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Public Relations Writing : Form and Style

ISBN: 9780534522902 | 0534522904
Edition: 5th
Format: Paperback
Publisher: Wadsworth Publishing
Pub. Date: 8/6/1997

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SummaryTable of Contents
"This well-written "hands-on" text guides you through the steps of good PR writing, including style and techniques, with writing assignments that you'll likely have to do in your early jobs: emails, memos, letters, reports and proposals, backgrounders and position papers. Plus, this comprehensive guide also covers writing for mass media and more complex PR writing functions, such as media kits, media pitches, print and online newsletters, brochures, print and online magazines, and annual reports."--BOOK JACKET.
PART ONE PR Writing: Role and Responsibility1(86)
CHAPTER 1 Public Relations and the Writer
3(15)
Defining Public Relations
4... MORE
Analyzing, Predicting and Counseling
5(1)
Advertising, Publicity and PR
6(1)
The Two-Way Street
7(1)
Publics, Channels and the Role of the Writer
7(8)
The Public in Public Relations
8(5)
Priority Publics
13(1)
Channels
13(1)
The Role of the Writer
14(1)
Conclusions
15(1)
Exercises
16(1)
Notes
16(1)
Selected Bibliography
17(1)
CHAPTER 2 Ethical and Legal Responsibilities of the PR Writer
18(24)
Circles of Influence
20(2)
Dynamics
20(2)
Values
22(1)
Influence of Personal Standards
22(3)
Educating
22(1)
Refusing
23(1)
Requesting Reassignment
24(1)
Taking the Assignment
25(1)
Influence of Organization and Industry Standards
25(3)
Perceptions
25(2)
Organizational Culture and Values
27(1)
Automatic Responses
27(1)
Influence of Public Relations Standards of Practice
28(2)
Accuracy
28(1)
Honesty, Truth and Fairness
29(1)
False or Misleading Information
29(1)
Influence of Laws and Regulations
30(6)
Negative Laws
30(1)
Contracts
31(1)
Contempt
32(1)
Libel Laws and Privacy Issues
32(3)
Copyrights and Other Rights
35(1)
Government Regulators
35(1)
Influence of Primary Publics
36(1)
Shared Values
36(1)
Adversarial Groups
36(1)
Conclusions
37(2)
Exercises
39(1)
Notes
39(1)
Selected Bibliography
40(2)
CHAPTER 3 Persuasion
42(25)
Opinion Formation and Change
44(2)
Opinion, Attitude and Belief
44(1)
Models of Attitude Formation
45(1)
The Nature of Persuasion
46(5)
Aspects of Persuasion
46(3)
Steps in the Persuasion Process
49(2)
Typology of Steps of Persuasion
51(3)
Persuasion and Logic
52(1)
Expectations
52(1)
Experience
52(1)
Perceptions
53(1)
Connections
53(1)
Values
53(1)
Persuasion and Communication
54(9)
Source
54(2)
Message
56(2)
Medium
58(2)
Audience
60(1)
Effect
61(1)
An Alternative Theory
61(2)
Conclusions
63(1)
Exercises
64(1)
Notes
65(1)
Selected Bibliography
66(1)
CHAPTER 4 Research for the Public Relations Writer
67(20)
Research in Public Relations
68(7)
Categories of Research for the PR Writer
69(5)
Research for Storage and Retrieval
74(1)
Sources for PR Writers and Researchers
75(7)
Secondary Sources for Research
75(2)
Primary Sources for Research
77(4)
Verifying
81(1)
Skepticism--A Requisite for All Research
82(1)
Questions to Ask
82(1)
Answers Prompt Questions
82(1)
Virtual Reality and Research
82(1)
Facts Sheets--Basic PR Tools
83(1)
Conclusions
84(1)
Exercises
85(1)
Notes
85(1)
Selected Bibliography
85(2)
PART TWO Writing Principles87(62)
CHAPTER 5 Writing for Clarity and Interest
89(17)
Message, Audience, Medium
90(1)
Message
90(1)
Audience
90(1)
Medium
91(1)
Clarity and Interest: Elements of Style
91(12)
Readability
91(4)
Naturalness
95(1)
Variety
96(1)
Euphony
97(1)
Human Interest
98(1)
Trite Expressions
98(1)
Eliminating Bias
98(5)
Conclusions
103(1)
Exercises
104(1)
Notes
104(1)
Selected Bibliography
104(2)
CHAPTER 6 Simplifying the Complex
106(20)
Know Your Subject
108(2)
Use Plain English
110(6)
Avoid Doublespeak
111(2)
Describe, Don't Define
113(3)
Take One Step at a Time
116(1)
Make the Central Points Clear
117(1)
Explain the Unfamiliar with the Familiar
118(5)
Make the Message Accessible
123(1)
Conclusions
