Public Relations Writing : Principles in Practice

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ISBN: 9781412905510 | 1412905516
Cover: Paperback
Copyright: 4/19/2005

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Public Relations Writing: Principles in Practice is a comprehensive core text that guides students from the most basic foundations of public relations writing-research, planning, ethics, organizational culture, law, and design-through the production of actual, effective public relations materials. The Second Edition focuses on identifying and writing public relations messages and examines how public relations messages differ from other messages.

Preface

xxi

Overview

xxi

Purpose

xxi

Structure and Scope

xxii

Distinguishing Features

xxii

For Faculty

xxiii

For Students

xxiv

With Appreciation

xxv

Theoretical Influences on Public Relations Writing

(24)

Public Relations in the 21st Century

(4)

Enter the Public Relations Writer

(2)

Theoretical Foundations of Public Relations Writing

(13)

Systems Theory: Looking at the ``Big Picture''

(2)

Persuasion Theories and Their Implications

(1)

Centuries of Persuasion

(2)

Theories of Behavior and Attitude Change

(5)

Thinking About Message and Source

(2)

Strategic Foundations of Public Relations Writing

(3)

Publics

(2)

Outcomes

(1)

Summary

(1)

On the Textbook Web Site

(1)

References

(1)

Resources

(2)

Sending the Message: Writing for Style, Flow, and Credibility

(32)

Where Does Public Relations Writing Originate?

(1)

Organizational Goals

(1)

Publics

(1)

Thinking About Writing: Style and Flow

(1)

Fundamentals of Style

(2)

What Is Style, and How Can You Master It?

(2)

Style Decisions: Writing for Credibility

(8)

Detail

(1)

Readability

(1)

Vocabulary

(3)

Grammar

(3)

The Fundamentals of Flow

(6)

What Is Flow, and Why Is It Important?

(4)

How Do You Learn About Style and Flow?

(1)

Style Resources

(1)

Putting Theory and Fundamentals Into Practice: Writing a Cover Letter for Your First Client---You

(12)

What Will You Write?

(5)

The Cover Letter

(6)

After the Letter

(1)

After the Interview

(1)

On the Textbook Web Site

(1)

Writing Wrap-Up

(1)

Reference

(1)

Resources

(1)

Ethical Influences on Public Relations Writing

(18)

Theories of Ethical Action

(2)

The Situational Approach to Public Relations Ethics

(1)

Defining Ethical Standards

(9)

Public Relations Ethics

(2)

Professional Ethics

(1)

Organizational Ethics

(5)

Personal Ethics

(1)

Ethics and Public Relations Writing

(3)

On the Textbook Web Site

(1)

Writing Wrap-Up

(1)

References

(1)

Resources

(2)

Cultural Influences on Public Relations Writing

(23)

What Is Culture?

(2)

The Fluid Nature of Cultures

(1)

Culture: Why It's Important

(1)

The Global Audience

(2)

What Does Having a Global Audience Mean?

(2)

Societal Cultures

(1)

Sector Cultures

(1)

Organizational Cultures

(12)

Types of Organizational Cultures

(5)

The Macro-Focus: Understanding Cultures

(3)

The Micro-Focus: Language and Vocabulary

(3)

Culture and Its Implications for Public Relations Writing

(1)

Facilitating Cross-Cultural Communication

(1)

On the Textbook Web Site

(1)

Writing Wrap-Up

(1)

References

(2)

Resources

(1)

Research Influences on Public Relations Writing

(26)

What Is Research?

