Public Relations Writing: The Essentials of Style and Format

by Thomas Bivins

McGraw-Hill Education | February 19, 2013 | Trade Paperback

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Public Relations Writing is intended for students who plan to work as public relations practitioners. The fundamentals of "Writing" is emphasized above all else and the author provides instructions on organizing releases for everything from broadcast radio to Twitter.

Format: Trade Paperback

Dimensions: 9 × 7.3 × 0.6 in

Published: February 19, 2013

Publisher: McGraw-Hill Education

Language: English

The following ISBNs are associated with this title:

ISBN - 10: 0073526231

ISBN - 13: 9780073526232

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– More About This Product –

Public Relations Writing: The Essentials of Style and Format

by Thomas Bivins

Format: Trade Paperback

Dimensions: 9 × 7.3 × 0.6 in

Published: February 19, 2013

Publisher: McGraw-Hill Education

Language: English

The following ISBNs are associated with this title:

ISBN - 10: 0073526231

ISBN - 13: 9780073526232

Table of Contents

Preface xiii CHAPTER 1 Writing for Public Relations 1 WHAT IS PUBLIC RELATIONS? 2 WHAT IS PUBLIC RELATIONS WRITING? 4 Uncontrolled Information 4 Controlled Information 5 TOOLS OF THE PUBLIC RELATIONS WRITER 5 THE PROCESS OF PUBLIC RELATIONS WRITING 6 KEY TERMS 7 CHAPTER 2 Ethical and Legal Issues in Public Relations Writing 8 ETHICAL CONSIDERATIONS OF PERSUASION 9 Logic Fallacies 9 Other Tactics 10 Unethical Language Use 11 Ethics and Ghostwriting 11 What the Public Relations Society of America Has to Say 13 THE LEGAL ASPECTS OF PUBLIC RELATIONS WRITING 15 Defamation 15 Privacy 16 Copyright 16 Copyright and the Internet 19 Users’ Risks—The Bottom Line 21 Trademarks 22 KEY TERMS 23 CHAPTER 3 Planning and Research 24 DEVELOPING AN ISSUE STATEMENT 25 RESEARCHING THE TOPIC 28 Evaluating Internet Resources 30 ANALYZING THE TARGET AUDIENCE 32 Conducting Target Audience Research 32 AUDIENCE DEFINITION WORKSHEET 38 Anticipating Audience Expectations 39 SETTING OBJECTIVES 39 EVALUATION 40 TIMELINE 41 BUDGETING 41 Constructing a Basic Budget 43 Do You Need a Contract? 44 KEY TERMS 45 CHAPTER 4 Choosing the Right Message and Medium 46 THE PROCESS OF PERSUASION 48 ELABORATION LIKELIHOOD MODEL 50 Things to Note about the Elaboration Likelihood Model 50 Practical Advice for the Persuader 51 PERSUASIVE STRATEGIES 51 Compliance Strategies 52 Argument Strategies 53 CHOOSING THE APPROPRIATE MEDIUM OR MEDIA 56 Advantages and Disadvantages of Media Selections 58 NEGOTIATING MEDIA BUY
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From the Publisher

Public Relations Writing is intended for students who plan to work as public relations practitioners. The fundamentals of "Writing" is emphasized above all else and the author provides instructions on organizing releases for everything from broadcast radio to Twitter.
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