Pr Writing: Role and Responsibility -- Public Relations and the Writer -- Ethical and Legal Responsibilities of the PR Writer -- Persuasion -- Research for the Public Relations Writer -- Writing Principles -- Writing to Clarify and Simplify the Complex: Style and Content -- Grammar, Spelling and Punctuation -- Writing for Select Publics -- Email, Memos, Letters, Reports and Proposals -- Backgrounders and Position Papers -- Writing for Mass Media Publics -- News Releases for Print Media -- News for Broadcasting -- Features for Print and Broadcasting -- Message Design Concepts -- Writing Advertising Copy -- Writing for Web Sites -- Writing for a Media Mix -- Media Kits and Media Pitches -- Speeches and Other Presentations -- Newsletters -- Brochures -- Magazines and Annual Reports -- Crisis Communication and the Planning Process -- Readability Formulas -- Copyfitting.