Public Relations Writing Form and Style

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ISBN: 9780534556396 | 0534556396
Cover: Paperback
Copyright: 6/7/2000

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This book covers all aspects of public relations. Part One sets the scene for the kind of writing public relations people do and the context in which they do it; Part Two concentrates on the work of writing; Part Three focuses on writing for small audiences; Part Four is directed at writing for the mass media; Part Five is directed toward special audiences.

PART ONE PR Writing: Role and Responsibility

(91)

Public Relations and the Writer

(15)

Defining Public Relations

(3)

Analyzing, Predicting and Counseling

(1)

Advertising, Publicity and PR

(1)

The Two-Way Street

(1)

Publics, Channels and the Role of the Writer

(8)

The Public in Public Relations

(1)

Priority Publics

(5)

Channels

(1)

The Role of the Writer

(1)

Conclusions

(3)

Ethical and Legal Responsibilities of the PR Writer

(25)

Circles of Influence

(2)

Dynamics

(1)

Values

(1)

Influence of Personal Standards

(3)

Educating

(1)

Refusing

(1)

Requesting Reassignment

(1)

Taking the Assignment

(1)

Influence of Organization and Industry Standards

(3)

Perceptions

(2)

Organizational Culture and Values

(1)

Automatic Responses

(1)

Influence of Public Relations Standards of Practice

(3)

Accuracy

(1)

Honesty, Truth and Fairness

(1)

False or Misleading Information

(1)

Influence of Laws and Regulations

(6)

Negative Laws

(1)

Contracts

(1)

Contempt

(1)

Libel Laws and Privacy Issues

(3)

Copyrights and Other Rights

(1)

Government Regulators

(1)

Influence of Primary Publics

(1)

Shared Values

(1)

Adversarial Groups

(1)

Conclusions

(5)

Persuasion

(26)

Opinion Formation and Change

(2)

Opinion, Attitude and Belief

(1)

Models of Attitude Formation

(1)

The Nature of Persuasion

(6)

Aspects of Persuasion

(3)

Rokeach's Value Hierarchy

(1)

Steps in the Persuasion Process

(2)

Typology of Steps in Persuasion

(3)

Persuasion and Logic

(1)

Expectations

(1)

Experience

(1)

Perceptions

(1)

Connections

(1)

Values

(1)

Persuasion and Communication

(9)

Source

(2)

Message

(2)

Medium

(2)

Public

(1)

Effect

(1)

An Alternative Theory

(2)

Conclusions

(4)

Research for the Public Relations Writer

(22)

Research in Public Relations

(8)

Categories of Research for the PR Writer

(5)

Research for Storage and Retrieval

(2)

Sources for PR Writers and Researchers

(8)

Secondary Sources for Research

(2)

Primary Sources for Research

(5)

Verifying

(1)

Communication Audits

(1)

Skepticism---A Requisite for All Research

(1)

Questions to Ask

(1)

Answers Prompt Questions

(1)

Virtual Reality and Research

(1)

Facts Sheets---Basic PR Tools

(1)

Conclusions

(3)

PART TWO Writing Principles

(54)

Writing to Clarify and Simplify the Complex: Style and Content

(28)

Message, Public, Medium

(1)

Message

(1)

Public

(1)

Medium

(1)

Style

(7)

Readability/Listenability

(3)

Naturalness

(1)

Variety

(1)

Euphony

100

(1)

Human Interest

101

(1)

Trite Expressions

101

(1)

Eliminating Bias

101

(1)

Content: Simplifying the Complex

102

(15)

Know Your Subject

104

(2)

Use Plain English

106

(5)

Take One Step at a Time

111

(1)

Make the Central Points Clear

112

(1)

Explain the Unfamiliar with the Familiar

113

(3)

Make the Message Accessible

116

(1)

Conclusions

117

(4)

Grammar, Spelling and Punctuation

121

(24)

Ambiguity and Grammar

123

(2)

That Versus Which

123

(1)

Subject--Verb Agreement

124

(1)

Myths of Grammar

125

(1)

Split Infinitives

125

(1)

Sentence-Ending Prepositions

126

(1)

Usage Manuals

126

(2)

Verbs

128

(1)

Emotive and Cognitive Meaning

128

(1)

Spelling

129

(4)

Punctuation

133

(3)

Software Packages for Spelling, Grammar and Style

136

(1)

Global English?

