Public relations writing worktext : a practical guide for the profession / Joseph M. Zappala and Ann R. Carden.

By: Zappala, Joseph M [author].

Contributor(s): Carden, Ann R [author].

Material type: materialTypeLabel

BookPublisher: New York ; Abingdon, Oxon : Routledge, 2010Copyright date: ©2010Edition: Third edition.Description: xvii, 293 pages : illustrations ; 24 cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 9780415997546 (paperback); 04159974542 (paperback); 9780415997539 (hardback); 0415997534 (hardback).Subject(s): Public relations

| Business writing

DDC classification: 659.2

Contents:

What is public relations writing? -- Basics of public relations writing -- The public relations process -- Research -- Planning and message design --- News releases -- Other media formats -- Backgrounders and features -- Websites and social media -- Business correspondence -- Reports and proposals -- Advocacy writing -- Promotional publications -- Evaluation.

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Enhanced descriptions from Syndetics:

Public Relations Writing Worktext provides the fundamental knowledge and the basic preparation required for the professional practice of public relations writing. This textbook introduces readers to public relations and writing, providing an overview of the four-step public relations process in addition to defining and detailing the writing activities involved. It presents in-depth information on the writing formats and approaches used in implementing strategic public relations plans, and offers instruction for developing all types of writing assignments, starting with memos, proposals, and news releases, and moving on to the more complex tasks of advocacy writing, newsletters, crisis planning, and online communication. Examples accompany the discussions, providing guidance and structure for the varied writing activities.

Retaining the approach of the second edition, this text incorporates numerous changes and updates, making it suitable for use as a primary course text. Updates include:

increased focus on writing for the web, blogs, and electronic media, including information on writing social media releases and a new chapter entitled "New and Social Media" anbsp;new planning outline to help writers develop more effective messages expanded checklists for writers to reference when working on assignments additional examples of effective public relations writing by leading companies in a variety of organizational settings, including Mattel, UPS, Burger King, Sara Lee, Xerox, Frito-Lay, and many more new assignments based on topics, issues and problems that public relations professionals in all sectors face today restructured content for improved writing flow and consistency full instructor manual available at www.routledge.com/textbooks/zappala

Authors Joseph M. Zappala and Ann R. Carden offer a clear and engaging introduction to the writing activities involved in public relations practice, resulting in a valuable resource for professionals as well as a practical classroom text for students planning careers in public relations.

Includes bibliographical references and index.