124(1)
Exercises
124(1)
Notes
125(1)
Selected Bibliography
125(1)
CHAPTER 7 Grammar, Spelling and Punctuation
126(23)
Ambiguity and Grammar
127(2)
That Versus Which
127(1)
Subject-Verb Agreement
128(1)
Myths of Grammar
129(1)
Split Infinitives
130(1)
Sentence-Ending Prepositions
130(1)
Usage Manuals
130(2)
Verbs
132(1)
Emotive and Cognitive Meaning
133(1)
Spelling
133(4)
Punctuation
137(3)
Software Packages for Spelling, Grammar and Style
140(2)
Conclusions
142(1)
Exercises
142(4)
Notes
146(1)
Selected Bibliography
146(3)
PART THREE Writing for Select Audiences149(60)
CHAPTER 8 Memos and Letters, Reports and Proposals
151(44)
Memos
152(8)
Memo Formats
152(3)
Classifications of Memos
155(4)
Factors Affecting the Use of Memos
159(1)
Electronic Mail: e-Mail
160(3)
Formats and Content
162(1)
Style
162(1)
Letters
163(6)
Business Letter Format
163(1)
Types of Letters
164(5)
Reports and Proposals
169(22)
Organization of Reports and Proposals
169(3)
Readability and Applicability
172(19)
Conclusions
191(2)
Exercises
193(1)
Notes
194(1)
Selected Bibliography
194(1)
CHAPTER 9 Backgrounders and Position Papers
195(14)
Backgrounders
197(5)
Research
197(1)
Writing
197(5)
Documentation
202(1)
Position Papers
202(4)
Stating the Issue
204(1)
Background
204(1)
Position
204(1)
Recommendations
205(1)
Format
206(1)
Special Uses
206(1)
Conclusions
207(1)
Exercises
208(1)
Selected Bibliography
208(1)
PART FOUR Writing for Mass Media Audiences209(112)
CHAPTER 10 News Releases for Print Media
211(25)
News
212(3)
What Is News?
212(1)
Finding News
213(1)
Getting News into Print
214(1)
Writing News Releases
215(15)
Approach
216(4)
Form and Style
220(5)
Electronic Transmission of Releases
225(1)
Types of Releases
225(5)
Preparing and Delivering News Releases
230(3)
Technical Considerations
230(1)
Dealing with the Media
231(3)
Conclusions
233(1)
Exercises
234(1)
Notes
235(1)
Selected Bibliography
235(1)
CHAPTER 11 News for Broadcasting
236(25)
Facts, Sights and Sounds
237(5)
Announcements and Special Events
237(3)
News Conferences
240(2)
Crises
242(1)
Talk Shows
242(1)
News on Call
242(1)
News Releases
242(1)
VNRs
243(1)
Broadcast Writing Style
244(9)
Physical Preparation
246(4)
Structural Considerations
250(1)
Supplying Tape (Audio and Video)
251(2)
Conclusions
253(6)
Exercises
259(1)
Notes
259(1)
Selected Bibliography
259(2)
CHAPTER 12 Features for Print and Broadcasting
261(16)
Generating and Selling Ideas
262(3)
Discovering Feature Material
262(1)
Finding a Market for the Features
262(1)
Writing the Query Letter and Following Up
263(1)
Working with the Medium
264(1)
Evaluating Topics
265(2)
Reader Interest
265(1)
Reader Consequence
265(1)
Angle
266(1)
Research
267(2)
Background Research
267(1)
Interviewing
268(1)
Writing
269(4)
The Lead
269(1)
Development
270(1)
Verification and Illustration
270(1)
Anecdotes
271(1)
Quotations
272(1)
Humanization
272(1)
Dramatization
272(1)
Description
273(1)
Mini-Docs
273(2)
Conclusions
275(1)
Exercises
276(1)
Notes
276(1)
Selected Bibliography
276(1)
CHAPTER 13 Writing Advertising Copy
277(32)
Advertising as a Persuasive Force
283(3)
Appeal
283(1)
Positioning
283(3)
Behavior
286(1)
Basic Guidelines for Writing Advertising Copy
286(5)
Purpose
287(1)
Objective Facts
287(1)
The Publics
287(1)
Media
287(1)
The Creative Approach
288(1)
Visualization
289(1)
Language
289(1)
Repetition
289(2)
Copywriting for Broadcast and Film Media
291(7)
Public Service Announcements
292(1)
Copywriting for Television and Film
293(2)
Copywriting for Radio
295(3)
Copywriting for Print Media
298(9)
Attention
298(1)
Interest
299(1)
Desire
299(1)
Credibility
300(1)
Action
300(1)
Copywriting for Newspapers
300(2)
Copywriting for Magazines
302(1)
Copywriting for Direct Response and Direct Advertising
303(2)
Copywriting for Out-of-Home Media
305(1)
Copywriting for Sales Promotion
306(1)
Conclusions
307(1)
Exercises
308(1)
Selected Bibliography
308(1)
CHAPTER 14 Crisis Communication
309(12)
Planning
310(3)
Corporate Information
311(1)
Corporate Plan
311(2)
