Public Relations Writing and Media Techniques
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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 today’s digital age.
The text thoroughly integrates new communication technologies—the Internet, Webcasting, etc.—and shows students the many techniques currently in use to reach a variety of audiences. Clearly written and well-organised, this book emphasises 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 today’s 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
- Chapter 2: Becoming a Persuasive Writer
- Chapter 3: Finding and Making News
- Chapter 4: Working with Journalists and Bloggers
- PART II: WRITING FOR MASS MEDIA
- Chapter 5: Writing the News Release
- Chapter 6: Preparing Fact Sheets, Advisories, Media Kits, and Pitches
- Chapter 7: Creating News Features and Op-Ed
- Chapter 8: Selecting Publicity Photos and Graphics
- Chapter 9: Radio, Television, and Video
- Chapter 10: Distributing News to the Media
- Chapter 11. Tapping the Web and Digital Medi
- PART III: Writing for Other Media
- Chapter 12: Tapping the Web and Social Media
- Chapter 13: Newsletters, Brochures, and Intranets
- Chapter 14 Writing E-Mail, Memos, and Proposals
- Chapter 15. Organizing Meetings and Events
- Chapter 16 Using Direct Mail and Advertising
- PART IV: MANAGING PROGRAMS AND CAMPAIGNS
- Chapter 17 Organizing Meetings and Events
- Chapter 18 Planning Programs and Campaigns