Public Relations Writing Form and Style

by Newsom, Doug; Carrell, Bob

• ISBN13: 9780534556396
• ISBN10: 0534556396
• Format: Paperback
• Copyright: 2000-06-07
• Publisher: Wadsworth Publishing

Summary

This book covers all aspects of public relations. Part One sets the scene for the kind of writing public relations people do and the context in which they do it; Part Two concentrates on the work of writing; Part Three focuses on writing for small audiences; Part Four is directed at writing for the mass media; Part Five is directed toward special audiences.

Table of Contents

PART ONE PR Writing: Role and Responsibility	1	(91)
Public Relations and the Writer	3	(15)
Defining Public Relations	4	(3)
Analyzing, Predicting and Counseling	4	(1)
Advertising, Publicity and PR	5	(1)
The Two-Way Street	6	(1)
Publics, Channels and the Role of the Writer	7	(8)
The Public in Public Relations	7	(1)
Priority Publics	8	(5)
Channels	13	(1)
The Role of the Writer	14	(1)
Conclusions	15	(3)
Ethical and Legal Responsibilities of the PR Writer	18	(25)
Circles of Influence	20	(2)
Dynamics	21	(1)
Values	22	(1)
Influence of Personal Standards	22	(3)
Educating	23	(1)
Refusing	23	(1)
Requesting Reassignment	24	(1)
Taking the Assignment	24	(1)
Influence of Organization and Industry Standards	25	(3)
Perceptions	25	(2)
Organizational Culture and Values	27	(1)
Automatic Responses	27	(1)
Influence of Public Relations Standards of Practice	28	(3)
Accuracy	28	(1)
Honesty, Truth and Fairness	29	(1)
False or Misleading Information	30	(1)
Influence of Laws and Regulations	31	(6)
Negative Laws	31	(1)
Contracts	32	(1)
Contempt	33	(1)
Libel Laws and Privacy Issues	33	(3)
Copyrights and Other Rights	36	(1)
Government Regulators	36	(1)
Influence of Primary Publics	37	(1)
Shared Values	37	(1)
Adversarial Groups	37	(1)
Conclusions	38	(5)
Persuasion	43	(26)
Opinion Formation and Change	45	(2)
Opinion, Attitude and Belief	45	(1)
Models of Attitude Formation	46	(1)
The Nature of Persuasion	47	(6)
Aspects of Persuasion	47	(3)
Rokeach's Value Hierarchy	50	(1)
Steps in the Persuasion Process	51	(2)
Typology of Steps in Persuasion	53	(3)
Persuasion and Logic	53	(1)
Expectations	54	(1)
Experience	55	(1)
Perceptions	55	(1)
Connections	55	(1)
Values	56	(1)
Persuasion and Communication	56	(9)
Source	56	(2)
Message	58	(2)
Medium	60	(2)
Public	62	(1)
Effect	63	(1)
An Alternative Theory	63	(2)
Conclusions	65	(4)
Research for the Public Relations Writer	69	(22)
Research in Public Relations	70	(8)
Categories of Research for the PR Writer	71	(5)
Research for Storage and Retrieval	76	(2)
Sources for PR Writers and Researchers	78	(8)
Secondary Sources for Research	78	(2)
Primary Sources for Research	80	(5)
Verifying	85	(1)
Communication Audits	85	(1)
Skepticism---A Requisite for All Research	86	(1)
Questions to Ask	86	(1)
Answers Prompt Questions	87	(1)
Virtual Reality and Research	87	(1)
Facts Sheets---Basic PR Tools	88	(1)
Conclusions	88	(3)
PART TWO Writing Principles	91	(54)
Writing to Clarify and Simplify the Complex: Style and Content	93	(28)
Message, Public, Medium	94	(1)
Message	94	(1)
Public	94	(1)
Medium	95	(1)
Style	95	(7)
Readability/Listenability	95	(3)
Naturalness	98	(1)
Variety	99	(1)
Euphony	100	(1)
Human Interest	101	(1)
Trite Expressions	101	(1)
Eliminating Bias	101	(1)
Content: Simplifying the Complex	102	(15)
Know Your Subject	104	(2)
Use Plain English	106	(5)
Take One Step at a Time	111	(1)
Make the Central Points Clear	112	(1)
Explain the Unfamiliar with the Familiar	113	(3)
Make the Message Accessible	116	(1)
Conclusions	117	(4)
Grammar, Spelling and Punctuation	121	(24)
Ambiguity and Grammar	123	(2)
That Versus Which	123	(1)
Subject--Verb Agreement	124	(1)
Myths of Grammar	125	(1)
Split Infinitives	125	(1)
Sentence-Ending Prepositions	126	(1)
Usage Manuals	126	(2)
Verbs	128	(1)
Emotive and Cognitive Meaning	128	(1)
Spelling	129	(4)
Punctuation	133	(3)
Software Packages for Spelling, Grammar and Style	136	(1)
