PART I: THE BASICS OF PUBLIC RELATIONS WRITING
Chapter 1: Getting Organized for Writing
The Framework of Public Relations
The Public Relations Writer
Preparation for Writing
Research: the prelude to writing
Writing Guidelines
Errors to Avoid
Chapter 2: Becoming a Persuasive Writer
Persuasion: As Old as Civilization
The Basics of Communication
Theories of Communication
Factors in Persuasive Writing
Persuasive Speaking
Persuasion and Propaganda
The Ethics of Persuasion
Chapter 3: Finding and Making News
The Challenge of Making News
What Makes News
How to Find News
How to Create News
Chapter 4: Working with Journalists and Bloggers
The Importance of Media Relations
The Media's Dependence on Public Relations
Public Relations' Dependence on the Media
Areas of Friction
Working with Journalists
A Media Relations Checklist
Crisis Communication
PART II: WRITING FOR MASS MEDIA
Chapter 5: Writing the News Release
The Backbone of Publicity Programs
The Value of News Releases
Planning a News Release
The Basic Components of a News Release
News Release Formats
The Traditional News Release
The Online News Release
The Multimedia News Release
Chapter 6: Preparing Fact Sheets, Advisories, Media Kits, and Pitches
Expanding the Publicity Tool Kit
Fact Sheets
Media Advisories
Media Kits
Pitching a Story
The Follow-Up
Chapter 7: Creating News Features and Op-Ed
The Value of Features
Planning a News Feature
Types of Features
Parts of a Feature
Placement Opportunities
Writing an Op-Ed
Chapter 8: Selecting Publicity Photos and Graphics
The Importance of Publicity Photos
Components of a Good Photo
Working With Photographers
Writing Photo Captions
Creating Other Graphics
Maintaining Photo and Art Files
Distributing Photos and Artwork
Chapter 9: Radio, Television, and Video
The Wide Reach of Broadcasting
Radio
Television
Talk Shows and Product Placements
Film Features and Online Video
Chapter 10: Distributing News to the Media
Reaching the Media
Distribution of Materials
Chapter 11: Avoiding Legal Hassles
A Sampling of Legal Problems
Libel and Defamation
Invasion of Privacy
Copyright Law
Trademark Law
Regulatory Agencies
Working with Lawyers
PART III: Writing for Other Media
Chapter 12: Tapping the Web and Social Media
The Internet: Pervasive in Our Lives
The World Wide Web
The Basics of Webcasting
The Value of Social Media
The Explosion of Blogs
The Continuing Role of Traditional Media
Chapter l3 Newsletters, Brochures, and Intranets
The Value of Print Publication
The Balancing Act of Editors
Newsletters and Magazines
Online Newsletters
Intranets
Brochures
Annual Reports
Chapter 14 Writing E-Mail, Memos, and Proposals
The Challenge of Managing Information Overload
Email
Memorandums
Letters
Proposals
Chapter 15 Giving Speeches and Presentations
The Challenge of the Speaking Circuit
The Basics of Giving a Speech
Visual Aids for Presentations
Other Speech Formats
Speaker Training and Placement
Chapter 16 Using Direct Mail and Advertising
The Basics of Direct Mail
Creating A Direct Mail Package
The Basics of Public Relations Advertising
Types of Public Relations Advertising
Creating a Print Ad
Working with an Ad Agency
Other Advertising Channels
PART IV: MANAGING PROGRAMS AND CAMPAIGNS
Chapter 17 Organizing Meetings and Events
A World Filled with Meetings and Events
Staff and Committee Meetings
Group Meetings
Banquets
Receptions and Cocktail Parties
Conventions
Trade Shows
Promotional Events
Open Houses and Plant Tours
Chapter l8 Planning Programs and Campaigns
The Value of a Writing Plan
Developing a Plan
Elements of the Plan
Submitting a Plan for Approval
Chapter l9 Measuring Success
The Importance of Measurement
Program Objectives
Measurement of Production/Distribution
Measurement of Message Exposure
Measurement of Audience Awareness
Measurement of Audience Attitudes
Measurement of Audience Action
Evaluation of Newsletters and Brochures
Writing a Measurement Report
