Public Relations Writing: The Essentials of Style and Format (Int'l Ed)

Preface xiiiCHAPTER 1 Writing for Public Relations 1WHAT IS PUBLIC RELATIONS? 2WHAT IS PUBLIC RELATIONS WRITING? 4Uncontrolled Information 4Controlled Information 5TOOLS OF THE PUBLIC RELATIONS WRITER 5THE PROCESS OF PUBLIC RELATIONS WRITING 6KEY TERMS 7CHAPTER 2 Ethical and Legal Issues in Public Relations Writing 8ETHICAL CONSIDERATIONS OF PERSUASION 9Logic Fallacies 9Other Tactics 10Unethical Language Use 11Ethics and Ghostwriting 11What the Public Relations Society of America Has to Say 13THE LEGAL ASPECTS OF PUBLIC RELATIONS WRITING 15Defamation 15Privacy 16Copyright 16Copyright and the Internet 19Users' Risks-The Bottom Line 21Trademarks 22KEY TERMS 23CHAPTER 3 Planning and Research 24DEVELOPING AN ISSUE STATEMENT 25RESEARCHING THE TOPIC 28Evaluating Internet Resources 30ANALYZING THE TARGET AUDIENCE 32Conducting Target Audience Research 32AUDIENCE DEFINITION WORKSHEET 38Anticipating Audience Expectations 39SETTING OBJECTIVES 39EVALUATION 40TIMELINE 41BUDGETING 41Constructing a Basic Budget 43Do You Need a Contract? 44KEY TERMS 45CHAPTER 4 Choosing the Right Message and Medium 46THE PROCESS OF PERSUASION 48ELABORATION LIKELIHOOD MODEL 50Things to Note about the Elaboration Likelihood Model 50Practical Advice for the Persuader 51PERSUASIVE STRATEGIES 51Compliance Strategies 52Argument Strategies 53CHOOSING THE APPROPRIATE MEDIUM OR MEDIA 56Advantages and Disadvantages of Media Selections 58NEGOTIATING MEDIA BUYS 61Evaluating Your Media Buys 65LEARNING TO ADAPT 65KEY TERMS 66CHAPTER 5 Media Relations and Placement 67WHAT IS NEWS? 68WORKING WITH THE MEDIA 69Get to Know Journalists' Jobs 69Get to Know Journalists as People 69Guidelines for Dealing with the Media 70Guidelines for Interviews 71Guidelines for Correcting Errors 73MEDIA PLACEMENT 73Deciding Where to Place Your Message 73Getting Your Message to the Media 76Fitting Your Information to Your Outlet 77PRESS KITS 80Cooperation Is the Key 83KEY TERMS 83CHAPTER 6 News Releases and Backgrounders 84WHAT IS A NEWS RELEASE? 85WRITING A NEWS RELEASE 86The Lead 86Quotations and Attributions 88Local Interest 90NEWS RELEASE FORMAT 91Timing and Dating Releases 93Datelines 93Exclusives and Specials 94TYPES OF NEWS RELEASES 94Product Releases 94Event Announcements 104Personnel Releases 104Tips/Hints Releases 104WRITING NEWS RELEASES FOR BROADCAST 109PITCH LETTERS AND MEDIA ADVISORIES 112Pitch Letters 112Media Advisories 113BACKGROUNDERS 117FACT SHEETS 118KEY TERMS 124CHAPTER 7 Design, Printing, and Desktop Publishing 125DESIGN: WHAT IT IS AND WHY IT MIGHT BE GREEK TO YOU126DESIGNING PUBLIC RELATIONS MATERIALS 127PRINCIPLES OF DESIGN 130Balance 130Proportion 131Sequence and Emphasis 133Unity 137Grids 140Alignment 140Type and Typefaces 142WORKING WITH PROFESSIONAL PRINTERS 146Printing Processes 146Paper Choice 148Ink Choice 151Binding 152Swipe Files 153Computer Layout Preparation for Printing 153Print Order Preparation 154A WORD ON DESKTOP PUBLISHING 155PRINT SCHEDULING AND BUDGETING 157Scheduling 157Budgeting 158KEY TERMS 160CHAPTER 8 Controlled Publications 161NEWSLETTERS 162Types of Newsletters 162Why a Newsletter? 163Content 166Objectives 167Scheduling and Budgeting 167Articles 167Story Ideas 169Researching Stories 171Design Considerations 171Style Sheets 172MAGAZINES 172Content and Format 175Types of Articles 176TRADE JOURNALS 177FEATURE WRITING FOR NEWSLETTERS AND MAGAZINES 177Feature Style 178Writing the Feature Story 181Common Types of Features 187EDITORIAL CONSIDERATIONS FOR DISPLAY COPY 188Writing Headlines 188Writing Subheads and Crossheads 194Writing Captions 194Writing Pull Quotes 194EDITING YOUR ARTICLES 195EVALUATION 196Methods of Evaluation 196Evaluating Your Production Schedule 196BROCHURES 205Planning Your Brochure 205Fitting It All Together 208OTHER INFORMATION PIECES 219Flyers 219Posters 221Booklets and Hybrids 223ANNUAL REPORTS 226Audiences 228Contents 228Writing for Annual Reports 230The Nonprofit Annual Report 232KEY TERMS 236CHAPTER 9 Television and Radio 237REACHING BROADCAST AUDIENCES 238Video News Releases 238Radio and Television Tapes and Actualities 240Interviews and Talk Shows 240Corporate Advertising and Public Service Announcements 240WRITING FOR TELEVISION 241Basic Concepts 241Writing for the Eye 243Television Scripts 243WRITING FOR RADIO 256Types of Radio Announcements 257How to Get Your Public Service Announcements on the Air 259KEY TERMS 263CHAPTER 10 Speeches and Presentations 264TYPES OF SPEECHES 265MODES OF DELIVERY 265PREPARATION AND WRITING 266Specifying Your Purpose 266Analyzing Your Audience 266Organizing Your Speech 267Supporting Your Ideas 270DELIVERY 270THE QUESTION-AND-ANSWER SESSION 271PRESENTATION MATERIALS 271Preparing Audiovisual Materials 272Scripting for Audiovisuals 274KEY TERMS 276CHAPTER 11 Writing for Web and Social Media 277THE CHANGING LANDSCAPE 278A Quick Word about Writing for Web Sites 279OK, Let's Get on with Web 2.0 281BLOGS AND BLOGGING 282What to Blog About 283Writing Blog Posts 284How to Write Comments on Blogs 285Micro-Blogging and Twitter 288How to Write Twitter Posts 288THE EVOLUTION OF THE PRESS RELEASE 290Standard Release Format 290Search Engine Optimized Releases 291Social Media Release 292How to Write a Social Media Release 292CREATING AN ONLINE NEWSROOM 298What to Include in Your Online Newsroom 299Online Newsrooms to Study 301KEY TERMS 303Glossary 305Index
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