Public relations writing worktext: a practical guide for the profession/ Joseph M. Zappala

Part I. An Introduction to the Basics1 What Is Public Relations Writing? What Is Public Relations? Types of Public Relations Writing Communication and the Public Relations Writer Persuasion and the Public Relations Writer 2ã ã Basics of Public Relations Writing Grammar Diversity, Bias, and Cultural Sensitivity Legal Issues Ethical Issues Rewriting and Proofreading 3ã ã The Public Relations ProcessThe Four PhasesResearch Planning Execution Evaluation Part II. Research4 ResearchSecondary ResearchPrimary ResearchInterviews Focus Groups Surveys Content AnalysisAdditional Primary Research III. Planning 5 Planning and Message DesignDeveloping the Message The Planning OutlineIV. Execution6ã ã News Releases Types of News Releases ComponentsBody of the Release Leads Localizing FormatsTiming Distribution 7ã Other Media FormatsMedia Alerts Media Pitches Public Relations Photos 8ã Backgrounders and FeaturesBackground Materials Features 9 New and Social MediaWeb SitesBlogsPromoting Your Online PresenceIntranets Wikis10ã ã Business CorrespondenceMemoranda Letters E-mail Voice Mail 11 Reports and ProposalsReports Proposals 12 Advocacy Writing Letters to the Editor Op-Ed Articles Position StatementsTalking Points and SpeechesPublic Service AnnouncementsPublic Relations Advertising 13 Promotional PublicationsNewslettersMagazinesE-zines BrochuresFliers and Posters V. Evaluation14ã ã Evaluation The Components of Public Relations Measurement AwarenessAcceptanceActionAppendix A Planning OutlineAppendix B ChecklistsAppendix C Special Events