Public Relations Writing: Form & Style (with Errata Sheet) / Edition 8

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Overview

PUBLIC RELATIONS WRITING: FORM AND STYLE combines the practical approach of a trade book with the fundamental principles and theories of Public Relations to provide you with the essential techniques and methods needed to write with understanding and purpose. This text guides you through a logical progression of PR writing, starting with an explanation of how this kind of writing is unique and by exploring the legal and ethical obligations. The writing principles section, which covers both style and techniques, is followed by Public Relations writing assignments that you'll likely have to do in your early jobs: emails, memos, letters, reports and proposals, backgrounders and position papers. Writing for mass media and the more complex public relations writing functions, including media kits, media pitches, print and online newsletters, brochures, magazines, including those online, and annual reports are also covered in this comprehensive guide.

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Product Details

  • ISBN-13: 9780495566762
  • Publisher: Cengage Learning
  • Publication date: 9/4/2007
  • Edition description: Older Edition
  • Edition number: 8
  • Pages: 480
  • Product dimensions: 7.54 (w) x 9.21 (h) x 0.86 (d)

Meet the Author

Doug Newsom, Emeritus, professor of journalism at Texas Christian University, is the senior coauthor of THIS IS PR and PUBLIC RELATIONS WRITING, 9E. She also is the coauthor of three other books and the author of two more. She serves as a member of the Commission on Public Relations Education, is a former chair of PRSA's College of Fellows, and is a past chair of the Accrediting Committee for the Accrediting Council on Education for Journalism and Mass Communications. She has been president of the Association for Education in Journalism and Mass Communication, Southwest Education Council for Journalism and Mass Communication, Texas Public Relations Association, and the Dallas and Fort Worth chapters of PRSA. Dr. Newsom has been national faculty advisor to PRSSA. She has been head of the PR Division of AEJMC and served as chair of its former PR division heads. Awards include the Institute for Public Relations' Pathfinder, PRSA Outstanding Educator, Public Relations Foundation of Texas's Educator of the Year Award, Texas Public Relations Association's Golden Spur, and Association of Women in Communications Headliner. She has served Fulbrights in India and Singapore; presented workshops in South Africa, Hungary, Bulgaria, Poland, and Vanuatu; and taught in Latvia and England. She has been chair of the Fulbright discipline committee, served 18 years on a gas research institute's advisory council, and was one of the first women elected to the board of a publicly held company where she served 24 years until reaching mandatory retirement age.

Jim Haynes is Director of Research, Senior Consultant and a member of the Board of Directors of QuickSilver Interactive Group, Inc. of Dallas, Texas. Accredited in Public Relations (APR) he is a member of Public Relations Society of America's College of Fellows and is a Certified Records Manager. He served on the Universal Accreditation Board, which is responsible for accreditation for PRSA and eight participating organizations. Former Assistant Dean in the College of Communication at The University of Texas at Austin (UT) he taught public relations at Texas State University-San Marcos, UT, Southern Methodist University and Texas Christian University. He also has spoken at professional conferences and led seminars and workshops throughout the USA, Canada, England and Norway. Co-founder of the Public Relations Foundation of Texas, he served as chairman of that organization as well as president of Texas Public Relations Association (TPRA) and the North Texas (now Dallas) Chapter of PRSA. He has received numerous national, state and local awards from public relations organizations, including lifetime membership in TPRA. Through his consultancy, Jim Haynes Consulting, he provides consulting services to clients that have included major corporations throughout the United States, as well as associations, municipalities, state agencies and non-profit organizations in the USA, Canada, Norway and Sweden. He worked with the Norwegian Institute of Journalism for 20 years, coordinating a two-week short course for Norwegian newspaper editors at The University of Texas at Austin.

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Table of Contents

Part I: 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. 5. The Public Relations Planning Process. Part II: WRITING PRINCIPLES. 6. Writing to Clarify and Simplify the Complex: Style and Content. 7. Grammar, Spelling and Punctuation. Part III: WRITING FOR SELECT PUBLICS. 8. Email, Memos, Letters, Reports and Proposals. Part IV: WRITING FOR MASS MEDIA PUBLICS. 9. News Releases for Print Media. 10. News for Broadcasting. 11. Features for Print and Broadcasting. 12. Message Design Concepts. 13. Writing Advertising Copy. Part V: WRITING FOR A MEDIA MIX. 14. Writing for the Internet. 15. Media Kits and Media Pitches. 16. Speeches and Other Presentations. 17. Newsletters. 18. Brochures. 19. Magazines and Annual Reports. 20. Crisis Communication. Appendix A: Readability Formulas. Appendix B: Copy Fitting.

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