Full Description
Readers who use Writing PRtheir ability to write and design across media platforms - an increasingly necessary skill - through carefully-laid repetition of key ideas, step-by-step guidance, tip boxes, and realistic examples ranging from student portfolios to top professionals' files.
Contents
I. FRAMEWORKS FOR PUBLIC RELATIONS WRITING. 1. Public RelationsProfessional Outlooks and Historical Outlooks. 2. Public Relations and the Writing Process. 3. Backgrounders. 4. News Releases: The Most Important Writing Tools. 5. Media Lists: Targeting News for Results. 6. Media Relations: Ethical Standards and Considerations. II. GRAPHICS AND THE MERGER OF WORD AND IMAGE. 7. Technology and PR Writing. 8. Defining Visual Style. 9. Processing the Page: Design Stages. 10. Features, Magazines, and Trade Publications. 11. Brochures, Newsletters, and Direct Marketing. III. EXPANDING PUBLIC RELATIONS WRITING THROUGH TECHNOLOGY. 12. Public Speaking and Presentations. 13. Advertising PR: Creating Print Public Service Announcements. 14. Streaming Media and Broadcast Models: Writing for Radio and TV Contexts. IV. WRITING AND STRATEGIC PUBLIC RELATIONS MANAGEMENT. 15. Planning the Special Event. 16. Style and Structure: Decoding Grammar, Usage, and Stylebooks. 17. Crisis Public Relations: Preparing and Writing for the Unexpected. Appendix. Glossary. Bibliography.
