Public Relations Writing and Media Techniques / Edition 7

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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.

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Editorial Reviews

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 (
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Product Details

  • ISBN-13: 9780205211678
  • Publisher: Pearson
  • Publication date: 2/7/2012
  • Edition number: 7
  • Pages: 560
  • Sales rank: 123,566
  • Product dimensions: 7.40 (w) x 9.10 (h) x 1.30 (d)

Table of Contents


Chapter 1: Getting Organized for Writing

The Framework of Public Relations

The Public Relations Writer

Preparation for Writing

Research: the prelude to writing

Writing Guidelines

Errors to Avoid

Chapter 2: Becoming a Persuasive Writer

Persuasion: As Old as Civilization

The Basics of Communication

Theories of Communication

Factors in Persuasive Writing

Persuasive Speaking

Persuasion and Propaganda

The Ethics of Persuasion

Chapter 3: Finding and Making News

The Challenge of Making News

What Makes News

How to Find News

How to Create News

Chapter 4: Working with Journalists and Bloggers

The Importance of Media Relations

The Media’s Dependence on Public Relations

Public Relations’ Dependence on the Media

Areas of Friction

Working with Journalists

A Media Relations Checklist

Crisis Communication


Chapter 5: Writing the News Release

The Backbone of Publicity Programs

The Value of News Releases

Planning a News Release

The Basic Components of a News Release

News Release Formats

The Traditional News Release

The Online News Release
The Multimedia News Release

Chapter 6: Preparing Fact Sheets, Advisories, Media Kits, and Pitches

Expanding the Publicity Tool Kit

Fact Sheets

Media Advisories

Media Kits

Pitching a Story

The Follow-Up

Chapter 7: Creating News Features and Op-Ed

The Value of Features

Planning a News Feature

Types of Features

Parts of a Feature

Placement Opportunities

Writing an Op-Ed

Chapter 8: Selecting Publicity Photos and Graphics

The Importance of Publicity Photos

Components of a Good Photo

Working With Photographers

Writing Photo Captions

Creating Other Graphics

Maintaining Photo and Art Files

Distributing Photos and Artwork

Chapter 9: Radio, Television, and Video

The Wide Reach of Broadcasting



Talk Shows and Product Placements

Film Features and Online Video

Chapter 10: Distributing News to the Media

Reaching the Media

Distribution of Materials

Chapter 11: Avoiding Legal Hassles

A Sampling of Legal Problems

Libel and Defamation

Invasion of Privacy

Copyright Law

Trademark Law

Regulatory Agencies

Working with Lawyers

PART III: Writing for Other Media

Chapter 12: Tapping the Web and Social Media

The Internet: Pervasive in Our Lives

The World Wide Web

The Basics of Webcasting

The Value of Social Media

The Explosion of Blogs

The Continuing Role of Traditional Media

Chapter l3 Newsletters, Brochures, and Intranets

The Value of Print Publication

The Balancing Act of Editors

Newsletters and Magazines

Online Newsletters



Annual Reports

Chapter 14 Writing E-Mail, Memos, and Proposals

The Challenge of Managing Information Overload





Chapter 15 Giving Speeches and Presentations

The Challenge of the Speaking Circuit

The Basics of Giving a Speech

Visual Aids for Presentations

Other Speech Formats

Speaker Training and Placement

Chapter 16 Using Direct Mail and Advertising

The Basics of Direct Mail

Creating A Direct Mail Package

The Basics of Public Relations Advertising

Types of Public Relations Advertising

Creating a Print Ad

Working with an Ad Agency

Other Advertising Channels


Chapter 17 Organizing Meetings and Events

A World Filled with Meetings and Events

Staff and Committee Meetings

Group Meetings


Receptions and Cocktail Parties


Trade Shows

Promotional Events

Open Houses and Plant Tours

Chapter l8 Planning Programs and Campaigns

The Value of a Writing Plan

Developing a Plan

Elements of the Plan

Submitting a Plan for Approval

Chapter l9 Measuring Success

The Importance of Measurement

Program Objectives

Measurement of Production/Distribution

Measurement of Message Exposure

Measurement of Audience Awareness

Measurement of Audience Attitudes

Measurement of Audience Action

Evaluation of Newsletters and Brochures

Writing a Measurement Report

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