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Public Relations Writing: Strategies & Structures 11th edition [Mīkstie vāki]

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(University of North Texas), (QuickSilver Interactive Group Inc.), (Texas Christian University (Retired))
  • Formāts: Paperback / softback, 384 pages, height x width x depth: 15x182x228 mm, weight: 612 g
  • Izdošanas datums: 01-Jan-2016
  • Izdevniecība: Wadsworth Publishing Co Inc
  • ISBN-10: 1305500008
  • ISBN-13: 9781305500006
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  • Formāts: Paperback / softback, 384 pages, height x width x depth: 15x182x228 mm, weight: 612 g
  • Izdošanas datums: 01-Jan-2016
  • Izdevniecība: Wadsworth Publishing Co Inc
  • ISBN-10: 1305500008
  • ISBN-13: 9781305500006
Citas grāmatas par šo tēmu:
Providing the best of practical tools, real-world examples and proven theories, PUBLIC RELATIONS WRITING: STRATEGIES & STRUCTURES, 11th Edition, teaches you the essentials of writing with understanding and purpose. Extremely student friendly, it guides you step by step through a logical progression of PR writing, starting with the roles and responsibilities of the PR writer, followed by writing principles, preparing to write, writing for select audiences, and writing for crisis situations. It thoroughly explains the different styles and techniques behind writing principles. The Eleventh Edition also includes an entire chapter devoted to writing for social media.
Preface xix
Part 1 PR Writing: Role and Responsibility 1(32)
Chapter One Public Relations and the Writer
2(10)
How Strategic Public Relations Writing Is Different
3(1)
Job Descriptions Vary
4(1)
Analyzing, Predicting and Counseling
5(1)
Competence in Convergence
6(1)
Reactions and Responses
7(1)
Stakeholders/Publics, Channels and the Role of the Writer
7(1)
Setting Priorities and Selecting Channels
8(2)
The Role of the Writer
10(1)
Exercises
11(1)
Chapter Two Ethical and Legal Responsibilities of the PR Writer
12(21)
Core Values and Personal/Professional Behavior
13(2)
Dynamics
14(1)
Values
15(1)
Influence of Personal Standards
15(2)
Educating
15(1)
Refusing
16(1)
Requesting Reassignment
17(1)
Taking the Assignment
17(1)
Influence of Organization and Industry Standards
17(2)
Perceptions
17(1)
Organizational Culture and Values
18(1)
Automatic Responses
18(1)
What Happens When You Aren't Told?
19(1)
Influence of Public Relations Standards of Practice
19(3)
Accuracy
20(1)
Honesty, Truth and Fairness
20(1)
False or Misleading Information
21(1)
Influence of Laws and Regulations
22(7)
Negative Laws
22(1)
Contracts
23(1)
Commercial Free Speech
24(1)
Libel Laws and Privacy Issues
24(3)
Copyrights and Other Rights
27(1)
Government Regulators
28(1)
Influence of Priority Publics
29(2)
Shared Values
29(1)
Adversarial Groups
30(1)
Exercises
31(2)
Part 2 Writing Principles 33(60)
Chapter Three Writing to Clarify and Simplify the Complex: Style and Content
34(24)
Message, Recipients, Medium
35(9)
Message
35(1)
Recipients: Publics/Stakeholders and Others
35(1)
Medium
36(1)
Style
36(1)
Readability/Listenability
36(4)
Naturalness
40(1)
Variety
41(1)
Euphony
42(1)
Human Interest
42(1)
Trite Expressions
42(1)
Eliminating Bias
43(1)
Quotes
43(1)
Internet Language Use
43(1)
Content: Simplifying the Complex
44(10)
Know Your Subject
47(2)
Use Plain English
49(5)
Take One Step at a Time
54(3)
Make the Central Points Clear
54(1)
Explain the Unfamiliar with the Familiar
55(1)
Make the Message Accessible
56(1)
Tell Stories
57(1)
Exercise
57(1)
Chapter Four Grammar, Spelling and Punctuation
58(17)
Ambiguity and Grammar
60(1)
That Versus Which
60(1)
Subject-Verb Agreement
61(1)
Myths of Grammar
61(2)
Split Infinitives
62(1)
Sentence-Ending Prepositions
62(1)
Usage Manuals
63(1)
Verbs
64(1)
Emotive and Cognitive Meaning
65(1)
Spelling
65(4)
Word Choice and Meaning
69(1)
Punctuation
69(3)
Global English?
