Public relations writing : the essentials of style and format / Thomas H. Bivins.
By: Bivins, Thomas H. (Thomas Harvey) [author]
Language: English Publisher: Boston : McGraw-Hill, c2005Edition: Fifth editionDescription: xii, 359 pages : illustrations ; 23 cmContent type: text Media type: unmediated Carrier type: volume ISBN: 0072882565 (softcover : acidfree paper); 9780073017990Subject(s): Public relations -- United States | Public relations -- United States -- AuthorshipDDC classification: 659.2 LOC classification: HM1221 | .B538 2005Online resources: Publisher description | Table of contents only| Item type | Current location | Home library | Call number | Status | Date due | Barcode | Item holds |
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BOOK
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COLLEGE LIBRARY | COLLEGE LIBRARY SUBJECT REFERENCE | 659.2 B549 2005 (Browse shelf) | Available | CITU-CL-38956 |
Includes index.
PREFACE CHAPTER 1: WRITING FOR PUBLIC RELATIONS What Is Public Relations Writing? Uncontrolled Information Controlled Information The Tools of the Public Relations Writer The Process of PR Writing CHAPTER 2: PLANNING AND RESEARCH
DEVELOPING AN ISSUE STATEMENT
RESEARCHING THE TOPIC
INTERNET RESEARCH How to find information on the internet Evaluating Internet Resources
ANALYZING THE TARGET AUDIENCE Conducting Target Audience Research Anticipating Audience Expectations
SETTING OBJECTIVES CHAPTER 3: CHOOSING THE RIGHT MESSAGE AND MEDIUM Setting Message Strategy Information Strategies THE PROCESS OF PERSUASION Theory of Cognitive Dissonance: Why They’re not Listening Persuasive Strategies Emotional appeals
CHOOSING THE APPROPRIATE MEDIUM OR MEDIA
LEARNING TO ADAPT CHAPTER 4: ETHICAL AND LEGAL ISSUES IN PUBLIC RELATIONS WRITING ETHICAL CONSIDERATIONS OF PERSUASION
Unethical language use
Ethics and Ghostwriting THE LEGAL ASPECTS OF PR WRITING
Defamation
Privacy
Copyright
Trademarks CHAPTER 5: MEDIA RELATIONS AND PLACEMENT WHAT IS NEWS? WORKING WITH THE MEDIA
Get to Know Journalists’ Jobs
Get to Know Journalists as People
Guidelines for Dealing with the Media
Guidelines for Interviews
Guidelines for Correcting Errors MEDIA PLACEMENT
Deciding where to Place Your Message
Getting Your Message to the Media
Fitting Your Information to Your Outlet USING PRESS KITS
What’s in a press kit? COOPERATION IS THE KEY CHAPTER 6: CRISIS COMMUNICATION WHAT IS A CRISIS? CRISIS PREPARATION
Crisis Team
Choosing a spokesperson MANAGING THE CRISIS
Designate a message/media center
Developing a message
Responding to the media
Tips for dealing with the media RECOVERY AND REBUILDING AFTER THE CRISIS CHAPTER 7: NEWS RELEASES AND BACKGROUNDERS WHAT IS A NEWS RELEASE? WRITING A NEWS RELEASE
The Lead
Using Quotations and Attributions
Local Interest NEWS RELEASE FORMAT
Timing and Dating Releases PRODUCT NEWS RELEASES
Feature-oriented Releases WRITING NEWS RELEASES FOR BROADCAST BACKGROUNDERS FACT SHEETS CHAPTER 8: ANNUAL & SOCIAL RESPONSIBILITY REPORTS QUARTERLY AND OTHER FINANCIAL REPORTS ANNUAL REPORT AUDIENCES ANNUAL REPORT CONTENTS WRITING FOR ANNUAL REPORTS
The President’s Letter
The Narrative Report THE NOT-FOR-PROFIT ANNUAL REPORT
Checklist of what to include PRESENTATION JUDGING YOUR ANNUAL REPORT SOCIAL RESPONSIBILITY REPORTS
Why produce a social responsibility report?
What should you report on? WRITING FOR SOCIAL RESPONSIBILITY REPORTS CHAPTER 9: NEWSLETTERS, MAGAZINES, AND FEATURE WRITING NEWSLETTERS
Types of Newsletters
Why a Newsletter?
Newsletter Content
How to Set Objectives
Newsletter Articles
Where Do Stories Come From?
Design Considerations MAGAZINES
Content and Format
Types of Articles TRADE JOURNALS FEATURE WRITING FOR NEWSLETTERS AND MAGAZINES
Feature Style WRITING THE FEATURE STORY
The Lead
The Body
The Ending
Common Types of Features EDITORIAL CONSIDERATIONS FOR DISPLAY COPY
Writing Headlines
Writing Subheads and Crossheads
Writing Captions EDITING YOUR ARTICLES CHAPTER 10: BROCHURES AND OTHER INFORMATIONAL PIECES BROCHURES
Planning Your Brochure
Know Your Intended Audience
Determine a Format
Position Your Brochure
Decide on Length
Fitting It All Together OTHER INFORMATION PIECES
Flyers
A quick word about posters
Booklets and hybrids CHAPTER 11: PRINT ADVERTISING WRITING PRINT ADVERTISEMENTS
Headlines
Visuals
Body Copy FORMATTING PRINT ADS
Ad Copy Format
Ad Layouts CHAPTER 12: TELEVISION AND RADIO REACHING BROADCAST AUDIENCES
Video News Releases
Radio and Television Tapes and Actualities
Interviews and Talk Shows
Corporate Advertising and Public Service Announcements WRITING FOR TELEVISION
Basic Concepts
Writing for the Eye
Television Scripts
Effective TV PSA Production WRITING FOR RADIO
Types of Radio Announcements
How to Get Your PSAs on the Air CHAPTER 13: SPEECHES AND PRESENTATIONS TYPES OF SPEECHES MODES OF DELIVERY PREPARATION AND WRITING
Specifying Your Purpose
Analyzing Your Audience
Organizing Your Speech
Supporting Your Ideas DELIVERY HANDLING THE Q & A SESSION USING PRESENTATION MATERIALS
Preparing Audio-Visual Material
Scripting for Audio-Visuals CHAPTER 14: DESIGN, PRINTING, AND DESKTOP PUBLISHING DESIGN: WHAT IT IS AND WHY IT MIGHT BE GREEK TO YOU DESIGNING PUBLIC RELATIONS MATERIALS PRINCIPLES OF DESIGN
Balance
Proportion
Sequence and Emphasis
Unity
Grids
Alignment
Type and Typefaces WORKING WITH PRINTERS
Printing Processes
Choosing Paper
Choosing Ink
Binding
Swipe Files
Preparing Computer Layouts for Printing
Preparing Print Orders A WORD ON DESKTOP PUBLISHING CHAPTER 15: COMPUTER WRITING AND THE INTERNET WRITING ON A COMPUTER
On Your Own
In Collaboration WRITING FOR THE COMPUTER
Employee Communications: Intranets
Communicating with Other Publics: The Internet
Writing for Web sites DESIGNING A WEB SITE CHAPTER 16: WRITING FOR DIVERSE AUDIENCES WRITING FOR THE GLOBAL AUDIENCE
Style tips
Grammar tips
Terminology tips
Punctuation tips ICONS AND IMAGES BIAS-FREE WRITING
Race and Ethnicity WRITING FOR LOW-LITERACY AUDIENCES
Reading formulas and computer programs
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