Public Relations Writing and Media Techniques

Public Relations Writing and Media Techniques

by Dennis L. Wilcox
     
 

This textbook explains how to write public relations materials and where they fit in the larger public relations process. Wilcox (San Jose State University) outlines the structure and content of a news release, fact sheet, pitch letter, media kit, invitation to a product launch, newsletter, direct mail package, and speech. The fifth edition updates exposure to… See more details below

Overview

This textbook explains how to write public relations materials and where they fit in the larger public relations process. Wilcox (San Jose State University) outlines the structure and content of a news release, fact sheet, pitch letter, media kit, invitation to a product launch, newsletter, direct mail package, and speech. The fifth edition updates exposure to internet sources, and discusses recent product promotions. Annotation ©2004 Book News, Inc., Portland, OR

Product Details

ISBN-13:
9780205676903
Publisher:
Allyn & Bacon, Inc.
Publication date:
04/28/2010

Table of Contents

Foreword
Preface
Pt. 1The Basics of Public Relations Writing1
Ch. 1Preparing for Writing3
Ch. 2Legal and Ethical Considerations32
Ch. 3Persuasive Writing58
Ch. 4Finding and Generating News81
Pt. 2Writing for Mass Media111
Ch. 5The News Release113
Ch. 6The Feature Story140
Ch. 7Photos and Graphics160
Ch. 8Radio and Television187
Ch. 9Pitch Letters, Advisories, News Conferences and Op-Ed219
Ch. 10Media Lists, Mailings and the Internet250
Ch. 11The Basics of Media Relations279
Pt. 3Writing for Other Media297
Ch. 12Newsletters and Magazines299
Ch. 13Leaflets and Brochures320
Ch. 14Public Relations Advertising340
Ch. 15Letters, Direct Mail and Reports363
Ch. 16Speakers and Speeches384
Ch. 17Audiovisual Aids405
Pt. 4Managing Programs and Campaigns421
Ch. 18Meetings and Events423
Ch. 19Program Planning445
Ch. 20Program Evaluation463
A Glossary for Public Relations Writers483
Index487

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