Public Relations Worktext: Strategic Message Development

by Zappala; Joseph M.

• ISBN13: 9780805842630
• ISBN10: 0805842632
• Edition: 2nd
• Format: Nonspecific Binding
• Copyright: 2004-01-22
• Publisher: Routledge

Summary

Public Relations Worktextprovides the fundamental knowledge and the basic preparation needed for the professional practice of public relations writing. This textbook introduces readers to public relations and writing, providing an overview of the four-step public relations process in addition to defining and detailing the writing activities involved. It presents in-depth information on the writing formats and approaches used in implementing strategic public relations plans, offering instruction for developing all types of writing assignments, starting with memos, proposals, and news releases, and moving on to the more complex tasks of advocacy writing, newsletters, crisis planning, and online communication. Examples accompany the discussions, providing guidance and structure for the varied writing activities. Retaining the approach of the first edition, this text incorporates numerous changes and updates, making it suitable for use as a primary course text. Updates include: *Expanded text sections with detailed content on research, planning, ethical and legal considerations, and crisis communications; *A focus on writing for the Web and electronic media, including an entire chapter on online writing and communication; *Current examples and reprints of effective public relations writing by leading companies in a variety of organizational settings, including Proctor & Gamble, Ben & Jerry's, Mattel, the U.S. Golf Association, Kodak, and Heinz; *"Tips from the Top" inserts feature comments and insights from public relations and media professionals on such critical topics as pitching the media, planning events, and developing Intranet sites, and *Chapter summaries, suggested readings, assignments, and an appendix with more than 30 checklists to utilize when working on assignments. Authors Joseph M. Zappala and Ann R. Carden offer a clear and engaging introduction to the writing activities involved in public relations practice, resulting in a valuable resource for professionals as well as a practical classroom text for students planning careers in public relations.

Author Biography

Joseph M. Zappala, APR, has more than 20 years of experience in the communications and public relations fields. His career has included executive positions in the agency, not-for-profit, consulting, and higher education sectors. For 12 years, he served as a professor of public relations at Utica College of Syracuse University, where he oversaw the public relations program and spent several years as director of the department of communications. While at Utica, he received the college's Distinguished Teaching Award and wrote his first textbook,Public Relations Workbook, the predecessor to Public Relations Worktext. Zappala is an active member of the Public Relations Society of America, having served in leadership positions on national, district, and chapter levels. Currently, he is director of communications for Cornell University's division of alumni affairs and development.
Ann R. Carden is an assistant professor at the State University of New York/College at Fredonia, where she teaches public relations and public speaking. She has been managing public relations at organizations of various sizes since 1985 and also worked in broadcast journalism for 11 years. In addition to co-authoring the second edition of Public Relations Worktext: A Writing and Planning Resource, Ann's work will be included in the forthcoming publications, Learning to Teach: What You Need to Know to Develop a Successful Career as a Public Relations Educator (3rd ed.) and the Encyclopedia of Public Relations. An active member of the Buffalo Niagara PRSA chapter, Carden has served as president, assembly delegate, and Accreditation chair. She was named the chapter's Practitioner of the Year in 2001 and has received 15 Excaliburs, the chapter's award for excellence in public relations programming.

Table of Contents

List of Exhibits	ix
Preface	xi
What Is Public Relations Writing?	1	(14)
What Is Public Relations?	2	(3)
Types of Public Relations Writing	5	(1)
Communication and the Public Relations Writer	6	(2)
Persuasion and the Public Relations Writer	8	(7)
Basics of Public Relations Writing	15	(28)
Grammar	15	(7)
Spelling	19	(1)
Punctuation	19	(1)
Sentence Structure	20	(1)
Word Usage	21	(1)
Simplicity	22	(1)
Style	22	(4)
Diversity, Bias, and Cultural Sensitivity	26	(1)
Legal Issues	27	(2)
Ethical Issues	29	(7)
Rewriting and Proofreading	36	(7)
The Public Relations Process and Research	43	(20)
The Public Relations Process	43	(1)
Research	43	(1)
Research Methods	44	(9)
Interviews	48	(2)
Focus Groups	50	(2)
Surveys	52	(1)
Additional Primary Research	53	(10)
Planning and Execution	63	(23)
Target Publics	63	(1)
Goals and Objectives	64	(1)
Strategies and Tactics	65	(1)
Budget	66	(1)
Timetable	67	(1)
Developing the Message	67	(19)
Memos, Letters, Reports, and Proposals	86	(21)
Memoranda	86	(2)
Voice Mail	88	(1)
Letters	89	(2)
E-mail	91	(3)
Reports	94	(1)
Annual Reports	94	(4)
Proposals	98	(9)
News Releases	107	(28)
Types of News Releases	107	(1)
Format	108	(5)
Body of the Release	113	(3)
Leads	116	(2)
Localizing	118	(2)
Timing	120	(1)
Distribution	121	(14)
Media Alerts, Pitch Letters, and Public Relations Photos	135	(22)
Media Alerts	135	(4)
Pitch Letters	139	(4)
Public Relations Photos	143	(14)
Backgrounders, Features, and Advocacy Writing	157	(21)
Background Materials	157	(8)
Fact Sheets	158	(3)
Backgrounders	161	(1)
Biographical Sketches	161	(4)
Features	165	(3)
Types of Features	165	(1)
Writing the Feature	166	(1)
Technical Articles	167	(1)
Advocacy Writing	168	(10)
Letters to the Editor	168	(2)
Op-Ed Articles	170	(1)
Public Relations Advertising	170	(8)
Newsletters	178	(19)
Newsletter Goals, Publics, and Strategy	178	(19)
Developing the Newsletter and Its Content	180	(2)
Writing Newsletter Articles	182	(3)
Other Newsletter Considerations	185	(1)
E-zines	186	(11)
Brochures, Fliers, and Posters	197	(15)
Brochure Format, Content, and Writing	197	(5)
Fliers and Posters	202	(10)
Broadcast Media	212	(20)
Radio and Television: An Overview	212	(1)
Writing for Broadcast Media	213	(1)
Interviews	214	(1)
Radio News Releases	215	(1)
Video News Releases	216	(4)
Satellite Media Tours	220	(1)
Public Service Announcements	221	(2)
Promotions	223	(9)
Online Writing and Communication	232	(17)
Writing for the Web	232	(1)
Conceiving and Designing the Web Site	233	(2)
Promoting Your Web Site	235	(2)
Intranets	237	(1)
Online Media Relations	237	(12)
Events	249	(26)
News Conferences	249	(1)
Press Parties and Media Tours	250	(1)
Planning Media Events	250	(7)
Audioconferences and Videoconferences	257	(1)
Webcasts	257	(1)
Other Public Relations Events	258	(2)
Event Planning	260	(15)
Before the event	260	(1)
Day of the Event	261	(1)
After the Event	261	(14)
Crisis Planning and Communications	275	(18)
Preparing for Crises	276	(1)
Communicating During the First 24 Hours	277	(3)
Ongoing Crisis Communication	280	(1)
Handling the Cybercrisis	281	(12)
Evaluation	293	(16)
The Components of Public Relations Measurement	293	(1)
Measuring Output	294	(3)
Newsletters, Brochures, and Other Publications	297	(1)
Web Sites	297	(1)
Measuring Outcomes	297	(1)
An Evaluation Case Study	298	(11)
Appendix	309	(34)
Author Index	343	(2)
Subject Index	345