Public Relations Writing: The Essentials of Style and Format
by Bivins, ThomasEdition: 8th
Format: Paperback
Pub. Date: 2013-02-19
Publisher(s): McGraw Hill
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Summary
Public Relations Writing is intended for students who plan to work as public relations practitioners. The fundamentals of “Writing” is emphasized above all else and the author provides instructions on organizing releases for everything from broadcast radio to Twitter.
Table of Contents
Preface xiiiCHAPTER 1 Writing for Public Relations 1WHAT IS PUBLIC RELATIONS? 2WHAT IS PUBLIC RELATIONS WRITING? 4Uncontrolled Information 4
Controlled Information 5
TOOLS OF THE PUBLIC RELATIONS WRITER 5THE PROCESS OF PUBLIC RELATIONS WRITING 6KEY TERMS 7CHAPTER 2 Ethical and Legal Issues in Public Relations Writing 8ETHICAL CONSIDERATIONS OF PERSUASION 9Logic Fallacies 9
Other Tactics 10
Unethical Language Use 11
Ethics and Ghostwriting 11
What the Public Relations Society of America Has to Say 13
THE LEGAL ASPECTS OF PUBLIC RELATIONS WRITING 15Defamation 15
Privacy 16
Copyright 16
Copyright and the Internet 19
Users’ Risks—The Bottom Line 21
Trademarks 22
KEY TERMS 23CHAPTER 3 Planning and Research 24DEVELOPING AN ISSUE STATEMENT 25RESEARCHING THE TOPIC 28Evaluating Internet Resources 30
ANALYZING THE TARGET AUDIENCE 32Conducting Target Audience Research 32
AUDIENCE DEFINITION WORKSHEET 38Anticipating Audience Expectations 39
SETTING OBJECTIVES 39EVALUATION 40TIMELINE 41BUDGETING 41Constructing a Basic Budget 43
Do You Need a Contract? 44
KEY TERMS 45CHAPTER 4 Choosing the Right Message and Medium 46THE PROCESS OF PERSUASION 48ELABORATION LIKELIHOOD MODEL 50Things to Note about the Elaboration Likelihood Model 50
Practical Advice for the Persuader 51
PERSUASIVE STRATEGIES 51Compliance Strategies 52
Argument Strategies 53
CHOOSING THE APPROPRIATE MEDIUM OR MEDIA 56Advantages and Disadvantages of Media Selections 58
NEGOTIATING MEDIA BUYS 61Evaluating Your Media Buys 65
LEARNING TO ADAPT 65KEY TERMS 66CHAPTER 5 Media Relations and Placement 67WHAT IS NEWS? 68WORKING WITH THE MEDIA 69Get to Know Journalists’ Jobs 69
Get to Know Journalists as People 69
Guidelines for Dealing with the Media 70
Guidelines for Interviews 71
Guidelines for Correcting Errors 73
MEDIA PLACEMENT 73Deciding Where to Place Your Message 73
Getting Your Message to the Media 76
Fitting Your Information to Your Outlet 77
PRESS KITS 80Cooperation Is the Key 83
KEY TERMS 83CHAPTER 6 News Releases and Backgrounders 84WHAT IS A NEWS RELEASE? 85WRITING A NEWS RELEASE 86The Lead 86
Quotations and Attributions 88
Local Interest 90
NEWS RELEASE FORMAT 91Timing and Dating Releases 93
Datelines 93
Exclusives and Specials 94
TYPES OF NEWS RELEASES 94Product Releases 94
Event Announcements 104
Personnel Releases 104
Tips/Hints Releases 104
WRITING NEWS RELEASES FOR BROADCAST 109PITCH LETTERS AND MEDIA ADVISORIES 112Pitch Letters 112
Media Advisories 113
BACKGROUNDERS 117FACT SHEETS 118KEY TERMS 124CHAPTER 7 Design, Printing, and Desktop Publishing 125DESIGN: WHAT IT IS AND WHY IT MIGHT BE GREEK TO YOU 126DESIGNING PUBLIC RELATIONS MATERIALS 127PRINCIPLES OF DESIGN 130Balance 130
Proportion 131
Sequence and Emphasis 133
Unity 137
Grids 140
Alignment 140
Type and Typefaces 142
WORKING WITH PROFESSIONAL PRINTERS 146Printing Processes 146
Paper Choice 148
Ink Choice 151
Binding 152
Swipe Files 153
Computer Layout Preparation for Printing 153
Print Order Preparation 154
A WORD ON DESKTOP PUBLISHING 155PRINT SCHEDULING AND BUDGETING 157Scheduling 157
Budgeting 158
KEY TERMS 160CHAPTER 8 Controlled Publications 161NEWSLETTERS 162Types of Newsletters 162
Why a Newsletter? 163
Content 166
Objectives 167
Scheduling and Budgeting 167
Articles 167
Story Ideas 169
Researching Stories 171
Design Considerations 171
Style Sheets 172
MAGAZINES 172Content and Format 175
Types of Articles 176
TRADE JOURNALS 177FEATURE WRITING FOR NEWSLETTERS AND MAGAZINES 177Feature Style 178
Writing the Feature Story 181
Common Types of Features 187
EDITORIAL CONSIDERATIONS FOR DISPLAY COPY 188Writing Headlines 188
Writing Subheads and Crossheads 194
Writing Captions 194
Writing Pull Quotes 194
EDITING YOUR ARTICLES 195EVALUATION 196Methods of Evaluation 196
Evaluating Your Production Schedule 196
BROCHURES 205Planning Your Brochure 205
Fitting It All Together 208
OTHER INFORMATION PIECES 219Flyers 219
Posters 221
Booklets and Hybrids 223
ANNUAL REPORTS 226Audiences 228
Contents 228
Writing for Annual Reports 230
The Nonprofit Annual Report 232
KEY TERMS 236CHAPTER 9 Television and Radio 237REACHING BROADCAST AUDIENCES 238Video News Releases 238
Radio and Television Tapes and Actualities 240
Interviews and Talk Shows 240
Corporate Advertising and Public Service Announcements 240
WRITING FOR TELEVISION 241Basic Concepts 241
Writing for the Eye 243
Television Scripts 243
WRITING FOR RADIO 256Types of Radio Announcements 257
How to Get Your Public Service Announcements on the Air 259
KEY TERMS 263CHAPTER 10 Speeches and Presentations 264TYPES OF SPEECHES 265MODES OF DELIVERY 265PREPARATION AND WRITING 266Specifying Your Purpose 266
Analyzing Your Audience 266
Organizing Your Speech 267
Supporting Your Ideas 270
DELIVERY 270THE QUESTION-AND-ANSWER SESSION 271PRESENTATION MATERIALS 271Preparing Audiovisual Materials 272
Scripting for Audiovisuals 274
KEY TERMS 276CHAPTER 11 Writing for Web and Social Media 277THE CHANGING LANDSCAPE 278A Quick Word about Writing for Web Sites 279
OK, Let’s Get on with Web 2.0 281
BLOGS AND BLOGGING 282What to Blog About 283
Writing Blog Posts 284
How to Write Comments on Blogs 285
Micro-Blogging and Twitter 288
How to Write Twitter Posts 288
THE EVOLUTION OF THE PRESS RELEASE 290Standard Release Format 290
Search Engine Optimized Releases 291
Social Media Release 292
How to Write a Social Media Release 292
CREATING AN ONLINE NEWSROOM 298What to Include in Your Online Newsroom 299
Online Newsrooms to Study 301
KEY TERMS 303Glossary 305Index 317
WHAT IS PUBLIC RELATIONS? 2WHAT IS PUBLIC RELATIONS WRITING? 4Uncontrolled Information 4
Controlled Information 5
TOOLS OF THE PUBLIC RELATIONS WRITER 5THE PROCESS OF PUBLIC RELATIONS WRITING 6KEY TERMS 7CHAPTER 2 Ethical and Legal Issues in Public Relations Writing 8ETHICAL CONSIDERATIONS OF PERSUASION 9Logic Fallacies 9
Other Tactics 10
Unethical Language Use 11
Ethics and Ghostwriting 11
What the Public Relations Society of America Has to Say 13
THE LEGAL ASPECTS OF PUBLIC RELATIONS WRITING 15Defamation 15
Privacy 16
Copyright 16
Copyright and the Internet 19
Users’ Risks—The Bottom Line 21
Trademarks 22
KEY TERMS 23CHAPTER 3 Planning and Research 24DEVELOPING AN ISSUE STATEMENT 25RESEARCHING THE TOPIC 28Evaluating Internet Resources 30
ANALYZING THE TARGET AUDIENCE 32Conducting Target Audience Research 32
AUDIENCE DEFINITION WORKSHEET 38Anticipating Audience Expectations 39
SETTING OBJECTIVES 39EVALUATION 40TIMELINE 41BUDGETING 41Constructing a Basic Budget 43
Do You Need a Contract? 44
KEY TERMS 45CHAPTER 4 Choosing the Right Message and Medium 46THE PROCESS OF PERSUASION 48ELABORATION LIKELIHOOD MODEL 50Things to Note about the Elaboration Likelihood Model 50
Practical Advice for the Persuader 51
PERSUASIVE STRATEGIES 51Compliance Strategies 52
Argument Strategies 53
CHOOSING THE APPROPRIATE MEDIUM OR MEDIA 56Advantages and Disadvantages of Media Selections 58
NEGOTIATING MEDIA BUYS 61Evaluating Your Media Buys 65
LEARNING TO ADAPT 65KEY TERMS 66CHAPTER 5 Media Relations and Placement 67WHAT IS NEWS? 68WORKING WITH THE MEDIA 69Get to Know Journalists’ Jobs 69
Get to Know Journalists as People 69
Guidelines for Dealing with the Media 70
Guidelines for Interviews 71
Guidelines for Correcting Errors 73
MEDIA PLACEMENT 73Deciding Where to Place Your Message 73
Getting Your Message to the Media 76
Fitting Your Information to Your Outlet 77
PRESS KITS 80Cooperation Is the Key 83
KEY TERMS 83CHAPTER 6 News Releases and Backgrounders 84WHAT IS A NEWS RELEASE? 85WRITING A NEWS RELEASE 86The Lead 86
Quotations and Attributions 88
Local Interest 90
NEWS RELEASE FORMAT 91Timing and Dating Releases 93
Datelines 93
Exclusives and Specials 94
TYPES OF NEWS RELEASES 94Product Releases 94
Event Announcements 104
Personnel Releases 104
Tips/Hints Releases 104
WRITING NEWS RELEASES FOR BROADCAST 109PITCH LETTERS AND MEDIA ADVISORIES 112Pitch Letters 112
Media Advisories 113
BACKGROUNDERS 117FACT SHEETS 118KEY TERMS 124CHAPTER 7 Design, Printing, and Desktop Publishing 125DESIGN: WHAT IT IS AND WHY IT MIGHT BE GREEK TO YOU 126DESIGNING PUBLIC RELATIONS MATERIALS 127PRINCIPLES OF DESIGN 130Balance 130
Proportion 131
Sequence and Emphasis 133
Unity 137
Grids 140
Alignment 140
Type and Typefaces 142
WORKING WITH PROFESSIONAL PRINTERS 146Printing Processes 146
Paper Choice 148
Ink Choice 151
Binding 152
Swipe Files 153
Computer Layout Preparation for Printing 153
Print Order Preparation 154
A WORD ON DESKTOP PUBLISHING 155PRINT SCHEDULING AND BUDGETING 157Scheduling 157
Budgeting 158
KEY TERMS 160CHAPTER 8 Controlled Publications 161NEWSLETTERS 162Types of Newsletters 162
Why a Newsletter? 163
Content 166
Objectives 167
Scheduling and Budgeting 167
Articles 167
Story Ideas 169
Researching Stories 171
Design Considerations 171
Style Sheets 172
MAGAZINES 172Content and Format 175
Types of Articles 176
TRADE JOURNALS 177FEATURE WRITING FOR NEWSLETTERS AND MAGAZINES 177Feature Style 178
Writing the Feature Story 181
Common Types of Features 187
EDITORIAL CONSIDERATIONS FOR DISPLAY COPY 188Writing Headlines 188
Writing Subheads and Crossheads 194
Writing Captions 194
Writing Pull Quotes 194
EDITING YOUR ARTICLES 195EVALUATION 196Methods of Evaluation 196
Evaluating Your Production Schedule 196
BROCHURES 205Planning Your Brochure 205
Fitting It All Together 208
OTHER INFORMATION PIECES 219Flyers 219
Posters 221
Booklets and Hybrids 223
ANNUAL REPORTS 226Audiences 228
Contents 228
Writing for Annual Reports 230
The Nonprofit Annual Report 232
KEY TERMS 236CHAPTER 9 Television and Radio 237REACHING BROADCAST AUDIENCES 238Video News Releases 238
Radio and Television Tapes and Actualities 240
Interviews and Talk Shows 240
Corporate Advertising and Public Service Announcements 240
WRITING FOR TELEVISION 241Basic Concepts 241
Writing for the Eye 243
Television Scripts 243
WRITING FOR RADIO 256Types of Radio Announcements 257
How to Get Your Public Service Announcements on the Air 259
KEY TERMS 263CHAPTER 10 Speeches and Presentations 264TYPES OF SPEECHES 265MODES OF DELIVERY 265PREPARATION AND WRITING 266Specifying Your Purpose 266
