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Writing Skills for Public Relations is filled with helpful pointers and useful examples for public relations practitioners at all levels who need to make the best use of written communication. Covering both style and presentation, it addresses the dos and don'ts of English grammar, including jargon and clichés, as well as important legal considerations. Along with guidance on editing, policing house style, writing for the press, public speaking, pronunciation and good text design and layout, this fifth edition provides valuable advice on writing for online and social media. This is an…mehr
Writing Skills for Public Relations is filled with helpful pointers and useful examples for public relations practitioners at all levels who need to make the best use of written communication. Covering both style and presentation, it addresses the dos and don'ts of English grammar, including jargon and clichés, as well as important legal considerations. Along with guidance on editing, policing house style, writing for the press, public speaking, pronunciation and good text design and layout, this fifth edition provides valuable advice on writing for online and social media. This is an essential hands-on practical guide for anyone earning a living through the written or spoken word.
John Foster has a background in journalism and has held senior public relations posts with Pira International and the Institute of Practitioners in Advertising. A Fellow of the Chartered Institute of Public Relations, he was awarded the Institute's Stephen Tallents Medal in 2003 for his "contribution and commitment to the effective use of the written word."
Inhaltsangabe
About the author Foreword Acknowledgements Introduction 1. The importance of style: an overview Style on the move Appreciating style Your organization's style Keep it consistent Points to watch Good style is good manners 2. Trouble with plurals and possessives Plural matters Apostrophe problems 3. Making your mark Basic punctuation When you are quoting... 4. Down with capitalism! Consistency is the essence Why lower case, upper case? When to use capitals Where difficulties occur The trend is to knock it down 5. Clichés, jargon and other worn words Recognizing clichés Jargon: help or hindrance Catchphrases quickly become stale... ...So can metaphors and similes Make room for the idiom Beware of slang 6. Is it easy to read? Edit with the reader in mind Aim for short sentences Guidelines on paraghraphing Line width and type size Crossheads and subheads Line and letter spacing Where to break Choice of typeface Printing considerations Justified or ragged right? Putting on the stress Choosing and using your designer Now it's proof marking time... 7. Headlines: making them work Use present tense, active verbs Questions and humor Avoid "label" headings Headings in sales leaflets and brochures Style and presentation Subheadings Slogans for brand recall Elements of corporate identity Headlines for websites 8. Dealing with figures and abbreviations Figuring out the numbers Abbreviations: the long and the short 9. Keep it short, simple - and plain Aim for brevity Plain words Local government communication Watch out for taugtology Look for active verbs; avoid contractions Avoid foreign words or phrases - and Latin Loan words needing care Double negatives Beware "myths" Tips for writing tight There is still much to do... 10. Social media: the X-factor for PR Essential tools for journalists and brands Easy set-up for your Twitter account Facebook - the PR marketing platform Designing and writing blogs Content is key Edit as you write Footnotes 11. Writing for the media News releases: basic requirements Commissioned articles 12. Captions: how to handle them Photo captions with releases Captions in publications 13. Why editing matters The clue to good copy News stories Feature articles Radio and TV broadcasts On-screen editing Technical editing Edit yourself 14. Skills and styles for the office Suggested style for correspondence Style for emails Have clear, clean layout Writing a précis Writing reports and minutes Forms of address Invitations to functions Replies to invitations Acknowledging correspondence Setting out documents Writing a CV Language for the telephone 15. Traps, snares and pitfalls Spelling points Be careful with foreign words Use your dictionary -ise or -ize verb endings? One word or two? Puzzles and posers Lookalikes need care Chestnut time They're not right, they're not wrong Vogue words and phrases Getting in the mood Genteelisms Keep clear of slang Keep mission statements short and simple Top 10 tips for writers 16. Americanisms - the differences Essential differences Understanding the media differences 17. The spoken word: pronunciation pointers Received Pronunciation Get the words right too 18. Principles of presentation First steps for speakers Getting ready for the speech When you're on stage Points for organizers 19. Writing for the web Effective PR needs internet presence