Public Relations Worktext: A Writing and Planning Resource, 2nd edition

✍ Scribed by Joseph M. Zappala, Ann R. Carden

• Publisher: Routledge
• Year: 2004
• Tongue: English
• Leaves: 369
• Edition: 2
• Category: Library

✦ Synopsis

Public Relations Worktext provides the fundamental knowledge and the basic preparation needed for the professional practice of public relations writing. This textbook introduces readers to public relations and writing, providing an overview of the four-step public relations process in addition to defining and detailing the writing activities involved. It presents in-depth information on the writing formats and approaches used in implementing strategic public relations plans, offering instruction for developing all types of writing assignments, starting with memos, proposals, and news releases, and moving on to the more complex tasks of advocacy writing, newsletters, crisis planning, and online communication. Examples accompany the discussions, providing guidance and structure for the varied writing activities. Retaining the approach of the first edition, this text incorporates numerous changes and updates, making it suitable for use as a primary course text. Updates include: Expanded text sections with detailed content on research, planning, ethical and legal considerations, and crisis communications; A focus on writing for the Web and electronic media, including an entire chapter on online writing and communication; Current examples and reprints of effective public relations writing by leading companies in a variety of organizational settings, including Proctor & Gamble, Ben & Jerry's, Mattel, the U.S. Golf Association, Kodak, and Heinz; "Tips from the Top" inserts feature comments and insights from public relations and media professionals on such critical topics as pitching the media, planning events, and developing Intranet sites, and *Chapter summaries, suggested readings, assignments, and an appendix with more than 30 checklists to utilize when working on assignments. Authors Joseph M. Zappala and Ann R. Carden offer a clear and engaging introduction to the writing activities involved in public relations practice, resulting in a valuable resource for professionals as well as a practical classroom text for students planning careers in public relations.

✦ Table of Contents

Book Cover......Page 1
Title......Page 4
Copyright......Page 5
Brief Table of Contents......Page 6
Table of Contents......Page 8
List of Exhibits......Page 10
Preface......Page 12
1 What Is Public Relations Writing?......Page 20
2 Basics of Public Relations Writing......Page 34
3 The Public Relations Process and Research......Page 62
4 Planning and Execution......Page 82
5 Memos, Letters, Reports, and Proposals......Page 105
6 News Releases......Page 126
7 Media Alerts, Pitch Letters, and Public Relations Photos......Page 154
8 Backgrounders, Features, and Advocacy Writing......Page 176
9 Newsletters......Page 197
10 Brochures, Fliers, and Posters......Page 216
11 Broadcast Media......Page 231
12 Online Writing and Communications......Page 251
13 Events......Page 268
14 Crisis Planning and Communications......Page 294
15 Evaluation......Page 312
Appendix......Page 328
Author Index......Page 362
Subject Index......Page 364