The Public Relations Writer's Handbook (ePub)

Introduction. 1. Public Relations Goes Digital ~MS. A Few Words About the Truth. A Few Words About Grammar. E-Mail Is Not Private; E-Mail Is Forever. A Few Words About Style. Chapter Recap. 2. News Releases, Photo Captions, and Media Kits: Making Your Story Newsworthy. Inverted-Pyramid News Style. Trade Versus Consumer Press. Adjusting Your Style: Consumer Versus Trade. Before You Write. Research. Conforming to a Standard Style. Content. The Appointment Release. The Product Release. Lifestyle, Trend, and Survey Releases. Localizing a National Release. The Delayed or Feature-Style Lead. Quotations. Photos, Samples, and Review Copies. Style and Form. The Q&A. Photos. Media Kits. Approvals. Chapter Recap. 3. The Pitch: Creating Media Interest. Stage One: Analyze the Subject, and Identify the Target. Stage Two: Call the Editor. Stage Three: Write Your Pitch. Stage Four: Follow Up. Chapter Recap. 4. The Biography and Backgrounder: Bringing Your Subject to Life. Biographies. Obituaries. Backgrounders. Writing the Bio. Fact Sheets. Time Lines. Bibliographies. Chapter Recap. 5. Speech Writing: From Your Pen to Their Lips. Speech Writing I: Eleven Steps. Speech Writing II: Technical Guidelines. Chapter Recap. 6. Multimedia and PowerPoint Presentations. Illuminating Difficult Subjects. The Script. Coordinating Text and Slides. Impact and Continuity. Putting It All Together: Rehearsal. Audiovisual Presentations. Chapter Recap. 7. Writing for Broadcast: Communicating with Video and Sound. Pitch Letters and News Releases. Creating Scripts for Electronic Media Kits. Chapter Recap. 8. Special Events: The Art of Getting Noticed. News Conference. Press Junket. Publicity Tour. Chapter Recap. 9. Financial Writing. Learn the Basics of Business. Follow SEC Reporting Requirements. Confidentiality and Insider Trading. Regulation FD (Fair Disclosure). Investor Relations Department. Plain English: The Official Style of the SEC. Business Release. Quarterly Earnings Release. Quarterly

Merry Aronson is the founder and director of MerryMedia, a Los Angeles-based entertainment marketing and PR firm. She has worked as a journalist, entertainment publicist, and network television promotion executive, and has taught PR writing at New York University and University of California, Los Angeles.

Don Spetner is senior vice president for Global Marketing and Communications at Korn/Ferry International. He was named an "Industry All Star" by Inside PR magazine, and his essays on communications have been published in The Journal of Corporate Public Relations and PRWeek.

Carol Ames teaches entertainment studies and public relations on the faculty of California State University, Fullerton. She is an experienced independent public relations professional and executive producer of movies for television.

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