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Public Relations Writing
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Public Relations Writing
Essential Tools for Effective Storytelling

September 2024 | 416 pages | SAGE Publications, Inc
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Public Relations Writing: Essential Skills for Effective Storytelling is a step-by-step "how-to" guide that helps students develop and hone the skills they need to become strong writers and versatile storytellers within the Public Relations field. Author Valerie Fields uses a practical approach, providing students with tips and checklists for producing high-quality content. Sample templates, writing exercises, and case studies in each chapter give students the opportunity to analyze and craft strategic messages for specific audiences. With a focus on storytelling, social media, and socially-conscious content, this text helps students understand the power of words within the larger context of our ever-changing media landscape.

 
1 Introduction to Public Relations Writing
Defining PR

 
PR in Practice

 
Realities of PR

 
Writing for PR Campaigns

 
Proven Writing Techniques

 
 
2 Public Relations Industry Standards and Ethics
Standards for PR

 
Ethics in Public Relations

 
Navigating Ethical Dilemmas

 
 
3 The Relevance of Associated Press (AP) Style
Using the AP Stylebook

 
Common AP Style Errors

 
Understanding the AP Stylebook Layout

 
AP Style Applications

 
 
4 Creating Newsworthy Content that Gets Coverage
Creating Newsworthy Content

 
Writing Attention-Grabbing Headlines

 
Elements of Newsworthiness

 
Newsrooms: Then and Now

 
Crafting Strong Media Pitches

 
 
5 PR Documents Created for the Media
News Releases

 
Media Advisories

 
Fact Sheets

 
Media Kits

 
 
6 Proactively Pitching and Attracting Media Coverage
Media Relations

 
Pitching the Media

 
Building a Media List or Media Database

 
Press Conferences as a Media Relations Tool

 
Writing and Assembling Media Kits

 
Introducing Crisis Communication and How to Leverage It

 
Feature Writing as a Media Relations Tool

 
 
7 Websites, Online, Social Media Content, and AI
Writing for the Web

 
Online Newsrooms

 
Web Search Engine Optimization (SEO)

 
Blogs

 
Artificial Intelligence as a Writing Tool

 
 
8 Writing Socially-Conscious Content
How to Approach Social Issues

 
The Role of Inclusion

 
How to Build Credibility With Diverse Audiences

 
 
9 The Story Behind the Image
What Are Photo Captions?

 
How Does the Photo Captioning Process Work for PR Professionals?

 
Writing Great Captions

 
Accessibility Considerations

 
 
10 Internal Communication Tools
PR Research and PR Planning

 
Conducting a SWOT Analysis

 
Communication Audits

 
PR Plans and Incorporating Metrics

 
Media Engagement Checklist

 
 
11 External Communication Tools
Internal and External Communication Documents

 
Use Feature Articles to Support PR Campaigns

 
For-Profit Versus Nonprofit Annual Reports

 
Annual Reports

 
Utilizing Position Statements

 
Writing Speeches

 
 
12 Writing to Secure PR Opportunities
Business Solicitation Documents

 
RFP Responses

 
RFP Process

 
Successful RFP Responses

 
Business Development Responsibilities

 
 
13 Promotional Writing
Promotional Writing

 
Broadcast News Releases (Audio and Video)

 
Audio and Video Production Terms

 
Repurposing Content

 
 
14 Writing for Action and Change
Motivating Audiences

 
Harnessing the Power of Storytelling

 
Amplifying Messages

 
 
15 Creative Content
How Advertising, Marketing and PR Differ

 
Controlled vs. Uncontrolled Publications

 
Developing Creative Content

 
 
16 Branding
Research and Writing for Brand Development

 
Brand Identity and Brand Building

 
Branding Terminology and Definitions

 
Protecting and Maintaining Your Brand Identity

 
 
17 Persuasion and Writing for the Masses
Ethics in Persuasion

 
VALS Survey and Messaging Strategy

 
The Progression of Persuasion: From Writing to Commitment

 
Three Orbits of Influence in Persuasion

 
Tips and Tools for Writing to the Masses

 
 
18 Writing to an Individual
Interpersonal Communication and Written Documents

 
Targeting PR Documents to Individuals

 
Create a Foolproof Writing Process

 
Key features
  • A focus on foundational PR writing skill building through practical writing exercises to prep students for the workplace.
  • Chapter on AP Style to highlight its importance as the backbone of PR writing.
  • Chapter on Writing Socially-Conscious Content with emphasis on DEI.
  • PR Tool Kits identify the rationale and key audiences for which a specific document is created and delivered to.
  • Tips for Beginners provide students with practical tips or address common mistakes or misunderstandings in PR writing for those new to the industry.
  • PR Planning Checklists introduce bulleted lists of necessary research, tasks, or to-do items in preparation for completing a writing project.

Sample Materials & Chapters

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