Public Relations Writing : The Essentials of Style and Format

by Bivins, Thomas H.

• ISBN13: 9780073511924
• ISBN10: 0073511927
• Additional ISBN(s): 9780073017990, 9780073511986
• Edition: 6th
• Format: Paperback
• Copyright: 2007-06-18
• Publisher: McGraw-Hill Humanities/Social Sciences/Languages
• More Book Details
• Purchase Benefits

Summary

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

Preface

Writing For Public Relations What Is 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

Audience Definition Worksheet

Anticipating Audience Expectations

Setting Objectives Evaluation Section Budgeting Section

Choosing The Right Message And Medium

Setting Message Strategy Information Strategies

The Process Of Persuasion

Theory of Cognitive Dissonance: Why They're not Listening

Elaboration Likelihood Model

Persuasive Strategies Emotional appeals

Choosing The Appropriate Medium Or Media Media Advantages And Disadvantages Budgeting For And Buying Media Learning To Adapt

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

Design, Printing, And Desktop Publishing Design: What It Is And Why It Might Be Greek To You Designing Public Relations Materials Principles Of Design

Balance Proportion Sequence and Emphasis Unity Grids Alignment Type and Typefaces

Working With Printers

Printing Processes Choosing Paper Choosing Ink Binding Swipe Files Preparing Computer Layouts for Printing Preparing Print Orders

Budgeting And Scheduling For Printing A Word On Desktop Publishing

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

Newsletters, Magazines, And Feature Writing Newsletters

Types of Newsletters Why a Newsletter? Newsletter Content How to Set Objectives

Budgeting And Scheduling For Newsletters

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 Evaluation

Brochures And Other Informational Pieces Brochures

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

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

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