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Public Relations Writing and Media Techniques
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Public Relations Writing and Media Techniques is the most comprehensive and up-to-date public relations writing book available. With real-world examples of award-winning work by PR professionals, this new edition continues to help readers master the many techniques needed to reach a variety of audiences in today's digital age. Clearly written and well-organized, this book emphasizes the nuts and bolts of writing, producing, and distributing public relations materials through traditional and social media. The author provides step-by-step procedures illustrated by examples from actual campaigns. This text also serves as an invaluable resource for public relations practitioners in the field.

Table of Contents

Chapter 1: Getting Organized for Writing The Framework of Public RelationsThe Public Relations WriterPreparation for WritingResearch: the prelude to writingWriting GuidelinesErrors to Avoid Chapter 2: Becoming a Persuasive Writer Persuasion: As Old as CivilizationThe Basics of CommunicationTheories of CommunicationFactors in Persuasive WritingPersuasive SpeakingPersuasion and PropagandaThe Ethics of Persuasion Chapter 3: Avoiding Legal Hassles A Sampling of Legal ProblemsLibel and DefamationThe Fair Comment DefenseAvoiding Libel SuitsInvasion of PrivacyCopyright LawTrademark LawRegulations by Government AgenciesOther Regulatory AgenciesWorking With Lawyers Chapter 4: Finding and Making News The Challenge of Making NewsWhat Makes NewsHow to Find NewsHow to Create News Chapter 5: Writing the News Release The Backbone of Publicity ProgramsThe Value of News ReleasesPlanning a News ReleaseTypes of News ReleasesParts of a Traditional News ReleaseWriting the Email News ReleasePreparing the Multimedia News Release Chapter 6: Preparing Fact Sheets, Advisories, Media Kits, and Pitches
Expanding the Publicity Tool KitFact SheetsMedia AdvisoriesMedia KitsPitching a Story Chapter 7: Creating News Features and Op-Ed The Value of FeaturesPlanning a News FeatureTypes of FeaturesParts of a FeaturePlacement OpportunitiesWriting an Op-Ed Chapter 8: Selecting Publicity Photos and Graphics The Importance of Publicity PhotosComponents of a Good PhotoWorking With PhotographersWriting Photo CaptionsCreating Other GraphicsMaintaining Photo and Art FilesDistributing Photos and Artwork Chapter 9: Writing for Radio and Television The Wide Reach of Broadcasting RadioTelevisionPersonal Appearances and Product Placements Chapter 10: Distributing News to the Media Reaching the MediaMedia DatabasesEditorial CalendarsTip SheetsDistribution of Materials Chapter 11: Getting Along With Journalists The Importance of Media RelationsMedia Dependence on Public RelationsPublic Relations Dependence on the MediaAreas of FrictionWorking With JournalistsA Media Relations ChecklistCrisis Communications Chapter 12: Tapping the Web and New Media The Internet: Pervasive in Our LivesThe World Wide WebThe Basics of WebcastingThe Rise of Social MediaThe Explosion of BlogsThe Continuing Role of Traditional Media Chapter l3 Producing Newsletters and Brochures The Value of Print PublicationThe Balancing Act of EditorsNewsletters and MagazinesOnline NewslettersBrochuresAnnual ReportsDesktop Publishing Chapter 14 Writing E-Mail, Memos, and Proposals The Challenge of Managing Information OverloadEmailMemorandumsLettersProposals Chapter 15 Giving Speeches and Presentations The Challenge of the Speaking CircuitThe Basics of Speech WritingThe Basics of Giving a SpeechVisual Aids for PresentationsOther Speech FormatsSpeaker Training and Placement Chapter 16 Using Direct Mail and Advertising The Basics of Direct MailCreating A Direct Mail PackageThe Basics of Public Relations AdvertisingTypes of Public Relations AdvertisingCreating a Print AdOther Advertising Channels Chapter 17 Organizing Meetings and Events A World FIlled with Meetings and EventsStaff and Committee MeetingsGroup MeetingsBanquetsReceptions and Cocktail PartiesOpen Houses and Plant ToursConventionsTrade ShowsPromotional Events Chapter l8 Planning Programs and Campaigns The Value of a Writing PlanDeveloping a PlanElements of the PlanSubmitting a Plan for Approval Chapter l9 Measuring Success The Importance of MeasurementProgram ObjectivesMeasurement of Production/DistributionMeasurement of Message ExposureMeasurement of Audience AwarenessMeasurement of Audience AttitudesMeasurement of Audience ActionEvaluation of Newsletters and BrochuresWriting a Measurement Report

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