Strategic Public Relations Writing: Proven Tactics and Techniques

✍ Scribed by Jim Eggensperger, Jeanne M. Salvatore

• Publisher: Routledge
• Year: 2022
• Tongue: English
• Leaves: 233
• Category: Library

✦ Synopsis

Putting strategy front and center, this public relations writing textbook coaches students to readiness for a career as an effective strategic communicator.

The book focuses on the strategic aspect of public relations writing that distinguishes it from other writing, such as journalistic or academic. It highlights the essential types of writing necessary for effective public relations in multiple media channels, demonstrated by contemporary cases direct from practitioners working today. Overviews of the various tactical formats that must be mastered for powerful, strategic public relations—ranging from social media posts and website updates to podcasts, speeches and infographics—prepare students to be effective and up-to-date professionals. Full of examples and exercises, the book’s strength is in its practical utility for career preparation and success.

This text is suited to public relations writing courses at the undergraduate and postgraduate level, particularly those with a focus on strategy or that combine strategy and writing into one course.

✦ Table of Contents

Cover
Endorsements
Half Title
Title
Copyright
Contents
List of Figures
Preface
Acknowledgments
Note to Professors and Colleagues
1 Introduction: The Strategic PR Professional
2 Creating News
3 Persuasive PR Writing
4 Words Matter: Editing
5 News Releases
6 Media Kits: Advisories, Q&As, Bios, Fact Sheets and Corporate Profiles
7 Pitching a Story
8 Letters to the Editor, Op-eds and Editorials
9 Social Media for Strategic PR
10 Scripting Videos and Podcasts
11 Speeches for Meetings, Crises and Other Situations
12 Blogs, Vlogs and Newsletters
13 Infographics and Data Displays
14 Business Writing: Memos, Emails, Etcetera
15 Key Elements of a PR Campaign
Appendix: Strategic Communications Campaign Planner
Glossary
Index