Public Relations Writing and Media Techniques, Books a la Carte

Cover
Title Page
Copyright Page
Brief Contents
Contents
Preface
Acknowledgments
About the Authors
1 Getting Organized for Writing
	1.1: The Framework of Public Relations Writing
		1.1.1: Writing Is Only One Component
		1.1.2: Writers as Communication Technicians
	1.2: The Public Relations Writer
		1.2.1: Objectives
		1.2.2: Audiences
		1.2.3: Channels
	1.3: The Writer’s Basic Tool Kit
		1.3.1: Computer and Printer
		1.3.2: Dictionary
		1.3.3: Encyclopedia
		1.3.4: Stylebook
		1.3.5: Media Database
		1.3.6: Books on Writing
	1.4: Professional Publications and Other Resources
		1.4.1: Magazines and Journals
		1.4.2: Newsletters and Blogs
		1.4.3: Discussion Groups
		1.4.4: Current Events and Trends
	1.5: Research as a Prelude to Writing
		1.5.1: Search Engines
		1.5.2: Fact-Checking Websites
		1.5.3: Electronic Databases
	1.6: Writing Guidelines
		1.6.1: Outlining the Purpose
		1.6.2: Sentences
		1.6.3: Paragraphs
		1.6.4: Word Choice
		1.6.5: Active Verbs and Present Tense
		1.6.6: Imagery
	1.7: Errors to Avoid
		1.7.1: The Need to Proofread
		1.7.2: Gobbledygook and Jargon
		1.7.3: Poor Sentence Structure
		1.7.4: Wrong Words
		1.7.5: Redundancies
		1.7.6: Too Many Numbers
		1.7.7: Hype
		1.7.8: Bias and Stereotypes
		1.7.9: Politically Incorrect Language
	Summary: Getting Organized for Writing
2 Becoming a Persuasive Writer
	2.1: Persuasion and the Art of Communication
	2.2: The Basics of Communication
		2.2.1: The Four Elements of Communication
	2.3: Theories of Communication
		2.3.1: Media Uses and Gratification
		2.3.2: Cognitive Dissonance
		2.3.3: Agenda Setting
		2.3.4: Framing
		2.3.5: Diffusion and Adoption
		2.3.6: Hierarchy of Needs
	2.4: Factors in Persuasive Writing
		2.4.1: Audience Analysis
		2.4.2: Source Credibility
		2.4.3: Appeal to Self-Interest
		2.4.4: Clarity of the Message
		2.4.5: Timing and Context
		2.4.6: Symbols and Slogans
		2.4.7: Use of Color
		2.4.8: Suggestions for Action
	2.5: Strategies for Persuasive Writing
		2.5.1: Drama
		2.5.2: Statistics
		2.5.3: Surveys and Polls
		2.5.4: Examples
		2.5.5: Testimonials
		2.5.6: Endorsements
		2.5.7: Emotional Appeals
	2.6: Persuasive Speaking
	2.7: Persuasion and Propaganda
	2.8: The Ethics of Persuasion
		2.8.1: Building on the TARES Model
	Summary: Becoming a Persuasive Writer
3 Finding and Making News
	3.1: The Challenge of Making News
	3.2: What Makes News
		3.2.1: Timeliness
		3.2.2: Prominence
		3.2.3: Proximity
		3.2.4: Significance
		3.2.5: Unusualness
		3.2.6: Human Interest
		3.2.7: Conflict
		3.2.8: Newness
	3.3: How to Find News
		3.3.1: Internal News Sources
		3.3.2: External News Sources
	3.4: How to Find Creative News Opportunities
		3.4.1: Creativity: An Essential Skill
		3.4.2: The Value of Brainstorming
	3.5: Nine Ways to Create News
		3.5.1: Special Events
		3.5.2: Contests
		3.5.3: Polls and Surveys
		3.5.4: Top 10 Lists
		3.5.5: Product Demonstrations
		3.5.6: Publicity Stunts
		3.5.7: Rallies and Protests
		3.5.8: Personal Appearances
		3.5.9: Awards
	Summary: Finding and Making News
4 Working with Journalists and Bloggers
	4.1: The Importance of Media Relations
	4.2: The Interdependence of Public Relations and the Media
		4.2.1: The Media’s Dependence on Public Relations
		4.2.2: Public Relations’ Dependence on the Media
	4.3: Areas of Friction
		4.3.1: Complaints about Public Relations Personnel
		4.3.2: Complaints about Journalists and Bloggers
	4.4: Building Working Relationships
		4.4.1: Media Relations 101
		4.4.2: Media Etiquette
	4.5: Media Interviews and Being a Spokesperson
	4.6: News Conferences
		4.6.1: Standard News Conferences
		4.6.2: Teleconferences and Webcasts
	4.7: Media Tours and Other Events
		4.7.1: Media Tours
