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Public Relations Writing: The Essentials of Style and Format

by: Bivins, Thomas

Public Relations Writing: The Essentials of Style and Format

by: Bivins, Thomas

ISBN 13:
9780073526232
ISBN 10:
0073526231
Edition: 8th
Format: Paperback
Copyright: 02/19/2013
Publisher: McGraw Hill

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Summary

Public Relations Writing is intended for students who plan to work as public relations practitioners. The fundamentals of “Writing” is emphasized above all else and the author provides instructions on organizing releases for everything from broadcast radio to Twitter.

Amazon no longer offers textbook rentals. We do!

Public Relations Writing: The Essentials of Style and Format

Public Relations Writing: The Essentials of Style and Format

9780073526232

0073526231

Summary

Table of Contents

CHAPTER 1 Writing for Public Relations 1

WHAT IS PUBLIC RELATIONS? 2

WHAT IS PUBLIC RELATIONS WRITING? 4Uncontrolled Information 4Controlled Information 5

Uncontrolled Information 4

Controlled Information 5

TOOLS OF THE PUBLIC RELATIONS WRITER 5

THE PROCESS OF PUBLIC RELATIONS WRITING 6

KEY TERMS 7

CHAPTER 2 Ethical and Legal Issues in Public Relations Writing 8

ETHICAL CONSIDERATIONS OF PERSUASION 9Logic Fallacies 9Other Tactics 10Unethical Language Use 11Ethics and Ghostwriting 11What the Public Relations Society of America Has to Say 13

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

THE LEGAL ASPECTS OF PUBLIC RELATIONS WRITING 15Defamation 15Privacy 16Copyright 16Copyright and the Internet 19Users’ Risks—The Bottom Line 21Trademarks 22

Defamation 15

Privacy 16

Copyright 16

Copyright and the Internet 19

Users’ Risks—The Bottom Line 21

Trademarks 22

KEY TERMS 23

CHAPTER 3 Planning and Research 24

DEVELOPING AN ISSUE STATEMENT 25

RESEARCHING THE TOPIC 28Evaluating Internet Resources 30

Evaluating Internet Resources 30

ANALYZING THE TARGET AUDIENCE 32Conducting Target Audience Research 32

Conducting Target Audience Research 32

AUDIENCE DEFINITION WORKSHEET 38Anticipating Audience Expectations 39

Anticipating Audience Expectations 39

SETTING OBJECTIVES 39

EVALUATION 40

TIMELINE 41

BUDGETING 41Constructing a Basic Budget 43Do You Need a Contract? 44

Constructing a Basic Budget 43

Do You Need a Contract? 44

KEY TERMS 45

CHAPTER 4 Choosing the Right Message and Medium 46

THE PROCESS OF PERSUASION 48

ELABORATION LIKELIHOOD MODEL 50Things to Note about the Elaboration Likelihood Model 50Practical Advice for the Persuader 51

Things to Note about the Elaboration Likelihood Model 50

Practical Advice for the Persuader 51

PERSUASIVE STRATEGIES 51Compliance Strategies 52Argument Strategies 53

Compliance Strategies 52

Argument Strategies 53

CHOOSING THE APPROPRIATE MEDIUM OR MEDIA 56Advantages and Disadvantages of Media Selections 58

Advantages and Disadvantages of Media Selections 58

NEGOTIATING MEDIA BUYS 61Evaluating Your Media Buys 65

Evaluating Your Media Buys 65

LEARNING TO ADAPT 65

KEY TERMS 66

CHAPTER 5 Media Relations and Placement 67

WHAT IS NEWS? 68

WORKING WITH THE MEDIA 69Get to Know Journalists’ Jobs 69Get to Know Journalists as People 69Guidelines for Dealing with the Media 70Guidelines for Interviews 71Guidelines for Correcting Errors 73

Get to Know Journalists’ Jobs 69

Get to Know Journalists as People 69

Guidelines for Dealing with the Media 70

Guidelines for Interviews 71

Guidelines for Correcting Errors 73

MEDIA PLACEMENT 73Deciding Where to Place Your Message 73Getting Your Message to the Media 76Fitting Your Information to Your Outlet 77

