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Public Relations Writing and Media Techniques

Public Relations Writing and Media Techniques


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About the Book

The most comprehensive and up-to-date public relations writing text available has just been updated in its 7th edition. With real-world examples of award-winning work by PR professionals, Public Relations Writing and Media Techniques continues to help readers master the many techniques needed to reach a variety of audiences in today’s digital age. This book emphasizes the nuts and bolts of writing, producing, and distributing public relations materials through traditional and social media, making it valuable to public relation professionals and students alike.

Table of Contents:
PART I: THE BASICS OF PUBLIC RELATIONS WRITING   Chapter 1: Getting Organized for Writing   The Framework of Public Relations The Public Relations Writer Preparation for Writing Research: the prelude to writing Writing Guidelines Errors to Avoid   Chapter 2: Becoming a Persuasive Writer Persuasion: As Old as Civilization The Basics of Communication Theories of Communication Factors in Persuasive Writing Persuasive Speaking Persuasion and Propaganda The Ethics of Persuasion   Chapter 3: Finding and Making News   The Challenge of Making News What Makes News How to Find News How to Create News   Chapter 4: Working with Journalists and Bloggers   The Importance of Media Relations The Media’s Dependence on Public Relations Public Relations’ Dependence on the Media Areas of Friction Working with Journalists A Media Relations Checklist Crisis Communication   PART II: WRITING FOR MASS MEDIA   Chapter 5: Writing the News Release           The Backbone of Publicity Programs The Value of News Releases Planning a News Release The Basic Components of a News Release News Release Formats The Traditional News Release The Online News Release The Multimedia News Release   Chapter 6: Preparing Fact Sheets, Advisories, Media Kits, and Pitches Expanding the Publicity Tool Kit Fact Sheets Media Advisories Media Kits Pitching a Story The Follow-Up   Chapter 7: Creating News Features and Op-Ed   The Value of Features Planning a News Feature Types of Features Parts of a Feature Placement Opportunities Writing an Op-Ed   Chapter 8: Selecting Publicity Photos and Graphics   The Importance of Publicity Photos Components of a Good Photo Working With Photographers Writing Photo Captions Creating Other Graphics Maintaining Photo and Art Files Distributing Photos and Artwork   Chapter 9: Radio, Television, and Video   The Wide Reach of Broadcasting Radio Television Talk Shows and Product Placements Film Features and Online Video   Chapter 10: Distributing News to the Media   Reaching the Media Distribution of Materials   Chapter 11: Avoiding Legal Hassles   A Sampling of Legal Problems Libel and Defamation Invasion of Privacy Copyright Law Trademark Law Regulatory Agencies Working with Lawyers   PART III: Writing for Other Media   Chapter 12: Tapping the Web and Social Media   The Internet: Pervasive in Our Lives The World Wide Web The Basics of Webcasting The Value of Social Media The Explosion of Blogs The Continuing Role of Traditional Media   Chapter l3   Newsletters, Brochures, and Intranets   The Value of Print Publication The Balancing Act of Editors Newsletters and Magazines Online Newsletters Intranets Brochures Annual Reports   Chapter 14  Writing E-Mail, Memos, and Proposals   The Challenge of Managing Information Overload Email Memorandums Letters Proposals   Chapter 15  Giving Speeches and Presentations   The Challenge of the Speaking Circuit The Basics of Giving a Speech Visual Aids for Presentations Other Speech Formats Speaker Training and Placement   Chapter 16  Using Direct Mail and Advertising   The Basics of Direct Mail Creating A Direct Mail Package The Basics of Public Relations Advertising Types of Public Relations Advertising Creating a Print Ad Working with an Ad Agency Other Advertising Channels   PART IV: MANAGING PROGRAMS AND CAMPAIGNS   Chapter 17  Organizing Meetings and Events A World Filled with Meetings and Events Staff and Committee Meetings Group Meetings Banquets Receptions and Cocktail Parties Conventions Trade Shows Promotional Events Open Houses and Plant Tours   Chapter l8   Planning Programs and Campaigns   The Value of a Writing Plan Developing a Plan Elements of the Plan Submitting a Plan for Approval   Chapter l9   Measuring Success   The Importance of Measurement Program Objectives Measurement of Production/Distribution Measurement of Message Exposure Measurement of Audience Awareness Measurement of Audience Attitudes Measurement of Audience Action Evaluation of Newsletters and Brochures Writing a Measurement Report


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Product Details
  • ISBN-13: 9780205211678
  • Publisher: Pearson Education (US)
  • Publisher Imprint: Pearson
  • Height: 232 mm
  • No of Pages: 560
  • Width: 187 mm
  • ISBN-10: 0205211674
  • Publisher Date: 05 Mar 2012
  • Binding: Paperback
  • Language: English
  • Weight: 880 gr


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