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Updated to reflect the current technologies and practices of today's PR professional, the contents of this third edition: address principles of effective writing useful in all disciplines, focus on news as the bridge an organization builds to its various publics, overview a variety of writing formats and environments that provide an internal or controlled approach. Laying the foundation for an integrated approach that touches on public relations advertising and direct mail, the text concludes with a presentation of the variety of PR writing styles and approaches that form an integrated communications package. In its current, comprehensive and accessible approach. Becoming a Public Relations Writer will be an invaluable resource for future and current publicrelations practitioners.
About the Author:
Ronald D. Smith is Chair of the Communication Department and Professor of Public Communication at Buffalo State College
Contents: Preface. Part I: Principles of Effective Writing. Writing...and What It Means to You. Effective Writing. Communication Theory and Persuasion. The Writing Process. Part II: Public Relations Writing Through Journalistic Media. News and the Public Relations Writer. News Releases. Broadcast Media. Organizational Features. Advocacy and Opinion. Part III: Public Relations Writing Through Organizational Media. Fliers, Brochures and Web Sites. Newsletters and Corporate Reports. Direct-Mail Appeals. Public Relations Advertising. Speeches and Interviews. Part IV: Pulling It All Together. Information Kits. Writing for News Conferences. Appendices: Common Sense Stylebook for Public Relations Writers. Copy Editing. Careers in Public Relations. Professional Organizations. Ethical Standards.