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Public Relations Writing and Media Techniques, 8th Edition
Public Relations Writing and Media Techniques is the most comprehensive and up-to-date PR writing text available, with real-world examples of outstanding work and winning campaigns by public relations professionals.
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-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 and Media Techniques is also an invaluable resource for public relations practitioners.
1 Getting Organized for Writing 1
2 Becoming a Persuasive Writer 21
3 Finding and Making News 39
4 Working with Journalists
and Bloggers 58
5 Writing the News Release 78
6 Preparing Fact Sheets, Advisories,
Media Kits, and Pitches 97
7 Creating Feature Content
and Op-Eds 114
8 Publicity Photos and Infographics 132
9 Radio, Television, and
Online Video 150
10 Websites, Blogs, and Podcasts 175
11 Social Media and Mobile Apps 194
12 Intranets, Newsletters,
and Brochures 212
13 Writing Email, Memos,
and Proposals 232
14 Giving Speeches and
15 Organizing Meetings and Events 263
16 Using Direct Mail and Advertising 285
17 Working Within a Legal
18 Planning Programs and
19 Measuring Success 333
The new edition of Public Relations Writing and Media Techniques continues its reputation as the most comprehensive “how-to” text on the market. It will give you a complete tool kit for writing and creating a full
range of public relations materials for distribution through traditional media (print, radio, television) and the Internet, including social media.
Past editions, and this one is no exception, get high marks from professors and students as an extremely good, user-friendly text written in plain English. It offers common sense advice to students and practitioners about how public relations is practiced in the “real world,” and contains clear, step-by-step guidelines illustrated by multiple examples from actual award-winning public relations programs conducted by many well-known organizations.
In addition, it’s the only major PR writing text that provides entire chapters on how to plan meetings and events, compose publicity photos, effectively use infographics, write news features and op-eds, give a presentation, plan an entire public relations program or campaign, and measure the success of a campaign. As one reviewer stated, “Wilcox and Reber are about the best authors out there.”
Although the emphasis is on the “nuts and bolts” of effective public relations writing and techniques, the text also provides the conceptual framework and broader context of how the tactics of public relations fit into the entire public relations process—research, planning, communication, and evaluation. The idea is to ensure that you not only know how to write public relations materials, but also understand why they are written from the standpoint of furthering organizational objectives.
The many updates, revisions, and additions to this new edition reflect today’s work in public relations. Perhaps the most significant changes in this edition concern the rise of tablets, smartphones, and social media platforms that have significantly changed how public relations writers think and work. Blogs and other social media, such as Facebook, Google+, Twitter, Pinterest, Instagram, and YouTube, have challenged and created new opportunities for public relations practitioners.
This edition, more than any other public relations writing text, tells you how to work in the rapidly changing digital environment. It’s more than a textbook; it’s a handy reference book that students will constantly use on their first job and current practitioners will use as an expert resource. As one professor told their students, “This is the one book you should keep. Don’t sell it at the end of the semester.” In sum, this edition is the book that will become your standard reference source for college and the first years of your career.