Strategic Public Relations Writing: Proven Tactics and Techniques

ISBN-13: 9781032163871 / Angielski / Miękka / 2022 / 216 str.

Jim Eggensperger; Jeanne Salvatore

Opis

Putting strategy front and center, this public relations writing textbook coaches students to readiness for a career as an effective strategic communicator.

Recenzje

"The media landscape continues to shift dramatically each year, and reliance on PR pros to deliver is significant. They're counted on to provide strong, compelling pitches to writers and editors who are extremely stretched; to provide effective spokespeople for interviews; to disseminate excellent photos and videos, and other dynamic content; and, to deliver ideas and accompanying materials aimed beyond print. This book explains how that happens."

Meghan Finn, Chief Communications & Engagement Officer at Breast Cancer Research Foundation

"Today writing is highly focused on "owned PR.". For example, we are writing content for our own internal newsrooms and digital properties and writing posts for corporate or social channels. Strategic Public Relations Writing shows how that works."

Alfred D'Agostino, Director, Corporate Affairs, Leadership Communications at PayPal

"With the advent of social media and other digital platforms, some students don't understand the importance of good writing skills. This textbook is essential in that it addresses this most important aspect of communications-the need to communicate strategically and most effectively in writing."

Ed Keller, Professor, City College of New York

"In the communications industry strategic PR writing needs to have your message register with the intended audiences. Strategic Public Relations Writing effectively demonstrates how it is done."

Albert M. Romano, Professor, Fashion Institute of Technology, State University of New York

Spis treści

Chapter 1 Introduction Chapter 2 Creating News Chapter 3 Persuasive PR Writing Chapter 4 Words Matter: Editing Chapter 5 News Releases Chapter 6 Media Kits: Media Advisories, Q&As, Bios, Fact Sheets and Corporate Profiles Chapter 7 Pitching a Story Chapter 8 Editorials and Op-eds Chapter 9 Strategic Social Media Chapter 10 Scripting Videos and Podcasts Chapter 11 Speeches, Presentations and Media Interviews Chapter 12 Blogs, Vlogs, and Newsletters Chapter 13 Infographics and Data Displays Chapter 14 Business Writing: Memos, Emails, Etcetera Chapter 15 Key Elements of a PR Campaign Appendices A. Campaign Planner B. Glossary