Analyzing Your Audience 266
Organizing Your Speech 267
Supporting Your Ideas 270
DELIVERY 270THE QUESTION-AND-ANSWER SESSION 271PRESENTATION MATERIALS 271Preparing Audiovisual Materials 272
Scripting for Audiovisuals 274
KEY TERMS 276CHAPTER 11 Writing for Web and Social Media 277THE CHANGING LANDSCAPE 278A Quick Word about Writing for Web Sites 279
OK, Let’s Get on with Web 2.0 281
BLOGS AND BLOGGING 282What to Blog About 283
Writing Blog Posts 284
How to Write Comments on Blogs 285
Micro-Blogging and Twitter 288
How to Write Twitter Posts 288
THE EVOLUTION OF THE PRESS RELEASE 290Standard Release Format 290
Search Engine Optimized Releases 291
Social Media Release 292
How to Write a Social Media Release 292
CREATING AN ONLINE NEWSROOM 298What to Include in Your Online Newsroom 299
Online Newsrooms to Study 301
KEY TERMS 303Glossary 305Index 317
Uncontrolled Information 4
Controlled Information 5
TOOLS OF THE PUBLIC RELATIONS WRITER 5THE PROCESS OF PUBLIC RELATIONS WRITING 6KEY TERMS 7CHAPTER 2 Ethical and Legal Issues in Public Relations Writing 8ETHICAL CONSIDERATIONS OF PERSUASION 9Logic Fallacies 9
Other Tactics 10
Unethical Language Use 11
Ethics and Ghostwriting 11
What the Public Relations Society of America Has to Say 13
THE LEGAL ASPECTS OF PUBLIC RELATIONS WRITING 15Defamation 15
Privacy 16
Copyright 16
Copyright and the Internet 19
Users’ Risks—The Bottom Line 21
Trademarks 22
KEY TERMS 23CHAPTER 3 Planning and Research 24DEVELOPING AN ISSUE STATEMENT 25RESEARCHING THE TOPIC 28Evaluating Internet Resources 30
ANALYZING THE TARGET AUDIENCE 32Conducting Target Audience Research 32
AUDIENCE DEFINITION WORKSHEET 38Anticipating Audience Expectations 39
SETTING OBJECTIVES 39EVALUATION 40TIMELINE 41BUDGETING 41Constructing a Basic Budget 43
Do You Need a Contract? 44
KEY TERMS 45CHAPTER 4 Choosing the Right Message and Medium 46THE PROCESS OF PERSUASION 48ELABORATION LIKELIHOOD MODEL 50Things to Note about the Elaboration Likelihood Model 50
Practical Advice for the Persuader 51
PERSUASIVE STRATEGIES 51Compliance Strategies 52
Argument Strategies 53
CHOOSING THE APPROPRIATE MEDIUM OR MEDIA 56Advantages and Disadvantages of Media Selections 58
NEGOTIATING MEDIA BUYS 61Evaluating Your Media Buys 65
LEARNING TO ADAPT 65KEY TERMS 66CHAPTER 5 Media Relations and Placement 67WHAT IS NEWS? 68WORKING WITH THE MEDIA 69Get to Know Journalists’ Jobs 69
Get to Know Journalists as People 69
Guidelines for Dealing with the Media 70
Guidelines for Interviews 71
Guidelines for Correcting Errors 73
MEDIA PLACEMENT 73Deciding Where to Place Your Message 73
Getting Your Message to the Media 76
Fitting Your Information to Your Outlet 77
PRESS KITS 80Cooperation Is the Key 83
KEY TERMS 83CHAPTER 6 News Releases and Backgrounders 84WHAT IS A NEWS RELEASE? 85WRITING A NEWS RELEASE 86The Lead 86
Quotations and Attributions 88
Local Interest 90
NEWS RELEASE FORMAT 91Timing and Dating Releases 93
Datelines 93
Exclusives and Specials 94
TYPES OF NEWS RELEASES 94Product Releases 94
Event Announcements 104
Personnel Releases 104
Tips/Hints Releases 104
WRITING NEWS RELEASES FOR BROADCAST 109PITCH LETTERS AND MEDIA ADVISORIES 112Pitch Letters 112
Media Advisories 113
BACKGROUNDERS 117FACT SHEETS 118KEY TERMS 124CHAPTER 7 Design, Printing, and Desktop Publishing 125DESIGN: WHAT IT IS AND WHY IT MIGHT BE GREEK TO YOU 126DESIGNING PUBLIC RELATIONS MATERIALS 127PRINCIPLES OF DESIGN 130Balance 130
Proportion 131
Sequence and Emphasis 133
Unity 137
Grids 140
Alignment 140
Type and Typefaces 142
WORKING WITH PROFESSIONAL PRINTERS 146Printing Processes 146
Paper Choice 148
Ink Choice 151
Binding 152
Swipe Files 153
Computer Layout Preparation for Printing 153
Print Order Preparation 154
A WORD ON DESKTOP PUBLISHING 155PRINT SCHEDULING AND BUDGETING 157Scheduling 157
Budgeting 158
KEY TERMS 160CHAPTER 8 Controlled Publications 161NEWSLETTERS 162Types of Newsletters 162
Why a Newsletter? 163
Content 166
Objectives 167
Scheduling and Budgeting 167
Articles 167
Story Ideas 169
Researching Stories 171
Design Considerations 171
Style Sheets 172
MAGAZINES 172Content and Format 175
Types of Articles 176
TRADE JOURNALS 177FEATURE WRITING FOR NEWSLETTERS AND MAGAZINES 177Feature Style 178
Writing the Feature Story 181
Common Types of Features 187
EDITORIAL CONSIDERATIONS FOR DISPLAY COPY 188Writing Headlines 188
Writing Subheads and Crossheads 194
Writing Captions 194
Writing Pull Quotes 194
EDITING YOUR ARTICLES 195EVALUATION 196Methods of Evaluation 196
Evaluating Your Production Schedule 196
BROCHURES 205Planning Your Brochure 205
Fitting It All Together 208
OTHER INFORMATION PIECES 219Flyers 219
Posters 221
Booklets and Hybrids 223
ANNUAL REPORTS 226Audiences 228
Contents 228
Writing for Annual Reports 230
The Nonprofit Annual Report 232
KEY TERMS 236CHAPTER 9 Television and Radio 237REACHING BROADCAST AUDIENCES 238Video News Releases 238
Radio and Television Tapes and Actualities 240
Interviews and Talk Shows 240
Corporate Advertising and Public Service Announcements 240
WRITING FOR TELEVISION 241Basic Concepts 241
Writing for the Eye 243
Television Scripts 243
WRITING FOR RADIO 256Types of Radio Announcements 257
How to Get Your Public Service Announcements on the Air 259
KEY TERMS 263CHAPTER 10 Speeches and Presentations 264TYPES OF SPEECHES 265MODES OF DELIVERY 265PREPARATION AND WRITING 266Specifying Your Purpose 266
Analyzing Your Audience 266
Organizing Your Speech 267
Supporting Your Ideas 270
DELIVERY 270THE QUESTION-AND-ANSWER SESSION 271PRESENTATION MATERIALS 271Preparing Audiovisual Materials 272
Scripting for Audiovisuals 274
KEY TERMS 276CHAPTER 11 Writing for Web and Social Media 277THE CHANGING LANDSCAPE 278A Quick Word about Writing for Web Sites 279
OK, Let’s Get on with Web 2.0 281
BLOGS AND BLOGGING 282What to Blog About 283
Writing Blog Posts 284
How to Write Comments on Blogs 285
Micro-Blogging and Twitter 288
How to Write Twitter Posts 288
THE EVOLUTION OF THE PRESS RELEASE 290Standard Release Format 290
Search Engine Optimized Releases 291
Social Media Release 292
How to Write a Social Media Release 292
CREATING AN ONLINE NEWSROOM 298What to Include in Your Online Newsroom 299
Online Newsrooms to Study 301
KEY TERMS 303Glossary 305Index 317
KEY TERMS 7CHAPTER 2 Ethical and Legal Issues in Public Relations Writing 8ETHICAL CONSIDERATIONS OF PERSUASION 9Logic Fallacies 9
Other Tactics 10
Unethical Language Use 11
Ethics and Ghostwriting 11
What the Public Relations Society of America Has to Say 13
THE LEGAL ASPECTS OF PUBLIC RELATIONS WRITING 15Defamation 15
Privacy 16
Copyright 16
Copyright and the Internet 19
Users’ Risks—The Bottom Line 21
Trademarks 22
KEY TERMS 23CHAPTER 3 Planning and Research 24DEVELOPING AN ISSUE STATEMENT 25RESEARCHING THE TOPIC 28Evaluating Internet Resources 30
ANALYZING THE TARGET AUDIENCE 32Conducting Target Audience Research 32
AUDIENCE DEFINITION WORKSHEET 38Anticipating Audience Expectations 39
SETTING OBJECTIVES 39EVALUATION 40TIMELINE 41BUDGETING 41Constructing a Basic Budget 43
Do You Need a Contract? 44
KEY TERMS 45CHAPTER 4 Choosing the Right Message and Medium 46THE PROCESS OF PERSUASION 48ELABORATION LIKELIHOOD MODEL 50Things to Note about the Elaboration Likelihood Model 50
Practical Advice for the Persuader 51
PERSUASIVE STRATEGIES 51Compliance Strategies 52
Argument Strategies 53
CHOOSING THE APPROPRIATE MEDIUM OR MEDIA 56Advantages and Disadvantages of Media Selections 58
NEGOTIATING MEDIA BUYS 61Evaluating Your Media Buys 65
LEARNING TO ADAPT 65KEY TERMS 66CHAPTER 5 Media Relations and Placement 67WHAT IS NEWS? 68WORKING WITH THE MEDIA 69Get to Know Journalists’ Jobs 69
Get to Know Journalists as People 69
Guidelines for Dealing with the Media 70
Guidelines for Interviews 71
Guidelines for Correcting Errors 73
MEDIA PLACEMENT 73Deciding Where to Place Your Message 73
Getting Your Message to the Media 76
Fitting Your Information to Your Outlet 77
PRESS KITS 80Cooperation Is the Key 83
KEY TERMS 83CHAPTER 6 News Releases and Backgrounders 84WHAT IS A NEWS RELEASE? 85WRITING A NEWS RELEASE 86The Lead 86
Quotations and Attributions 88
Local Interest 90
NEWS RELEASE FORMAT 91Timing and Dating Releases 93
Datelines 93
Exclusives and Specials 94
TYPES OF NEWS RELEASES 94Product Releases 94
Event Announcements 104
Personnel Releases 104
Tips/Hints Releases 104
WRITING NEWS RELEASES FOR BROADCAST 109PITCH LETTERS AND MEDIA ADVISORIES 112Pitch Letters 112
Media Advisories 113
BACKGROUNDERS 117FACT SHEETS 118KEY TERMS 124CHAPTER 7 Design, Printing, and Desktop Publishing 125DESIGN: WHAT IT IS AND WHY IT MIGHT BE GREEK TO YOU 126DESIGNING PUBLIC RELATIONS MATERIALS 127PRINCIPLES OF DESIGN 130Balance 130
Proportion 131
Sequence and Emphasis 133
Unity 137
Grids 140
Alignment 140
Type and Typefaces 142
WORKING WITH PROFESSIONAL PRINTERS 146Printing Processes 146
Paper Choice 148
Ink Choice 151
Binding 152
Swipe Files 153
Computer Layout Preparation for Printing 153
Print Order Preparation 154
A WORD ON DESKTOP PUBLISHING 155PRINT SCHEDULING AND BUDGETING 157Scheduling 157
Budgeting 158
KEY TERMS 160CHAPTER 8 Controlled Publications 161NEWSLETTERS 162Types of Newsletters 162
Why a Newsletter? 163
Content 166
Objectives 167
Scheduling and Budgeting 167
Articles 167
Story Ideas 169
Researching Stories 171
Design Considerations 171
Style Sheets 172
MAGAZINES 172Content and Format 175
Types of Articles 176
TRADE JOURNALS 177FEATURE WRITING FOR NEWSLETTERS AND MAGAZINES 177Feature Style 178
Writing the Feature Story 181
Common Types of Features 187
EDITORIAL CONSIDERATIONS FOR DISPLAY COPY 188Writing Headlines 188
Writing Subheads and Crossheads 194
Writing Captions 194
Writing Pull Quotes 194
EDITING YOUR ARTICLES 195EVALUATION 196Methods of Evaluation 196
Evaluating Your Production Schedule 196
BROCHURES 205Planning Your Brochure 205
Fitting It All Together 208
OTHER INFORMATION PIECES 219Flyers 219
Posters 221
Booklets and Hybrids 223
ANNUAL REPORTS 226Audiences 228
Contents 228
Writing for Annual Reports 230
The Nonprofit Annual Report 232
KEY TERMS 236CHAPTER 9 Television and Radio 237REACHING BROADCAST AUDIENCES 238Video News Releases 238
Radio and Television Tapes and Actualities 240
Interviews and Talk Shows 240
Corporate Advertising and Public Service Announcements 240
WRITING FOR TELEVISION 241Basic Concepts 241
Writing for the Eye 243
Television Scripts 243
WRITING FOR RADIO 256Types of Radio Announcements 257
How to Get Your Public Service Announcements on the Air 259
