The Public Relations Writer's Handbook: The Digital Age / Edition 2

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Overview

The first edition of the Public Relations Writer's Handbook hasbecome the gold standard reference in the PR industry. However,since the book was first published, the digital revolution haschanged the way we live and do business. Computers, e-mail, cellphones, and the World Wide Web have become a part of everydaylife.

The second edition of The Public Relations Writer's Handbookoffers a simple, step-by-step approach to creating a wide range ofwriting, from basic news releases, pitch letters, biographies, andmedia alerts, to more complex and sophisticated speeches, mediacampaign proposals, crisis responses, and in-house publications. Inaddition, the thoroughly expanded and updated second edition showshow to keep up with the best practices of the public relationsprofession, as well as with the speed made possible and required bythe digital age.

The Public Relations Writer's Handbook is a handy guide for PRwriters who must communicate ideas, information, and emotions in aclear, concise, accurate, and credible manner in many styles,tones, and voices, for many different audiences. The Handbook helpsto simplify and demystify the writing process, so that your skillscan be honed and your talent developed.

In this extraordinary resource, authors Merry Aronson, DonSpetner, and Carol Ames offer their secrets to cracking the publicrelations barriers and getting your message heard by as wide apublic as possible.

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What People Are Saying

From the Publisher
“Essential for any PR professional.  Well written and easy to understand.”

—Richard Edelman, president and CEO, Edelman Public Relations Worldwide

 

 

“Despite all the rapid advances in technology, good writing is still the key to effective communications. And good writing comes from clear thinking. This book provides an excellent, step-by-step approach to both.”—Jon Iwata, senior vice president, Communications, IBM

 

“Good writing is still at the core of all great communications campaigns, and this book provides aspiring and experienced practitioners with practical guidelines and effective approaches to consider.”—Andy Polansky, president, Weber Shandwick Worldwide

 

“This is a practical, direct, and easy-to-use handbook for public relations writing, authored by top communications professionals.  It’s a must-read for anyone serious about a successful career in public relations.”—Carl Folta, executive vice president, Corporate Communications, Viacom, Inc.

 

“This book offers no-nonsense, straight-ahead advice on how to compete and win in today’s digital world of public relations.”— Paula D. Woodley, lecturer, Annenberg School for Communications, University of Southern California

 
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Product Details

  • ISBN-13: 9780787986315
  • Publisher: Wiley
  • Publication date: 3/23/2007
  • Edition description: Revised Edition
  • Edition number: 2
  • Pages: 368
  • Sales rank: 645,141
  • Product dimensions: 6.44 (w) x 9.09 (h) x 1.23 (d)

Meet the Author

Merry Aronson is the founder and director of MerryMedia, aLos Angeles–based entertainment marketing and PR firm. Shehas worked as a journalist, entertainment publicist, and networktelevision promotion executive, and has taught PR writing at NewYork University and University of California, Los Angeles.

Don Spetner is senior vice president for Global Meetingand Communications at Korn/Ferry International. He was named an"Industry All Star" by Inside PR magazine, and his essays oncommunications have been published in The Journal of CorporatePublic Relations and PRWeek.

Carol Ames teaches entertainment studies and publicrelations on the faculty of California State University, Fullerton.She is an experienced independent public relations professional andexecutive producer of movies for television.

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Table of Contents

Introduction.

1. Public Relations Goes Digital ~MS.

A Few Words About the Truth.

A Few Words About Grammar.

E-Mail Is Not Private; E-Mail Is Forever.

A Few Words About Style.

Chapter Recap.

2. News Releases, Photo Captions, and Media Kits: Making YourStory Newsworthy.

Inverted-Pyramid News Style.

Trade Versus Consumer Press.

Adjusting Your Style: Consumer Versus Trade.

Before You Write.

Research.

Conforming to a Standard Style.

Content.

The Appointment Release.

The Product Release.

Lifestyle, Trend, and Survey Releases.

Localizing a National Release.

The Delayed or Feature-Style Lead.

Quotations.

Photos, Samples, and Review Copies.

Style and Form.

The Q&A.

Photos.

Media Kits.

Approvals.

Chapter Recap.

3. The Pitch: Creating Media Interest.

Stage One: Analyze the Subject, and Identify the Target.

Stage Two: Call the Editor.

Stage Three: Write Your Pitch.

Stage Four: Follow Up.

Chapter Recap.

4. The Biography and Backgrounder: Bringing Your Subject toLife.

Biographies.

Obituaries.

Backgrounders.

Writing the Bio.

Fact Sheets.

Time Lines.

Bibliographies.

Chapter Recap.

5. Speech Writing: From Your Pen to Their Lips.

Speech Writing I: Eleven Steps.

Speech Writing II: Technical Guidelines.

Chapter Recap.

6. Multimedia and PowerPoint Presentations.

Illuminating Difficult Subjects.

The Script.

Coordinating Text and Slides.

Impact and Continuity.

Putting It All Together: Rehearsal.

Audiovisual Presentations.

Chapter Recap.

7. Writing for Broadcast: Communicating with Video andSound.

Pitch Letters and News Releases.

Creating Scripts for Electronic Media Kits.

Chapter Recap.

8. Special Events: The Art of Getting Noticed.

News Conference.

Press Junket.

Publicity Tour.

Chapter Recap.

9. Financial Writing.

Learn the Basics of Business.

Follow SEC Reporting Requirements.

Confidentiality and Insider Trading.

Regulation FD (Fair Disclosure).

Investor Relations Department.

Plain English: The Official Style of the SEC.

Business Release.

Quarterly Earnings Release.

Quarterly Conference Call.

Annual Report.

Annual Meeting.

Chapter Recap.

10. Publications: The Editorial Stage.

Editorial Considerations.

Newsletters.

Corporate Brochures.

Assigning Stories.

Establishing Editorial Guidelines.

Other Concerns: Format, Timeliness, Style, Approvals, andCopyright.

Production.

Files and File Copies.

Chapter Recap.

11. Writing for the Internet.

E-Mail, Instant Messaging, Paging, and Wireless Internet.

Web Sites.

Blogs and the Blogosphere.

Chapter Recap.

12. Responsive Writing: Setting the Record Straight.

Letters to the Editor.

Web Responses.

Guest Editorials.

Chapter Recap.

13. Crisis Communications and Official Statements:Preparingfor a Crisis.

Official Statements.

Talking Points.

Crisis Media Plan.

Anticipating Needs in a Crisis.

Disclosure.

Crisis Releases.

Minimizing Negative Reports.

  Threatened or Ongoing Litigation / Chapter Recap.

14. Program Writing: Selling Your Concept to theClient.

Structure of a Public Relations Program.

Introduction or Situation Analysis.

Objectives.

Target Audiences.

Strategies.

Activities.

Management, Staffing, Administration, Tracking, andEvaluation.

Budget.

Chapter Recap.

Appendix A: Research and Interview Techniques.

Appendix B: Grammar References.

Glossary.

References.

Index.

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  • Anonymous

    Posted February 25, 2009

    Useful Writer's Book for Those in Public Relations.

    There are so few books on the market today for public relations writers. There is the old stand by of the AP Handbook but it is nice to have a book written for those of us who didn't care to major in journalism. This is a book that is good to have with the AP Handbook and to be used in conjunction with it. Definitely add this one to your library if you are a writer.

    1 out of 1 people found this review helpful.

    Was this review helpful? Yes  No   Report this review
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