The Public Relations Writer's Handbook: The Digital Age (Google eBook)

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John Wiley & Sons, Dec 28, 2010 - Business & Economics - 368 pages
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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.
  

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Contents

A Few Words About the Truth
EMail Is Not Private EMail Is Forever
Chapter Recap
InvertedPyramid News Style
Trade Versus Consumer Press
Research
Conforming to a Standard Style
The Product Release
Editorial Considerations
Newsletters
Corporate Brochures
Establishing Editorial Guidelines
Format Timeliness Style Approvals and Copyright
Production
EMail Instant Messaging Paging and Wireless I nternet
Web Sites

Lifestyle Trend and Survey Releases
Localizing a National Release
The Delayed or FeatureStyle Lead
Quotations
Style and Form
The QA
Photos
Media Kits
Approvals
Chapter Recap
Analyze the Subject and Identify the Target
Call the Editor
Follow Up
Biographies
Obituaries
Backgrounders
Writing the Bio
Fact Sheets
Time Lines
Bibliographies
Eleven Steps
Technical Guidelines
Chapter Recap
Illuminating Difficult Subjects
The Script
Coordinating Text and Slides
Audiovisual Presentations
Pitch Letters and News Releases
Creating Scripts for Electronic Media Kits
Chapter Recap
News Conference
Press Junket
Chapter Recap
Learn the Basics of Business
Follow SEC Reporting Requirements
Regulation FD Fair Disclosure
Investor Relations Department
Business Release
Quarterly Earnings Release
Quarterly Conference Call
Annual Meeting
Chapter Recap
Blogs and the Blogosphere
Chapter Recap
Letters to the Editor
Web Responses
Guest Editorials
Chapter Recap
Official Statements
Talking Points
Anticipating Needs in a Crisis
Disclosure
Minimizing Negative Reports
Threatened or Ongoing Litigation
Chapter Recap
Structure of a Public Relations Program
Introduction or Situation Analysis
Objectives
Strategies
Management Staffing Administration Tracking and Evaluation
Budget
Chapter Recap
Usage Guide
Sentence Structure and Punctuation
A
B
C
D
E
F
G
H
J
M
N
O
Q
S
T
U
W
X
Copyright

Common terms and phrases

About the author (2010)

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 Meeting 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.

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