Public Relations Writing: The Essentials of Style and Format

PREFACECHAPTER 1: WRITING FOR PUBLIC RELATIONSWHAT IS PUBLIC RELATIONS? WHAT IS PUBLIC RELATIONS WRITING?THE TOOLS OF THE PUBLIC RELATIONS WRITERTHE PROCESS OF PR WRITINGCHAPTER 2: PLANNING AND RESEARCHDEVELOPING AN ISSUE STATEMENTRESEARCHING THE TOPICINTERNET RESEARCH ANALYZING THE TARGET AUDIENCEAUDIENCE DEFINITION WORKSHEET SETTING OBJECTIVESEVALUATION SECTION BUDGETING SECTION CHAPTER 3: CHOOSING THE RIGHT MESSAGE AND MEDIUMTHE PROCESS OF PERSUASIONELABORATION LIKELIHOOD MODELCHOOSING THE APPROPRIATE MEDIUM OR MEDIAMEDIA ADVANTAGES AND DISADVANTAGES BUDGETING FOR AND BUYING MEDIA LEARNING TO ADAPTCHAPTER 4: MEDIA RELATIONS AND PLACEMENT WHAT IS NEWS?WORKING WITH THE MEDIAMEDIA PLACEMENTUSING PRESS KITS COOPERATION IS THE KEYCHAPTER 5: DESIGN, PRINTING, AND DESKTOP PUBLISHING DESIGN: WHAT IT IS AND WHY IT MIGHT BE GREEK TO YOUDESIGNING PUBLIC RELATIONS MATERIALSPRINCIPLES OF DESIGNWORKING WITH PRINTERSBUDGETING AND SCHEDULING FOR PRINTING A WORD ON DESKTOP PUBLISHINGCHAPTER 6: NEWS RELEASES AND BACKGROUNDERS WHAT IS A NEWS RELEASE?WRITING A NEWS RELEASENEWS RELEASE FORMATPRODUCT NEWS RELEASESWRITING NEWS RELEASES FOR BROADCASTBACKGROUNDERSFACT SHEETSCHAPTER 7: NEWSLETTERS, MAGAZINES, AND FEATURE WRITING NEWSLETTERSBUDGETING AND SCHEDULING FOR NEWSLETTERSMAGAZINESTRADE JOURNALSFEATURE WRITING FOR NEWSLETTERS AND MAGAZINESWRITING THE FEATURE STORYEDITORIAL CONSIDERATIONS FOR DISPLAY COPYEDITING YOUR ARTICLESEVALUATION CHAPTER 8: BROCHURES AND OTHER INFORMATIONAL PIECES BROCHURESOTHER INFORMATION PIECESCHAPTER 9: ANNUAL & SOCIAL RESPONSIBILITY REPORTS QUARTERLY AND OTHER FINANCIAL REPORTSANNUAL REPORT AUDIENCESANNUAL REPORT CONTENTSWRITING FOR ANNUAL REPORTSTHE NOT-FOR-PROFIT ANNUAL REPORTPRESENTATIONJUDGING YOUR ANNUAL REPORTSOCIAL RESPONSIBILITY REPORTSWRITING FOR SOCIAL RESPONSIBILITY REPORTSCHAPTER 10: PRINT ADVERTISING WRITING PRINT ADVERTISEMENTSFORMATTING PRINT ADSCHAPTER 11: TELEVISION AND RADIO REACHING BROADCAST AUDIENCESWRITING FOR TELEVISIONWRITING FOR RADIOCHAPTER 12: SPEECHES AND PRESENTATIONS TYPES OF SPEECHESMODES OF DELIVERYPREPARATION AND WRITINGDELIVERYHANDLING THE Q & A SESSIONUSING PRESENTATION MATERIALS CHAPTER 13: COMPUTER WRITING AND THE INTERNET WRITING ON A COMPUTERWRITING FOR THE COMPUTER INTRODUCTION TO WEB DELIVERY SYSTEMS HOW A WEB SITE WORKS DESIGNING A WEB SITERESOURCES FOR DEVELOPING A WEB SITETIPS FOR CHOOSING A WEB DESIGNER WEB SITE HOSTINGPUBLICIZING YOUR WEB SITEGUIDELINES FOR WEB SITE CREDIBILITYBUDGETING FOR WEB DEVELOPMENTWEB WRITING FOR MANY INTEREST LEVELSBLOGS AND BLOGGINGWEB CONFERENCING AND SEMINARSCHAPTER 14: ETHICAL AND LEGAL ISSUES IN PUBLIC RELATIONS WRITING THE LEGAL ASPECTS OF PR WRITINGCOPYRIGHT AND THE INTERNET SECTION INSERTED HERE