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Public Relations Writing and Media Techniques

ISBN: 9780673980830 | 0673980839
Edition: 3rd
Format: Paperback
Publisher: Pearson College Div
Pub. Date: 11/1/1996

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Table of Contents
Forewordxv(2)
Prefacexvii
Part 1 The Basics of Public Relations Writing1(110)
Chapter 1 Preparing for Writing
3(29)
... MORE4(3)
Objectives
4(1)
Audiences
5(1)
Channels
5(2)
Preparation for Writing
7(11)
Equipment
7(2)
References
9(5)
Research
14(3)
On-line Networks
17(1)
The Internet and World Wide Web
18(1)
Writing Guidelines
18(6)
Outlining the Purpose
20(1)
Sentences
21(1)
Paragraphs
21(1)
Word Choice
22(1)
Active Verbs
23(1)
Imagery
24(1)
Errors to Avoid
24(5)
Spelling
24(1)
Gobbledygook and Jargon
24(1)
Poor Sentence Structure
25(1)
Wrong Words
26(1)
"Sound-alike" Words
26(1)
Redundancies
26(1)
Too Many Numbers
27(1)
Hype
27(1)
Bias and Stereotypes
27(1)
Politically Incorrect Language
28(1)
Summary
29(1)
Exercises
29(3)
Chapter 2 Legal and Ethical Considerations
32(26)
Examples of Legal Problems
33(1)
Libel and Slander
34(1)
The Fair Comment Defense
34(1)
Invasion of Privacy
35(2)
Releases for Advertising and Promotion
36(1)
Regulations of Government Agencies
37(4)
Securities and Exchange Commission
37(2)
Federal Trade Commission
39(1)
Other Regulatory Agencies
40(1)
Copyright Law
41(4)
The Rights of Free-lancers
42(1)
Fair Use and Infringement
42(3)
Trademark Law
45(5)
Working with Lawyers
50(1)
Ethics and Professionalism
51(4)
Summary
55(1)
Exercises
56(2)
Chapter 3 Persuasive Writing
58(23)
Public Opinion
59(1)
Attitudes and Opinions
59(1)
Building Public Opinion
59(1)
Basics of Communication
59(3)
Receiver
60(1)
Media
60(1)
Message
61(1)
Sender
62(1)
Theories of Communication
62(6)
Two-Step Flow Theory
63(1)
Media Uses and Gratification
63(1)
Cognitive Dissonance
63(1)
Media Effects
63(1)
Diffusion and Adoption
64(1)
Hierarchy-of-Needs Theory
65(2)
Applying Theory to Practice
67(1)
Persuasive Writing
68(8)
Audience Analysis
69(1)
Source Credibility
69(1)
Appeal to Self-interest
70(1)
Clarity of the Message
70(1)
Timing and Context
71(1)
Symbols, Slogans and Acronyms
71(1)
Semantics
72(1)
Suggestions for Action
72(1)
Content and Structure
73(3)
The Ethics of Persuasion
76(1)
Summary
77(1)
Exercises
78(3)
Chapter 4 Finding and Generating News
81(30)
Barriers to Meida Coverage
82(1)
What Makes News
83(5)
Timeliness
83(1)
Prominence
83(1)
Proximity
84(1)
Significance
85(1)
Unusualness
86(1)
Human Interest
86(1)
Conflict
87(1)
Newness
88(1)
How to Find News
88(5)
Internal News Sources
88(4)
External News Sources
92(1)
How to Create News
93(14)
Brainstorming
96(1)
Special Events
97(1)
Contests
98(2)
Polls and Surveys
100(1)
Top 10 Lists
100(3)
Stunts
103(1)
Product Demonstrations
104(1)
Rallies and Protests
105(1)
Personal Appearances
106(1)
Summary
107(1)
Exercises
108(3)
Part 2 Writing for Mass Media111(186)
Chapter 5 The News Release
113(27)
The Value of News Releases
114(1)
Planning a News Release
114(2)
The Basic Questions
114(1)
Selection of Paper
115(1)
Spacing and Margins
115(1)
Use AP Style
116(1)
Types of News Releases
116(5)
Announcements
117(2)
Spot Announcements
119(1)
Reaction Releases
119(1)
Bad News
119(1)
The "Hometown" Release
120(1)
Parts of a News Release
121(9)
Organization Name
121(2)
Contacts
123(1)
Headline
123(1)
Dateline
124(1)
The Lead
124(3)
Body of Text
127(3)
Fact Sheets
130(1)
Placement
131(4)
Gatekeepers
131(1)
Deadlines
131(3)
Getting Maximum Publicity
134(1)
Mistakes to Avoid
135(1)
Summary
136(1)
Exercises
137(3)
Chapter 6 The Feature Story
140(20)
The Value of Features
141(1)
Planning a Feature
141(2)
Ways to Proceed
142(1)
Types of Features
143(9)
Case Study
143(3)
Research Study
146(1)
Backgrounder
146(1)
Personality Profile
147(2)
Historical Feature
149(1)
Application Story
149(3)
Parts of a Feature
152(3)
The Lead
152(1)
Body of the Feature
153(1)
Summary
153(1)
Photos and Graphics
154(1)
