Public Relations Writing Worktext

A Practical Guide for the Profession
4th Auflage
ISBN: 978-0-367-86000-4
Verlag: Taylor & Francis

Buch, Englisch, 200 Seiten, Format (B × H): 178 mm x 254 mm, Gewicht: 567 g

With a concise approach that engages students and practitioners, this thoroughly updated fourth edition provides the fundamental knowledge and basic skill preparation required for the professional practice of public relations writing.

Building on the strengths of previous editions, this edition focuses more closely on PR writing as a strategic function and on planning and content strategy design. With practical advice from PR professionals, it covers everything from day-to-day business communications and media tools to writing for social media and crisis situations.

This fourth edition incorporates a number of changes and updates, including:

- New chapters on Social Media and Writing for Key Publics and new content on the use of generative AI and its impact on PR writing.

- Expanded chapters on Writing for Digital Communications and on Publications, Presentations, and Speeches.

- New guest columns from PR professionals on topics including writing and pitching the media, inclusive writing, speech writing. and measuring writing/content impact.

- New cases and assignments based on topics, issues, and problems that public relations professionals face today.

The text is suitable for undergraduate and graduate students in a public relations writing course preparing for entry-level public relations and communications roles, as well as a useful reference for early-career practitioners.

Online resources also accompany the book: teaching materials, test banks, and reference sources. Please visit www.routledge.com/9780367860028.

Zielgruppe

Postgraduate, Professional, and Undergraduate Advanced

Autoren/Hrsg.

Zappala, Joseph M

D'Angelo, Anthony W

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Unternehmenskommunikation
• Sozialwissenschaften Soziologie | Soziale Arbeit Spezielle Soziologie Mediensoziologie
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Public Relations
• Sozialwissenschaften Medien- und Kommunikationswissenschaften Kommunikationswissenschaften
• Sozialwissenschaften Medien- und Kommunikationswissenschaften Medienwissenschaften

Inhaltsverzeichnis

1. PR Writing: A Strategic Function  2. Planning to Write  3. Fundamentals of Public Relations Writing  4. Workplace Communications, Proposals and Reports  5. Writing for the Media  6. Background Materials and Features  7. Writing for Digital Communication  8. Social Media  9. Writing for Key Publics  10. Publications, Presentations and Speeches  11. Writing for Crisis Communications, Plans and Tools

Über Autor(innen)

Joseph M. Zappala is Vice President, Communications, at City Year, Inc. and former Associate Professor, Utica University, USA.

Anthony W. D’Angelo is Professor of Practice and Department Chair of Public Relations, and Director of Executive Education, at Syracuse University’s Newhouse School of Public Communications, USA.