Global English?	136	(1)
Conclusions	137	(8)
PART THREE Writing for Select Audiences	145	(42)
Memos, Email, Letters, Reports and Proposals	147	(24)
Memos	148	(8)
Memos Formats	148	(3)
Classifications of Memos	151	(4)
Factors Affecting the Use of Memos	155	(1)
Electronic Mail: Email	156	(4)
Formats and Content	157	(1)
Style	158	(2)
Letters	160	(3)
Business Letter Format	160	(2)
Types of Letters	162	(1)
Reports and Proposals	163	(5)
Organization of Reports and Proposals	164	(3)
Readability and Applicability	167	(1)
Conclusions	168	(3)
Backgrounders and Position Papers	171	(16)
Backgrounders	172	(6)
Research	173	(1)
Writing	173	(5)
Documentation	178	(1)
Position Papers	178	(5)
Stating the Issue	179	(1)
Background	179	(1)
Position	179	(3)
Recommendations	182	(1)
Format	183	(1)
Special Uses	183	(1)
Conclusions	184	(3)
PART FOUR Writing for Mass Media Audiences	187	(140)
News Releases for Print Media	189	(25)
Who Gets News Releases and How?	189	(5)
What Is News?	191	(1)
Finding News	191	(1)
Getting News to the Mass Media	192	(2)
Writing News Releases	194	(15)
Approach	194	(5)
Form and Style	199	(2)
Electronic Transmission of Releases	201	(1)
Types of Releases	201	(8)
Dealing with News Media	209	(2)
Conclusions	211	(3)
News for Broadcasting	214	(22)
Facts, Sights and Sounds	215	(5)
Announcements and Special Events	215	(3)
News Conferences	218	(1)
Crises	219	(1)
Talk Shows	220	(1)
News on Call	221	(1)
News Releases	221	(1)
VNRs	222	(1)
Broadcast Writing Style	223	(9)
Physical Preparation	225	(4)
Structural Considerations	229	(1)
Supplying Tape (Audio and Video)	229	(3)
Conclusions	232	(4)
Features for Print and Broadcasting	236	(20)
Generating and Selling Ideas	237	(3)
Discovering Feature Material	237	(1)
Finding a Market for the Features	237	(1)
Writing the Query Letter and Following Up	238	(1)
Working with the Medium	239	(1)
Evaluating Topics	240	(2)
Reader Interest	240	(1)
Reader Consequence	241	(1)
Angle	241	(1)
Research	242	(2)
Background Research	242	(1)
Interviewing	243	(1)
Writing	244	(4)
The Lead	244	(1)
Development	245	(1)
Verification and Illustration	246	(1)
Anecdotes	247	(1)
Quotations	247	(1)
Humanization	247	(1)
Dramatization	248	(1)
Description	248	(1)
Mini-Docs	248	(3)
Documentaries and Broadcast Features	251	(2)
Conclusions	253	(3)
Message Design Concepts	256	(20)
The Creative Process	256	(10)
Symbols	258	(1)
Type	259	(2)
Logos	261	(2)
Color	263	(2)
Photographs and Art	265	(1)
Infographics	265	(1)
Sound and Motion	266	(2)
Radio and Other Audio	266	(1)
Television, Video, Film and the Internet	267	(1)
Qualities of Good Message Design	268	(2)
Clear Creative Concept	268	(1)
Getting and Holding Attention	269	(1)
Understanding Publics	269	(1)
Good Organization	269	(1)
Visual Principles	270	(3)
Balance	270	(1)
Visual Weight	271	(1)
Horizontal and Vertical Lines	271	(1)
Contrast	271	(1)
Movement	272	(1)
Harmony	272	(1)
Unity	272	(1)
Proportion	273	(1)
Conclusions	273	(3)
Writing Advertising Copy	276	(32)
Advertising as a Persuasive Force	280	(5)
Appeal	281	(3)
Positioning	284	(1)
Behavior	284	(1)
Basic Guidelines for Writing Advertising Copy	285	(4)
Purpose	285	(1)
Objective Facts	285	(1)
The Publics	285	(1)
Media	286	(1)
The Creative Approach	286	(1)
Visualization	287	(1)
Language	287	(2)
Repetition	289	(1)
Copywriting for Broadcast and Film Media	289	(8)
Public Service Announcements	290	(1)
Copywriting for Television and Film	291	(2)
Copywriting for Radio	293	(2)
Broadcast Production Relationships	295	(2)
Copywriting for Print Media	297	(8)
Attention	298	(1)
Interest	298	(1)
Desire	299	(1)
Credibility	299	(1)
Action	299	(1)
Copywriting for Newspapers	300	(1)
Copywriting for Magazines	301	(1)
Copywriting for Web Pages	302	(1)
Copywriting for Direct Response and Direct Advertising	302	(1)
Copywriting for Out-of-Home Media	303	(1)
Copywriting for Sales Promotion	304	(1)
Conclusions	305	(3)
Writing for Web Sites	308	(19)
Nature of the Internet	309	(1)
