Public Relations Writing Worktext A Practical Guide for the Profession

A writing and planning resource that is suitable for public relations students and practitioners.

Public Relations Writing Worktext provides the fundamental knowledge and the basic preparation required for the professional practice of public relations writing. This textbook introduces readers to public relations and writing, providing an overview of the four-step public relations process in addition to defining and detailing the writing activities involved. It presents in-depth information on the writing formats and approaches used in implementing strategic public relations plans, and offers instruction for developing all types of writing assignments, starting with memos, proposals, and news releases, and moving on to the more complex tasks of advocacy writing, newsletters, crisis planning, and online communication. Examples accompany the discussions, providing guidance and structure for the varied writing activities. Retaining the approach of the second edition, this text incorporates numerous changes and updates, making it suitable for use as a primary course text. Updates include: increased focus on writing for the web, blogs, and electronic media, including information on writing social media releases and a new chapter entitled "New and Social Media" anew planning outline to help writers develop more effective messages expanded checklists for writers to reference when working on assignments additional examples of effective public relations writing by leading companies in a variety of organizational settings, including Mattel, UPS, Burger King, Sara Lee, Xerox, Frito-Lay, and many more new assignments based on topics, issues and problems that public relations professionals in all sectors face today restructured content for improved writing flow and consistency full instructor manual available via the Support Material link on www.routledge.com/9780415997546. Authors Joseph M. Zappala and Ann R. Carden offer a clear and engaging introduction to the writing activities involved in public relations practice, resulting in a valuable resource for professionals as well as a practical classroom text for students planning careers in public relations.

Part I. An Introduction to the Basics 1 What Is Public Relations Writing? What Is Public Relations? Types of Public Relations Writing Communication and the Public Relations Writer Persuasion and the Public Relations Writer 2 Basics of Public Relations Writing Grammar Diversity, Bias, and Cultural Sensitivity Legal Issues Ethical Issues Rewriting and Proofreading 3 The Public Relations Process The Four Phases Research Planning Execution Evaluation Part II. Research 4 Research Secondary Research Primary Research Interviews Focus Groups Surveys Content Analysis Additional Primary Research III. Planning 5 Planning and Message Design Developing the Message The Planning Outline IV. Execution 6 News Releases Types of News Releases Components Body of the Release Leads Localizing Formats Timing Distribution 7 Other Media Formats Media Alerts Media Pitches Public Relations Photos 8 Backgrounders and Features Background Materials Features 9 New and Social Media Web Sites Blogs Promoting Your Online Presence Intranets Wikis 10 Business Correspondence Memoranda Letters E-mail Voice Mail 11 Reports and Proposals Reports Proposals 12 Advocacy Writing Letters to the Editor Op-Ed Articles Position Statements Talking Points and Speeches Public Service Announcements Public Relations Advertising 13 Promotional Publications Newsletters Magazines E-zines Brochures Fliers and Posters V. Evaluation 14 Evaluation The Components of Public Relations Measurement Awareness Acceptance Action Appendix A Planning Outline Appendix B Checklists Appendix C Special Events

Joseph M. Zappala is director of communications at the Industrial and Labor Relations School at Cornell University. Ann R. Carden is an assistant professor of communication at the State University of New York at Fredonia, where she teaches public relations. She has 20 years experience managing public relations and 11 years experience in broadcast journalism. Ann's research interest focuses on the use of public relations in the travel and tourism industry.