Public Relations Writing : The Essentials of Style and Format

by Bivins, Thomas H.

• ISBN13: 9780844203515
• ISBN10: 0844203513
• Edition: 4th
• Format: Paperback
• Copyright: 1999-01-11
• Publisher: MCG

Table of Contents

Preface	xi
CHAPTER 1 WRITING FOR PUBLIC RELATIONS	1	(5)
What Is Public Relations Writing?	2	(1)
Uncontrolled Information	3	(1)
Controlled Information	3	(1)
The Tools of the Public Relations Writer	3	(2)
The Process of Public Relations Writing	5	(1)
CHAPTER 2 PLANNING YOUR MESSAGE	6	(21)
Developing an Issue Statement	7	(3)
Researching the Topic	10	(3)
Analyzing the Target Audience	13	(11)
Conducting Target Audience Research	14	(8)
Anticipating Audience Expectations	22	(2)
Setting Objectives	24	(3)
CHAPTER 3 CHOOSING THE RIGHT MESSAGE AND MEDIUM	27	(14)
Setting Message Strategy	28	(1)
Informative Strategies	29	(2)
The Process of Persuasion	31	(1)
Theory of Cognitive Dissonance: Why They Are Not Listening	31	(1)
Persuasive Strategies	32	(5)
Compliance Strategies	33	(1)
Argument Strategies	34	(2)
Emotional Strategies	36	(1)
Choosing the Appropriate Medium or Media	37	(2)
Learningto Adapt	39	(2)
CHAPTER 4 ETHICAL AND LEGAL ISSUES IN PUBLIC RELATIONS WRITING	41	(11)
Ethical Considerations of Public Relations Writing	42	(5)
Unethical Persuasive Techniques	42	(2)
Unethical Language Use	44	(1)
Ethics and Ghostwriting	45	(2)
The Legal Aspects of Public Relations Writing	47	(5)
Defamation	47	(1)
Privacy	48	(1)
Copyright	49	(1)
Trademarks	49	(3)
CHAPTER 5 MEDIA RELATIONS AND PLACEMENT	52	(23)
What is News?	53	(1)
Working with the Media	54	(5)
Getting to Know Journalists' Jobs	54	(1)
Getting to Know Journalists as People	55	(1)
Guidelines for Dealing with the Media	56	(2)
Guidelines for Correcting Errors	58	(1)
Placing Your Public Relations Piece in the Media	59	(16)
Deciding Where to Place Your Message	59	(3)
Getting Your Message to the Media	62	(1)
Fitting Your Information to Your Outlet	63	(3)
Using Press Kits	66	(7)
Cooperation is the Key	73	(2)
CHAPTER 6 NEWS RELEASES AND BACKGROUNDERS	75	(30)
What is a News Release?	76	(1)
Writing a News Release	77	(6)
The Lead	77	(3)
Quotations and Attributions	80	(2)
Local Interest	82	(1)
Formatting a News Release	83	(3)
Release Dates and Times	84	(1)
Datelines	85	(1)
Exclusives and Specials	86	(4)
Product News Releases	86	(4)
Writing News Releases for Broadcast	90	(2)
Backgrounders	92	(6)
Fact Sheets	98	(7)
CHAPTER 7 ANNUAL REPORTS	105	(16)
Annual Report Audience	106	(1)
Annual Report Contents	107	(1)
Writing for Annual Reports	108	(13)
The President's Letter	108	(4)
The Narrative Report	112	(9)
CHAPTER 8 NEWSLETTERS, MAGAZINES, AND FEATURE WRITING	121	(46)
Newsletters	121	(13)
Types of Newsletters	121	(1)
Why a Newsletter?	122	(4)
Newsletter Content	126	(1)
Newsletter Objectives	127	(1)
Newsletter Articles	128	(1)
Where Do Stories Come From?	128	(2)
Researching Stories	130	(1)
Design Considerations	130	(2)
Style Sheets	132	(2)
Magazines	134	(4)
Magazine Content and Format	135	(2)
Magazine Articles	137	(1)
Trade Journals	137	(1)
Feature Writing for Newsletter and Magazines	138	(22)
Feature Style	139	(2)
Writing the Feature Story	141	(10)
Common Types of Features	151	(2)
Editorial Considerations for Display Copy	153	(7)
Editing Your Articles	160	(7)
CHAPTER 9 BROCHURES, FLYERS, AND PRINT ADVERTISING	167	(41)
Brochures	168	(14)
Planning Your Brochure	168	(4)
Fitting it All Together	172	(10)
Flyers	182	(6)
Tips on Writing for Flyers	185	(3)
A Quick Word About Posters	188	(1)
Print Advertising	188	(20)
Writing Print Advertising	192	(6)
Formatting Print Ads	198	(10)
