Public Relations Writing Worktext: A Practical Guide for the Profession

by Zappala; Joseph M.

• ISBN13: 9780415997546
• ISBN10: 0415997542
• Edition: 3rd
• Format: Paperback
• Copyright: 2009-09-14
• Publisher: Routledge

Summary

"Public Relations Worktext" is a writing and planning resource for public relations students and practitioners.

Table of Contents

List of Exhibits	p. xi
Preface	p. xiii
An Introduction to the Basics	p. 1
What is Public Relations Writing?	p. 3
What is Public Relations?	p. 4
Types of Public Relations Writing	p. 7
Communication and the Public Relations Writer	p. 8
Persuasion and the Public Relations Writer	p. 10
Note	p. 11
References and Suggested Reading	p. 11
Basics of Public Relations Writing	p. 13
Grammar	p. 13
Spelling	p. 18
Punctuation	p. 18
Sentence Structure	p. 19
Word Usage	p. 20
Simplicity	p. 20
Style	p. 21
Diversity, Bias, and Cultural Sensitivity	p. 24
Legal Issues	p. 25
Puffing	p. 25
Corporate vs. Commercial Speech	p. 26
Copyrights	p. 26
Trademarks	p. 28
Privacy	p. 28
Defamation	p. 28
Ethical Issues	p. 29
Rewriting and Proofreading	p. 35
Assignments	p. 36
References and Suggested Reading	p. 39
The Public Relations Process	p. 40
The Four Phases	p. 40
Research	p. 40
Planning	p. 41
Target Publics	p. 41
Goals and Objectives	p. 41
Strategies and Tactics	p. 42
Budget	p. 42
Timetable	p. 43
Execution	p. 43
Evaluation	p. 43
Assignments	p. 47
References and Suggested Reading	p. 51
Research	p. 53
Research	p. 55
Secondary Research	p. 55
Primary Research	p. 58
Interviews	p. 59
Before the Interview	p. 59
Conducting the Interview	p. 60
After the Interview	p. 61
E-mail Interviews	p. 61
Advantages	p. 61
Disadvantages	p. 61
Focus Groups	p. 62
Surveys	p. 63
Content Analysis	p. 65
Additional Primary Research	p. 66
Assignments	p. 69
References and Suggested Reading	p. 72
Planning	p. 73
Planning and Message Design	p. 75
Developing the Message	p. 75
The Planning Outline	p. 80
Type of Project	p. 80
Situation	p. 80
Objectives	p. 80
Target Public(s)	p. 80
WIN Analysis of Key Public(s)	p. 81
Specific Appeal(s) to be Used	p. 81
Core Message	p. 81
Communication Channel	p. 81
Evaluation Methods	p. 82
Assignments	p. 83
Note	p. 87
References and Suggested Reading	p. 87
Execution	p. 89
News Releases	p. 91
Types of News Release	p. 91
Components	p. 92
Body of the Release	p. 93
Leads	p. 94
Localizing	p. 97
Formats	p. 99
Broadcast Print Releases	p. 99
Radio News Releases	p. 105
Video News Releases	p. 106
Social Media Releases	p. 107
Timing	p. 110
Distribution	p. 111
Assignments	p. 112
References and Suggested Reading	p. 116
Other Media Formats	p. 117
Media Alerts	p. 117
Media Pitches	p. 123
Public Relations Photos	p. 125
Assignments	p. 128
References and Suggested Reading	p. 131
Backgrounders and Features	p. 132
Background Materials	p. 132
Fact Sheets	p. 133
Backgrounders	p. 136
Biographical Sketches	p. 136
Features	p. 139
Types of Feature	p. 140
Writing the Feature	p. 141
By-lined Articles	p. 141
Case Studies	p. 144
Matte Releases	p. 144
Assignments	p. 148
References and Suggested Reading	p. 151
Web Sites and Social Media	p. 152
Web Sites	p. 152
Writing for the Web	p. 153
Conceiving and Designing the Web Site	p. 154
Multimedia	p. 156
Online Media Rooms	p. 157
Blogs	p. 157
Components	p. 159
Ethical Considerations	p. 159
Promoting Your Online Presence	p. 162
Intranets	p. 162
Wikis	p. 163
Assignments	p. 163
References and Suggested Reading	p. 167
Business Correspondence	p. 168
Memoranda	p. 168
Letters	p. 170
E-mail	p. 175
Voice Mail	p. 177
Assignments	p. 178
References and Suggested Reading	p. 182
Reports and Proposals	p. 183
Reports	p. 183
Research Reports	p. 183
Annual Reports	p. 184
Proposals	p. 185
New Business Proposal	p. 188
Request for Proposals	p. 188
Grant Proposals	p. 189
Assignments	p. 190
References and Suggested Reading	p. 194
Advocacy Writing	p. 195
Letters to the Editor	p. 195
Op-ed Articles	p. 196
Position Statements	p. 198
Talking Points and Speeches	p. 200
Public Service Announcements	p. 202
Public Relations Advertising	p. 203
Assignments	p. 206
References and Suggested Reading	p. 210
Promotional Publications	p. 211
Newsletters	p. 211
Newsletter Goals, Publics, and Strategy	p. 211
Developing the Newsletter and its Content	p. 213
Writing Newsletter Articles	p. 215
Other Newsletter Considerations	p. 216
Magazines	p. 219
E-zines	p. 219
Brochures	p. 221
Brochure Format, Content, and Writing	p. 221
Fliers and Posters	p. 226
Assignments	p. 227
References and Suggested Reading	p. 231
Evaluation	p. 233
Evaluation	p. 235
The Components of Public Relations Measurement	p. 235
Awareness	p. 236
Media Coverage	p. 236
Internet Statistics	p. 237
Readership Surveys	p. 238
Acceptance	p. 238
Action	p. 239
References and Suggested Reading	p. 239
Planning Outline	p. 241
Checklists	p. 242
Special Events	p. 276
Index	p. 287
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