Public Relations Writing and Media Techniques

by Wilcox, Dennis L.

• ISBN13: 9780205418497
• ISBN10: 020541849X
• Edition: 5th
• Format: Paperback
• Copyright: 2009-01-01
• Publisher: Allyn & Bacon

Summary

Public Relations Writing and Media Techniquesis the most comprehensive and up-to-date PR writing text available, with real-world examples of outstanding work by public relations professionals. The text thoroughly integrates new communication technologies¿the Internet, Webcasting, etc.¿and shows students the many techniques currently in use to reach a variety of audiences. Clearly written and well-organized, this book places emphasis on the nuts and bolts of daily work in public relations, giving students step-by-step procedures for creating and distributing a variety of successful public relations materials. An engaging and highly effective text for students,Public Relations Writing and Media Techniquesis also an invaluable resource for public relations practitioners.

Table of Contents

Preface	xii
PART ONE The Basics of Public Relations Writing
Chapter 1 Preparing for Writing	1	(36)
The Framework of Public Relations	2	(1)
Writing Is Only One Component	2	(1)
Writers as Communication Technicians	2	(1)
The Public Relations Writer	3	(4)
Objectives	3	(3)
Audiences	6	(1)
Channels	6	(1)
Preparation for Writing	7	(15)
Computer	7	(3)
References	10	(8)
Research: Prelude to Writing	18	(1)
Online Networks	19	(1)
The Internet and the World Wide Web	19	(3)
Writing Guidelines	22	(7)
Outlining the Purpose	22	(3)
Sentences	25	(1)
Paragraphs	25	(1)
Word Choice	26	(1)
Active Verbs/Present Tense	27	(1)
Imagery	28	(1)
Errors to Avoid	29	(5)
Spelling	29	(1)
Gobbledygook and Jargon	29	(1)
Poor Sentence Structure	30	(1)
Wrong Words	30	(1)
"Sound-alike" Words	30	(1)
Redundancies	31	(1)
Too Many Numbers	32	(1)
Hype	32	(1)
Bias and Stereotypes	32	(1)
Politically Incorrect Language	33	(1)
Summary	34	(1)
Additional Resources	35	(2)
Chapter 2 Persuasive Writing	37	(26)
The Basics of Communication	39	(1)
Receiver	39	(1)
Media	40	(1)
Message	40	(1)
Sender	40	(1)
Theories of Communication	40	(8)
Two-Step Flow Theory	40	(1)
Media Uses and Gratifications	41	(1)
Cognitive Dissonance	41	(1)
Media Effects	41	(1)
Framing	42	(1)
Diffusion and Adoption	42	(2)
Hierarchy-of-Needs Theory	44	(1)
Applying Theory to Practice	44	(4)
Persuasive Writing	48	(10)
Audience Analysis	48	(1)
Source Credibility	49	(1)
Appeal to Self-Interest	50	(1)
Clarity of Message	50	(1)
Timing and Context	51	(1)
Symbols, Slogans and Acronyms	51	(1)
Semantics	52	(1)
Suggestions for Action	53	(1)
Content and Structure	54	(4)
The Ethics of Persuasion	58	(3)
Summary	61	(1)
Additional Resources	62	(1)
Chapter 3 Legal and Ethical Guidelines	63	(29)
Examples of Legal Problems	64	(1)
Libel and Slander	65	(1)
The Fair Comment Defense	66	(1)
Invasion of Privacy	66	(1)
Releases for Advertising and Promotion	67	(1)
Regulations of Government Agencies	68	(6)
Securities and Exchange Commission	68	(4)
Federal Trade Commission	72	(1)
Other Regulatory Agencies	73	(1)
Copyright Law	74	(6)
Fair Use and Infringement	75	(5)
The Rights of Freelancers	80	(1)
Trademark Law	80	(4)
Working with Lawyers	84	(1)
Ethics and Professionalism	85	(5)
Summary	90	(1)
Additional Resources	91	(1)
Chapter 4 Finding and Generating News	92	(33)