(1)

Research Components

(1)

Researching the Environment

(5)

The Environment: What to Research

100

(1)

The Environment: How to Research

100

(4)

Researching the Organization

104

(3)

The Organization: What to Research

104

(1)

The Organization: How to Research

105

(2)

Researching Publics

107

(5)

Publics: What to Research

108

(1)

Publics: How to Research

108

(4)

Researching Messages

112

(4)

Messages: What to Research

112

(1)

Messages: How to Research

113

(3)

Researching Media

116

(2)

Media: What to Research

116

(1)

Media: How to Research

116

(2)

Researching Effects

118

(1)

Effects Research: What to Research

118

(1)

Effects Research: How to Research

118

(1)

Researching Relationships

119

(1)

Research and the Web

119

(3)

The Web Challenges

120

(1)

The Web: What to Research

120

(1)

The Web: How to Research

120

(2)

On the Textbook Web Site

122

(1)

Writing Wrap-Up

122

(1)

References

122

(1)

Resources

123

(1)

Legal Influences on Public Relations Writing

124

(28)

Protecting Organizational Interests: Working With Lawyers

127

(1)

Protecting Your Own Interests: Contracts

128

(1)

The Issues

129

(15)

131

(1)

Trademarks and Servicemarks, ™ ® SM

132

(4)

Web Rights

136

(2)

Privacy

138

(1)

Spamming

139

(1)

Defamation, Libel, and Slander

140

(1)

Freedom of Information, Privacy, and Sunshine Laws

140

(2)

What Does This Mean to the Public Relations Writer?

142

(1)

Financial Reporting and Insider Trading

143

(1)

The Agencies

144

(3)

Securities and Exchange Commission

144

(1)

Federal Trade Commission

144

(1)

Food and Drug Administration

145

(1)

Federal Communications Commission

145

(1)

U.S. Postal Service

146

(1)

On the Textbook Web Site

147

(1)

Writing Wrap-Up

147

(1)

References

148

(1)

Resources

149

(3)

Design Influences on Public Relations Writing

152

(42)

Which Is More Important, the Copy or the Design?

152

(2)

Communication Is the Key

152

(1)

Design as a Public Relations Tactic

153

(1)

Communicating With Space

154

(7)

Format

154

(1)

Balance

154

(7)

Communicating With Type

161

(5)

Fonts

161

(1)

Type Size and Spacing

162

(1)

Alignment

163

(1)

Type Styles

163

(1)

Special Type Effects

164

(2)

Communicating With Graphics

166

(12)

Rules

166

(1)

Screens

166

(1)

Photographs

167

(4)

Line Art

171

(1)

Charts and Graphs

171

(6)

Diagrams

177

(1)

Communicating With Color

178

(5)

Selecting the Right Color

180

(3)

Special Options

183

(3)

Formats and Folding

183

(2)

Die Cuts

185

(1)

Embossing

185

(1)

Foil Stamping

185

(1)

The Presentation Folder

186

(1)

Design Issues for the Web

186

(5)

Layout

187

(1)

Balance

188

(1)

Type

188

(1)

Color

189

(1)

Navigational Support

189

(1)

Graphics on the Web

190

(1)

HTML, the Language of the Web

191

(1)

On the Textbook Web Site

191

(1)

Writing Wrap-Up

191

(1)

References

191

(1)

Resources

192

(2)

From Principles to Planning to Practice: Business Writing, Fact Sheets, and Bios

194

(30)

The Planning

194

(12)

Planning for Publics: Audience-Based Decision Making

195

(3)

Planning for Outcomes

198

(1)

Planning for Media and Methods

199

(1)

Planning for Cost or Budget

200

(1)

Planning for Timing

201

(1)

Planning for Evaluation

201

(1)

Planning for Control

202

(3)

Planning: Finding the Middle Ground

205

(1)

Summary

206

(1)

The Practice: Beginning With the Basics

206

(17)

Letters

208

(1)

Memos

209

(1)

E-mail

210

(2)

Reports (other than annual reports)

212

(3)

Fact Sheets, Backgrounders, Boilerplates, and Bios

215

(8)

On the Textbook Web Site

223

(1)

Writing Wrap-Up

223

(1)

References

223

(1)

Resources

223

(1)

Out of Your Control . . . or Is It? Newswriting for the Press

224

(36)

