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Public Relations Writing : Form and Style

ISBN: 9780534556396 | 0534556396
Edition: 6th
Format: Paperback
Publisher: Wadsworth Publishing
Pub. Date: 6/7/2000

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SummaryTable of Contents
This book covers all aspects of public relations. Part One sets the scene for the kind of writing public relations people do and the context in which they do it; Part Two concentrates on the work of writing; Part Three focuses on writing for small audiences; Part Four is directed at writing for the mass media; Part Five is directed toward special audiences.
... MORE
PART ONE PR Writing: Role and Responsibility1(91)
Public Relations and the Writer
3(15)
Defining Public Relations
4(3)
Analyzing, Predicting and Counseling
4(1)
Advertising, Publicity and PR
5(1)
The Two-Way Street
6(1)
Publics, Channels and the Role of the Writer
7(8)
The Public in Public Relations
7(1)
Priority Publics
8(5)
Channels
13(1)
The Role of the Writer
14(1)
Conclusions
15(3)
Ethical and Legal Responsibilities of the PR Writer
18(25)
Circles of Influence
20(2)
Dynamics
21(1)
Values
22(1)
Influence of Personal Standards
22(3)
Educating
23(1)
Refusing
23(1)
Requesting Reassignment
24(1)
Taking the Assignment
24(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(3)
Accuracy
28(1)
Honesty, Truth and Fairness
29(1)
False or Misleading Information
30(1)
Influence of Laws and Regulations
31(6)
Negative Laws
31(1)
Contracts
32(1)
Contempt
33(1)
Libel Laws and Privacy Issues
33(3)
Copyrights and Other Rights
36(1)
Government Regulators
36(1)
Influence of Primary Publics
37(1)
Shared Values
37(1)
Adversarial Groups
37(1)
Conclusions
38(5)
Persuasion
43(26)
Opinion Formation and Change
45(2)
Opinion, Attitude and Belief
45(1)
Models of Attitude Formation
46(1)
The Nature of Persuasion
47(6)
Aspects of Persuasion
47(3)
Rokeach's Value Hierarchy
50(1)
Steps in the Persuasion Process
51(2)
Typology of Steps in Persuasion
53(3)
Persuasion and Logic
53(1)
Expectations
54(1)
Experience
55(1)
Perceptions
55(1)
Connections
55(1)
Values
56(1)
Persuasion and Communication
56(9)
Source
56(2)
Message
58(2)
Medium
60(2)
Public
62(1)
Effect
63(1)
An Alternative Theory
63(2)
Conclusions
65(4)
Research for the Public Relations Writer
69(22)
Research in Public Relations
70(8)
Categories of Research for the PR Writer
71(5)
Research for Storage and Retrieval
76(2)
Sources for PR Writers and Researchers
78(8)
Secondary Sources for Research
78(2)
Primary Sources for Research
80(5)
Verifying
85(1)
Communication Audits
85(1)
Skepticism---A Requisite for All Research
86(1)
Questions to Ask
86(1)
Answers Prompt Questions
87(1)
Virtual Reality and Research
87(1)
Facts Sheets---Basic PR Tools
88(1)
Conclusions
88(3)
PART TWO Writing Principles91(54)
Writing to Clarify and Simplify the Complex: Style and Content
93(28)
Message, Public, Medium
94(1)
Message
94(1)
Public
94(1)
Medium
95(1)
Style
95(7)
Readability/Listenability
95(3)
Naturalness
98(1)
Variety
99(1)
Euphony
100(1)
Human Interest
101(1)
Trite Expressions
101(1)
Eliminating Bias
101(1)
Content: Simplifying the Complex
102(15)
Know Your Subject
104(2)
Use Plain English
106(5)
Take One Step at a Time
111(1)
Make the Central Points Clear
112(1)
Explain the Unfamiliar with the Familiar
113(3)
Make the Message Accessible
116(1)
Conclusions
117(4)
Grammar, Spelling and Punctuation
121(24)
Ambiguity and Grammar
123(2)
That Versus Which
123(1)
Subject--Verb Agreement
124(1)
Myths of Grammar
125(1)
Split Infinitives
125(1)
Sentence-Ending Prepositions
126(1)
Usage Manuals
126(2)
Verbs
128(1)
Emotive and Cognitive Meaning
128(1)
Spelling
129(4)
Punctuation
133(3)
Software Packages for Spelling, Grammar and Style
136(1)
Global English?
