| PART ONE PR Writing: Role and Responsibility |
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1 | (91) |
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Public Relations and the Writer |
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3 | (15) |
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Defining Public Relations |
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4 | (3) |
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Analyzing, Predicting and Counseling |
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4 | (1) |
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Advertising, Publicity and PR |
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5 | (1) |
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6 | (1) |
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Publics, Channels and the Role of the Writer |
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7 | (8) |
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The Public in Public Relations |
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7 | (1) |
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8 | (5) |
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13 | (1) |
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14 | (1) |
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15 | (3) |
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Ethical and Legal Responsibilities of the PR Writer |
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18 | (25) |
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20 | (2) |
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21 | (1) |
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22 | (1) |
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Influence of Personal Standards |
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22 | (3) |
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23 | (1) |
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23 | (1) |
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24 | (1) |
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24 | (1) |
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Influence of Organization and Industry Standards |
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25 | (3) |
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25 | (2) |
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Organizational Culture and Values |
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27 | (1) |
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27 | (1) |
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Influence of Public Relations Standards of Practice |
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28 | (3) |
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28 | (1) |
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Honesty, Truth and Fairness |
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29 | (1) |
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False or Misleading Information |
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30 | (1) |
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Influence of Laws and Regulations |
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31 | (6) |
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31 | (1) |
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32 | (1) |
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33 | (1) |
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Libel Laws and Privacy Issues |
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33 | (3) |
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Copyrights and Other Rights |
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36 | (1) |
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36 | (1) |
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Influence of Primary Publics |
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37 | (1) |
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37 | (1) |
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37 | (1) |
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38 | (5) |
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43 | (26) |
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Opinion Formation and Change |
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45 | (2) |
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Opinion, Attitude and Belief |
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45 | (1) |
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Models of Attitude Formation |
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46 | (1) |
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47 | (6) |
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47 | (3) |
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Rokeach's Value Hierarchy |
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50 | (1) |
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Steps in the Persuasion Process |
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51 | (2) |
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Typology of Steps in Persuasion |
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53 | (3) |
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53 | (1) |
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54 | (1) |
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55 | (1) |
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55 | (1) |
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55 | (1) |
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56 | (1) |
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Persuasion and Communication |
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56 | (9) |
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56 | (2) |
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58 | (2) |
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60 | (2) |
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62 | (1) |
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63 | (1) |
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63 | (2) |
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65 | (4) |
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Research for the Public Relations Writer |
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69 | (22) |
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Research in Public Relations |
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70 | (8) |
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Categories of Research for the PR Writer |
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71 | (5) |
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Research for Storage and Retrieval |
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76 | (2) |
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Sources for PR Writers and Researchers |
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78 | (8) |
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Secondary Sources for Research |
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78 | (2) |
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Primary Sources for Research |
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80 | (5) |
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85 | (1) |
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85 | (1) |
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Skepticism---A Requisite for All Research |
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86 | (1) |
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86 | (1) |
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87 | (1) |
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Virtual Reality and Research |
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87 | (1) |
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Facts Sheets---Basic PR Tools |
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88 | (1) |
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88 | (3) |
| PART TWO Writing Principles |
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91 | (54) |
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Writing to Clarify and Simplify the Complex: Style and Content |
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93 | (28) |
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94 | (1) |
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94 | (1) |
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94 | (1) |
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95 | (1) |
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95 | (7) |
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Readability/Listenability |
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95 | (3) |
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98 | (1) |
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99 | (1) |
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100 | (1) |
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101 | (1) |
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101 | (1) |
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101 | (1) |
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Content: Simplifying the Complex |
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102 | (15) |
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104 | (2) |
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106 | (5) |
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111 | (1) |
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Make the Central Points Clear |
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112 | (1) |
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Explain the Unfamiliar with the Familiar |
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113 | (3) |
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Make the Message Accessible |
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116 | (1) |
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117 | (4) |
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Grammar, Spelling and Punctuation |
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121 | (24) |
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123 | (2) |
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123 | (1) |
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124 | (1) |
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125 | (1) |
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125 | (1) |
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Sentence-Ending Prepositions |
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126 | (1) |
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126 | (2) |
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128 | (1) |
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Emotive and Cognitive Meaning |
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128 | (1) |
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129 | (4) |
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133 | (3) |
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Software Packages for Spelling, Grammar and Style |
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136 | (1) |
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136 | (1) |
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137 | (8) |
| PART THREE Writing for Select Audiences |
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145 | (42) |
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Memos, Email, Letters, Reports and Proposals |
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147 | (24) |
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148 | (8) |
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148 | (3) |
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151 | (4) |
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Factors Affecting the Use of Memos |
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155 | (1) |
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156 | (4) |