Accessing the Internet	309	(1)
Cross-Platform	309	(1)
Importance of URLs	310	(1)
Home Page	310	(1)
Web Site Writing	310	(4)
Visitor Reading Behavior	311	(1)
Writing Basics	312	(1)
Writing Style	312	(1)
Organizing Your Writing	313	(1)
Keep Information Brief	313	(1)
Templates	314	(1)
Emphasis	314	(1)
Design Issues	314	(7)
Getting Started	315	(1)
Links	316	(1)
Graphics	317	(4)
Making a Web Site More Useful	321	(3)
Branding	321	(1)
Site Map	321	(1)
Visitor Response	321	(1)
Refreshing Your Site	321	(2)
Tracking Usage	323	(1)
Conclusions	324	(3)
PART FIVE Writing for a Media Mix	327	(142)
Campaign Writing and Media Kits	329	(38)
Mission Statement	331	(2)
Explicitness	332	(1)
Affirmation of Mission	332	(1)
Business Mission	332	(1)
The Information Base	333	(2)
Kinds of Information	333	(1)
Analyzing Information	334	(1)
Forecasting	335	(1)
Objectives	335	(1)
Goals	335	(1)
Strategy	336	(7)
Organizational Strategy	336	(1)
Business Strategy	337	(1)
Functional Strategy	338	(1)
Message Strategies	339	(2)
Media Strategy and Mix	341	(2)
Control	343	(1)
Coordination	344	(1)
Tactical Implementation	345	(1)
Monitoring and Evaluation	346	(2)
Media Kits	348	(14)
Media Kit Use and Content	349	(12)
Materials for Media Rooms---Crises and Special Events	361	(1)
Conclusions	362	(5)
Speeches and Other Presentations	367	(29)
Speeches	368	(6)
Types of Speeches	369	(1)
Planning	370	(1)
Paring	371	(1)
Persuading	371	(1)
The Mechanics of Organization	371	(1)
Style	372	(2)
Setting the Stage and Writing the Finale	374	(1)
Presentation Scripts	374	(18)
Differences and Similarities	375	(1)
Types of Presentations	375	(1)
Planning	375	(1)
Development	376	(1)
Matching Words and Sights	377	(1)
Computer Advantages/Disadvantages	377	(15)
Evaluations	392	(1)
Conclusions	392	(4)
Newsletters	396	(17)
Criteria for Successful Newsletters	397	(3)
Filling Unmet Needs	398	(1)
Uniqueness	398	(1)
Distribution	398	(1)
Knowledge and Skills	399	(1)
Frequency	399	(1)
Format	399	(1)
Types and Functions of Newsletters	400	(4)
Employee and Member Newsletters	400	(2)
Special-Interest Subscriber Newsletters	402	(2)
Technical and Content Considerations	404	(1)
Reporting and Writing for Newsletters	404	(3)
Reporting	404	(1)
Writing Tips for Newsletters	405	(1)
Fitting Newsletter Copy and Design	406	(1)
Writing and Designing Newsletters on Desktop Systems	407	(3)
Expediting Editorial Matter	408	(1)
Designing	409	(1)
Conclusions	410	(3)
Brochures	413	(19)
Purpose	414	(1)
Persuade	415	(1)
Inform and Educate	415	(1)
Concept	415	(4)
Purpose and Object	416	(3)
Giving Shape to Information	419	(3)
Rules	419	(1)
Accuracy	420	(1)
Active Voice	420	(1)
Style	420	(1)
Tone	420	(1)
Visuals	421	(1)
Designing Brochures	422	(6)
Format	422	(1)
Type	423	(2)
Paper	425	(1)
White Space	426	(1)
Color	427	(1)
Reproduction	428	(1)
Letterpress	428	(1)
Offset	428	(1)
Gravure	429	(1)
Distribution	429	(1)
Conclusions	430	(2)
Magazines and Annual Reports	432	(24)
Magazines	432	(9)
Topics	433	(3)
Employee Publications	436	(1)
Association Publications	437	(1)
Trade and Industry Publications	437	(4)
Corporate Publications for the Public	441	(1)
Annual Reports	441	(11)
Clarity Versus Accuracy	443	(2)
Planning the Report	445	(1)
Writing the Report	446	(6)
Conclusions	452	(4)
Crisis Communication	456	(13)
Planning	458	(5)
Corporate Information	461	(1)
Corporate Plan	461	(2)
Media Kits	463	(1)
Handling the Crisis	463	(3)
Constraints	464	(1)
Continuing Problems	464	(1)
The Significance of Planning	465	(1)
Conclusions	466	(3)
Appendix A Readability Formulas	469	(6)
Flesch's Reading Ease and Human Interest Formulas	469	(1)
Gunning's Fog Index	470	(1)
Dale-Chall Formula	471	(1)
ELF Formula	471	(1)
Other Readability Tests	472	(3)
Appendix B Copyfitting	475	(4)
Sizing Copy	475	(1)
Sample Copyfitting Problems	476	(2)
Broadcast Copy	478	(1)
Appendix C Compliances	479	(5)
Procedures for Clearing News Releases	480	(1)
FTC's Deceptive and Unsubstantiated Claims Policy	481	(3)
Index	484