Format: Trade Paperback
Dimensions: 400 pages, 9.1 × 7.3 × 0.63 in
Published: June 18, 2007
Publisher: McGraw-Hill Companies,Inc.
The following ISBNs are associated with this title:
ISBN - 10: 0073511927
ISBN - 13: 9780073511924
Table of Contents
PREFACE CHAPTER 1: WRITING FOR PUBLIC RELATIONS WHAT IS PUBLIC RELATIONS? WHAT IS PUBLIC RELATIONS WRITING? THE TOOLS OF THE PUBLIC RELATIONS WRITER THE PROCESS OF PR WRITING CHAPTER 2: PLANNING AND RESEARCH DEVELOPING AN ISSUE STATEMENT RESEARCHING THE TOPIC INTERNET RESEARCH ANALYZING THE TARGET AUDIENCE AUDIENCE DEFINITION WORKSHEET SETTING OBJECTIVES EVALUATION SECTION BUDGETING SECTION CHAPTER 3: CHOOSING THE RIGHT MESSAGE AND MEDIUM THE PROCESS OF PERSUASION ELABORATION LIKELIHOOD MODEL CHOOSING THE APPROPRIATE MEDIUM OR MEDIA MEDIA ADVANTAGES AND DISADVANTAGES BUDGETING FOR AND BUYING MEDIA LEARNING TO ADAPT CHAPTER 4: MEDIA RELATIONS AND PLACEMENT WHAT IS NEWS? WORKING WITH THE MEDIA MEDIA PLACEMENT USING PRESS KITS COOPERATION IS THE KEY CHAPTER 5: DESIGN, PRINTING, AND DESKTOP PUBLISHING DESIGN: WHAT IT IS AND WHY IT MIGHT BE GREEK TO YOU DESIGNING PUBLIC RELATIONS MATERIALS PRINCIPLES OF DESIGN WORKING WITH PRINTERS BUDGETING AND SCHEDULING FOR PRINTING A WORD ON DESKTOP PUBLISHING CHAPTER 6: NEWS RELEASES AND BACKGROUNDERS WHAT IS A NEWS RELEASE? WRITING A NEWS RELEASE NEWS RELEASE FORMAT PRODUCT NEWS RELEASES WRITING NEWS RELEASES FOR BROADCAST BACKGROUNDERS FACT SHEETS CHAPTER 7: NEWSLETTERS, MAGAZINES, AND FEATURE WRITING NEWSLETTERS BUDGETING AND SCHEDULING FOR NEWSLETTERS MAGAZINES TRADE JOURNALS FEATURE WRITING FOR NEWSLETTERS AND MAGAZINES WRITING THE FEATURE STORY EDITORIAL CONSIDERATIONS FOR DISPLAY COPY EDITING YOUR ARTICLES EVALUATION CHAPTER 8: BROCHUR
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.