136(1)
Conclusions
137(8)
PART THREE Writing for Select Audiences145(42)
Memos, Email, Letters, Reports and Proposals
147(24)
Memos
148(8)
Memos Formats
148(3)
Classifications of Memos
151(4)
Factors Affecting the Use of Memos
155(1)
Electronic Mail: Email
156(4)
Formats and Content
157(1)
Style
158(2)
Letters
160(3)
Business Letter Format
160(2)
Types of Letters
162(1)
Reports and Proposals
163(5)
Organization of Reports and Proposals
164(3)
Readability and Applicability
167(1)
Conclusions
168(3)
Backgrounders and Position Papers
171(16)
Backgrounders
172(6)
Research
173(1)
Writing
173(5)
Documentation
178(1)
Position Papers
178(5)
Stating the Issue
179(1)
Background
179(1)
Position
179(3)
Recommendations
182(1)
Format
183(1)
Special Uses
183(1)
Conclusions
184(3)
PART FOUR Writing for Mass Media Audiences187(140)
News Releases for Print Media
189(25)
Who Gets News Releases and How?
189(5)
What Is News?
191(1)
Finding News
191(1)
Getting News to the Mass Media
192(2)
Writing News Releases
194(15)
Approach
194(5)
Form and Style
199(2)
Electronic Transmission of Releases
201(1)
Types of Releases
201(8)
Dealing with News Media
209(2)
Conclusions
211(3)
News for Broadcasting
214(22)
Facts, Sights and Sounds
215(5)
Announcements and Special Events
215(3)
News Conferences
218(1)
Crises
219(1)
Talk Shows
220(1)
News on Call
221(1)
News Releases
221(1)
VNRs
222(1)
Broadcast Writing Style
223(9)
Physical Preparation
225(4)
Structural Considerations
229(1)
Supplying Tape (Audio and Video)
229(3)
Conclusions
232(4)
Features for Print and Broadcasting
236(20)
Generating and Selling Ideas
237(3)
Discovering Feature Material
237(1)
Finding a Market for the Features
237(1)
Writing the Query Letter and Following Up
238(1)
Working with the Medium
239(1)
Evaluating Topics
240(2)
Reader Interest
240(1)
Reader Consequence
241(1)
Angle
241(1)
Research
242(2)
Background Research
242(1)
Interviewing
243(1)
Writing
244(4)
The Lead
244(1)
Development
245(1)
Verification and Illustration
246(1)
Anecdotes
247(1)
Quotations
247(1)
Humanization
247(1)
Dramatization
248(1)
Description
248(1)
Mini-Docs
248(3)
Documentaries and Broadcast Features
251(2)
Conclusions
253(3)
Message Design Concepts
256(20)
The Creative Process
256(10)
Symbols
258(1)
Type
259(2)
Logos
261(2)
Color
263(2)
Photographs and Art
265(1)
Infographics
265(1)
Sound and Motion
266(2)
Radio and Other Audio
266(1)
Television, Video, Film and the Internet
267(1)
Qualities of Good Message Design
268(2)
Clear Creative Concept
268(1)
Getting and Holding Attention
269(1)
Understanding Publics
269(1)
Good Organization
269(1)
Visual Principles
270(3)
Balance
270(1)
Visual Weight
271(1)
Horizontal and Vertical Lines
271(1)
Contrast
271(1)
Movement
272(1)
Harmony
272(1)
Unity
272(1)
Proportion
273(1)
Conclusions
273(3)
Writing Advertising Copy
276(32)
Advertising as a Persuasive Force
280(5)
Appeal
281(3)
Positioning
284(1)
Behavior
284(1)
Basic Guidelines for Writing Advertising Copy
285(4)
Purpose
285(1)
Objective Facts
285(1)
The Publics
285(1)
Media
286(1)
The Creative Approach
286(1)
Visualization
287(1)
Language
287(2)
Repetition
289(1)
Copywriting for Broadcast and Film Media
289(8)
Public Service Announcements
290(1)
Copywriting for Television and Film
291(2)
Copywriting for Radio
293(2)
Broadcast Production Relationships
295(2)
Copywriting for Print Media
297(8)
Attention
298(1)
Interest
298(1)
Desire
299(1)
Credibility
299(1)
Action
299(1)
Copywriting for Newspapers
300(1)
Copywriting for Magazines
301(1)
Copywriting for Web Pages
302(1)
Copywriting for Direct Response and Direct Advertising
302(1)
Copywriting for Out-of-Home Media
303(1)
Copywriting for Sales Promotion
304(1)
Conclusions
305(3)
Writing for Web Sites
308(19)
Nature of the Internet
309(1)
Accessing the Internet
309(1)
Cross-Platform