Deciding Where to Place Your Message 73

Getting Your Message to the Media 76

Fitting Your Information to Your Outlet 77

PRESS KITS 80Cooperation Is the Key 83

Cooperation Is the Key 83

KEY TERMS 83

CHAPTER 6 News Releases and Backgrounders 84

WHAT IS A NEWS RELEASE? 85

WRITING A NEWS RELEASE 86The Lead 86Quotations and Attributions 88Local Interest 90

The Lead 86

Quotations and Attributions 88

Local Interest 90

WHAT IS PUBLIC RELATIONS WRITING? 4
Uncontrolled Information 4
Controlled Information 5

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

THE LEGAL ASPECTS OF PUBLIC RELATIONS WRITING 15
Defamation 15
Privacy 16
Copyright 16
Copyright and the Internet 19
Users’ Risks—The Bottom Line 21
Trademarks 22

RESEARCHING THE TOPIC 28
Evaluating Internet Resources 30

ANALYZING THE TARGET AUDIENCE 32
Conducting Target Audience Research 32

AUDIENCE DEFINITION WORKSHEET 38
Anticipating Audience Expectations 39

BUDGETING 41
Constructing a Basic Budget 43
Do You Need a Contract? 44

ELABORATION LIKELIHOOD MODEL 50
Things to Note about the Elaboration Likelihood Model 50
Practical Advice for the Persuader 51

PERSUASIVE STRATEGIES 51
Compliance Strategies 52
Argument Strategies 53

CHOOSING THE APPROPRIATE MEDIUM OR MEDIA 56
Advantages and Disadvantages of Media Selections 58

NEGOTIATING MEDIA BUYS 61
Evaluating Your Media Buys 65

WORKING WITH THE MEDIA 69
Get to Know Journalists’ Jobs 69
Get to Know Journalists as People 69
Guidelines for Dealing with the Media 70
Guidelines for Interviews 71
Guidelines for Correcting Errors 73

MEDIA PLACEMENT 73
Deciding Where to Place Your Message 73
Getting Your Message to the Media 76
Fitting Your Information to Your Outlet 77

PRESS KITS 80
Cooperation Is the Key 83

WRITING A NEWS RELEASE 86
The Lead 86
Quotations and Attributions 88
Local Interest 90

NEWS RELEASE FORMAT 91
Timing and Dating Releases 93
Datelines 93
Exclusives and Specials 94

TYPES OF NEWS RELEASES 94
Product Releases 94
Event Announcements 104
Personnel Releases 104
Tips/Hints Releases 104

PITCH LETTERS AND MEDIA ADVISORIES 112
Pitch Letters 112
Media Advisories 113

PRINCIPLES OF DESIGN 130
Balance 130
Proportion 131
Sequence and Emphasis 133
Unity 137
Grids 140
Alignment 140
Type and Typefaces 142

WORKING WITH PROFESSIONAL PRINTERS 146
Printing Processes 146
Paper Choice 148
Ink Choice 151
Binding 152
Swipe Files 153
Computer Layout Preparation for Printing 153
Print Order Preparation 154

PRINT SCHEDULING AND BUDGETING 157
Scheduling 157
Budgeting 158

NEWSLETTERS 162
Types of Newsletters 162
Why a Newsletter? 163
Content 166
Objectives 167
Scheduling and Budgeting 167
Articles 167
Story Ideas 169
Researching Stories 171
Design Considerations 171
Style Sheets 172

MAGAZINES 172
Content and Format 175
Types of Articles 176

FEATURE WRITING FOR NEWSLETTERS AND MAGAZINES 177
Feature Style 178
Writing the Feature Story 181
Common Types of Features 187

EDITORIAL CONSIDERATIONS FOR DISPLAY COPY 188
Writing Headlines 188
Writing Subheads and Crossheads 194
Writing Captions 194
Writing Pull Quotes 194

EVALUATION 196
Methods of Evaluation 196
Evaluating Your Production Schedule 196