KEY TERMS 263CHAPTER 10 Speeches and Presentations 264TYPES OF SPEECHES 265MODES OF DELIVERY 265PREPARATION AND WRITING 266Specifying Your Purpose 266
Analyzing Your Audience 266
Organizing Your Speech 267
Supporting Your Ideas 270
DELIVERY 270THE QUESTION-AND-ANSWER SESSION 271PRESENTATION MATERIALS 271Preparing Audiovisual Materials 272
Scripting for Audiovisuals 274
KEY TERMS 276CHAPTER 11 Writing for Web and Social Media 277THE CHANGING LANDSCAPE 278A Quick Word about Writing for Web Sites 279
OK, Let’s Get on with Web 2.0 281
BLOGS AND BLOGGING 282What to Blog About 283
Writing Blog Posts 284
How to Write Comments on Blogs 285
Micro-Blogging and Twitter 288
How to Write Twitter Posts 288
THE EVOLUTION OF THE PRESS RELEASE 290Standard Release Format 290
Search Engine Optimized Releases 291
Social Media Release 292
How to Write a Social Media Release 292
CREATING AN ONLINE NEWSROOM 298What to Include in Your Online Newsroom 299
Online Newsrooms to Study 301
KEY TERMS 303Glossary 305Index 317
ETHICAL CONSIDERATIONS OF PERSUASION 9Logic Fallacies 9
Other Tactics 10
Unethical Language Use 11
Ethics and Ghostwriting 11
What the Public Relations Society of America Has to Say 13
THE LEGAL ASPECTS OF PUBLIC RELATIONS WRITING 15Defamation 15
Privacy 16
Copyright 16
Copyright and the Internet 19
Users’ Risks—The Bottom Line 21
Trademarks 22
KEY TERMS 23CHAPTER 3 Planning and Research 24DEVELOPING AN ISSUE STATEMENT 25RESEARCHING THE TOPIC 28Evaluating Internet Resources 30
ANALYZING THE TARGET AUDIENCE 32Conducting Target Audience Research 32
AUDIENCE DEFINITION WORKSHEET 38Anticipating Audience Expectations 39
SETTING OBJECTIVES 39EVALUATION 40TIMELINE 41BUDGETING 41Constructing a Basic Budget 43
Do You Need a Contract? 44
KEY TERMS 45CHAPTER 4 Choosing the Right Message and Medium 46THE PROCESS OF PERSUASION 48ELABORATION LIKELIHOOD MODEL 50Things to Note about the Elaboration Likelihood Model 50
Practical Advice for the Persuader 51
PERSUASIVE STRATEGIES 51Compliance Strategies 52
Argument Strategies 53
CHOOSING THE APPROPRIATE MEDIUM OR MEDIA 56Advantages and Disadvantages of Media Selections 58
NEGOTIATING MEDIA BUYS 61Evaluating Your Media Buys 65
LEARNING TO ADAPT 65KEY TERMS 66CHAPTER 5 Media Relations and Placement 67WHAT IS NEWS? 68WORKING WITH THE MEDIA 69Get to Know Journalists’ Jobs 69
Get to Know Journalists as People 69
Guidelines for Dealing with the Media 70
Guidelines for Interviews 71
Guidelines for Correcting Errors 73
MEDIA PLACEMENT 73Deciding Where to Place Your Message 73
Getting Your Message to the Media 76
Fitting Your Information to Your Outlet 77
PRESS KITS 80Cooperation Is the Key 83
KEY TERMS 83CHAPTER 6 News Releases and Backgrounders 84WHAT IS A NEWS RELEASE? 85WRITING A NEWS RELEASE 86The Lead 86
Quotations and Attributions 88
Local Interest 90
NEWS RELEASE FORMAT 91Timing and Dating Releases 93
Datelines 93
Exclusives and Specials 94
TYPES OF NEWS RELEASES 94Product Releases 94
Event Announcements 104
Personnel Releases 104
Tips/Hints Releases 104
WRITING NEWS RELEASES FOR BROADCAST 109PITCH LETTERS AND MEDIA ADVISORIES 112Pitch Letters 112
Media Advisories 113
BACKGROUNDERS 117FACT SHEETS 118KEY TERMS 124CHAPTER 7 Design, Printing, and Desktop Publishing 125DESIGN: WHAT IT IS AND WHY IT MIGHT BE GREEK TO YOU 126DESIGNING PUBLIC RELATIONS MATERIALS 127PRINCIPLES OF DESIGN 130Balance 130
Proportion 131
Sequence and Emphasis 133
Unity 137
Grids 140
Alignment 140
Type and Typefaces 142
WORKING WITH PROFESSIONAL PRINTERS 146Printing Processes 146
Paper Choice 148
Ink Choice 151
Binding 152
Swipe Files 153
Computer Layout Preparation for Printing 153
Print Order Preparation 154
A WORD ON DESKTOP PUBLISHING 155PRINT SCHEDULING AND BUDGETING 157Scheduling 157
Budgeting 158
KEY TERMS 160CHAPTER 8 Controlled Publications 161NEWSLETTERS 162Types of Newsletters 162
Why a Newsletter? 163
Content 166
Objectives 167
Scheduling and Budgeting 167
Articles 167
Story Ideas 169
Researching Stories 171
Design Considerations 171
Style Sheets 172
MAGAZINES 172Content and Format 175
Types of Articles 176
TRADE JOURNALS 177FEATURE WRITING FOR NEWSLETTERS AND MAGAZINES 177Feature Style 178
Writing the Feature Story 181
Common Types of Features 187
EDITORIAL CONSIDERATIONS FOR DISPLAY COPY 188Writing Headlines 188
Writing Subheads and Crossheads 194
Writing Captions 194
Writing Pull Quotes 194
EDITING YOUR ARTICLES 195EVALUATION 196Methods of Evaluation 196
Evaluating Your Production Schedule 196
BROCHURES 205Planning Your Brochure 205
Fitting It All Together 208
OTHER INFORMATION PIECES 219Flyers 219
Posters 221
Booklets and Hybrids 223
ANNUAL REPORTS 226Audiences 228
Contents 228
Writing for Annual Reports 230
The Nonprofit Annual Report 232
KEY TERMS 236CHAPTER 9 Television and Radio 237REACHING BROADCAST AUDIENCES 238Video News Releases 238
Radio and Television Tapes and Actualities 240
Interviews and Talk Shows 240
Corporate Advertising and Public Service Announcements 240
WRITING FOR TELEVISION 241Basic Concepts 241
Writing for the Eye 243
Television Scripts 243
WRITING FOR RADIO 256Types of Radio Announcements 257
How to Get Your Public Service Announcements on the Air 259
KEY TERMS 263CHAPTER 10 Speeches and Presentations 264TYPES OF SPEECHES 265MODES OF DELIVERY 265PREPARATION AND WRITING 266Specifying Your Purpose 266
Analyzing Your Audience 266
Organizing Your Speech 267
Supporting Your Ideas 270
DELIVERY 270THE QUESTION-AND-ANSWER SESSION 271PRESENTATION MATERIALS 271Preparing Audiovisual Materials 272
Scripting for Audiovisuals 274
KEY TERMS 276CHAPTER 11 Writing for Web and Social Media 277THE CHANGING LANDSCAPE 278A Quick Word about Writing for Web Sites 279
OK, Let’s Get on with Web 2.0 281
BLOGS AND BLOGGING 282What to Blog About 283
Writing Blog Posts 284
How to Write Comments on Blogs 285
Micro-Blogging and Twitter 288
How to Write Twitter Posts 288
THE EVOLUTION OF THE PRESS RELEASE 290Standard Release Format 290
Search Engine Optimized Releases 291
Social Media Release 292
How to Write a Social Media Release 292
CREATING AN ONLINE NEWSROOM 298What to Include in Your Online Newsroom 299
Online Newsrooms to Study 301
KEY TERMS 303Glossary 305Index 317
Logic Fallacies 9
Other Tactics 10
Unethical Language Use 11
Ethics and Ghostwriting 11
What the Public Relations Society of America Has to Say 13
Defamation 15
Privacy 16
Copyright 16
Copyright and the Internet 19
Users’ Risks—The Bottom Line 21
Trademarks 22
KEY TERMS 23CHAPTER 3 Planning and Research 24DEVELOPING AN ISSUE STATEMENT 25RESEARCHING THE TOPIC 28Evaluating Internet Resources 30
ANALYZING THE TARGET AUDIENCE 32Conducting Target Audience Research 32
AUDIENCE DEFINITION WORKSHEET 38Anticipating Audience Expectations 39
SETTING OBJECTIVES 39EVALUATION 40TIMELINE 41BUDGETING 41Constructing a Basic Budget 43
Do You Need a Contract? 44
KEY TERMS 45CHAPTER 4 Choosing the Right Message and Medium 46THE PROCESS OF PERSUASION 48ELABORATION LIKELIHOOD MODEL 50Things to Note about the Elaboration Likelihood Model 50
Practical Advice for the Persuader 51
PERSUASIVE STRATEGIES 51Compliance Strategies 52
Argument Strategies 53
CHOOSING THE APPROPRIATE MEDIUM OR MEDIA 56Advantages and Disadvantages of Media Selections 58
NEGOTIATING MEDIA BUYS 61Evaluating Your Media Buys 65
LEARNING TO ADAPT 65KEY TERMS 66CHAPTER 5 Media Relations and Placement 67WHAT IS NEWS? 68WORKING WITH THE MEDIA 69Get to Know Journalists’ Jobs 69
Get to Know Journalists as People 69
Guidelines for Dealing with the Media 70
Guidelines for Interviews 71
Guidelines for Correcting Errors 73
MEDIA PLACEMENT 73Deciding Where to Place Your Message 73
Getting Your Message to the Media 76
Fitting Your Information to Your Outlet 77
PRESS KITS 80Cooperation Is the Key 83
KEY TERMS 83CHAPTER 6 News Releases and Backgrounders 84WHAT IS A NEWS RELEASE? 85WRITING A NEWS RELEASE 86The Lead 86
Quotations and Attributions 88
Local Interest 90
NEWS RELEASE FORMAT 91Timing and Dating Releases 93
Datelines 93
Exclusives and Specials 94
TYPES OF NEWS RELEASES 94Product Releases 94
Event Announcements 104
Personnel Releases 104
Tips/Hints Releases 104
WRITING NEWS RELEASES FOR BROADCAST 109PITCH LETTERS AND MEDIA ADVISORIES 112Pitch Letters 112
Media Advisories 113
BACKGROUNDERS 117FACT SHEETS 118KEY TERMS 124CHAPTER 7 Design, Printing, and Desktop Publishing 125DESIGN: WHAT IT IS AND WHY IT MIGHT BE GREEK TO YOU 126DESIGNING PUBLIC RELATIONS MATERIALS 127PRINCIPLES OF DESIGN 130Balance 130
Proportion 131
Sequence and Emphasis 133
Unity 137
Grids 140
Alignment 140
Type and Typefaces 142
WORKING WITH PROFESSIONAL PRINTERS 146Printing Processes 146
Paper Choice 148
Ink Choice 151
Binding 152
Swipe Files 153
Computer Layout Preparation for Printing 153
Print Order Preparation 154
A WORD ON DESKTOP PUBLISHING 155PRINT SCHEDULING AND BUDGETING 157Scheduling 157
Budgeting 158
KEY TERMS 160CHAPTER 8 Controlled Publications 161NEWSLETTERS 162Types of Newsletters 162
Why a Newsletter? 163
Content 166
Objectives 167
Scheduling and Budgeting 167
Articles 167
Story Ideas 169
Researching Stories 171
Design Considerations 171
Style Sheets 172
MAGAZINES 172Content and Format 175
Types of Articles 176
TRADE JOURNALS 177FEATURE WRITING FOR NEWSLETTERS AND MAGAZINES 177Feature Style 178
Writing the Feature Story 181
Common Types of Features 187
EDITORIAL CONSIDERATIONS FOR DISPLAY COPY 188Writing Headlines 188
Writing Subheads and Crossheads 194
Writing Captions 194
Writing Pull Quotes 194
EDITING YOUR ARTICLES 195EVALUATION 196Methods of Evaluation 196
Evaluating Your Production Schedule 196
BROCHURES 205Planning Your Brochure 205
Fitting It All Together 208
OTHER INFORMATION PIECES 219Flyers 219
Posters 221
Booklets and Hybrids 223
ANNUAL REPORTS 226Audiences 228
Contents 228
Writing for Annual Reports 230
The Nonprofit Annual Report 232
KEY TERMS 236CHAPTER 9 Television and Radio 237REACHING BROADCAST AUDIENCES 238Video News Releases 238
Radio and Television Tapes and Actualities 240
Interviews and Talk Shows 240
Corporate Advertising and Public Service Announcements 240
WRITING FOR TELEVISION 241Basic Concepts 241
Writing for the Eye 243
Television Scripts 243
WRITING FOR RADIO 256Types of Radio Announcements 257
How to Get Your Public Service Announcements on the Air 259
KEY TERMS 263CHAPTER 10 Speeches and Presentations 264TYPES OF SPEECHES 265MODES OF DELIVERY 265PREPARATION AND WRITING 266Specifying Your Purpose 266
Analyzing Your Audience 266
Organizing Your Speech 267
Supporting Your Ideas 270
DELIVERY 270THE QUESTION-AND-ANSWER SESSION 271PRESENTATION MATERIALS 271Preparing Audiovisual Materials 272