72(1)
Always Check
73(1)
Words of Advice to Post on Your Desktop
73(1)
Exercise
74(1)
Chapter Five Social Media Writing
75(18)
Mastering Social Media Writing
75(1)
What Is Social Media?
75(1)
The Digital Diamond
76(2)
Channel Indulgence
77(1)
The Voices of Social Media
78(1)
The Content Challenge
79(2)
Being Invisible
80(1)
Being Unselfish
80(1)
Insidering
80(1)
Writing for SEO
81(1)
What We Know and Don't Know
81(1)
Determining Keyword Phrases
81(1)
The Science of SEO
81(1)
Blog Writing
82(3)
One-Mississippi, Two-Mississippi ...
82(1)
Break the Rules
82(1)
Change the Writing Process
83(2)
Social Media Writing
85(9)
Relevant, Useful and/or Entertaining
85(1)
Invisible
86(1)
Use Hashtags
86(1)
Include a Link (URL)
87(1)
Be Quick, Be Clever
87(1)
Write for the Channel
87(3)
The Science of Short Writing
90(1)
In the End
91(2)
Part 3 Preparing to Write 93(58)
Chapter Six Research for the Public Relations Writer
94(33)
Planning for Research
94(3)
Research in Public Relations
97(2)
Define and Segment Publics
99(6)
Demographics
99(1)
Psychographics and Lifestyles
100(1)
Two Basic Types of Research
100(1)
Categories of Research for the PR Writer
100(3)
Storing and Retrieving Research Data
103(2)
Sources for PR Writers and Researchers
105(8)
Secondary Sources for Research
105(1)
Primary Sources for Research
106(6)
Verifying
112(1)
Communication Audits
112(1)
Research Using Social Media
113(1)
Skepticism-A Requisite for All Research
114(6)
Questions to Ask
114(1)
Answers Prompt Questions
115(1)
Position Papers
115(5)
Testing Readability
120(5)
Exercises
125(2)
Chapter Seven Writing to Persuade
127(24)
Opinion Formation and Change
130(2)
Opinion, Attitude and Belief
130(1)
Models of Attitude Formation and Message Recipients
131(1)
The Influence of Social Media
132(1)
The Nature of Persuasion
132(5)
Aspects of Persuasion
132(2)
Rokeach's Value Hierarchy
134(1)
Steps in the Persuasion Process
135(2)
Typology of Steps in Persuasion
137(2)
Persuasion and Logic
137(1)
Expectations
138(1)
Experience
138(1)
Perceptions
138(1)
Connections
139(1)
Values
139(1)
Persuasion and Communication
139(9)
Source
140(1)
Message
141(2)
Medium
143(2)
Public
145(1)
Effect
146(1)
An Alternative Theory
147(1)
Five Ideas to Keep in Mind
148(1)
Exercises
149(2)
Part 4 Writing for Select Audiences 151(164)
Chapter Eight Media Kits, Media Pitches, Backgrounders and Columns
152(27)
Media Kit Use
154(1)
Media Kits for Special Events
155(8)
Media Credentials
163(1)
Materials for Media Rooms-Crises and Special Events
163(2)
Media Pitches
165(4)
Be Prepared and Be Persistent
165(2)
Keep It Short and Use Email
167(2)
Backgrounders
169(9)
Format
175(1)
Columns
175(2)
Public Service Announcements
177(1)
Online PSAs
178(1)
Exercises
178(1)
Chapter Nine Writing for Public Media
179(42)
Opportunities for News and Information
179(1)
News Releases
180(3)
Who Gets News Releases?
183(1)
What Is News?
