Public Relations Writing Worktext: A Practical Guide for the Profession

Business & Money

Zappala, Joseph M.

D’Angelo, Anthony W.

Marketing & Sales

Routledge

Public Relations Writing Worktext

Public Relations Writing Worktext provides the fundamental knowledge and the basic preparation required for the professional practice of public relations writing. This textbook introduces readers to public relations and writing, providing an overview of the four-step public relations process in addition to defining and detailing the writing activities involved. It presents in-depth information on the writing formats and approaches used in implementing strategic public relations plans, and offers instruction for developing all types of writing assignments, starting with memos, proposals, and news releases, and moving on to the more complex tasks of advocacy writing, newsletters, crisis planning, and online communication. Examples accompany the discussions, providing guidance and structure for the varied writing activities. Retaining the approach of the second edition, this text incorporates numerous changes and updates, making it suitable for use as a primary course text. Updates include: <ul>
<li>increased focus on writing for the web, blogs, and electronic media, including information on writing social media releases and a new chapter entitled "New and Social Media" </li> <li>a new planning outline to help writers develop more effective messages</li> <li>expanded checklists for writers to reference when working on assignments</li> <li>additional examples of effective public relations writing by leading companies in a variety of organizational settings, including Mattel, UPS, Burger King, Sara Lee, Xerox, Frito-Lay, and many more</li> <li>new assignments based on topics, issues and problems that public relations professionals in all sectors face today</li> <li>restructured content for improved writing flow and consistency</li> <li>full instructor manual available at www.routledge.com/textbooks/zappala</li>
</ul>
Authors Joseph M. Zappala and Ann R. Carden offer a clear and engaging introduction to the writing activities involved in public relations practice, resulting in a valuable resource for professionals as well as a practical classroom text for students planning careers in public relations.

Public Relations Worktext provides the fundamental knowledge and the basic preparation needed for the professional practice of public relations writing. This textbook introduces readers to public relations and writing, providing an overview of the four-step public relations process in addition to defining and detailing the writing activities involved. It presents in-depth information on the writing formats and approaches used in implementing strategic public relations plans, offering instruction for developing all types of writing assignments, starting with memos, proposals, and news releases, and moving on to the more complex tasks of advocacy writing, newsletters, crisis planning, and online communication. Examples accompany the discussions, providing guidance and structure for the varied writing activities. Retaining the approach of the first edition, this text incorporates numerous changes and updates, making it suitable for use as a primary course text. Updates include: *Expanded text sections with detailed content on research, planning, ethical and legal considerations, and crisis communications; *A focus on writing for the Web and electronic media, including an entire chapter on online writing and communication; *Current examples and reprints of effective public relations writing by leading companies in a variety of organizational settings, including Proctor &amp; Gamble, Ben &amp; Jerry's, Mattel, the U.S. Golf Association, Kodak, and Heinz; *"Tips from the Top" inserts feature comments and insights from public relations and media professionals on such critical topics as pitching the media, planning events, and developing Intranet sites, and *Chapter summaries, suggested readings, assignments, and an appendix with more than 30 checklists to utilize when working on assignments. Authors Joseph M. Zappala and Ann R. Carden offer a clear and engaging introduction to the writing activities involved in public relations practice, resulting in a valuable resource for professionals as well as a practical classroom text for students planning careers in public relations.

Public Relations Worktext: Strategic Message Development

Carden, Ann R.

Public Relations Workbook: Writing &amp; Techniques is an ideal course supplement or a self-guided course in itself. Users of this book will learn to prepare a news release, plan special events, write a speech, produce a newsletter, work with journalists, navigate complex ethical situations, and handle crises. Informed by the authors' decades of public relations professional and teaching experience, this hands-on book gives practical advice and provides challenging research, writing, planning, and discussion assignments based on real-life public relations activities, events, and problems.

Public Relations Workbook: Writing & Techniques

Simon, Raymond

NTC Pub. Group

Sacred Sites, Sacred Places

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