Public relations worktext: a writing and planning resource
Gespeichert in:
| Vorheriger Titel: | Public relations workbook |
|---|---|
| Hauptverfasser: | , |
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Mahwah, NJ
Erlbaum
2004
|
| Ausgabe: | 2. ed. |
| Schlagworte: | |
| Online-Zugang: | Table of contents Inhaltsverzeichnis |
| Beschreibung: | XV, 350 S. Ill., graph. Darst. |
| ISBN: | 0805842632 |
Internformat
MARC
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| 100 | 1 | |a Zappala, Joseph M. |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Public relations worktext |b a writing and planning resource |c Joseph M. Zappala ; Ann R. Carden |
| 250 | |a 2. ed. | ||
| 264 | 1 | |a Mahwah, NJ |b Erlbaum |c 2004 | |
| 300 | |a XV, 350 S. |b Ill., graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 650 | 4 | |a Public relations | |
| 650 | 4 | |a Business writing | |
| 700 | 1 | |a Carden, Ann R. |e Verfasser |4 aut | |
| 780 | 0 | 0 | |i Früher u.d.T. |t Public relations workbook |
| 856 | 4 | |u http://www.loc.gov/catdir/toc/ecip0410/2003023118.html |3 Table of contents | |
| 856 | 4 | 2 | |m SWB Datenaustausch |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=022112465&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
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Datensatz im Suchindex
| _version_ | 1804145138728960000 |
|---|---|
| adam_text | IMAGE 1
;1
PUBLIC RELATIONS
WORKTEXT
A WRITING AND PLANNING RESOURCE SECOND EDITION
JOSEPH M. ZAPPALA, APR CORNELL UNIVERSITY
ANN R. CARDEN, APR
STATE UNIVERSITY OF NEW YORK COLLEGE AT FREDONIA
M LAWRENCE ERLBAUM ASSOCIATES, PUBLISHERS 2004 MAHWAH, NEW JERSEY LONDON
~ , .
~ I .A _
IMAGE 2
TABLE OF CONTENTS
WHAT IS PUBLIC RELATIONS WRITING? 1 2 BASICS OF PUBLIC RELATIONS WRITING
15
THE PUBLIC RELATIONS PROCESS AND RESEARCH 43
PLANNING AND EXECUTION 63
::;
MEMOS, LETTERS, REPORTS, AND PROPOSALS 86
6 NEWS RELEASES 107
7 MEDIA ALERTS, PITCH LETTERS, AND PUBLIC RELATIONS PHOTOS 135
8 BACKGROUNDERS, FEATURES, AND ADVOCACY WRITING 157
NEWSLETTERS 178
10 BROCHURES, FLIERS, AND POSTERS 197
U BROADCAST MEDIA 212
12 ONLINE WRITING AND COMMUNICATION 232
IJ EVENTS 249
V
IMAGE 3
VI
BRIEF TABLE OF CONTENTS
14
CRISIS PLANNING AND COMMUNICATIONS 275
15 EVALUATION 293
APPENDIX 309
AUTHOR INDEX 343
SUBJECT INDEX 345
IMAGE 4
TABLE OF CONTENTS
LIST OF EXHIBITS IX
PREFACE XI
1 WHAT IS PUBLIC RELATIONS WRITING? 1
WHAT IS PUBLIC RELATIONS? 2 TYPES OF PUBLIC RELATIONS WRITING 5
COMMUNICATION AND THE PUBLIC RELATIONS WRITER 6
PERSUASION AND THE PUBLIC RELATIONS WRITER 8
2 BASICS OF PUBLIC RELATIONS WRITING 15
GRAMMAR 15 SPELLING 19 PUNCTUATION 19 SENTENCE STRUCTURE 20
WORD USAGE 21
SIMPLICITY 22
STYLE 22
DIVERSITY, BIAS, AND CULTURAL SENSITIVITY 26
LEGAL ISSUES 27 ETHICAL ISSUES 29 REWRITING AND PROOFREADING 36
3 THE PUBLIC RELATIONS PROCESS AND RESEARCH 43 THE PUBLIC RELATIONS