309(1)
Importance of URLs
310(1)
Home Page
310(1)
Web Site Writing
310(4)
Visitor Reading Behavior
311(1)
Writing Basics
312(1)
Writing Style
312(1)
Organizing Your Writing
313(1)
Keep Information Brief
313(1)
Templates
314(1)
Emphasis
314(1)
Design Issues
314(7)
Getting Started
315(1)
Links
316(1)
Graphics
317(4)
Making a Web Site More Useful
321(3)
Branding
321(1)
Site Map
321(1)
Visitor Response
321(1)
Refreshing Your Site
321(2)
Tracking Usage
323(1)
Conclusions
324(3)
PART FIVE Writing for a Media Mix327(142)
Campaign Writing and Media Kits
329(38)
Mission Statement
331(2)
Explicitness
332(1)
Affirmation of Mission
332(1)
Business Mission
332(1)
The Information Base
333(2)
Kinds of Information
333(1)
Analyzing Information
334(1)
Forecasting
335(1)
Objectives
335(1)
Goals
335(1)
Strategy
336(7)
Organizational Strategy
336(1)
Business Strategy
337(1)
Functional Strategy
338(1)
Message Strategies
339(2)
Media Strategy and Mix
341(2)
Control
343(1)
Coordination
344(1)
Tactical Implementation
345(1)
Monitoring and Evaluation
346(2)
Media Kits
348(14)
Media Kit Use and Content
349(12)
Materials for Media Rooms---Crises and Special Events
361(1)
Conclusions
362(5)
Speeches and Other Presentations
367(29)
Speeches
368(6)
Types of Speeches
369(1)
Planning
370(1)
Paring
371(1)
Persuading
371(1)
The Mechanics of Organization
371(1)
Style
372(2)
Setting the Stage and Writing the Finale
374(1)
Presentation Scripts
374(18)
Differences and Similarities
375(1)
Types of Presentations
375(1)
Planning
375(1)
Development
376(1)
Matching Words and Sights
377(1)
Computer Advantages/Disadvantages
377(15)
Evaluations
392(1)
Conclusions
392(4)
Newsletters
396(17)
Criteria for Successful Newsletters
397(3)
Filling Unmet Needs
398(1)
Uniqueness
398(1)
Distribution
398(1)
Knowledge and Skills
399(1)
Frequency
399(1)
Format
399(1)
Types and Functions of Newsletters
400(4)
Employee and Member Newsletters
400(2)
Special-Interest Subscriber Newsletters
402(2)
Technical and Content Considerations
404(1)
Reporting and Writing for Newsletters
404(3)
Reporting
404(1)
Writing Tips for Newsletters
405(1)
Fitting Newsletter Copy and Design
406(1)
Writing and Designing Newsletters on Desktop Systems
407(3)
Expediting Editorial Matter
408(1)
Designing
409(1)
Conclusions
410(3)
Brochures
413(19)
Purpose
414(1)
Persuade
415(1)
Inform and Educate
415(1)
Concept
415(4)
Purpose and Object
416(3)
Giving Shape to Information
419(3)
Rules
419(1)
Accuracy
420(1)
Active Voice
420(1)
Style
420(1)
Tone
420(1)
Visuals
421(1)
Designing Brochures
422(6)
Format
422(1)
Type
423(2)
Paper
425(1)
White Space
426(1)
Color
427(1)
Reproduction
428(1)
Letterpress
428(1)
Offset
428(1)
Gravure
429(1)
Distribution
429(1)
Conclusions
430(2)
Magazines and Annual Reports
432(24)
Magazines
432(9)
Topics
433(3)
Employee Publications
436(1)
Association Publications
437(1)
Trade and Industry Publications
437(4)
Corporate Publications for the Public
441(1)
Annual Reports
441(11)
Clarity Versus Accuracy
443(2)
Planning the Report
445(1)
Writing the Report
446(6)
Conclusions
452(4)
Crisis Communication
456(13)
Planning
458(5)
Corporate Information
461(1)
Corporate Plan
461(2)
Media Kits
463(1)
Handling the Crisis
463(3)
Constraints
464(1)
Continuing Problems
464(1)
The Significance of Planning
465(1)
Conclusions
466(3)
Appendix A Readability Formulas469(6)
Flesch's Reading Ease and Human Interest Formulas
469(1)
Gunning's Fog Index
470(1)
Dale-Chall Formula
471(1)
ELF Formula
471(1)
Other Readability Tests
472(3)
Appendix B Copyfitting475(4)
Sizing Copy
475(1)
Sample Copyfitting Problems
476(2)
Broadcast Copy
478(1)
Appendix C Compliances479(5)
Procedures for Clearing News Releases
480(1)
FTC's Deceptive and Unsubstantiated Claims Policy
481(3)
Index484

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