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Public Relations Writing and Media Techniques, Pearson New International Edition, 7th Edition

Dennis L. Wilcox
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Public Relations Writing and Media Techniques, Pearson New International Edition, 7th Edition

By Dennis L. Wilcox, Bryan H. Reber
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Overview
Author
Dennis L. Wilcox
...show all
Edition
7th
ISBN
9781292040738
Published Date
10/11/2013
Pages
472

Public Relations Writing and Media Techniques is the most comprehensive and up-to-date public relations writing text available. With real-world examples of award-winning work by PR professionals, this new edition continues to help students master the many techniques needed to reach a variety of audiences in today’s digital age.

The text thoroughly integrates new communication technologies—the Internet, Webcasting, etc.—and shows students the many techniques currently in use to reach a variety of audiences. Clearly written and well-organised, this book emphasises the nuts and bolts of writing, producing, and distributing public relations materials through traditional and social media.  The author provides step-by-step procedures illustrated by examples from actual campaigns to engage today’s students. This text also serves as an invaluable resource for public relations practitioners in the field.

Features

 

  • Four major sections provide a comprehensive overview of the entire field: (l) The Basics of Public Relations Writing, (2) Writing for the Mass Media, (3) Writing for Other Media, and (4) Planning Programs and Campaigns.
  • Imparts extensive how-to detail on preparing communications in Part 2, “Writing for the Mass Media”, including news releases, video news releases, facts sheets, media advisories, media kits, news features, op eds, publicity photos, radio news items, and pitches.
  • PR Casebook boxes highlight actual materials from award-winning campaigns, showing students how public relations firms and organisations use various publicity techniques, newsletters, brochures and interactive media to disseminate key messages.
  • Tips for Success boxes offer students and current practitioners checklists on how to write various materials and conduct basic media relations techniques. Such checklists provide step-by-step directions and help readers grasp basic concepts that are discussed and elaborated upon in the chapter.
  • Skill Building Activities help students apply what they have learned to practical, hands-on assignments.
  • Abundant examples of media writing throughout the text provide excellent models against which students can fashion their own work.

 

Table of contents
  • PART I: THE BASICS OF PUBLIC RELATIONS WRITING
  • Chapter 1: Getting Organized for Writing
  • Chapter 2: Becoming a Persuasive Writer
  • Chapter 3: Finding and Making News
  • Chapter 4: Working with Journalists and Bloggers
  • PART II: WRITING FOR MASS MEDIA
  • Chapter 5: Writing the News Release
  • Chapter 6: Preparing Fact Sheets, Advisories, Media Kits, and Pitches
  • Chapter 7: Creating News Features and Op-Ed
  • Chapter 8: Selecting Publicity Photos and Graphics
  • Chapter 9: Radio, Television, and Video
  • Chapter 10: Distributing News to the Media
  • Chapter 11. Tapping the Web and Digital Medi
  • PART III: Writing for Other Media
  • Chapter 12: Tapping the Web and Social Media
  • Chapter 13:  Newsletters, Brochures, and Intranets
  • Chapter 14  Writing E-Mail, Memos, and Proposals
  • Chapter 15. Organizing Meetings and Events
  • Chapter 16  Using Direct Mail and Advertising
  • PART IV: MANAGING PROGRAMS AND CAMPAIGNS
  • Chapter 17  Organizing Meetings and Events
  • Chapter 18   Planning Programs and Campaigns