Public Relations Writing : Principles in Practice

by Donald Treadwell

• ISBN13: 9781412905510
• ISBN10: 1412905516
• Edition: 2nd
• Format: Paperback
• Copyright: 2005-04-19
• Publisher: SAGE Publications, Inc

Summary

Public Relations Writing: Principles in Practice is a comprehensive core text that guides students from the most basic foundations of public relations writing-research, planning, ethics, organizational culture, law, and design-through the production of actual, effective public relations materials. The Second Edition focuses on identifying and writing public relations messages and examines how public relations messages differ from other messages.

Table of Contents

Preface	xxi
Overview	xxi
Purpose	xxi
Structure and Scope	xxii
Distinguishing Features	xxii
For Faculty	xxiii
For Students	xxiv
With Appreciation	xxv
Theoretical Influences on Public Relations Writing	1	(24)
Public Relations in the 21st Century	2	(4)
Enter the Public Relations Writer	4	(2)
Theoretical Foundations of Public Relations Writing	6	(13)
Systems Theory: Looking at the ``Big Picture''	7	(2)
Persuasion Theories and Their Implications	9	(1)
Centuries of Persuasion	10	(2)
Theories of Behavior and Attitude Change	12	(5)
Thinking About Message and Source	17	(2)
Strategic Foundations of Public Relations Writing	19	(3)
Publics	19	(2)
Outcomes	21	(1)
Summary	22	(1)
On the Textbook Web Site	22	(1)
References	22	(1)
Resources	23	(2)
Sending the Message: Writing for Style, Flow, and Credibility	25	(32)
Where Does Public Relations Writing Originate?	26	(1)
Organizational Goals	26	(1)
Publics	26	(1)
Thinking About Writing: Style and Flow	26	(1)
Fundamentals of Style	27	(2)
What Is Style, and How Can You Master It?	27	(2)
Style Decisions: Writing for Credibility	29	(8)
Detail	30	(1)
Readability	30	(1)
Vocabulary	31	(3)
Grammar	34	(3)
The Fundamentals of Flow	37	(6)
What Is Flow, and Why Is It Important?	37	(4)
How Do You Learn About Style and Flow?	41	(1)
Style Resources	42	(1)
Putting Theory and Fundamentals Into Practice: Writing a Cover Letter for Your First Client---You	43	(12)
What Will You Write?	43	(5)
The Cover Letter	48	(6)
After the Letter	54	(1)
After the Interview	55	(1)
On the Textbook Web Site	55	(1)
Writing Wrap-Up	55	(1)
Reference	55	(1)
Resources	56	(1)
Ethical Influences on Public Relations Writing	57	(18)
Theories of Ethical Action	58	(2)
The Situational Approach to Public Relations Ethics	59	(1)
Defining Ethical Standards	60	(9)
Public Relations Ethics	60	(2)
Professional Ethics	62	(1)
Organizational Ethics	63	(5)
Personal Ethics	68	(1)
Ethics and Public Relations Writing	69	(3)
On the Textbook Web Site	72	(1)
Writing Wrap-Up	72	(1)
References	72	(1)
Resources	73	(2)
Cultural Influences on Public Relations Writing	75	(23)
What Is Culture?	75	(2)
The Fluid Nature of Cultures	76	(1)
Culture: Why It's Important	76	(1)
The Global Audience	77	(2)
What Does Having a Global Audience Mean?	77	(2)
Societal Cultures	79	(1)
Sector Cultures	80	(1)
Organizational Cultures	81	(12)
Types of Organizational Cultures	82	(5)
The Macro-Focus: Understanding Cultures	87	(3)
The Micro-Focus: Language and Vocabulary	90	(3)
Culture and Its Implications for Public Relations Writing	93	(1)
Facilitating Cross-Cultural Communication	94	(1)
