Public Relations Writing and Media Techniques is the most comprehensive and up-to-date PR writing text available, with real-world examples of outstanding work by public relations professionals. The text thoroughly integrates new communication technologies¿the Internet, Webcasting, etc.¿and shows students the many techniques currently in use to reach a variety of audiences. Clearly written and well-organized, this book places emphasis on the nuts and bolts of daily work in public relations, giving students step-by-step procedures for creating and distributing a variety of successful public relations materials. An engaging and highly effective text for students, Public Relations Writing and Media Techniques is also an invaluable resource for public relations practitioners.
This textbook examines how public relations specialists gather information, produce copy, and distribute material through different media. Topics include the laws and regulations affecting public relations practice, the ethics of persuasion, what constitutes<-->and how to generate<-->news, news releases and features, publicity photos, pitch letters, media advisories, press kits, op-ed articles, effective event management, writing a comprehensive program plan, and bottom-line evaluations of one's efforts. The new edition features material on the web, increased treatment of radio and TV, case studies from public relations campaigns, and discussion of preparing material for an organization's web site. Annotation c. Book News, Inc., Portland, OR (booknews.com)