Breadth and balance in content are the primary attributes of
this practical guide designed to equip undergraduate students for
the broad range of writing tasks involved in contemporary public
relations practice. A myriad of writing tasks are examined, those
undertaken for print and electronic media as well as those that
arise in the business component.
Breadth and balance in content are the primary attributes of
this book, which is designed to equip undergraduate students for
the broad range of writing tasks involved in contemporary public
relations practice. This comprehensive text addresses writing tasks
undertaken for print and electronic media as well as those that
arise in the business component of public relations, providing:
insights into the roles and responsibilities of practitioners and
the nature of persuasion; techniques in message development and
public relations writing; separate sets of chapters dedicated to
print and electronic writing tasks; and three case histories each
accompanied by a set of writing problems, to create complete
flexibility for faculty.
The first five chapters of the book deal with practitioners'
roles, theories of persuasion, public relations writing styles, and
message development. Print-oriented chapters deal with news and
feature releases, printed materials, media kits and their contents,
and business writing relating to public relations practice.
Electronic-oriented chapters focus on the basics of broadcast
writing, audio-visual script writing, video news releases,
slide-tape presentations, and public service announcements. Case
histories deal with a large for-profit corporation, a
not-for-profit corporation, and a charitable organization.
General
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