Dennis Wilcox,
Dennis L. Wilcox,
Bryan Reber,
Bryan H. Reber
e.a.
Pearson Education
e druk, 2013
9781292040738
Public Relations Writing and Media Techniques
Pearson New International Edition
Specificaties
Paperback, blz.
|
Engels
Pearson Education |
e druk, 2013
ISBN13: 9781292040738
Rubricering
Levertijd ongeveer 8 werkdagen
Samenvatting
Public Relations Writing and Media Techniques is the most comprehensive and up-to-date public relations writing text available. With real-world examples of award-winning work by PR professionals, this new edition continues to help students master the many techniques needed to reach a variety of audiences in today’s digital age.
The text thoroughly integrates new communication technologies—the Internet, Webcasting, etc.—and shows students the many techniques currently in use to reach a variety of audiences. Clearly written and well-organized, this book emphasizes the nuts and bolts of writing, producing, and distributing public relations materials through traditional and social media. The author provides step-by-step procedures illustrated by examples from actual campaigns to engage today’s students. This text also serves as an invaluable resource for public relations practitioners in the field.
Specificaties
Inhoudsopgave
<p>PART I: THE BASICS OF PUBLIC RELATIONS WRITING</p> <p> </p> <p>Chapter 1: Getting Organized for Writing</p> <p> </p> <p>The Framework of Public Relations</p> <p>The Public Relations Writer</p> <p>Preparation for Writing</p> <p>Research: the prelude to writing</p> <p>Writing Guidelines</p> <p>Errors to Avoid</p> <p> </p> <p>Chapter 2: Becoming a Persuasive Writer</p> <p></p> <p>Persuasion: As Old as Civilization</p> <p>The Basics of Communication</p> <p>Theories of Communication</p> <p>Factors in Persuasive Writing</p> <p>Persuasive Speaking</p> <p>Persuasion and Propaganda</p> <p>The Ethics of Persuasion</p> <p> </p> <p>Chapter 3: Finding and Making News</p> <p> </p> <p>The Challenge of Making News</p> <p>What Makes News</p> <p>How to Find News</p> <p>How to Create News</p> <p> </p> <p>Chapter 4: Working with Journalists and Bloggers</p> <p> </p> <p>The Importance of Media Relations</p> <p>The Media’s Dependence on Public Relations</p> <p>Public Relations’ Dependence on the Media</p> <p>Areas of Friction</p> <p>Working with Journalists</p> <p>A Media Relations Checklist</p> <p>Crisis Communication</p> <p> </p> <p>PART II: WRITING FOR MASS MEDIA</p> <p> </p> <p>Chapter 5: Writing the News Release</p> <p> </p> <p>The Backbone of Publicity Programs</p> <p>The Value of News Releases</p> <p>Planning a News Release</p> <p>The Basic Components of a News Release</p> <p>News Release Formats</p> <p>The Traditional News Release</p> <p>The Online News Release<br>The Multimedia News Release</p> <p> </p> <p>Chapter 6: Preparing Fact Sheets, Advisories, Media Kits, and Pitches</p> <p><br>Expanding the Publicity Tool Kit</p> <p>Fact Sheets</p> <p>Media Advisories</p> <p>Media Kits</p> <p>Pitching a Story</p> <p>The Follow-Up</p> <p> </p> <p>Chapter 7: Creating News Features and Op-Ed</p> <p> </p> <p>The Value of Features</p> <p>Planning a News Feature</p> <p>Types of Features</p> <p>Parts of a Feature</p> <p>Placement Opportunities</p> <p>Writing an Op-Ed</p> <p> </p> <p>Chapter 9: Radio, Television, and Video</p> <p> </p> <p>The Wide Reach of Broadcasting </p> <p>Radio</p> <p>Television</p> <p>Talk Shows and Product Placements</p> <p>Film Features and Online Video</p> <p> </p> <p>Chapter 8: Selecting Publicity Photos and Graphics</p> <p> </p> <p>The Importance of Publicity Photos</p> <p>Components of a Good Photo</p> <p>Working With Photographers</p> <p>Writing Photo Captions</p> <p>Creating Other Graphics</p> <p>Maintaining Photo and Art Files</p> <p>Distributing Photos and Artwork</p> <p> </p> <p> </p> <p> </p> <p>Chapter 10: Distributing News to the Media</p> <p> </p> <p>Reaching the Media</p> <p>Distribution of Materials</p> <p> </p> <p> </p> <p>PART III: Writing for Other Media</p> <p> </p> <p>Chapter 12: Tapping the Web and Social Media</p> <p> </p> <p>The Internet: Pervasive in Our Lives</p> <p>The World Wide Web</p> <p>The Basics of Webcasting</p> <p>The Value of Social Media</p> <p>The Explosion of Blogs</p> <p>The Continuing Role of Traditional Media</p> <p> </p> <p>Chapter l3 Newsletters, Brochures, and Intranets</p> <p> </p> <p>The Value of Print Publication</p> <p>The Balancing Act of Editors</p> <p>Newsletters and Magazines</p> <p>Online Newsletters</p> <p>Intranets</p> <p>Brochures</p> <p>Annual Reports</p> <p> </p> <p>Chapter 14 Writing E-Mail, Memos, and Proposals</p> <p> </p> <p>The Challenge of Managing Information Overload</p> <p>Email</p> <p>Memorandums</p> <p>Letters</p> <p>Proposals</p> <p> </p> <p>Chapter 16 Using Direct Mail and Advertising</p> <p> </p> <p>The Basics of Direct Mail</p> <p>Creating A Direct Mail Package</p> <p>The Basics of Public Relations Advertising</p> <p>Types of Public Relations Advertising</p> <p>Creating a Print Ad</p> <p>Working with an Ad Agency</p> <p>Other Advertising Chann</p>