Preface |
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xix | |
Part 1 PR Writing: Role and Responsibility |
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1 | (32) |
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Chapter One Public Relations and the Writer |
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2 | (10) |
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How Strategic Public Relations Writing Is Different |
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3 | (1) |
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4 | (1) |
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Analyzing, Predicting and Counseling |
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5 | (1) |
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Competence in Convergence |
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6 | (1) |
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7 | (1) |
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Stakeholders/Publics, Channels and the Role of the Writer |
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7 | (1) |
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Setting Priorities and Selecting Channels |
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8 | (2) |
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10 | (1) |
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11 | (1) |
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Chapter Two Ethical and Legal Responsibilities of the PR Writer |
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12 | (21) |
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Core Values and Personal/Professional Behavior |
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13 | (2) |
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14 | (1) |
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15 | (1) |
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Influence of Personal Standards |
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15 | (2) |
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15 | (1) |
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16 | (1) |
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17 | (1) |
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17 | (1) |
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Influence of Organization and Industry Standards |
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17 | (2) |
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17 | (1) |
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Organizational Culture and Values |
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18 | (1) |
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18 | (1) |
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What Happens When You Aren't Told? |
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19 | (1) |
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Influence of Public Relations Standards of Practice |
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19 | (3) |
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20 | (1) |
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Honesty, Truth and Fairness |
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20 | (1) |
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False or Misleading Information |
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21 | (1) |
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Influence of Laws and Regulations |
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22 | (7) |
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22 | (1) |
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23 | (1) |
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24 | (1) |
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Libel Laws and Privacy Issues |
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24 | (3) |
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Copyrights and Other Rights |
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27 | (1) |
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28 | (1) |
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Influence of Priority Publics |
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29 | (2) |
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29 | (1) |
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30 | (1) |
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31 | (2) |
Part 2 Writing Principles |
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33 | (60) |
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Chapter Three Writing to Clarify and Simplify the Complex: Style and Content |
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34 | (24) |
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Message, Recipients, Medium |
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35 | (9) |
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35 | (1) |
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Recipients: Publics/Stakeholders and Others |
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35 | (1) |
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36 | (1) |
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36 | (1) |
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Readability/Listenability |
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36 | (4) |
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40 | (1) |
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41 | (1) |
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42 | (1) |
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42 | (1) |
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42 | (1) |
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43 | (1) |
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43 | (1) |
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43 | (1) |
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Content: Simplifying the Complex |
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44 | (10) |
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47 | (2) |
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49 | (5) |
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54 | (3) |
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Make the Central Points Clear |
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54 | (1) |
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Explain the Unfamiliar with the Familiar |
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55 | (1) |
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Make the Message Accessible |
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56 | (1) |
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57 | (1) |
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57 | (1) |
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Chapter Four Grammar, Spelling and Punctuation |
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58 | (17) |
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60 | (1) |
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60 | (1) |
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61 | (1) |
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61 | (2) |
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62 | (1) |
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Sentence-Ending Prepositions |
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62 | (1) |
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63 | (1) |
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64 | (1) |
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Emotive and Cognitive Meaning |
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65 | (1) |
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65 | (4) |
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69 | (1) |
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69 | (3) |
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72 | (1) |
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73 | (1) |
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Words of Advice to Post on Your Desktop |
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73 | (1) |
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74 | (1) |
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Chapter Five Social Media Writing |
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75 | (18) |
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Mastering Social Media Writing |
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75 | (1) |
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75 | (1) |
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76 | (2) |
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77 | (1) |
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The Voices of Social Media |
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78 | (1) |
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79 | (2) |
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80 | (1) |
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80 | (1) |
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80 | (1) |
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81 | (1) |
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What We Know and Don't Know |
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81 | (1) |
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Determining Keyword Phrases |
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81 | (1) |
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81 | (1) |
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82 | (3) |
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One-Mississippi, Two-Mississippi ... |
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82 | (1) |
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82 | (1) |
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Change the Writing Process |
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83 | (2) |
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85 | (9) |
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Relevant, Useful and/or Entertaining |
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85 | (1) |
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86 | (1) |
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86 | (1) |
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87 | (1) |
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87 | (1) |
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87 | (3) |
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The Science of Short Writing |
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90 | (1) |
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91 | (2) |
Part 3 Preparing to Write |
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93 | (58) |
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Chapter Six Research for the Public Relations Writer |
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94 | (33) |
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94 | (3) |
