Part one. The basics of public relations writing : 1. Getting organized for writing -- 2. Becoming a persuasive wriger -- 3. Finding and making news -- 4. Working with journalists and bloggers ; Part two. Writing for mass media : 5. Writing the news release -- 6. Preparing fact sheets, advisories, media kits, and pitches -- 7. Creating news features and op-eds -- 8. Selecting publicity photos and graphics -- 9. Radio, television, and online video -- 10. Distributing news to the media -- 11. Avoiding legal hassles ; Part 3. Writing for other media : 12. Tapping the web and digital media -- 13. Newsletters, brochures, and intranets -- 14. Writing email, memos, and proposals -- 15. Giving speeches and presentations -- 16. Using direct mail and advertising ; Part four. Managing perograms and campaigns : 17. Organizing meeting and events -- 18. Planning programs and campaigns -- 19. Measuring success.