Placement Opportunities
155(2)
Newspapers
155(1)
General Magazines
155(1)
Specialty/Trade Magazines
155(2)
Internal Publications
157(1)
Summary
157(1)
Exercises
158(2)
Chapter 7 Photos and Graphics
160(27)
Elements of a Good Publicity Photo
161(7)
Quality
161(1)
Subject Matter
161(1)
Composition
162(1)
Action
163(2)
Scale
165(1)
Camera Angles
165(1)
Lighting and Timing
165(1)
Color
166(2)
Working with Photographers
168(4)
Finding Photographers
169(1)
Contracts
169(1)
The Photo Session
170(1)
Cropping and Retouching
170(1)
Computer Altering of Photos
170(2)
Writing Photo Captions
172(4)
Format of a Caption
174(1)
Attaching the Caption
174(2)
Packaging and Distribution
176(1)
Graphics
177(6)
Charts
177(3)
Diagrams
180(1)
Renderings and Models
180(1)
Maps
180(1)
Line Drawings and Clip Art
180(3)
Photo and Art File
183(1)
Summary
184(1)
Exercises
185(2)
Chapter 8 Radio and Television
187(32)
Radio
188(6)
Radio News Releases
188(2)
Audiotape News Releases
190(1)
Public Service Announcements
191(3)
Television
194(13)
Television News Releases
197(1)
Video News Releases
197(8)
The Rise of Infomercials
205(2)
Placement Opportunities
207(9)
Talk Shows
207(4)
Public Service Programs
211(1)
Magazine Shows
211(1)
Entertainment Programs
212(1)
Community Calendars
212(1)
Editorials
213(1)
Free-speech Messages
213(1)
Radio Promotions
214(1)
Creative Publicity
214(1)
Feature Films and Videos
215(1)
Product Placement
215(1)
Summary
216(1)
Exercises
216(3)
Chapter 9 Pitch Letters, Advisories, News Conferences and Op-Ed
219(31)
Tips and Background Materials
220(13)
Pitch Letters
220(1)
Media Advisories
221(1)
Fact Sheets
221(2)
Position Papers
223(6)
Backgrounders
229(1)
Press Kits
229(4)
Meeting the Press
233(11)
Individual Interviews
233(2)
News Conferences
235(4)
Teleconferences
239(1)
Media Tours
240(1)
Satellite Media Tours
241(3)
Getting on the Editorial Page
244(4)
Editorial Boards
245(1)
Op-ed Articles
246(1)
Letters to the Editor
246(2)
Summary
248(1)
Exercises
248(2)
Chapter 10 Media Lists, Mailings and the Internet
250(29)
Finding the Media
251(4)
Media Directories
251(3)
Editorial Calendars
254(1)
Tip Sheets
254(1)
Production of Materials
255(3)
Mailing Labels
255(2)
Copies
257(1)
Illustrations
257(1)
Specializing for Exclusives
257(1)
Distribution of Materials
258(8)
Mail
259(1)
Fax
260(1)
Electronic Distribution Services
261(1)
Feature Placement Firms
262(2)
Diskettes
264(2)
CD-ROM
266(1)
The Internet: New Kid on the Block
267(8)
E-mail
268(1)
The World Wide Web
269(4)
Usenet and Listserv
273(1)
Commercial On-line Services
275(1)
The Internet's Limitations
275(2)
Summary
277(1)
Exercises
277(2)
Chapter 11 The Basics of Media Relations
279(18)
Media Dependence on Public Relations
280(1)
Public Relations Dependence on the Media
280(1)
Areas of Friction
281(4)
Hype and Promotion
281(1)
Name-calling
282(1)
Sloppy/Biased Reporting
282(1)
Tabloid Journalism
283(1)
Advertising Influence
284(1)
Effective Media Relations
285(6)
Dealing with the Media
285(3)
Media Etiquette
288(1)
Previews and Parties
289(1)
Gift Giving
290(1)
Junkets
290(1)
Crises Communication
291(5)
Summary
294(1)
Exercises
294(3)
Part 3 Writing for Other Media297(124)
Chapter 12 Newsletters and Magazines
299(21)
The Editor's Dual Role
300(1)
Content
301(5)
Meeting Audience Interests
303(3)
Mission Statement and Editorial Plan
306(1)
Design
306(10)
Format
308(1)
Layout
309(3)
Desktop Layout
312(1)
Illustrations
313(1)
Headlines
313(3)
Distribution
316(1)
E-mail
316(1)
Costs
317(1)
Summary
317(1)
Exercises
318(2)
Chapter 13 Leaflets and Brochures
320(20)
Leaflets
321(1)
Brochures
321(1)
Planning
322(1)
Writing
322(1)
Gathering Information
324(1)
Putting It Together
324(2)
Choosing the Format
326(2)
Preparing a Dummy Layout
328(1)
Production
329(1)
Printing Processes
329(1)
Finding a Printer
329(1)
Paper
330(2)
Type
332(3)
Type Classes
333(1)
Type Families
333(1)
Legibility and Readability
333(1)
Printers' Measurements
334(1)
Ink
335(1)
Preparing Copy for the Graphic Designer
