Public relations writing: strategies & structures
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Boston, MA
Cengage Learning
2015
|
| Edition: | Eleventh edition |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | xx, 362 Seiten Illustrationen |
| ISBN: | 9781305500006 |
Staff View
MARC
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Record in the Search Index
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| adam_text | Brief Contents
Preface xix
PART 1 PR Writing: Role and Responsibility 1
L Public Relations and the Writer 2
2. Ethical and Legal Responsibilities of the PR Writer 12
PART 2 Writing Principles 33
3. Writing to Clarify and Simplify the Complex: Style and Content 34
4. Grammar, Spelling and Punctuation 58
5. Social Media Writing 75
PART 3 Preparing to Write 93
6. Research for the Public Relations Writer 94
7. Writing to Persuade 127
PART 4 Writing for Select Audiences 151
8. Media Kits, Media Pitches, Backgrounders and Columns 152
9. Writing for Public Media 179
10. Email, Memos, Letters, Proposals and Reports 221
11. Newsletters 245
12. Magazines and Brochures 264
13. Speeches, Presentations and Other Orally Delivered Messages 297
PART 5 Writing in Turbulent Times 315
14. Crisis Communication 316
vi
Contents
Preface xix
PART 1 PR Writing: Role and Responsibility 1
How Strategie Public Relations Writing Is Different 3
Job Descriptions Vary 4
Analyzing, Predicting and Counseling 5
Competence in Convergence 6
Reactions and Responses 7
Stakeholders/Publics, Channels and the Role of the Writer 7
Setting Priorities and Selecting Channels 8
The Role of the Writer 10
Exercises 11
vii
viii Contents
Core Values and Personal/Professional Behavior 13
Dynamics 14
Values 15
Influence of Personal Standards 15
Educating 15
Refusing 16
Requesting Reassignment 17
Taking the Assignment 17
Influence of Organization and Industry Standards 17
Perceptions 17
Organizational Culture and Values 18
Automatic Responses 18
What Happens When You Aren’t Told? 19
Influence of Public Relations Standards of Practice 19
Accuracy 20
Honesty, Truth and Fairness 20
False or Misleading Information 21
Influence of Laws and Regulations 22
Negative Laws 22
Contracts 23
Commercial Free Speech 24
Libel Laws and Privacy Issues 24
Copyrights and Other Rights 27
Government Regulators 28
Influence of Priority Publics 29
Shared Values 29
Adversarial Groups 30
Exercises 31
Contents ix
PART 2 Writing Principles 33
Message, Recipients, Medium 35
Message 35
Recipients: Publics/Stakeholders and Others 35
Medium 36
Style 36
Readability/Listenability 36
Naturalness 40
Variety 41
Euphony 42
Human Interest 42
Trite Expressions 42
Eliminating Bias 43
Quotes 43
Internet Language Use 43
Content: Simplifying the Complex 44
Know Your Subject 47
Use Plain English 49
Take One Step at a Time 54
Make the Central Points Clear 54
Explain the Unfamiliar with the Familiar 55
Make the Message Accessible 56
Tell Stories 57
Exercise 57
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Ambiguity and Grammar 60
That Versus Which 60
Subject-Verb Agreement 61
x Contents
Myths of Grammar 61
Split Infinitives 62
Sentence-Ending Prepositions 62
Usage Manuals 63
Verbs 64
Emotive and Cognitive Meaning 65
Spelling 65
Word Choice and Meaning 69
Punctuation 69
Global English? 72
Always Check 73
Words of Advice to Post on Your Desktop 73
Exercise 74
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Mastering Social Media Writing 75
What Is Social Media? 75
The Digital Diamond 76
Channel Indulgence 77
The Voices of Social Media 78
The Content Challenge 79
Being Invisible 80
Being Unselfish 80
Insidering 80
Writing for SEO 81
What We Know and Don’t Know 81
Determining Keyword Phrases 81
The Science of SEO 81
Blog Writing 82
One-Mississippi, Two-Mississippi ... 82
Break the Rules 82
Change the Writing Process 83
Contents xi
Social Media Writing 85
Relevant, Useful and/or Entertaining 85
Invisible 86
Use Hashtags 86
Include a Link (URL) 87
Be Quick, Be Clever 87
Write for the Channel 87
The Science of Short Writing 90
In the End 91