Using the Media Effectively: More Than ``Making the Six o'Clock News''

227

(3)

Where to Place News Releases: Media Selection

229

(1)

Writing and Placing News Releases

230

(1)

Newswriting for the Press: Content

230

(7)

News Values or Determinants

231

(3)

News Determinants in Action

234

(3)

Newswriting for the Press: Structure

237

(3)

Media Structure: The Inverted Pyramid

237

(3)

Newswriting for the Press: Style

240

(6)

Journalism Style

240

(6)

Newswriting for the Press: Formatting

246

(3)

Contact Information

246

(1)

Page Numbering

246

(2)

Spacing

248

(1)

Release Date

248

(1)

To Headline or Not to Headline

248

(1)

Distributing Your Release: How to Get the Word Out

249

(2)

Distributing Releases to the Press

249

(2)

Customizing News Releases

251

(1)

Why Are You Writing the Release or Producing the Video? (and the tools to help you avoid it)

251

(4)

The Pitch Letter

252

(1)

The Media Alert or Advisory

253

(2)

Supporting the Media

255

(3)

Media Kits

255

(1)

Position Papers

256

(1)

Success

256

(2)

On the Textbook Web Site

258

(1)

Writing Wrap-Up

258

(1)

Reference

258

(1)

Resources

258

(2)

Under Your Control: Features and Newsletters

260

(29)

Using Controlled Media for News

261

(1)

Why Use Controlled Media for News?

261

(1)

Feature Writing

261

(11)

What Is a Feature?

262

(1)

Feature Subjects

263

(2)

Feature Structure

265

(1)

Feature Style

265

(7)

Newsletters

272

(16)

Understanding Newsletters

273

(1)

Newsletter Content

274

(5)

Newsletter Structure

279

(1)

Newsletter Style

280

(4)

Newsletter Production and Distribution

284

(2)

Web Letters

286

(1)

Evaluation

287

(1)

On the Textbook Web Site

288

(1)

Writing Wrap-Up

288

(1)

References

288

(1)

Resources

288

(1)

Let's Hear It: Writing for Broadcast, Scripts, and Speeches

289

(28)

Newswriting for Broadcast Media

290

(10)

Media Comparisons

290

(2)

Newswriting for Broadcast: Content

292

(1)

Newswriting for Broadcast: Style

293

(3)

Newswriting for Broadcast: Formatting

296

(3)

Distributing Releases to the Broadcast Media

299

(1)

Scriptwriting: Writing for Sound and Visuals

300

(7)

Scriptwriting: Content

302

(1)

Scriptwriting: Approach

302

(3)

Scriptwriting: Style

305

(1)

Scriptwriting: Formatting for Production

305

(2)

From DTP to DTV

307

(1)

Speechwriting

307

(8)

Speechwriting Considerations: Audience and Purpose

308

(1)

Structure

309

(2)

Speechwriting: Style

311

(4)

On the Textbook Web Site

315

(1)

Writing Wrap-Up

315

(1)

Reference

316

(1)

Resources

316

(1)

When the News Isn't Good: Crisis Messages

317

(22)

What Is a Crisis?

318

(2)

Crisis Management

320

(4)

The Crisis Plan

320

(3)

Crises and the Media

323

(1)

Crisis Writing

324

(11)

The Message

324

(1)

Strategies for Crisis Communications

325

(6)

Media Decisions in a Crisis

331

(1)

The Web in a Crisis

332

(3)

Postcrisis: Follow-Up and Evaluation

335

(2)

On the Textbook Web Site

337

(1)

Writing Wrap-Up

337

(1)

References

337

(1)

Resources

338

(1)

The Multipurpose Medium: Writing for the Web

339

(28)

The Web and Communication Thinking

339

(2)

The Prospect of Multiway Communications

340

(1)

Web Cosmology and Anti-information

340

(1)

Control of Distribution, Content, and Timing

341

(1)