CHAPTER 10 TELEVISION AND RADIO	208	(27)
Reaching Broadcast Audiences	209	(3)
Video News Releases	210	(1)
Radio and Television Tapes and Actualities	211	(1)
Interviews and Talk Shows	211	(1)
Corporate Advertising and Public Service Announcements	211	(1)
Writing for Television	212	(3)
Basic Concepts of Television Production	212	(2)
Writing for the Eye	214	(1)
Scripting for Television	215	(10)
Script Treatments	215	(1)
Shooting Scripts	215	(3)
Accompanying Scripts	218	(1)
Choosing a Style	219	(1)
Timing Your Script	219	(2)
Cutting Your Script	221	(4)
Effective Television PSA Production	225	(2)
Writing for Radio	227	(1)
Types of Radio Announcements	228	(2)
How to Get Your PSAs on the Air	230	(5)
CHAPTER 11 SPEECHES AND PRESENTATIONS	235	(15)
Types of Speeches	236	(1)
Modes of Delivery	236	(1)
Preparing and Writing the Speech	237	(5)
Specifying Your Purpose	237	(1)
Analyzing Your Audience	237	(1)
Organizing Your Speech	238	(2)
Supporting Your Ideas	240	(1)
Delivering Your Speech	240	(2)
Handling the Q & A Session	242	(1)
Using Presentation Materials	243	(7)
Preparing Presentation Materials	244	(2)
Scripting for Audiovisuals	246	(4)
CHAPTER 12 DESIGN, PRINTING, AND DESKTOP PUBLISHING	250	(34)
Design: What It Is and Why It Might Be Greek to You	251	(1)
Designing Public Relations Materials	252	(2)
Principles of Design	254	(17)
Balance	255	(2)
Proportion	257	(1)
Sequence and Emphasis	258	(4)
Unity	262	(2)
Grids	264	(1)
Alignment	265	(1)
Type and Typefaces	265	(6)
Working with Printers	271	(10)
Printing Processes	272	(2)
Choosing Paper	274	(2)
Choosing Ink	276	(2)
Binding	278	(1)
Swipe Files	278	(1)
Preparing Computer Layouts for Printing	279	(1)
Preparing Print Orders	280	(1)
A Word on Desktop Publishing	281	(3)
CHAPTER 13 THE DIGITAL MEDIA	284	(16)
Writing on a Computer	285	(6)
On Your Own	286	(4)
In Collaboration	290	(1)
Writing for the Computer	291	(9)
Employee Communications: Intranets	291	(2)
Communicating with Other Publics: The Internet	293	(4)
Writing for Web Sites	297	(3)
CHAPTER 14 THE BASICS OF GRAMMAR	300	(40)
AP Style or English Grammar?	301	(1)
Parts of Speech	302	(3)
Nouns	302	(1)
Pronouns	303	(1)
Verbs	303	(2)
Adjectives and Adverbs	305	(1)
Prepositions and Conjunctions	305	(1)
Sentences and Clauses	305	(3)
Independent Clauses	306	(1)
Subordinate Clauses	306	(2)
Case	308	(3)
Nominative	308	(1)
Possessive	309	(1)
Objective	309	(2)
Adjectives and Adverbs	311	(2)
Nouns as Adjectives	312	(1)
Linking Verbs	312	(1)
Degree or Quantity	313	(1)
Agreement	313	(5)
Subject/Verb	313	(2)
Antecedents	315	(2)
Faulty Pronoun References	317	(1)
Dangling Constructions	318	(1)
Parallel Structure	319	(4)
Punctuation	323	(9)
Commas	324	(2)
Semicolons	326	(1)
Colons	327	(1)
Dashes and Parentheses	328	(1)
Quotation Marks	329	(1)
Apostrophes	330	(1)
Hyphens	331	(1)
Mechanics	332	(4)
Italics	332	(1)
Capitalization	333	(2)
Numbers	335	(1)
Spelling	336	(4)
Correct Pronunciation	336	(1)
Spelling Rules	337	(3)
CHAPTER 15 THE BASICS OF STYLE	340	(23)
Working with Words	341	(8)
Formal vs. Informal	341	(1)
Jargon	342	(1)
Exactness	343	(3)
Wordiness	346	(1)
Emphasis	347	(2)
Working with Sentences	349	(1)
Working with Paragraphs	350	(5)
Making Each Sentence Contribute	351	(1)
Logical Sentence Order	351	(2)
Logical Transitions	353	(1)
Paragraph Development	353	(2)
Planning and Writing	355	(2)
The Central Idea	356	(1)
The Outline	356	(1)
Unity and Logical Thinking	357	(4)
Clarity	357	(1)
Generalizations	358	(1)
Cause and Effect Relationships	359	(2)
Some Final Thoughts on Writing	361	(2)
Glossary	363	(11)
Glossary of Grammatical Terms	374	(4)
Index	378