Machine generated contents note: 01.The importance of style: an overview -- Style on the move -- Appreciating style -- Your organisation's style -- Keep it consistent -- Points to watch -- Good style is good manners -- 02.Trouble with plurals and possessives -- Plural matters -- Apostrophe problems -- 03.Making your mark -- Basic punctuation -- When you are quoting... -- 04.Down with capitalism! -- Consistency is the essence -- Why lower case, upper case? -- When to use capitals -- Where difficulties occur -- The trend is to knock it down -- 05.Cliches, jargon and other worn words -- Recognising cliches -- Jargon: help or hindrance? -- Catchphrases quickly become stale... -- ...So can metaphors and similes -- Make room for the idiom -- Beware of slang -- 06.Is it easy to read? -- Edit with the reader in mind -- Aim for short sentences -- Guidelines on paragraphing -- Line width and type size -- Crossheads and subheads -- Line and letter spacing -- Where to break --

Contents note continued: Choice of typeface -- Printing considerations -- Justified or ragged right? -- Putting on the stress -- Choosing and using your designer -- Now it's proof marking time... -- 07.Headlines: making them work -- Use present tense, active verbs -- Questions and humour -- Avoid `label' headings -- Headings in sales leaflets and brochures -- Style and presentation -- Subheadings -- Slogans for brand recall -- Elements of corporate identity -- Headlines for websites -- 08.Dealing with figures and abbreviations -- Figuring out the numbers -- Abbreviations: the long and the short of it -- 09.Keep it short, simple - and plain -- Aim for brevity -- Plain words -- Local government communication -- Watch out for tautology -- Look for active verbs; avoid contractions -- Avoid foreign words or phrases - and Latin -- Loan words needing care -- Double negatives -- Beware `myths' -- Tips for writing tight -- There is still much to do... --

Contents note continued: 10.Social media: the X-factor for PR -- Essential tools for journalists and brands -- Easy set-up for your Twitter account -- Facebook - the PR marketing platform -- Designing and writing blogs -- Content is key -- Edit as you write -- Footnotes -- 11.Writing for the media -- News releases: basic requirements -- Commissioned articles -- 12.Captions: how to handle them -- Photo captions with releases -- Captions in publications -- 13.Why editing matters -- The clue to good copy -- News stories -- Feature articles -- Radio and TV broadcasts -- On-screen editing -- Technical editing -- Edit yourself -- 14.Skills and styles for the office -- Suggested style for correspondence -- Style for emails -- Have clear, clean layout -- Writing a precis -- Writing reports and minutes -- Forms of address -- Invitations to functions -- Replies to invitations -- Acknowledging correspondence -- Setting out documents -- Writing a CV -- Language for the telephone --

Contents note continued: 15.Traps, snares and pitfalls -- Spelling points -- Be careful with foreign words -- Use your dictionary -- ise or -ize verb endings? -- One word or two? -- Puzzles and posers -- Lookalikes need care -- Chestnut time -- They're not right, they're not wrong -- Vogue words and phrases -- Getting in the mood -- Genteelisms -- Keep clear of slang -- Keep mission statements short and simple -- Top 10 tips for writers -- 16.Americanisms - the differences -- Essential differences -- Understanding the media differences -- 17.The spoken word: pronunciation pointers -- Received Pronunciation -- Get the words right too -- 18.Principles of presentation -- First steps for speakers -- Getting ready for the speech -- When you're on stage -- Points for organisers -- 19.Writing for the web -- Effective PR needs internet presence -- Website content and design - the essentials -- What makes a good website -- An IT specialist observes... -- Getting the most out of emails --

Contents note continued: Ezines for easy newsletters -- 20.Tone - the linchpin of reputation -- Basic principles of tone in writing -- Towards a better tone -- 21.Now it's annual report time -- Prime PR opportunity -- Essential aspects -- What makes a good annual report? -- The annual report - vital communications link -- Investor relations in a digital age -- 22.Is it legal? -- What is libel? -- Copyright and moral rights -- Applying for an injunction -- Getting permission -- Data protection -- Dealing with trade marks -- Competitions and promotions -- Self-regulatory codes of practice -- Don't forget the imprint -- Further information -- 23.Keep to the codes -- How to avoid brand reputation damage -- Potential liability warning -- Reputation damage possible -- Advertising codes administered by the ASA -- Broad principles -- PCC Editors' Code -- Author's note.