Public Relations Writing Worktext A Practical Guide for the Profession

ISBN-10: 0415997542
ISBN-13: 9780415997546
Edition: 3rd 2010 (Revised)
List price: $98.99 Buy it from $68.45
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Book details

List price: $98.99
Edition: 3rd
Copyright year: 2010
Publisher: Routledge
Publication date: 9/14/2009
Binding: Paperback
Pages: 312
Size: 7.25" wide x 9.00" long x 0.75" tall
Weight: 1.188
Language: English

List of Exhibits
Preface
An Introduction to the Basics
What is Public Relations Writing?
What is Public Relations?
Types of Public Relations Writing
Communication and the Public Relations Writer
Persuasion and the Public Relations Writer
Note
References and Suggested Reading
Basics of Public Relations Writing
Grammar
Spelling
Punctuation
Sentence Structure
Word Usage
Simplicity
Style
Diversity, Bias, and Cultural Sensitivity
Legal Issues
Puffing
Corporate vs. Commercial Speech
Copyrights
Trademarks
Privacy
Defamation
Ethical Issues
Rewriting and Proofreading
Assignments
References and Suggested Reading
The Public Relations Process
The Four Phases
Research
Planning
Target Publics
Goals and Objectives
Strategies and Tactics
Budget
Timetable
Execution
Evaluation
Assignments
References and Suggested Reading
Research
Research
Secondary Research
Primary Research
Interviews
Before the Interview
Conducting the Interview
After the Interview
E-mail Interviews
Advantages
Disadvantages
Focus Groups
Surveys
Content Analysis
Additional Primary Research
Assignments
References and Suggested Reading
Planning
Planning and Message Design
Developing the Message
The Planning Outline
Type of Project
Situation
Objectives
Target Public(s)
WIN Analysis of Key Public(s)
Specific Appeal(s) to be Used
Core Message
Communication Channel
Evaluation Methods
Assignments
Note
References and Suggested Reading
Execution
News Releases
Types of News Release
Components
Body of the Release
Leads
Localizing
Formats
Broadcast Print Releases
Radio News Releases
Video News Releases
Social Media Releases
Timing
Distribution
Assignments
References and Suggested Reading
Other Media Formats
Media Alerts
Media Pitches
Public Relations Photos
Assignments
References and Suggested Reading
Backgrounders and Features
Background Materials
Fact Sheets
Backgrounders
Biographical Sketches
Features
Types of Feature
Writing the Feature
By-lined Articles
Case Studies
Matte Releases
Assignments
References and Suggested Reading
Web Sites and Social Media
Web Sites
Writing for the Web
Conceiving and Designing the Web Site
Multimedia
Online Media Rooms
Blogs
Components
Ethical Considerations
Promoting Your Online Presence
Intranets
Wikis
Assignments
References and Suggested Reading
Business Correspondence
Memoranda
Letters
E-mail
Voice Mail
Assignments
References and Suggested Reading
Reports and Proposals
Reports
Research Reports
Annual Reports
Proposals
New Business Proposal
Request for Proposals
Grant Proposals
Assignments
References and Suggested Reading
Advocacy Writing
Letters to the Editor
Op-ed Articles
Position Statements
Talking Points and Speeches
Public Service Announcements
Public Relations Advertising
Assignments
References and Suggested Reading
Promotional Publications
Newsletters
Newsletter Goals, Publics, and Strategy
Developing the Newsletter and its Content
Writing Newsletter Articles
Other Newsletter Considerations
Magazines
E-zines
Brochures
Brochure Format, Content, and Writing
Fliers and Posters
Assignments
References and Suggested Reading
Evaluation
Evaluation
The Components of Public Relations Measurement
Awareness
Media Coverage
Internet Statistics
Readership Surveys
Acceptance
Action
References and Suggested Reading
Planning Outline
Checklists
Special Events
Index

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