Public relations writing: the essentials of style and format
Gespeichert in:
| Beteilige Person: | |
|---|---|
| Format: | Buch |
| Sprache: | Englisch |
| Veröffentlicht: |
New York, NY
McGraw-Hill
2013
|
| Ausgabe: | Eighth edition |
| Schlagwörter: | |
| Links: | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=029635565&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| Umfang: | xv, 329 Seiten Illustrationen 24 cm |
| ISBN: | 9780073526232 |
Internformat
MARC
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Datensatz im Suchindex
| _version_ | 1819367790840119296 |
|---|---|
| adam_text | Contents
CHAPTER 1
CHAPTER 2
Preface xiii
Writing for Public Relations 1
WHAT IS PUBLIC RELATIONS? 2
WHAT IS PUBLIC RELATIONS WRITING? 4
Uncontrolled Information 4
Controlled Information 5
TOOLS OF THE PUBLIC RELATIONS WRITER 5
THE PROCESS OF PUBLIC RELATIONS WRITING 6
KEY TERMS 7
Ethical and Legal Issues
in Public Relations Writing 8
ETHICAL CONSIDERATIONS OF PERSUASION 9
Logic Fallacies 9
Other Tactics 10
Unethical Language Use 11
Ethics and Ghostwriting 11
What the Public Relations Society of America Has to Say 13
PUBLIC RELATIONS AND THE INTERNET 15
Blogging 15
Social Media Marketing 16
PRSA’s Most Recent Take on the Subject 17
vi Contents
CHAPTER 3
CHAPTER 4
THE LEGAL ASPECTS OF PUBLIC RELATIONS WRITING 17
Defamation 18
Privacy 19
Copyright 19
Copyright and the Internet 21
Users Risks—The Bottom Line 24
Trademarks 25
KEY TERMS 26
Planning and Research 27
DEVELOPING AN ISSUE STATEMENT 28
RESEARCHING THE TOPIC 31
Evaluating Internet Resources 33
ANALYZING THE TARGET AUDIENCE 35
Conducting Target Audience Research 35
AUDIENCE DEFINITION WORKSHEET 41
Anticipating Audience Expectations 42
SETTING OBJECTIVES 42
EVALUATION 43
TIMELINE 44
BUDGETING 44
Constructing a Basic Budget 45
Do You Need a Contract? 46
KEY TERMS 46
Choosing the Right Message
and Medium 47
THE PROCESS OF PERSUASION 49
ELABORATION LIKELIHOOD MODEL 51
Things to Note about the Elaboration Likelihood Model 51
Practical Advice for the Persuader 52
PERSUASIVE STRATEGIES 52
Compliance Strategies 53
Argument Strategies 54
Contents vii
CHAPTER 5
CHOOSING THE APPROPRIATE MEDIUM OR MEDIA 57
Advantages and Disadvantages of Media Selections 58
NEGOTIATING MEDIA BUYS 62
Evaluating Your Media Buys 63
BUYING THE INTERNET 64
Whom Will You Be Talking To? 64
What Media Will Help Accomplish Your Objectives? 64
Tool-Specific-Options 65
LEARNING TO ADAPT 66
KEY TERMS 66
Media Relations and Placement 67
WHAT IS NEWS? 68
WORKING WITH THE MEDIA 69
Get to Kno w Journalists ’ Jobs 69
Get to Kno w Journalists as People 69
Guidelines for Dealing with the Media 70
Guidelines for Intervie ws 71
Guidelines for Correcting Errors 73
MEDIA PLACEMENT 73
Deciding Where to Place Your Message 73
Getting Your Message to the Media 75
Fitting Your Information to Your Outlet 76
MEDIA KITS 78
DIGITAL MEDIA KITS 82
Guidelines for Building a Digital Media Kit 82
CREATING AN ONLINE NEWSROOM 84
What to Include in Your Online Newsroom 85
Online Newsrooms to Study 87
THE SOCIAL MEDIA APPROACH 87
Cooperation Is the Key 90
KEY TERMS 90
CHAPTER 6
CHAPTER 7
Writing for Web and Social Media 91
THE CHANGING LANDSCAPE 92
A Quick Word about Writing for Websites 93
OK, Let s Get on with Web 2.0 95
BLOGS AND BLOGGING 96
What to Blog About 97
Writing Blog Posts 98
How to Write Comments on Blogs 99
Micro-Blogging and Twitter 102
How to Write Twitter Posts 102
KEY TERMS 104
News Releases and Related
Materials 105
WHAT IS A NEWS RELEASE? 106
WRITING A NEWS RELEASE 107
The Lead 107
Quotations and Attributions 109
Local Interest 111
NEWS RELEASE FORMAT 112
Timing and Dating Releases 114
Datelines 114
Exclusives and Specials 115
TYPES OF NEWS RELEASES 115
Product Releases 115
Event Announcements 119
Personnel Releases 119
Tips/Hints Releases 124
WRITING NEWS RELEASES FOR BROADCAST 124
PITCH LETTERS AND MEDIA ADVISORIES 129
