Becoming a public relations writer : a writing workbook for emerging and established media

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Title:

Author:

Smith, Ronald D., 1948-

ISBN:

9780415893428

9780415888028

9780203182758

Personal Author:

Smith, Ronald D., 1948-

Edition:

4th ed.

Publication Information:

New York : Routledge, 2012.

Physical Description:

xvi, 413 p. : ill. ; 25 cm.

General Note:

Previous ed.: 2008.

Formerly CIP.

Contents:

Machine generated contents note: 1.Writing...and What It Means to You -- Freewriting -- Writing: Creative or Functional -- Creative Writing -- Functional Writing -- Creativity and Functionality -- Writing to Influence -- Becoming a Better Writer -- An Acquired Talent -- A Developing Talent -- An Ongoing Commitment -- 2.Effective Writing l -- Standard Usage -- Usage Tip 1: Rules and Guidelines -- Usage Tip 2: Grammatical Myths -- Usage Tip 3: Levels of Formality -- Usage Tip 4: Bulky Sentences -- Usage Tip 5: Evolving Usage and Rules -- Usage Tip 6: Noun-Pronoun Agreement -- Usage Tip 7: Subject-Verb Agreement -- Usage Tip 8: Simple Punctuation -- Usage Tip 9: Proper Word Placement -- Usage Tip 10: Parallel Structure -- Simple Language -- Language Tip 1: Writing Naturally -- Language Tip 2: Wordy Phrases -- Language Tip 3: Simple Hinds -- Language Tip 4: Short Sentences -- Language Tip 5: Redundancies -- Language Tip 6: Active Voice -- Language Tip 7: Adjectives and Adverbs --

Contents note continued: Meaningful Language -- Diction Tip 1: Word Pictures -- Diction Tip 2: Precise Language -- Diction Tip 3: Strong Words -- Diction Tip 4: Clichés and Journalese -- Diction Tip 5: Loaded Words -- Diction Tip 6: Jargon -- Diction Tip 7: New Words -- Diction Tip 8: Foreign Words -- Diction Tip 9: Pretentious Language -- Diction Tip 10: Honest Language -- Inclusive Language -- Bias Tip 1: Gender -- Bias Tip 2: Physical Characteristics -- Bias Tip 3: Race and Ethnicity -- Bias Tip 4: Culture and Lifestyle -- 3.Persuasive and Ethical Communication -- Theories of Public Communication -- Process of Communication -- Object of Communication -- Effect of Communication -- Communication and Persuasion -- Persuasion -- Historical Roots -- Research on Persuasion -- Social Psychology Research -- Personality Research -- Lessons from Research -- Message Source -- Message Structure -- Message Content -- Media Factors -- Audience Factors -- Propaganda --

Contents note continued: Persuasion versus Propaganda -- Codes of Ethics -- 4.The Writing Process -- Strategic Planning -- Analysis of Key Publics -- Planning Sheet -- Elements of a Planning Sheet -- Researching the Topic -- Casual Research -- Secondary Research -- Primary Research -- Media Directories -- Nine Steps to Effective Writing -- Going through the Process -- Wrap-Up for Part One -- 5.News and Public Relations -- Defining News -- News Interest -- Categories of News -- Finding News -- Generating News -- 6.Fact Sheet and Advisory -- News Fact Sheet -- Background Fact Sheet -- Event Listings -- Media Memo -- Media Advisory -- Public Advisory -- Story Idea Memo -- Pitch Letter -- 7.News Writing Style -- News Style -- Short Sentences -- Simple Language -- Titles of People -- Attribution of Quotes -- Objectivity -- Neutrality -- Accuracy -- Newsworthy Information -- Legal Issues -- Defamation -- Privacy -- 8.Print News Release -- News Release Format --

Contents note continued: Basics of News Release Writing -- Lead -- Strategic Focus for Lead -- Benefit Statement -- Info/Action Statement -- Secondary Detail -- Background Information -- Organizational Identification -- Examples of News Releases -- News Brief -- Local News Release -- Special -- Types of News Release -- Announcement Release -- Follow-Up Release -- Rewriting -- Common Errors in News Releases -- Why So Many Poor Releases? -- 9.Broadcast News Release -- Broadcast Writing Style -- Broadcast Lead -- Pronouncer -- Broadcast News Release -- Actuality Release -- Audio News Release -- Video News Release -- B-Roll Package -- 10.Multimedia and Social Media Release -- E-Mail Release -- Social Media Release -- SMR Writing -- Online Newsroom -- Media Page Models -- Optimize Online Presence -- 11.Organizational Feature -- Features and Public Relations Writing -- Feature Writing Style -- Writing about People -- Biographical Narrative -- Personal Profile -- Personal Interview --

