Public Relations Writing: The Essentials of Style and Format (NAI)

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  • Edition: 5th
  • Format: Paperback
  • Copyright: 2004-07-23
  • Publisher: McGraw-Hill Humanities/Social Sciences/Languages
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This text equips students with the essential skills for developing and writing public relations materials, covering all areas of public relations writing--including news releases, backgrounders, newsletter and magazine articles, brochures, print advertising copy, and broadcast scripts. Recent technological changes are also covered to give students an understanding of how technology impacts the public relations industry. In the constantly changing world of public relations, the text continues to stress the need for public relations professionals to communicate more effectively to all audiences.

Table of Contents

Writing for Public Relations
What Is Public Relations Writing?
Uncontrolled Information
Controlled Information
The Tools of the Public Relations Writer
The Process of PR Writing
Planning and Research Developing an Issue Statement Researching the Topic Internet Research
How to find information on the internet
Evaluating Internet Resources
Analyzing The Target Audience
Conducting Target
Audience Research Anticipating
Audience Expectations
Setting Objectives
Choosing the Right Message and Medium
Setting Message Strategy
Information Strategies
The Process Of Persuasion
Theory of Cognitive Dissonance: Why They're not Listening
Persuasive Strategies
Emotional appeals
Choosing the Appropriate Medium or Media Learning to Adapt
Ethical and Legal Issues in Public Relations Writing Ethical Considerations of Persuasion
Unethical language use Ethics and Ghostwriting
The Legal Aspects Of Pr Writing
Defamation Privacy Copyright Trademarks
Media Relations and Placement What is News? Working With the Media
Get to Know Journalists'
Jobs Get to Know Journalists as People
Guidelines for Dealing with the Media
Guidelines for Interviews
Guidelines for Correcting Errors
Media Placement
Deciding where to Place Your Message
Getting Your Message to the Media
Fitting Your Information to Your Outlet
Using Press Kits
What's in a press kit?
Cooperation is the Key
Crisis Communication What is a Crisis? Crisis Preparation
Crisis Team Choosing a spokesperson
Managing the Crisis
Designate a message media center
Developing a message
Responding to the media Tips for dealing with the media
Recovery and Rebuilding after the Crisis
News Releases and Backgrounders What is a News Release? Writing a News Release
The Lead Using Quotations and Attributions Local Interest
News Release Format
Timing and Dating Releases
Product News Releases
Feature-oriented Releases
Writing News Releases for Broadcast Backgrounders Fact Sheets
Annual & Social Responsibility Reports Quarterly and Other Financial Reports Annual Report Audiences Annual Report Contents Writing for Annual Reports
The President's Letter
The Narrative Report
The Not-For-Profit Annual Report
Checklist of what to include
Presentation Judging Your Annual Report Social Responsibility Reports
Why produce a social responsibility report?
What should you report on?
Writing for Social Responsibility Reports
Newsletters, Magazines, and Feature Writingnewsletters
Types of Newsletters Why a Newsletter?
Newsletter Content
How to Set Objectives
Newsletter Articles
Where Do Stories Come From?
Design Considerations
Content and Format
Types of Articles
Trade Journals Feature Writing for Newsletters and Magazines
Feature Style
Writing the Feature Story
The Lead
The Body
The Ending Common Types of Features
Editorial Considerations For Display Copy
Writing Headlines
Writing Subheads and Crossheads
Writing Captions
Editing Your Articles
Brochures and Other Informational Piecesbrochures
Planning Your Brochure Know Your Intended
Audience Determine a Format Position Your Brochure
Decide on Length Fitting It All Together
Other Information Pieces
Flyers A quick word about posters Booklets and hybrids
Print Advertising Writing Print Advertisements
Headlines Visuals Body Copy
Formatting Print Ads
Ad Copy Format
Ad Layouts
Television and Radio Reaching Broadcast Audiences
Video News Releases Radio and Television Tapes and Actualities Interviews an
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