183(1)
Writing News Releases and Structure
183(4)
Approach
183(4)
News Writing Style
187(1)
Electronic Transmission of Releases and Distribution
188(2)
Types of Releases
188(2)
News for Broadcasting
190(14)
Facts, Sights and Sounds
191(1)
Announcements
191(1)
News Conferences
192(3)
Broadcast News Releases
195(1)
Broadcast News Writing Style
196(2)
Physical Preparation
198(2)
Structural Considerations
200(2)
Supplying Pictures and Sound
202(1)
News Features
203(1)
Digital Delivery and Use
203(1)
PR As Broadcast News Suppliers
204(2)
VNRs
204(1)
News on Call
205(1)
Talk Shows
205(1)
Handling Messages During Crises
206(1)
Advertising Now in the Mix
206(1)
Advertising as a Persuasive Force
207(3)
Appeal
207(1)
Positioning
208(1)
Behavior
209(1)
Basic Guidelines for Writing Advertising Copy
210(6)
Purpose
210(1)
Objective Facts
210(1)
The Publics
211(1)
Media
211(1)
The Creative Approach
211(1)
Visualization
212(3)
Language
215(1)
Repetition
215(1)
Writing Advertising Copy for Electronic Media-Television, Radio, Online
216(2)
Copywriting for TV Commercials or Public Service Announcements
217(1)
Copywriting for Radio Commercials or PSAs
217(1)
Government Regulations
218(1)
Exercises
219(2)
Chapter Ten Email, Memos, Letters, Proposals and Reports
221(24)
Email
221(5)
Formats and Content
224(1)
Style
225(1)
Memos
226(7)
Memo Formats
226(3)
Classifications of Memos
229(3)
Factors Affecting the Use of Memos
232(1)
Letters
233(4)
Business Letter Format
233(2)
Types of Letters
235(2)
Proposals and Reports
237(1)
Proposals and Reports Compared
237(4)
Organization of Proposals and Reports
238(2)
Readability and Applicability
240(1)
Annual Reports
241(3)
Direct Response and Direct Advertising
241(1)
Out-of-Home Media
242(1)
Sales Promotion
243(1)
Exercises
244(1)
Chapter Eleven Newsletters
245(19)
Criteria for Successful Newsletters
246(7)
Filling Unmet Needs
248(2)
Uniqueness
250(1)
Writing
250(1)
Distribution
250(1)
Knowledge and Skills
251(1)
Frequency
251(1)
Format
252(1)
Types and Functions of Newsletters
253(3)
Employee and Member Newsletters
253(2)
Special-Interest Subscriber Newsletters
255(1)
Technical and Content Considerations
256(1)
Reporting and Writing for Newsletters
256(5)
Writing Tips for Newsletters
258(1)
Fitting Newsletter Copy and Design
258(3)
Writing and Designing Newsletters on Computers
261(2)
Designing
261(2)
Exercises
263(1)
Chapter Twelve Magazines and Brochures
264(33)
Magazines
264(1)
Topics
265(10)
Employee Publications
270(1)
Association Publications
271(1)
Trade and Industry Publications
271(4)
Corporate Publications for the Public
275(1)
Brochures
275(6)
Purpose
281(1)
Persuade
281(1)
Inform and Educate
282(1)
Concept
282(2)
Purpose and Object
282(2)
Giving Shape to Information
284(3)
Rules
284(1)
Accuracy
285(1)
Active Voice
285(1)
Style
285(1)
Tone
285(1)
Visuals
286(1)
Designing Brochures
287(6)
Format
287(3)
Using Computer Templates
290(1)
Type
290(1)
Paper
291(1)
White Space
292(1)
Color
292(1)
Reproduction
293(1)
Letterpress
293(1)
Offset
294(1)
Gravure
294(1)
Distribution
294(1)
Exercises
295(2)
Chapter Thirteen Speeches, Presentations and Other Orally Delivered Messages
297(18)
Speeches
298(8)
Visualizing the Setting as You Write
299(1)
Types of Speeches
299(3)
Paring and Timing
302(1)
Persuading
303(1)
The Mechanics of Organization
303(1)
Style
303(3)
Setting the Stage and Writing the Finale
306(1)
Presentation Scripts
306(5)
Differences and Similarities
306(1)
Types of Presentations
307(1)
Planning
307(1)
Development
308(1)
Matching Words and Sights
308(2)
Computer Advantages/Disadvantages
310(1)
Other Speech/Presentation Occasions
311(2)
Media Interviews
312(1)
News Conferences
313(1)
Evaluations
313(1)
Exercises
314(1)
Part 5 Writing in Turbulent Times 315(27)
Chapter Fourteen Crisis Communication
316(26)
General Motors Recalls
317(3)
Planning for Crisis Situations
320(12)
Corporate Information
320(2)
Crisis Planning
322(1)
Precrisis Planning
323(4)
Triggering Event/Initial Phase
327(2)
Communication During the Crisis
329(2)
Resolution/Recovery
331(1)
Overall Public Relations Plan
332(1)
Review, Revise and Affirm the Mission Statement
332(1)
Examine the Present Situation
332(2)
Analyze the Data
334(1)
Prepare Forecasts
334(1)
Write Statements of Objectives and Goals
335(1)
Develop Strategies
335(1)
Define, Prioritize and Analyze Publics
335(1)
Prioritizing Publics
336(1)
Prepare Message Strategies and Statements
336(1)
Develop Media Strategy/Mix
336(1)
Strategic Use of Media
337(1)
Develop Schedule, Assign Responsibilities and Establish Budget
337(1)
Tactical Implementation
338(1)
Devise Monitoring and Measurement Systems and Procedures
338(2)
Exercises
340(2)
Notes 342(9)
Index 351
