Writing PR: A Multimedia Approach / Edition 1

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Overview

Writing PR: A Multimedia Approach is designed to teach effective and creative public relations writing through critical thinking tips, vivid examples and expert perspectives. Students who use Writing PR: A Multimedia Approach will gain confidence in their ability to write and design across media platforms–an increasingly necessary skill - through carefully-laid repetition of key ideas, step-by-step guidance, tip boxes, and realistic examples ranging from student portfolios to top professionals' files.

Exciting Features:

  • “Food for Thought” feature found at the beginning of each chapter allows students to apply their own observations to specific topics, helps teachers gauge their students' knowledge, and promotes critical thinking.
  • Case studies from PRWeek magazine in every chapter highlight contemporary campaigns and help students understand the real-world application of PR concepts.
  • “Concepts to Keep” feature reinforces students' understanding of key topics and summarizes main ideas.
  • Writing assignments at the end of chapters help students develop writing fluency and practice specific skills in applied situations.
  • Text-specific companion website features online exercises, updated profiles, and links to professional groups in the field.
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Product Details

  • ISBN-13: 9780801333378
  • Publisher: Pearson
  • Publication date: 11/5/2003
  • Edition description: New Edition
  • Edition number: 1
  • Pages: 416
  • Product dimensions: 7.00 (w) x 9.10 (h) x 0.90 (d)

Table of Contents

I. FRAMEWORKS FOR PUBLIC RELATIONS WRITING.

1. Public Relations: Professional Outlooks and Historical Outlooks.
2. Public Relations and the Writing Process.
3. Backgrounders.
4. News Releases: The Most Important Writing Tools.
5. Media Lists: Targeting News for Results.
6. Media Relations: Ethical Standards and Considerations.

II. GRAPHICS AND THE MERGER OF WORD AND IMAGE.

7. Technology and PR Writing.
8. Defining Visual Style.
9. Processing the Page: Design Stages.
10. Features, Magazines, and Trade Publications.
11. Brochures, Newsletters, and Direct Marketing.

III. EXPANDING PUBLIC RELATIONS WRITING THROUGH TECHNOLOGY.

12. Public Speaking and Presentations.
13. Advertising PR: Creating Print Public Service Announcements.
14. Streaming Media and Broadcast Models: Writing for Radio and TV Contexts.

IV. WRITING AND STRATEGIC PUBLIC RELATIONS MANAGEMENT.

15. Planning the Special Event.
16. Style and Structure: Decoding Grammar, Usage, and Stylebooks.
17. Crisis Public Relations: Preparing and Writing for the Unexpected.
Appendix.
Glossary.
Bibliography.

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