Effective Writing Skills for Public Relations
Effective Writing Skills for Public Relations is a valuable reference source on the basics of style and presentation with helpful hints on making the best use of written communication. It advises on how to write concisely using jargon-free language whilst avoiding overused words and phrases. There is guidance on policing house style with emphasis on consistency and advice on punctuation, headlines and captions. As well as this there are tips on what makes a good press release and how to use effective design and layout to produce easy to read text. Readers will also find help on public speaking, pronunciation and the standard writing skills needed in the office. This fourth edition includes new sections on website content and design, legal issues in websites and emails, what journalists look for in company websites, meeting the needs of your target audience, controlling and getting the best out of emails, writing and designing ezines, setting up online media centres and comparing Video News Releases with B-rolls of roughly edited footage. Standard proof correction marks are included together with a glossary of terms. This is an essential hands-on practical guide for anyone earning a living through the written or spoken word.
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2 Trouble with plurals and possessives
3 Making your mark
4 Down with capitalism
5 Clichés jargon andother worn words
6 Is it easy to read?
making them work
15 Americanisms the differences
17 Principles of presentation
18 Writing for the web
19 Tone the linchpin of reputation
20 Finance matters
21 Is it legal?
English grammar some definitions
8 Dealing with figures and abbreviations
9 Keep it short simple and plain
10 Writing for the press
how to handle them
12 What editing is all about
13 Skills and styles for the office
14 Traps snares and pitfalls
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abbreviations advertising annual report apostrophe audience avoid BBC Trust bold British English broadcast brochures capitalised capitals captions CIPR clichés client colour comma communications company’s Complete Plain Words consultancy copy Dictionary director editing editor ensure example ezine Figure follow full stop give grammar headings headlines house style hyphen important italics jargon journalists Keep language leaflet letter look magazine marketing marks means newspaper noun Ofcom organisation Oxford Oxford Style Manual paragraph person photographs plain English plural press releases printed printwork public relations punctuation quote readable reader Received Pronunciation reference rules sentence shareholders short singular slang speaker specialist speech spelling story subheadings telephone Tesco there’s tion tone typeface unless usage usually verb video news releases words and phrases writing written