Public Relations Writing and Media Techniques 4e Wilcox
Tytuł: Public Relations Writing and Media Techniques
Autor: Dennis L. Wilcox
Wydawca: Allyn & Bacon
Wydanie: 4
Rok wydania: 2000
ISBN-13: 9780321070142
Okładka: miękka
Liczba stron: 592
Stan
Niewielkie ślady używania na okładce. Zaznaczenia na kilku stronach.
O książce
Offering an effective, highly accessible combination of theory and practice, this thoroughly updated and truly comprehensive text covers the full range of public relations writing and media techniques. It clearly explains major theories and concepts as well as provides basic guidelines, checklists, and "how-to" advice. Abundant, up-to-date examples from actual media practice illustrate the content's real-world application.
Spis treści
Foreword
Preface
Pt. 1 The Basics of Public Relations Writing 1
Ch. 1 Preparing for Writing 3
Ch. 2 Legal and Ethical Considerations 32
Ch. 3 Persuasive Writing 58
Ch. 4 Finding and Generating News 81
Pt. 2 Writing for Mass Media 111
Ch. 5 The News Release 113
Ch. 6 The Feature Story 140
Ch. 7 Photos and Graphics 160
Ch. 8 Radio and Television 187
Ch. 9 Pitch Letters, Advisories, News Conferences and Op-Ed 219
Ch. 10 Media Lists, Mailings and the Internet 250
Ch. 11 The Basics of Media Relations
Pt. 3 Writing for Other Media 297
Ch. 12 Newsletters and Magazines 299
Ch. 13 Leaflets and Brochures 320
Ch. 14 Public Relations Advertising 340
Ch. 15 Letters, Direct Mail and Reports 363
Ch. 16 Speakers and Speeches 384
Ch. 17 Audiovisual Aids 405
Pt. 4 Managing Programs and Campaigns 421
Ch. 18 Meetings and Events 423
Ch. 19 Program Planning 445
Ch. 20 Program Evaluation 463
A Glossary for Public Relations Writers 483
Index 487