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