Website content and design - the essentials What makes a good website An IT specialist observes... Getting the most out of emails Ezines for easy newsletters 20. Tone - the linchpin of reputation Basic principles of tone in writing Towards a better tone 21. Now its annual report time Prime PR opportunity Essential aspects What makes a good annual report? The annual report - vital communications link Investor relations in a digital age 22. Is it legal? What is libel? Copyright and moral rights Applying for an injunction Getting permission Data protection Dealing with trade marks Competitions and promotions Self-regulatory codes of practice Don't forget the imprint Further information Appendix 1: Confusing pair of words Appendix 2: Glossary and jargon buster Appendix 3: When you're lost for words Further reading Index
About the author Foreword Acknowledgements Introduction 1. The importance of style: an overview Style on the move Appreciating style Your organization's style Keep it consistent Points to watch Good style is good manners 2. Trouble with plurals and possessives Plural matters Apostrophe problems 3. Making your mark Basic punctuation When you are quoting... 4. Down with capitalism! Consistency is the essence Why lower case, upper case? When to use capitals Where difficulties occur The trend is to knock it down 5. Clichés, jargon and other worn words Recognizing clichés Jargon: help or hindrance Catchphrases quickly become stale... ...So can metaphors and similes Make room for the idiom Beware of slang 6. Is it easy to read? Edit with the reader in mind Aim for short sentences Guidelines on paraghraphing Line width and type size Crossheads and subheads Line and letter spacing Where to break Choice of typeface Printing considerations Justified or ragged right? Putting on the stress Choosing and using your designer Now it's proof marking time... 7. Headlines: making them work Use present tense, active verbs Questions and humor Avoid "label" headings Headings in sales leaflets and brochures Style and presentation Subheadings Slogans for brand recall Elements of corporate identity Headlines for websites 8. Dealing with figures and abbreviations Figuring out the numbers Abbreviations: the long and the short 9. Keep it short, simple - and plain Aim for brevity Plain words Local government communication Watch out for taugtology Look for active verbs; avoid contractions Avoid foreign words or phrases - and Latin Loan words needing care Double negatives Beware "myths" Tips for writing tight There is still much to do... 10. Social media: the X-factor for PR Essential tools for journalists and brands Easy set-up for your Twitter account Facebook - the PR marketing platform Designing and writing blogs Content is key Edit as you write Footnotes 11. Writing for the media News releases: basic requirements Commissioned articles 12. Captions: how to handle them Photo captions with releases Captions in publications 13. Why editing matters The clue to good copy News stories Feature articles Radio and TV broadcasts On-screen editing Technical editing Edit yourself 14. Skills and styles for the office Suggested style for correspondence Style for emails Have clear, clean layout Writing a précis Writing reports and minutes Forms of address Invitations to functions Replies to invitations Acknowledging correspondence Setting out documents Writing a CV Language for the telephone 15. Traps, snares and pitfalls Spelling points Be careful with foreign words Use your dictionary -ise or -ize verb endings? One word or two? Puzzles and posers Lookalikes need care Chestnut time They're not right, they're not wrong Vogue words and phrases Getting in the mood Genteelisms Keep clear of slang Keep mission statements short and simple Top 10 tips for writers 16. Americanisms - the differences Essential differences Understanding the media differences 17. The spoken word: pronunciation pointers Received Pronunciation Get the words right too 18. Principles of presentation First steps for speakers Getting ready for the speech When you're on stage Points for organizers 19. Writing for the web Effective PR needs internet presence Website content and design - the essentials What makes a good website An IT specialist observes... Getting the most out of emails Ezines for easy newsletters 20. Tone - the linchpin of reputation Basic principles of tone in writing Towards a better tone 21. Now its annual report time Prime PR opportunity Essential aspects What makes a good annual report? The annual report - vital communications link Investor relations in a digital age 22. Is it legal? What is libel? Copyright and moral rights Applying for an injunction Getting permission Data protection Dealing with trade marks Competitions and promotions Self-regulatory codes of practice Don't forget the imprint Further information Appendix 1: Confusing pair of words Appendix 2: Glossary and jargon buster Appendix 3: When you're lost for words Further reading Index
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