Table of contents provided by Syndetics

List of Exhibits (p. xi)
Preface (p. xiii)
Part 1 An Introduction to the Basics (p. 1)
1 What is Public Relations Writing? (p. 3)
What is Public Relations? (p. 4)
Types of Public Relations Writing (p. 7)
Communication and the Public Relations Writer (p. 8)
Persuasion and the Public Relations Writer (p. 10)
Note (p. 11)
References and Suggested Reading (p. 11)
2 Basics of Public Relations Writing (p. 13)
Grammar (p. 13)
Spelling (p. 18)
Punctuation (p. 18)
Sentence Structure (p. 19)
Word Usage (p. 20)
Simplicity (p. 20)
Style (p. 21)
Diversity, Bias, and Cultural Sensitivity (p. 24)
Legal Issues (p. 25)
Puffing (p. 25)
Corporate vs. Commercial Speech (p. 26)
Copyrights (p. 26)
Trademarks (p. 28)
Privacy (p. 28)
Defamation (p. 28)
Ethical Issues (p. 29)
Rewriting and Proofreading (p. 35)
Assignments (p. 36)
References and Suggested Reading (p. 39)
3 The Public Relations Process (p. 40)
The Four Phases (p. 40)
Research (p. 40)
Planning (p. 41)
Target Publics (p. 41)
Goals and Objectives (p. 41)
Strategies and Tactics (p. 42)
Budget (p. 42)
Timetable (p. 43)
Execution (p. 43)
Evaluation (p. 43)
Assignments (p. 47)
References and Suggested Reading (p. 51)
Part 2 Research (p. 53)
4 Research (p. 55)
Secondary Research (p. 55)
Primary Research (p. 58)
Interviews (p. 59)
Before the Interview (p. 59)
Conducting the Interview (p. 60)
After the Interview (p. 61)
E-mail Interviews (p. 61)
Advantages (p. 61)
Disadvantages (p. 61)
Focus Groups (p. 62)
Surveys (p. 63)
Content Analysis (p. 65)
Additional Primary Research (p. 66)
Assignments (p. 69)
References and Suggested Reading (p. 72)
Part 3 Planning (p. 73)
5 Planning and Message Design (p. 75)
Developing the Message (p. 75)
The Planning Outline (p. 80)
Type of Project (p. 80)
Situation (p. 80)
Objectives (p. 80)
Target Public(s) (p. 80)
WIN Analysis of Key Public(s) (p. 81)
Specific Appeal(s) to be Used (p. 81)
Core Message (p. 81)
Communication Channel (p. 81)
Evaluation Methods (p. 82)
Assignments (p. 83)
Note (p. 87)
References and Suggested Reading (p. 87)
Part 4 Execution (p. 89)
6 News Releases (p. 91)
Types of News Release (p. 91)
Components (p. 92)
Body of the Release (p. 93)
Leads (p. 94)
Localizing (p. 97)
Formats (p. 99)
Broadcast Print Releases (p. 99)
Radio News Releases (p. 105)
Video News Releases (p. 106)
Social Media Releases (p. 107)
Timing (p. 110)
Distribution (p. 111)
Assignments (p. 112)
References and Suggested Reading (p. 116)
7 Other Media Formats (p. 117)
Media Alerts (p. 117)
Media Pitches (p. 123)
Public Relations Photos (p. 125)
Assignments (p. 128)
References and Suggested Reading (p. 131)
8 Backgrounders and Features (p. 132)
Background Materials (p. 132)
Fact Sheets (p. 133)
Backgrounders (p. 136)
Biographical Sketches (p. 136)
Features (p. 139)
Types of Feature (p. 140)
Writing the Feature (p. 141)
By-lined Articles (p. 141)
Case Studies (p. 144)
Matte Releases (p. 144)
Assignments (p. 148)
References and Suggested Reading (p. 151)
9 Web Sites and Social Media (p. 152)
Web Sites (p. 152)
Writing for the Web (p. 153)
Conceiving and Designing the Web Site (p. 154)
Multimedia (p. 156)
Online Media Rooms (p. 157)
Blogs (p. 157)
Components (p. 159)
Ethical Considerations (p. 159)
Promoting Your Online Presence (p. 162)
Intranets (p. 162)
Wikis (p. 163)
Assignments (p. 163)
References and Suggested Reading (p. 167)
10 Business Correspondence (p. 168)
Memoranda (p. 168)
Letters (p. 170)
E-mail (p. 175)
Voice Mail (p. 177)
Assignments (p. 178)
References and Suggested Reading (p. 182)
11 Reports and Proposals (p. 183)
Reports (p. 183)
Research Reports (p. 183)
Annual Reports (p. 184)
Proposals (p. 185)
New Business Proposal (p. 188)
Request for Proposals (p. 188)
Grant Proposals (p. 189)
Assignments (p. 190)
References and Suggested Reading (p. 194)
12 Advocacy Writing (p. 195)
Letters to the Editor (p. 195)
Op-ed Articles (p. 196)
Position Statements (p. 198)
Talking Points and Speeches (p. 200)
Public Service Announcements (p. 202)
Public Relations Advertising (p. 203)
Assignments (p. 206)
References and Suggested Reading (p. 210)
13 Promotional Publications (p. 211)
Newsletters (p. 211)
Newsletter Goals, Publics, and Strategy (p. 211)
Developing the Newsletter and its Content (p. 213)
Writing Newsletter Articles (p. 215)
Other Newsletter Considerations (p. 216)
Magazines (p. 219)
E-zines (p. 219)
Brochures (p. 221)
Brochure Format, Content, and Writing (p. 221)
Fliers and Posters (p. 226)
Assignments (p. 227)
References and Suggested Reading (p. 231)
Part 5 Evaluation (p. 233)
14 Evaluation (p. 235)
The Components of Public Relations Measurement (p. 235)
Awareness (p. 236)
Media Coverage (p. 236)
Internet Statistics (p. 237)
Readership Surveys (p. 238)
Acceptance (p. 238)
Action (p. 239)
References and Suggested Reading (p. 239)
Appendix A Planning Outline (p. 241)
Appendix B Checklists (p. 242)
Appendix C Special Events (p. 276)
Index (p. 287)

Author notes provided by Syndetics

Joseph M. Zappala is director of communications at the Industrial and Labor Relations School at Cornell University.

Ann R. Carden is an assistant professor of communication at the State University of New York at Fredonia, where she teaches public relations. She has 20 years experience managing public relations and 11 years experience in broadcast journalism. Ann's research interest focuses on the use of public relations in the travel and tourism industry.