Barriers to Media Coverage	93	(1)
What Makes News?	94	(7)
Timeliness	94	(1)
Prominence	95	(1)
Proximity	96	(2)
Significance	98	(1)
Unusualness	98	(1)
Human Interest	99	(1)
Conflict	100	(1)
Newness	101	(1)
How to Find News	101	(3)
Internal News Sources	101	(2)
External News Sources	103	(1)
How to Create News	104	(18)
Brainstorming	105	(2)
Special Events	107	(3)
Contests	110	(2)
Polls and Surveys	112	(4)
Top 10 Lists	116	(1)
Product Demonstrations	116	(2)
Stunts	118	(2)
Rallies and Protests	120	(1)
Personal Appearances	121	(1)
Summary	122	(1)
Additional Resources	123	(2)
PART TWO Writing for Mass Media
Chapter 5 News Releases and Fact Sheets	125	(30)
The Value of News Releases and Fact Sheets	127	(1)
Planning a News Release	127	(3)
The Basic Questions	127	(1)
Selection of Paper	128	(1)
Spacing and Margins	128	(2)
Use AP Style	130	(1)
Types of News Releases	130	(5)
Announcements	130	(1)
Spot Announcements	131	(1)
Reaction Releases	131	(2)
Bad News	133	(2)
Local News	135	(1)
Types of Fact Sheets	135	(1)
Parts of a News Release	136	(12)
Letterhead	136	(5)
Contacts	141	(1)
Headline	141	(1)
Dateline	142	(1)
The Lead	143	(2)
Body of Text	145	(3)
Placement	148	(4)
Gatekeepers	149	(2)
Deadlines	151	(1)
Getting Maximum Results	151	(1)
Summary	152	(2)
Additional Resources	154	(1)
Chapter 6 News Features	155	(24)
The Value of Features	156	(1)
Planning a News Feature	157	(3)
Ways to Proceed	159	(1)
Types of Features	160	(7)
Case Study	160	(2)
Application Story	162	(1)
Research Study	163	(2)
Backgrounder	165	(1)
Personality Profile	166	(1)
Historical Piece	167	(1)
Parts of a Feature	167	(8)
The Headline	167	(4)
The Lead	171	(2)
Body of the Feature	173	(1)
Summary	173	(2)
Photos and Graphics	175	(1)
Placement Opportunities	175	(2)
Newspapers	175	(1)
General Magazines	176	(1)
Specialty/Trade Magazines	177	(1)
Internal Publications	177	(1)
Summary	177	(1)
Additional Resources	178	(1)
Chapter 7 Photos and Graphics	179	(22)
Elements of a Good Publicity Photo	181	(9)
Quality	181	(1)
Subject Matter	182	(1)
Composition	182	(1)
Action	183	(2)
Scale	185	(1)
Camera Angle	186	(1)
Lighting and Timing	187	(1)
Color	188	(2)
Working with Photographers	190	(3)
Finding Photographers	190	(1)
Contracts	190	(1)
The Photo Session	191	(1)
Cropping and Retouching	191	(1)
Ethical Considerations	192	(1)
Writing Photo Captions	193	(3)
Distribution of Photos and Captions	196	(1)
Graphics	196	(3)
Charts	197	(1)
Diagrams	198	(1)
Renderings and Models	198	(1)
Maps	198	(1)
Line Drawings and Clip Art	199	(1)
Photo and Art Files	199	(1)
Summary	199	(1)
Additional Resources	200	(1)
Chapter 8 Pitch Letters, Advisories, Media Kits, and Op-Ed	201	(29)
Pitch Letters	203	(5)
Researching the Publication	204	(1)
Preparing the Pitch Letter	205	(3)
Follow Up Your Letter	208	(1)
Media Alerts	208	(4)
Media Kits	212	(10)
Corporate Profile	214	(1)
Backgrounder	214	(2)
Compiling a Media Kit	216	(5)
Electronic Media Kits	221	(1)
Op-Ed	222	(5)
Op-Ed: A Case History	225	(1)
Letters to the Editor	226	(1)
Summary	227	(2)
Additional Resources	229	(1)
Chapter 9 Radio, Television, and Webcasting	230	(47)
Radio	231	(12)
Radio News Releases	231	(3)
Audio News Releases	234	(4)
Public Service Announcements	238	(5)
Radio Media Tours	243	(1)
Television	243	(19)
Video News Releases	244	(9)
Public Service Announcements	253	(4)
