Public Relations Writing Worktext provides the fundamental
knowledge and the basic preparation required for the professional
practice of public relations writing. This textbook introduces
readers to public relations and writing, providing an overview of
the four-step public relations process in addition to defining and
detailing the writing activities involved. It presents in-depth
information on the writing formats and approaches used in
implementing strategic public relations plans, and offers
instruction for developing all types of writing assignments,
starting with memos, proposals, and news releases, and moving on to
the more complex tasks of advocacy writing, newsletters, crisis
planning, and online communication. Examples accompany the
discussions, providing guidance and structure for the varied
writing activities.
Retaining the approach of the second edition, this text
incorporates numerous changes and updates, making it suitable for
use as a primary course text. Updates include:
- increased focus on writing for the web, blogs, and electronic
media, including information on writing social media releases and a
new chapter entitled "New and Social Media"
- a new planning outline to help writers develop more effective
messages
- expanded checklists for writers to reference when working on
assignments
- additional examples of effective public relations writing by
leading companies in a variety of organizational settings,
including Mattel, UPS, Burger King, Sara Lee, Xerox, Frito-Lay, and
many more
- new assignments based on topics, issues and problems that
public relations professionals in all sectors face today
- restructured content for improved writing flow and
consistency
- full instructor manual available at
www.routledge.com/textbooks/zappala
Authors Joseph M. Zappala and Ann R. Carden offer a clear and
engaging introduction to the writing activities involved in public
relations practice, resulting in a valuable resource for
professionals as well as a practical classroom text for students
planning careers in public relations.
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