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| About the Authors | |
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| Introduction | |
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| Public Relations Goes Digital | |
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| A Few Words About the Truth | |
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| A Few Words About Grammar | |
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| E-Mail Is Not Private; E-Mail Is Forever | |
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| A Few Words About Style | |
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| Chapter Recap | |
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| News Releases, Photo Captions, and Media Kits: Making Your Story Newsworthy | |
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| Inverted-Pyramid News Style | |
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| Trade Versus Consumer Press | |
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| Adjusting Your Style: Consumer Versus Trade | |
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| Before You Write | |
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| Research | |
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| Conforming to a Standard Style | |
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| Content | |
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| The Appointment Release | |
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| The Product Release | |
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| Lifestyle, Trend, and Survey Releases | |
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| Localizing a National Release | |
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| The Delayed or Feature-Style Lead | |
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| Quotations | |
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| Photos, Samples, and Review Copies | |
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| Style and Form | |
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| The Q&A | |
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| Photos | |
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| Media Kits | |
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| Approvals | |
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| Chapter Recap | |
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| The Pitch: Creating Media Interest | |
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| Analyze the Subject, and Identify the Target | |
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| Call the Editor | |
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| Write Your Pitch | |
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| Follow Up | |
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| Chapter Recap | |
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| The Biography and Backgrounder: Bringing Your Subject to Life | |
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| Biographies | |
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| Obituaries | |
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| Backgrounders | |
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| Writing the Bio | |
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| Fact Sheets | |
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| Time Lines | |
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| Chapter Recap | |
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| Speech Writing: From Your Pen to Their Lips | |
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| Eleven Steps | |
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| Technical Guidelines | |
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| Chapter Recap | |
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| Multimedia and PowerPoint Presentations | |
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| Illuminating Difficult Subjects | |
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| The Script | |
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| Coordinating Text and Slides | |
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| Impact and Continuity | |
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| Putting It All Together: Rehearsal | |
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| Audiovisual Presentations | |
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| Chapter Recap | |
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| Writing for Broadcast: Communicating with Video and Sound | |
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| Pitch Letters and News Releases | |
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| Creating Scripts for Electronic Media Kits | |
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| Chapter Recap | |
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| Special Events: The Art of Getting Noticed | |
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| News Conference | |
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| Press Junket | |
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| Publicity Tour | |
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| Chapter Recap | |
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| Financial Writing | |
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| Learn the Basics of Business | |
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| Follow SEC Reporting Requirements | |
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| Confidentiality and Insider Trading | |
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| Regulation FD (Fair Disclosure) | |
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| Investor Relations Department | |
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| Plain English: The Official Style of the SEC | |
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| Business Release | |
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| Quarterly Earnings Release | |
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| Quarterly Conference Call | |
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| Annual Report | |
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| Annual Meeting | |
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| Chapter Recap | |
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| Publications: The Editorial Stage | |
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| Editorial Considerations | |
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| Newsletters | |
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| Corporate Brochures | |
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| Assigning Stories | |
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| Establishing Editorial Guidelines | |
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| Other Concerns: Format, Timeliness, Style, Approvals, and Copyright | |
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| Production | |
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| Files and File Copies | |
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| Chapter Recap | |
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| Writing for the Internet | |
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| E-Mail, Instant Messaging, Paging, and Wireless Internet | |
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| Web Sites | |
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| Blogs and the Blogosphere | |
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| Chapter Recap | |
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| Responsive Writing: Setting the Record Straight | |
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| Letters to the Editor | |
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| Web Responses | |
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| Guest Editorials | |
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| Chapter Recap | |
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| Crisis Communications and Official Statements: Preparing for a Crisis | |
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| Official Statements | |
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| Talking Points | |
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| Crisis Media Plan | |
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| Anticipating Needs in a Crisis | |
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| Disclosure | |
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| Crisis Releases | |
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| Minimizing Negative Reports | |
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| Threatened or Ongoing Litigation | |
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| Chapter Recap | |
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| Program Writing: Selling Your Concept to the Client | |
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| Structure of a Public Relations Program | |
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| Introduction or Situation Analysis | |
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| Objectives | |
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| Target Audiences | |
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| Strategies | |
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| Activities | |
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| Management, Staffing, Administration, Tracking, and Evaluation | |
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| Budget | |
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| Chapter Recap | |
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| Research and Interview Techniques | |
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| Grammar Reference | |
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| Glossary | |
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| References | |
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| Index | |