Satellite Media Tours	257	(5)
Personal Appearances and Product Placements	262	(10)
Talk Shows	262	(4)
Magazine Shows	266	(1)
Product Placement	266	(2)
Radio Promotions	268	(1)
Community Calendars	269	(1)
Editorials	270	(1)
Free-Speech Messages	271	(1)
Feature Films and Videos	271	(1)
Webcasting	272	(2)
Organizational Web Sites	272	(2)
Summary	274	(1)
Additional Resources	275	(2)
Chapter 10 Distribution: Snail Mail to the Internet	277	(27)
Finding the Media	279	(5)
Media Directories	279	(3)
Editorial Calendars	282	(1)
Tip Sheets	283	(1)
Distribution of Materials	284	(12)
Mail	284	(1)
Fax	285	(2)
Electronic Wire Services	287	(3)
Feature Placement Firms	290	(3)
CD-ROM	293	(1)
E-Mail	294	(2)
The World Wide Web	296	(5)
Usenet and Listserv	300	(1)
The Continued Role of Traditional Media	301	(1)
Summary	302	(1)
Additional Resources	303	(1)
Chapter 11 Working with the Media	304	(35)
Media Dependence on Public Relations	305	(1)
Public Relations Dependence on the Media	306	(1)
Areas of Friction	307	(5)
Hype and Other Irritations	307	(2)
Name Calling	309	(1)
Sloppy/Biased Reporting	309	(1)
Tabloid Journalism	310	(1)
Advertising Influence	311	(1)
Working with Journalists	312	(17)
Media Interviews	313	(3)
News Conferences	316	(4)
Teleconferences	320	(1)
Media Tours	321	(1)
Previews and Parties	322	(4)
Press Junkets	326	(1)
Editorial Board Meetings	327	(2)
A Media Relations Checklist	329	(4)
Media Etiquette	331	(2)
Crisis Communication	333	(3)
Summary	336	(1)
Additional Resources	337	(2)
PART THREE Writing for Other Media
Chapter 12 Newsletters, E-zines, and Brochures	339	(36)
The Value of Print Publications	340	(4)
The Dual Role of the Editor	344	(3)
Mission Statement and Editorial Plan	345	(2)
Newsletters and Magazines	347	(10)
Meeting Audience Interests	349	(2)
Design	351	(6)
Electronic Newsletters	357	(3)
Using an Intranet	357	(3)
Brochures	360	(10)
Planning	360	(1)
Writing	361	(3)
Production	364	(1)
Paper	365	(1)
Type Fonts	366	(3)
Ink and Color	369	(1)
Desktop Publishing	370	(3)
Summary	373	(1)
Additional Resources	374	(1)
Chapter 13 The World Wide Web	375	(33)
The Growth of the World Wide Web	377	(2)
The Web: A Major Source for Journalists	379	(6)
Creating a Press-Friendly Web Site	380	(5)
Writing for the Web	385	(3)
Building an Effective Web Site	388	(16)
Making the Site Interactive	391	(2)
Using Audio and Video Components	393	(2)
Who Controls the Site?	395	(2)
The Cost of a Site	397	(1)
Attracting Visitors to Your Site	398	(4)
Tracking Site Visitors	402	(2)
Summary	404	(2)
Additional Resources	406	(2)
Chapter 14 E-Mail, Memos, Letters, Proposals, and Reports	408	(23)
The Challenge of Information Overload	409	(1)
E-Mail	410	(4)
Purpose	410	(1)
Content	411	(2)
Format	413	(1)
Memorandums	414	(3)
Purpose	415	(1)
Content	415	(1)
Format	416	(1)
Letters	417	(2)
Purpose	417	(1)
Content	418	(1)
Format	418	(1)
Proposals	419	(2)
Purpose	420	(1)
Organization	421	(1)
Annual Reports	421	(7)
Preparing an Annual Report	424	(1)
Trends in Annual Reports	425	(3)
Summary	428	(1)
Additional Resources	429	(2)
Chapter 15 Direct Mail and Advertising	431	(33)
The Basics of Direct Mail	433	(2)
Advantages of Direct Mail	433	(1)
Disadvantages of Direct Mail	434	(1)
Creating a Direct Mail Package	435	(7)
Mailing Envelope	435	(2)
The Letter	437	(2)
Brochure	439	(1)
Reply Card	440	(1)
