Public Relations Writing: The Essentials of Style and Format

Title
Contents
CHAPTER 1 Writing for Public Relations
	WHAT IS PUBLIC RELATIONS?
	WHAT IS PUBLIC RELATIONS WRITING?
	Uncontrolled Information
	Controlled Information
	TOOLS OF THE PUBLIC RELATIONS WRITER
	THE PROCESS OF PUBLIC RELATIONS WRITING
	KEY TERMS
CHAPTER 2 Ethical and Legal Issues in Public Relations Writing
	ETHICAL CONSIDERATIONS OF PERSUASION
	Logic Fallacies
	Other Tactics
	Unethical Language Use
	Ethics and Ghostwriting
	What the Public Relations Society of America Has to Say
	THE LEGAL ASPECTS OF PUBLIC RELATIONS WRITING
	Defamation
	Privacy
	Copyright
	Copyright and the Internet
	Users’ Risks—The Bottom Line
	Trademarks
	KEY TERMS
CHAPTER 3 Planning and Research
	DEVELOPING AN ISSUE STATEMENT
	RESEARCHING THE TOPIC
	Evaluating Internet Resources
	ANALYZING THE TARGET AUDIENCE
	Conducting Target Audience Research
	AUDIENCE DEFINITION WORKSHEET
	Anticipating Audience Expectations
	SETTING OBJECTIVES
	EVALUATION
	TIMELINE
	BUDGETING
	Constructing a Basic Budget
	Do You Need a Contract?
	KEY TERMS
CHAPTER 4 Choosing the Right Message and Medium
	THE PROCESS OF PERSUASION
	ELABORATION LIKELIHOOD MODEL
	Things to Note about the Elaboration Likelihood Model
	Practical Advice for the Persuader
	PERSUASIVE STRATEGIES
	Compliance Strategies
	Argument Strategies
	CHOOSING THE APPROPRIATE MEDIUM OR MEDIA
	Advantages and Disadvantages of Media Selections
	NEGOTIATING MEDIA BUYS
	Evaluating Your Media Buys
	LEARNING TO ADAPT
	KEY TERMS
CHAPTER 5 Media Relations and Placement
	WHAT IS NEWS?
	WORKING WITH THE MEDIA
	Get to Know Journalists’ Jobs
	Get to Know Journalists as People
	Guidelines for Dealing with the Media
	Guidelines for Interviews
	Guidelines for Correcting Errors
	MEDIA PLACEMENT
	Deciding Where to Place Your Message
	Getting Your Message to the Media
	Fitting Your Information to Your Outlet
	PRESS KITS
	Cooperation Is the Key
	KEY TERMS
CHAPTER 6 News Releases and Backgrounders
	WHAT IS A NEWS RELEASE?
	WRITING A NEWS RELEASE
	The Lead
	Quotations and Attributions
	Local Interest
	NEWS RELEASE FORMAT
	Timing and Dating Releases
	Datelines
	Exclusives and Specials
	TYPES OF NEWS RELEASES
	Product Releases
	Event Announcements
	Personnel Releases
	Tips/Hints Releases
	WRITING NEWS RELEASES FOR BROADCAST
	PITCH LETTERS AND MEDIA ADVISORIES
	Pitch Letters
	Media Advisories
	BACKGROUNDERS
	FACT SHEETS
	KEY TERMS
CHAPTER 7 Design, Printing, and Desktop Publishing
	DESIGN: WHAT IT IS AND WHY IT MIGHT BE GREEK TO YOU
	DESIGNING PUBLIC RELATIONS MATERIALS
	PRINCIPLES OF DESIGN
	Balance
	Proportion
	Sequence and Emphasis
	Unity
	Grids
	Alignment
	Type and Typefaces
	WORKING WITH PROFESSIONAL PRINTERS
	Printing Processes
	Paper Choice
	Ink Choice
	Binding
	Swipe Files
	Computer Layout Preparation for Printing
	Print Order Preparation
	A WORD ON DESKTOP PUBLISHING
	PRINT SCHEDULING AND BUDGETING
	Scheduling
	Budgeting
	KEY TERMS
CHAPTER 8 Controlled Publications
	NEWSLETTERS
	Types of Newsletters
	Why a Newsletter?
	Content
	Objectives
	Scheduling and Budgeting
	Articles
	Story Ideas
	Researching Stories
	Design Considerations
	Style Sheets
	MAGAZINES
	Content and Format
	Types of Articles
	TRADE JOURNALS
	FEATURE WRITING FOR NEWSLETTERS AND MAGAZINES
	Feature Style
	Writing the Feature Story
	Common Types of Features
	EDITORIAL CONSIDERATIONS FOR DISPLAY COPY
	Writing Headlines
	Writing Subheads and Crossheads
	Writing Captions
	Writing Pull Quotes
	EDITING YOUR ARTICLES
	EVALUATION
	Methods of Evaluation
	Evaluating Your Production Schedule
	BROCHURES
	Planning Your Brochure
	Fitting It All Together
	OTHER INFORMATION PIECES
	Flyers
	Posters
	Booklets and Hybrids
	ANNUAL REPORTS
	Audiences
	Contents
	Writing for Annual Reports
	The Nonprofit Annual Report
	KEY TERMS
CHAPTER 9 Television and Radio
	REACHING BROADCAST AUDIENCES
	Video News Releases
	Radio and Television Tapes and Actualities
	Interviews and Talk Shows
	Corporate Advertising and Public Service Announcements
	WRITING FOR TELEVISION
	Basic Concepts
	Writing for the Eye
	Television Scripts
	WRITING FOR RADIO
	Types of Radio Announcements
	How to Get Your Public Service Announcements on the Air
	KEY TERMS
CHAPTER 10 Speeches and Presentations
	TYPES OF SPEECHES
	MODES OF DELIVERY
	PREPARATION AND WRITING
	Specifying Your Purpose
	Analyzing Your Audience
	Organizing Your Speech
	Supporting Your Ideas
	DELIVERY
	THE QUESTION-AND-ANSWER SESSION
	PRESENTATION MATERIALS
	Preparing Audiovisual Materials
	Scripting for Audiovisuals
	KEY TERMS
CHAPTER 11 Writing for Web and Social Media
	THE CHANGING LANDSCAPE
	A Quick Word about Writing for Web Sites
	OK, Let’s Get on with Web 2.0
	BLOGS AND BLOGGING
	What to Blog About
	Writing Blog Posts
	How to Write Comments on Blogs
	Micro-Blogging and Twitter
	How to Write Twitter Posts
	THE EVOLUTION OF THE PRESS RELEASE
	Standard Release Format
	Search Engine Optimized Releases
	Social Media Release
	How to Write a Social Media Release
	CREATING AN ONLINE NEWSROOM
	What to Include in Your Online Newsroom
	Online Newsrooms to Study
	KEY TERMS
Glossary
Index