Contents note continued: Writing about Organizations -- Organizational History -- Organizational Profile -- Backgrounder -- Writing about Issues -- How-To Article -- Question-and-Answer Feature -- Case Study -- Information Digest -- 12.Advocacy and Opinion -- Issues Management -- Identifying Issues -- Analyzing Issues -- Communicating the Position -- Position Statement -- Part 1: Issue Background -- Part 2: Position -- Part 3: Conclusion -- Writing a Position Statement -- Design Elements -- Organizational Statement -- Official Statement -- Contingency Statement -- Talk Paper -- Letter to the Editor -- Writing to Gain Publicity -- Writing to Correct Errors -- Writing to Advocate a Cause -- Commentary -- Issue Advisory -- Proclamation -- Petition -- Green Dissemination -- Wrap-Up for Part Two -- 13.Newsletter and Corporate Report -- Newsletter -- Purpose of Newsletter -- Types of Newsletter -- Newsletter Writing -- Audience Focus -- Newsletter Writing Style --

Contents note continued: Newsletter Headline -- Corporate Report -- Annual Report -- Copy Editing -- Intellectual Property Law -- Copyright -- Trademark -- Service Mark -- 14.Website, Blog, and Wild -- Website -- Concise Web Writing -- Scannable Web Writing -- Objective Web Writing -- Interactive Website -- Website Evaluation -- Blog -- Blog versus Website -- Attracting Readers -- Blog Name -- Blog Content -- Writing Blog Posts -- Blog Evaluation -- Wiki -- Public Relations and Wilds -- Wild Writing -- Wiki Ethics -- 15.Flier and Brochure -- Flier -- Design for Fliers -- Brochure -- Planning Brochures -- Production Schedule -- 16.Direct Mail and Online Appeal -- Making Appeals -- Reader Interest -- Writing the Appeal -- Putting it Together -- Envelope -- Appeal Letter -- Response Device -- Acknowledgment -- Online Fundraising -- Nonprofit Organizations -- Political Fundraising -- Power of the Web -- Cost of E-Mail Fundraising -- Writing E-Mail Appeals --

Contents note continued: 17.Public Relations Advertising -- Creativity -- Free Association -- Forced Association -- Public Relations and Advertising -- Consumer Advertising -- Public Relations Advertising -- Developing the Message -- Visual Message -- Verbal Message -- Advertising Layout -- Advertising Media -- Writing Public Relations Ads -- Public Service Advertising -- Public Interest Topic -- Advertising Council -- 18.Speechwriting -- Speech -- Planning the Speech -- Writing the Speech -- Effective Speechwriting -- Audio-Visual Aids -- Evaluating the Speech -- Question-Answer Session -- Being Interviewed -- Handling Hostility -- News Conference -- Planning Sheet -- Invitational Advisory -- News Conference Agenda -- News Statement -- Media Kit -- Questions and Answers -- News Conference Follow-Up -- Evaluation -- Wrap-Up for Part Three.

Subject Term:

Public relations.

Public relations -- Authorship.

Publicity.

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:IIEMSA	1:GEN-BOOK	33168025555828	659.2 S657B 2012	1	Searching... Unknown

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Summary

Becoming a Public Relations Writer is a comprehensive guide to the writing process for public relations practice. Using straightforward, no-nonsense language, realistic examples, easy-to-follow steps and practical exercises, this text introduces the various formats and styles of writing you will encounter as a public relations practitioner. A focus on ethical and legal issues is woven throughout, with examples and exercises addressing public relations as practiced by corporations, non-profit agencies, and other types of organizations both large and small. In addition, the book offers the most comprehensive list of public relations writing formats to be found anywhere---from the standard news release to electronic mail and other opportunities using a variety of technologies and media.

The fourth edition has been updated to reflect significant developments in the public relations field, including:

New chapter on multimedia and social media releases New chapter on websites, blogs, and wikis Expansion of the chapter on direct mail and online appeals Updated examples of actual pieces of public relations writing A companion website including writing exercises, PowerPoint presentations, and relevant links

Through its comprehensive and accessible approach, Becoming a Public Relations Writer is an invaluable resource for future and current public relations practitioners.