This text package includes the most thorough combination of background materials and writing exercises for a public relations writing course. Public Relations Writing emphasizes the integration of macro-level strategic thinking and micro-level understanding of organizational culture, audiences, media use, and the writing strategies and tools needed to produce effective public relations materials. This comprehensive text begins with a discussion of the principles of research, planning, ethics, organizational culture, law, and design - the foundations that underlie all public relations writing. Specific writing approaches are then presented. Topics include news and features, writing for print and broadcast, persuasive communications, newsletters and employee communication, annual reports, brochures, direct mail, and the Internet. Other relevant coverage includes a chapter on global communication (including writing for the World Wide Web) and a "capstone" events chapter that details event planning and writing for exhibits, speeches and collateral materials.The accompanying workbook provides four unique clients for students to apply the concepts in the text to real-life client requirements.
Customer Reviews:
Avg. Customer Rating: 5.0 / 5.0
Excellent textbook for all PR students:
All PR practitioners would benefit from the solid, comprehensive grounding in communications issues presented in this book. The emphasis on cultural and ethical influences presented throughout is vital to all public relations work and the discussion is well presented here. The chapters on writing present useful overviews on the process and common PR materials. However, some descriptions of materials are very brief and all assume the student has an adequate knowledge of basic writing skills and techniques.... more info
lots of good information:
The book is barely 500 pages long, but it has everything that anyone would possibly need to know about public relations. There are tons of public relations tools, such as the news release, press release, flyer, public service announcement, pamphlet, brochure, newsletter, fact sheet and media list, and they are all introduced very clearly. This text was required for a course I took in college over a year ago, and I chose not to sell it back to the school because it was so useful. It's great for entry-level... more info
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