Public Relations Writing Principles in Practice

ISBN-10: 1412905516
ISBN-13: 9781412905510
Edition: 2nd 2005 (Revised)
List price: $120.00 Buy it from $16.55 Rent it from $14.15
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Description: Check out the Companion Student Study Site! "Public Relations Writing is currently the best public relations writing text available. The authors offer a no nonsense approach to teaching public relations writing. The text has great explanations  More...

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Book details

List price: $120.00
Edition: 2nd
Copyright year: 2005
Publisher: SAGE Publications, Incorporated
Publication date: 4/19/2005
Binding: Paperback
Pages: 544
Size: 7.75" wide x 9.75" long x 0.75" tall
Weight: 2.574
Language: English

Check out the Companion Student Study Site! "Public Relations Writing is currently the best public relations writing text available. The authors offer a no nonsense approach to teaching public relations writing. The text has great explanations of how to write an assortment of public relations documents and includes examples of each. Treadwell and Treadwell also spend time dealing with the aesthetics of public relations or how documents should look (color, paper, format, etc.) as well as how they should be written. Of special note are the excellent discussions of communication theory that many of the other writing texts lack." -Michael L. Kent, Montclair State University "This book integrates experiential exercises useful to understanding writing from an organizational perspective. The assignments require a student to become knowledgeable about the Internet and work as a member of a team. The text/workbook concept is very helpful if the course is taught online. The references to resources are invaluable for research." -Bonita Dostal Neff, Ph.D., Valparaiso University 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. The Second Edition focuses on identifying and writing public relations messages and examines how public relations messages differ from other messages. Public Relations Writing begins with an overview of the principles of basic strategic communication decision-making, followed by chapters that apply these strategies and practices of writing public relations messages for multiple audiences. Authors Donald Treadwell and Jill B. Treadwell examine the macro-level understanding of societal factors that affect the relationships between organization and audience and the micro-level understanding of language and its applications that leads to elegant, finely-tuned, effective messages. New to the Second Edition Companion Student Study Site includes: special Web exercises, chapter-by chapter lists of academic and professional resources, as well as readings, charts, forms and topical examples to keep the text fresh and current Covers foundational theory at the beginning of the text with references and applications woven throughout the book Includes chapters devoted exclusively to writing for the Web, crisis, and voice Provides more examples from the corporate, government, sports and entertainment, education and nonprofit sectors Includes multiple samples from the same organizations to demonstrate a common public relations message across writing genres Demonstrates how clients operate in the real world rather than a fictitious location Includes new and revised exercises

Donald Treadwell earned his masterrsquo;s degree in communication from Cornell University and his PhD in communication and rhetoric from Rensselaer Polytechnic Institute. He taught at Westfield State University for 24 years. In addition to developing and teaching communication research for regular classroom settings, he developed and taught hybrid and online versions of the course, and also taught organizational communication, public relations, and public relations writing. His primary research interests are organizational communication and organizational image. Dr. Treadwell has published and presented research on organizational image and organizational image research, consumer response to college names, health professionalsrsquo; images of AIDS, faculty images of the communication discipline, and employersrsquo; expectations of newly hired communication graduates. His work appears in Communication Monographs, Journal of Technical Writing and Communication, Public Relations Review, Journal of the Association for Communication Administration, Journal of Human Subjectivity, and Criminal Justice Ethics, as well as international health education journals. He is the coauthor of Public Relations Writing: Principles in Practice (2nd ed., SAGE, 2005). Dr. Treadwell also has international educational consulting experience in agricultural extension and health communication.

Jill Treadwell has 30 years experience in publications and public relations.nbsp; She has managed PR campaigns for the US and international companies as well as for non-profit and educational organizations.nbsp; She has a background in both writing and design and has specialized in annual reports, newsletters, brochures, and proposals directed at state and federal procurement agencies. In addition to maintaining a private public relations consulting practice, she currently teaches public relations, public relations writing and other writing courses in both classroom and online settings at Westfield State College.

Introduction
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
Research for public relations writing
Research, public relations research adn public relations writing research
Writing wrap-up
References and resources
End notes
Planning
Planning tools
Writing wrap-up
References and resources
End notes
Ethics and corporate culture
Ethics
Organizational culture
Writing wrap-up
References and resources
End notes
Legal issues and authorities
The issues
Web rights
The agencies
The law, the future and you
Writing wrap-up
References and resources
End notes
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
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
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
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
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
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
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
Reserach methods for public relations writng
Code of Professional Standards for the Practice of Public Relations
Some thoughts on law and regulations
Printing issues
Grammar, usage, and punctuation

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