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Public Relations Writing and Media Techniques, 6th Edition

By Dennis L. Wilcox

Published by Pearson

Published Date: Dec 24, 2008


Public Relations Writing and Media Techniques is the most comprehensive and up-to-date public relations writing book available. With real-world examples of award-winning work by PR professionals, this new edition continues to help readers master the many techniques needed to reach a variety of audiences in today’s digital age. Clearly written and well-organized, this book emphasizes 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. This text also serves as an invaluable resource for public relations practitioners in the field.

Table of Contents

Chapter 1: Getting Organized for Writing


The Framework of Public Relations

The Public Relations Writer

Preparation for Writing

Research: the prelude to writing

Writing Guidelines

Errors to Avoid


Chapter 2: Becoming a Persuasive Writer


Persuasion: As Old as Civilization

The Basics of Communication

Theories of Communication

Factors in Persuasive Writing

Persuasive Speaking

Persuasion and Propaganda

The Ethics of Persuasion


Chapter 3: Avoiding Legal Hassles


A Sampling of Legal Problems

Libel and Defamation

The Fair Comment Defense

Avoiding Libel Suits

Invasion of Privacy

Copyright Law

Trademark Law

Regulations by Government Agencies

Other Regulatory Agencies

Working With Lawyers


Chapter 4: Finding and Making News


The Challenge of Making News

What Makes News

How to Find News

How to Create News


Chapter 5: Writing the News Release


The Backbone of Publicity Programs

The Value of News Releases

Planning a News Release

Types of News Releases

Parts of a Traditional News Release

Writing the Email News Release

Preparing the Multimedia News Release


Chapter 6: Preparing Fact Sheets, Advisories, Media Kits, and Pitches

Expanding the Publicity Tool Kit

Fact Sheets

Media Advisories

Media Kits

Pitching a Story


Chapter 7: Creating News Features and Op-Ed


The Value of Features

Planning a News Feature

Types of Features

Parts of a Feature

Placement Opportunities

Writing an Op-Ed


Chapter 8: Selecting Publicity Photos and Graphics


The Importance of Publicity Photos

Components of a Good Photo

Working With Photographers

Writing Photo Captions

Creating Other Graphics

Maintaining Photo and Art Files

Distributing Photos and Artwork


Chapter 9: Writing for Radio and Television


The Wide Reach of Broadcasting Radio


Personal Appearances and Product Placements


Chapter 10: Distributing News to the Media


Reaching the Media

Media Databases

Editorial Calendars

Tip Sheets

Distribution of Materials


Chapter 11: Getting Along With Journalists


The Importance of Media Relations

Media Dependence on Public Relations

Public Relations Dependence on the Media

Areas of Friction

Working With Journalists

A Media Relations Checklist

Crisis Communications


Chapter 12: Tapping the Web and New Media


The Internet: Pervasive in Our Lives

The World Wide Web

The Basics of Webcasting

The Rise of Social Media

The Explosion of Blogs

The Continuing Role of Traditional Media


Chapter l3   Producing Newsletters and Brochures


The Value of Print Publication

The Balancing Act of Editors

Newsletters and Magazines

Online Newsletters


Annual Reports

Desktop Publishing


Chapter 14  Writing E-Mail, Memos, and Proposals


The Challenge of Managing Information Overload






Chapter 15  Giving Speeches and Presentations


The Challenge of the Speaking Circuit

The Basics of Speech Writing

The Basics of Giving a Speech

Visual Aids for Presentations

Other Speech Formats

Speaker Training and Placement


Chapter 16  Using Direct Mail and Advertising


The Basics of Direct Mail

Creating A Direct Mail Package

The Basics of Public Relations Advertising

Types of Public Relations Advertising

Creating a Print Ad

Other Advertising Channels


Chapter 17  Organizing Meetings and Events


A World FIlled with Meetings and Events

Staff and Committee Meetings

Group Meetings


Receptions and Cocktail Parties

Open Houses and Plant Tours


Trade Shows

Promotional Events


Chapter l8   Planning Programs and Campaigns


The Value of a Writing Plan

Developing a Plan

Elements of the Plan

Submitting a Plan for Approval


Chapter l9   Measuring Success


The Importance of Measurement

Program Objectives

Measurement of Production/Distribution

Measurement of Message Exposure

Measurement of Audience Awareness

Measurement of Audience Attitudes

Measurement of Audience Action

Evaluation of Newsletters and Brochures

Writing a Measurement Report


Public Relations Writing and Media Techniques, 6th Edition

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