Scripting for Audiovisuals 274
KEY TERMS 276CHAPTER 11 Writing for Web and Social Media 277THE CHANGING LANDSCAPE 278A Quick Word about Writing for Web Sites 279
OK, Let’s Get on with Web 2.0 281
BLOGS AND BLOGGING 282What to Blog About 283
Writing Blog Posts 284
How to Write Comments on Blogs 285
Micro-Blogging and Twitter 288
How to Write Twitter Posts 288
THE EVOLUTION OF THE PRESS RELEASE 290Standard Release Format 290
Search Engine Optimized Releases 291
Social Media Release 292
How to Write a Social Media Release 292
CREATING AN ONLINE NEWSROOM 298What to Include in Your Online Newsroom 299
Online Newsrooms to Study 301
KEY TERMS 303Glossary 305Index 317
DEVELOPING AN ISSUE STATEMENT 25RESEARCHING THE TOPIC 28Evaluating Internet Resources 30
ANALYZING THE TARGET AUDIENCE 32Conducting Target Audience Research 32
AUDIENCE DEFINITION WORKSHEET 38Anticipating Audience Expectations 39
SETTING OBJECTIVES 39EVALUATION 40TIMELINE 41BUDGETING 41Constructing a Basic Budget 43
Do You Need a Contract? 44
KEY TERMS 45CHAPTER 4 Choosing the Right Message and Medium 46THE PROCESS OF PERSUASION 48ELABORATION LIKELIHOOD MODEL 50Things to Note about the Elaboration Likelihood Model 50
Practical Advice for the Persuader 51
PERSUASIVE STRATEGIES 51Compliance Strategies 52
Argument Strategies 53
CHOOSING THE APPROPRIATE MEDIUM OR MEDIA 56Advantages and Disadvantages of Media Selections 58
NEGOTIATING MEDIA BUYS 61Evaluating Your Media Buys 65
LEARNING TO ADAPT 65KEY TERMS 66CHAPTER 5 Media Relations and Placement 67WHAT IS NEWS? 68WORKING WITH THE MEDIA 69Get to Know Journalists’ Jobs 69
Get to Know Journalists as People 69
Guidelines for Dealing with the Media 70
Guidelines for Interviews 71
Guidelines for Correcting Errors 73
MEDIA PLACEMENT 73Deciding Where to Place Your Message 73
Getting Your Message to the Media 76
Fitting Your Information to Your Outlet 77
PRESS KITS 80Cooperation Is the Key 83
KEY TERMS 83CHAPTER 6 News Releases and Backgrounders 84WHAT IS A NEWS RELEASE? 85WRITING A NEWS RELEASE 86The Lead 86
Quotations and Attributions 88
Local Interest 90
NEWS RELEASE FORMAT 91Timing and Dating Releases 93
Datelines 93
Exclusives and Specials 94
TYPES OF NEWS RELEASES 94Product Releases 94
Event Announcements 104
Personnel Releases 104
Tips/Hints Releases 104
WRITING NEWS RELEASES FOR BROADCAST 109PITCH LETTERS AND MEDIA ADVISORIES 112Pitch Letters 112
Media Advisories 113
BACKGROUNDERS 117FACT SHEETS 118KEY TERMS 124CHAPTER 7 Design, Printing, and Desktop Publishing 125DESIGN: WHAT IT IS AND WHY IT MIGHT BE GREEK TO YOU 126DESIGNING PUBLIC RELATIONS MATERIALS 127PRINCIPLES OF DESIGN 130Balance 130
Proportion 131
Sequence and Emphasis 133
Unity 137
Grids 140
Alignment 140
Type and Typefaces 142
WORKING WITH PROFESSIONAL PRINTERS 146Printing Processes 146
Paper Choice 148
Ink Choice 151
Binding 152
Swipe Files 153
Computer Layout Preparation for Printing 153
Print Order Preparation 154
A WORD ON DESKTOP PUBLISHING 155PRINT SCHEDULING AND BUDGETING 157Scheduling 157
Budgeting 158
KEY TERMS 160CHAPTER 8 Controlled Publications 161NEWSLETTERS 162Types of Newsletters 162
Why a Newsletter? 163
Content 166
Objectives 167
Scheduling and Budgeting 167
Articles 167
Story Ideas 169
Researching Stories 171
Design Considerations 171
Style Sheets 172
MAGAZINES 172Content and Format 175
Types of Articles 176
TRADE JOURNALS 177FEATURE WRITING FOR NEWSLETTERS AND MAGAZINES 177Feature Style 178
Writing the Feature Story 181
Common Types of Features 187
EDITORIAL CONSIDERATIONS FOR DISPLAY COPY 188Writing Headlines 188
Writing Subheads and Crossheads 194
Writing Captions 194
Writing Pull Quotes 194
EDITING YOUR ARTICLES 195EVALUATION 196Methods of Evaluation 196
Evaluating Your Production Schedule 196
BROCHURES 205Planning Your Brochure 205
Fitting It All Together 208
OTHER INFORMATION PIECES 219Flyers 219
Posters 221
Booklets and Hybrids 223
ANNUAL REPORTS 226Audiences 228
Contents 228
Writing for Annual Reports 230
The Nonprofit Annual Report 232
KEY TERMS 236CHAPTER 9 Television and Radio 237REACHING BROADCAST AUDIENCES 238Video News Releases 238
Radio and Television Tapes and Actualities 240
Interviews and Talk Shows 240
Corporate Advertising and Public Service Announcements 240
WRITING FOR TELEVISION 241Basic Concepts 241
Writing for the Eye 243
Television Scripts 243
WRITING FOR RADIO 256Types of Radio Announcements 257
How to Get Your Public Service Announcements on the Air 259
KEY TERMS 263CHAPTER 10 Speeches and Presentations 264TYPES OF SPEECHES 265MODES OF DELIVERY 265PREPARATION AND WRITING 266Specifying Your Purpose 266
Analyzing Your Audience 266
Organizing Your Speech 267
Supporting Your Ideas 270
DELIVERY 270THE QUESTION-AND-ANSWER SESSION 271PRESENTATION MATERIALS 271Preparing Audiovisual Materials 272
Scripting for Audiovisuals 274
KEY TERMS 276CHAPTER 11 Writing for Web and Social Media 277THE CHANGING LANDSCAPE 278A Quick Word about Writing for Web Sites 279
OK, Let’s Get on with Web 2.0 281
BLOGS AND BLOGGING 282What to Blog About 283
Writing Blog Posts 284
How to Write Comments on Blogs 285
Micro-Blogging and Twitter 288
How to Write Twitter Posts 288
THE EVOLUTION OF THE PRESS RELEASE 290Standard Release Format 290
Search Engine Optimized Releases 291
Social Media Release 292
How to Write a Social Media Release 292
CREATING AN ONLINE NEWSROOM 298What to Include in Your Online Newsroom 299
Online Newsrooms to Study 301
KEY TERMS 303Glossary 305Index 317
Evaluating Internet Resources 30
ANALYZING THE TARGET AUDIENCE 32Conducting Target Audience Research 32
AUDIENCE DEFINITION WORKSHEET 38Anticipating Audience Expectations 39
SETTING OBJECTIVES 39EVALUATION 40TIMELINE 41BUDGETING 41Constructing a Basic Budget 43
Do You Need a Contract? 44
KEY TERMS 45CHAPTER 4 Choosing the Right Message and Medium 46THE PROCESS OF PERSUASION 48ELABORATION LIKELIHOOD MODEL 50Things to Note about the Elaboration Likelihood Model 50
Practical Advice for the Persuader 51
PERSUASIVE STRATEGIES 51Compliance Strategies 52
Argument Strategies 53
CHOOSING THE APPROPRIATE MEDIUM OR MEDIA 56Advantages and Disadvantages of Media Selections 58
NEGOTIATING MEDIA BUYS 61Evaluating Your Media Buys 65
LEARNING TO ADAPT 65KEY TERMS 66CHAPTER 5 Media Relations and Placement 67WHAT IS NEWS? 68WORKING WITH THE MEDIA 69Get to Know Journalists’ Jobs 69
Get to Know Journalists as People 69
Guidelines for Dealing with the Media 70
Guidelines for Interviews 71
Guidelines for Correcting Errors 73
MEDIA PLACEMENT 73Deciding Where to Place Your Message 73
Getting Your Message to the Media 76
Fitting Your Information to Your Outlet 77
PRESS KITS 80Cooperation Is the Key 83
KEY TERMS 83CHAPTER 6 News Releases and Backgrounders 84WHAT IS A NEWS RELEASE? 85WRITING A NEWS RELEASE 86The Lead 86
Quotations and Attributions 88
Local Interest 90
NEWS RELEASE FORMAT 91Timing and Dating Releases 93
Datelines 93
Exclusives and Specials 94
TYPES OF NEWS RELEASES 94Product Releases 94
Event Announcements 104
Personnel Releases 104
Tips/Hints Releases 104
WRITING NEWS RELEASES FOR BROADCAST 109PITCH LETTERS AND MEDIA ADVISORIES 112Pitch Letters 112
Media Advisories 113
BACKGROUNDERS 117FACT SHEETS 118KEY TERMS 124CHAPTER 7 Design, Printing, and Desktop Publishing 125DESIGN: WHAT IT IS AND WHY IT MIGHT BE GREEK TO YOU 126DESIGNING PUBLIC RELATIONS MATERIALS 127PRINCIPLES OF DESIGN 130Balance 130
Proportion 131
Sequence and Emphasis 133
Unity 137
Grids 140
Alignment 140
Type and Typefaces 142
WORKING WITH PROFESSIONAL PRINTERS 146Printing Processes 146
Paper Choice 148
Ink Choice 151
Binding 152
Swipe Files 153
Computer Layout Preparation for Printing 153
Print Order Preparation 154
A WORD ON DESKTOP PUBLISHING 155PRINT SCHEDULING AND BUDGETING 157Scheduling 157
Budgeting 158
KEY TERMS 160CHAPTER 8 Controlled Publications 161NEWSLETTERS 162Types of Newsletters 162
Why a Newsletter? 163
Content 166
Objectives 167
Scheduling and Budgeting 167
Articles 167
Story Ideas 169
Researching Stories 171
Design Considerations 171
Style Sheets 172
MAGAZINES 172Content and Format 175
Types of Articles 176
TRADE JOURNALS 177FEATURE WRITING FOR NEWSLETTERS AND MAGAZINES 177Feature Style 178
Writing the Feature Story 181
Common Types of Features 187
EDITORIAL CONSIDERATIONS FOR DISPLAY COPY 188Writing Headlines 188
Writing Subheads and Crossheads 194
Writing Captions 194
Writing Pull Quotes 194
EDITING YOUR ARTICLES 195EVALUATION 196Methods of Evaluation 196
Evaluating Your Production Schedule 196
BROCHURES 205Planning Your Brochure 205
Fitting It All Together 208
OTHER INFORMATION PIECES 219Flyers 219
Posters 221
Booklets and Hybrids 223
ANNUAL REPORTS 226Audiences 228
Contents 228
Writing for Annual Reports 230
The Nonprofit Annual Report 232
KEY TERMS 236CHAPTER 9 Television and Radio 237REACHING BROADCAST AUDIENCES 238Video News Releases 238
Radio and Television Tapes and Actualities 240
Interviews and Talk Shows 240
Corporate Advertising and Public Service Announcements 240
WRITING FOR TELEVISION 241Basic Concepts 241
Writing for the Eye 243
Television Scripts 243
WRITING FOR RADIO 256Types of Radio Announcements 257
How to Get Your Public Service Announcements on the Air 259
KEY TERMS 263CHAPTER 10 Speeches and Presentations 264TYPES OF SPEECHES 265MODES OF DELIVERY 265PREPARATION AND WRITING 266Specifying Your Purpose 266
Analyzing Your Audience 266
Organizing Your Speech 267
Supporting Your Ideas 270
DELIVERY 270THE QUESTION-AND-ANSWER SESSION 271PRESENTATION MATERIALS 271Preparing Audiovisual Materials 272
Scripting for Audiovisuals 274
KEY TERMS 276CHAPTER 11 Writing for Web and Social Media 277THE CHANGING LANDSCAPE 278A Quick Word about Writing for Web Sites 279
OK, Let’s Get on with Web 2.0 281
BLOGS AND BLOGGING 282What to Blog About 283
Writing Blog Posts 284
How to Write Comments on Blogs 285
Micro-Blogging and Twitter 288
How to Write Twitter Posts 288
THE EVOLUTION OF THE PRESS RELEASE 290Standard Release Format 290
Search Engine Optimized Releases 291
Social Media Release 292
How to Write a Social Media Release 292
CREATING AN ONLINE NEWSROOM 298What to Include in Your Online Newsroom 299
Online Newsrooms to Study 301
KEY TERMS 303Glossary 305Index 317
Conducting Target Audience Research 32
Anticipating Audience Expectations 39
SETTING OBJECTIVES 39EVALUATION 40TIMELINE 41BUDGETING 41Constructing a Basic Budget 43
Do You Need a Contract? 44
KEY TERMS 45CHAPTER 4 Choosing the Right Message and Medium 46THE PROCESS OF PERSUASION 48ELABORATION LIKELIHOOD MODEL 50Things to Note about the Elaboration Likelihood Model 50
