Public Relations Writing and Media Techniques

Public Relations Writing and Media Techniques 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.

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Contenu

• PART I: THE BASICS OF PUBLIC RELATIONS WRITING
• Chapter 1: Getting Organized for Writing
• Chapter 2: Becoming a Persuasive Writer
• Chapter 3: Finding and Making News
• Chapter 4: Working with Journalists and Bloggers
• PART II: WRITING FOR MASS MEDIA
• Chapter 5: Writing the News Release
• Chapter 6: Preparing Fact Sheets, Advisories, Media Kits, and Pitches
• Chapter 7: Creating News Features and Op-Ed
• Chapter 8: Selecting Publicity Photos and Graphics
• Chapter 9: Radio, Television, and Video
• Chapter 10: Distributing News to the Media
• Chapter 11. Tapping the Web and Digital Medi
• PART III: Writing for Other Media
• Chapter 12: Tapping the Web and Social Media
• Chapter 13: Newsletters, Brochures, and Intranets
• Chapter 14 Writing E-Mail, Memos, and Proposals
• Chapter 15. Organizing Meetings and Events
• Chapter 16 Using Direct Mail and Advertising
• PART IV: MANAGING PROGRAMS AND CAMPAIGNS
• Chapter 17 Organizing Meetings and Events
• Chapter 18 Planning Programs and Campaigns