Public Relations Writing : The Essentials of Style and Format
by Bivins, Thomas H.Edition: 6th
Format: Paperback
Pub. Date: 2007-06-18
Publisher(s): McGraw-Hill Humanities/Social Sciences/Languages
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Summary
This text equips students with the essential skills for developing and writing public relations materials, covering all areas of public relations writing--including news releases, backgrounders, newsletter and magazine articles, brochures, print advertising copy, and broadcast scripts. Recent technological changes are also covered to give students an understanding of how technology impacts the public relations industry. In the constantly changing world of public relations, the text continues to stress the need for public relations professionals to communicate more effectively to all audiences.
Table of Contents
| Preface | |
| Writing For Public Relations What Is Public Relations? | |
| What Is Public Relations Writing? | |
| Uncontrolled Information Controlled Information | |
| The Tools Of The Public Relations Writer The Process Of Pr Writing | |
| Planning And Research Developing An Issue Statement Researching The Topic Internet Research | |
| How to find information on the internet Evaluating Internet Resources | |
| Analyzing The Target Audience | |
| Conducting Target Audience Research | |
| Audience Definition Worksheet | |
| Anticipating Audience Expectations | |
| Setting Objectives Evaluation Section Budgeting Section | |
| Choosing The Right Message And Medium | |
| Setting Message Strategy Information Strategies | |
| The Process Of Persuasion | |
| Theory of Cognitive Dissonance: Why They're not Listening | |
| Elaboration Likelihood Model | |
| Persuasive Strategies Emotional appeals | |
| Choosing The Appropriate Medium Or Media Media Advantages And Disadvantages Budgeting For And Buying Media Learning To Adapt | |
| Media Relations And Placement What Is News? Working With The Media | |
| Get to Know Journalists' Jobs Get to Know Journalists as People Guidelines for Dealing with the Media Guidelines for Interviews Guidelines for Correcting Errors | |
| Media Placement | |
| Deciding where to Place Your Message Getting Your Message to the Media Fitting Your Information to Your Outlet | |
| Using Press Kits | |
| What's in a press kit? | |
| Cooperation Is The Key | |
| Design, Printing, And Desktop Publishing Design: What It Is And Why It Might Be Greek To You Designing Public Relations Materials Principles Of Design | |
| Balance Proportion Sequence and Emphasis Unity Grids Alignment Type and Typefaces | |
| Working With Printers | |
| Printing Processes Choosing Paper Choosing Ink Binding Swipe Files Preparing Computer Layouts for Printing Preparing Print Orders | |
| Budgeting And Scheduling For Printing A Word On Desktop Publishing | |
| News Releases And Backgrounders What Is A News Release? Writing A News Release | |
| The Lead Using Quotations and Attributions Local Interest | |
| News Release Format | |
| Timing and Dating Releases | |
| Product News Releases | |
| Feature-oriented Releases | |
| Writing News Releases For Broadcast Backgrounders Fact Sheets | |
| Newsletters, Magazines, And Feature Writing Newsletters | |
| Types of Newsletters Why a Newsletter? Newsletter Content How to Set Objectives | |
| Budgeting And Scheduling For Newsletters | |
| Newsletter Articles Where Do Stories Come From? Design Considerations | |
| Magazines | |
| Content and Format Types of Articles | |
| Trade Journals Feature Writing For Newsletters And Magazines | |
| Feature Style | |
| Writing The Feature Story | |
| The Lead The Body The Ending Common Types of Features | |
| Editorial Considerations For Display Copy | |
| Writing Headlines Writing Subheads and Crossheads Writing Captions | |
| Editing Your Articles Evaluation | |
| Brochures And Other Informational Pieces Brochures | |
| Planning Your Brochure Know Your Intended Audience Determine a Format Position Your Brochure Decide on Length Fitting It All Together | |
| Other Information Pieces | |
| Flyers A quick word about posters Booklets and hybrids | |
| Annual & Social Responsibility Reports Quarterly And Other Financial Reports Annual Report Audiences Annual Report Contents Writing For Annual Reports | |
| The President's Letter The Narrative Report | |
| The Not-For-Profit Annual Report | |
| Checklist of what to include | |
| Presentation Judging Your Annual Report Social Responsibility Reports | |
| Why produce a social responsibility report? What should you report on? | |
| Writing | |
| Table of Contents provided by Publisher. All Rights Reserved. |
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