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Full Description
Public Relations Writing is an undergraduate communication and public relations textbook. It positions writing for public relations in the context of strategic planning, and is based on traditional communication writing principles, including for news and digital media. The book illustrates how writing for all public relations tools reflects the concepts that inform professional planning and practice.
This book, based on the author's wide professional practice and tertiary teaching experiences, has been widely used in international undergraduate teaching and learning. This fourth edition continues to treat clear, concise and accurate writing for this profession as integral to all aspects of professional practice and as a skill that is not confined to media release writing. Among the book's strengths are the student exercises, including international cases, which are based on real-world examples, and references to ethical practice. This book provides a holistic approach to learning about writing in this profession. While its focus is on writing, this holistic approach, which includes material on planning a communication strategy, makes it an ideal text for introductory subjects at university as well as for specialist writing units. While it is primarily grounded in Australian practice, the book is written in line with accepted international approaches to public relations writing, including the principles of journalism's 'news writing', and contains case studies from other countries. This book appeals to audiences in early-year university students studying public relations and marketing communication.
It is also suitable for professional practitioners seeking to enhance their writing skills.
Contents
1.Introduction 2. Contexts for Public Relations 3. Research and Planning for Public Relations 4. Public Relations Goals and Objectives 5. Developing and Writing Messages 6. Writing and Placing a Media Release. Public relations toolkit 7. Writing for Social Media and the Web 8. Interpersonal Communication 9. Beyond the Mass News Media 10. Communication within Organisations 11. Getting the Job Done 12. Writing a Public Relations Evaluation Plan. A Reflection. Glossary. References
