Public Relations Writing: The Essentials of Style and Format with Online Learning Center

by Thomas H. Bivins

McGraw-Hill | July 13, 2004 | Other

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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.

Format: Other

Dimensions: 8.9 × 7.4 × 0.6 in

Published: July 13, 2004

Publisher: McGraw-Hill

Language: English

The following ISBNs are associated with this title:

ISBN - 10: 007301799X

ISBN - 13: 9780073017990

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Public Relations Writing: The Essentials of Style and Format with Online Learning Center

by Thomas H. Bivins

Format: Other

Dimensions: 8.9 × 7.4 × 0.6 in

Published: July 13, 2004

Publisher: McGraw-Hill

Language: English

The following ISBNs are associated with this title:

ISBN - 10: 007301799X

ISBN - 13: 9780073017990

Table of Contents

PREFACE CHAPTER 1: WRITING FOR PUBLIC RELATIONS WHAT IS PUBLIC RELATIONS WRITING? Uncontrolled Information Controlled Information THE TOOLS THE PUBLIC RELATIONS WRITER THE PROCESS OF PUBLIC RELATIONS WRITING KEY TERMS EXERCISES CHAPTER 2: PLANNING AND RESEARCH DEVELOPING AN ISSUE STATEMENT RESEARCHING THE TOPIC USING THE INTERNET FOR RESEARCH Finding information on the Internet Evaluating Internet Resources ANALYZING THE TARGET AUDIENCE Conducting Target Audience Research Anticipating Audience Expectations SETTING OBJECTIVES KEY TERMS EXERCISES CHAPTER 3: MESSAGE STRATEGY INFORMATION STRATEGIES Exposition Entertainment THE PROCESS OF PERSUASION PERSUASIVE STRATEGIES Compliance Strategies Argument Strategies CHOOSING THE APPROPRIATE MEDIUM OR MEDIA LEARNING TO ADAPT KEY TERMS EXERCISES CHAPTER 4: ETHICS AND PUBLIC RELATIONS WRITING ETHICAL CONSIDERATIONS OF PERSUASION Logic Fallacies Other Tactics Unethical Language Use Ethics and Ghostwriting THE LEGAL ASPECTS OF PUBLIC RELATIONS WRITING Defamation Privacy Copyright Trademarks KEY TERMS EXERCISE CHAPTER 5: MEDIA RELATIONS AND PLACEMENT WHAT IS NEWS? WORKING WITH THE MEDIA Get to Know Journalists’ Jobs Get to Know Journalists as People Guidelines for Dealing with the Media Guidelines for Interviews Guidelines for Correcting Errors MEDIA PLACEMENT Deciding Where to Place Your Message Getting Your Message to the Media Fitting Your Information to Your Outlet PRESS KITS COOPERATION IS THE KEY KEY TERMS EXERCISES CHAPTER 6: C
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From the Publisher

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.
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