Public Relations Writing: Essential Tools for Effective Storytelling

by Valerie Fields

Overview

Public Relations Writing: Essential Skills for Effective Storytelling is a step-by-step "how-to" guide that helps learners develop and hone the skills they need to become strong writers and versatile storytellers within the Public Relations field. Author Valerie Fields uses a practical approach, providing readers with tips and checklists for producing high-quality content. Sample templates, writing exercises, and case studies in each chapter offer the opportunity to analyze and craft strategic messages for specific audiences. With a focus on storytelling, social media, and socially-conscious content, this text helps learners understand the power of words within the larger context of our ever-changing media landscape.

Product Details

ISBN-13:	9781071856468
Publisher:	SAGE Publications
Publication date:	10/01/2024
Pages:	416
Product dimensions:	7.38(w) x 9.12(h) x (d)

About the Author

Valerie "VK" Fields has taught at University of North Carolina at Chapel Hill since 2007, regularly teaching courses in public relations writing, crisis communication, and strategic writing. She has worked in PR for some of the world's most well-known organizations including Walt Disney World Resort, Mc Donald's Corporation Regional Headquarters and the Ronald Mc Donald Children's Charities of North Carolina.

Fields is the founder and chief executive of PR Pros, LLC, an award-winning public relations and content creation agency in Raleigh, North Carolina. In 2018, she received the Michael L. Herman "Excellence in Mentoring" award from the North Carolina Public Relations Society of America and in 2019 became a certified crisis communication specialist by the national Public Relations Society of America (PRSA) industry group. In 2023, Fields was honored with the Power 100 Award as one of the top 100 most influential business leaders in North Carolina, presented by Black Business Ink.

Table of Contents

1 Introduction to Public Relations Writing
Defining PR
PR in Practice
Realities of PR
Writing for PR Campaigns
Proven Writing Techniques
2 Public Relations Industry Standards and Ethics
Standards for PR
Ethics in Public Relations
Navigating Ethical Dilemmas
3 The Relevance of Associated Press (AP) Style
Using the AP Stylebook
Common AP Style Errors
Understanding the AP Stylebook Layout
AP Style Applications
4 Creating Newsworthy Content that Gets Coverage
Creating Newsworthy Content
Writing Attention-Grabbing Headlines
Elements of Newsworthiness
Newsrooms: Then and Now
Crafting Strong Media Pitches
5 PR Documents Created for the Media
News Releases
Media Advisories
Fact Sheets
Media Kits
6 Proactively Pitching and Attracting Media Coverage
Media Relations
Pitching the Media
Building a Media List or Media Database
Press Conferences as a Media Relations Tool
Writing and Assembling Media Kits
Introducing Crisis Communication and How to Leverage It
Feature Writing as a Media Relations Tool
7 Websites, Online, Social Media Content, and AI
Writing for the Web
Online Newsrooms
Web Search Engine Optimization (SEO)
Blogs
Artificial Intelligence as a Writing Tool
8 Writing Socially-Conscious Content
How to Approach Social Issues
The Role of Inclusion
How to Build Credibility With Diverse Audiences
9 The Story Behind the Image
What Are Photo Captions?
How Does the Photo Captioning Process Work for PR Professionals?
Writing Great Captions
Accessibility Considerations
10 Internal Communication Tools
PR Research and PR Planning
Conducting a SWOT Analysis
Communication Audits
PR Plans and Incorporating Metrics
Media Engagement Checklist
11 External Communication Tools
Internal and External Communication Documents
Use Feature Articles to Support PR Campaigns
For-Profit Versus Nonprofit Annual Reports
Annual Reports
Utilizing Position Statements
Writing Speeches
12 Writing to Secure PR Opportunities
Business Solicitation Documents
RFP Responses
RFP Process
Successful RFP Responses
Business Development Responsibilities
13 Promotional Writing
Promotional Writing
Broadcast News Releases (Audio and Video)
Audio and Video Production Terms
Repurposing Content
14 Writing for Action and Change
Motivating Audiences
Harnessing the Power of Storytelling
Amplifying Messages
15 Creative Content
How Advertising, Marketing and PR Differ
Controlled vs. Uncontrolled Publications
Developing Creative Content
16 Branding
Research and Writing for Brand Development
Brand Identity and Brand Building
Branding Terminology and Definitions
Protecting and Maintaining Your Brand Identity
17 Persuasion and Writing for the Masses
Ethics in Persuasion
VALS Survey and Messaging Strategy
The Progression of Persuasion: From Writing to Commitment
Three Orbits of Influence in Persuasion
Tips and Tools for Writing to the Masses
18 Writing to an Individual
Interpersonal Communication and Written Documents
Targeting PR Documents to Individuals
Create a Foolproof Writing Process

Editorial Reviews

I found this textbook to be the best one I have seen in explaining the many different types of writing a PR professional may be asked to do. It is excellent preparation for a PR career and I think a PR professional would do well to keep it on his/her desk.

Robin Street

The PR writing textbook we've all said we've wanted for years.

Heather Paige Preston

The Fields book is a fresh, realistic approach to PR writing, which is contextually sound and pragmatic in its methodology. It is contemporary, with emphasis on essential core concepts that will not quickly lose relevance. The intent of this textbook is to educate and train future practitioners in PR writing to a diverse and ever-changing culture.

Ron Sparks