AuthorBivins, Thomas H. (Thomas Harvey), 1947-
TitlePublic relations writing : the essentials of style and format / Thomas H. Bivins, University of Oregon
Imprint New York, NY : McGraw-Hill, 2013
Edition Eighth edition
Descript xv, 329 pages : illustrations ; 24 cm

CONTENT

Writing for public relations: What id public relations?--What is public relations writing?--Tools of the public relations writing--The process of public relations writing-- Key terms--Ethical and legal issues in public relations writing: Ethics considerations of persuasion--Public relations and the internet--The legal of public relations writing--Planning and research: Developing an issue statement--Analyzing the target audience--Audience dedinition worksheet--Setting objectives--Evaluation--Timeline--Budgeting--Key terms--Choosing the right message and medium: The procese of persuasion--Elaboration likelihood moodel--Persuasive strategies--Choosing the appropriate medium or media--Negotiating media buys--Buying the internet--Learning ti adapt--Key terms--Media relations and placement: What is news?--Working with the media--Media placement--Media kits--Digital media kits--Creating an online newsroom--The social media approach--Writing for web and social media: The changing landscape--Blogs and blogging--News releases and related materials: What is a news release--News release format--Types of news releases--Writing news releases for broadcast--Pitch letters and media advisories--The digital news release--Backgrounders--Fact sheets--Controlled publications: Newslrtters--Creating a digital newsletter--Magazines--Trade journals--Feature writing for newsletters and magazines--Editorial considerations for display copy--Editing your articles--Evaluation--Brochures--Other information pieces--Design, printing, and desktop publishing: Design: What it is and why it might be greek to you--Designing public relations materials--Principles of design--Working with professional printers--A work on desktop publishing--Print scheduling and budgeting--Television and radio:Reaching broadcast audiences--Writing for television--Writing for radio--Speeches and presentations: Types of speeches--Modles of delivery--Preparation and writing--Delivery--The question-and-answer session--Presentation materials


SUBJECT

  1. Public relations -- United States
  2. Public relations -- United States -- Authorship

LOCATIONCALL#STATUS
Communication Arts Library659.2 B624P 2013 CHECK SHELVES