On the Textbook Web Site	95	(1)
Writing Wrap-Up	95	(1)
References	95	(2)
Resources	97	(1)
Research Influences on Public Relations Writing	98	(26)
What Is Research?	98	(1)
Research Components	99	(1)
Researching the Environment	99	(5)
The Environment: What to Research	100	(1)
The Environment: How to Research	100	(4)
Researching the Organization	104	(3)
The Organization: What to Research	104	(1)
The Organization: How to Research	105	(2)
Researching Publics	107	(5)
Publics: What to Research	108	(1)
Publics: How to Research	108	(4)
Researching Messages	112	(4)
Messages: What to Research	112	(1)
Messages: How to Research	113	(3)
Researching Media	116	(2)
Media: What to Research	116	(1)
Media: How to Research	116	(2)
Researching Effects	118	(1)
Effects Research: What to Research	118	(1)
Effects Research: How to Research	118	(1)
Researching Relationships	119	(1)
Research and the Web	119	(3)
The Web Challenges	120	(1)
The Web: What to Research	120	(1)
The Web: How to Research	120	(2)
On the Textbook Web Site	122	(1)
Writing Wrap-Up	122	(1)
References	122	(1)
Resources	123	(1)
Legal Influences on Public Relations Writing	124	(28)
Protecting Organizational Interests: Working With Lawyers	127	(1)
Protecting Your Own Interests: Contracts	128	(1)
The Issues	129	(15)
Copyright©	131	(1)
Trademarks and Servicemarks, ™ ® SM	132	(4)
Web Rights	136	(2)
Privacy	138	(1)
Spamming	139	(1)
Defamation, Libel, and Slander	140	(1)
Freedom of Information, Privacy, and Sunshine Laws	140	(2)
What Does This Mean to the Public Relations Writer?	142	(1)
Financial Reporting and Insider Trading	143	(1)
The Agencies	144	(3)
Securities and Exchange Commission	144	(1)
Federal Trade Commission	144	(1)
Food and Drug Administration	145	(1)
Federal Communications Commission	145	(1)
U.S. Postal Service	146	(1)
On the Textbook Web Site	147	(1)
Writing Wrap-Up	147	(1)
References	148	(1)
Resources	149	(3)
Design Influences on Public Relations Writing	152	(42)
Which Is More Important, the Copy or the Design?	152	(2)
Communication Is the Key	152	(1)
Design as a Public Relations Tactic	153	(1)
Communicating With Space	154	(7)
Format	154	(1)
Balance	154	(7)
Communicating With Type	161	(5)
Fonts	161	(1)
Type Size and Spacing	162	(1)
Alignment	163	(1)
Type Styles	163	(1)
Special Type Effects	164	(2)
Communicating With Graphics	166	(12)
Rules	166	(1)
Screens	166	(1)
Photographs	167	(4)
Line Art	171	(1)
Charts and Graphs	171	(6)
Diagrams	177	(1)
Communicating With Color	178	(5)
Selecting the Right Color	180	(3)
Special Options	183	(3)
Formats and Folding	183	(2)
Die Cuts	185	(1)
Embossing	185	(1)
Foil Stamping	185	(1)
The Presentation Folder	186	(1)
Design Issues for the Web	186	(5)
Layout	187	(1)
Balance	188	(1)
Type	188	(1)
Color	189	(1)
Navigational Support	189	(1)
Graphics on the Web	190	(1)
HTML, the Language of the Web	191	(1)
On the Textbook Web Site	191	(1)
Writing Wrap-Up	191	(1)
References	191	(1)
Resources	192	(2)
From Principles to Planning to Practice: Business Writing, Fact Sheets, and Bios	194	(30)
The Planning	194	(12)
Planning for Publics: Audience-Based Decision Making	195	(3)
Planning for Outcomes	198	(1)
Planning for Media and Methods	199	(1)
Planning for Cost or Budget	200	(1)
Planning for Timing	201	(1)
Planning for Evaluation	201	(1)