PROCESS 43
RESEARCH 43 RESEARCH METHODS 44
INTERVIEWS 48 FOCUS GROUPS 50
SURVEYS 52 ADDITIONAL PRIMARY RESEARCH 53
4 PLANNING AND EXECUTION 63
TARGET PUBLICS 63
GOALS AND OBJECTIVES 64
STRATEGIES AND TACTICS 65
BUDGET 66 TIMETABLE 67 DEVELOPING THE MESSAGE 67
5 MEMOS, LETTERS, REPORTS, AND PROPOSALS 86 MEMORANDA 86
VOICE MAIL 88
LETTERS 89 E-MAIL 91
REPORTS 94 ANNUAL REPORTS 94
PROPOSALS 98
6 NEWS RELEASES 107 TYPES OF NEWS RELEASES 107 FORMAT 108
BODY OF THE RELEASE 113
LEADS 116 LOCALIZING 118 TIMING 120
DISTRIBUTION 121
7 MEDIA ALERTS, PITCH LETTERS, AND PUBLIC RELATIONS PHOTOS 135 MEDIA
ALERTS 135
PITCH LETTERS 139 PUBLIC RELATIONS PHOTOS 143
8 BACKGROUNDERS, FEATURES, AND ADVOCACY WRITING 157 BACKGROUND MATERIALS
157
FACT SHEETS 158
VII
IMAGE 5
VIII TABLE OF CONTENTS
BACKGROUNDERS 161
BIOGRAPHICAL SKETCHES 161
FEATURES 165
TYPES OF FEATURES 165 WRITING THE FEATURE 166 TECHNICAL ARTICLES 167
ADVOCACY WRITING 168
LETTERS TO THE EDITOR 168 OP-ED ARTICLES 170
PUBLIC RELATIONS ADVERTISING 170
9 NEWSLETTERS 178
NEWSLETTER GOALS, PUBLICS, AND STRATEGY 178 DEVELOPING THE NEWSLETTER
AND ITS CONTENT 180
WRITING NEWSLETTER ARTICLES 182
OTHER NEWSLETTER CONSIDERATIONS 185 E-ZINES 186
10 BROCHURES, FLIERS, AND POSTERS 197
BROCHURE FORMAT, CONTENT, AND WRITING 197 FLIERS AND POSTERS 202
II BROADCAST MEDIA 212 RADIO AND TELEVISION: AN OVERVIEW 212 WRITING FOR
BROADCAST MEDIA 213
INTERVIEWS 214 RADIO NEWS RELEASES 215
VIDEO NEWS RELEASES 216 SATELLITE MEDIA TOURS 220
PUBLIC SERVICE ANNOUNCEMENTS 221
PROMOTIONS 223
I2 ONLINE WRITING AND COMMUNICATION 232 WRITING FOR THE WEB 232
CONCEIVING AND DESIGNING THE
WEB SITE 233 PROMOTING YOUR WEB SITE 235
INTRANETS 237 ONLINE MEDIA RELATIONS 237
13 EVENTS 249
NEWS CONFERENCES 249 PRESS PARTIES AND MEDIA TOURS 250
PLANNING MEDIA EVENTS 250 AUDIOCONFERENCES AND VIDEOCONFERENCES 257
WEBCASTS 257
OTHER PUBLIC RELATIONS EVENTS 258
EVENT PLANNING 260
BEFORE THE EVENT 260 DAY OF THE EVENT 261 AFTER THE EVENT 261
14 CRISIS PLANNING AND COMMUNICATIONS 275 PREPARING FOR CRISES 276
COMMUNICATING DURING THE FIRST
24 HOURS 277 ONGOING CRISIS COMMUNICATION 280
HANDLING THE CYBERCRISIS 281
IS EVALUATION 293
THE COMPONENTS OF PUBLIC RELATIONS MEASUREMENT 293 MEASURING OUTPUT 294
NEWSLETTERS, BROCHURES, AND OTHER PUBLICATIONS 297 WEB SITES 297
MEASURING OUTCOMES 297
AN EVALUATION CASE STUDY 298
APPENDIX 309
AUTHOR INDEX 343
SUBJECT INDEX 345
IMAGE 6
ITS
EXHIBIT 1.1. EXHIBIT 1.2. EXHIBIT 1.3.
EXHIBIT 2.1.
EXHIBIT 2.2. EXHIBIT 2.3. EXHIBIT 3.1. EXHIBIT 3.2.
EXHIBIT 4.1. EXHIBIT 4.2.
EXHIBIT 5.1.
EXHIBIT 5.2. EXHIBIT 5.3. EXHIBIT 6.1.
EXHIBIT 6.2. EXHIBIT 6.3. EXHIBIT 6.4.
EXHIBIT 6.5.
EXHIBIT 6.6. EXHIBIT 6.7. EXHIBIT 7.1.
EXHIBIT 7.2. EXHIBIT 7.3. EXHIBIT 7.4. EXHIBIT 8.1.
EXHIBIT 8.2.
EXHIBIT 8.3. EXHIBIT 8.4. EXHIBIT 9.1.
EXHIBIT 9.2.
EXHIBIT 9.3. EXHIBIT 10.1. EXHIBIT 10.2. EXHIBIT 11.1.
EXHIBIT 11.2. EXHIBIT 11.3.
