Public Relations Writing: The Essentials of Style and Format - Brossura

Bivins, Thomas

Brossura

ISBN 10: 0073511927 ISBN 13: 9780073511924

Casa editrice: McGraw-Hill Education, 2007

Riassunto

This text equips students with the essential skills for developing and writing public relations materials, covering all areas of public relations writing--including news releases, backgrounders, newsletter and magazine articles, brochures, print advertising copy, and broadcast scripts. Recent technological changes are also covered to give students an understanding of how technology impacts the public relations industry. In the constantly changing world of public relations, the text continues to stress the need for public relations professionals to communicate more effectively to all audiences.

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Contenuti

PREFACE

CHAPTER 1: WRITING FOR PUBLIC RELATIONS

WHAT IS PUBLIC RELATIONS?

WHAT IS PUBLIC RELATIONS WRITING?

THE TOOLS OF THE PUBLIC RELATIONS WRITER

THE PROCESS OF PR WRITING

CHAPTER 2: PLANNING AND RESEARCH

DEVELOPING AN ISSUE STATEMENT

RESEARCHING THE TOPIC

INTERNET RESEARCH

ANALYZING THE TARGET AUDIENCE

AUDIENCE DEFINITION WORKSHEET

SETTING OBJECTIVES

EVALUATION SECTION

BUDGETING SECTION

CHAPTER 3: CHOOSING THE RIGHT MESSAGE AND MEDIUM

THE PROCESS OF PERSUASION

ELABORATION LIKELIHOOD MODEL

CHOOSING THE APPROPRIATE MEDIUM OR MEDIA

MEDIA ADVANTAGES AND DISADVANTAGES

BUDGETING FOR AND BUYING MEDIA

LEARNING TO ADAPT

CHAPTER 4: MEDIA RELATIONS AND PLACEMENT

WHAT IS NEWS?

WORKING WITH THE MEDIA

MEDIA PLACEMENT

USING PRESS KITS

COOPERATION IS THE KEY

CHAPTER 5: DESIGN, PRINTING, AND DESKTOP PUBLISHING

DESIGN: WHAT IT IS AND WHY IT MIGHT BE GREEK TO YOU

DESIGNING PUBLIC RELATIONS MATERIALS

PRINCIPLES OF DESIGN

WORKING WITH PRINTERS

BUDGETING AND SCHEDULING FOR PRINTING

A WORD ON DESKTOP PUBLISHING

CHAPTER 6: NEWS RELEASES AND BACKGROUNDERS

WHAT IS A NEWS RELEASE?

WRITING A NEWS RELEASE

NEWS RELEASE FORMAT

PRODUCT NEWS RELEASES

WRITING NEWS RELEASES FOR BROADCAST

BACKGROUNDERS

FACT SHEETS

CHAPTER 7: NEWSLETTERS, MAGAZINES, AND FEATURE WRITING

NEWSLETTERS

BUDGETING AND SCHEDULING FOR NEWSLETTERS

MAGAZINES

TRADE JOURNALS

FEATURE WRITING FOR NEWSLETTERS AND MAGAZINES

WRITING THE FEATURE STORY

EDITORIAL CONSIDERATIONS FOR DISPLAY COPY

EDITING YOUR ARTICLES

EVALUATION

CHAPTER 8: BROCHURES AND OTHER INFORMATIONAL PIECES

BROCHURES

OTHER INFORMATION PIECES

CHAPTER 9: ANNUAL & SOCIAL RESPONSIBILITY REPORTS

QUARTERLY AND OTHER FINANCIAL REPORTS

ANNUAL REPORT AUDIENCES

ANNUAL REPORT CONTENTS

WRITING FOR ANNUAL REPORTS

THE NOT-FOR-PROFIT ANNUAL REPORT

PRESENTATION

JUDGING YOUR ANNUAL REPORT

SOCIAL RESPONSIBILITY REPORTS

WRITING FOR SOCIAL RESPONSIBILITY REPORTS

CHAPTER 10: PRINT ADVERTISING

WRITING PRINT ADVERTISEMENTS

FORMATTING PRINT ADS

CHAPTER 11: TELEVISION AND RADIO

REACHING BROADCAST AUDIENCES

WRITING FOR TELEVISION

WRITING FOR RADIO

CHAPTER 12: SPEECHES AND PRESENTATIONS

TYPES OF SPEECHES

MODES OF DELIVERY

PREPARATION AND WRITING

DELIVERY

HANDLING THE Q & A SESSION

USING PRESENTATION MATERIALS

CHAPTER 13: COMPUTER WRITING AND THE INTERNET

WRITING ON A COMPUTER

WRITING FOR THE COMPUTER

INTRODUCTION TO WEB DELIVERY SYSTEMS

HOW A WEB SITE WORKS

DESIGNING A WEB SITE

RESOURCES FOR DEVELOPING A WEB SITE

TIPS FOR CHOOSING A WEB DESIGNER

WEB SITE HOSTING

PUBLICIZING YOUR WEB SITE

GUIDELINES FOR WEB SITE CREDIBILITY

BUDGETING FOR WEB DEVELOPMENT

WEB WRITING FOR MANY INTEREST LEVELS

BLOGS AND BLOGGING

WEB CONFERENCING AND SEMINARS

CHAPTER 14: ETHICAL AND LEGAL ISSUES IN PUBLIC RELATIONS WRITING

THE LEGAL ASPECTS OF PR WRITING

COPYRIGHT AND THE INTERNET SECTION INSERTED HERE

Product Description

Book by Bivins Thomas

Dettagli dell'edizione

• Editore: McGraw-Hill Education
• Data di pubblicazione: 2007
• Lingua: Inglese
• ISBN 10: 0073511927
• ISBN 13: 9780073511924
• Rilegatura: Copertina flessibile
• Numero edizione: 6
• Numero di pagine: 377
• Contatto del produttore: non disponibile
• Persona responsabile: Ufficio Anagrafiche Messaggerie; 0039 0245774342; ufficio.anagrafiche@meli.it; ; Via Verdi, 8.; Assago Milano; 20090; Italia