Now fully updated to reflect the current realities of the public relations field (including the emerging importance of graphic design and the use of the Web), this revision of Newsom and Carrell's practical text covers all aspects of public relations writing. The book offers the practical approach one would expect to find in a trade book, but uses the principles and theories of public relations to give students what they need to write with understanding and purpose. Part One provides the background for all public relations writing tasks by explaining how this kind of writing is unique and by exploring the legal and ethical obligations. Part Two is the writing principle section, which covers both style and techniques. Part Three begins with basic public relations writing assignments that students are likely to be exposed to early in their jobs: letters, e-mail, memos, and eventually reports and proposals, backgrounders and position papers. Part Four covers writing for mass media. Part Five covers the more complex public relations writing—including media kits, newsletters, brochures, magazines, annual reports, and crisis communication.
PART ONE: PR WRITING: ROLE AND RESPONSIBILITY. 1. Public Relations and the Writer. 2. Ethical and Legal Responsibilities of the PR Writer. 3. Persuasion. 4. Research for the Public Relations Writer. PART TWO: WRITING PRINCIPLES. 5. Writing to Clarify and Simplify the Complex: Style and Content. 6. Grammar, Spelling, and Punctuation. PART THREE: WRITING FOR SELECT AUDIENCES. 7. Memos, E-mail and Letters, Reports and Proposals. 8. Backgrounders and Position Papers. PART FOUR: WRITING FOR MASS MEDIA AUDIENCES. 9. News Releases for Print Media. 10. News for Broadcasting. 11. Features for Print and Broadcasting. 12. Message Design Concepts.13. Writing Advertising Copy. 14. Writing for Web Pages. PART FIVE: WRITING FOR SPECIAL AUDIENCES. 15. Writing for a Media Mix. 16. Speeches and Other Presentations. 17. Newsletters. 18. Brochures. 19. Magazines and Annual Reports. 20. Crisis Communication. Appendix A: Readability Formulas. Appendix B: Copyfitting. Appendix C. Compliances. Index.