Public Relations Writing and Media Techniques FROM THE PUBLISHER
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.
SYNOPSIS
This textbook explains how to write public relations materials and where they fit in the larger public relations process. Wilcox (San Jose State University) outlines the structure and content of a news release, fact sheet, pitch letter, media kit, invitation to a product launch, newsletter, direct mail package, and speech. The fifth edition updates exposure to internet sources, and discusses recent product promotions. Annotation ©2004 Book News, Inc., Portland, OR
FROM THE CRITICS
Booknews
This textbook examines how public relations specialists gather information, produce copy, and distribute material through different media. Topics include the laws and regulations affecting public relations practice, the ethics of persuasion, what constitutesand how to generatenews, news releases and features, publicity photos, pitch letters, media advisories, press kits, op-ed articles, effective event management, writing a comprehensive program plan, and bottom-line evaluations of one's efforts. The new edition features material on the web, increased treatment of radio and TV, case studies from public relations campaigns, and discussion of preparing material for an organization's web site. Annotation c. Book News, Inc., Portland, OR (booknews.com)
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