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Full Description
Public Relations Writing 2e, approaches public relations as an ethical and professional element of strategic organisational management. It encourages students to regard themselves as beginning practitioners who need to understand the social, economic, political and multicultural contexts in which they work. The book deals with writing from a professional practice perspective but refers where appropriate to relevant communication theories. It includes toolsto help plan, write and implement public relations strategies and tactics.
Contents
Public Relations Toolkit 1. Introduction About public relations jobs Public relations activities have a clear, strategic purpose Clear, effective writing and the importance of grammar, spelling and style An introduction to public relations terminology Planning the details Tip sheet: The importance of language 2. Contexts for Public Relations Public relations as a strategic management tool Public relations and environmental scanning Listening to target publicsUsing research in public relationsIdentifying and analysing issuesKeeping on trackLinking public relations to corporate strategic plansContribution to organisational decision-makingLinking public relations to a strategic business planPublic relations and managementBuilding relationships with senior executivesBuilding, maintaining and enhancing relationships with target publicsTheory in practice3. Research and Planning for Public RelationsAbout public relations strategyResearch for public relationsIdentifying communication issues and needsHow writing a situation analysis helps to set the context for the planWriting a situation analysisTip sheet: Multicultural communication4. Public Relations Goals and ObjectivesThe public relations matrixPublic relations consultantsMeaningful goals and objectivesWhat are goals?What are objectives?Matching goals and objectivesSetting goals that reflect issues and communication needsWriting measurable objectives that pursue goalsTarget publicsWhy `general public' doesn't workDefining the media as a target public5. Developing and Writing MessagesThe importance of messagesMessages need to be relevantA caution about messagesMessages, strategies and tacticsHow many messages?Informative messagesPersuasive messagesMatching messages to goals and objectivesAre messages relevant to selected target publics?Establishing appropriate message delivery strategiesIdentifying effective tactics to deliver messages to target publics6. Writing and Placing a Media ReleaseGrumpy old journalistsThe Fourth EstateJournalists as target publicsWhat happens to your media release after you've distributed it?Competition for news spaceThe daily choiceWhat is a media release? What is a media kit?Understanding news imperativesFinding news: What news frames will make my release work?Writing a media releaseUsing a template and `Five Ws and H'The inverted pyramidTechniques and formatsWhich journalists will be interested in your release?Barriers to getting your media release runTip sheet: Writing a media release7. Writing for Social Media and the WebIntroductionUsing the internetReading material published on the internetStanding outWriting to an objectiveRemember your readersConcise, accurate copyHeadingsLink your material to other sourcesUsing listsUsing graphics, podcasts, videos Stick to the template Public relations and blogsThe power of emailWill I or won't I?Choosing the right tonePrecision and clarity workTreat recipients with respectHow important am I?AttachmentsProofreadPrivacyTip sheet: Social media writing tips8. Interpersonal CommunicationBlame the ancientsSpeeches as a public relations tacticPlanning a speechPreparing a speech outlineWriting a speech draftPreparing your speakerAfter the speechPresentationsPlanning and writing a presentationExhibitions and trade shows9. Beyond the Mass News MediaBuilding the matrixDeciding tacticsAbout annual reportsPlanning and writing brochuresWriting a backgrounderWriting fact sheetsWriting talking pointsCompiling a media kitNewspaper features10. Communication within OrganisationsPrinciples of employee communicationKnowing the game planPreparing an employee communication planStaff newslettersMeetings with employeesEmailEmployee communication during changeReport writingWriting a memoWriting a file noteWriting a submission11. Getting the Job DoneFlying by the seat of your pantsProject managementUsing timelinesWriting a budgetConsultants' feesWorking with consultantsBriefing designers12. Writing a Public Relations Evaluation PlanWhy evaluate?How is public relations evaluated?Making an evaluation workWriting an evaluation planEvaluating the public relations impact on organisational credibilityEvaluating response capabilityMeasuring the financial impact of public relationsBuilding a program evaluationA reflection
