{"product_id":"the-public-relations-writers-handbook-isbn-9780787986315","title":"The Public Relations Writer's Handbook","description":"The second edition of the \u003ci\u003ePublic Relations Writer’s Handbook\u003c\/i\u003e offers a simple, step-by-step approach to creating a wide range of writing, from basic news releases, pitch letters, biographies, and media alerts, to more complex and sophisticated speeches, media campaign proposals, crisis responses, and in-house publications. In addition, the thoroughly expanded and updated second edition shows how to keep up with the best practices of the public relations profession, as well as with the speed made possible and required by the digital age. \u003cp\u003eAbout the Authors xi\u003c\/p\u003e \u003cp\u003eIntroduction xiii\u003c\/p\u003e \u003cp\u003e\u003cb\u003e1. Public Relations Goes Digital 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eA Few Words About the Truth\u003c\/p\u003e \u003cp\u003eA Few Words About Grammar\u003c\/p\u003e \u003cp\u003eE-Mail Is Not Private; E-Mail Is Forever\u003c\/p\u003e \u003cp\u003eA Few Words About Style\u003c\/p\u003e \u003cp\u003eChapter Recap\u003c\/p\u003e \u003cp\u003e\u003cb\u003e2. News Releases, Photo Captions, and Media Kits: Making Your Story Newsworthy 13\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eInverted-Pyramid News Style\u003c\/p\u003e \u003cp\u003eTrade Versus Consumer Press\u003c\/p\u003e \u003cp\u003eAdjusting Your Style: Consumer Versus Trade\u003c\/p\u003e \u003cp\u003eBefore You Write\u003c\/p\u003e \u003cp\u003eResearch\u003c\/p\u003e \u003cp\u003eConforming to a Standard Style\u003c\/p\u003e \u003cp\u003eContent\u003c\/p\u003e \u003cp\u003eThe Appointment Release\u003c\/p\u003e \u003cp\u003eThe Product Release\u003c\/p\u003e \u003cp\u003eLifestyle, Trend, and Survey Releases\u003c\/p\u003e \u003cp\u003eLocalizing a National Release\u003c\/p\u003e \u003cp\u003eThe Delayed or Feature-Style Lead\u003c\/p\u003e \u003cp\u003eQuotations\u003c\/p\u003e \u003cp\u003ePhotos, Samples, and Review Copies\u003c\/p\u003e \u003cp\u003eStyle and Form\u003c\/p\u003e \u003cp\u003eThe Q\u0026amp;A\u003c\/p\u003e \u003cp\u003ePhotos\u003c\/p\u003e \u003cp\u003eMedia Kits\u003c\/p\u003e \u003cp\u003eApprovals\u003c\/p\u003e \u003cp\u003eChapter Recap\u003c\/p\u003e \u003cp\u003e\u003cb\u003e3. The Pitch: Creating Media Interest 49\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eStage One: Analyze the Subject, and Identify the Target\u003c\/p\u003e \u003cp\u003eStage Two: Call the Editor\u003c\/p\u003e \u003cp\u003eStage Three: Write Your Pitch\u003c\/p\u003e \u003cp\u003eStage Four: Follow Up\u003c\/p\u003e \u003cp\u003eChapter Recap\u003c\/p\u003e \u003cp\u003e\u003cb\u003e4. The Biography and Backgrounder: Bringing Your Subject to Life 65\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBiographies\u003c\/p\u003e \u003cp\u003eObituaries\u003c\/p\u003e \u003cp\u003eBackgrounders\u003c\/p\u003e \u003cp\u003eWriting the Bio\u003c\/p\u003e \u003cp\u003eFact Sheets\u003c\/p\u003e \u003cp\u003eTime Lines\u003c\/p\u003e \u003cp\u003eBibliographies\u003c\/p\u003e \u003cp\u003eChapter Recap\u003c\/p\u003e \u003cp\u003e\u003cb\u003e5. Speech Writing: From Your Pen to Their Lips 85\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSpeech Writing I: Eleven Steps\u003c\/p\u003e \u003cp\u003eSpeech Writing II: Technical Guidelines\u003c\/p\u003e \u003cp\u003eChapter Recap\u003c\/p\u003e \u003cp\u003e\u003cb\u003e6. Multimedia and PowerPoint Presentations 107\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIlluminating Difficult Subjects\u003c\/p\u003e \u003cp\u003eThe Script\u003c\/p\u003e \u003cp\u003eCoordinating Text and Slides\u003c\/p\u003e \u003cp\u003eImpact and Continuity\u003c\/p\u003e \u003cp\u003ePutting It All Together: Rehearsal\u003c\/p\u003e \u003cp\u003eAudiovisual Presentations\u003c\/p\u003e \u003cp\u003eChapter Recap\u003c\/p\u003e \u003cp\u003e\u003cb\u003e7. Writing for Broadcast: Communicating with Video and Sound 123\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003ePitch Letters and News Releases\u003c\/p\u003e \u003cp\u003eCreating Scripts for Electronic Media Kits\u003c\/p\u003e \u003cp\u003eChapter Recap\u003c\/p\u003e \u003cp\u003e\u003cb\u003e8. Special Events: The Art