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The practice of public relations has become increasingly complex — practioners need more than “technical skills” to succeed, they need critical thinking, rhetorical and communication skills to adapt to sophisticated technological and diverse environments. Public Relations Writing: A Rhetorical Approach shows readers that successful communication through any platform, from blogs to brochures, requires compelling prose and the ability to use language effectively.
By incorporating chapters that focus both on ideas and communication principles, as well as practical knowledge of an assortment of writing contexts, Public Relations Writing: A Rhetorical Approach prepares you for the dynamic field of public relations.
Chapter One: Introduction to Public Relations Writing
Chapter Two: The Role of Rhetoric in Communication
Chapter Three: The Importance of Editing and Proofreading
Chapter Four: What Difference Does it Make How it Looks?
Chapter Five: Writing for Print, Broadcast, and the Web
Chapter Six: Creating Persuasive Messages
Chapter Seven: The Basics of Public Relations Research
Chapter Eight: Archival Research and Technology
Chapter Nine: Speeches and Professional Presentations
Chapter Ten: Dialogic Communication: An ethical and moral approach to Public Relations
Chapter Eleven: Writing for international and intercultural audiences
Chapter Twelve: Important public relations software
Chapter Thirteen: Ethics and regulatory issues