Becoming a Public Relations Writer: A Writing Process Workbook for the Profession

✍ Scribed by Ronald D. Smith

• Publisher: Lawrence Erlbaum Associates, Inc.
• Year: 2003
• Tongue: English
• Leaves: 481
• Edition: 2
• Category: Library

✦ Synopsis

Becoming a Public Relations Writer guides you through the writing process for public relations practice. It leads you through the various steps and stages of writing, and helps you explore many of the formats and styles necessary for public relations writers. Using straightforward, no-nonsense language, realistic examples, easy-to-follow steps and practical exercises, this text introduces the various types of public relations writing you will encounter as a public relations practitioner. A focus on ethical and legal issues is woven throughout, with examples and exercises addressing public relations as practiced by corporations, non-profit agencies, and other types of organizations both large and small. In addition, the book offers the most comprehensive list of public relations writing formats to be found anywhere - from the standard news release to electronic mail and other opportunities using a variety of technologies and media. Updated to reflect the current technologies and practices of today’s PR professional, the contents of this third edition: addresses principles of effective writing useful in all disciplines focuses on news as the bridge an organization builds to its various publics overviews a variety of writing formats and environments that provide an internal or controlled approach. Laying the foundation for an integrated approach that touches on public relations advertising and direct mail, this text concludes with a presentation of the variety of PR writing styles and approaches that form an integrated communication package. In its current, comprehensive and accessible approach, Becoming a Public Relations Writer will be an invaluable resource for future and current public relations practitioners.

✦ Table of Contents

Book Cover......Page 1
Title......Page 2
Copyright......Page 3
Brief Contents......Page 4
Contents......Page 6
Preface......Page 12
PART ONE: PRINCIPLES OF EFFECTIVE WRITING......Page 18
1 Writing . . . And What It Means to You......Page 20
2 Effective Writing......Page 29
3 Communication Theory and Persuasion......Page 59
4 The Writing Process......Page 78
PART TWO: PUBLIC RELATIONS WRITING THROUGH JOURNALISTIC MEDIA......Page 110
5 News and the Public Relations Writer......Page 112
6 News Releases......Page 139
7 Working with the Media......Page 176
8 Broadcast Media......Page 204
9 Organizational Features......Page 223
10 Advocacy and Opinion......Page 246
PART THREE: PUBLIC RELATIONS WRITING THROUGH ORGANIZATIONAL MEDIA......Page 270
11 Fliers, Brochures, and Web Sites......Page 272
12 Newsletters and Corporate Reports......Page 292
13 Direct-Mail Appeals......Page 316
14 Public Relations Advertising......Page 333
15 Speeches and Interviews......Page 363
PART FOUR: PULLING IT ALL TOGETHER......Page 384
16 Information Kits......Page 386
17 Writing for News Conferences......Page 396
Appendix A: A Common Sense Stylebook for Public Relations Writers......Page 412
Appendix B: Copy Editing......Page 427
Appendix C: Careers in Public Relations......Page 429
Appendix D: Professional Organizations......Page 436
Appendix E: Ethical Standards......Page 438
Bibliography......Page 450
Glossary......Page 454
Untitled......Page 464