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.
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
