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.
Table of Contents
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
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.
"The media landscape continues to shift dramatically each year, and reliance on PR pros to deliver is significant. They're counted on to provide strong, compelling pitches to writers and editors who are extremely stretched; to provide effective spokespeople for interviews; to disseminate excellent photos and videos, and other dynamic content; and, to deliver ideas and accompanying materials aimed beyond print. This book explains how that happens."
Meghan Finn, Chief Communications & Engagement Officer at Breast Cancer Research Foundation
"Today writing is highly focused on "owned PR.". For example, we are writing content for our own internal newsrooms and digital properties and writing posts for corporate or social channels. Strategic Public Relations Writing shows how that works."
Alfred D'Agostino, Director, Corporate Affairs, Leadership Communications at PayPal
"With the advent of social media and other digital platforms, some students don’t understand the importance of good writing skills. This textbook is essential in that it addresses this most important aspect of communications—the need to communicate strategically and most effectively in writing."
Ed Keller, Professor, City College of New York
"In the communications industry strategic PR writing needs to have your message register with the intended audiences. Strategic Public Relations Writing effectively demonstrates how it is done."
Albert M. Romano, Professor, Fashion Institute of Technology, State University of New York