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PUBLIC RELATIONS WRITING: FORM AND STYLE 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 principles 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: emails, memos, letters, reports and proposals, backgrounders and position papers. Part Four covers writing for mass media. Much of this section has changed to reflect the impact of technology on media. Part Five covers more complex public relations writing functions, including media kits, media pitches, print and online newsletters, brochures, magazines, including those online, and annual reports. The chapter on crisis communication now includes the planning process that can be used to handle campaigns and crises.
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. Email, Memos, 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 Sites. Part Five: WRITING FOR A MEDIA MIX. 15. Media Kits and Media Pitches. 16. Speeches and Other Presentations. 17. Newsletters. 18. Brochures. 19. Magazines and Annual Reports. 20. Crisis Communication and the Planning Process. Appendix A. Readability Formulas. Appendix B. Copyfitting.