Public Relations Writing and Media Techniques: Pearson New International Edition VitalSource eText (7e) : 9781292055985

Public Relations Writing and Media Techniques: Pearson New International Edition VitalSource eText (7e)

 
Edition
 
7
ISBN
 
9781292055985
ISBN 10
 
1292055987
Published
 
10/11/2013
Published by
 
Pearson Higher Ed USA
Pages
 
Format
 
 
Title type
eBook
$60.00
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Public Relations Writing and Media Techniques is the most comprehensive and up-to-date public relations writing text available. With real-world examples of award-winning work by PR professionals, this new edition continues to help students master the many techniques needed to reach a variety of audiences in todayês digital age.

The text thoroughly integrates new communication technologiesãthe Internet, Webcasting, etc.ãand shows students the many techniques currently in use to reach a variety of audiences. 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 to engage todayês students. This text also serves as an invaluable resource for public relations practitioners in the field.

Table of contents
PART I: THE BASICS OF PUBLIC RELATIONS WRITING



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: Finding and Making News



The Challenge of Making News

What Makes News

How to Find News

How to Create News



Chapter 4: Working with Journalists and Bloggers



The Importance of Media Relations

The Media’s Dependence on Public Relations

Public Relations’ Dependence on the Media

Areas of Friction

Working with Journalists

A Media Relations Checklist

Crisis Communication



PART II: WRITING FOR MASS MEDIA



Chapter 5: Writing the News Release

The Backbone of Publicity Programs

The Value of News Releases

Planning a News Release

The Basic Components of a News Release

News Release Formats

The Traditional News Release

The Online News Release
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

The Follow-Up



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 9: Radio, Television, and Video



The Wide Reach of Broadcasting

Radio

Television

Talk Shows and Product Placements

Film Features and Online Video



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 10: Distributing News to the Media



Reaching the Media

Distribution of Materials





PART III: Writing for Other Media



Chapter 12: Tapping the Web and Social Media



The Internet: Pervasive in Our Lives

The World Wide Web

The Basics of Webcasting

The Value of Social Media

The Explosion of Blogs

The Continuing Role of Traditional Media



Chapter l3 Newsletters, Brochures, and Intranets



The Value of Print Publication

The Balancing Act of Editors

Newsletters and Magazines

Online Newsletters

Intranets

Brochures

Annual Reports



Chapter 14 Writing E-Mail, Memos, and Proposals



The Challenge of Managing Information Overload

Email

Memorandums

Letters

Proposals



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

Working with an Ad Agency

Other Advertising Channels



PART IV: MANAGING PROGRAMS AND CAMPAIGNS



Chapter 17 Organizing Meetings and Events

A World Filled with Meetings and Events

Staff and Committee Meetings

Group Meetings

Banquets

Receptions and Cocktail Parties

Conventions

Trade Shows

Promotional Events

Open Houses and Plant Tours



Chapter l8 Planning Programs and Campaigns



The Value of a Writing Plan

Developing a Plan

Elements of the Plan

Submitting a Plan for Approval



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