Public Relations Writing and Media Techniques

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More About This Book

Overview

The most comprehensive and up-to-date public relations writing text available has just been updated in its 7th edition. With real-world examples of award-winning work by PR professionals, Public Relations Writing and Media Techniques continues to help readers master the many techniques needed to reach a variety of audiences in today’s digital age. This book emphasizes the nuts and bolts of writing, producing, and distributing public relations materials through traditional and social media, making it valuable to public relation professionals and students alike.

Editorial Reviews

Booknews
This textbook examines how public relations specialists gather information, produce copy, and distribute material through different media. Topics include the laws and regulations affecting public relations practice, the ethics of persuasion, what constitutes<-->and how to generate<-->news, news releases and features, publicity photos, pitch letters, media advisories, press kits, op-ed articles, effective event management, writing a comprehensive program plan, and bottom-line evaluations of one's efforts. The new edition features material on the web, increased treatment of radio and TV, case studies from public relations campaigns, and discussion of preparing material for an organization's web site. Annotation c. Book News, Inc., Portland, OR (booknews.com)

Product Details

  • ISBN-13: 9780205211678
  • Publisher: Prentice Hall
  • Publication date: 2/7/2012
  • Edition number: 7
  • Pages: 528
  • Sales rank: 705,194
  • Product dimensions: 7.40 (w) x 9.10 (h) x 1.30 (d)

Table of Contents

Foreword
Preface
Pt. 1 The Basics of Public Relations Writing 1
Ch. 1 Preparing for Writing 3
Ch. 2 Legal and Ethical Considerations 32
Ch. 3 Persuasive Writing 58
Ch. 4 Finding and Generating News 81
Pt. 2 Writing for Mass Media 111
Ch. 5 The News Release 113
Ch. 6 The Feature Story 140
Ch. 7 Photos and Graphics 160
Ch. 8 Radio and Television 187
Ch. 9 Pitch Letters, Advisories, News Conferences and Op-Ed 219
Ch. 10 Media Lists, Mailings and the Internet 250
Ch. 11 The Basics of Media Relations 279
Pt. 3 Writing for Other Media 297
Ch. 12 Newsletters and Magazines 299
Ch. 13 Leaflets and Brochures 320
Ch. 14 Public Relations Advertising 340
Ch. 15 Letters, Direct Mail and Reports 363
Ch. 16 Speakers and Speeches 384
Ch. 17 Audiovisual Aids 405
Pt. 4 Managing Programs and Campaigns 421
Ch. 18 Meetings and Events 423
Ch. 19 Program Planning 445
Ch. 20 Program Evaluation 463
A Glossary for Public Relations Writers 483
Index 487

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