of Getting Noticed 149\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eNews Conference\u003c\/p\u003e \u003cp\u003ePress Junket\u003c\/p\u003e \u003cp\u003ePublicity Tour\u003c\/p\u003e \u003cp\u003eChapter Recap\u003c\/p\u003e \u003cp\u003e\u003cb\u003e9. Financial Writing 187\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eLearn the Basics of Business\u003c\/p\u003e \u003cp\u003eFollow SEC Reporting Requirements\u003c\/p\u003e \u003cp\u003eConfidentiality and Insider Trading\u003c\/p\u003e \u003cp\u003eRegulation FD (Fair Disclosure)\u003c\/p\u003e \u003cp\u003eInvestor Relations Department\u003c\/p\u003e \u003cp\u003ePlain English: The Official Style of the SEC\u003c\/p\u003e \u003cp\u003eBusiness Release\u003c\/p\u003e \u003cp\u003eQuarterly Earnings Release\u003c\/p\u003e \u003cp\u003eQuarterly Conference Call\u003c\/p\u003e \u003cp\u003eAnnual Report\u003c\/p\u003e \u003cp\u003eAnnual Meeting\u003c\/p\u003e \u003cp\u003eChapter Recap\u003c\/p\u003e \u003cp\u003e\u003cb\u003e10. Publications: The Editorial Stage 211\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eEditorial Considerations\u003c\/p\u003e \u003cp\u003eNewsletters\u003c\/p\u003e \u003cp\u003eCorporate Brochures\u003c\/p\u003e \u003cp\u003eAssigning Stories\u003c\/p\u003e \u003cp\u003eEstablishing Editorial Guidelines\u003c\/p\u003e \u003cp\u003eOther Concerns: Format, Timeliness, Style, Approvals, and Copyright\u003c\/p\u003e \u003cp\u003eProduction\u003c\/p\u003e \u003cp\u003eFiles and File Copies\u003c\/p\u003e \u003cp\u003eChapter Recap  \u003c\/p\u003e \u003cp\u003e\u003cb\u003e11. Writing for the Internet 225\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eE-Mail, Instant Messaging, Paging, and Wireless Internet\u003c\/p\u003e \u003cp\u003eWeb Sites\u003c\/p\u003e \u003cp\u003eBlogs and the Blogosphere\u003c\/p\u003e \u003cp\u003eChapter Recap\u003c\/p\u003e \u003cp\u003e\u003cb\u003e12. Responsive Writing: Setting the Record Straight 243\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eLetters to the Editor\u003c\/p\u003e \u003cp\u003eWeb Responses\u003c\/p\u003e \u003cp\u003eGuest Editorials\u003c\/p\u003e \u003cp\u003eChapter Recap\u003c\/p\u003e \u003cp\u003e\u003cb\u003e13. Crisis Communications and Official Statements: Preparing for a Crisis 263\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eOfficial Statements\u003c\/p\u003e \u003cp\u003eTalking Points\u003c\/p\u003e \u003cp\u003eCrisis Media Plan\u003c\/p\u003e \u003cp\u003eAnticipating Needs in a Crisis\u003c\/p\u003e \u003cp\u003eDisclosure\u003c\/p\u003e \u003cp\u003eCrisis Releases\u003c\/p\u003e \u003cp\u003eMinimizing Negative Reports\u003c\/p\u003e \u003cp\u003eThreatened or Ongoing Litigation\u003c\/p\u003e \u003cp\u003eChapter Recap\u003c\/p\u003e \u003cp\u003e\u003cb\u003e14. Program Writing: Selling Your Concept to the Client 285\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eStructure of a Public Relations Program\u003c\/p\u003e \u003cp\u003eIntroduction or Situation Analysis\u003c\/p\u003e \u003cp\u003eObjectives\u003c\/p\u003e \u003cp\u003eTarget Audiences\u003c\/p\u003e \u003cp\u003eStrategies\u003c\/p\u003e \u003cp\u003eActivities\u003c\/p\u003e \u003cp\u003eManagement, Staffing, Administration, Tracking, and Evaluation\u003c\/p\u003e \u003cp\u003eBudget\u003c\/p\u003e \u003cp\u003eChapter Recap\u003c\/p\u003e \u003cp\u003eAppendix A: Research and Interview Techniques 305\u003c\/p\u003e \u003cp\u003eAppendix B: Grammar Reference 311\u003c\/p\u003e \u003cp\u003eGlossary 321\u003c\/p\u003e \u003cp\u003eReferences 329\u003c\/p\u003e \u003cp\u003eIndex 335\u003c\/p\u003e \u003cp\u003e\u003cb\u003eMerry Aronson\u003c\/b\u003e is the founder and director of MerryMedia, a Los Angeles–based entertainment marketing and PR firm. She has worked as a journalist, entertainment publicist, and network television promotion executive, and has taught PR writing at New York University and University of California, Los Angeles.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eDon Spetner\u003c\/b\u003e is senior vice president for Global Marketing and Communications at Korn\/Ferry International. He was named an “Industry All Star” by \u003ci\u003eInside PR\u003c\/i\u003e magazine, and his essays on communications have been published in \u003ci\u003eThe Journal of Corporate Public Relations\u003c\/i\u003e and \u003ci\u003ePRWeek.