Public Relations Writing: Principles in Practice / Edition 2

by Donald Treadwell, Jill B. Treadwell

Overview

Public Relations Writing: Principles in Practice is a comprehensive core text that guides students from the most basic foundations of public relations writing-research, planning, ethics, organizational culture, law, and design-through the production of actual, effective public relations materials. The Second Edition focuses on identifying and writing public relations messages and examines how public relations messages differ from other messages.

Product Details

ISBN-13:	9781412905510
Publisher:	SAGE Publications
Publication date:	04/19/2005
Edition description:	Second Edition
Pages:	544
Product dimensions:	8.00(w) x 10.00(h) x 1.10(d)

About the Author

Donald Treadwell earned his master’s degree in communication from Cornell University and his Ph D in communication and rhetoric from Rensselaer Polytechnic Institute.

He developed and taught communication research classes in classroom and online settings as well as teaching courses in organizational communication, public relations and public relations writing.

He has published and presented research on organizational image, consumer response to college names, health professionals’ images of AIDS, faculty perceptions of the communication discipline, and employers’ expectations of newly-hired communication graduates. His research appears in Communication Monographs, Journal of Technical Writing and Communication, Public Relations Review, Journal of Human Subjectivity, and Criminal Justice Ethics.

He is professor emeritus, Westfield State University, and has international consulting experience in agricultural extension and health communication.

Jill Treadwell has 30 years experience in publications and public relations. She has managed PR campaigns for the US and international companies as well as for non-profit and educational organizations. She has a background in both writing and design and has specialized in annual reports, newsletters, brochures, and proposals directed at state and federal procurement agencies.

In addition to maintaining a private public relations consulting practice, she currently teaches public relations, public relations writing and other writing courses in both classroom and online settings at Westfield State College.

Table of Contents

Preface
Chapter 1. Theoretical Influences on Public Relations Writing
Chapter 2: Sending the Message: Writing for Style, Flow, and Credibility
Chapter 3: Ethical Influences on Public Relations Writing
Chapter 4: Cultural Influences on Public Relations Writing
Chapter 5: Research Influences on Public Relations Writing
Chapter 6: Legal Influences on Public Relations Writing
Chapter 7: Design Influences on Public Relations Writing
Chapter 8: From Principles to Planning to Practice: Business Writing, Fact Sheets, and Bios
Chapter 9: Out of Your Control...or is it?: Newswriting for the Press
Chapter 10: Under Your Control: Features and Newsletters
Chapter 11: Let's Hear It: Writing for Broadcast, Scripts, and Speeches
Chapter 12: When the News Isn't Good: Crisis Messages
Chapter 13: The Multipurpose Medium: Writing for the Web
Chapter 14: Persuasion for Mass Action: Advocacy Campaigns, Op-Eds, and PSAs
Chapter 15: Persuasion for Individual Action: Direct Mail, Brochures, and Proposals
Chapter 16: High-Profile Projects: Annual Reports, Events, and Exhibitions
Appendix A: The Value of Editing
Appendix B: Public Relations Society of America (PRSA) Code of Ethics
Appendix C: Research Methods for Public Relations Writing
Appendix D: Production Issues
Appendix E: Grammar and Style
Glossary
Index
About the Authors

Editorial Reviews

"This book integrates experiential exercises useful to understanding writing from an organizational perspective. The assignments require a student to become knowledgeable about the Internet and work as a member of a team. The text/workbook concept is very helpful if the course is taught online. The references to resources are invaluable for research. "

Bonita Dostal Neff

"Public Relations Writing is currently the best public relations writing text available. The authors offer a no nonsense approach to teaching public relations writing. The text has great explanations of how to write an assortment of public relations documents and includes examples of each. Treadwell and Treadwell also spend time dealing with the aesthetics of public relations or how documents should look (color, paper, format, etc.) as well as how they should be written. Of special note are the excellent discussions of communication theory that many of the other writing texts lack. "

Michael L. Kent

"Each chapter has clear learning objectives, excellent exercises and discussion questions, which make the book valuable for teachers, students and practitioners alike. "

The Journal of Entrepreneurship