?Essential for any PR professional. Well written and easy to understand.?
--Richard Edelman, president and CEO, Edelman Public Relations Worldwide
?Despite all the rapid advances in technology, good writing is still the key to effective communications. And good writing comes from clear thinking. This book provides an excellent, step-by-step approach to both.?--Jon Iwata, senior vice president, Communications, IBM
?Good writing is still at the core of all great communications campaigns, and this book provides aspiring and experienced practitioners with practical guidelines and effective approaches to consider.?--Andy Polansky, president, Weber Shandwick Worldwide
?This is a practical, direct, and easy-to-use handbook for public relations writing, authored by top communications professionals. It?s a must-read for anyone serious about a successful career in public relations.?--Carl Folta, executive vice president, Corporate Communications, Viacom, Inc.
?This book offers no-nonsense, straight-ahead advice on how to compete and win in today?s digital world of public relations.?-- Paula D. Woodley, lecturer, Annenberg School
for Communications, University of Southern California
1. Public Relations Goes Digital ~MS.
A Few Words About the Truth.
A Few Words About Grammar.
E-Mail Is Not Private; E-Mail Is Forever.
A Few Words About Style.
2. News Releases, Photo Captions, and Media Kits: Making Your Story Newsworthy.
Inverted-Pyramid News Style.
Trade Versus Consumer Press.
Adjusting Your Style: Consumer Versus Trade.
Before You Write.
Conforming to a Standard Style.
The Appointment Release.
The Product Release.
Lifestyle, Trend, and Survey Releases.
Localizing a National Release.
The Delayed or Feature-Style Lead.
Photos, Samples, and Review Copies.
Style and Form.
3. The Pitch: Creating Media Interest.
Stage One: Analyze the Subject, and Identify the Target.
Stage Two: Call the Editor.
Stage Three: Write Your Pitch.
Stage Four: Follow Up.
4. The Biography and Backgrounder: Bringing Your Subject to Life.
Writing the Bio.
5. Speech Writing: From Your Pen to Their Lips.
Speech Writing I: Eleven Steps.
Speech Writing II: Technical Guidelines.
6. Multimedia and PowerPoint Presentations.
Illuminating Difficult Subjects.
Coordinating Text and Slides.
Impact and Continuity.
Putting It All Together: Rehearsal.
7. Writing for Broadcast: Communicating with Video and Sound.
Pitch Letters and News Releases.
Creating Scripts for Electronic Media Kits.
8. Special Events: The Art of Getting Noticed.
9. Financial Writing.
Learn the Basics of Business.
Follow SEC Reporting Requirements.
Confidentiality and Insider Trading.
Regulation FD (Fair Disclosure).
Investor Relations Department.
Plain English: The Official Style of the SEC.
Quarterly Earnings Release.
Quarterly Conference Call.
10. Publications: The Editorial Stage.
Establishing Editorial Guidelines.
Other Concerns: Format, Timeliness, Style, Approvals, and Copyright.
Files and File Copies.
11. Writing for the Internet.
E-Mail, Instant Messaging, Paging, and Wireless Internet.
Blogs and the Blogosphere.
12. Responsive Writing: Setting the Record Straight.
Letters to the Editor.
13. Crisis Communications and Official Statements:Preparing for a Crisis.
Crisis Media Plan.
Anticipating Needs in a Crisis.
Minimizing Negative Reports.
Threatened or Ongoing Litigation / Chapter Recap.
14. Program Writing: Selling Your Concept to the Client.
Structure of a Public Relations Program.
Introduction or Situation Analysis.
Management, Staffing, Administration, Tracking, and Evaluation.
Appendix A: Research and Interview Techniques.
Appendix B: Grammar References.