Public Relations on the Web

341

(8)

The Web Audience

343

(4)

Pros and Cons of the Web as a Public Relations Medium

347

(2)

Writing for the Web

349

(9)

Writing for Newsgroups

349

(1)

Writing for Web Sites

350

(8)

Using the Web for Specific PR Aims

358

(2)

Online News Releases

358

(1)

Online Newsletters

358

(1)

Using the Web for Advocacy

359

(1)

Online Annual Reports

359

(1)

The Web as a Crisis Medium

360

(1)

The Web and Cross-Cultural Communication

360

(1)

Publicizing the Web Site

360

(1)

Research and Evaluation

361

(3)

On the Textbook Web Site

364

(1)

Writing Wrap-Up

364

(1)

References

364

(1)

Resources

365

(2)

Persuasion for Mass Action: Advocacy Campaigns, Op-Eds, and PSAs

367

(30)

Foundations of Motivation and Message

368

(9)

Motivation

369

(1)

Appeals

370

(1)

Developing Persuasive Messages

371

(6)

Persuasion in Practice

377

(1)

Image Communications

378

(1)

Issues and Advocacy

379

(15)

Advocacy Campaigns

380

(2)

Advocacy Advertising

382

(3)

Public Service Announcements: The PSA

385

(4)

Writing for Op-Ed Pages or Broadcast Editorials

389

(5)

On the Textbook Web Site

394

(1)

Writing Wrap-Up

394

(1)

References

395

(1)

Resources

396

(1)

Persuasion for Individual Action: Direct Mail, Brochures, and Proposals

397

(26)

Direct Mail

398

(13)

Direct Mail Formats

401

(1)

Writing Direct Mail Copy

401

(6)

Evaluation

407

(1)

How Did They Get Your Name?

407

(1)

Envelopes: A Look at Direct Mail From the Outside

407

(3)

Catalogs and Price Lists

410

(1)

Brochures

411

(6)

Brochure Themes

412

(1)

Brochure Content

412

(5)

Signs

417

(1)

Proposals and Grants

417

(4)

Proposals

418

(1)

Nonprofit Grants

419

(2)

On the Textbook Web Site

421

(1)

Writing Wrap-Up

421

(1)

References

421

(1)

Resources

422

(1)

High-Profile Projects: Annual Reports, Events, and Exhibitions

423

(28)

Annual Reports

424

(12)

Annual Reports as Financial Documents

425

(1)

Annual Reports as Public Relations Documents

425

(1)

Annual Reports as Social Responsibility Documents

425

(1)

Annual Reports for Public Companies

426

(6)

Annual Reports for Nonprofit Organizations

432

(3)

Annual Reports to Employees

435

(1)

Annual Reports and the Internet

436

(1)

Special Events

436

(1)

Celebrations, Grand Openings, and Annual Meetings

437

(3)

Invitations

438

(1)

Speeches

439

(1)

Information Kits: Media, Sales, Educational, and Public

440

(1)

Industry Conferences, Exhibitions, Conventions, and Trade Shows

440

(8)

Why Attend an Exhibition or Trade Show?

440

(1)

Preparing for an Exhibition or Trade Show

441

(2)

Booths and Displays

443

(3)

Collaterals

446

(2)

Evaluation and Follow-Up

448

(1)

On the Textbook Web Site

448

(1)

Writing Wrap-Up

449

(1)

References

449

(1)

Resources

449

(2)

Appendix A: The Value of Editing

451

(10)

Appendix B: Public Relations Society of America (PRSA) Code of Ethics

461

(6)

Appendix C: Research Methods for Public Relations Writing

467

(10)

Appendix D: Production Issues

477

(2)

Appendix E: Grammar and Style

479

(12)

Glossary

491

(8)

Index

499

(18)

About the Authors

517

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Public Relations Writing : Principles in Practice

Summary

Table of Contents

Supplemental Materials