Buch, Englisch, 472 Seiten, Format (B × H): 216 mm x 276 mm, Gewicht: 1160 g
Buch, Englisch, 472 Seiten, Format (B × H): 216 mm x 276 mm, Gewicht: 1160 g
ISBN: 978-1-292-04073-8
Verlag: Pearson
is the most comprehensive and up-to-date public relations writing text available. With real-world examples of award-winning work by PR professionals, this new edition continues to help students master the many techniques needed to reach a variety of audiences in today’s digital age.
The text thoroughly integrates new communication technologies—the Internet, Webcasting, etc.—and shows students the many techniques currently in use to reach a variety of audiences. Clearly written and well-organised, this book emphasises 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 to engage today’s students. This text also serves as an invaluable resource for public relations practitioners in the field.
Autoren/Hrsg.
Weitere Infos & Material
PART I: THE BASICS OF PUBLIC RELATIONS WRITING
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: Finding and Making News
The Challenge of Making News
What Makes News
How to Find News
How to Create News
Chapter 4: Working with Journalists and Bloggers
The Importance of Media Relations
The Media’s Dependence on Public Relations
Public Relations’ Dependence on the Media
Areas of Friction
Working with Journalists
A Media Relations Checklist
Crisis Communication
PART II: WRITING FOR MASS MEDIA
Chapter 5: Writing the News Release
The Backbone of Publicity Programs
The Value of News Releases
Planning a News Release
The Basic Components of a News Release
News Release Formats
The Traditional News Release
The Online News Release
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
The Follow-Up
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 9: Radio, Television, and Video
The Wide Reach of Broadcasting
Radio
Television
Talk Shows and Product Placements
Film Features and Online Video
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 10: Distributing News to the Media
Reaching the Media
Distribution of Materials
PART III: Writing for Other Media
Chapter 12: Tapping the Web and Social Media
The Internet: Pervasive in Our Lives
The World Wide Web
The Basics of Webcasting
The Value of Social Media
The Explosion of Blogs
The Continuing Role of Traditional Media
Chapter l3 Newsletters, Brochures, and Intranets
The Value of Print Publication
The Balancing Act of Editors
Newsletters and Magazines
Online Newsletters
Intranets
Brochures
Annual Reports
Chapter 14 Writing E-Mail, Memos, and Proposals
The Challenge of Managing Information Overload
Memorandums
Letters
Proposals
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
Working with an Ad Agency
Other Advertising Chann