Practical Advice for the Persuader 51
PERSUASIVE STRATEGIES 51Compliance Strategies 52
Argument Strategies 53
CHOOSING THE APPROPRIATE MEDIUM OR MEDIA 56Advantages and Disadvantages of Media Selections 58
NEGOTIATING MEDIA BUYS 61Evaluating Your Media Buys 65
LEARNING TO ADAPT 65KEY TERMS 66CHAPTER 5 Media Relations and Placement 67WHAT IS NEWS? 68WORKING WITH THE MEDIA 69Get to Know Journalists’ Jobs 69
Get to Know Journalists as People 69
Guidelines for Dealing with the Media 70
Guidelines for Interviews 71
Guidelines for Correcting Errors 73
MEDIA PLACEMENT 73Deciding Where to Place Your Message 73
Getting Your Message to the Media 76
Fitting Your Information to Your Outlet 77
PRESS KITS 80Cooperation Is the Key 83
KEY TERMS 83CHAPTER 6 News Releases and Backgrounders 84WHAT IS A NEWS RELEASE? 85WRITING A NEWS RELEASE 86The Lead 86
Quotations and Attributions 88
Local Interest 90
NEWS RELEASE FORMAT 91Timing and Dating Releases 93
Datelines 93
Exclusives and Specials 94
TYPES OF NEWS RELEASES 94Product Releases 94
Event Announcements 104
Personnel Releases 104
Tips/Hints Releases 104
WRITING NEWS RELEASES FOR BROADCAST 109PITCH LETTERS AND MEDIA ADVISORIES 112Pitch Letters 112
Media Advisories 113
BACKGROUNDERS 117FACT SHEETS 118KEY TERMS 124CHAPTER 7 Design, Printing, and Desktop Publishing 125DESIGN: WHAT IT IS AND WHY IT MIGHT BE GREEK TO YOU 126DESIGNING PUBLIC RELATIONS MATERIALS 127PRINCIPLES OF DESIGN 130Balance 130
Proportion 131
Sequence and Emphasis 133
Unity 137
Grids 140
Alignment 140
Type and Typefaces 142
WORKING WITH PROFESSIONAL PRINTERS 146Printing Processes 146
Paper Choice 148
Ink Choice 151
Binding 152
Swipe Files 153
Computer Layout Preparation for Printing 153
Print Order Preparation 154
A WORD ON DESKTOP PUBLISHING 155PRINT SCHEDULING AND BUDGETING 157Scheduling 157
Budgeting 158
KEY TERMS 160CHAPTER 8 Controlled Publications 161NEWSLETTERS 162Types of Newsletters 162
Why a Newsletter? 163
Content 166
Objectives 167
Scheduling and Budgeting 167
Articles 167
Story Ideas 169
Researching Stories 171
Design Considerations 171
Style Sheets 172
MAGAZINES 172Content and Format 175
Types of Articles 176
TRADE JOURNALS 177FEATURE WRITING FOR NEWSLETTERS AND MAGAZINES 177Feature Style 178
Writing the Feature Story 181
Common Types of Features 187
EDITORIAL CONSIDERATIONS FOR DISPLAY COPY 188Writing Headlines 188
Writing Subheads and Crossheads 194
Writing Captions 194
Writing Pull Quotes 194
EDITING YOUR ARTICLES 195EVALUATION 196Methods of Evaluation 196
Evaluating Your Production Schedule 196
BROCHURES 205Planning Your Brochure 205
Fitting It All Together 208
OTHER INFORMATION PIECES 219Flyers 219
Posters 221
Booklets and Hybrids 223
ANNUAL REPORTS 226Audiences 228
Contents 228
Writing for Annual Reports 230
The Nonprofit Annual Report 232
KEY TERMS 236CHAPTER 9 Television and Radio 237REACHING BROADCAST AUDIENCES 238Video News Releases 238
Radio and Television Tapes and Actualities 240
Interviews and Talk Shows 240
Corporate Advertising and Public Service Announcements 240
WRITING FOR TELEVISION 241Basic Concepts 241
Writing for the Eye 243
Television Scripts 243
WRITING FOR RADIO 256Types of Radio Announcements 257
How to Get Your Public Service Announcements on the Air 259
KEY TERMS 263CHAPTER 10 Speeches and Presentations 264TYPES OF SPEECHES 265MODES OF DELIVERY 265PREPARATION AND WRITING 266Specifying Your Purpose 266
Analyzing Your Audience 266
Organizing Your Speech 267
Supporting Your Ideas 270
DELIVERY 270THE QUESTION-AND-ANSWER SESSION 271PRESENTATION MATERIALS 271Preparing Audiovisual Materials 272
Scripting for Audiovisuals 274
KEY TERMS 276CHAPTER 11 Writing for Web and Social Media 277THE CHANGING LANDSCAPE 278A Quick Word about Writing for Web Sites 279
OK, Let’s Get on with Web 2.0 281
BLOGS AND BLOGGING 282What to Blog About 283
Writing Blog Posts 284
How to Write Comments on Blogs 285
Micro-Blogging and Twitter 288
How to Write Twitter Posts 288
THE EVOLUTION OF THE PRESS RELEASE 290Standard Release Format 290
Search Engine Optimized Releases 291
Social Media Release 292
How to Write a Social Media Release 292
CREATING AN ONLINE NEWSROOM 298What to Include in Your Online Newsroom 299
Online Newsrooms to Study 301
KEY TERMS 303Glossary 305Index 317
TIMELINE 41BUDGETING 41Constructing a Basic Budget 43
Do You Need a Contract? 44
KEY TERMS 45CHAPTER 4 Choosing the Right Message and Medium 46THE PROCESS OF PERSUASION 48ELABORATION LIKELIHOOD MODEL 50Things to Note about the Elaboration Likelihood Model 50
Practical Advice for the Persuader 51
PERSUASIVE STRATEGIES 51Compliance Strategies 52
Argument Strategies 53
CHOOSING THE APPROPRIATE MEDIUM OR MEDIA 56Advantages and Disadvantages of Media Selections 58
NEGOTIATING MEDIA BUYS 61Evaluating Your Media Buys 65
LEARNING TO ADAPT 65KEY TERMS 66CHAPTER 5 Media Relations and Placement 67WHAT IS NEWS? 68WORKING WITH THE MEDIA 69Get to Know Journalists’ Jobs 69
Get to Know Journalists as People 69
Guidelines for Dealing with the Media 70
Guidelines for Interviews 71
Guidelines for Correcting Errors 73
MEDIA PLACEMENT 73Deciding Where to Place Your Message 73
Getting Your Message to the Media 76
Fitting Your Information to Your Outlet 77
PRESS KITS 80Cooperation Is the Key 83
KEY TERMS 83CHAPTER 6 News Releases and Backgrounders 84WHAT IS A NEWS RELEASE? 85WRITING A NEWS RELEASE 86The Lead 86
Quotations and Attributions 88
Local Interest 90
NEWS RELEASE FORMAT 91Timing and Dating Releases 93
Datelines 93
Exclusives and Specials 94
TYPES OF NEWS RELEASES 94Product Releases 94
Event Announcements 104
Personnel Releases 104
Tips/Hints Releases 104
WRITING NEWS RELEASES FOR BROADCAST 109PITCH LETTERS AND MEDIA ADVISORIES 112Pitch Letters 112
Media Advisories 113
BACKGROUNDERS 117FACT SHEETS 118KEY TERMS 124CHAPTER 7 Design, Printing, and Desktop Publishing 125DESIGN: WHAT IT IS AND WHY IT MIGHT BE GREEK TO YOU 126DESIGNING PUBLIC RELATIONS MATERIALS 127PRINCIPLES OF DESIGN 130Balance 130
Proportion 131
Sequence and Emphasis 133
Unity 137
Grids 140
Alignment 140
Type and Typefaces 142
WORKING WITH PROFESSIONAL PRINTERS 146Printing Processes 146
Paper Choice 148
Ink Choice 151
Binding 152
Swipe Files 153
Computer Layout Preparation for Printing 153
Print Order Preparation 154
A WORD ON DESKTOP PUBLISHING 155PRINT SCHEDULING AND BUDGETING 157Scheduling 157
Budgeting 158
KEY TERMS 160CHAPTER 8 Controlled Publications 161NEWSLETTERS 162Types of Newsletters 162
Why a Newsletter? 163
Content 166
Objectives 167
Scheduling and Budgeting 167
Articles 167
Story Ideas 169
Researching Stories 171
Design Considerations 171
Style Sheets 172
MAGAZINES 172Content and Format 175
Types of Articles 176
TRADE JOURNALS 177FEATURE WRITING FOR NEWSLETTERS AND MAGAZINES 177Feature Style 178
Writing the Feature Story 181
Common Types of Features 187
EDITORIAL CONSIDERATIONS FOR DISPLAY COPY 188Writing Headlines 188
Writing Subheads and Crossheads 194
Writing Captions 194
Writing Pull Quotes 194
EDITING YOUR ARTICLES 195EVALUATION 196Methods of Evaluation 196
Evaluating Your Production Schedule 196
BROCHURES 205Planning Your Brochure 205
Fitting It All Together 208
OTHER INFORMATION PIECES 219Flyers 219
Posters 221
Booklets and Hybrids 223
ANNUAL REPORTS 226Audiences 228
Contents 228
Writing for Annual Reports 230
The Nonprofit Annual Report 232
KEY TERMS 236CHAPTER 9 Television and Radio 237REACHING BROADCAST AUDIENCES 238Video News Releases 238
Radio and Television Tapes and Actualities 240
Interviews and Talk Shows 240
Corporate Advertising and Public Service Announcements 240
WRITING FOR TELEVISION 241Basic Concepts 241
Writing for the Eye 243
Television Scripts 243
WRITING FOR RADIO 256Types of Radio Announcements 257
How to Get Your Public Service Announcements on the Air 259
KEY TERMS 263CHAPTER 10 Speeches and Presentations 264TYPES OF SPEECHES 265MODES OF DELIVERY 265PREPARATION AND WRITING 266Specifying Your Purpose 266
Analyzing Your Audience 266
Organizing Your Speech 267
Supporting Your Ideas 270
DELIVERY 270THE QUESTION-AND-ANSWER SESSION 271PRESENTATION MATERIALS 271Preparing Audiovisual Materials 272
Scripting for Audiovisuals 274
KEY TERMS 276CHAPTER 11 Writing for Web and Social Media 277THE CHANGING LANDSCAPE 278A Quick Word about Writing for Web Sites 279
OK, Let’s Get on with Web 2.0 281
BLOGS AND BLOGGING 282What to Blog About 283
Writing Blog Posts 284
How to Write Comments on Blogs 285
Micro-Blogging and Twitter 288
How to Write Twitter Posts 288
THE EVOLUTION OF THE PRESS RELEASE 290Standard Release Format 290
Search Engine Optimized Releases 291
Social Media Release 292
How to Write a Social Media Release 292
CREATING AN ONLINE NEWSROOM 298What to Include in Your Online Newsroom 299
Online Newsrooms to Study 301
KEY TERMS 303Glossary 305Index 317
Constructing a Basic Budget 43
Do You Need a Contract? 44
KEY TERMS 45CHAPTER 4 Choosing the Right Message and Medium 46THE PROCESS OF PERSUASION 48ELABORATION LIKELIHOOD MODEL 50Things to Note about the Elaboration Likelihood Model 50
Practical Advice for the Persuader 51
PERSUASIVE STRATEGIES 51Compliance Strategies 52
Argument Strategies 53
CHOOSING THE APPROPRIATE MEDIUM OR MEDIA 56Advantages and Disadvantages of Media Selections 58
NEGOTIATING MEDIA BUYS 61Evaluating Your Media Buys 65
LEARNING TO ADAPT 65KEY TERMS 66CHAPTER 5 Media Relations and Placement 67WHAT IS NEWS? 68WORKING WITH THE MEDIA 69Get to Know Journalists’ Jobs 69
Get to Know Journalists as People 69
Guidelines for Dealing with the Media 70
Guidelines for Interviews 71
Guidelines for Correcting Errors 73
MEDIA PLACEMENT 73Deciding Where to Place Your Message 73
Getting Your Message to the Media 76
Fitting Your Information to Your Outlet 77
PRESS KITS 80Cooperation Is the Key 83
KEY TERMS 83CHAPTER 6 News Releases and Backgrounders 84WHAT IS A NEWS RELEASE? 85WRITING A NEWS RELEASE 86The Lead 86
Quotations and Attributions 88
Local Interest 90
NEWS RELEASE FORMAT 91Timing and Dating Releases 93
Datelines 93
Exclusives and Specials 94
TYPES OF NEWS RELEASES 94Product Releases 94
Event Announcements 104
Personnel Releases 104
Tips/Hints Releases 104
WRITING NEWS RELEASES FOR BROADCAST 109PITCH LETTERS AND MEDIA ADVISORIES 112Pitch Letters 112
Media Advisories 113
BACKGROUNDERS 117FACT SHEETS 118KEY TERMS 124CHAPTER 7 Design, Printing, and Desktop Publishing 125DESIGN: WHAT IT IS AND WHY IT MIGHT BE GREEK TO YOU 126DESIGNING PUBLIC RELATIONS MATERIALS 127PRINCIPLES OF DESIGN 130Balance 130
Proportion 131
Sequence and Emphasis 133
Unity 137
