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The public relations writer's handbook : the digital age / Merry Aronson, Don Spetner, Carol Ames.

By: Contributor(s): Material type: TextTextPublication details: San Francisco, Calif. : Jossey-Bass ; Chichester : John Wiley [distributor], 2007.Edition: 2nd edDescription: 288 pISBN:
  • 9780787986315 (hbk.) :
  • 0787986313 (Cloth)
  • 0787986313
  • 9780787986315 (Cloth)
Subject(s): DDC classification:
  • 659.2 ARO
LOC classification:
  • HM263 .A7864 2007
Contents:
Chapter 1: PUBLIC RELATIONS GOES DIGITAL -- 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 -- Chapter Recap -- CH$Chapter 2: NEWS RELEASES, PHOTO CAPTIONS, AND MEDIA KITS -- Inverted-Pyramid News Style -- Trade Versus Consumer Press -- Adjusting Your Style: Consumer Versus Trade -- Before You Write -- Research -- Conforming to a Standard Style -- Content -- The Appointment Release -- The Product Release -- Lifestyle, Trend, and Survey Releases -- Localizing a National Release -- The Delayed or Feature-Style Lead -- Quotations -- Photos, Samples, and Review Copies -- Style and Form -- The Q&A -- Photos -- Media Kits -- Approvals -- Chapter Recap -- CH$Chapter 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 -- Chapter Recap -- CH$Chapter 4: THE BIOGRAPHY AND BACKGROUNDER -- Biographies -- Obituaries -- Backgrounders -- Writing the Bio -- Fact Sheets -- Time Lines -- Bibliographies -- Chapter Recap -- CH$Chapter 5: SPEECH WRITING -- Speech Writing I: Eleven Steps -- Speech Writing II: Technical Guidelines -- Chapter Recap -- CH$Chapter 6: MULTIMEDIA AND POWERPOINT PRESENTATIONS -- Illuminating Difficult Subjects -- The Script -- Coordinating Text and Slides -- Impact and Continuity -- Putting It All Together: Rehearsal -- Audiovisual Presentations -- Chapter Recap -- CH$Chapter 7: WRITING FOR BROADCAST -- Pitch Letters and News Releases -- Creating Scripts for Electronic Media Kits -- Chapter Recap -- CH$Chapter 8: SPECIAL EVENTS -- News Conference -- Press Junket -- Publicity Tour -- Chapter Recap -- CH$Chapter 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 -- Business Release -- Quarterly Earnings Release -- Quarterly Conference Call -- Annual Report -- Annual Meeting -- Chapter Recap -- CH$Chapter 10: PUBLICATIONS -- Editorial Considerations -- Newsletters -- Corporate Brochures -- Assigning Stories -- Establishing Editorial Guidelines -- Other Concerns: Format, Timeliness, Style, Approvals, and Copyright -- Production -- Files and File Copies -- Chapter Recap -- CH$Chapter 11: WRITING FOR THE INTERNET -- E-Mail, Instant Messaging, Paging, and Wireless Internet -- Web Sites -- Blogs and the Blogosphere -- Chapter Recap -- CH$Chapter 12: RESPONSIVE WRITING -- Letters to the Editor -- Web Responses -- Guest Editorials -- Chapter Recap -- CH$Chapter 13: CRISIS COMMUNICATIONS AND OFFICIAL STATEMENTS -- Official Statements -- Talking Points -- Crisis Media Plan -- Anticipating Needs in a Crisis -- Disclosure -- Crisis Releases -- Minimizing Negative Reports -- Threatened or ongoing litigation--chapter recap -- Chapter 14: PROGRAM WRITING: SELLING YOUR CONCEPT TO THE CLIENT--Structure of a public relations Program--Introduction or situation analysis--Objectives--Target audiences--Strategies--Activities--Management, staffing administration, tracking and evaluation--Budget--Recap--Appendix A--Appendix B.
Summary: This new edition includes the expertise of a seasoned PR writer and includes a wealth of information for dealing with PR in the 'digital age'.
Holdings
Item type Current library Call number Copy number Status Date due Barcode
Long Loan TUS: Midlands, Main Library Athlone General Lending 659.2 ARO (Browse shelf(Opens below)) 1 Available 00212494

Previous ed.: New York: Lexington, 2003.

Includes bibliographical references and index.

Chapter 1: PUBLIC RELATIONS GOES DIGITAL -- 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 -- Chapter Recap -- CH$Chapter 2: NEWS RELEASES, PHOTO CAPTIONS, AND MEDIA KITS -- Inverted-Pyramid News Style -- Trade Versus Consumer Press -- Adjusting Your Style: Consumer Versus Trade -- Before You Write -- Research -- Conforming to a Standard Style -- Content -- The Appointment Release -- The Product Release -- Lifestyle, Trend, and Survey Releases -- Localizing a National Release -- The Delayed or Feature-Style Lead -- Quotations -- Photos, Samples, and Review Copies -- Style and Form -- The Q&A -- Photos -- Media Kits -- Approvals -- Chapter Recap -- CH$Chapter 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 -- Chapter Recap -- CH$Chapter 4: THE BIOGRAPHY AND BACKGROUNDER -- Biographies -- Obituaries -- Backgrounders -- Writing the Bio -- Fact Sheets -- Time Lines -- Bibliographies -- Chapter Recap -- CH$Chapter 5: SPEECH WRITING -- Speech Writing I: Eleven Steps -- Speech Writing II: Technical Guidelines -- Chapter Recap -- CH$Chapter 6: MULTIMEDIA AND POWERPOINT PRESENTATIONS -- Illuminating Difficult Subjects -- The Script -- Coordinating Text and Slides -- Impact and Continuity -- Putting It All Together: Rehearsal -- Audiovisual Presentations -- Chapter Recap -- CH$Chapter 7: WRITING FOR BROADCAST -- Pitch Letters and News Releases -- Creating Scripts for Electronic Media Kits -- Chapter Recap -- CH$Chapter 8: SPECIAL EVENTS -- News Conference -- Press Junket -- Publicity Tour -- Chapter Recap -- CH$Chapter 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 -- Business Release -- Quarterly Earnings Release -- Quarterly Conference Call -- Annual Report -- Annual Meeting -- Chapter Recap -- CH$Chapter 10: PUBLICATIONS -- Editorial Considerations -- Newsletters -- Corporate Brochures -- Assigning Stories -- Establishing Editorial Guidelines -- Other Concerns: Format, Timeliness, Style, Approvals, and Copyright -- Production -- Files and File Copies -- Chapter Recap -- CH$Chapter 11: WRITING FOR THE INTERNET -- E-Mail, Instant Messaging, Paging, and Wireless Internet -- Web Sites -- Blogs and the Blogosphere -- Chapter Recap -- CH$Chapter 12: RESPONSIVE WRITING -- Letters to the Editor -- Web Responses -- Guest Editorials -- Chapter Recap -- CH$Chapter 13: CRISIS COMMUNICATIONS AND OFFICIAL STATEMENTS -- Official Statements -- Talking Points -- Crisis Media Plan -- Anticipating Needs in a Crisis -- Disclosure -- Crisis Releases -- Minimizing Negative Reports -- Threatened or ongoing litigation--chapter recap -- Chapter 14: PROGRAM WRITING: SELLING YOUR CONCEPT TO THE CLIENT--Structure of a public relations Program--Introduction or situation analysis--Objectives--Target audiences--Strategies--Activities--Management, staffing administration, tracking and evaluation--Budget--Recap--Appendix A--Appendix B.

This new edition includes the expertise of a seasoned PR writer and includes a wealth of information for dealing with PR in the 'digital age'.

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