\u003c\/i\u003e \u003c\/p\u003e\u003cp\u003e\u003cb\u003eCarol Ames\u003c\/b\u003e teaches entertainment studies and public relations on the faculty of California State University, Fullerton. She is an experienced independent public relations professional and executive producer of movies for television.  \u003c\/p\u003e\u003cp\u003eTHE FIRST EDITION OF \u003ci\u003eThe Public Relations Writer’s Handbook\u003c\/i\u003e has become the gold standard reference in the PR industry. However, since the book was first published, the digital revolution has changed the way we live and do business. Computers, e-mail, cell phones, and the World Wide Web have become a part of everyday life. \u003c\/p\u003e \u003cp\u003eThe second edition of \u003ci\u003eThe Public Relations Writer’s Handbook\u003c\/i\u003e offers a simple, step-by-step approach to creating a wide range of writing, from basic news releases, pitch letters, biographies, and media alerts, to more complex and sophisticated speeches, media campaign proposals, crisis responses, and in-house publications. In addition, the thoroughly expanded and updated second edition shows how to keep up with the best practices of the public relations profession, as well as with the speed made possible and required by the digital age.  \u003c\/p\u003e\u003cp\u003e\u003ci\u003eThe Public Relations Writer’s Handbook\u003c\/i\u003e is a handy guide for PR writers who must communicate ideas, information, and emotions in a clear, concise, accurate, and credible manner in many styles, tones, and voices, for many different audiences. The \u003ci\u003eHandbook\u003c\/i\u003e helps to simplify and demystify the writing process, so that your skills can be honed and your talent developed.  \u003c\/p\u003e\u003cp\u003eIn this extraordinary resource, authors Merry Aronson, Don Spetner, and Carol Ames offer their secrets to cracking the public relations barriers and getting your message heard by as wide a public as possible.  “Essential for any PR professional.  Well written and easy to understand.”  \u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e --Richard Edelman, president and CEO, Edelman Public Relations Worldwide  \u003cp\u003e\u003c\/p\u003e    \u003cp\u003e\u003c\/p\u003e    \u003cp\u003e\u003c\/p\u003e “Despite all the rapid advances in technology, good writing is still the key to effective communications. And good writing comes from clear thinking. This book provides an excellent, step-by-step approach to both.”--Jon Iwata, senior vice president, Communications, IBM  \u003cp\u003e\u003c\/p\u003e    \u003cp\u003e\u003c\/p\u003e “Good writing is still at the core of all great communications campaigns, and this book provides aspiring and experienced practitioners with practical guidelines and effective approaches to consider.”--Andy Polansky, president, Weber Shandwick Worldwide  \u003cp\u003e\u003c\/p\u003e    \u003cp\u003e\u003c\/p\u003e “This is a practical, direct, and easy-to-use handbook for public relations writing, authored by top communications professionals.  It’s a must-read for anyone serious about a successful career in public relations.”--Carl Folta, executive vice president, Corporate Communications, Viacom, Inc.  \u003cp\u003e\u003c\/p\u003e    \u003cp\u003e\u003c\/p\u003e “This book offers no-nonsense, straight-ahead advice on how to compete and win in today’s digital world of public relations.”-- Paula D. Woodley, lecturer, \u003cst1:placename w:st=\"on\"\u003eAnnenberg\u003c\/st1:placename\u003e \u003cst1:placetype w:st=\"on\"\u003eSchool\u003c\/st1:placetype\u003e for Communications, \u003cst1:place w:st=\"on\"\u003e\u003cst1:placetype w:st=\"on\"\u003eUniversity\u003c\/st1:placetype\u003e of \u003cst1:placename w:st=\"on\"\u003eSouthern California\u003c\/st1:placename\u003e\u003c\/st1:place\u003e  \u003cp\u003e\u003c\/p\u003e  ","brand":"Jossey-Bass","offers":[{"title":"Default Title","offer_id":47990324560101,"sku":"NP9780787986315","price":40.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9780787986315.jpg?v=1761787361","url":"https:\/\/k12savings.com\/es\/products\/the-public-relations-writers-handbook-isbn-9780787986315","provider":"K12savings","version":"1.0","type":"link"}