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Public Relations Writing and Media Techniques, 6th Edition

By Dennis L. Wilcox

Published by Pearson

Published Date: Dec 24, 2008

Description

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

Television

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

Brochures

Annual Reports

Desktop Publishing

 

Chapter 14  Writing E-Mail, Memos, and Proposals

 

The Challenge of Managing Information Overload

Email

Memorandums

Letters

Proposals

 

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

Banquets

Receptions and Cocktail Parties

Open Houses and Plant Tours

Conventions

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

Print

Public Relations Writing and Media Techniques, 6th Edition

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