Grids 140
Alignment 140
Type and Typefaces 142
WORKING WITH PROFESSIONAL PRINTERS 146Printing Processes 146
Paper Choice 148
Ink Choice 151
Binding 152
Swipe Files 153
Computer Layout Preparation for Printing 153
Print Order Preparation 154
A WORD ON DESKTOP PUBLISHING 155PRINT SCHEDULING AND BUDGETING 157Scheduling 157
Budgeting 158
KEY TERMS 160CHAPTER 8 Controlled Publications 161NEWSLETTERS 162Types of Newsletters 162
Why a Newsletter? 163
Content 166
Objectives 167
Scheduling and Budgeting 167
Articles 167
Story Ideas 169
Researching Stories 171
Design Considerations 171
Style Sheets 172
MAGAZINES 172Content and Format 175
Types of Articles 176
TRADE JOURNALS 177FEATURE WRITING FOR NEWSLETTERS AND MAGAZINES 177Feature Style 178
Writing the Feature Story 181
Common Types of Features 187
EDITORIAL CONSIDERATIONS FOR DISPLAY COPY 188Writing Headlines 188
Writing Subheads and Crossheads 194
Writing Captions 194
Writing Pull Quotes 194
EDITING YOUR ARTICLES 195EVALUATION 196Methods of Evaluation 196
Evaluating Your Production Schedule 196
BROCHURES 205Planning Your Brochure 205
Fitting It All Together 208
OTHER INFORMATION PIECES 219Flyers 219
Posters 221
Booklets and Hybrids 223
ANNUAL REPORTS 226Audiences 228
Contents 228
Writing for Annual Reports 230
The Nonprofit Annual Report 232
KEY TERMS 236CHAPTER 9 Television and Radio 237REACHING BROADCAST AUDIENCES 238Video News Releases 238
Radio and Television Tapes and Actualities 240
Interviews and Talk Shows 240
Corporate Advertising and Public Service Announcements 240
WRITING FOR TELEVISION 241Basic Concepts 241
Writing for the Eye 243
Television Scripts 243
WRITING FOR RADIO 256Types of Radio Announcements 257
How to Get Your Public Service Announcements on the Air 259
KEY TERMS 263CHAPTER 10 Speeches and Presentations 264TYPES OF SPEECHES 265MODES OF DELIVERY 265PREPARATION AND WRITING 266Specifying Your Purpose 266
Analyzing Your Audience 266
Organizing Your Speech 267
Supporting Your Ideas 270
DELIVERY 270THE QUESTION-AND-ANSWER SESSION 271PRESENTATION MATERIALS 271Preparing Audiovisual Materials 272
Scripting for Audiovisuals 274
KEY TERMS 276CHAPTER 11 Writing for Web and Social Media 277THE CHANGING LANDSCAPE 278A Quick Word about Writing for Web Sites 279
OK, Let’s Get on with Web 2.0 281
BLOGS AND BLOGGING 282What to Blog About 283
Writing Blog Posts 284
How to Write Comments on Blogs 285
Micro-Blogging and Twitter 288
How to Write Twitter Posts 288
THE EVOLUTION OF THE PRESS RELEASE 290Standard Release Format 290
Search Engine Optimized Releases 291
Social Media Release 292
How to Write a Social Media Release 292
CREATING AN ONLINE NEWSROOM 298What to Include in Your Online Newsroom 299
Online Newsrooms to Study 301
KEY TERMS 303Glossary 305Index 317
THE PROCESS OF PERSUASION 48ELABORATION LIKELIHOOD MODEL 50Things to Note about the Elaboration Likelihood Model 50
Practical Advice for the Persuader 51
PERSUASIVE STRATEGIES 51Compliance Strategies 52
Argument Strategies 53
CHOOSING THE APPROPRIATE MEDIUM OR MEDIA 56Advantages and Disadvantages of Media Selections 58
NEGOTIATING MEDIA BUYS 61Evaluating Your Media Buys 65
LEARNING TO ADAPT 65KEY TERMS 66CHAPTER 5 Media Relations and Placement 67WHAT IS NEWS? 68WORKING WITH THE MEDIA 69Get to Know Journalists’ Jobs 69
Get to Know Journalists as People 69
Guidelines for Dealing with the Media 70
Guidelines for Interviews 71
Guidelines for Correcting Errors 73
MEDIA PLACEMENT 73Deciding Where to Place Your Message 73
Getting Your Message to the Media 76
Fitting Your Information to Your Outlet 77
PRESS KITS 80Cooperation Is the Key 83
KEY TERMS 83CHAPTER 6 News Releases and Backgrounders 84WHAT IS A NEWS RELEASE? 85WRITING A NEWS RELEASE 86The Lead 86
Quotations and Attributions 88
Local Interest 90
NEWS RELEASE FORMAT 91Timing and Dating Releases 93
Datelines 93
Exclusives and Specials 94
TYPES OF NEWS RELEASES 94Product Releases 94
Event Announcements 104
Personnel Releases 104
Tips/Hints Releases 104
WRITING NEWS RELEASES FOR BROADCAST 109PITCH LETTERS AND MEDIA ADVISORIES 112Pitch Letters 112
Media Advisories 113
BACKGROUNDERS 117FACT SHEETS 118KEY TERMS 124CHAPTER 7 Design, Printing, and Desktop Publishing 125DESIGN: WHAT IT IS AND WHY IT MIGHT BE GREEK TO YOU 126DESIGNING PUBLIC RELATIONS MATERIALS 127PRINCIPLES OF DESIGN 130Balance 130
Proportion 131
Sequence and Emphasis 133
Unity 137
Grids 140
Alignment 140
Type and Typefaces 142
WORKING WITH PROFESSIONAL PRINTERS 146Printing Processes 146
Paper Choice 148
Ink Choice 151
Binding 152
Swipe Files 153
Computer Layout Preparation for Printing 153
Print Order Preparation 154
A WORD ON DESKTOP PUBLISHING 155PRINT SCHEDULING AND BUDGETING 157Scheduling 157
Budgeting 158
KEY TERMS 160CHAPTER 8 Controlled Publications 161NEWSLETTERS 162Types of Newsletters 162
Why a Newsletter? 163
Content 166
Objectives 167
Scheduling and Budgeting 167
Articles 167
Story Ideas 169
Researching Stories 171
Design Considerations 171
Style Sheets 172
MAGAZINES 172Content and Format 175
Types of Articles 176
TRADE JOURNALS 177FEATURE WRITING FOR NEWSLETTERS AND MAGAZINES 177Feature Style 178
Writing the Feature Story 181
Common Types of Features 187
EDITORIAL CONSIDERATIONS FOR DISPLAY COPY 188Writing Headlines 188
Writing Subheads and Crossheads 194
Writing Captions 194
Writing Pull Quotes 194
EDITING YOUR ARTICLES 195EVALUATION 196Methods of Evaluation 196
Evaluating Your Production Schedule 196
BROCHURES 205Planning Your Brochure 205
Fitting It All Together 208
OTHER INFORMATION PIECES 219Flyers 219
Posters 221
Booklets and Hybrids 223
ANNUAL REPORTS 226Audiences 228
Contents 228
Writing for Annual Reports 230
The Nonprofit Annual Report 232
KEY TERMS 236CHAPTER 9 Television and Radio 237REACHING BROADCAST AUDIENCES 238Video News Releases 238
Radio and Television Tapes and Actualities 240
Interviews and Talk Shows 240
Corporate Advertising and Public Service Announcements 240
WRITING FOR TELEVISION 241Basic Concepts 241
Writing for the Eye 243
Television Scripts 243
WRITING FOR RADIO 256Types of Radio Announcements 257
How to Get Your Public Service Announcements on the Air 259
KEY TERMS 263CHAPTER 10 Speeches and Presentations 264TYPES OF SPEECHES 265MODES OF DELIVERY 265PREPARATION AND WRITING 266Specifying Your Purpose 266
Analyzing Your Audience 266
Organizing Your Speech 267
Supporting Your Ideas 270
DELIVERY 270THE QUESTION-AND-ANSWER SESSION 271PRESENTATION MATERIALS 271Preparing Audiovisual Materials 272
Scripting for Audiovisuals 274
KEY TERMS 276CHAPTER 11 Writing for Web and Social Media 277THE CHANGING LANDSCAPE 278A Quick Word about Writing for Web Sites 279
OK, Let’s Get on with Web 2.0 281
BLOGS AND BLOGGING 282What to Blog About 283
Writing Blog Posts 284
How to Write Comments on Blogs 285
Micro-Blogging and Twitter 288
How to Write Twitter Posts 288
THE EVOLUTION OF THE PRESS RELEASE 290Standard Release Format 290
Search Engine Optimized Releases 291
Social Media Release 292
How to Write a Social Media Release 292
CREATING AN ONLINE NEWSROOM 298What to Include in Your Online Newsroom 299
Online Newsrooms to Study 301
KEY TERMS 303Glossary 305Index 317
Things to Note about the Elaboration Likelihood Model 50
Practical Advice for the Persuader 51
PERSUASIVE STRATEGIES 51Compliance Strategies 52
Argument Strategies 53
CHOOSING THE APPROPRIATE MEDIUM OR MEDIA 56Advantages and Disadvantages of Media Selections 58
NEGOTIATING MEDIA BUYS 61Evaluating Your Media Buys 65
LEARNING TO ADAPT 65KEY TERMS 66CHAPTER 5 Media Relations and Placement 67WHAT IS NEWS? 68WORKING WITH THE MEDIA 69Get to Know Journalists’ Jobs 69
Get to Know Journalists as People 69
Guidelines for Dealing with the Media 70
Guidelines for Interviews 71
Guidelines for Correcting Errors 73
MEDIA PLACEMENT 73Deciding Where to Place Your Message 73
Getting Your Message to the Media 76
Fitting Your Information to Your Outlet 77
PRESS KITS 80Cooperation Is the Key 83
KEY TERMS 83CHAPTER 6 News Releases and Backgrounders 84WHAT IS A NEWS RELEASE? 85WRITING A NEWS RELEASE 86The Lead 86
Quotations and Attributions 88
Local Interest 90
NEWS RELEASE FORMAT 91Timing and Dating Releases 93
Datelines 93
Exclusives and Specials 94
TYPES OF NEWS RELEASES 94Product Releases 94
Event Announcements 104
Personnel Releases 104
Tips/Hints Releases 104
WRITING NEWS RELEASES FOR BROADCAST 109PITCH LETTERS AND MEDIA ADVISORIES 112Pitch Letters 112
Media Advisories 113
BACKGROUNDERS 117FACT SHEETS 118KEY TERMS 124CHAPTER 7 Design, Printing, and Desktop Publishing 125DESIGN: WHAT IT IS AND WHY IT MIGHT BE GREEK TO YOU 126DESIGNING PUBLIC RELATIONS MATERIALS 127PRINCIPLES OF DESIGN 130Balance 130
Proportion 131
Sequence and Emphasis 133
Unity 137
Grids 140
Alignment 140
Type and Typefaces 142
WORKING WITH PROFESSIONAL PRINTERS 146Printing Processes 146
Paper Choice 148
Ink Choice 151
Binding 152
Swipe Files 153
Computer Layout Preparation for Printing 153
Print Order Preparation 154
A WORD ON DESKTOP PUBLISHING 155PRINT SCHEDULING AND BUDGETING 157Scheduling 157
Budgeting 158
KEY TERMS 160CHAPTER 8 Controlled Publications 161NEWSLETTERS 162Types of Newsletters 162
Why a Newsletter? 163
Content 166
Objectives 167
Scheduling and Budgeting 167
Articles 167
Story Ideas 169
Researching Stories 171
Design Considerations 171
Style Sheets 172
MAGAZINES 172Content and Format 175
Types of Articles 176
TRADE JOURNALS 177FEATURE WRITING FOR NEWSLETTERS AND MAGAZINES 177Feature Style 178
Writing the Feature Story 181
Common Types of Features 187
EDITORIAL CONSIDERATIONS FOR DISPLAY COPY 188Writing Headlines 188
Writing Subheads and Crossheads 194
Writing Captions 194
Writing Pull Quotes 194
EDITING YOUR ARTICLES 195EVALUATION 196Methods of Evaluation 196
Evaluating Your Production Schedule 196
BROCHURES 205Planning Your Brochure 205
Fitting It All Together 208
OTHER INFORMATION PIECES 219Flyers 219
Posters 221
Booklets and Hybrids 223
ANNUAL REPORTS 226Audiences 228
Contents 228
Writing for Annual Reports 230
The Nonprofit Annual Report 232
KEY TERMS 236CHAPTER 9 Television and Radio 237REACHING BROADCAST AUDIENCES 238Video News Releases 238
Radio and Television Tapes and Actualities 240
Interviews and Talk Shows 240
Corporate Advertising and Public Service Announcements 240
WRITING FOR TELEVISION 241Basic Concepts 241
Writing for the Eye 243
Television Scripts 243
WRITING FOR RADIO 256Types of Radio Announcements 257
How to Get Your Public Service Announcements on the Air 259
KEY TERMS 263CHAPTER 10 Speeches and Presentations 264TYPES OF SPEECHES 265MODES OF DELIVERY 265PREPARATION AND WRITING 266Specifying Your Purpose 266
