Part one -- Principles of effective writing 01 -- 1. Writing ... and what it means to you 03 -- 2. Effective writing 12 -- 3. Communication theory and persuasion 42 -- 4. The writing process 61 -- Part two -- Public relations writing through journalistic media 93 -- 5. News and the public relations writer 95 -- 6. News releases 122 -- 7. Working with the media 159 -- 8. Broadcast media 187 -- 9. Organizational features 206 -- 10. Advocacy and opinion 229 -- Part three -- Public relations writing through organizational media 253 -- 11. Fliers, brochures, and web sites 255 -- 12. Newsletters and corporate reports 275 -- 13. Direct-mail appeals 299 -- 14. Public relations advertising 316 -- 15. Speeches and interviews 346 -- Part four -- Pulling it all together 367 -- 16. Information kits 369 -- 17. Writing for news conferences 379 -- Appendix A.A common sense stylebook for public relations writers 395 -- Appendix B. Copy editing 411 -- Appendix C. Careers in public relations 413 -- Appendix D. Professional organizations 421 -- Appendix E. Ethical standards
Summary
Guides you through the writing process for public relations practice. This work leads you through the various steps and stages of writing, and helps you explore many formats and styles necessary to public relations writers. It introduces the various types of public relations writing you may encounter as a public relations practitioner
Bibliography
Includes bibliographical references (pages 433-436) and index
