Each Chapter concludes with a Summary, Exercises, and Additional Resources.I. THE BASICS OF PUBLIC WRITING.
1. The Basics of Public Relations Writing.
2. Persuasive Writing.
3. Legal and Ethical Guidelines.
4. Finding and Generating News.
II. WRITING FOR THE MASS MEDIA.
5. News Releases and Fact Sheets.
6. News Features.
7. Photos and Graphics.
8. Pitch Letters, Advisories, Media Kits, And Op-Ed.
9. Radio, Television, And Webcasts.
10. Distribution: Snail Mail to the Internet.
11. Working With the Media.
III. WRITING FOR OTHER MEDIA.
12. Newsletters, E-Zines, and Brochures.
13. The World Wide Web.
14. Letters, Memos, and Reports.
15. Direct Mail and Advertising.
16. Speeches & Presentations.
IV. MANAGING PROGRAMS AND CAMPAIGNS.
17. Meetings and Events.
18. Program Planning.
19. Measurement and Evaluation.
Glossary.
Index.