Doug Newsom, Ph.D., APR and Fellow Public Relations Society of America (PRSA) is a Texas Christian University professor emerita of The Schieffer School of Journalism and the senior co-author of THIS IS PR AND PUBLIC RELATIONS WRITING. She also is the co-author of three other books and the author of another two, as well as the author of four current book chapters. She is former member of the Commission on Public Relations Education, former chair of PRSA's College of Fellows and is a past chair of the Accrediting Committee for the Accrediting Council on Education for Journalism and Mass Communications. She has been president of the Association for Education in Journalism and Mass Communication, Southwest Education Council for Journalism and Mass Communication, Texas Public Relations Association, and both the Dallas and Fort Worth chapters of PRSA. Dr. Newsom has been national faculty advisor to PRSSA. She has been head of the PR Division of AEJMC and served as chair of its former division heads. Awards include the Institute for Public Relations' Pathfinder, PRSA Outstanding Educator, Public Relations Foundation of Texas's Educator of the Year Award, Texas Public Relations Association's Golden Spur, the Association for Women in Communications Headliner, and in 2010 she was named to the Hall of Excellence of TCU's Schieffer School of Journalism. She has served Fulbright teaching appointments in India and Singapore; given workshops in South Africa, Hungary, Bulgaria, Poland and Vanuatu; and taught in Latvia and England. She has been chair of the Fulbright discipline committee, served 18 years on a gas research institute's advisory council and was one of the first women elected to the board of a publicly held company, she was the first woman elected to the board of ONEOK where she served 24 years until reaching mandatory retirement age. Currently, her volunteer public relations work is for Rotary International. Jim Haynes is the director of research, senior consultant and a member of the Board of Directors of QuickSilver Interactive Group, Inc. of Dallas, Texas. He also is an adjunct professor at UNT, where he teaches public relations writing. Accredited in Public Relations (APR), he is a member of Public Relations Society of America's College of Fellows and is a Certified Records Manager. He served on the Public Relations Society of America (PRSA) national Board of Directors and the Universal Accreditation Board, responsible for accreditation for Public Relations Society of America PRSA and eight other participating organizations. Former assistant dean in the College of Communication at The University of Texas at Austin he taught public relations there and at the University of North Texas, Texas State University-San Marcos, Southern Methodist University and Texas Christian University. He has spoken at professional conferences and led seminars and workshops throughout the US, Canada, England and Norway. Co-founder of the Public Relations Foundation of Texas, he served as chairman of that organization as well as president of the Texas Public Relations Association (TPRA) and the North Texas (now Dallas) Chapter of PRSA. He has received numerous national, state and local awards from public relations organizations, including lifetime membership in TPRA. Through Jim Haynes Consulting, he provides consulting services to clients that have included major corporations throughout the United States, as well as associations, municipalities, state agencies and non-profit organizations in the US, Canada, Norway and Sweden. He worked with the Norwegian Institute of Journalism for 20 years, coordinating a two-week short course for Norwegian newspaper editors at The University of Texas at Austin. Jim Haynes is the director of research, senior consultant and a member of the Board of Directors of QuickSilver Interactive Group, Inc. of Dallas, Texas. He also is an adjunct professor at UNT, where he teaches public relations writing. Accredited in Public Relations (APR), he is a member of Public Relations Society of America's College of Fellows and is a Certified Records Manager. He served on the Public Relations Society of America (PRSA) national Board of Directors and the Universal Accreditation Board, responsible for accreditation for Public Relations Society of America PRSA and eight other participating organizations. Former assistant dean in the College of Communication at The University of Texas at Austin he taught public relations there and at the University of North Texas, Texas State University-San Marcos, Southern Methodist University and Texas Christian University. He has spoken at professional conferences and led seminars and workshops throughout the US, Canada, England and Norway. Co-founder of the Public Relations Foundation of Texas, he served as chairman of that organization as well as president of the Texas Public Relations Association (TPRA) and the North Texas (now Dallas) Chapter of PRSA. He has received numerous national, state and local awards from public relations organizations, including lifetime membership in TPRA. Through Jim Haynes Consulting, he provides consulting services to clients that have included major corporations throughout the United States, as well as associations, municipalities, state agencies and non-profit organizations in the US, Canada, Norway and Sweden. He worked with the Norwegian Institute of Journalism for 20 years, coordinating a two-week short course for Norwegian newspaper editors at The University of Texas at Austin.