Preface Chapter 1. Theoretical Influences on Public Relations Writing Chapter 2: Sending the Message: Writing for Style, Flow, and Credibility Chapter 3: Ethical Influences on Public Relations Writing Chapter 4: Cultural Influences on Public Relations Writing Chapter 5: Research Influences on Public Relations Writing Chapter 6: Legal Influences on Public Relations Writing Chapter 7: Design Influences on Public Relations Writing Chapter 8: From Principles to Planning to Practice: Business Writing, Fact Sheets, and Bios Chapter 9: Out of Your Control...or is it?: Newswriting for the Press Chapter 10: Under Your Control: Features and Newsletters Chapter 11: Let's Hear It: Writing for Broadcast, Scripts, and Speeches Chapter 12: When the News Isn't Good: Crisis Messages Chapter 13: The Multipurpose Medium: Writing for the Web Chapter 14: Persuasion for Mass Action: Advocacy Campaigns, Op-Eds, and PSAs Chapter 15: Persuasion for Individual Action: Direct Mail, Brochures, and Proposals Chapter 16: High-Profile Projects: Annual Reports, Events, and Exhibitions Appendix A: The Value of Editing Appendix B: Public Relations Society of America (PRSA) Code of Ethics Appendix C: Research Methods for Public Relations Writing Appendix D: Production Issues Appendix E: Grammar and Style Glossary Index About the Authors
Donald Treadwell earned his master's degree in communication from Cornell University and his PhD in communication and rhetoric from Rensselaer Polytechnic Institute. He developed and taught communication research classes in classroom and online settings as well as teaching courses in organizational communication, public relations and public relations writing. He has published and presented research on organizational image, consumer response to college names, health professionals' images of AIDS, faculty perceptions of the communication discipline, and employers' expectations of newly-hired communication graduates. His research appears in Communication Monographs, Journal of Technical Writing and Communication, Public Relations Review, Journal of Human Subjectivity, and Criminal Justice Ethics. He is professor emeritus, Westfield State University, and has international consulting experience in agricultural extension and health communication. Jill Treadwell has 30 years experience in publications and public relations. She has managed PR campaigns for the US and international companies as well as for non-profit and educational organizations. She has a background in both writing and design and has specialized in annual reports, newsletters, brochures, and proposals directed at state and federal procurement agencies. In addition to maintaining a private public relations consulting practice, she currently teaches public relations, public relations writing and other writing courses in both classroom and online settings at Westfield State College.
"Public Relations Writing is currently the best
public relations writing text available. The authors offer a no
nonsense approach to teaching public relations writing. The text
has great explanations of how to write an assortment of public
relations documents and includes examples of each. Treadwell and
Treadwell also spend time dealing with the aesthetics of public
relations or how documents should look (color, paper, format, etc.)
as well as how they should be written. Of special note are the
excellent discussions of communication theory that many of the
other writing texts lack." -- Michael L. Kent
"This book integrates experiential exercises useful to understanding writing from an organizational perspective. The assignments require a student to become knowledgeable about the Internet and work as a member of a team. The text/workbook concept is very helpful if the course is taught online. The references to resources are invaluable for research." -- Bonita Dostal Neff, Ph.D.
"Each chapter has clear learning objectives, excellent exercises and discussion questions, which make the book valuable for teachers, students and practitioners alike." -- The Journal of Entrepreneurship * The Journal of Entrepreneurship *