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Tables of Contents for Writing Pr
Chapter/Section Title
Page #
Page Count
Preface
xiii
SECTION I FRAMEWORKS FOR PUBLIC RELATIONS WRITING
1
136
Frameworks for Public Relations: Professional and Historical Outlooks
1
28
Writing PR: Today's Challenges
1
1
PR Writing: Balancing the Right Message with the Right Package
2
1
Writing for the Mass Media: Purpose, Format and Audience
3
1
Media Purposes and PR
3
2
Rhetorical Origins of Public Relations Practice
5
1
Modern Mass Media Emerge
6
1
Symbols and Communication Today
6
3
Public Opinion and Public Relations
9
1
Writing for the Public Relations Audience
10
1
Diversity Publics: Creating ``Contact Zones'' of Culture and Race
11
3
PR Defined: Publics and Collaborative Communication
14
2
Targeting Audiences, Targeting Publics
16
1
Marketing Versus PR: What Are You Asking?
17
5
Writing to Connect with Publics
22
6
PR Writing Exercises
28
1
Public Relations and the Writing Process
29
19
Developing a Strategy for Writing
29
1
Writing: From Inspiration to Perspiration
30
4
Seven Stages from Blank Screen to Decent Work
34
5
Writing Interactively
39
1
The Impact of Marketing on PR Writing
40
7
PR Writing Exercises
47
1
Backgrounders
48
27
Setting the Foundation for Campaigns and Planning
48
1
Purpose: Moving from Background to Foreground
49
7
Key Elements of the Backgrounder
56
2
Biographies
56
1
Basic Fact Statements and Fact Sheets
56
1
Feature Backgrounders
56
2
Information Graphics
58
1
Good News, Bad News
58
3
Close-Up Case Study: How the Navy Moved Napalm
61
12
Overview
61
2
Basic Fact Sheet: Napalm Removal and Disposal
63
1
Expanding into a Detailed Fact Sheet/Backgrounder
64
1
Following the Thread: From Napalm Backgrounder to Online Feature Story
65
8
PR Writing Exercises
73
1
Final Thoughts
74
1
News Releases: The Most Important Writing Tools
75
24
Defining News
75
1
Creating News Releases: Considerations before Beginning
76
8
First Step: Deciding What Is Newsworthy
76
1
Spreading the News: From Shotgunning to Targeting
77
1
Shifting News Values: Making the Right Pitch in the Contemporary World
78
2
It's News to You, But What about the Rest of Us?
80
4
Creating News Releases: The Mechanics
84
7
Getting Started: Building the Right Format
84
3
Building the Body of a News Release
87
2
Finishing Touches: Asking for the Story
89
2
Media Advisories: News on Short Notice
91
1
Diversity Strategies and News
91
2
Video News Releases: Telling News on Tape
93
5
PR Writing Exercises
98
1
Media Lists: Targeting News for Results
99
14
Organizing Strategies for Media Lists
99
2
Understanding the Purpose of a Really Good Media List
101
3
Audiences: Picturing the End Result First
104
6
Working with Print Sources
105
1
Identifying Broadcast Contacts
106
2
Finding Hidden Media among Diverse Sources
108
1
Using the Internet
108
2
Figuring Out the Right Media List Mix
110
1
Format Tips: Organizing the Tools
111
1
PR Writing Exercises
112
1
Media Relations: Ethical Standards and Considerations
113
24
A Framework for Good Media Relations
113
1
Nuts and Bolts: What Good Media Relations Require
114
1
Next Steps: Developing an Engagement Strategy
115
2
When and Why to Approach Reporters with Caution
117
4
Time for Action: Preparing to Deal with the Media
121
1
Calling the Media and Reacting When the Media Call
121
4
Preparing for the Media
125
5
Fourteen Commandments of Media Interviews
127
1
Commercial Messages Support the Organization
127
1
Controlling the Interview Means Controlling the Process
128
1
``Cosmetics'' Convey the Correct Image
128
2
Preparing for Any Setting, Any Situation
130
1
Interview Opportunities and Potential Pitfalls
130
5
Common Interview Formats
131
2
The Value of Media Packets
133
2
Informed Opinions as PR Opportunity: Working with Editorial Boards
135
1
Ethical Guidelines Beyond the Classroom
136
1
PR Writing Exercises
136
1
SECTION II GRAPHICS AND THE MERGER OF WORD AND IMAGE
137
93
Technology and Public Relations Writing
137
20
Technology Trends and Their Impact on PR
137
1
Communication in a Wired World
137
6
Multimedia's Impact on Audience and Form
143
4
Changes in Media Formats
147
3
Writing and Designing Multimedia
150
3
Simplicity
150
1
Multiple Perspectives
151
1
Blended Environments
151
1
Looping
152
1
Web Connections: Measuring the PR Payoff
153
3
PR Writing Exercises
156
1
Defining Visual Style
157
16
The Importance of Design for Public Relations Writers
157
1
Public Relations Writing and Design: A Means to an End
158
1
Ingredients for Good Design: Type, Space and Graphics
158
14
Type: Setting the Tone for Design
159
2
Photos, Graphics and Art
161
8
Space: Another Frontier
169
3
PR Writing Exercises
172
1
Processing the Page: Design Stages
173
18
A Process Approach to Design
173
1
Basic Design Goals: Make It Relate, Make It Move
174
6
Beginning a Balancing Act: Deciding on the Visual Point
175
1
Contrast: Making Differences Count
176
2
Linkage: Making Connections That Make Information Meaningful
178
1
Reinforcement: Making Information Stick
179
1
