Public Relations Writing: Principles in Practice - Brossura

Treadwell, Donald; Treadwell, Jill B.

9780761945994: Public Relations Writing: Principles in Practice

Brossura

ISBN 10: 0761945997 ISBN 13: 9780761945994

Casa editrice: SAGE Publications Inc, 2004

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. Now published by SAGE Publications, this edition has been updated throughout to include current events and Web addresses. Core content includes such subject areas as news and features, writing for print and broadcast, persuasive communications, newsletters and employee communication, annual reports, brochures, direct mail, global communication and the Internet. Features/Benefits * Provides the necessary principles of public relations research, planning, ethics and corporate culture, law, design, and visual thinking. * Details the many formats, audiences, and styles needed by any public relations writer, encouraging users to consider implications of writing for different media, audiences, and purposes. * Topical in-text examples keep current with student interests and user-friendly accessibility engages students without sacrificing depth and value of content. Authors Donald F. Treadwell and Jill B. Treadwell equip students with the knowledge and skills they need to build a foundational background in public relations, including a capstone events chapter that details event planning and writing for exhibits, speeches, and collateral materials. Public Relations Writing: Principles in Practice is ideal for use in public relations writing, media writing, public relations, and advanced public relations courses.

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L'autore:

Donald Treadwell earned his master’s degree in communication from Cornell University and his PhD 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.

Contenuti:

Chapter One: Introduction
Chapter Two: Public relations writing
Defining public relations and public relations writing
Public relations writing style
The value of editing: "get on with it!"
Putting theory into practice
Writing wrap-up
References and resources
End notes
Chapter Three: Research for public relations writing
Research, public relations research adn public relations writing research
Writing wrap-up
References and resources
End notes
Chapter Four: Planning
Planning tools
Writing wrap-up
References and resources
End notes
Chapter Five: Ethics and corporate culture
Ethics
Organizational culture
Writing wrap-up
References and resources
End notes
Chapter Six: Legal issues and authorities
The issues
Web rights
The agencies
The law, the future and you
Writing wrap-up
References and resources
End notes
Chapter Seven: Design issues in public relations
PR Banner
Communicating with space
Communicating with type
Communicating with graphics
Communicating with color
Special option
Production: Working with your printer
Writing wrap-up
References and resources
End notes
Chapter Eight: From preparation to practice
Writing to your publics: Audience-centered thinking
Writing to a purpose
Learning about your employers
Writing wrap-up
References and resources
Chapter Nine: Newswriting for the mass media
Using the media effectively: More than making the six o'clock news
Where to place the release: Specific media selection
Writing and placing news releases
Newswriting for the press
Newswriting for broadcast media
Newswriting in a crisis: When the news isn't good
Distributing your release: How to get the word out
Why are YOU writing the release, or producing the video?
SUCCESS! Measuring the results
Writing wrap-up
References and resources
End notes
Chapter 10: Writing for media under your control
Using controlled media for "news"
Scriptwriting: Writing for sounds and visuals
Newsletters
Annual reports
Writing wrap-up
References and resources
End notes
Chatper Eleven: Writing to Persuade
Centuries of persuasion
Public relations writing in context
Simplifying persuasion theory
Bringing it all together
From theory into practice
Writing wrap-up
References and resources
End notes
Chapter Twelve: Writing for the global audience
Intercultural communication
Writing for the World Wide Web
Public relations on the Web
The Web as a public relations medium
Writing wrap-up
References and resources
End notes
Chapter Thirteen
Celebrations, grand openings and annual meetings
Information kits: Media, sales, educational and public
Industry conferences, exhibitions, conventions and trade fairs
Writing wrap-up
End notes
Appendix A: Reserach methods for public relations writng
Appendix B: Code of Professional Standards for the Practice of Public Relations
Appendix C: Some thoughts on law and regulations
Appendix D: Printing issues
Appendix E: Grammar, usage, and punctuation

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