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Public Relations Writing and Media Techniques: International Edition

Autor Dennis L. Wilcox
en Limba Engleză Paperback – 13 noi 2008
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.
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Specificații

ISBN-13: 9780205676903
ISBN-10: 0205676901
Pagini: 576
Dimensiuni: 191 x 235 mm
Greutate: 0.84 kg
Ediția:6Nouă
Editura: Pearson Education
Colecția Pearson Education
Locul publicării:Upper Saddle River, United States

Cuprins

Chapter 1: Getting Organized for Writing
 
The Framework of Public Relations
The Public Relations Writer
Preparation for Writing
Research: the prelude to writing
Writing Guidelines
Errors to Avoid
 
Chapter 2: Becoming a Persuasive Writer
 
Persuasion: As Old as Civilization
The Basics of Communication
Theories of Communication
Factors in Persuasive Writing
Persuasive Speaking
Persuasion and Propaganda
The Ethics of Persuasion
 
Chapter 3: Avoiding Legal Hassles
 
A Sampling of Legal Problems
Libel and Defamation
The Fair Comment Defense
Avoiding Libel Suits
Invasion of Privacy
Copyright Law
Trademark Law
Regulations by Government Agencies
Other Regulatory Agencies
Working With Lawyers
 
Chapter 4: Finding and Making News
 
The Challenge of Making News
What Makes News
How to Find News
How to Create News
 
Chapter 5: Writing the News Release
         
The Backbone of Publicity Programs
The Value of News Releases
Planning a News Release
Types of News Releases
Parts of a Traditional News Release
Writing the Email News Release
Preparing the Multimedia News Release
 
Chapter 6: Preparing Fact Sheets, Advisories, Media Kits, and Pitches

Expanding the Publicity Tool Kit
Fact Sheets
Media Advisories
Media Kits
Pitching a Story
 
Chapter 7: Creating News Features and Op-Ed
 
The Value of Features
Planning a News Feature
Types of Features
Parts of a Feature
Placement Opportunities
Writing an Op-Ed
 
Chapter 8: Selecting Publicity Photos and Graphics
 
The Importance of Publicity Photos
Components of a Good Photo
Working With Photographers
Writing Photo Captions
Creating Other Graphics
Maintaining Photo and Art Files
Distributing Photos and Artwork
 
Chapter 9: Writing for Radio and Television
 
The Wide Reach of Broadcasting Radio
Television
Personal Appearances and Product Placements
 
Chapter 10: Distributing News to the Media
 
Reaching the Media
Media Databases
Editorial Calendars
Tip Sheets
Distribution of Materials
 
Chapter 11: Getting Along With Journalists
 
The Importance of Media Relations
Media Dependence on Public Relations
Public Relations Dependence on the Media
Areas of Friction
Working With Journalists
A Media Relations Checklist
Crisis Communications
 
Chapter 12: Tapping the Web and New Media
 
The Internet: Pervasive in Our Lives
The World Wide Web
The Basics of Webcasting
The Rise of Social Media
The Explosion of Blogs
The Continuing Role of Traditional Media
 
Chapter l3   Producing Newsletters and Brochures
 
The Value of Print Publication
The Balancing Act of Editors
Newsletters and Magazines
Online Newsletters
Brochures
Annual Reports
Desktop Publishing
 
Chapter 14  Writing E-Mail, Memos, and Proposals
 
The Challenge of Managing Information Overload
Email
Memorandums
Letters
Proposals
 
Chapter 15  Giving Speeches and Presentations
 
The Challenge of the Speaking Circuit
The Basics of Speech Writing
The Basics of Giving a Speech
Visual Aids for Presentations
Other Speech Formats
Speaker Training and Placement
 
Chapter 16  Using Direct Mail and Advertising
 
The Basics of Direct Mail
Creating A Direct Mail Package
The Basics of Public Relations Advertising
Types of Public Relations Advertising
Creating a Print Ad
Other Advertising Channels
 
Chapter 17  Organizing Meetings and Events
 
A World FIlled with Meetings and Events
Staff and Committee Meetings
Group Meetings
Banquets
Receptions and Cocktail Parties
Open Houses and Plant Tours
Conventions
Trade Shows
Promotional Events
 
Chapter l8   Planning Programs and Campaigns
 
The Value of a Writing Plan
Developing a Plan
Elements of the Plan
Submitting a Plan for Approval
 
Chapter l9   Measuring Success
 
The Importance of Measurement
Program Objectives
Measurement of Production/Distribution
Measurement of Message Exposure
Measurement of Audience Awareness
Measurement of Audience Attitudes
Measurement of Audience Action
Evaluation of Newsletters and Brochures
Writing a Measurement Report

Caracteristici

  • Four major sections provide a comprehensive overview of the entire field: (l) The Basics of Public Relations Writing, (2) Writing for the Mass Media, (3) Writing for Other Media, and (4) Managing Programs and Campaigns.
  • Imparts extensive how-to detail on preparing communications in Part 2, “Writing for the Mass Media”, including news releases, video news releases, facts sheets, media advisories, media kits, news features, op eds, publicity photos, radio news items, and pitches.
  • PR Casebook boxes highlight actual materials from award-winning campaigns, showing students how public relations firms and organizations use various publicity techniques, newsletters, brochures and interactive media to disseminate key messages.
  • Ethics: What Would You Do? boxes throughout the text pose questions and dilemmas for public relations writers, asking students to think critically about the issues and determine, for themselves, the most ethical choices in each situation.
  • Abundant examples of media writing throughout the text provide excellent models against which students can fashion their own work.

Caracteristici noi

  • Provides updated information on the Web and social media, supplying students with the latest information on how professionals use these technologies.
  • Shows students how to set up, design, write for, and use web sites in PR campaigns, and gives basic guidelines for posting blogs, recording podcasts, and using vehicles such as YouTube.
  • Places increased emphasis on writing for diverse and multicultural audiences, providing students with the tools needed for designing communication pieces that meet the needs of different audiences.
  • Features new Checklist for Success boxes that provide step-by-step advice from professionals on the execution of a variety of publicity tactics from writing simple news releases or features to making PowerPoint presentations, organizing satellite media tours, setting up online newsrooms, and planning events.
  • Includes new photos and illustrations from recent, award-winning national campaigns, including Planter’s Peanuts 100th anniversary celebration; Heinz Ketchup’s personalized labels promotion; Norelco’s launch of a new men’s shaver on the Web and satellite radio; Apple’s launch of the iPhone; Bono’s “Red” campaign; Kermit the Frog’s 50th anniversary celebration; and many others.
  • Offers expanded material on electronic databases, online searches and distribution services, such as Business Wire and PR Newswire, to further student understanding of the best methods for researching, preparing and communicating messages.
  • Supplies additional information on plagiarism, copyrights, trademarks, and FTC regulatory guidelines, so students understand the constraints and guiding principles that govern the preparation and dissemination of public relations materials.
  • Shares pull-quotes from professionals, which highlight key aspects of writing and publicity.
  • Includes “real-world” exercises at the end of every chapter, which help students put into practice what they have learned from the text.
  • Features MyCommunicationLab for Public Relations Writing and a newly revised instructor’s manual, computerized test bank, and PowerPoint slides.