PART 3 Preparing to Write 93
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Planning for Research 94
Research in Public Relations 97
Define and Segment Publics 99
Demographics 99
Psychographics and Lifestyles 100
Two Basic Types of Research 100
Categories of Research for the PR Writer 100
Storing and Retrieving Research Data 103
Sources for PR Writers and Researchers 105
Secondary Sources for Research 105
Primary Sources for Research 106
Verifying 112
Communication Audits 112
Research Using Social Media 113
Skepticism—A Requisite for All Research 114
Questions to Ask 114
Answers Prompt Questions 115
Position Papers 115
Testing Readability 120
Exercises 125
xii Contents
Opinion Formation and Change 130
Opinion, Attitude and Belief 130
Models of Attitude Formation and Message Recipients 131
The Influence of Social Media 132
The Nature of Persuasion 132
Aspects of Persuasion 132
Rokeachs Value Hierarchy 134
Steps in the Persuasion Process 133
Typology of Steps in Persuasion 137
Persuasion and Logic 137
Expectations 138
Experience 138
Perceptions 138
Connections 139
Values 139
Persuasion and Communication 139
Source 140
Message 141
Medium 143
Public 145
Effect 146
An Alternative Theory 147
Five Ideas to Keep in Mind 148
Exercises 149
PART 4 Writing for Select Audiences 151
Media Kit Use 154
Media Kits for Special Events 155
Media Credentials 163
Materials for Media Rooms—Crises and Special Events 163
Contents
Media Pitches 165
Be Prepared and Be Persistent 165
Keep It Short and Use Email 167
Backgrounders 169
Format 175
Columns 175
Public Service Announcements 177
Online PSAs 178
Exercises 178
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Opportunities for News and Information 179
News Releases 180
Who Gets News Releases? 183
What Is News? 183
Writing News Releases and Structure 183
Approach 183
News Writing Style 187
Electronic Transmission of Releases and Distribution 188
Types of Releases 188
News for Broadcasting 190
Facts, Sights and Sounds 191
Announcements 191
News Conferences 192
Broadcast News Releases 195
Broadcast News Writing Style 196
Physical Preparation 198
Structural Considerations 200
Supplying Pictures and Sound 202
News Features 203
Digital Delivery and Use 203
PR As Broadcast News Suppliers 204
VNRs 204
News on Call 205
Talk Shows 205
Handling Messages During Crises 206
Advertising Now in the Mix 206
Advertising as a Persuasive Force 207
Appeal 207
Positioning 208
Behavior 209
Basic Guidelines for Writing Advertising Copy 210
Purpose 210
Objective Facts 210
The Publics 211
Media 211
The Creative Approach 211
Visualization 212
Language 215
Repetition 215
Writing Advertising Copy for Electronic Media—Television,
Radio, Online 216
Copywriting for TV Commercials or Public Service Announcements 217
Copywriting for Radio Commercials or PSAs 217
Government Regulations 218
Exercises 219
Email 221
Formats and Content 224
Style 225
Memos 226
Memo Formats 226
Classifications of Memos 229
Factors Affecting the Use of Memos 232
Letters 233
Business Letter Format 233
Types of Letters 235
Proposals and Reports 237
Proposals and Reports Compared 237
Organization of Proposals and Reports 238
Readability and Applicability 240
Annual Reports 241
Direct Response and Direct Advertising 241
Out-of-Home Media 242
Sales Promotion 243
Exercises 244
Criteria for Successful Newsletters 246
Filling Unmet Needs 248
Uniqueness 250
Writing 250
Distribution 250
Knowledge and Skills 251
Frequency 251
Format 252
Types and Functions of Newsletters 253
Employee and Member Newsletters 253
Special-Interest Subscriber Newsletters 255
Technical and Content Considerations 256
Reporting and Writing for Newsletters 256
Writing Tips for Newsletters 258
Fitting Newsletter Copy and Design 258
Writing and Designing Newsletters on Computers
Designing 261
Exercises 263
xvi Contents
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Magazines 264
Topics 265
Employee Publications 270
Association Publications 271
Trade and Industry Publications 271
Corporate Publications for the Public 275
Brochures 275
Purpose 281
Persuade 281
