Public Relations Writing(Series in Mass Communication and Journalism): Form and Style / Edition 7

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Overview

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.

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Product Details

Meet the Author

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 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.

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