evaluation	302	(1)
Writing the Appeal	302	(6)
Putting the Package Together	308	(8)
Envelope	308	(1)
Appeal Letter	309	(2)
Response Device	311	(1)
Acknowledgment	312	(2)
Fund-raising and the Web	314	(1)
Nonprofit Organizations	314	(1)
Political Fund-raising	315	(1)
The Power of the Web	315	(1)
Public Relations Advertising	316	(30)
Creativity	316	(6)
Free Association Techniques for Creativity	318	(2)
Forced Association Techniques for Creativity	320	(2)
Public Relations and Advertising	322	(4)
Product Advertising	322	(1)
Public Relations Advertising	323	(3)
The Public Relations Ad	326	(7)
Developing the Message	329	(3)
Types of Advertising Media	332	(1)
Writing Public Relations Ads	333	(4)
Public Service Advertising	337	(9)
Public Interest Topics	337	(2)
Eligibility Requirements	339	(3)
The Advertising Council	342	(4)
Speeches and Interviews	346	(21)
Speeches	346	(16)
Planning the Speech	347	(3)
Writing the Speech	350	(3)
Tips for Effective Speechwriting	353	(6)
Enhancing the Speech With Audiovisual Aids	359	(2)
Evaluating the Speech	361	(1)
Interviews	362	(5)
Deciding to Give an Interview	363	(1)
Preparing for an Interview	363	(1)
Conducting the Interview	364	(1)
Tips for Effective Interviews	365	(1)
Handling Hostility	366	(1)
Part Four PULLING IT ALL TOGETHER	367	(28)
Information Kits	369	(10)
Information Kits	369	(7)
Contents of Information Kits	369	(1)
Information Kits and Public Relations Objectives	370	(1)
Information Kit Preparation	371	(1)
Sample Information Kits	371	(5)
Information Recycling	376	(3)
Writing for News Conferences	379	(16)
News Conferences	379	(3)
Planning Sheet	382	(2)
Invitations	384	(1)
News Statement	385	(3)
Media Kit	388	(1)
Q&A Responses	389	(1)
Followup	389	(2)
Evaluation	391	(4)
Appendix A A Common Sense Stylebook for Public Relations Writers	395	(15)
Appendix B Copy Editing	410	(2)
Appendix C Careers in Public Relations	412	(7)
Appendix D Professional Organizations	419	(2)
Appendix E Ethical Standards	421	(12)
Bibliography	433	(4)
Glossary	437	(10)
Index	447