Public Relations Writing and Media Techniques / Edition 5

Public Relations Writing and Media Techniques / Edition 5

by Dennis L. Wilcox
     
 

Public Relations Writing and Media Techniques is the most comprehensive and up-to-date PR writing text available, with real-world examples of outstanding work by public relations professionals. The text thoroughly integrates new communication technologies¿the Internet, Webcasting, etc.¿and shows students the many techniques currently in use to

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Overview

Public Relations Writing and Media Techniques is the most comprehensive and up-to-date PR writing text available, with real-world examples of outstanding work by public relations professionals. The text thoroughly integrates new communication technologies¿the Internet, Webcasting, etc.¿and shows students the many techniques currently in use to reach a variety of audiences. Clearly written and well-organized, this book places emphasis on the nuts and bolts of daily work in public relations, giving students step-by-step procedures for creating and distributing a variety of successful public relations materials. An engaging and highly effective text for students, Public Relations Writing and Media Techniques is also an invaluable resource for public relations practitioners.

Product Details

ISBN-13:
9780205418497
Publisher:
Allyn & Bacon, Inc.
Publication date:
08/11/2004
Edition description:
Older Edition
Pages:
578
Product dimensions:
7.52(w) x 8.88(h) x 0.85(d)

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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