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157 | (1) |
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158 | (2) |
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160 | (3) |
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160 | (2) |
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162 | (1) |
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163 | (5) |
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Organization of Reports and Proposals |
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164 | (3) |
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Readability and Applicability |
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167 | (1) |
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168 | (3) |
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Backgrounders and Position Papers |
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171 | (16) |
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172 | (6) |
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173 | (1) |
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173 | (5) |
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178 | (1) |
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178 | (5) |
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179 | (1) |
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179 | (1) |
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179 | (3) |
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182 | (1) |
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183 | (1) |
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183 | (1) |
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184 | (3) |
| PART FOUR Writing for Mass Media Audiences |
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187 | (140) |
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News Releases for Print Media |
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189 | (25) |
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Who Gets News Releases and How? |
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189 | (5) |
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191 | (1) |
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191 | (1) |
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Getting News to the Mass Media |
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192 | (2) |
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194 | (15) |
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194 | (5) |
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199 | (2) |
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Electronic Transmission of Releases |
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201 | (1) |
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201 | (8) |
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209 | (2) |
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211 | (3) |
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214 | (22) |
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215 | (5) |
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Announcements and Special Events |
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215 | (3) |
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218 | (1) |
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219 | (1) |
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220 | (1) |
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221 | (1) |
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221 | (1) |
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222 | (1) |
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223 | (9) |
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225 | (4) |
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Structural Considerations |
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229 | (1) |
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Supplying Tape (Audio and Video) |
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229 | (3) |
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232 | (4) |
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Features for Print and Broadcasting |
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236 | (20) |
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Generating and Selling Ideas |
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237 | (3) |
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Discovering Feature Material |
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237 | (1) |
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Finding a Market for the Features |
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237 | (1) |
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Writing the Query Letter and Following Up |
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238 | (1) |
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239 | (1) |
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240 | (2) |
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240 | (1) |
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241 | (1) |
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241 | (1) |
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242 | (2) |
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242 | (1) |
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243 | (1) |
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244 | (4) |
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244 | (1) |
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245 | (1) |
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Verification and Illustration |
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246 | (1) |
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247 | (1) |
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247 | (1) |
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247 | (1) |
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248 | (1) |
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248 | (1) |
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248 | (3) |
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Documentaries and Broadcast Features |
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251 | (2) |
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253 | (3) |
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256 | (20) |
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256 | (10) |
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258 | (1) |
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259 | (2) |
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261 | (2) |
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263 | (2) |
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265 | (1) |
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265 | (1) |
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266 | (2) |
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266 | (1) |
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Television, Video, Film and the Internet |
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267 | (1) |
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Qualities of Good Message Design |
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268 | (2) |
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268 | (1) |
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Getting and Holding Attention |
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269 | (1) |
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269 | (1) |
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269 | (1) |
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270 | (3) |
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270 | (1) |
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271 | (1) |
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Horizontal and Vertical Lines |
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271 | (1) |
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271 | (1) |
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272 | (1) |
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272 | (1) |
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272 | (1) |
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273 | (1) |
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273 | (3) |
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276 | (32) |
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Advertising as a Persuasive Force |
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280 | (5) |
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281 | (3) |
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284 | (1) |
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284 | (1) |
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Basic Guidelines for Writing Advertising Copy |
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285 | (4) |
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285 | (1) |
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285 | (1) |
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285 | (1) |
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286 | (1) |
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286 | (1) |
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287 | (1) |
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287 | (2) |
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289 | (1) |
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Copywriting for Broadcast and Film Media |
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289 | (8) |
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Public Service Announcements |
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290 | (1) |
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Copywriting for Television and Film |
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291 | (2) |
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293 | (2) |
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Broadcast Production Relationships |
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295 | (2) |
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Copywriting for Print Media |
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297 | (8) |
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298 | (1) |
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298 | (1) |
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299 | (1) |
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299 | (1) |
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299 | (1) |
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Copywriting for Newspapers |
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300 | (1) |
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Copywriting for Magazines |
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301 | (1) |
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Copywriting for Web Pages |
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302 | (1) |
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Copywriting for Direct Response and Direct Advertising |
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302 | (1) |
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Copywriting for Out-of-Home Media |
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303 | (1) |
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Copywriting for Sales Promotion |
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304 | (1) |
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305 | (3) |
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308 | (19) |
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309 | (1) |
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309 | (1) |
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309 | (1) |
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310 | (1) |
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310 | (1) |