Logos, Symbols and the Semiotics of Design
180
2
Format
182
5
First, the Grid
182
1
What's Next? Processing the Page
182
5
Some Final Tips
187
3
PR Writing Exercises
190
1
Features, Magazines and Trade Publications
191
19
Features: In Search of the Human Experience
191
1
Defining Feature Writing
192
3
Ten Models for Making Feature Format Decisions
195
2
Serving Dual Audiences Well: The Value of a Good Query Letter
197
4
Writing Approaches to Fit Most Feature Formats
201
3
The Role of Queries and Letters
204
4
PR Writing Exercises
208
2
Brochures, Newsletters and Direct Response
210
20
Information on the Go
210
1
A New Purpose: Controlling the Message, Controlling the Medium
211
1
Building Blocks: Efficient Formats for Information
211
2
Newsletters
211
1
Brochures
212
1
Direct Response
212
1
Elements of Effective Newsletters
213
8
Brochures: Portable Information Carriers
221
1
Creating Direct Response Messages
222
4
Solidifying the Message: More Tips to Consider
226
3
PR Writing Exercises
229
1
SECTION III EXPANDING PUBLIC RELATIONS WRITING THROUGH TECHNOLOGY
230
61
Public Speaking and Presentations
230
28
Speeches Serve a Variety of Occasions
230
1
The Need for the Right Words: Why Speeches Matter
231
1
Researching Speakers and Speeches
231
1
Preparing for the Presentation
232
2
Training the Speaker with Creditable Scenarios
232
2
Setting the Stage: Before and After the Speech
234
7
Anticipating Tough Questions
234
1
Scripting the Question-and-Answer Period
234
4
Understanding Environmental Cues
238
1
Creating ``Ear'' Appeal
239
2
Writing Speeches for Any Occasion
241
2
Understanding the Mechanics from Beginning to End
243
3
Outline and Introduction
243
1
Building the Body
244
2
Other Aids for Presentations
246
2
Using Computer-Generated Presentations
248
4
Before ``Showtime'': Checking Facilities Ahead of Time
252
1
A Final Word on the Spoken Word
252
1
Nonverbal Communication Cues
253
1
Other Uses of Speeches
254
3
PR Writing Exercises
257
1
Advertising and PR: Creating Print Public Service Announcements
258
14
PSAs: The Merger of Marketing and Information
258
1
The Power and Appeal of Advertising
258
3
PSAs: The Face of Public Service
261
2
Writing Public Service: Messages for the Heart and the Head
263
4
Writing Winning Appeals for Audiences
267
2
Incorporating PSAs Into Overall PR Campaigns
269
1
More Tips on Maximizing Display AD Impact
270
1
PR Writing Exercises
271
1
Streaming Media and Broadcast Models: Writing for Radio and Television Contexts
272
19
Long Format Opportunities in Radio and Television
272
2
Timing and Formats for Broadcast PSAs
274
5
Filling the 24-Hour Time Slot: Radio and Television Parameters
279
3
Public Service as Narrative: A Look at Cause-Related Programming on TV
282
1
Writing for the Ear, Writing for the Eye
282
1
More PSA Reminders
283
1
A PSA Script: Where Intention Meets Design
283
1
Popular TV and Film Directions
284
1
Moving from Script to Storyboard Outline: Putting Pictures to Words
285
1
Using a Storyboard Outline
286
2
Written Talent Releases: Before They Get Ready for That Close-Up
288
2
PR Writing Exercises
290
1
SECTION IV WRITING AND STRATEGIC PUBLIC RELATIONS MANAGEMENT
291
61
Planning the Special Event
291
28
Special Events: Occasions with a Purpose
291
2
Commitment to Success: A Key Ingredient
293
1
Common Types of Special Events
294
1
Defining the Need: Clarity of Purpose and Reality Checks
295
1
Ten Steps to Special Event Success
296
14
Step 1: Getting Approval (If Necessary) and Deciding Who's in Charge
296
2
Step 2: Creating the Representative Work Team
298
1
Step 3: Setting the Time, Date and Place of the Event
299
1
Step 4: Determining the Goals and Objectives
300
1
Step 5: Determining the Budget
300
4
Step 6: Developing the Timeline
304
2
Step 7: Developing the Final Draft
306
1
Step 8: Keeping Everyone up to Date
306
1
Step 9: Planning Logistics
307
1
Step 10: Aftermath: Evaluating the Special Event
308
2
Final Follow-Up: Communicating Thanks and Tying Up Loose Ends
310
4
PR Writing Exercises
314
5
Style and Structure: Decoding Grammar, Usage and Stylebooks
319
11
Good Grammar, Style and Usage Essential for PR Writers
319
1
Common Errors and Easy Solutions
320
2
A Closer Look at Stylebooks
322
3
Having Something to Say and Developing a Writing ``Style''
325
3
PR Writing Exercises
328
2
Crisis PR: Preparing and Writing for the Unexpected
330
22
Defining a Crisis
330
1
Post 9/11/2001: Public Relations in the Wake of Domestic Terrorism
331
10
Recognizing Crises
341
1
Guidelines for Successful Crisis Communications
342
8
The Effective Crisis Message
342
2
Guidelines for Specific Publics
344
2
Writing Crisis Plans and Preparing for Disasters
346
2
Choosing and Training People to Carry out the Plan
348
1
Dealing with the Media in Times of Crisis
349
1
Some Final Words on Crisis Communication
350
1
PR Writing Exercises
351
1
Appendix I
352
24
Case Study: How to Rebuild a City---Fort Worth, TX---After the Tornadoes
352
24
Appendix II
376
7
Code of Ethics
376
7
Bibliography and Suggested Readings
383
8
Index
391