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Research in Public Relations |
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97 | (2) |
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Define and Segment Publics |
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99 | (6) |
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99 | (1) |
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Psychographics and Lifestyles |
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100 | (1) |
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Two Basic Types of Research |
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100 | (1) |
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Categories of Research for the PR Writer |
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100 | (3) |
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Storing and Retrieving Research Data |
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103 | (2) |
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Sources for PR Writers and Researchers |
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105 | (8) |
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Secondary Sources for Research |
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105 | (1) |
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Primary Sources for Research |
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106 | (6) |
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112 | (1) |
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112 | (1) |
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Research Using Social Media |
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113 | (1) |
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Skepticism-A Requisite for All Research |
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114 | (6) |
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114 | (1) |
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115 | (1) |
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115 | (5) |
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120 | (5) |
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125 | (2) |
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Chapter Seven Writing to Persuade |
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127 | (24) |
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Opinion Formation and Change |
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130 | (2) |
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Opinion, Attitude and Belief |
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130 | (1) |
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Models of Attitude Formation and Message Recipients |
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131 | (1) |
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The Influence of Social Media |
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132 | (1) |
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132 | (5) |
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132 | (2) |
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Rokeach's Value Hierarchy |
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134 | (1) |
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Steps in the Persuasion Process |
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135 | (2) |
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Typology of Steps in Persuasion |
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137 | (2) |
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137 | (1) |
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138 | (1) |
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138 | (1) |
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138 | (1) |
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139 | (1) |
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139 | (1) |
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Persuasion and Communication |
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139 | (9) |
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140 | (1) |
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141 | (2) |
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143 | (2) |
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145 | (1) |
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146 | (1) |
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147 | (1) |
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Five Ideas to Keep in Mind |
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148 | (1) |
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149 | (2) |
Part 4 Writing for Select Audiences |
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151 | (164) |
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Chapter Eight Media Kits, Media Pitches, Backgrounders and Columns |
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152 | (27) |
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154 | (1) |
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Media Kits for Special Events |
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155 | (8) |
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163 | (1) |
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Materials for Media Rooms-Crises and Special Events |
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163 | (2) |
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165 | (4) |
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Be Prepared and Be Persistent |
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165 | (2) |
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Keep It Short and Use Email |
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167 | (2) |
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169 | (9) |
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175 | (1) |
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175 | (2) |
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Public Service Announcements |
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177 | (1) |
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178 | (1) |
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178 | (1) |
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Chapter Nine Writing for Public Media |
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179 | (42) |
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Opportunities for News and Information |
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179 | (1) |
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180 | (3) |
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183 | (1) |
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183 | (1) |
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Writing News Releases and Structure |
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183 | (4) |
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183 | (4) |
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187 | (1) |
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Electronic Transmission of Releases and Distribution |
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188 | (2) |
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188 | (2) |
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190 | (14) |
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191 | (1) |
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191 | (1) |
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192 | (3) |
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195 | (1) |
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Broadcast News Writing Style |
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196 | (2) |
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198 | (2) |
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Structural Considerations |
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200 | (2) |
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Supplying Pictures and Sound |
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202 | (1) |
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203 | (1) |
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203 | (1) |
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PR As Broadcast News Suppliers |
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204 | (2) |
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204 | (1) |
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205 | (1) |
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205 | (1) |
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Handling Messages During Crises |
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206 | (1) |
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Advertising Now in the Mix |
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206 | (1) |
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Advertising as a Persuasive Force |
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207 | (3) |
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207 | (1) |
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208 | (1) |
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209 | (1) |
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Basic Guidelines for Writing Advertising Copy |
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210 | (6) |
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210 | (1) |
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210 | (1) |
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211 | (1) |
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211 | (1) |
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211 | (1) |
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212 | (3) |
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215 | (1) |
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215 | (1) |
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Writing Advertising Copy for Electronic Media-Television, Radio, Online |
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216 | (2) |
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Copywriting for TV Commercials or Public Service Announcements |
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217 | (1) |
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Copywriting for Radio Commercials or PSAs |
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217 | (1) |
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218 | (1) |
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219 | (2) |
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Chapter Ten Email, Memos, Letters, Proposals and Reports |
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221 | (24) |
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221 | (5) |
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224 | (1) |
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225 | (1) |
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226 | (7) |