136

(1)

Conclusions

137

(8)

PART THREE Writing for Select Audiences

145

(42)

Memos, Email, Letters, Reports and Proposals

147

(24)

Memos

148

(8)

Memos Formats

148

(3)

Classifications of Memos

151

(4)

Factors Affecting the Use of Memos

155

(1)

Electronic Mail: Email

156

(4)

Formats and Content

157

(1)

Style

158

(2)

Letters

160

(3)

Business Letter Format

160

(2)

Types of Letters

162

(1)

Reports and Proposals

163

(5)

Organization of Reports and Proposals

164

(3)

Readability and Applicability

167

(1)

Conclusions

168

(3)

Backgrounders and Position Papers

171

(16)

Backgrounders

172

(6)

Research

173

(1)

Writing

173

(5)

Documentation

178

(1)

Position Papers

178

(5)

Stating the Issue

179

(1)

Background

179

(1)

Position

179

(3)

Recommendations

182

(1)

Format

183

(1)

Special Uses

183

(1)

Conclusions

184

(3)

PART FOUR Writing for Mass Media Audiences

187

(140)

News Releases for Print Media

189

(25)

Who Gets News Releases and How?

189

(5)

What Is News?

191

(1)

Finding News

191

(1)

Getting News to the Mass Media

192

(2)

Writing News Releases

194

(15)

Approach

194

(5)

Form and Style

199

(2)

Electronic Transmission of Releases

201

(1)

Types of Releases

201

(8)

Dealing with News Media

209

(2)

Conclusions

211

(3)

News for Broadcasting

214

(22)

Facts, Sights and Sounds

215

(5)

Announcements and Special Events

215

(3)

News Conferences

218

(1)

Crises

219

(1)

Talk Shows

220

(1)

News on Call

221

(1)

News Releases

221

(1)

VNRs

222

(1)

Broadcast Writing Style

223

(9)

Physical Preparation

225

(4)

Structural Considerations

229

(1)

Supplying Tape (Audio and Video)

229

(3)

Conclusions

232

(4)

Features for Print and Broadcasting

236

(20)

Generating and Selling Ideas

237

(3)

Discovering Feature Material

237

(1)

Finding a Market for the Features

237

(1)

Writing the Query Letter and Following Up

238

(1)

Working with the Medium

239

(1)

Evaluating Topics

240

(2)

Reader Interest

240

(1)

Reader Consequence

241

(1)

Angle

241

(1)

Research

242

(2)

Background Research

242

(1)

Interviewing

243

(1)

Writing

244

(4)

The Lead

244

(1)

Development

245

(1)

Verification and Illustration

246

(1)

Anecdotes

247

(1)

Quotations

247

(1)

Humanization

247

(1)

Dramatization

248

(1)

Description

248

(1)

Mini-Docs

248

(3)

Documentaries and Broadcast Features

251

(2)

Conclusions

253

(3)

Message Design Concepts

256

(20)

The Creative Process

256

(10)

Symbols

258

(1)

Type

259

(2)

Logos

261

(2)

Color

263

(2)

Photographs and Art

265

(1)

Infographics

265

(1)

Sound and Motion

266

(2)

Radio and Other Audio

266

(1)

Television, Video, Film and the Internet

267

(1)

Qualities of Good Message Design

268

(2)

Clear Creative Concept

268

(1)

Getting and Holding Attention

269

(1)

Understanding Publics

269

(1)

Good Organization

269

(1)

Visual Principles

270

(3)

Balance

270

(1)

Visual Weight

271

(1)

Horizontal and Vertical Lines

271

(1)

Contrast

271

(1)

Movement

272

(1)

Harmony

272

(1)

Unity

272

(1)

Proportion

273

(1)

Conclusions

273

(3)

Writing Advertising Copy

276

(32)

Advertising as a Persuasive Force

280

(5)

Appeal

281

(3)

Positioning

284

(1)

Behavior

284

(1)

Basic Guidelines for Writing Advertising Copy

285

(4)

Purpose

285

(1)

Objective Facts

285

(1)

The Publics

285

(1)

Media

286

(1)

The Creative Approach

286

(1)

Visualization

287

(1)

Language

287

(2)

Repetition

289

(1)

Copywriting for Broadcast and Film Media

289

(8)

Public Service Announcements

290

(1)

Copywriting for Television and Film

291

(2)

Copywriting for Radio

293

(2)

Broadcast Production Relationships

295

(2)

Copywriting for Print Media

297

(8)

Attention

298

(1)

Interest

298

(1)

Desire

299

(1)

Credibility

299

(1)

Action

299

(1)

Copywriting for Newspapers

300

(1)

Copywriting for Magazines

301

(1)

Copywriting for Web Pages

302

(1)

Copywriting for Direct Response and Direct Advertising

302

(1)

Copywriting for Out-of-Home Media

303

(1)

Copywriting for Sales Promotion

304

(1)

Conclusions

305

(3)

Writing for Web Sites

308

(19)

Nature of the Internet

309

(1)

Accessing the Internet

309

(1)

Cross-Platform

309

(1)

Importance of URLs

310

(1)

Home Page

310

(1)

Web Site Writing

310

(4)

