Public Relations Writing: The Essentials of Style and Format
by Bivins, ThomasEdition: 7th
Format: Paperback
Pub. Date: 2010-03-02
Publisher(s): McGraw-Hill Education
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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 PublucPublicions Writer | |
| The Process of Public Relations Writing | |
| Key Words | |
| Ethical and Legal Issues in Public Relations Writing | |
| Ethical Considerations of Persuasion | |
| Logic Fallacies | |
| Other Tactics | |
| Unethical Language Use | |
| Ethics and Ghostwriting | |
| What PRSA has to Say | |
| The Legal Aspects of Public Relations Writing | |
| Defamation | |
| Privacy | |
| Copyright | |
| Copyright and the Internet | |
| Authors' Rights | |
| User's Risks--The Bottom Line | |
| Misunderstandings Concerning Copyright | |
| Trademarks | |
| Key Words | |
| Planning and Research | |
| Developing an Issue Statement | |
| Researching the Topic | |
| Evaluating Internet Resources | |
| Purpose | |
| Consider the Source | |
| Source | |
| Content | |
| Analyzing the Target Audience | |
| Conducting Target Audience Research | |
| Audience Definition Worksheet | |
| Anticipating Audience Expectations | |
| Setting Objectives | |
| Evaluation | |
| Timeline | |
| Budgeting | |
| Constructing a Basic Budget | |
| Do You Need a Contract? | |
| Key Words | |
| Choosing the Right Message and Medium | |
| The Process of Persuasion | |
| Elaboration Likelihood Model | |
| Some Things to Note about the Elaboration Likelihood Model | |
| Some Practical Advice for the Persuader | |
| Persuasive Strategies | |
| Compliance Strategies | |
| Argument Strategies | |
| Choosing the Appropriate Medium or Media | |
| Advantages and Disadvantages of Media Selections | |
| Negotiating Media Buys | |
| Evaluating Your Media Buys | |
| Did You Get What You Paid For? | |
| Was Your Plan Effective? | |
| Learning to Adapt | |
| Key Words | |
| 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 | |
| Press Kits | |
| Cooperation is the Key | |
| Key Words | |
| News Releases and Backgrounders | |
| What is a News Release | |
| Writing a News Release | |
| The Lead | |
| Quotations and Attributions | |
| Local Interest | |
| News Release Format | |
| Timing and Dating Releases | |
| Datelines | |
| Exclusives and Specials | |
| Types of News Releases | |
| Writing News Releases for Broadcast | |
| Pitch Letters and Media Advisories | |
| Pitch letters | |
| Media Advisories | |
| Backgrounders | |
| Fact Sheets | |
| Key Words | |
| 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 | |
| Paper Choice | |
| Ink Choice | |
| Binding | |
| Swipe Files | |
| Computer Layout Preparation for Printing | |
| Print Order Preparation | |
| A Word on Desktop Publishing | |
| Print Scheduling and Budgeting | |
| Print Scheduling | |
| Print Budgeting | |
| Key Words | |
| Controlled Publications | |
| Newsletters | |
| Types of Newsletters | |
| Why a Newsletter? | |
| Newsletter Content | |
| Newsletter Objectives | |
| Scheduling and Budgeting | |
| Newsletter Articles | |
| Where Do Stories Come From? | |
| Researching Stories | |
| Design Considerations | |
| Style Sheets | |
| Magazines | |
| Content and Format | |
| Types of Articles | |
| Trade Journals | |
| Feature Writing for Newsletters and Magazines | |
| Feature Style | |
| Writing the Feature Story | |
| Common Types of Features | |
| Editorial Considerations for Display Copy | |
| Writing Headlines | |
| Writing Subheads and Crossheads | |
| Writing Captions | |
| Writing Pull Quotes | |
| Editing Your Articles | |
| Evaluation | |
| Methods of Evaluation | |
| Evaluating Your Production Schedule | |
| Brochures and other Information Pieces | |
| Brochures | |
| Planning Your Brochure | |
| Fitting It All Together | |
| Other Information Pieces | |
| Flyers | |
| Posters | |
| Booklets and Hybrids | |
| Annual Reports | |
| The Nonprofit Annual Report | |
| Key Words | |
| Television and Radio | |
| Reaching Broadcast Audiences | |
| Video News Releases | |
| Radio and Television Tapes and Actualities | |
| Interviews and Talk Shows | |
| Corporate Advertising and Public Service Announcements | |
| Writing for Television | |
| Basic Concepts | |
| Writing for the Eye | |
| Television Scripts | |
| Writing for Radio | |
| Types of Radio Announcements | |
| How to Get Your Public Service Announcements on the Air | |
| Key Words | |
| Speeches and Presentations | |
| Types of Speeches | |
| Modes of Delivery | |
| Preparation and Writing | |
| Specifying Your Purpose | |
| Analyzing Your Audience | |
| Organizing Your Speech | |
| Supporting Your Ideas | |
| Delivery | |
| The Question-and-Answer Session | |
| Presentation Materials | |
| Preparing Audiovisual Materials | |
| Scripting for Audiovisuals | |
| Key Words | |
| Writing for Web and Social Media | |
| The Changing Landscape | |
| A Quick Word about Writing for Web sites | |
| OK, Let's Get on with Web 2.0 | |
| Blogs and Blogging | |
| What to Blog About | |
| Writing Blog Posts | |
| How to Write Comments on Blogs | |
| Micro-blogging and "Twitter" | |
| How to Write Twitter Posts | |
| The Evolution of the Press Release | |
| Standard Release Format | |
| Search Engine Optimized (SEO) Releases | |
| Social Media Release (SMR) | |
| How to Write a Social Media Release | |
| Creating and Online Newsroom | |
| What to Include in Your Online Newsroom | |
| Online Newsrooms to Study | |
| Key Words | |
| Glossary | |
| Index | |
| Table of Contents provided by Publisher. All Rights Reserved. |
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