Planning for Control	202	(3)
Planning: Finding the Middle Ground	205	(1)
Summary	206	(1)
The Practice: Beginning With the Basics	206	(17)
Letters	208	(1)
Memos	209	(1)
E-mail	210	(2)
Reports (other than annual reports)	212	(3)
Fact Sheets, Backgrounders, Boilerplates, and Bios	215	(8)
On the Textbook Web Site	223	(1)
Writing Wrap-Up	223	(1)
References	223	(1)
Resources	223	(1)
Out of Your Control . . . or Is It? Newswriting for the Press	224	(36)
Using the Media Effectively: More Than ``Making the Six o'Clock News''	227	(3)
Where to Place News Releases: Media Selection	229	(1)
Writing and Placing News Releases	230	(1)
Newswriting for the Press: Content	230	(7)
News Values or Determinants	231	(3)
News Determinants in Action	234	(3)
Newswriting for the Press: Structure	237	(3)
Media Structure: The Inverted Pyramid	237	(3)
Newswriting for the Press: Style	240	(6)
Journalism Style	240	(6)
Newswriting for the Press: Formatting	246	(3)
Contact Information	246	(1)
Page Numbering	246	(2)
Spacing	248	(1)
Release Date	248	(1)
To Headline or Not to Headline	248	(1)
Distributing Your Release: How to Get the Word Out	249	(2)
Distributing Releases to the Press	249	(2)
Customizing News Releases	251	(1)
Why Are You Writing the Release or Producing the Video? (and the tools to help you avoid it)	251	(4)
The Pitch Letter	252	(1)
The Media Alert or Advisory	253	(2)
Supporting the Media	255	(3)
Media Kits	255	(1)
Position Papers	256	(1)
Success	256	(2)
On the Textbook Web Site	258	(1)
Writing Wrap-Up	258	(1)
Reference	258	(1)
Resources	258	(2)
Under Your Control: Features and Newsletters	260	(29)
Using Controlled Media for News	261	(1)
Why Use Controlled Media for News?	261	(1)
Feature Writing	261	(11)
What Is a Feature?	262	(1)
Feature Subjects	263	(2)
Feature Structure	265	(1)
Feature Style	265	(7)
Newsletters	272	(16)
Understanding Newsletters	273	(1)
Newsletter Content	274	(5)
Newsletter Structure	279	(1)
Newsletter Style	280	(4)
Newsletter Production and Distribution	284	(2)
Web Letters	286	(1)
Evaluation	287	(1)
On the Textbook Web Site	288	(1)
Writing Wrap-Up	288	(1)
References	288	(1)
Resources	288	(1)
Let's Hear It: Writing for Broadcast, Scripts, and Speeches	289	(28)
Newswriting for Broadcast Media	290	(10)
Media Comparisons	290	(2)
Newswriting for Broadcast: Content	292	(1)
Newswriting for Broadcast: Style	293	(3)
Newswriting for Broadcast: Formatting	296	(3)
Distributing Releases to the Broadcast Media	299	(1)
Scriptwriting: Writing for Sound and Visuals	300	(7)
Scriptwriting: Content	302	(1)
Scriptwriting: Approach	302	(3)
Scriptwriting: Style	305	(1)
Scriptwriting: Formatting for Production	305	(2)
From DTP to DTV	307	(1)
Speechwriting	307	(8)
Speechwriting Considerations: Audience and Purpose	308	(1)
Structure	309	(2)
Speechwriting: Style	311	(4)
On the Textbook Web Site	315	(1)
Writing Wrap-Up	315	(1)
Reference	316	(1)
Resources	316	(1)
When the News Isn't Good: Crisis Messages	317	(22)
What Is a Crisis?	318	(2)
Crisis Management	320	(4)
The Crisis Plan	320	(3)
Crises and the Media	323	(1)
Crisis Writing	324	(11)
The Message	324	(1)
Strategies for Crisis Communications	325	(6)
Media Decisions in a Crisis	331	(1)
The Web in a Crisis	332	(3)
Postcrisis: Follow-Up and Evaluation	335	(2)
On the Textbook Web Site	337	(1)
