The Public Relations Writer's Handbook (eBook, PDF)
The Digital Age
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The Public Relations Writer's Handbook (eBook, PDF)
The Digital Age
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The second edition of the Public Relations Writer's Handbook offers a simple, step-by-step approach to creating a wide range of writing, from basic news releases, pitch letters, biographies, and media alerts, to more complex and sophisticated speeches, media campaign proposals, crisis responses, and in-house publications. In addition, the thoroughly expanded and updated second edition shows how to keep up with the best practices of the public relations profession, as well as with the speed made possible and required by the digital age.
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- Produktdetails
- Verlag: John Wiley & Sons
- Seitenzahl: 368
- Erscheinungstermin: 28. Juni 2008
- Englisch
- ISBN-13: 9780787995928
- Artikelnr.: 37359381
- Verlag: John Wiley & Sons
- Seitenzahl: 368
- Erscheinungstermin: 28. Juni 2008
- Englisch
- ISBN-13: 9780787995928
- Artikelnr.: 37359381
Truth. A Few Words About Grammar. E-Mail Is Not Private; E-Mail Is Forever.
A Few Words About Style. Chapter Recap. 2. News Releases, Photo Captions,
and Media Kits: Making Your Story Newsworthy. Inverted-Pyramid News Style.
Trade Versus Consumer Press. Adjusting Your Style: Consumer Versus Trade.
Before You Write. Research. Conforming to a Standard Style. Content. The
Appointment Release. The Product Release. Lifestyle, Trend, and Survey
Releases. Localizing a National Release. The Delayed or Feature-Style Lead.
Quotations. Photos, Samples, and Review Copies. Style and Form. The Q&A.
Photos. Media Kits. Approvals. Chapter Recap. 3. The Pitch: Creating Media
Interest. Stage One: Analyze the Subject, and Identify the Target. Stage
Two: Call the Editor. Stage Three: Write Your Pitch. Stage Four: Follow Up.
Chapter Recap. 4. The Biography and Backgrounder: Bringing Your Subject to
Life. Biographies. Obituaries. Backgrounders. Writing the Bio. Fact Sheets.
Time Lines. Bibliographies. Chapter Recap. 5. Speech Writing: From Your Pen
to Their Lips. Speech Writing I: Eleven Steps. Speech Writing II: Technical
Guidelines. Chapter Recap. 6. Multimedia and PowerPoint Presentations.
Illuminating Difficult Subjects. The Script. Coordinating Text and Slides.
Impact and Continuity. Putting It All Together: Rehearsal. Audiovisual
Presentations. Chapter Recap. 7. Writing for Broadcast: Communicating with
Video and Sound. Pitch Letters and News Releases. Creating Scripts for
Electronic Media Kits. Chapter Recap. 8. Special Events: The Art of Getting
Noticed. News Conference. Press Junket. Publicity Tour. Chapter Recap. 9.
Financial Writing. Learn the Basics of Business. Follow SEC Reporting
Requirements. Confidentiality and Insider Trading. Regulation FD (Fair
Disclosure). Investor Relations Department. Plain English: The Official
Style of the SEC. Business Release. Quarterly Earnings Release. Quarterly
Conference Call. Annual Report. Annual Meeting. Chapter Recap. 10.
Publications: The Editorial Stage. Editorial Considerations. Newsletters.
Corporate Brochures. Assigning Stories. Establishing Editorial Guidelines.
Other Concerns: Format, Timeliness, Style, Approvals, and Copyright.
Production. Files and File Copies. Chapter Recap. 11. Writing for the
Internet. E-Mail, Instant Messaging, Paging, and Wireless Internet. Web
Sites. Blogs and the Blogosphere. Chapter Recap. 12. Responsive Writing:
Setting the Record Straight. Letters to the Editor. Web Responses. Guest
Editorials. Chapter Recap. 13. Crisis Communications and Official
Statements:Preparing for a Crisis. Official Statements. Talking Points.