Return Envelope	440	(1)
Gifts	441	(1)
The Basics of Public Relations Advertising	442	(2)
Advantages of Advertising	443	(1)
Disadvantages of Advertising	443	(1)
Types of Public Relations Advertising	444	(10)
Image Building	445	(3)
Investor and Financial Relations	448	(1)
Public Service	448	(2)
Advocacy/Issues	450	(4)
Announcements	454	(1)
Creating a Print Ad	454	(2)
Headline	454	(1)
Text	455	(1)
Artwork	456	(1)
Layout	456	(1)
Working with an Ad Agency	456	(1)
Other Advertising Channels	457	(5)
Billboards	457	(1)
Transit Panels	458	(1)
Buttons and Bumper Stickers	458	(1)
Posters	458	(2)
Sponsored Books	460	(1)
T-Shirts	460	(1)
Promotional Items	461	(1)
Product Placements	461	(1)
Summary	462	(1)
Additional Resources	463	(1)
Chapter 16 Speeches and Presentations	464	(33)
The Basics of Speech Writing	466	(5)
Researching the Audience and Speaker	466	(1)
Laying the Groundwork	466	(3)
Writing the Speech	469	(2)
The Basics of Giving a Speech	471	(5)
Know Your Objective	472	(1)
Structure the Message for the Ear	473	(1)
Tailor Remarks to the Audience	474	(1)
Give Specifics	475	(1)
Keep It Short	476	(1)
Eye Contact and Gestures	476	(1)
Visual Aids for Presentations	476	(10)
PowerPoint	478	(4)
Slide Presentations	482	(4)
Other Speech Formats	486	(2)
Panels	486	(1)
Debates	487	(1)
Speaker Training and Placement	488	(7)
Executive Training	488	(1)
Speaker's Bureaus	489	(1)
Placement of Speakers	490	(2)
Publicity Opportunities	492	(3)
Summary	495	(1)
Additional Resources	496	(1)
PART FOUR Managing Programs and Campaigns
Chapter 17 Meetings and Events	497	(31)
Staff and Committee Meetings	498	(1)
Club Meetings and Workshops	499	(6)
Planning	499	(3)
Registration	502	(1)
Program	503	(2)
Banquets	505	(2)
Working with Banquet Managers	506	(1)
Logistics and Timing	507	(1)
Cocktail Parties and Receptions	507	(5)
Open Houses and Plant Tours	512	(1)
Conventions	513	(4)
Planning	513	(3)
Program	516	(1)
Trade Shows	517	(4)
Exhibit Booths	518	(1)
Press Rooms	519	(4692)
Planning Guidelines	5211
Promotional Events	521	(4)
Summary	525	(1)
Additional Resources	526	(2)
Chapter 18 Program Planning	528	(20)
Developing a Plan	530	(2)
Gathering Information	530	(2)
Analyzing the Information	532	(1)
Elements of a Plan	532	(11)
Situation	532	(2)
Objectives	534	(1)
Audience	535	(2)
Strategy	537	(1)
Tactics	537	(2)
Calendar	539	(2)
Budget	541	(2)
Evaluation	543	(1)
Reviewing the Final Draft	543	(3)
Summary	546	(1)
Additional Resources	546	(2)
Chapter 19 Measurement & Evaluation	548	(23)
The Importance of Evaluation	550	(3)
Start with Objectives	551	(2)
Measurement of Production/Distribution	553	(1)
Measurement of Message Exposure	553	(9)
Media Impressions	555	(1)
Advertising Value Equivalency	556	(1)
Systematic Tracking	557	(2)
Monitoring the Internet	559	(1)
Requests and 800 Numbers	560	(1)
Cost per Person	560	(1)
Event Attendance	561	(1)
Measurement of Audience Awareness	562	(1)
Measurement of Audience Attitudes	562	(1)
Other Forms of Feedback	563	(1)
Measurement of Audience Action	563	(1)
Evaluation of Newsletters and Brochures	564	(4)
Content Analysis	565	(1)
Readership Surveys	565	(1)
Article Recall	566	(1)
Readability	567	(1)
Advisory Boards and Focus Groups	568	(1)
Writing an Evaluation Report	568	(1)
Summary	569	(1)
Additional Resources	570	(1)
Glossary	571	(4)
Index	575