Includes bibliographical references and index.

PART I: THE BASICS OF PUBLIC RELATIONS WRITING - Getting Organized for Writing The Framework of Public Relations-The Public Relations Writer Preparation for Writing Research- the prelude to writing Writing Guidelines Errors to Avoid - Becoming a Persuasive Writer Persuasion-As Old as Civilization -The Basics of Communication Theories of Communication Factors in Persuasive Writing Persuasive Speaking Persuasion and Propaganda -The Ethics of Persuasion-Finding and Making News -The Challenge of Making News What Makes News How to Find News How to Create News - Working with Journalists and Bloggers The Importance of Media Relations The Media’s Dependence on Public Relations Public Relations’-Dependence on the Media Areas of Friction Working with Journalists A Media Relations Checklist Crisis Communication PART II: WRITING FOR MASS MEDIA - Writing the News Release The Backbone of Publicity Programs The Value of News Releases Planning a News Release The Basic Components of a News Release News Release Formats The Traditional News Release The Online News Release The Multimedia News Release - Preparing Fact Sheets, Advisories, Media Kits, and Pitches Expanding the Publicity Tool Kit Fact Sheets Media Advisories Media Kits Pitching a Story The Follow-Up- Creating News Features and Op-Ed The Value of Features Planning a News Feature Types of Features Parts of a Feature Placement Opportunities Writing an Op-Ed - Radio, Television, and Video The Wide Reach of Broadcasting Radio Television Talk Shows and Product Placements Film Features and Online Video - Selecting Publicity Photos and Graphics The Importance of Publicity Photos Components of a Good Photo Working With Photographers Writing Photo Captions Creating Other Graphics Maintaining Photo and Art Files Distributing Photos and Artwork - Distributing News to the Media Reaching the Media Distribution of Materials - PART III: Writing for Other Media- Tapping the Web and Social Media The Internet: Pervasive in Our Lives The World Wide Web The Basics of Webcasting The Value of Social Media The Explosion of Blogs The Continuing Role of Traditional Media - Newsletters, Brochures, and Intranets The Value of Print Publication The Balancing Act of Editors Newsletters and Magazines Online Newsletters Intranets Brochures Annual Reports- Writing E-Mail, Memos, and Proposals- The Challenge of Managing Information Overload Email Memorandums Letters Proposals- Using Direct Mail and Advertising -The Basics of Direct Mail Creating A Direct Mail Package The Basics of Public Relations Advertising Types of Public Relations Advertising Creating a Print Ad Working with an Ad Agency Other Advertising Chann Public Relations Writing and Media Techniques

PRAD351

Writing for Public Relations