Crisis Media Plan. Anticipating Needs in a Crisis. Disclosure. Crisis
Releases. Minimizing Negative Reports. Threatened or Ongoing Litigation /
Chapter Recap. 14. Program Writing: Selling Your Concept to the Client.
Structure of a Public Relations Program. Introduction or Situation
Analysis. Objectives. Target Audiences. Strategies. Activities. Management,
Staffing, Administration, Tracking, and Evaluation. Budget. Chapter Recap.
Appendix A: Research and Interview Techniques. Appendix B: Grammar
References. Glossary. References. Index.
Truth. A Few Words About Grammar. E-Mail Is Not Private; E-Mail Is Forever.
A Few Words About Style. Chapter Recap. 2. News Releases, Photo Captions,
and Media Kits: Making Your Story Newsworthy. Inverted-Pyramid News Style.
Trade Versus Consumer Press. Adjusting Your Style: Consumer Versus Trade.
Before You Write. Research. Conforming to a Standard Style. Content. The
Appointment Release. The Product Release. Lifestyle, Trend, and Survey
Releases. Localizing a National Release. The Delayed or Feature-Style Lead.
Quotations. Photos, Samples, and Review Copies. Style and Form. The Q&A.
Photos. Media Kits. Approvals. Chapter Recap. 3. The Pitch: Creating Media
Interest. Stage One: Analyze the Subject, and Identify the Target. Stage
Two: Call the Editor. Stage Three: Write Your Pitch. Stage Four: Follow Up.
Chapter Recap. 4. The Biography and Backgrounder: Bringing Your Subject to
Life. Biographies. Obituaries. Backgrounders. Writing the Bio. Fact Sheets.
Time Lines. Bibliographies. Chapter Recap. 5. Speech Writing: From Your Pen
to Their Lips. Speech Writing I: Eleven Steps. Speech Writing II: Technical
Guidelines. Chapter Recap. 6. Multimedia and PowerPoint Presentations.
Illuminating Difficult Subjects. The Script. Coordinating Text and Slides.
Impact and Continuity. Putting It All Together: Rehearsal. Audiovisual
Presentations. Chapter Recap. 7. Writing for Broadcast: Communicating with
Video and Sound. Pitch Letters and News Releases. Creating Scripts for
Electronic Media Kits. Chapter Recap. 8. Special Events: The Art of Getting
Noticed. News Conference. Press Junket. Publicity Tour. Chapter Recap. 9.
Financial Writing. Learn the Basics of Business. Follow SEC Reporting
Requirements. Confidentiality and Insider Trading. Regulation FD (Fair
Disclosure). Investor Relations Department. Plain English: The Official
Style of the SEC. Business Release. Quarterly Earnings Release. Quarterly
Conference Call. Annual Report. Annual Meeting. Chapter Recap. 10.
Publications: The Editorial Stage. Editorial Considerations. Newsletters.
Corporate Brochures. Assigning Stories. Establishing Editorial Guidelines.
Other Concerns: Format, Timeliness, Style, Approvals, and Copyright.
Production. Files and File Copies. Chapter Recap. 11. Writing for the
Internet. E-Mail, Instant Messaging, Paging, and Wireless Internet. Web
Sites. Blogs and the Blogosphere. Chapter Recap. 12. Responsive Writing:
Setting the Record Straight. Letters to the Editor. Web Responses. Guest
Editorials. Chapter Recap. 13. Crisis Communications and Official
Statements:Preparing for a Crisis. Official Statements. Talking Points.
Crisis Media Plan. Anticipating Needs in a Crisis. Disclosure. Crisis
Releases. Minimizing Negative Reports. Threatened or Ongoing Litigation /
Chapter Recap. 14. Program Writing: Selling Your Concept to the Client.
Structure of a Public Relations Program. Introduction or Situation
Analysis. Objectives. Target Audiences. Strategies. Activities. Management,
Staffing, Administration, Tracking, and Evaluation. Budget. Chapter Recap.
Appendix A: Research and Interview Techniques. Appendix B: Grammar
References. Glossary. References. Index.