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310 | (4) |
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311 | (1) |
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312 | (1) |
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312 | (1) |
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313 | (1) |
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313 | (1) |
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314 | (1) |
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314 | (1) |
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314 | (7) |
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315 | (1) |
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316 | (1) |
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317 | (4) |
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Making a Web Site More Useful |
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321 | (3) |
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321 | (1) |
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321 | (1) |
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321 | (1) |
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321 | (2) |
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323 | (1) |
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324 | (3) |
| PART FIVE Writing for a Media Mix |
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327 | (142) |
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Campaign Writing and Media Kits |
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329 | (38) |
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331 | (2) |
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332 | (1) |
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332 | (1) |
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332 | (1) |
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333 | (2) |
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333 | (1) |
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334 | (1) |
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335 | (1) |
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335 | (1) |
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335 | (1) |
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336 | (7) |
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336 | (1) |
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337 | (1) |
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338 | (1) |
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339 | (2) |
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341 | (2) |
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343 | (1) |
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344 | (1) |
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345 | (1) |
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Monitoring and Evaluation |
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346 | (2) |
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348 | (14) |
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Media Kit Use and Content |
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349 | (12) |
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Materials for Media Rooms---Crises and Special Events |
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361 | (1) |
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362 | (5) |
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Speeches and Other Presentations |
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367 | (29) |
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368 | (6) |
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369 | (1) |
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370 | (1) |
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371 | (1) |
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371 | (1) |
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The Mechanics of Organization |
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371 | (1) |
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372 | (2) |
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Setting the Stage and Writing the Finale |
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374 | (1) |
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374 | (18) |
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Differences and Similarities |
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375 | (1) |
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375 | (1) |
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375 | (1) |
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376 | (1) |
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Matching Words and Sights |
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377 | (1) |
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Computer Advantages/Disadvantages |
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377 | (15) |
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392 | (1) |
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392 | (4) |
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396 | (17) |
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Criteria for Successful Newsletters |
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397 | (3) |
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398 | (1) |
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398 | (1) |
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398 | (1) |
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399 | (1) |
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399 | (1) |
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399 | (1) |
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Types and Functions of Newsletters |
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400 | (4) |
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Employee and Member Newsletters |
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400 | (2) |
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Special-Interest Subscriber Newsletters |
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402 | (2) |
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Technical and Content Considerations |
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404 | (1) |
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Reporting and Writing for Newsletters |
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404 | (3) |
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404 | (1) |
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Writing Tips for Newsletters |
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405 | (1) |
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Fitting Newsletter Copy and Design |
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406 | (1) |
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Writing and Designing Newsletters on Desktop Systems |
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407 | (3) |
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Expediting Editorial Matter |
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408 | (1) |
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409 | (1) |
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410 | (3) |
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413 | (19) |
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414 | (1) |
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415 | (1) |
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415 | (1) |
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415 | (4) |
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416 | (3) |
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Giving Shape to Information |
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419 | (3) |
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419 | (1) |
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420 | (1) |
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420 | (1) |
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420 | (1) |
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420 | (1) |
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421 | (1) |
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422 | (6) |
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422 | (1) |
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423 | (2) |
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425 | (1) |
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426 | (1) |
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427 | (1) |
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428 | (1) |
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428 | (1) |
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428 | (1) |
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429 | (1) |
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429 | (1) |
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430 | (2) |
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Magazines and Annual Reports |
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432 | (24) |
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432 | (9) |
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433 | (3) |
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436 | (1) |
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437 | (1) |
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Trade and Industry Publications |
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437 | (4) |
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Corporate Publications for the Public |
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441 | (1) |
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441 | (11) |
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443 | (2) |
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445 | (1) |
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446 | (6) |
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452 | (4) |
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456 | (13) |
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458 | (5) |
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461 | (1) |
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461 | (2) |
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463 | (1) |
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463 | (3) |
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464 | (1) |
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464 | (1) |
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The Significance of Planning |
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465 | (1) |
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466 | (3) |
| Appendix A Readability Formulas |
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469 | (6) |
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Flesch's Reading Ease and Human Interest Formulas |
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469 | (1) |
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470 | (1) |
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471 | (1) |
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471 | (1) |
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472 | (3) |
| Appendix B Copyfitting |
|
475 | (4) |
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475 | (1) |
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Sample Copyfitting Problems |
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476 | (2) |
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478 | (1) |
| Appendix C Compliances |
|
479 | (5) |
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Procedures for Clearing News Releases |
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480 | (1) |
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FTC's Deceptive and Unsubstantiated Claims Policy |
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481 | (3) |
| Index |
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484 | |
