About this product

Product Identifiers

PublisherAllyn & Bacon, Incorporated

ISBN-100321070143

ISBN-139780321070142

eBay Product ID (ePID)1788729

Product Key Features

Number of Pages592 Pages

LanguageEnglish

Publication NamePublic Relations Writing and Media Techniques

Publication Year2000

SubjectCommunication Studies, Public Relations

TypeTextbook

AuthorDennis L. Wilcox

Subject AreaLanguage Arts & Disciplines, Business & Economics

FormatHardcover

Dimensions

Item Height0.8 in

Item Weight31.4 Oz

Item Length9.2 in

Item Width7.5 in

Additional Product Features

Edition Number4

Intended AudienceCollege Audience

LCCN00-063241

Dewey Edition23

IllustratedYes

Dewey Decimal659.20973

Table Of Content(Each Chapter concludes with a Summary, Exercises, and Additional Resources.)I. THE BASICS OF PUBLIC WRITING. 1. Preparing For Writing. The Public Relations Writer. The Objectives. Audience. Channels. Preparation for Writing. Equipment. References. Dictionary. Encyclopedia. Stylebook. Thesaurus. Atlas. Press Directory. Professional Periodicals. Internet Groups. Current Events and Trends. Research: Preclude to Writing. Inquiries. Interviews. Library Resources. Online Retrieval Services. Online Networks. The Internet and the World Wide Web. Writing Guidelines. Outlining the Purpose. Sentences. Paragraphs. Word Choice. Active Verbs/Present Tense. Imagery. Errors to Avoid. Spelling. Gobbledygook and Jargon. Poor Sentence Structure. Wrong Words. "Sound-alike" Words. Redundancies. Too Many Numbers. Hype. Bias and Stereotypes. Politically Incorrect Language. 2. Persuasive Writing. The Basics of Communication. Receiver. Media. Message. Sender. Theories of Communication. Two-step Flow Theory. Media Uses and Gratification. Cognitive Dissonance. Media Effects. Framing. Diffusion and Adoption. Hierarchy-of-Needs Theory. Applying Theory to Practice. Persuasive Writing. Audience Analysis. Source Credibility. Appeal to Self-Interest. Clarity of the Message. Timing and Context. Symbols, Slogans and Acronyms. Semantics. Suggestions for Action. Content and Structure. Drama. Statistics. Surveys and Polls. Examples. Testimonials. Endorsements. Emotional Appeals. The Ethics of Persuasion. 3. Finding and Generating News. Barriers to Media Coverage. What Makes News. Timeliness. Prominence. Proximity. Significance. Unusualness. Human Interest. Conflict. Newness. How to Find News. Internal News Sources. External News Sources. How to Create News. Brainstorming. Special Events. Contests. Polls and Surveys. Top 10 Lists. Stunts. Product Demonstrations. Rallies and Protests. Personal Appearances. 4. Legal and Ethical Guidelines. Examples of Legal Problems. The Fair Comment Defense. Libel and Slander. Invasion of Privacy. Releases for Advertising and Promotion. Regulations of Government Agencies. Securities and Exchange Commission. Federal Trade Commission. Other Regulatory Agencies. Copyright Law. The Rights of Free-Lancers. Fair Use and Infringement. Trademark Law. Working with Lawyers. Ethics and Professionalism. II. WRITING FOR MASS MEDIA. 5. The News Release. The Value of News Releases. Planning a News Release. The Basic Q

SynopsisThe Fourth Edition of Public Relations Writing & Media Techniques is the most comprehensive and up-to-date PR writing text available. The text thoroughly integrates new communication technologies the Internet, World Wide Web, Webcasting, etc. and shows students the many techniques on the horizon and currently in use to reach a variety of audiences. An abundance of real-world examples and illustrations showcase outstanding work by public relations professionals and provide models for students. Clearly-written and well-organized, this book places emphasis on the "nuts and bolts" of daily work in public relations, giving students step-by-step procedures for creating and distributing a variety of successful public relations materials. An engaging and highly effective text for students, Public Relations Writing & Media Techniques is also an invaluable resource for public relations practitioners.

LC Classification NumberHM1221.W56 2001