		4.7.2: Previews and Parties
		4.7.3: Press Junkets
		4.7.4: Editorial Board Meetings
	4.8: Crisis Communication
	Summary: Working with Journalists and Bloggers
5 Writing the News Release
	5.1: The Backbone of Publicity Programs
	5.2: The Value of News Releases
	5.3: Planning a News Release
		5.3.1: Use a Worksheet to Answer Basic Questions
	5.4: The Basic Components of a News Release
		5.4.1: News Release Template
		5.4.2: News Release Headline
		5.4.3: News Release Dateline
		5.4.4: News Release Lead
		5.4.5: Body of the Text
		5.4.6: Boilerplate Description of the Organization
		5.4.7: News Release Contacts
	5.5: News Release Formats
		5.5.1: The Traditional News Release
		5.5.2: The Online News Release
		5.5.3: The Multimedia News Release
		5.5.4: Other News Release Formats
	Summary: Writing the News Release
6 Preparing Fact Sheets, Advisories, Media Kits, and Pitches
	6.1: Expanding the Publicity Tool Kit
	6.2: Fact Sheets
		6.2.1: Event or Exhibit Announcements
		6.2.2: Company Profiles
		6.2.3: Product Specification Sheets
	6.3: Media Advisories
	6.4: Media Kits
		6.4.1: The Traditional Media Kit
		6.4.2: The Digital Media Kit
	6.5: Pitching a Story
		6.5.1: Researching the Publication
		6.5.2: The Email Pitch
		6.5.3: The Telephone Pitch
		6.5.4: The Twitter Pitch
		6.5.5: The Follow-Up
	Summary: Preparing Fact Sheets, Advisories, Media Kits, and Pitches
7 Creating Feature Content and Op-Eds
	7.1: The Value of Features
	7.2: Types of Features
		7.2.1: Case Study
		7.2.2: Application and “How-To” Features
		7.2.3: Surveys and Research Studies
		7.2.4: Backgrounder
		7.2.5: Personality Profile
		7.2.6: Historical Piece
	7.3: Planning a Feature
		7.3.1: Ways to Proceed
	7.4: The Parts of a Feature
		7.4.1: Feature Headline
		7.4.2: Feature Lead
		7.4.3: Feature Body and Summary
		7.4.4: Photos and Graphics
	7.5: Placement Opportunities
		7.5.1: Earned Media
		7.5.2: Owned Media
		7.5.3: Paid Media
	7.6: Writing Opinion Pieces
		7.6.1: Op-Eds
		7.6.2: Letters to the Editor
	Summary: Creating Feature Content and Op-Eds
8 Publicity Photos and Infographics
	8.1: The Importance of Visual Content
	8.2: Components of a Good Photo
		8.2.1: Technical Quality
		8.2.2: Subject Matter
		8.2.3: Composition
		8.2.4: Action
		8.2.5: Scale
		8.2.6: Camera Angle
		8.2.7: Lighting and Timing
	8.3: Working with Photographers and Photo Vendors
		8.3.1: Finding Photographers
		8.3.2: Contracts
		8.3.3: The Photo Session
		8.3.4: Finding Stock Photos
		8.3.5: Cropping and Retouching
		8.3.6: Ethical Considerations
	8.4: Writing Photo Captions
	8.5: The Purpose of Infographics
	8.6: Types of Infographics
		8.6.1: Charts
		8.6.2: Graphic Interface of Subject Content
		8.6.3: Other Kinds of Graphics
	8.7: Creating an Infographic
	8.8: Distributing Photos and Infographics
	8.9: Maintaining Photo and Art Files
	Summary: Publicity Photos and Infographics
9 Radio, Television, and Online Video
	9.1: The Reach of Broadcast Media and Online Video
	9.2: Radio
		9.2.1: Radio News Releases
		9.2.2: Audio News Releases
		9.2.3: Radio Public Service Announcements
		9.2.4: Radio Media Tours
		9.2.5: Radio Promotions
		9.2.6: Community Calendars
	9.3: Television
		9.3.1: Video News Releases
		9.3.2: The New Normal: B-Roll Packaging
		9.3.3: Video Public Service Announcements
		9.3.4: Satellite Media Tours
	9.4: Talk Shows and Product Placements
		9.4.1: Talk Shows
		9.4.2: Magazine Shows
		9.4.3: Product Placement
	9.5: Online Video
	Summary: Radio, Television, and Online Video
10 Websites, Blogs, and Podcasts
	10.1: The Web: Pervasive in Our Lives
	10.2: The New Public Relations Paradigm
	10.3: Websites
		10.3.1: Planning an Effective Website
		10.3.2: Managing the Website
		10.3.3: Making the Site Interactive
