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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.
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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Merry Aronson is the founder and director of MerryMedia, a Los Angeles-based entertainment marketing and PR firm. She has worked as a journalist, entertainment publicist, and network television promotion executive, and has taught PR writing at New York University and University of California, Los Angeles. Don Spetner is senior vice president for Global Marketing and Communications at Korn/Ferry International. He was named an "Industry All Star" by Inside PR magazine, and his essays on communications have been published in The Journal of Corporate Public Relations and PRWeek. Carol Ames teaches entertainment studies and public relations on the faculty of California State University, Fullerton. She is an experienced independent public relations professional and executive producer of movies for television.
Inhaltsangabe
About the Authors xi Introduction xiii 1. Public Relations Goes Digital 1 A Few Words About the 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 13 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 49 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 65 Biographies Obituaries Backgrounders Writing the Bio Fact Sheets Time Lines Bibliographies Chapter Recap 5. Speech Writing: From Your Pen to Their Lips 85 Speech Writing I: Eleven Steps Speech Writing II: Technical Guidelines Chapter Recap 6. Multimedia and PowerPoint Presentations 107 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 123 Pitch Letters and News Releases Creating Scripts for Electronic Media Kits Chapter Recap 8. Special Events: The Art of Getting Noticed 149 News Conference Press Junket Publicity Tour Chapter Recap 9. Financial Writing 187 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 211 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 225 E-Mail, Instant Messaging, Paging, and Wireless Internet Web Sites Blogs and the Blogosphere Chapter Recap 12. Responsive Writing: Setting the Record Straight 243 Letters to the Editor Web Responses Guest Editorials Chapter Recap 13. Crisis Communications and Official Statements: Preparing for a Crisis 263 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 285 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 305 Appendix B: Grammar Reference 311 Glossary 321 References 329 Index 335
About the Authors xi Introduction xiii 1. Public Relations Goes Digital 1 A Few Words About the 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 13 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 49 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 65 Biographies Obituaries Backgrounders Writing the Bio Fact Sheets Time Lines Bibliographies Chapter Recap 5. Speech Writing: From Your Pen to Their Lips 85 Speech Writing I: Eleven Steps Speech Writing II: Technical Guidelines Chapter Recap 6. Multimedia and PowerPoint Presentations 107 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 123 Pitch Letters and News Releases Creating Scripts for Electronic Media Kits Chapter Recap 8. Special Events: The Art of Getting Noticed 149 News Conference Press Junket Publicity Tour Chapter Recap 9. Financial Writing 187 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 211 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 225 E-Mail, Instant Messaging, Paging, and Wireless Internet Web Sites Blogs and the Blogosphere Chapter Recap 12. Responsive Writing: Setting the Record Straight 243 Letters to the Editor Web Responses Guest Editorials Chapter Recap 13. Crisis Communications and Official Statements: Preparing for a Crisis 263 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 285 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 305 Appendix B: Grammar Reference 311 Glossary 321 References 329 Index 335
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