Analyzing Your Audience 266
Organizing Your Speech 267
Supporting Your Ideas 270
DELIVERY 270THE QUESTION-AND-ANSWER SESSION 271PRESENTATION MATERIALS 271Preparing Audiovisual Materials 272
Scripting for Audiovisuals 274
KEY TERMS 276CHAPTER 11 Writing for Web and Social Media 277THE CHANGING LANDSCAPE 278A Quick Word about Writing for Web Sites 279
OK, Let’s Get on with Web 2.0 281
BLOGS AND BLOGGING 282What to Blog About 283
Writing Blog Posts 284
How to Write Comments on Blogs 285
Micro-Blogging and Twitter 288
How to Write Twitter Posts 288
THE EVOLUTION OF THE PRESS RELEASE 290Standard Release Format 290
Search Engine Optimized Releases 291
Social Media Release 292
How to Write a Social Media Release 292
CREATING AN ONLINE NEWSROOM 298What to Include in Your Online Newsroom 299
Online Newsrooms to Study 301
KEY TERMS 303Glossary 305Index 317
Compliance Strategies 52
Argument Strategies 53
Advantages and Disadvantages of Media Selections 58
NEGOTIATING MEDIA BUYS 61Evaluating Your Media Buys 65
LEARNING TO ADAPT 65KEY TERMS 66CHAPTER 5 Media Relations and Placement 67WHAT IS NEWS? 68WORKING WITH THE MEDIA 69Get to Know Journalists’ Jobs 69
Get to Know Journalists as People 69
Guidelines for Dealing with the Media 70
Guidelines for Interviews 71
Guidelines for Correcting Errors 73
MEDIA PLACEMENT 73Deciding Where to Place Your Message 73
Getting Your Message to the Media 76
Fitting Your Information to Your Outlet 77
PRESS KITS 80Cooperation Is the Key 83
KEY TERMS 83CHAPTER 6 News Releases and Backgrounders 84WHAT IS A NEWS RELEASE? 85WRITING A NEWS RELEASE 86The Lead 86
Quotations and Attributions 88
Local Interest 90
NEWS RELEASE FORMAT 91Timing and Dating Releases 93
Datelines 93
Exclusives and Specials 94
TYPES OF NEWS RELEASES 94Product Releases 94
Event Announcements 104
Personnel Releases 104
Tips/Hints Releases 104
WRITING NEWS RELEASES FOR BROADCAST 109PITCH LETTERS AND MEDIA ADVISORIES 112Pitch Letters 112
Media Advisories 113
BACKGROUNDERS 117FACT SHEETS 118KEY TERMS 124CHAPTER 7 Design, Printing, and Desktop Publishing 125DESIGN: WHAT IT IS AND WHY IT MIGHT BE GREEK TO YOU 126DESIGNING PUBLIC RELATIONS MATERIALS 127PRINCIPLES OF DESIGN 130Balance 130
Proportion 131
Sequence and Emphasis 133
Unity 137
Grids 140
Alignment 140
Type and Typefaces 142
WORKING WITH PROFESSIONAL PRINTERS 146Printing Processes 146
Paper Choice 148
Ink Choice 151
Binding 152
Swipe Files 153
Computer Layout Preparation for Printing 153
Print Order Preparation 154
A WORD ON DESKTOP PUBLISHING 155PRINT SCHEDULING AND BUDGETING 157Scheduling 157
Budgeting 158
KEY TERMS 160CHAPTER 8 Controlled Publications 161NEWSLETTERS 162Types of Newsletters 162
Why a Newsletter? 163
Content 166
Objectives 167
Scheduling and Budgeting 167
Articles 167
Story Ideas 169
Researching Stories 171
Design Considerations 171
Style Sheets 172
MAGAZINES 172Content and Format 175
Types of Articles 176
TRADE JOURNALS 177FEATURE WRITING FOR NEWSLETTERS AND MAGAZINES 177Feature Style 178
Writing the Feature Story 181
Common Types of Features 187
EDITORIAL CONSIDERATIONS FOR DISPLAY COPY 188Writing Headlines 188
Writing Subheads and Crossheads 194
Writing Captions 194
Writing Pull Quotes 194
EDITING YOUR ARTICLES 195EVALUATION 196Methods of Evaluation 196
Evaluating Your Production Schedule 196
BROCHURES 205Planning Your Brochure 205
Fitting It All Together 208
OTHER INFORMATION PIECES 219Flyers 219
Posters 221
Booklets and Hybrids 223
ANNUAL REPORTS 226Audiences 228
Contents 228
Writing for Annual Reports 230
The Nonprofit Annual Report 232
KEY TERMS 236CHAPTER 9 Television and Radio 237REACHING BROADCAST AUDIENCES 238Video News Releases 238
Radio and Television Tapes and Actualities 240
Interviews and Talk Shows 240
Corporate Advertising and Public Service Announcements 240
WRITING FOR TELEVISION 241Basic Concepts 241
Writing for the Eye 243
Television Scripts 243
WRITING FOR RADIO 256Types of Radio Announcements 257
How to Get Your Public Service Announcements on the Air 259
KEY TERMS 263CHAPTER 10 Speeches and Presentations 264TYPES OF SPEECHES 265MODES OF DELIVERY 265PREPARATION AND WRITING 266Specifying Your Purpose 266
Analyzing Your Audience 266
Organizing Your Speech 267
Supporting Your Ideas 270
DELIVERY 270THE QUESTION-AND-ANSWER SESSION 271PRESENTATION MATERIALS 271Preparing Audiovisual Materials 272
Scripting for Audiovisuals 274
KEY TERMS 276CHAPTER 11 Writing for Web and Social Media 277THE CHANGING LANDSCAPE 278A Quick Word about Writing for Web Sites 279
OK, Let’s Get on with Web 2.0 281
BLOGS AND BLOGGING 282What to Blog About 283
Writing Blog Posts 284
How to Write Comments on Blogs 285
Micro-Blogging and Twitter 288
How to Write Twitter Posts 288
THE EVOLUTION OF THE PRESS RELEASE 290Standard Release Format 290
Search Engine Optimized Releases 291
Social Media Release 292
How to Write a Social Media Release 292
CREATING AN ONLINE NEWSROOM 298What to Include in Your Online Newsroom 299
Online Newsrooms to Study 301
KEY TERMS 303Glossary 305Index 317
Evaluating Your Media Buys 65
KEY TERMS 66CHAPTER 5 Media Relations and Placement 67WHAT IS NEWS? 68WORKING WITH THE MEDIA 69Get to Know Journalists’ Jobs 69
Get to Know Journalists as People 69
Guidelines for Dealing with the Media 70
Guidelines for Interviews 71
Guidelines for Correcting Errors 73
MEDIA PLACEMENT 73Deciding Where to Place Your Message 73
Getting Your Message to the Media 76
Fitting Your Information to Your Outlet 77
PRESS KITS 80Cooperation Is the Key 83
KEY TERMS 83CHAPTER 6 News Releases and Backgrounders 84WHAT IS A NEWS RELEASE? 85WRITING A NEWS RELEASE 86The Lead 86
Quotations and Attributions 88
Local Interest 90
NEWS RELEASE FORMAT 91Timing and Dating Releases 93
Datelines 93
Exclusives and Specials 94
TYPES OF NEWS RELEASES 94Product Releases 94
Event Announcements 104
Personnel Releases 104
Tips/Hints Releases 104
WRITING NEWS RELEASES FOR BROADCAST 109PITCH LETTERS AND MEDIA ADVISORIES 112Pitch Letters 112
Media Advisories 113
BACKGROUNDERS 117FACT SHEETS 118KEY TERMS 124CHAPTER 7 Design, Printing, and Desktop Publishing 125DESIGN: WHAT IT IS AND WHY IT MIGHT BE GREEK TO YOU 126DESIGNING PUBLIC RELATIONS MATERIALS 127PRINCIPLES OF DESIGN 130Balance 130
Proportion 131
Sequence and Emphasis 133
Unity 137
Grids 140
Alignment 140
Type and Typefaces 142
WORKING WITH PROFESSIONAL PRINTERS 146Printing Processes 146
Paper Choice 148
Ink Choice 151
Binding 152
Swipe Files 153
Computer Layout Preparation for Printing 153
Print Order Preparation 154
A WORD ON DESKTOP PUBLISHING 155PRINT SCHEDULING AND BUDGETING 157Scheduling 157
Budgeting 158
KEY TERMS 160CHAPTER 8 Controlled Publications 161NEWSLETTERS 162Types of Newsletters 162
Why a Newsletter? 163
Content 166
Objectives 167
Scheduling and Budgeting 167
Articles 167
Story Ideas 169
Researching Stories 171
Design Considerations 171
Style Sheets 172
MAGAZINES 172Content and Format 175
Types of Articles 176
TRADE JOURNALS 177FEATURE WRITING FOR NEWSLETTERS AND MAGAZINES 177Feature Style 178
Writing the Feature Story 181
Common Types of Features 187
EDITORIAL CONSIDERATIONS FOR DISPLAY COPY 188Writing Headlines 188
Writing Subheads and Crossheads 194
Writing Captions 194
Writing Pull Quotes 194
EDITING YOUR ARTICLES 195EVALUATION 196Methods of Evaluation 196
Evaluating Your Production Schedule 196
BROCHURES 205Planning Your Brochure 205
Fitting It All Together 208
OTHER INFORMATION PIECES 219Flyers 219
Posters 221
Booklets and Hybrids 223
ANNUAL REPORTS 226Audiences 228
Contents 228
Writing for Annual Reports 230
The Nonprofit Annual Report 232
KEY TERMS 236CHAPTER 9 Television and Radio 237REACHING BROADCAST AUDIENCES 238Video News Releases 238
Radio and Television Tapes and Actualities 240
Interviews and Talk Shows 240
Corporate Advertising and Public Service Announcements 240
WRITING FOR TELEVISION 241Basic Concepts 241
Writing for the Eye 243
Television Scripts 243
WRITING FOR RADIO 256Types of Radio Announcements 257
How to Get Your Public Service Announcements on the Air 259
KEY TERMS 263CHAPTER 10 Speeches and Presentations 264TYPES OF SPEECHES 265MODES OF DELIVERY 265PREPARATION AND WRITING 266Specifying Your Purpose 266
Analyzing Your Audience 266
Organizing Your Speech 267
Supporting Your Ideas 270
DELIVERY 270THE QUESTION-AND-ANSWER SESSION 271PRESENTATION MATERIALS 271Preparing Audiovisual Materials 272
Scripting for Audiovisuals 274
KEY TERMS 276CHAPTER 11 Writing for Web and Social Media 277THE CHANGING LANDSCAPE 278A Quick Word about Writing for Web Sites 279
OK, Let’s Get on with Web 2.0 281
BLOGS AND BLOGGING 282What to Blog About 283
Writing Blog Posts 284
How to Write Comments on Blogs 285
Micro-Blogging and Twitter 288
How to Write Twitter Posts 288
THE EVOLUTION OF THE PRESS RELEASE 290Standard Release Format 290
Search Engine Optimized Releases 291
Social Media Release 292
How to Write a Social Media Release 292
CREATING AN ONLINE NEWSROOM 298What to Include in Your Online Newsroom 299
Online Newsrooms to Study 301
KEY TERMS 303Glossary 305Index 317
WHAT IS NEWS? 68WORKING WITH THE MEDIA 69Get to Know Journalists’ Jobs 69
Get to Know Journalists as People 69
Guidelines for Dealing with the Media 70
Guidelines for Interviews 71
Guidelines for Correcting Errors 73
MEDIA PLACEMENT 73Deciding Where to Place Your Message 73
Getting Your Message to the Media 76
Fitting Your Information to Your Outlet 77
PRESS KITS 80Cooperation Is the Key 83
KEY TERMS 83CHAPTER 6 News Releases and Backgrounders 84WHAT IS A NEWS RELEASE? 85WRITING A NEWS RELEASE 86The Lead 86
Quotations and Attributions 88
Local Interest 90
NEWS RELEASE FORMAT 91Timing and Dating Releases 93
Datelines 93
Exclusives and Specials 94
TYPES OF NEWS RELEASES 94Product Releases 94
Event Announcements 104
Personnel Releases 104
Tips/Hints Releases 104
WRITING NEWS RELEASES FOR BROADCAST 109PITCH LETTERS AND MEDIA ADVISORIES 112Pitch Letters 112
Media Advisories 113
BACKGROUNDERS 117FACT SHEETS 118KEY TERMS 124CHAPTER 7 Design, Printing, and Desktop Publishing 125DESIGN: WHAT IT IS AND WHY IT MIGHT BE GREEK TO YOU 126DESIGNING PUBLIC RELATIONS MATERIALS 127PRINCIPLES OF DESIGN 130Balance 130
Proportion 131
Sequence and Emphasis 133
Unity 137
Grids 140
Alignment 140
Type and Typefaces 142
WORKING WITH PROFESSIONAL PRINTERS 146Printing Processes 146
Paper Choice 148
Ink Choice 151
Binding 152
Swipe Files 153
Computer Layout Preparation for Printing 153
Print Order Preparation 154
A WORD ON DESKTOP PUBLISHING 155PRINT SCHEDULING AND BUDGETING 157Scheduling 157
