Strategic Public Relations Writing

Proven Tactics and Techniques
1. Auflage 2022
ISBN: 978-1-032-16387-1
Verlag: Routledge

Buch, Englisch, 232 Seiten, Format (B × H): 178 mm x 254 mm, Gewicht: 449 g

Putting strategy front and center, this public relations writing textbook coaches students to readiness for a career as an effective strategic communicator.

The book focuses on the strategic aspect of public relations writing that distinguishes it from other writing, such as journalistic or academic. It highlights the essential types of writing necessary for effective public relations in multiple media channels, demonstrated by contemporary cases direct from practitioners working today. Overviews of the various tactical formats that must be mastered for powerful, strategic public relations—ranging from social media posts and website updates to podcasts, speeches and infographics—prepare students to be effective and up-to-date professionals. Full of examples and exercises, the book’s strength is in its practical utility for career preparation and success.

This text is suited to public relations writing courses at the undergraduate and postgraduate level, particularly those with a focus on strategy or that combine strategy and writing into one course.

Online resources include chapter outlines; a testbank; sample homework, paper and portfolio-building assignments; and lecture slides. They can be accessed at www.routledge.com/ 9781032163871.

Zielgruppe

Postgraduate and Undergraduate Advanced

Autoren/Hrsg.

Eggensperger, Jim

Salvatore, Jeanne

Fachgebiete

• Geisteswissenschaften Sprachwissenschaft Schreiben und Publizieren, Kreatives Schreiben
• Wirtschaftswissenschaften Betriebswirtschaft Unternehmenskommunikation
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Public Relations
• Sozialwissenschaften Medien- und Kommunikationswissenschaften Kommunikationswissenschaften

Inhaltsverzeichnis

Chapter 1 Introduction Chapter 2 Creating News Chapter 3 Persuasive PR Writing Chapter 4 Words Matter: Editing Chapter 5 News Releases Chapter 6 Media Kits: Media Advisories, Q&As, Bios, Fact Sheets and Corporate Profiles Chapter 7 Pitching a Story Chapter 8 Editorials and Op-eds Chapter 9 Strategic Social Media Chapter 10 Scripting Videos and Podcasts Chapter 11 Speeches, Presentations and Media Interviews Chapter 12 Blogs, Vlogs, and Newsletters Chapter 13 Infographics and Data Displays Chapter 14 Business Writing: Memos, Emails, Etcetera Chapter 15 Key Elements of a PR Campaign Appendices A. Campaign Planner B. Glossary

Über Autor(innen)

Jim Eggensperger taught at Iona College, USA, for 18 years and is an Adjunct Professor there in the Department of Mass Communication and Adjunct Professor in the College of Business and Communications at Brenau University, USA.

Jeanne M. Salvatore is Assistant Professor in the Advertising & Marketing Communications program in the School of Business & Technology at Fashion Institute of Technology in New York, USA and Adjunct Professor in the Department of Media and Communications Arts at City College in New York, USA.