Public Relations Writing Worktext A Practical Guide For The Profession

• Main Authors: Zappala, Joseph M., Carden, Ann R. (Author)
• Format: Book
• Language: English
• Published: New York Routledge 2010
• Edition: Third edition
• Subjects: Public relations; Business writing
• Online Access: Click Here to View Status and Holdings.

 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: 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" a new planning outline to help writers develop more effective messagesexpanded checklists for writers to reference when working on assignmentsadditional 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 new assignments based on topics, issues and problems that public relations professionals in all sectors face todayrestructured content for improved writing flow and consistencyfull instructor manual available at