		10.3.4: Attracting Visitors to Your Site
		10.3.5: Tracking Site Visitors
	10.4: Writing for the Web
		10.4.1: Providing Content for Online Newsrooms
	10.5: Blogs
		10.5.1: Types of Blogs
	10.6: Podcasts
		10.6.1: Applications of Podcasts
		10.6.2: Equipment and Production
	Summary: Websites, Blogs, and Podcasts
11 Social Media and Mobile Apps
	11.1: The Tsunami of Social Media
	11.2: The Use of Social Media in Public Relations
	11.3: The Continuing Role of Traditional Media
	11.4: Social Networks
		11.4.1: Facebook: King of the Social Networks
		11.4.2: Google+
		11.4.3: LinkedIn: The Professional Network
	11.5: Micro-Blogging Sites and Apps
		11.5.1: Twitter: Saying It in 140 Characters or Less
		11.5.2: Vine
		11.5.3: Instagram
	11.6: Media Sharing Sites
		11.6.1: YouTube: King of Video Clips
		11.6.2: Flickr
		11.6.3: Pinterest
	11.7: The Rising Tide of Mobile Content
		11.7.1: An Ocean of Apps
		11.7.2: QR Codes: Rich Content a Scan Away
		11.7.3: Texting
	11.8: Wikis
	Summary: Social Media and Mobile Apps
12 Intranets, Newsletters, and Brochures
	12.1: Tightening the Writing Focus
	12.2: The Balancing Act of Editors
		12.2.1: A Mission Statement Gives Purpose
		12.2.2: Making an Article Schedule
	12.3: Intranets
	12.4: Online Newsletters
	12.5: The Value of Print Publications
	12.6: Print Newsletters and Magazines
		12.6.1: Meeting Audience Interests
		12.6.2: Article Headlines
		12.6.3: Article Lead Sentences
		12.6.4: Periodical Design
		12.6.5: Periodical Format
		12.6.6: Periodical Layout
		12.6.7: Photos and Illustrations
	12.7: Brochures
		12.7.1: Planning a Brochure
		12.7.2: Brochure Format
		12.7.3: Writing a Brochure
		12.7.4: Brochure Paper
		12.7.5: Types of Fonts
		12.7.6: Ink and Color
		12.7.7: Finding a Printer
	12.8: Annual Reports
		12.8.1: Planning and Writing Annual Reports
		12.8.2: Trends in Content and Delivery
	Summary: Intranets, Newsletters, and Brochures
13 Writing Email, Memos, and Proposals
	13.1: Developing Expertise in Business Communication
	13.2: The Challenge of Communication Overload
	13.3: Email
		13.3.1: Email Purpose
		13.3.2: Email Content
		13.3.3: Email Format
	13.4: Memorandums
	13.5: Traditional Letters
		13.5.1: Purpose of Traditional Letters
		13.5.2: Letter Content
		13.5.3: Letter Format
	13.6: Proposals
		13.6.1: Purpose of Proposals
		13.6.2: Proposal Content and Organization
	13.7: Proposals by Public Relations Firms
	13.8: Briefing and Position Papers
	Summary: Writing Email, Memos, and Proposals
14 Giving Speeches and Presentations
	14.1: The Challenge of Public Speaking Engagements
	14.2: The Basics of Speechwriting
		14.2.1: Researching the Audience and Speaker
		14.2.2: Defining Goals and Content
		14.2.3: Writing the Speech
	14.3: The Basics of Giving a Speech
		14.3.1: Coaching Speakers
		14.3.2: Structuring the Message for the Ear
		14.3.3: Tailoring Remarks to the Audience
		14.3.4: Keeping Speeches Timely and Short
		14.3.5: Gestures and Eye Contact
	14.4: Visual Aids for Presentations
		14.4.1: PowerPoint
		14.4.2: Prezi
	14.5: Being a Good Panelist
		14.5.1: Panels
	14.6: Speaker Training and Placement
		14.6.1: Executive Training
		14.6.2: Speaker’s Bureaus
		14.6.3: Placing Speakers
		14.6.4: Publicity Opportunities
	Summary: Giving Speeches and Presentations
15 Organizing Meetings and Events
	15.1: A World Filled with Meetings and Events
	15.2: Staff and Committee Meetings
	15.3: Larger Group Meetings
		15.3.1: Planning Large Group Meetings
		15.3.2: Meeting Space Logistics
		15.3.3: Meeting Invitations
		15.3.4: Meeting Registration
		15.3.5: Meeting Program
	15.4: Banquets
		15.4.1: Working with Catering Managers
		15.4.2: Banquet Logistics and Timing
	15.5: Receptions and Cocktail Parties
	15.6: Conventions
		15.6.1: Planning a Convention