inform and Educate 282
Concept 282
Purpose and Object 282
Giving Shape to Information 284
Rules 284
Accuracy 285
Active Voice 285
Style 285
Tone 285
Visuals 286
Designing Brochures 287
Format 287
Using Computer Templates 290
Type 290
Paper 291
White Space 292
Color 292
Reproduction 293
Letterpress 293
Offset 294
Gravure 294
Distribution 294
Exercises 295
Contents
xvi 1
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Speeches 298
Visualizing the Setting as You Write 299
Types of Speeches 299
Paring and Timing 302
Persuading 303
The Mechanics of Organization 303
Style 303
Setting the Stage and Writing the Finale 306
Presentation Scripts 306
Differences and Similarities 306
Types of Presentations 307
Planning 307
Development 308
Matching Words and Sights 308
Computer Advantages/Disadvantages 310
Other Speech/Presentation Occasions 311
Media Interviews 312
News Conferences 313
Evaluations 313
Exercises 314
PART 5 Writing in Turbulent Times 315
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General Motors Recalls 317
Planning for Crisis Situations 320
Corporate Information 320
Crisis Planning 322
Precrisis Planning 323
Triggering Event/Initial Phase 327
Communication During the Crisis 329
Resolution/Recovery 331
xviii Contents
Overall Public Relations Plan 332
Review, Revise and Affirm the Mission Statement 332
Examine the Present Situation 332
Analyze the Data 334
Prepare Forecasts 334
Write Statements of Objectives and Goals 335
Develop Strategies 335
Define, Prioritize and Analyze Publics 335
Prioritizing Publics 336
Prepare Message Strategies and Statements 336
Develop Media Strategy/Mix 336
Strategic Use of Media 337
Develop Schedule, Assign Responsibilities and
Establish Budget 337
Tactical Implementation 338
Devise Monitoring and Measurement Systems and Procedures 338
Exercises 340
Notes 342
Index 351
|
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| illustrated | Illustrated |
| indexdate | 2024-07-10T07:47:12Z |
| institution | BVB |
| isbn | 9781305500006 |
| language | English |
| lccn | 2012950565 |
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| physical | xx, 362 Seiten Illustrationen |
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| spelling | Newsom, Doug Verfasser aut Public relations writing strategies & structures Doug Newsom, Jim Haynes Eleventh edition Boston, MA Cengage Learning 2015 xx, 362 Seiten Illustrationen txt rdacontent n rdamedia nc rdacarrier Public relations Public relationsxAuthorship Business writing Öffentlichkeitsarbeit (DE-588)4043188-5 gnd rswk-swf Textproduktion (DE-588)4184945-0 gnd rswk-swf Öffentlichkeitsarbeit (DE-588)4043188-5 s Textproduktion (DE-588)4184945-0 s DE-604 Haynes, Jim Sonstige oth Digitalisierung UB Passau - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=029635518&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Newsom, Doug Public relations writing strategies & structures Public relations Public relationsxAuthorship Business writing Öffentlichkeitsarbeit (DE-588)4043188-5 gnd Textproduktion (DE-588)4184945-0 gnd |
| subject_GND | (DE-588)4043188-5 (DE-588)4184945-0 |
| title | Public relations writing strategies & structures |
| title_auth | Public relations writing strategies & structures |
| title_exact_search | Public relations writing strategies & structures |
| title_full | Public relations writing strategies & structures Doug Newsom, Jim Haynes |
| title_fullStr | Public relations writing strategies & structures Doug Newsom, Jim Haynes |
| title_full_unstemmed | Public relations writing strategies & structures Doug Newsom, Jim Haynes |
| title_short | Public relations writing |
| title_sort | public relations writing strategies structures |
| title_sub | strategies & structures |
| topic | Public relations Public relationsxAuthorship Business writing Öffentlichkeitsarbeit (DE-588)4043188-5 gnd Textproduktion (DE-588)4184945-0 gnd |
| topic_facet | Public relations Public relationsxAuthorship Business writing Öffentlichkeitsarbeit Textproduktion |
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