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| PREFACE | |
| 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 | |
| Magazines | |
| 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 | |
| Table of Contents provided by Publisher. All Rights Reserved. |
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