PREFACE
CHAPTER 1: WRITING FOR PUBLIC RELATIONS
What Is Public Relations Writing?
Uncontrolled Information
Controlled Information
The Tools of the Public Relations Writer
The Process of PR Writing
CHAPTER 2: PLANNING AND RESEARCH
DEVELOPING AN ISSUE STATEMENT
RESEARCHING THE TOPIC
INTERNET RESEARCH
How to find information on the internet
Evaluating Internet Resources
ANALYZING THE TARGET AUDIENCE
Conducting Target Audience Research
Anticipating Audience Expectations
SETTING OBJECTIVES
CHAPTER 3: CHOOSING THE RIGHT MESSAGE AND MEDIUM
Setting Message Strategy
Information Strategies
THE PROCESS OF PERSUASION
Theory of Cognitive Dissonance: Why They're not Listening
Persuasive Strategies
Emotional appeals
CHOOSING THE APPROPRIATE MEDIUM OR MEDIA
LEARNING TO ADAPT
CHAPTER 4: ETHICAL AND LEGAL ISSUES IN PUBLIC RELATIONS WRITING
ETHICAL CONSIDERATIONS OF PERSUASION
Unethical language use
Ethics and Ghostwriting
THE LEGAL ASPECTS OF PR WRITING
Defamation
Privacy
Copyright
Trademarks
CHAPTER 5: MEDIA RELATIONS AND PLACEMENT
WHAT IS NEWS?
WORKING WITH THE MEDIA
Get to Know Journalists' Jobs
Get to Know Journalists as People
Guidelines for Dealing with the Media
Guidelines for Interviews
Guidelines for Correcting Errors
MEDIA PLACEMENT
Deciding where to Place Your Message
Getting Your Message to the Media
Fitting Your Information to Your Outlet
USING PRESS KITS
What's in a press kit?
COOPERATION IS THE KEY
CHAPTER 6: CRISIS COMMUNICATION
WHAT IS A CRISIS?
CRISIS PREPARATION
Crisis Team
Choosing aspokesperson
MANAGING THE CRISIS
Designate a message/media center
Developing a message
Responding to the media
Tips for dealing with the media
RECOVERY AND REBUILDING AFTER THE CRISIS
CHAPTER 7: NEWS RELEASES AND BACKGROUNDERS
WHAT IS A NEWS RELEASE?
WRITING A NEWS RELEASE
The Lead
Using Quotations and Attributions
Local Interest
NEWS RELEASE FORMAT
Timing and Dating Releases
PRODUCT NEWS RELEASES
Feature-oriented Releases
WRITING NEWS RELEASES FOR BROADCAST
BACKGROUNDERS
FACT SHEETS
CHAPTER 8: ANNUAL & SOCIAL RESPONSIBILITY REPORTS
QUARTERLY AND OTHER FINANCIAL REPORTS
ANNUAL REPORT AUDIENCES
ANNUAL REPORT CONTENTS
WRITING FOR ANNUAL REPORTS
The President's Letter
The Narrative Report
THE NOT-FOR-PROFIT ANNUAL REPORT
Checklist of what to include
PRESENTATION
JUDGING YOUR ANNUAL REPORT
SOCIAL RESPONSIBILITY REPORTS
Why produce a social responsibility report?
What should you report on?
WRITING FOR SOCIAL RESPONSIBILITY REPORTS
CHAPTER 9: NEWSLETTERS, MAGAZINES, AND FEATURE WRITING NEWSLETTERS
Types of Newsletters
Why a Newsletter?
Newsletter Content
How to Set Objectives
Newsletter Articles
Where Do Stories Come From?
Design Considerations
MAGAZINES
Content and Format
Types of Articles
TRADE JOURNALS
FEATURE WRITING FOR NEWSLETTERS AND MAGAZINES
Feature Style
WRITING THE FEATURE STORY
The Lead
The Body
The Ending
Common Types of Features
EDITORIAL CONSIDERATIONS FOR DISPLAY COPY
Writing Headlines
Writing Subheads and Crossheads
Writing Captions
EDITING YOUR ARTICLES
CHAPTER 10: BROCHURES AND OTHER INFORMATIONAL PIECES BROCHURES
Planning Your Brochure
Know Your Intended Audience
Determine a Format
Position Your Brochure
Decide on Length
Fitting It All Together
OTHER INFORMATION PIECES
Flyers
A quick word about posters
Booklets and hybrids
CHAPTER 11: PRINT ADVERTISING
WRITING PRINT ADVERTISEMENTS
Headlines
Visuals
Body Copy
FORMATTING PRINT ADS
Ad Copy Format
Ad Layouts
CHAPTER 12: TELEVISION AND RADIO
REACHING BROADCAST AUDIENCES
Video News Releases
Radio and Television Tapes and Actualities
Interviews and Talk Shows
Corporate Advertising and Public Service Announcements
WRITING FOR TELEVISION
Basic Concepts
Writing for the Eye
Television Scripts
Effective TV PSA Production
WRITING FOR RADIO
Types of Radio Announcements
How to Get Your PSAs on the Air
CHAPTER 13: SPEECHES AND PRESENTATIONS
TYPES OF SPEECHES
MODES OF DELIVERY
PREPARATION AND WRITING
Specifying Your Purpose
Analyzing Your Audience
Organizing Your Speech
Supporting Your Ideas
DELIVERY
HANDLING THE Q & A SESSION
USING PRESENTATION MATERIALS
Preparing Audio-Visual Material
Scripting for Audio-Visuals
CHAPTER 14: DESIGN, PRINTING, AND DESKTOP PUBLISHING
DESIGN: WHAT IT IS AND WHY IT MIGHT BE GREEK TO YOU
DESIGNING PUBLIC RELATIONS MATERIALS
PRINCIPLES OF DESIGN
Balance
Proportion
Sequence and Emphasis
Unity
Grids
Alignment
Type and Typefaces
WORKING WITH PRINTERS
Printing Processes
Choosing Paper
Choosing Ink
Binding
Swipe Files
Preparing Computer Layouts for Printing
Preparing Print Orders
A WORD ON DESKTOP PUBLISHING
CHAPTER 15: COMPUTER WRITING AND THE INTERNET
WRITING ON A COMPUTER
On Your Own
In Collaboration
WRITING FOR THE COMPUTER
Employee Communications: Intranets
Communicating with Other Publics: The Internet
Writing for Web sites
DESIGNING A WEB SITE
CHAPTER 16: WRITING FOR DIVERSE AUDIENCES
WRITING FOR THE GLOBAL AUDIENCE
Style tips
Grammar tips
Terminology tips
Punctuation tips
ICONS AND IMAGES
BIAS-FREE WRITING
Race and Ethnicity
WRITING FOR LOW-LITERACY AUDIENCES
Reading formulas and computer programs