Writing Wrap-Up	337	(1)
References	337	(1)
Resources	338	(1)
The Multipurpose Medium: Writing for the Web	339	(28)
The Web and Communication Thinking	339	(2)
The Prospect of Multiway Communications	340	(1)
Web Cosmology and Anti-information	340	(1)
Control of Distribution, Content, and Timing	341	(1)
Public Relations on the Web	341	(8)
The Web Audience	343	(4)
Pros and Cons of the Web as a Public Relations Medium	347	(2)
Writing for the Web	349	(9)
Writing for Newsgroups	349	(1)
Writing for Web Sites	350	(8)
Using the Web for Specific PR Aims	358	(2)
Online News Releases	358	(1)
Online Newsletters	358	(1)
Using the Web for Advocacy	359	(1)
Online Annual Reports	359	(1)
The Web as a Crisis Medium	360	(1)
The Web and Cross-Cultural Communication	360	(1)
Publicizing the Web Site	360	(1)
Research and Evaluation	361	(3)
On the Textbook Web Site	364	(1)
Writing Wrap-Up	364	(1)
References	364	(1)
Resources	365	(2)
Persuasion for Mass Action: Advocacy Campaigns, Op-Eds, and PSAs	367	(30)
Foundations of Motivation and Message	368	(9)
Motivation	369	(1)
Appeals	370	(1)
Developing Persuasive Messages	371	(6)
Persuasion in Practice	377	(1)
Image Communications	378	(1)
Issues and Advocacy	379	(15)
Advocacy Campaigns	380	(2)
Advocacy Advertising	382	(3)
Public Service Announcements: The PSA	385	(4)
Writing for Op-Ed Pages or Broadcast Editorials	389	(5)
On the Textbook Web Site	394	(1)
Writing Wrap-Up	394	(1)
References	395	(1)
Resources	396	(1)
Persuasion for Individual Action: Direct Mail, Brochures, and Proposals	397	(26)
Direct Mail	398	(13)
Direct Mail Formats	401	(1)
Writing Direct Mail Copy	401	(6)
Evaluation	407	(1)
How Did They Get Your Name?	407	(1)
Envelopes: A Look at Direct Mail From the Outside	407	(3)
Catalogs and Price Lists	410	(1)
Brochures	411	(6)
Brochure Themes	412	(1)
Brochure Content	412	(5)
Signs	417	(1)
Proposals and Grants	417	(4)
Proposals	418	(1)
Nonprofit Grants	419	(2)
On the Textbook Web Site	421	(1)
Writing Wrap-Up	421	(1)
References	421	(1)
Resources	422	(1)
High-Profile Projects: Annual Reports, Events, and Exhibitions	423	(28)
Annual Reports	424	(12)
Annual Reports as Financial Documents	425	(1)
Annual Reports as Public Relations Documents	425	(1)
Annual Reports as Social Responsibility Documents	425	(1)
Annual Reports for Public Companies	426	(6)
Annual Reports for Nonprofit Organizations	432	(3)
Annual Reports to Employees	435	(1)
Annual Reports and the Internet	436	(1)
Special Events	436	(1)
Celebrations, Grand Openings, and Annual Meetings	437	(3)
Invitations	438	(1)
Speeches	439	(1)
Information Kits: Media, Sales, Educational, and Public	440	(1)
Industry Conferences, Exhibitions, Conventions, and Trade Shows	440	(8)
Why Attend an Exhibition or Trade Show?	440	(1)
Preparing for an Exhibition or Trade Show	441	(2)
Booths and Displays	443	(3)
Collaterals	446	(2)
Evaluation and Follow-Up	448	(1)
On the Textbook Web Site	448	(1)
Writing Wrap-Up	449	(1)
References	449	(1)
Resources	449	(2)
Appendix A: The Value of Editing	451	(10)
Appendix B: Public Relations Society of America (PRSA) Code of Ethics	461	(6)
Appendix C: Research Methods for Public Relations Writing	467	(10)
Appendix D: Production Issues	477	(2)
Appendix E: Grammar and Style	479	(12)
Glossary	491	(8)
Index	499	(18)
About the Authors	517