Public Relations Writing: The Essentials of Style and Format: The Essentials of Style and Format

by Thomas Bivins

McGraw-Hill Companies,Inc. | June 18, 2007 | Trade Paperback

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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: Trade Paperback

Dimensions: 400 pages, 9.1 × 7.3 × 0.63 in

Published: June 18, 2007

Publisher: McGraw-Hill Companies,Inc.

Language: English

The following ISBNs are associated with this title:

ISBN - 10: 0073511927

ISBN - 13: 9780073511924

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Public Relations Writing: The Essentials of Style and Format: The Essentials of Style and Format

Public Relations Writing: The Essentials of Style and Format: The Essentials of Style and Format

by Thomas Bivins

Format: Trade Paperback

Dimensions: 400 pages, 9.1 × 7.3 × 0.63 in

Published: June 18, 2007

Publisher: McGraw-Hill Companies,Inc.

Language: English

The following ISBNs are associated with this title:

ISBN - 10: 0073511927

ISBN - 13: 9780073511924

Table of Contents

PREFACECHAPTER 1: WRITING FOR PUBLIC RELATIONSWHAT IS PUBLIC RELATIONS? WHAT IS PUBLIC RELATIONS WRITING?THE TOOLS OF THE PUBLIC RELATIONS WRITERTHE PROCESS OF PR WRITINGCHAPTER 2: PLANNING AND RESEARCHDEVELOPING AN ISSUE STATEMENTRESEARCHING THE TOPICINTERNET RESEARCH ANALYZING THE TARGET AUDIENCEAUDIENCE DEFINITION WORKSHEET SETTING OBJECTIVESEVALUATION SECTION BUDGETING SECTION CHAPTER 3: CHOOSING THE RIGHT MESSAGE AND MEDIUMTHE PROCESS OF PERSUASIONELABORATION LIKELIHOOD MODELCHOOSING THE APPROPRIATE MEDIUM OR MEDIAMEDIA ADVANTAGES AND DISADVANTAGES BUDGETING FOR AND BUYING MEDIA LEARNING TO ADAPTCHAPTER 4: MEDIA RELATIONS AND PLACEMENT WHAT IS NEWS?WORKING WITH THE MEDIAMEDIA PLACEMENTUSING PRESS KITS COOPERATION IS THE KEYCHAPTER 5: DESIGN, PRINTING, AND DESKTOP PUBLISHING DESIGN: WHAT IT IS AND WHY IT MIGHT BE GREEK TO YOUDESIGNING PUBLIC RELATIONS MATERIALSPRINCIPLES OF DESIGNWORKING WITH PRINTERSBUDGETING AND SCHEDULING FOR PRINTING A WORD ON DESKTOP PUBLISHINGCHAPTER 6: NEWS RELEASES AND BACKGROUNDERS WHAT IS A NEWS RELEASE?WRITING A NEWS RELEASENEWS RELEASE FORMATPRODUCT NEWS RELEASESWRITING NEWS RELEASES FOR BROADCASTBACKGROUNDERSFACT SHEETSCHAPTER 7: NEWSLETTERS, MAGAZINES, AND FEATURE WRITING NEWSLETTERSBUDGETING AND SCHEDULING FOR NEWSLETTERSMAGAZINESTRADE JOURNALSFEATURE WRITING FOR NEWSLETTERS AND MAGAZINESWRITING THE FEATURE STORYEDITORIAL CONSIDERATIONS FOR DISPLAY COPYEDITING YOUR ARTICLESEVALUATION CHAPTER 8: BROCHURES AND OTHER INFORMATIONAL PIECES BROCH
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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.