Visitor Reading Behavior

311

(1)

Writing Basics

312

(1)

Writing Style

312

(1)

Organizing Your Writing

313

(1)

Keep Information Brief

313

(1)

Templates

314

(1)

Emphasis

314

(1)

Design Issues

314

(7)

Getting Started

315

(1)

Links

316

(1)

Graphics

317

(4)

Making a Web Site More Useful

321

(3)

Branding

321

(1)

Site Map

321

(1)

Visitor Response

321

(1)

Refreshing Your Site

321

(2)

Tracking Usage

323

(1)

Conclusions

324

(3)

PART FIVE Writing for a Media Mix

327

(142)

Campaign Writing and Media Kits

329

(38)

Mission Statement

331

(2)

Explicitness

332

(1)

Affirmation of Mission

332

(1)

Business Mission

332

(1)

The Information Base

333

(2)

Kinds of Information

333

(1)

Analyzing Information

334

(1)

Forecasting

335

(1)

Objectives

335

(1)

Goals

335

(1)

Strategy

336

(7)

Organizational Strategy

336

(1)

Business Strategy

337

(1)

Functional Strategy

338

(1)

Message Strategies

339

(2)

Media Strategy and Mix

341

(2)

Control

343

(1)

Coordination

344

(1)

Tactical Implementation

345

(1)

Monitoring and Evaluation

346

(2)

Media Kits

348

(14)

Media Kit Use and Content

349

(12)

Materials for Media Rooms---Crises and Special Events

361

(1)

Conclusions

362

(5)

Speeches and Other Presentations

367

(29)

Speeches

368

(6)

Types of Speeches

369

(1)

Planning

370

(1)

Paring

371

(1)

Persuading

371

(1)

The Mechanics of Organization

371

(1)

Style

372

(2)

Setting the Stage and Writing the Finale

374

(1)

Presentation Scripts

374

(18)

Differences and Similarities

375

(1)

Types of Presentations

375

(1)

Planning

375

(1)

Development

376

(1)

Matching Words and Sights

377

(1)

Computer Advantages/Disadvantages

377

(15)

Evaluations

392

(1)

Conclusions

392

(4)

Newsletters

396

(17)

Criteria for Successful Newsletters

397

(3)

Filling Unmet Needs

398

(1)

Uniqueness

398

(1)

Distribution

398

(1)

Knowledge and Skills

399

(1)

Frequency

399

(1)

Format

399

(1)

Types and Functions of Newsletters

400

(4)

Employee and Member Newsletters

400

(2)

Special-Interest Subscriber Newsletters

402

(2)

Technical and Content Considerations

404

(1)

Reporting and Writing for Newsletters

404

(3)

Reporting

404

(1)

Writing Tips for Newsletters

405

(1)

Fitting Newsletter Copy and Design

406

(1)

Writing and Designing Newsletters on Desktop Systems

407

(3)

Expediting Editorial Matter

408

(1)

Designing

409

(1)

Conclusions

410

(3)

Brochures

413

(19)

Purpose

414

(1)

Persuade

415

(1)

Inform and Educate

415

(1)

Concept

415

(4)

Purpose and Object

416

(3)

Giving Shape to Information

419

(3)

Rules

419

(1)

Accuracy

420

(1)

Active Voice

420

(1)

Style

420

(1)

Tone

420

(1)

Visuals

421

(1)

Designing Brochures

422

(6)

Format

422

(1)

Type

423

(2)

Paper

425

(1)

White Space

426

(1)

Color

427

(1)

Reproduction

428

(1)

Letterpress

428

(1)

Offset

428

(1)

Gravure

429

(1)

Distribution

429

(1)

Conclusions

430

(2)

Magazines and Annual Reports

432

(24)

Magazines

432

(9)

Topics

433

(3)

Employee Publications

436

(1)

Association Publications

437

(1)

Trade and Industry Publications

437

(4)

Corporate Publications for the Public

441

(1)

Annual Reports

441

(11)

Clarity Versus Accuracy

443

(2)

Planning the Report

445

(1)

Writing the Report

446

(6)

Conclusions

452

(4)

Crisis Communication

456

(13)

Planning

458

(5)

Corporate Information

461

(1)

Corporate Plan

461

(2)

Media Kits

463

(1)

Handling the Crisis

463

(3)

Constraints

464

(1)

Continuing Problems

464

(1)

The Significance of Planning

465

(1)

Conclusions

466

(3)

Appendix A Readability Formulas

469

(6)

Flesch's Reading Ease and Human Interest Formulas

469

(1)

Gunning's Fog Index

470

(1)

Dale-Chall Formula

471

(1)

ELF Formula

471

(1)

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Public Relations Writing Form and Style

Summary

Table of Contents

Supplemental Materials