Public relations writing : the essentials of style and format /
Thomas H. Bivins.
- Seventh edition.
- xv, 330 pages : illustrations ; 23 cm
Includes bibliographical references and index.
Ch. 1: Writing for public relations -- What is public relations -- What is public relations writing -- Uncontrolled information -- Controlled information -- Tools of the public relations writer -- The process of public relations writing -- Key terms -- Ch. 2: Ethical and legal issues in public relations writing -- Ethical considerations of persuasion -- Logic fallacies -- Other tactics -- Unethical language use -- Ethics and ghostwriting -- What the Public Relations Society of America has to say -- The legal aspects of public relations writing -- Defamation -- Privacy -- copyright -- Copyright and the internet -- Users' risks - the bottom line -- Trademarks -- Key terms -- Ch. 3: Planning and research -- Developing an issue statement -- Researching the topic -- Evaluating internet resources -- Analyzing the target audience -- Conducting target audience research -- Audience definition worksheet -- Anticipating audience expectations -- Setting objectives -- Evaluation -- Timeline -- budgeting -- Constructing a basic budget -- Do you need a contract -- Key terms --Ch. 4: Choosing the right message and medium -- the process of persuasion -- Elaboration likelihood model - Things to note about the elaboration likelihood model -- Practical advice for the persuader -- Persuasive strategies -- Compliance strategies -- Argument strategies -- Choosing the appropriate medium or media -- Advantages and disadvantages of media selections -- Negotiating media buys -- Evaluating your media buys -- Leaning to adapt -- Key terms -- Ch. 5: Media relations and placement -- What is news -- Working with the media -- Get to know journalists' jobs -- Get to know journalists as people -- Guidelines for dealing with the media -- Guidelines for interviews -- Guidelines for correcting errors -- Media placement -- Deciding where to place your message -- Getting your message to the media -- Fitting your information to your outlet -- Press kits -- Cooperation is the key -- Key terms -- Ch. 6: News releases and backgrounders -- What is a news release -- Writing a news release -- The lead -- Quotations and attributions -- Local interest -- News release format -- Timing and dating releases -- Datelines -- Exclusives and specials -- Types of news releases -- Product releases -- Event announcements -- Personnel releases -- Tips/hints releases -- Writing news releases for broadcast -- Pitch letters and media advisories -- Pitch letters -- Media advisories -- Backgrounders -- Fact sheets -- Key terms -- Ch. 7: Design, printing, and desktop publishing -- Design: what it is and why it might be Greek to you -- Designing public relations materials -- Principles of design -- Balance -- Proportion -- Sequence and emphasis -- Unity -- Grids -- Alignment - type and typefaces -- Working with professional printers -- Printing processes -- Paper choice -- Ink choice -- Binding -- swipe files -- Computer layout preparation for printing -- Print order preparation -- A word on desktop publishing -- Print scheduling and budgeting -- Scheduling -- budgeting -- Key terms -- Ch. 8: controlled publications -- Newsletters -- Types of newsletters -- Why a newsletter -- Content -- Objectives -- Scheduling and budgeting -- Articles -- Story ideas -- Researching stories -- Design considerations -- Style sheets -- Magazines -- Content and format -- Types of articles -- Trade journals -- Feature writing for newsletters and magazines -- Feature style -- Writing the feature story -- Common types of features --Editorial considerations for display copy -- Writing headlines -- Writing subheads and crossheads -- Writing captions -- Writing pull quotes -- Editing your articles -- Evaluation -- Methods of evaluation -- Evaluating your production schedule -- Brochures -- Planning your brochure -- Fitting it all together -- Other information pieces -- Flyers -- Posters -- Booklets and hybrids -- Annual reports -- Audiences -- Contents -- Writing for annual reports -- The nonprofit annual report -- Key terms -- Ch. 9: Television and radio -- Reaching broadcast audiences -- Video news releases -- Radio and television tapes and actualities -- Interviews and talk shows -- Corporate advertising and public service announcements -- Writing for television -- Basic concepts -- Writing for the eye -- Television scripts -- Writing for radio -- Types of radio announcements -- How to get your public service announcements on the air -- Ch. 10: Speeches and presentations - Types of speeches -- Modes of delivery -- Preparation and writing -- Specifying your purpose -- Analyzing your audience -- Organizing your speech -- Supporting your ideas -- delivery -- The question-and-answer session -- Presentation materials -- Preparing audiovisual materials -- Scripting for audiovisuals -- Key terms -- Ch. 11: Writing for web and social media -- The changing landscape -- A quick word about writing for web sites -- OK, let's get on with Web 2.0 -- Blogs and blogging -- What to blog about -- Writing blog posts -- How to write comments on blogs -- Micro-blogging and twitter -- How to write twitter posts -- The evolution of the press release -- Standard release format -- Search engine optimized releases -- Social media release - How to write a social media release -- Creating an online newsroom -- What to include in your online newsroom -- Online newsrooms to study -- Key terms.
0073511986 9780073511986
2009052619
Public relations--United States Public relations--Authorship.--United States