Public Relations Writing

Public Relations Writing is also available as an e-book. Clear, precise, active and ethical writing that conveys a message is an essential and employable skill that all Public Relations students need to develop. Public Relations Writing illustrates how practice is based in communication theory while encouraging students to regard themselves as beginning practitioners who need to understand the social, economic, political and multicultural contexts in which they work. An understanding of why different writing approaches are needed for specific public relations tactics, as well as the practical aspects of writing for each are presented within an Australian context. Features Includes contributions from senior public relations practitioners and journalists so that students can learn from their real work-life experience. Toolkit - a set of aids to help students get started on practical writing tasks. Includes a basic grid for a SWOT, or force field, and/or PEST analysis, checklists, timelines and basic GANTT charts, examples of resources practitioners need to keep like media phone lists and much more. New to this edition New chapter on Social Media New activities and exercises and updated toolkit Updated chapter on Media Relations New international examples from New Zealand and Hong Kong.Public Relations Toolkit 1. Introduction About public relations jobs Public relations activities have a clear, strategic purpose Clear, effective writing and the importance of grammar, spelling and style An introduction to public relations terminology Planning the details Tip sheet: The importance of language 2. Contexts for Public Relations Public relations as a strategic management tool Public relations and environmental scanning Listening to target publicsUsing research in public relationsIdentifying and analysing issuesKeeping on trackLinking public relations to corporate strategic plansContribution to organisational decision-makingLinking public relations to a strategic business planPublic relations and managementBuilding relationships with senior executivesBuilding, maintaining and enhancing relationships with target publicsTheory in practice 3. Research and Planning for Public RelationsAbout public relations strategyResearch for public relationsIdentifying communication issues and needsHow writing a situation analysis helps to set the context for the planWriting a situation analysisTip sheet: Multicultural communication 4. Public Relations Goals and ObjectivesThe public relations matrixPublic relations consultantsMeaningful goals and objectivesWhat are goals?What are objectives?Matching goals and objectivesSetting goals that reflect issues and communication needsWriting measurable objectives that pursue goalsTarget publicsWhy 'general public' doesn't workDefining the media as a target public 5. Developing and Writing MessagesThe importance of messagesMessages need to be relevantA caution about messagesMessages, strategies and tacticsHow many messages?Informative messagesPersuasive messagesMatching messages to goals and objectivesAre messages relevant to selected target publics?Establishing appropriate message delivery strategiesIdentifying effective tactics to deliver messages to target publics 6. Writing and Placing a Media ReleaseGrumpy old journalistsThe Fourth EstateJournalists as target publicsWhat happens to your media release after you've distributed it?Competition for news spaceThe daily choiceWhat is a media release? What is a media kit?Understanding news imperativesFinding news: What news frames will make my release work?Writing a media releaseUsing a template and 'Five Ws and H'The inverted pyramidTechniques and formatsWhich journalists will be interested in your release?Barriers to getting your media release runTip sheet: Writing a media release 7. Writing for Social Media and the WebIntroductionUsing the internetReading material published on the internetStanding outWriting to an objectiveRemember your readersConcise, accurate copyHeadingsLink your material to other sourcesUsing listsUsing graphics, podcasts, videos Stick to the template Public relations and blogsThe power of emailWill I or won't I?Choosing the right tonePrecision and clarity workTreat recipients with respectHow important am I?AttachmentsProofreadPrivacyTip sheet: Social media writing tips 8. Interpersonal CommunicationBlame the ancientsSpeeches as a public relations tacticPlanning a speechPreparing a speech outlineWriting a speech draftPreparing your speakerAfter the speechPresentationsPlanning and writing a presentationExhibitions and trade shows 9. Beyond the Mass News MediaBuilding the matrixDeciding tacticsAbout annual reportsPlanning and writing brochuresWriting a backgrounderWriting fact sheetsWriting talking pointsCompiling a media kitNewspaper features 10. Communication within OrganisationsPrinciples of employee communicationKnowing the game planPreparing an employee communication planStaff newslettersMeetings with employeesEmailEmployee communication during changeReport writingWriting a memoWriting a file noteWriting a submission 11. Getting the Job DoneFlying by the seat of your pantsProject managementUsing timelinesWriting a budgetConsultants' feesWorking with consultantsBriefing designers 12. Writing a Public Relations Evaluation PlanWhy evaluate?How is public relations evaluated?Making an evaluation workWriting an evaluation planEvaluating the public relations impact on organisational credibilityEvaluating response capabilityMeasuring the financial impact of public relationsBuilding a program evaluationA reflection