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| Preface | |
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| Writing for Public Relations | |
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| What is Public Relations? | |
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| What is Public Relations Writing? | |
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| Uncontrolled Information | |
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| Controlled Information | |
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| The Tools of the PublucPublicions Writer | |
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| The Process of Public Relations Writing | |
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| Key Words | |
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| Ethical and Legal Issues in Public Relations Writing | |
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| Ethical Considerations of Persuasion | |
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| Logic Fallacies | |
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| Other Tactics | |
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| Unethical Language Use | |
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| Ethics and Ghostwriting | |
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| What PRSA has to Say | |
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| The Legal Aspects of Public Relations Writing | |
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| Defamation | |
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| Privacy | |
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| Copyright | |
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| Copyright and the Internet | |
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| Authors' Rights | |
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| User's Risks--The Bottom Line | |
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| Misunderstandings Concerning Copyright | |
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| Trademarks | |
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| Key Words | |
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| Planning and Research | |
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| Developing an Issue Statement | |
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| Researching the Topic | |
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| Evaluating Internet Resources | |
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| Purpose | |
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| Consider the Source | |
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| Source | |
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| Content | |
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| Analyzing the Target Audience | |
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| Conducting Target Audience Research | |
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| Audience Definition Worksheet | |
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| Anticipating Audience Expectations | |
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| Setting Objectives | |
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| Evaluation | |
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| Timeline | |
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| Budgeting | |
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| Constructing a Basic Budget | |
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| Do You Need a Contract? | |
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| Key Words | |
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| Choosing the Right Message and Medium | |
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| The Process of Persuasion | |
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| Elaboration Likelihood Model | |
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| Some Things to Note about the Elaboration Likelihood Model | |
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| Some Practical Advice for the Persuader | |
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| Persuasive Strategies | |
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| Compliance Strategies | |
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| Argument Strategies | |
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| Choosing the Appropriate Medium or Media | |
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| Advantages and Disadvantages of Media Selections | |
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| Negotiating Media Buys | |
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| Evaluating Your Media Buys | |
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| Did You Get What You Paid For? | |
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| Was Your Plan Effective? | |
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| Learning to Adapt | |
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| Key Words | |
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| Media Relations and Placement | |
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| What is News? | |
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| Working with the Media | |
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| Get to Know Journalists' Jobs | |
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| Get to Know Journalists as People | |
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| Guidelines for Dealing with the Media | |
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| Guidelines for Interviews | |
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| Guidelines for Correcting Errors | |
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| Media Placement | |
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| Deciding Where to Place Your Message | |
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| Getting Your Message to the Media | |
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| Fitting Your Information to Your Outlet | |
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| Press Kits | |
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| Cooperation is the Key | |
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| Key Words | |
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| News Releases and Backgrounders | |
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| What is a News Release | |
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| Writing a News Release | |
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| The Lead | |
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| Quotations and Attributions | |
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| Local Interest | |
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| News Release Format | |
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| Timing and Dating Releases | |
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| Datelines | |
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| Exclusives and Specials | |
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| Types of News Releases | |
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| Writing News Releases for Broadcast | |
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| Pitch Letters and Media Advisories | |
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| Pitch letters | |
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| Media Advisories | |
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| Backgrounders | |
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| Fact Sheets | |
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| Key Words | |
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| Design, Printing, and Desktop Publishing | |
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| Design: What it is and why it might be Greek to you | |
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| Designing Public Relations Materials | |
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| Principles of Design | |
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| Balance | |
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| Proportion | |
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| Sequence and Emphasis | |
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| Unity | |
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| Grids | |
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| Alignment | |
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| Type and Typefaces | |
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| Working with Printers | |
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| Printing Processes | |
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| Paper Choice | |
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| Ink Choice | |
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| Binding | |
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| Swipe Files | |
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| Computer Layout Preparation for Printing | |
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| Print Order Preparation | |
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| A Word on Desktop Publishing | |
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| Print Scheduling and Budgeting | |
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| Print Scheduling | |
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| Print Budgeting | |
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| Key Words | |
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| Controlled Publications | |
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| Newsletters | |
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| Types of Newsletters | |
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| Why a Newsletter? | |
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| Newsletter Content | |
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| Newsletter Objectives | |
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| Scheduling and Budgeting | |
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| Newsletter Articles | |
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| Where Do Stories Come From? | |
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| Researching Stories | |
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| Design Considerations | |
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| Style Sheets | |
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| Magazines | |
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| Content and Format | |
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| Types of Articles | |
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| Trade Journals | |
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| Feature Writing for Newsletters and Magazines | |
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| Feature Style | |
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| Writing the Feature Story | |
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| Common Types of Features | |
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| Editorial Considerations for Display Copy | |
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| Writing Headlines | |
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| Writing Subheads and Crossheads | |
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| Writing Captions | |
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| Writing Pull Quotes | |
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| Editing Your Articles | |
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| Evaluation | |
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| Methods of Evaluation | |
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| Evaluating Your Production Schedule | |
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| Brochures and other Information Pieces | |
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| Brochures | |
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| Planning Your Brochure | |
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| Fitting It All Together | |
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| Other Information Pieces | |
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| Flyers | |
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| Posters | |
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| Booklets and Hybrids | |
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| Annual Reports | |
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| The Nonprofit Annual Report | |
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| Key Words | |
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| Television and Radio | |
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| Reaching Broadcast Audiences | |
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| Video News Releases | |
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| Radio and Television Tapes and Actualities | |
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| Interviews and Talk Shows | |
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| Corporate Advertising and Public Service Announcements | |
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| Writing for Television | |
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| Basic Concepts | |
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| Writing for the Eye | |
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| Television Scripts | |
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| Writing for Radio | |
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| Types of Radio Announcements | |
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| How to Get Your Public Service Announcements on the Air | |
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| Key Words | |
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| Speeches and Presentations | |
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| Types of Speeches | |
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| Modes of Delivery | |
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| Preparation and Writing | |
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| Specifying Your Purpose | |
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| Analyzing Your Audience | |
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| Organizing Your Speech | |
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| Supporting Your Ideas | |
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| Delivery | |
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| The Question-and-Answer Session | |
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| Presentation Materials | |
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| Preparing Audiovisual Materials | |
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| Scripting for Audiovisuals | |
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| Key Words | |
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| Writing for Web and Social Media | |
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| The Changing Landscape | |
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| A Quick Word about Writing for Web sites | |
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| OK, Let's Get on with Web 2.0 | |
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| Blogs and Blogging | |
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| What to Blog About | |
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| Writing Blog Posts | |
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| How to Write Comments on Blogs | |
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| Micro-blogging and "Twitter" | |
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| How to Write Twitter Posts | |
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| The Evolution of the Press Release | |
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| Standard Release Format | |
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| Search Engine Optimized (SEO) Releases | |
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| Social Media Release (SMR) | |
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| How to Write a Social Media Release | |
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| Creating and Online Newsroom | |
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| What to Include in Your Online Newsroom | |
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| Online Newsrooms to Study | |
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| Key Words | |
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| Glossary | |
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| Index | |