Wordsmithing : The Art & Craft of Writing for Public Relations (3 SPI PAP/)

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Wordsmithing : The Art & Craft of Writing for Public Relations (3 SPI PAP/)

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  • 製本 Paperback:紙装版/ペーパーバック版/ページ数 167 p.
  • 言語 ENG,ENG
  • 商品コード 9780558980795
  • DDC分類 808

Table of Contents

Foreword: Authors' Note                            ix
UNIT ONE Overview: Context and Fundamentals 1 (20)
Chapter One A Brief Overview of the Public 3 (4)
Relations Function and Writing's Role
Therein
Creating, Packaging and Marketing Ideas 4 (1)
The Basic Forms of Writing for Public 5 (1)
Relations
Interactive Exercises 5 (2)
Chapter Two Write It Right: A Short Primer 7 (9)
on Grammar and Spelling
Spelling Demons (a.k.a. Words Often 7 (1)
Spelled Incorrectly)
Homonyms: They Sound the Same but Aren't 8 (1)
Proper Nouns 8 (1)
Pronoun Problems 9 (1)
Media or Medium? And Another Latin 10 (1)
Stickler
Reflexive Pronouns 10 (1)
Apostrophes 10 (1)
"Could of"---Ouch! 11 (1)
A Few Thoughts on Punctuation 11 (1)
Watch Your Words 11 (1)
Numbers 12 (1)
Dates and Times 12 (1)
"News" Releases---Says, Said and Got 13 (1)
Tips for Writing Leads 13 (1)
Other No-Nos 13 (2)
Interactive Exercise 15 (1)
Chapter Three The Professional's Code of 16 (5)
Conduct: A Matter of Ethics
The Perils of Group Think 17 (1)
The PRSA Code 17 (1)
The Code of Athens 18 (1)
Interactive Exercises 19 (2)
UNIT TWO The Basics: The Forms, Formulas and 21 (42)
Uses of the Various Types of Releases
Chapter Four The Five Ws and the Fwsh: 23 (7)
Formulas for Writing Effective Copy
Two Fundamental Rules and Two Key Formulas 24 (1)
News and the Five Ws 24 (1)
What Is News? 24 (1)
The Inverted Pyramid 25 (1)
An Example of the Five Ws at Work 25 (1)
The Fwsh: The Five Ws of Public Relations 26 (1)
Writing
Example of How Fwsh Works 27 (1)
Interactive Exercises 28 (2)
Chapter Five What Makes a Story? 30 (3)
Grab and Hold Their Attention 30 (1)
The Importance of Self-Interest 31 (1)
Interactive Exercises 32 (1)
Chapter Six Getting the Information You Need 33 (4)
Go to the Source 33 (1)
So What? 34 (1)
Interactive Exercises 35 (2)
Chapter Seven The Five Types of Releases 37 (13)
and How to Write Four of Them
Hard News Releases 37 (1)
News-Feature Releases 38 (1)
Product and Marketing Releases 38 (1)
Personnel Releases 39 (1)
Financial Releases 39 (1)
Examples 39 (10)
Hard News 40 (2)
A Feature Release 42 (1)
A Product/Marketing Support Release 43 (5)
A Personnel Release 48 (1)
Interactive Exercises 49 (1)
Chapter Eight A Step By Step Template for 50 (9)
Constructing a Release, from the Lead to
Clearances and Distribution
The Facts 50 (1)
The Fwsh 51 (1)
The Five Ws 52 (1)
Writing the Story Step-by-Step 52 (3)
The Lead 53 (1)
The Second Paragraph 53 (1)
Remaining Paragraphs 53 (1)
The Boilerplate 54 (1)
Clearances 55 (1)
Distribution 55 (1)
A Short Recap 56 (1)
Interactive Exercises 57 (2)
Chapter Nine Targeting: Getting to the 59 (4)
Right People with the Right Message
Where Are They? 59 (1)
Getting to Them 60 (1)
Make It Personal 61 (1)
The Hitters List 61 (1)
Interactive Exercises 62 (1)
UNIT THREE Beyond the Basics: Pieces that 63 (96)
Sell, Persuade, Inform and Motivate
Chapter Ten Op-Ed Pieces, Signed Articles 65 (11)
and Letters as Tactical Tools
Use Sparingly 65 (3)
Signed Articles 68 (2)
Reprints for Cross-Marketing 68 (2)
Letters 70 (5)
Interactive Exercises 75 (1)
Chapter Eleven Conventional Letters, 76 (7)
Newsletters and Brochures
Newsletters 77 (3)
Brochures 80 (2)
Interactive Exercises 82 (1)
Chapter Twelve Media Kits and Fact Sheets 83 (10)
Fact Sheets 89 (3)
Interactive Exercises 92 (1)
Chapter Thirteen Writing for Radio and TV: 93 (9)
News, Features and PSAs
The Basics Stay the Same 93 (1)
A Premium on Hooks 94 (1)
General Rules of Writing for Broadcast 94 (1)
The Radio Release 94 (2)
The Television Release 96 (1)
VNRs and Other Packages 97 (1)
Talk Shows and Magazine Formats 97 (1)
The 10-Second Sound Bite 98 (1)
PSAs 98 (3)
Interactive Exercises 101(1)
Chapter Fourteen Position Papers and Formal 102(10)
Statements
Position Papers 102(7)
A Foundation of Facts 104(1)
A Template for Writing Position Papers 104(5)
Statements 109(1)
A Controlled Message 109(1)
Believability 110(1)
Interactive Exercises 111(1)
Chapter Fifteen Briefing Papers and Q&As 112(9)
What a Briefing Paper Should Contain 112(1)
Constructing a Briefing Paper 113(3)
Q&As 116(3)
Good Q&As Are Built on Good Research 116(3)
Interactive Exercises 119(2)
Chapter Sixteen Pitches and Precis: Selling 121(4)
Story Ideas
Writing Pitches and Precis 121(3)
Know Your Target 122(2)
Interactive Exercises 124(1)
Chapter Seventeen Writing for the Internet 125(5)
The Impact of Technology 125(1)
Focus on Relevance, Brevity and Punch 126(1)
The Guidelines 126(3)
Interactive Exercises 129(1)
Chapter Eighteen Writing for Crisis 130(1)
Management and Damage Control Situations
Crises Come in Two Varieties 130(1)
The Fundamentals of Crisis Management 131(1)
Communications in the Crisis Mode 132(3)
Interactive Exercises 135
Chapter Nineteen Writing Speeches 130(19)
The Mechanics Are Simple 136(1)
Know the Audience 136(1)
The "Tell Them" Rule and the "Rule of 137(1)
Three"
A Template for a Speech 137(1)
Scripting Something That Someone Else Can 138(1)
Deliver
The Importance of Rehearsal 139(1)
Shapers and Articulators 139(9)
Interactive Exercises 148(1)
Chapter Twenty Writing for the Internal 149(10)
Constituency
Slick Magazines to Simple Letters 149(1)
Credibility and Confidence 149(1)
The "But..." 150(1)
Of Fundamental Importance 150(1)
Packages: The Intranet 150(1)
Packages: Newsletters and Letters 151(2)
Packages: Magazines and Video 153(3)
Interactive Exercises 156(3)
UNIT FOUR Et Cetera: Special Words and 159(2)
Special Readings
Jargon 161(3)
Suggested Readings 164(1)
Bibliography 165(1)
About the Authors 166