Public Relations Writing and Media Techniques

PART I: THE BASICS OF PUBLIC RELATIONS WRITING

Chapter 1: Getting Organized for Writing

The Framework of Public Relations

The Public Relations Writer

Preparation for Writing

Research: the prelude to writing

Writing Guidelines

Errors to Avoid

Chapter 2: Becoming a Persuasive Writer

Persuasion: As Old as Civilization

The Basics of Communication

Theories of Communication

Factors in Persuasive Writing

Persuasive Speaking

Persuasion and Propaganda

The Ethics of Persuasion

Chapter 3: Finding and Making News

The Challenge of Making News

What Makes News

How to Find News

How to Create News

Chapter 4: Working with Journalists and Bloggers

The Importance of Media Relations

The Media’s Dependence on Public Relations

Public Relations’ Dependence on the Media

Areas of Friction

Working with Journalists

A Media Relations Checklist

Crisis Communication

PART II: WRITING FOR MASS MEDIA

Chapter 5: Writing the News Release

The Backbone of Publicity Programs

The Value of News Releases

Planning a News Release

The Basic Components of a News Release

News Release Formats

The Traditional News Release

The Online News Release

The Multimedia News Release

Chapter 6: Preparing Fact Sheets, Advisories, Media Kits, and Pitches

Expanding the Publicity Tool Kit

Fact Sheets

Media Advisories

Media Kits

Pitching a Story

The Follow-Up

Chapter 7: Creating News Features and Op-Ed

The Value of Features

Planning a News Feature

Types of Features

Parts of a Feature

Placement Opportunities

Writing an Op-Ed

Chapter 9: Radio, Television, and Video

The Wide Reach of Broadcasting

Radio

Television

Talk Shows and Product Placements

Film Features and Online Video

Chapter 8: Selecting Publicity Photos and Graphics

The Importance of Publicity Photos

Components of a Good Photo

Working With Photographers

Writing Photo Captions

Creating Other Graphics

Maintaining Photo and Art Files

Distributing Photos and Artwork

Chapter 10: Distributing News to the Media

Reaching the Media

Distribution of Materials

PART III: Writing for Other Media

Chapter 12: Tapping the Web and Social Media

The Internet: Pervasive in Our Lives

The World Wide Web

The Basics of Webcasting

The Value of Social Media

The Explosion of Blogs

The Continuing Role of Traditional Media

Chapter l3   Newsletters, Brochures, and Intranets

The Value of Print Publication

The Balancing Act of Editors

Newsletters and Magazines

Online Newsletters

Intranets

Brochures

Annual Reports

Chapter 14  Writing E-Mail, Memos, and Proposals

The Challenge of Managing Information Overload

Email

Memorandums

Letters

Proposals

Chapter 16  Using Direct Mail and Advertising

The Basics of Direct Mail

Creating A Direct Mail Package

The Basics of Public Relations Advertising

Types of Public Relations Advertising

Creating a Print Ad

Working with an Ad Agency

Other Advertising Chann