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Full Description
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.
Contents
PART IChapter 1: Getting Organized for WritingThe Framework of Public RelationsThe Public Relations WriterPreparation for WritingResearch: the prelude to writingWriting GuidelinesErrors to AvoidChapter 2: Becoming a Persuasive WriterPersuasion: As Old as CivilizationThe Basics of CommunicationTheories of CommunicationFactors in Persuasive WritingPersuasive SpeakingPersuasion and PropagandaThe Ethics of PersuasionChapter 3: Finding and Making NewsThe Challenge of Making NewsWhat Makes NewsHow to Find NewsHow to Create NewsChapter 4: Working with Journalists and BloggersThe Importance of Media RelationsThe Media's Dependence on Public RelationsPublic Relations' Dependence on the MediaAreas of FrictionWorking with JournalistsA Media Relations ChecklistCrisis CommunicationPART II: WRITING FOR MASS MEDIAChapter 5: Writing the News ReleaseThe Backbone of Publicity ProgramsThe Value of News ReleasesPlanning a News ReleaseThe Basic Components of a News ReleaseNews Release FormatsThe Traditional News ReleaseThe Online News ReleaseThe Multimedia News ReleaseChapter 6: Preparing Fact Sheets, Advisories, Media Kits, and PitchesExpanding the Publicity Tool KitFact SheetsMedia AdvisoriesMedia KitsPitching a StoryThe Follow-UpChapter 7: Creating News Features and Op-EdThe Value of FeaturesPlanning a News FeatureTypes of FeaturesParts of a FeaturePlacement OpportunitiesWriting an Op-EdChapter 8: Selecting Publicity Photos and GraphicsThe Importance of Publicity PhotosComponents of a Good PhotoWorking With PhotographersWriting Photo CaptionsCreating Other GraphicsMaintaining Photo and Art FilesDistributing Photos and ArtworkChapter 9: Radio, Television, and VideoThe Wide Reach of Broadcasting RadioTelevisionTalk Shows and Product PlacementsFilm Features and Online VideoChapter 10: Distributing News to the MediaReaching the MediaDistribution of MaterialsChapter 11: Avoiding Legal HasslesA Sampling of Legal ProblemsLibel and DefamationInvasion of PrivacyCopyright LawTrademark LawRegulatory AgenciesWorking with LawyersPART III: Writing for Other MediaChapter 12: Tapping the Web and Social MediaThe Internet: Pervasive in Our LivesThe World Wide WebThe Basics of WebcastingThe Value of Social MediaThe Explosion of BlogsThe Continuing Role of Traditional MediaChapter l3 Newsletters, Brochures, and IntranetsThe Value of Print PublicationThe Balancing Act of EditorsNewsletters and MagazinesOnline NewslettersIntranetsBrochuresAnnual ReportsChapter 14 Writing E-Mail, Memos, and ProposalsThe Challenge of Managing Information OverloadEmailMemorandumsLettersProposalsChapter 15 Giving Speeches and PresentationsThe Challenge of the Speaking CircuitThe Basics of Giving a SpeechVisual Aids for PresentationsOther Speech FormatsSpeaker Training and PlacementChapter 16 Using Direct Mail and AdvertisingThe Basics of Direct MailCreating A Direct Mail PackageThe Basics of Public Relations AdvertisingTypes of Public Relations AdvertisingCreating a Print AdWorking with an Ad AgencyOther Advertising ChannelsPART IV: MANAGING PROGRAMS AND CAMPAIGNSChapter 17 Organizing Meetings and EventsA World Filled with Meetings and EventsStaff and Committee MeetingsGroup MeetingsBanquetsReceptions and Cocktail PartiesConventionsTrade ShowsPromotional EventsOpen Houses and Plant ToursChapter l8 Planning Programs and CampaignsThe Value of a Writing PlanDeveloping a PlanElements of the PlanSubmitting a Plan for ApprovalChapter l9 Measuring SuccessThe Importance of MeasurementProgram ObjectivesMeasurement of Production/DistributionMeasurement of Message ExposureMeasurement of Audience AwarenessMeasurement of Audience AttitudesMeasurement of Audience ActionEvaluation of Newsletters and BrochuresWriting a Measurement Report