Media Kits
313(1)
Handling the Crisis
313(4)
Constraints
314(1)
Continuing Problems
315(1)
The Significance of Planning
316(1)
Conclusions
317(1)
Exercises
317(1)
Notes
318(1)
Selected Bibliography
318(3)
PART FIVE Writing for Special Audiences321(168)
CHAPTER 15 Newsletters
323(18)
Criteria for Successful Newsletters
324(2)
Filling Unmet Needs
324(1)
Uniqueness
324(1)
Distribution
325(1)
Knowledge and Skills
325(1)
Frequency
325(1)
Format
326(1)
Types and Functions of Newsletters
326(5)
Employee and Member Newsletters
327(2)
Special-Interest Subscriber Newsletters
329(1)
Technical and Content Considerations
329(2)
Reporting and Writing for Newsletters
331(3)
Reporting
331(1)
Writing Tips for Newsletters
332(1)
Fitting Newsletter Copy and Design
332(2)
Writing and Designing Newsletters on Desktop Systems
334(5)
Expediting Editorial Matter
334(2)
Designing
336(3)
Conclusions
339(1)
Exercises
340(1)
Notes
340(1)
Selected Bibliography
340(1)
CHAPTER 16 Brochures and Web Pages
341(23)
Purpose
342(1)
Persuade
343(1)
Inform and Educate
343(1)
Concept
343(6)
Purpose and Object
344(4)
Using a Desktop Publishing System
348(1)
Giving Shape to Information
349(3)
Rules
349(1)
Accuracy
349(1)
Active Voice
350(1)
Style
350(1)
Tone
350(1)
Visuals
351(1)
Designing Brochures
352(6)
Format
352(1)
Type
353(2)
Paper
355(1)
White Space
356(1)
Color
357(1)
Reproduction
358(1)
Letterpress
358(1)
Offset
359(1)
Gravure
359(1)
Distribution
359(1)
Web Pages
360(1)
Conclusions
361(2)
Exercises
363(1)
Notes
363(1)
Selected Bibliography
363(1)
CHAPTER 17 Employee/Association/Trade Magazines and Presentations
364(28)
Magazines
364(11)
Topics
365(3)
Employee Publications
368(4)
Association Publications
372(1)
Trade and Industry Publications
372(3)
Corporate Publications for the Public
375(1)
Speeches
375(6)
Types of Speeches
376(1)
Planning
377(1)
Paring
378(1)
Persuading
378(1)
The Mechanics of Organization
378(1)
Style
379(1)
Setting the Stage and Writing the Finale
380(1)
Scripts
381(7)
Differences and Similarities
381(1)
Planning
382(1)
Development
382(1)
Matching Words and Sights
383(5)
Computer Advantages
388(1)
Conclusions
388(2)
Exercises
390(1)
Notes
390(1)
Selected Bibliography
391(1)
CHAPTER 18 Annual, Employee and Public Interest Reports
392(24)
Clarity Versus Accuracy
393(6)
Say It Right and Simply
398(1)
Comprehension
398(1)
Planning the Report
399(2)
Purpose
399(1)
Audience
400(1)
Writing the Report
401(10)
Determining Content
401(7)
Theme
408(1)
Style
409(2)
Timing
411(1)
Employee and Public Interest Annual Reports
411(3)
Employee Annual Reports
411(1)
Public Interest Reports
412(2)
Conclusions
414(1)
Exercises
415(1)
Notes
415(1)
CHAPTER 19 Media Kits
416(52)
Media Kit Use and Content
417(47)
Media Kits for Special Events
418(2)
Media Kits for News Conferences
420(43)
Media Kits for a Crisis
463(1)
Materials for Media Rooms--Crises and Special Events
464(1)
Conclusions
465(2)
Exercises
467(1)
Notes
467(1)
Selected Bibliography
467(1)
CHAPTER 20 Campaign Writing
468(21)
Mission Statement
469(2)
Explicitness
469(2)
Affirmation of Mission
471(1)
Business Mission
471(1)
The Information Base
471(2)
Kinds of Information
471(1)
Analyzing Information
472(1)
Forecasting
473(1)
Objectives
473(1)
Goals
474(1)
Strategy
475(7)
Organizational Strategy
475(1)
Business Strategy
476(1)
Functional Strategy
476(1)
Message Strategies
477(2)
Media Strategy and Mix
479(3)
Control
482(1)
Coordination
483(1)
Tactical Implementation
484(1)
Monitoring and Evaluation
485(1)
Conclusions
486(2)
Exercises
488(1)
Selected Bibliography
488(1)
Appendix A Readability Formulas489(4)
Flesch's Reading Ease and Human Interest Formulas489(1)
Gunning's Fog Index490(1)
Dale-Chall Formula491(1)
Other Readability Tests491(2)
Appendix B Copyfitting493(4)
Sizing Copy493(1)
Sample Copyfitting Problems494(3)
Appendix C Compliances497(6)
C.1 Procedures for Clearing News Releases498(1)
C.2 FTC's Deceptive and Unsubstantiated Claims Policy499(4)
Index503

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