Pitch Letters 129
Media Advisories 132
THE DIGITAL NEWS RELEASE 134
Standard Release Format 136
CHAPTER 8
Contents ix
Search Engine Optimized Releases 136
Social Media Release 138
How to Write a Social Media Release 139
The Inbound Marketing News Release 144
BACKGROUNDERS 146
FACT SHEETS 147
KEY TERMS 153
Controlled Publications 154
NEWSLETTERS 155
Types of Newsletters 155
Why a Newsletter? 156
Content 159
Objectives 160
Scheduling and Budgeting 160
Articles 160
Story Ideas 162
Researching Stories 164
Design Considerations 164
Style Sheets 165
CREATING A DIGITAL NEWSLETTER 165
Online Versions 167
E-mail Versions 169
MAGAZINES 172
Content and Format 172
Types of Articles 174
TRADE JOURNALS 174
FEATURE WRITING FOR NEWSLETTERS
AND MAGAZINES 175
Feature Style 175
Writing the Feature Story 178
Common Types of Features 184
EDITORIAL CONSIDERATIONS FOR DISPLAY
COPY 190
Writing Headlines 190
Writing Subheads and Crossheads 191
Writing Captions 191
Writing Pull Quotes 192
EDITING YOUR ARTICLES 192
EVALUATION 193
Methods of Evaluation 193
Evaluating Your Production Schedule 196
BROCHURES 202
Planning Your Brochure 203
Fitting It All Together 206
OTHER INFORMATION PIECES 217
Flyers 217
Posters 219
Booklets and Hybrids 221
The Nonprofit Annual Report 223
KEY TERMS 228
CHAPTER 9 Design, Printing, and Desktop
Publishing 229
DESIGN: WHAT IT IS AND WHY IT MIGHT BE
GREEK TO YOU 230
DESIGNING PUBLIC RELATIONS MATERIALS 231
PRINCIPLES OF DESIGN 234
Balance 234
Proportion 235
Sequence and Emphasis 237
Unity 241
Grids 244
Alignment 244
Type and Typefaces 246
WORKING WITH PROFESSIONAL PRINTERS 249
Printing Processes 250
Paper Choice 252
Ink Choice 255
Binding 256
Contents xi
Swipe Files 256
Submitting your Layout for Printing 257
A WORD ON DESKTOP PUBLISHING 258
PRINT SCHEDULING AND BUDGETING 260
Scheduling 260
Budgeting 261
KEY TERMS 263
CHAPTER 10 Television and Radio 264
REACHING BROADCAST AUDIENCES 265
Video News Releases 265
Radio and Television Actualities 267
Interviews and Talk Shows 267
Corporate Advertising and Public Service
Announcements 267
WRITING FOR TELEVISION 268
Basic Concepts 268
Writing for the Eye 270
Television Scripts 270
WRITING FOR RADIO 283
Types of Radio Announcements 284
How to Get Your Public Service Announcements
on the Air 286
KEY TERMS 290
CHAPTER 11 Speeches and Presentations 291
TYPES OF SPEECHES 292
MODES OF DELIVERY 292
PREPARATION AND WRITING 293
Specifying Your Purpose 293
Analyzing Your Audience 293
Organizing Your Speech 294
Supporting Your Ideas 297
DELIVERY 297
THE QUESTION-AND-ANSWER SESSION 298
xii Contents
PRESENTATION MATERIALS 298
Preparing Audiovisual Materials 299
Scripting for Audiovisuals 301
KEY TERMS 303
Glossary 305
Index 317
|
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| isbn | 9780073526232 |
| language | English |
| lccn | 012044940 |
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| title | Public relations writing the essentials of style and format |
| title_auth | Public relations writing the essentials of style and format |
| title_exact_search | Public relations writing the essentials of style and format |
| title_full | Public relations writing the essentials of style and format Thomas H. Bivins, University of Oregon |
| title_fullStr | Public relations writing the essentials of style and format Thomas H. Bivins, University of Oregon |
| title_full_unstemmed | Public relations writing the essentials of style and format Thomas H. Bivins, University of Oregon |
| title_short | Public relations writing |
| title_sort | public relations writing the essentials of style and format |
| title_sub | the essentials of style and format |
| topic | Public relations United States Public relations United States Authorship |
| topic_facet | Public relations United States Public relations United States Authorship USA |
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