Authors: Dennis L. Wilcox
ISBN-13: 9780205648283, ISBN-10: 0205648282
Format: Paperback
Publisher: Allyn & Bacon, Inc.
Date Published: November 2008
Edition: 6th Edition
Public Relations Writing and Media Techniques is the most comprehensive and up-to-date PR writing text available, with real-world examples of outstanding work by public relations professionals. The text thoroughly integrates new communication technologies¿the Internet, Webcasting, etc.¿and shows students the many techniques currently in use to reach a variety of audiences. Clearly written and well-organized, this book places emphasis on the nuts and bolts of daily work in public relations, giving students step-by-step procedures for creating and distributing a variety of successful public relations materials. An engaging and highly effective text for students, Public Relations Writing and Media Techniques is also an invaluable resource for public relations practitioners.
This textbook examines how public relations specialists gather information, produce copy, and distribute material through different media. Topics include the laws and regulations affecting public relations practice, the ethics of persuasion, what constitutes<-->and how to generate<-->news, news releases and features, publicity photos, pitch letters, media advisories, press kits, op-ed articles, effective event management, writing a comprehensive program plan, and bottom-line evaluations of one's efforts. The new edition features material on the web, increased treatment of radio and TV, case studies from public relations campaigns, and discussion of preparing material for an organization's web site. Annotation c. Book News, Inc., Portland, OR (booknews.com)
Foreword | ||
Preface | ||
Pt. 1 | The Basics of Public Relations Writing | 1 |
Ch. 1 | Preparing for Writing | 3 |
Ch. 2 | Legal and Ethical Considerations | 32 |
Ch. 3 | Persuasive Writing | 58 |
Ch. 4 | Finding and Generating News | 81 |
Pt. 2 | Writing for Mass Media | 111 |
Ch. 5 | The News Release | 113 |
Ch. 6 | The Feature Story | 140 |
Ch. 7 | Photos and Graphics | 160 |
Ch. 8 | Radio and Television | 187 |
Ch. 9 | Pitch Letters, Advisories, News Conferences and Op-Ed | 219 |
Ch. 10 | Media Lists, Mailings and the Internet | 250 |
Ch. 11 | The Basics of Media Relations | 279 |
Pt. 3 | Writing for Other Media | 297 |
Ch. 12 | Newsletters and Magazines | 299 |
Ch. 13 | Leaflets and Brochures | 320 |
Ch. 14 | Public Relations Advertising | 340 |
Ch. 15 | Letters, Direct Mail and Reports | 363 |
Ch. 16 | Speakers and Speeches | 384 |
Ch. 17 | Audiovisual Aids | 405 |
Pt. 4 | Managing Programs and Campaigns | 421 |
Ch. 18 | Meetings and Events | 423 |
Ch. 19 | Program Planning | 445 |
Ch. 20 | Program Evaluation | 463 |
A Glossary for Public Relations Writers | 483 | |
Index | 487 |