		15.6.2: Convention Program
	15.7: Trade Shows
		15.7.1: Exhibit Booths
		15.7.2: Newsrooms and Media Relations
	15.8: Promotional Events
		15.8.1: Using Celebrities to Boost Attendance
		15.8.2: Event Planning and Logistics
	15.9: Open Houses and Plant Tours
	Summary: Organizing Meetings and Events
16 Using Direct Mail and Advertising
	16.1: The Business of Direct Mail and Advertising
	16.2: The Basics of Direct Mail
		16.2.1: Advantages of Direct Mail
		16.2.2: Disadvantages of Direct Mail
	16.3: Creating a Direct Mail Package
		16.3.1: Mailing Envelope
		16.3.2: Direct Mail Letter
		16.3.3: Direct Mail Brochure
		16.3.4: Reply Card
		16.3.5: Return Envelope
		16.3.6: Gifts
	16.4: The Basics of Public Relations Advertising
		16.4.1: Advantages of Advertising
		16.4.2: Disadvantages of Advertising
	16.5: Types of Public Relations Advertising
		16.5.1: Image Building
		16.5.2: Investor and Financial Relations
		16.5.3: Public Service
		16.5.4: Advocacy and Issues
		16.5.5: Announcements
	16.6: Creating a Print Ad
		16.6.1: Ad Headline
		16.6.2: Ad Text
		16.6.3: Ad Artwork
		16.6.4: Ad Layout
	16.7: Working with an Ad Agency
	16.8: Native Advertising
	16.9: Other Advertising Channels
		16.9.1: Billboards
		16.9.2: Transit Panels
		16.9.3: Buttons and Bumper Stickers
		16.9.4: Posters
		16.9.5: T-Shirts
		16.9.6: Promotional Items
	Summary: Using Direct Mail and Advertising
17 Working Within a Legal Framework
	17.1: A Sampling of Legal Problems
	17.2: Libel and Defamation
		17.2.1: The Fair Comment Defense
		17.2.2: Avoiding Defamation Suits
	17.3: Invasion of Privacy
		17.3.1: Employee Newsletters
		17.3.2: Photo Releases
		17.3.3: Product Publicity and Advertising
		17.3.4: Media Inquiries about Employees
		17.3.5: Employee Behavior Online
	17.4: Copyright Law
		17.4.1: Fair Use versus Infringement
		17.4.2: Photography and Artwork
		17.4.3: Work for Hire
		17.4.4: Use of Online Material
	17.5: Trademark Law
		17.5.1: The Protection of Trademarks
		17.5.2: The Problem of Trademark Infringement
		17.5.3: Misappropriation of Personality
	17.6: Regulatory Agencies
		17.6.1: The Federal Trade Commission
		17.6.2: The Securities and Exchange Commission
		17.6.3: The Federal Communications Commission
		17.6.4: The Food and Drug Administration
	17.7: Working with Lawyers
	Summary: Working Within a Legal Framework
18 Planning Programs and Campaigns
	18.1: The Value of a Written Plan
	18.2: Developing a PR Plan
		18.2.1: Identifying the Situation
		18.2.2: Gathering Information
		18.2.3: Analyzing the Information
	18.3: Elements of a PR Plan
		18.3.1: The Organization’s Situation
		18.3.2: Campaign Objectives
		18.3.3: Campaign Audience
		18.3.4: Campaign Strategy
		18.3.5: Campaign Tactics
		18.3.6: Campaign Calendar
		18.3.7: Campaign Budget
		18.3.8: Campaign Evaluation
	18.4: Submitting a Plan for Approval
	Summary: Planning Programs and Campaigns
19 Measuring Success
	19.1: The Skill of Measurement
	19.2: The Importance of Measurement
		19.2.1: Current Status of Measurement and Evaluation
	19.3: Measurable Program Objectives
	19.4: Measuring Production/Distribution
	19.5: Measuring Message Exposure
		19.5.1: Media Impressions
		19.5.2: Advertising Value Equivalency
		19.5.3: Systematic Tracking
		19.5.4: Monitoring the Web
		19.5.5: Monitoring Social Media
		19.5.6: Audience Requests, Costs, and Attendance
	19.6: Measuring Audience Awareness
	19.7: Measuring Audience Attitudes
	19.8: Measuring Audience Action
	19.9: Evaluating Newsletters and Brochures
		19.9.1: Evaluation Methods
	19.10: Writing a Measurement Report
	Summary: Measuring Success
Media Resources
Glossary
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Credits
Index
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