Public Relations Writing: The Essentials of Style and Format

by Bivins, Thomas

• ISBN13: 9780073511986
• ISBN10: 0073511986
• Additional ISBN(s): 9780073511924, 9780073526232
• Edition: 7th
• Format: Paperback
• Copyright: 2010-03-02
• Publisher: McGraw-Hill Education
• More Book Details

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 PublucPublicions Writer

The Process of Public Relations Writing

Key Words

Ethical and Legal Issues in Public Relations Writing

Ethical Considerations of Persuasion

Logic Fallacies

Other Tactics

Unethical Language Use

Ethics and Ghostwriting

What PRSA has to Say

The Legal Aspects of Public Relations Writing

Defamation

Privacy

Copyright

Copyright and the Internet

Authors' Rights

User's Risks--The Bottom Line

Misunderstandings Concerning Copyright

Trademarks

Key Words

Planning and Research

Developing an Issue Statement

Researching the Topic

Evaluating Internet Resources

Purpose

Consider the Source

Source

Content

Analyzing the Target Audience

Conducting Target Audience Research

Audience Definition Worksheet

Anticipating Audience Expectations

Setting Objectives

Evaluation

Timeline

Budgeting

Constructing a Basic Budget

Do You Need a Contract?

Key Words

Choosing the Right Message and Medium

The Process of Persuasion

Elaboration Likelihood Model

Some Things to Note about the Elaboration Likelihood Model

Some Practical Advice for the Persuader

Persuasive Strategies

Compliance Strategies

Argument Strategies

Choosing the Appropriate Medium or Media

Advantages and Disadvantages of Media Selections

Negotiating Media Buys

Evaluating Your Media Buys

Did You Get What You Paid For?

Was Your Plan Effective?

Learning to Adapt

Key Words

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

Press Kits

Cooperation is the Key

Key Words

News Releases and Backgrounders

What is a News Release

Writing a News Release

The Lead

Quotations and Attributions

Local Interest

News Release Format

Timing and Dating Releases

Datelines

Exclusives and Specials

Types of News Releases

Writing News Releases for Broadcast

Pitch Letters and Media Advisories

Pitch letters

Media Advisories

Backgrounders

Fact Sheets

Key Words

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

Paper Choice

Ink Choice

Binding

Swipe Files

Computer Layout Preparation for Printing

Print Order Preparation

A Word on Desktop Publishing

Print Scheduling and Budgeting

Print Scheduling

Print Budgeting

Key Words

Controlled Publications

Newsletters

Types of Newsletters

Why a Newsletter?

Newsletter Content

Newsletter Objectives

Scheduling and Budgeting

Newsletter Articles

Where Do Stories Come From?

Researching Stories

Design Considerations

Style Sheets

Magazines

Content and Format

Types of Articles

Trade Journals

Feature Writing for Newsletters and Magazines

Feature Style

Writing the Feature Story

Common Types of Features

Editorial Considerations for Display Copy

Writing Headlines

Writing Subheads and Crossheads

Writing Captions

Writing Pull Quotes

Editing Your Articles

Evaluation

Methods of Evaluation

Evaluating Your Production Schedule

Brochures and other Information Pieces

Brochures

Planning Your Brochure

Fitting It All Together

Other Information Pieces

Flyers

Posters

Booklets and Hybrids

Annual Reports

The Nonprofit Annual Report

Key Words

Television and Radio

Reaching Broadcast Audiences

Video News Releases

Radio and Television Tapes and Actualities

Interviews and Talk Shows

Corporate Advertising and Public Service Announcements

Writing for Television

Basic Concepts

Writing for the Eye

Television Scripts

Writing for Radio

Types of Radio Announcements

How to Get Your Public Service Announcements on the Air

Key Words

Speeches and Presentations

Types of Speeches

Modes of Delivery

Preparation and Writing

Specifying Your Purpose

Analyzing Your Audience

Organizing Your Speech

Supporting Your Ideas

Delivery

The Question-and-Answer Session

Presentation Materials

Preparing Audiovisual Materials

Scripting for Audiovisuals

Key Words

Writing for Web and Social Media

The Changing Landscape

A Quick Word about Writing for Web sites

OK, Let's Get on with Web 2.0

Blogs and Blogging

What to Blog About

Writing Blog Posts

How to Write Comments on Blogs

Micro-blogging and "Twitter"

How to Write Twitter Posts

The Evolution of the Press Release

Standard Release Format

Search Engine Optimized (SEO) Releases

Social Media Release (SMR)

How to Write a Social Media Release

Creating and Online Newsroom

What to Include in Your Online Newsroom

Online Newsrooms to Study

Key Words

Glossary

Index

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