335(3)
Traditional Approach
335(3)
Desktop Approach
338(1)
Summary
338(1)
Exercises
339(1)
Chapter 14 Public Relations Advertising
340(23)
The Concept of Public Relations Advertising
341(1)
Advantages of Advertising
341(2)
Audience Selection
343(1)
Control of the Message
343(1)
Control of Impact
343(1)
Control of Timing
343(1)
Disadvantages of Advertising
343(1)
Cost
344(1)
Credibility
344(1)
Timing and Context
344(1)
Types of Public Relations Advertising
344(10)
Image Building
345(2)
Investor and Financial Relations
347(2)
Public Service
349(1)
Advocacy
349(4)
Announcements
353(1)
The Basics of a Print Ad
354(2)
Headline
355(1)
Text
355(1)
Artwork
356(1)
Layout
356(1)
Using an Advertising Agency
356(1)
Other Advertising Channels
357(3)
Billboards
357(1)
Transit Panels
357(1)
Posters
357(1)
Sponsored Books
358(2)
T-shirts
360(1)
Buttons and Bumper Stickers
360(1)
Summary
360(1)
Exercises
361(2)
Chapter 15 Lettes, Direct Mail and Reports
363(21)
General Guidelines
364(1)
Letters
364(2)
E-Mail
366(1)
Direct Mail
367(2)
Memorandums
369(4)
Proposals
373(1)
Special Reports
374(1)
Annual Reports
375(7)
Preparing an Annual Report
378(1)
Trends in Annual Reports
378(4)
Summary
382(1)
Exercises
382(2)
Chapter 16 Speakers and Speeches
384(21)
Speaker Training and Placement
385(3)
Executive Training
385(1)
Employee Training
386(1)
Placement
387(1)
The Nature of a Speech
388(4)
A Speech Is Heard, Not Read
388(1)
A Speech Must Fit the Audience
389(1)
A Speech Must Be Specific
389(1)
A Speech Must Have an Objective
390(1)
A Speech Must Get a Reaction
391(1)
Speech Length
391(1)
Semispeeches
392(2)
Panels
393(1)
Debates
393(1)
Media Interviews
394(2)
Speechwriting
396(6)
Researching Audience and Speaker
396(1)
Laying the Groundwork for the Speech
396(3)
Writing the Speech
399(1)
The Final Draft
400(2)
Publicity Opportunities
402(1)
Publicity Before the Event
402(1)
Publicity After the Event
402(1)
Summary
402(1)
Exercises
403(2)
Chapter 17 Audiovisual Aids
405(16)
The Importance of Audiovisuals
406(1)
Charts
406(3)
Advantages
407(1)
Preparation
407(1)
Presentation
408(1)
Overhead Transparencies
409(2)
Advantages
410(1)
Production
410(1)
Presentation
411(1)
Slides
411(4)
Advantages
411(1)
Production
412(2)
Projection
414(1)
Multiple Projection
415(1)
CD-ROM
415(1)
Video
416(1)
Film
417(1)
Production
418(1)
Summary
418(1)
Exercises
419(2)
Part 4 Managing Programs and Campaigns421(62)
Chapter 18 Meetings and Events
423(22)
Committee Meetings
424(1)
Club Meetings and Workshops
425(5)
Planning
425(3)
Registration
428(1)
Program
428(2)
Banquets
430(2)
Cocktail Parties and Receptions
432(1)
Open Houses Plant Tours
433(3)
Conventions
436(2)
Planning
436(1)
Program
437(1)
Trade Shows
438(3)
Exhibit Booths
439(1)
Press Rooms
440(1)
Planning Guidelines
441(1)
Promotional Events
441(2)
Summary
443(1)
Exercises
444(1)
Chapter 19 Program Planning
445(18)
Elements of a Plan
446(9)
Situation
446(1)
Objectives
446(3)
Audience
449(1)
Strategy
450(2)
Tactics
452(1)
Calendar
453(1)
Budget
454(1)
Evaluation
455(1)
Developing a Plan
455(3)
Gathering Information
456(1)
Analyzing the Information
457(1)
Pretesting the Plan
457(1)
Working the Plan
458(1)
A Model Plan: Getting Drunk Drivers Off the Road
459(2)
Summary
461(1)
Exercises
462(1)
Chapter 20 Program Evaluation
463(20)
Basic Evaluation Questions
464(1)
News Releases and Features
464(9)
Production
464(1)
Distribution
465(1)
Coverage
466(2)
Impressions
468(1)
Advertising Value
468(11)
Content Analysis of Press Clippings
469(1)
Gatekeeper Surveys
470(3)
Sponsored Publications
473(3)
Content Analysis
473(1)
Readership Interest Surveys
474(1)
Article Recall
475(1)
Readability
475(1)
Advisory Boards and Focus Groups
476(1)
Events
476(1)
Monitoring the Internet
477(1)
Attainment of Objectives
478(1)
Benchmark Studies
478(1)
Feedback
479(1)
Writing a Report
479(1)
Summary
480(1)
Exercises
480(3)
A Glossary for Public Relations Writers483(4)
Index487

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