THE INTEGRATION OF PUBLIC RELATIONS, MARKETING, AND ADVERTISING 3
DEFINING PUBLIC RELATIONS 4 JACKSON S BEHAVIORAL COMMUNICATION MODEL 7
20 SECRETS OF GOOD WRITING 16 TIPS FROM THE ASSOCIATED PRESS STYLEBOOK
23
PRSA MEMBER CODE OF ETHICS 2000 30 ONLINE RESEARCH SOURCES FOR PUBLIC
RELATIONS WRITERS 45 WHICH RESEARCH IS BEST FOR YOUR PROJECT? 54
TIMETABLE: HEINZ FUNKY PURPLE EZ SQUIRT 68
AN EXAMPLE OF PUBLIC RELATIONS WRITING AND THE PLANNING PROCESS 72
EFFECTIVE FUNDRAISING LETTERS 90 E-MAIL ETIQUETTE 92
CEO LETTER TO SHAREHOLDERS: THE GAP ANNUAL REPORT 95 NEWS RELEASE: IVORY
SOAP 109 NEWS RELEASE: FISHER-PRICE III
NEWS RELEASE: USGA 114 WHAT S THE STORY? TIPS FOR WRITING NEWS RELEASE
HEADLINES 116 LEAD WITH YOUR BEST STUFF: ADDING VALUE TO NEWS RELEASE
LEADS 119 TYPES OF MEDIA 121
HELPFUL MEDIA DIRECTORIES AND WEB SITES 122 WHAT S THE STORY: A NOSE FOR
NEWS 136 MEDIA ALERT: JOHN HANCOCK 138 E-MAIL PITCH LETTER: TAYLOR
DEVICES 141
WORKING WITH LOCAL MEDIA: BIGGER IS NOT ALWAYS BETTER 144 FACT SHEET:
PILLSBURY BAKE-OFF CONTEST 159 HISTORICAL BACKGROUNDER: THE NAMES
PROJECT 162 BIOGRAPHICAL SKETCH: KODAK 164
LETTER TO THE EDITOR: EDISON ELECTRIC INSTITUTE 169 WRITING AN EFFECTIVE
CUSTOMER NEWSLETTER 180 NEWSLETTER: CHILDREN S HOSPITAL OF BOSTON 183
NEWSLETTER ARTICLE: PARTNERS 184
WRITING BROCHURE HEADLINES THAT SELL 200 BROCHURE: JEWISH UNITED FUND
202 ASSOCIATED PRESS PRONOUNCER GUIDE 215 VIDEO NEWS RELEASE SCRIPT: BEN
& JERRY S 217
RADIO PSA/PRERECORDED SPOT: CATHOLIC CAMPAIGN FOR HUMAN DEVELOPMENT 222
IX
IMAGE 7
X LIST OF EXHIBITS
EXHIBIT 11.4.
EXHIBIT 12.1.
EXHIBIT 12.2. EXHIBIT 13.1.
EXHIBIT 13.2.
EXHIBIT 13.3. EXHIBIT 13.4.
EXHIBIT 14.1.
EXHIBIT 14.2. EXHIBIT 15.1.
TELEVISION PSA SCRIPT: SALVATION ARMY 223 HOME PAGE: BARBIE.COM 234 HOME
PAGE: PRO FOOTBALL HALL OF FAME 236 EVENT MEDIA ALERT: ALBRIGHT-KNOX ART
GALLERY 252
EVENT NEWS RELEASE: ALBRIGHT-KNOX ART GALLERY 254 TRADE SHOWS: MAKE THEM
WORTH THE INVESTMENT 259 2002 PRSA SILVER ANVIL AWARD, SPECIAL EVENTS:
COMPAQ S GIVE
THANKS AMERICA 262 CRISIS NEWS RELEASE: NEW YORK POWER AUTHORITY 279
CRISIS LESSONS LEARNED FROM A TRAGEDY 282 CLIPPING SERVICES 295
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| indexdate | 2024-07-09T23:14:41Z |
| institution | BVB |
| isbn | 0805842632 |
| language | English |
| lccn | 2003023118 |
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| physical | XV, 350 S. Ill., graph. Darst. |
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| spelling | Zappala, Joseph M. Verfasser aut Public relations worktext a writing and planning resource Joseph M. Zappala ; Ann R. Carden 2. ed. Mahwah, NJ Erlbaum 2004 XV, 350 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Public relations Business writing Carden, Ann R. Verfasser aut Früher u.d.T. Public relations workbook http://www.loc.gov/catdir/toc/ecip0410/2003023118.html Table of contents SWB Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=022112465&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Zappala, Joseph M. Carden, Ann R. Public relations worktext a writing and planning resource Public relations Business writing |
| title | Public relations worktext a writing and planning resource |
| title_auth | Public relations worktext a writing and planning resource |
| title_exact_search | Public relations worktext a writing and planning resource |
| title_full | Public relations worktext a writing and planning resource Joseph M. Zappala ; Ann R. Carden |
| title_fullStr | Public relations worktext a writing and planning resource Joseph M. Zappala ; Ann R. Carden |
| title_full_unstemmed | Public relations worktext a writing and planning resource Joseph M. Zappala ; Ann R. Carden |
| title_old | Public relations workbook |
| title_short | Public relations worktext |
| title_sort | public relations worktext a writing and planning resource |
| title_sub | a writing and planning resource |
| topic | Public relations Business writing |
| topic_facet | Public relations Business writing |
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