Public Relations Worktext

A writing and planning resource that is suitable for public relations students and practitioners

Why just read about creating a PR campaign when you can actually create a campaign yourself as you learn? By combining coverage of fundamental PR campaign concepts with the classic design of a workbook, The PR Campaigns Worktext by Maria Elles Scott walks students through building their own PR campaigns. Unlike other campaigns texts, this worktext presents concepts, applications, and examples in campaign building; Scott then ask students to complete worksheets with focused tasks so students have all the tools and direction to create and customize their specific campaign. This approach helps students think about their client’s needs, and guides students through building the campaign part by part. In combining the readings with prompts to complete worksheets, this book will serve as a student’s trusted resource as they take their first steps into the world of PR.

Public Relations Worktext provides the fundamental knowledge and the basic preparation needed 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, offering 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 first edition, this text incorporates numerous changes and updates, making it suitable for use as a primary course text. Updates include: *Expanded text sections with detailed content on research, planning, ethical and legal considerations, and crisis communications; *A focus on writing for the Web and electronic media, including an entire chapter on online writing and communication; *Current examples and reprints of effective public relations writing by leading companies in a variety of organizational settings, including Proctor & Gamble, Ben & Jerry's, Mattel, the U.S. Golf Association, Kodak, and Heinz; *"Tips from the Top" inserts feature comments and insights from public relations and media professionals on such critical topics as pitching the media, planning events, and developing Intranet sites, and *Chapter summaries, suggested readings, assignments, and an appendix with more than 30 checklists to utilize when working on assignments. 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.

Public Relations Worktext is a writing and planning resource for public relations students and practitioners.

Why just read about creating a PR campaign when you can actually create a campaign yourself as you learn? By combining coverage of fundamental PR campaign concepts with the classic design of a workbook, The PR Campaigns Worktext by Maria Scott walks students through building their own PR campaigns. Unlike other campaigns texts, this worktext lays out concepts, applications, and examples in campaign building, and then ask students to complete worksheets with focused tasks so students have all the tools and direction to create and customize their specific campaign. This approach helps students think about their client's needs, and guides students through building the campaign part by part. In combining the readings with prompts to complete worksheets, this book will serve as a student's trusted resource as they take their first steps into the world of PR.

Becoming a Public Relations Writer guides you through the writing process for public relations practice. It leads you through the various steps and stages of writing, and helps you explore many of the formats and styles necessary for public relations writers. Using straightforward, no-nonsense language, realistic examples, easy-to-follow steps and practical exercises, this text introduces the various types of public relations writing you will encounter as a public relations practitioner. A focus on ethical and legal issues is woven throughout, with examples and exercises addressing public relations as practiced by corporations, non-profit agencies, and other types of organizations both large and small. In addition, the book offers the most comprehensive list of public relations writing formats to be found anywhere - from the standard news release to electronic mail and other opportunities using a variety of technologies and media. Updated to reflect the current technologies and practices of today’s PR professional, the contents of this third edition: addresses principles of effective writing useful in all disciplines focuses on news as the bridge an organization builds to its various publics overviews a variety of writing formats and environments that provide an internal or controlled approach. Laying the foundation for an integrated approach that touches on public relations advertising and direct mail, this text concludes with a presentation of the variety of PR writing styles and approaches that form an integrated communication package. In its current, comprehensive and accessible approach, Becoming a Public Relations Writer will be an invaluable resource for future and current public relations practitioners.

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.

Aimed at students of public relations, this second edition provides practical writing instruction for those preparing to enter the public relations profession. It uses a process approach to address a variety of writing formats and circumstances.