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226 | (3) |
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229 | (3) |
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Factors Affecting the Use of Memos |
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232 | (1) |
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233 | (4) |
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233 | (2) |
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235 | (2) |
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237 | (1) |
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Proposals and Reports Compared |
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237 | (4) |
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Organization of Proposals and Reports |
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238 | (2) |
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Readability and Applicability |
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240 | (1) |
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241 | (3) |
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Direct Response and Direct Advertising |
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241 | (1) |
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242 | (1) |
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243 | (1) |
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244 | (1) |
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Chapter Eleven Newsletters |
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245 | (19) |
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Criteria for Successful Newsletters |
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246 | (7) |
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248 | (2) |
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250 | (1) |
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250 | (1) |
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250 | (1) |
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251 | (1) |
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251 | (1) |
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252 | (1) |
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Types and Functions of Newsletters |
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253 | (3) |
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Employee and Member Newsletters |
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253 | (2) |
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Special-Interest Subscriber Newsletters |
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255 | (1) |
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Technical and Content Considerations |
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256 | (1) |
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Reporting and Writing for Newsletters |
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256 | (5) |
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Writing Tips for Newsletters |
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258 | (1) |
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Fitting Newsletter Copy and Design |
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258 | (3) |
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Writing and Designing Newsletters on Computers |
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261 | (2) |
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261 | (2) |
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263 | (1) |
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Chapter Twelve Magazines and Brochures |
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264 | (33) |
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264 | (1) |
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265 | (10) |
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270 | (1) |
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271 | (1) |
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Trade and Industry Publications |
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271 | (4) |
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Corporate Publications for the Public |
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275 | (1) |
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275 | (6) |
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281 | (1) |
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281 | (1) |
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282 | (1) |
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282 | (2) |
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282 | (2) |
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Giving Shape to Information |
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284 | (3) |
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284 | (1) |
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285 | (1) |
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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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287 | (6) |
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287 | (3) |
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290 | (1) |
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290 | (1) |
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291 | (1) |
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292 | (1) |
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292 | (1) |
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293 | (1) |
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293 | (1) |
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294 | (1) |
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294 | (1) |
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294 | (1) |
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295 | (2) |
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Chapter Thirteen Speeches, Presentations and Other Orally Delivered Messages |
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297 | (18) |
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298 | (8) |
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Visualizing the Setting as You Write |
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299 | (1) |
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299 | (3) |
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302 | (1) |
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303 | (1) |
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The Mechanics of Organization |
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303 | (1) |
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303 | (3) |
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Setting the Stage and Writing the Finale |
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306 | (1) |
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306 | (5) |
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Differences and Similarities |
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306 | (1) |
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307 | (1) |
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307 | (1) |
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308 | (1) |
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Matching Words and Sights |
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308 | (2) |
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Computer Advantages/Disadvantages |
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310 | (1) |
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Other Speech/Presentation Occasions |
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311 | (2) |
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312 | (1) |
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313 | (1) |
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313 | (1) |
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314 | (1) |
Part 5 Writing in Turbulent Times |
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315 | (27) |
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Chapter Fourteen Crisis Communication |
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316 | (26) |
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317 | (3) |
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Planning for Crisis Situations |
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320 | (12) |
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320 | (2) |
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322 | (1) |
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323 | (4) |
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Triggering Event/Initial Phase |
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327 | (2) |
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Communication During the Crisis |
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329 | (2) |
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331 | (1) |
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Overall Public Relations Plan |
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332 | (1) |
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Review, Revise and Affirm the Mission Statement |
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332 | (1) |
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Examine the Present Situation |
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332 | (2) |
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334 | (1) |
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334 | (1) |
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Write Statements of Objectives and Goals |
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335 | (1) |
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335 | (1) |
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Define, Prioritize and Analyze Publics |
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335 | (1) |
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336 | (1) |
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Prepare Message Strategies and Statements |
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336 | (1) |
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Develop Media Strategy/Mix |
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336 | (1) |
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337 | (1) |
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Develop Schedule, Assign Responsibilities and Establish Budget |
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337 | (1) |
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338 | (1) |
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Devise Monitoring and Measurement Systems and Procedures |
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338 | (2) |
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340 | (2) |
Notes |
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342 | (9) |
Index |
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351 | |