The second edition of the Public Relations Writer's Handbook 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.

Informationen zum Autor Merry Aronson 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. Don Spetner is senior vice president for Global Marketing and Communications at Korn/Ferry International. He was named an "Industry All Star" by Inside PR magazine, and his essays on communications have been published in The Journal of Corporate Public Relations and PRWeek. Carol Ames 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. Klappentext Praise for the Second Edition of The Public Relations Writer's Handbook"Essential for any PR professional. Well written and easy to understand."-Richard Edelman, president and CEO, Edelman Public Relations Worldwide"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"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"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."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, Annenberg School for Communications, University of Southern California Zusammenfassung Praise for the Second Edition of The Public Relations Writer's Handbook"Essential for any PR professional. Well written and easy to understand."-Richard Edelman, president and CEO, Edelman Public Relations Worldwide"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"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"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."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, Annenberg School for Communications, University of Southern California Inhaltsverzeichnis About the Authors xi Introduction xiii 1. Public Relations Goes Digital 1 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 2. News Releases, Photo Captions, and Media Kits: Making Your Story Newsworthy 13 Inverted-Pyramid News Style Trade Versus Consumer Press Adjusting Your Style: Consumer Versus ...

Autorentext

Merry Aronson 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.

Don Spetner is senior vice president for Global Marketing and Communications at Korn/Ferry International. He was named an "Industry All Star" by Inside PR magazine, and his essays on communications have been published in The Journal of Corporate Public Relations and PRWeek. Carol Ames 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.

Klappentext

Praise for the Second Edition of The Public Relations Writer's Handbook "Essential for any PR professional. Well written and easy to understand." -Richard Edelman, president and CEO, Edelman Public Relations Worldwide "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 "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 "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. "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, Annenberg School for Communications, University of Southern California

Inhalt

About the Authors xi

Introduction xiii

1. Public Relations Goes Digital 1

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

2. News Releases, Photo Captions, and Media Kits: Making Your Story Newsworthy 13

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

3. The Pitch: Creating Media Interest 49

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

4. The Biography and Backgrounder: Bringing Your Subject to Life 65

Biographies

Obituaries

Backgrounders

Writing the Bio

Fact Sheets

Time Lines

Bibliographies

Chapter Recap

5. Speech Writing: From Your Pen to Their Lips 85

Speech Writing I: Eleven Steps

Speech Writing II: Technical Guidelines

Chapter Recap

6. Multimedia and PowerPoint Presentations 107

Illuminating Difficult Subjects

The Script

Coordinating Text and Slides

Impact and Continuity

Putting It All Together: Rehearsal

Audiovisual Presentations

Chapter Recap

7. Writing for Broadcast: Communicating with Video and Sound 123

Pitch Letters and News Releases

Creating Scripts for Electronic Media Kits

Chapter Reca…