Budgeting 158
KEY TERMS 160CHAPTER 8 Controlled Publications 161NEWSLETTERS 162Types of Newsletters 162
Why a Newsletter? 163
Content 166
Objectives 167
Scheduling and Budgeting 167
Articles 167
Story Ideas 169
Researching Stories 171
Design Considerations 171
Style Sheets 172
MAGAZINES 172Content and Format 175
Types of Articles 176
TRADE JOURNALS 177FEATURE WRITING FOR NEWSLETTERS AND MAGAZINES 177Feature Style 178
Writing the Feature Story 181
Common Types of Features 187
EDITORIAL CONSIDERATIONS FOR DISPLAY COPY 188Writing Headlines 188
Writing Subheads and Crossheads 194
Writing Captions 194
Writing Pull Quotes 194
EDITING YOUR ARTICLES 195EVALUATION 196Methods of Evaluation 196
Evaluating Your Production Schedule 196
BROCHURES 205Planning Your Brochure 205
Fitting It All Together 208
OTHER INFORMATION PIECES 219Flyers 219
Posters 221
Booklets and Hybrids 223
ANNUAL REPORTS 226Audiences 228
Contents 228
Writing for Annual Reports 230
The Nonprofit Annual Report 232
KEY TERMS 236CHAPTER 9 Television and Radio 237REACHING BROADCAST AUDIENCES 238Video News Releases 238
Radio and Television Tapes and Actualities 240
Interviews and Talk Shows 240
Corporate Advertising and Public Service Announcements 240
WRITING FOR TELEVISION 241Basic Concepts 241
Writing for the Eye 243
Television Scripts 243
WRITING FOR RADIO 256Types of Radio Announcements 257
How to Get Your Public Service Announcements on the Air 259
KEY TERMS 263CHAPTER 10 Speeches and Presentations 264TYPES OF SPEECHES 265MODES OF DELIVERY 265PREPARATION AND WRITING 266Specifying Your Purpose 266
Analyzing Your Audience 266
Organizing Your Speech 267
Supporting Your Ideas 270
DELIVERY 270THE QUESTION-AND-ANSWER SESSION 271PRESENTATION MATERIALS 271Preparing Audiovisual Materials 272
Scripting for Audiovisuals 274
KEY TERMS 276CHAPTER 11 Writing for Web and Social Media 277THE CHANGING LANDSCAPE 278A Quick Word about Writing for Web Sites 279
OK, Let’s Get on with Web 2.0 281
BLOGS AND BLOGGING 282What to Blog About 283
Writing Blog Posts 284
How to Write Comments on Blogs 285
Micro-Blogging and Twitter 288
How to Write Twitter Posts 288
THE EVOLUTION OF THE PRESS RELEASE 290Standard Release Format 290
Search Engine Optimized Releases 291
Social Media Release 292
How to Write a Social Media Release 292
CREATING AN ONLINE NEWSROOM 298What to Include in Your Online Newsroom 299
Online Newsrooms to Study 301
KEY TERMS 303Glossary 305Index 317
Get to Know Journalists’ Jobs 69
Get to Know Journalists as People 69
Guidelines for Dealing with the Media 70
Guidelines for Interviews 71
Guidelines for Correcting Errors 73
MEDIA PLACEMENT 73Deciding Where to Place Your Message 73
Getting Your Message to the Media 76
Fitting Your Information to Your Outlet 77
PRESS KITS 80Cooperation Is the Key 83
KEY TERMS 83CHAPTER 6 News Releases and Backgrounders 84WHAT IS A NEWS RELEASE? 85WRITING A NEWS RELEASE 86The Lead 86
Quotations and Attributions 88
Local Interest 90
NEWS RELEASE FORMAT 91Timing and Dating Releases 93
Datelines 93
Exclusives and Specials 94
TYPES OF NEWS RELEASES 94Product Releases 94
Event Announcements 104
Personnel Releases 104
Tips/Hints Releases 104
WRITING NEWS RELEASES FOR BROADCAST 109PITCH LETTERS AND MEDIA ADVISORIES 112Pitch Letters 112
Media Advisories 113
BACKGROUNDERS 117FACT SHEETS 118KEY TERMS 124CHAPTER 7 Design, Printing, and Desktop Publishing 125DESIGN: WHAT IT IS AND WHY IT MIGHT BE GREEK TO YOU 126DESIGNING PUBLIC RELATIONS MATERIALS 127PRINCIPLES OF DESIGN 130Balance 130
Proportion 131
Sequence and Emphasis 133
Unity 137
Grids 140
Alignment 140
Type and Typefaces 142
WORKING WITH PROFESSIONAL PRINTERS 146Printing Processes 146
Paper Choice 148
Ink Choice 151
Binding 152
Swipe Files 153
Computer Layout Preparation for Printing 153
Print Order Preparation 154
A WORD ON DESKTOP PUBLISHING 155PRINT SCHEDULING AND BUDGETING 157Scheduling 157
Budgeting 158
KEY TERMS 160CHAPTER 8 Controlled Publications 161NEWSLETTERS 162Types of Newsletters 162
Why a Newsletter? 163
Content 166
Objectives 167
Scheduling and Budgeting 167
Articles 167
Story Ideas 169
Researching Stories 171
Design Considerations 171
Style Sheets 172
MAGAZINES 172Content and Format 175
Types of Articles 176
TRADE JOURNALS 177FEATURE WRITING FOR NEWSLETTERS AND MAGAZINES 177Feature Style 178
Writing the Feature Story 181
Common Types of Features 187
EDITORIAL CONSIDERATIONS FOR DISPLAY COPY 188Writing Headlines 188
Writing Subheads and Crossheads 194
Writing Captions 194
Writing Pull Quotes 194
EDITING YOUR ARTICLES 195EVALUATION 196Methods of Evaluation 196
Evaluating Your Production Schedule 196
BROCHURES 205Planning Your Brochure 205
Fitting It All Together 208
OTHER INFORMATION PIECES 219Flyers 219
Posters 221
Booklets and Hybrids 223
ANNUAL REPORTS 226Audiences 228
Contents 228
Writing for Annual Reports 230
The Nonprofit Annual Report 232
KEY TERMS 236CHAPTER 9 Television and Radio 237REACHING BROADCAST AUDIENCES 238Video News Releases 238
Radio and Television Tapes and Actualities 240
Interviews and Talk Shows 240
Corporate Advertising and Public Service Announcements 240
WRITING FOR TELEVISION 241Basic Concepts 241
Writing for the Eye 243
Television Scripts 243
WRITING FOR RADIO 256Types of Radio Announcements 257
How to Get Your Public Service Announcements on the Air 259
KEY TERMS 263CHAPTER 10 Speeches and Presentations 264TYPES OF SPEECHES 265MODES OF DELIVERY 265PREPARATION AND WRITING 266Specifying Your Purpose 266
Analyzing Your Audience 266
Organizing Your Speech 267
Supporting Your Ideas 270
DELIVERY 270THE QUESTION-AND-ANSWER SESSION 271PRESENTATION MATERIALS 271Preparing Audiovisual Materials 272
Scripting for Audiovisuals 274
KEY TERMS 276CHAPTER 11 Writing for Web and Social Media 277THE CHANGING LANDSCAPE 278A Quick Word about Writing for Web Sites 279
OK, Let’s Get on with Web 2.0 281
BLOGS AND BLOGGING 282What to Blog About 283
Writing Blog Posts 284
How to Write Comments on Blogs 285
Micro-Blogging and Twitter 288
How to Write Twitter Posts 288
THE EVOLUTION OF THE PRESS RELEASE 290Standard Release Format 290
Search Engine Optimized Releases 291
Social Media Release 292
How to Write a Social Media Release 292
CREATING AN ONLINE NEWSROOM 298What to Include in Your Online Newsroom 299
Online Newsrooms to Study 301
KEY TERMS 303Glossary 305Index 317
Deciding Where to Place Your Message 73
Getting Your Message to the Media 76
Fitting Your Information to Your Outlet 77
Cooperation Is the Key 83
KEY TERMS 83CHAPTER 6 News Releases and Backgrounders 84WHAT IS A NEWS RELEASE? 85WRITING A NEWS RELEASE 86The Lead 86
Quotations and Attributions 88
Local Interest 90
NEWS RELEASE FORMAT 91Timing and Dating Releases 93
Datelines 93
Exclusives and Specials 94
TYPES OF NEWS RELEASES 94Product Releases 94
Event Announcements 104
Personnel Releases 104
Tips/Hints Releases 104
WRITING NEWS RELEASES FOR BROADCAST 109PITCH LETTERS AND MEDIA ADVISORIES 112Pitch Letters 112
Media Advisories 113
BACKGROUNDERS 117FACT SHEETS 118KEY TERMS 124CHAPTER 7 Design, Printing, and Desktop Publishing 125DESIGN: WHAT IT IS AND WHY IT MIGHT BE GREEK TO YOU 126DESIGNING PUBLIC RELATIONS MATERIALS 127PRINCIPLES OF DESIGN 130Balance 130
Proportion 131
Sequence and Emphasis 133
Unity 137
Grids 140
Alignment 140
Type and Typefaces 142
WORKING WITH PROFESSIONAL PRINTERS 146Printing Processes 146
Paper Choice 148
Ink Choice 151
Binding 152
Swipe Files 153
Computer Layout Preparation for Printing 153
Print Order Preparation 154
A WORD ON DESKTOP PUBLISHING 155PRINT SCHEDULING AND BUDGETING 157Scheduling 157
Budgeting 158
KEY TERMS 160CHAPTER 8 Controlled Publications 161NEWSLETTERS 162Types of Newsletters 162
Why a Newsletter? 163
Content 166
Objectives 167
Scheduling and Budgeting 167
Articles 167
Story Ideas 169
Researching Stories 171
Design Considerations 171
Style Sheets 172
MAGAZINES 172Content and Format 175
Types of Articles 176
TRADE JOURNALS 177FEATURE WRITING FOR NEWSLETTERS AND MAGAZINES 177Feature Style 178
Writing the Feature Story 181
Common Types of Features 187
EDITORIAL CONSIDERATIONS FOR DISPLAY COPY 188Writing Headlines 188
Writing Subheads and Crossheads 194
Writing Captions 194
Writing Pull Quotes 194
EDITING YOUR ARTICLES 195EVALUATION 196Methods of Evaluation 196
Evaluating Your Production Schedule 196
BROCHURES 205Planning Your Brochure 205
Fitting It All Together 208
OTHER INFORMATION PIECES 219Flyers 219
Posters 221
Booklets and Hybrids 223
ANNUAL REPORTS 226Audiences 228
Contents 228
Writing for Annual Reports 230
The Nonprofit Annual Report 232
KEY TERMS 236CHAPTER 9 Television and Radio 237REACHING BROADCAST AUDIENCES 238Video News Releases 238
Radio and Television Tapes and Actualities 240
Interviews and Talk Shows 240
Corporate Advertising and Public Service Announcements 240
WRITING FOR TELEVISION 241Basic Concepts 241
Writing for the Eye 243
Television Scripts 243
WRITING FOR RADIO 256Types of Radio Announcements 257
How to Get Your Public Service Announcements on the Air 259
KEY TERMS 263CHAPTER 10 Speeches and Presentations 264TYPES OF SPEECHES 265MODES OF DELIVERY 265PREPARATION AND WRITING 266Specifying Your Purpose 266
Analyzing Your Audience 266
Organizing Your Speech 267
Supporting Your Ideas 270
DELIVERY 270THE QUESTION-AND-ANSWER SESSION 271PRESENTATION MATERIALS 271Preparing Audiovisual Materials 272
Scripting for Audiovisuals 274
KEY TERMS 276CHAPTER 11 Writing for Web and Social Media 277THE CHANGING LANDSCAPE 278A Quick Word about Writing for Web Sites 279
OK, Let’s Get on with Web 2.0 281
BLOGS AND BLOGGING 282What to Blog About 283
Writing Blog Posts 284
How to Write Comments on Blogs 285
Micro-Blogging and Twitter 288
How to Write Twitter Posts 288
THE EVOLUTION OF THE PRESS RELEASE 290Standard Release Format 290
Search Engine Optimized Releases 291
Social Media Release 292
How to Write a Social Media Release 292
CREATING AN ONLINE NEWSROOM 298What to Include in Your Online Newsroom 299
Online Newsrooms to Study 301
KEY TERMS 303Glossary 305Index 317
WHAT IS A NEWS RELEASE? 85WRITING A NEWS RELEASE 86The Lead 86
Quotations and Attributions 88
Local Interest 90
NEWS RELEASE FORMAT 91Timing and Dating Releases 93
Datelines 93
Exclusives and Specials 94
TYPES OF NEWS RELEASES 94Product Releases 94
Event Announcements 104
Personnel Releases 104
Tips/Hints Releases 104
WRITING NEWS RELEASES FOR BROADCAST 109PITCH LETTERS AND MEDIA ADVISORIES 112Pitch Letters 112
Media Advisories 113
BACKGROUNDERS 117FACT SHEETS 118KEY TERMS 124CHAPTER 7 Design, Printing, and Desktop Publishing 125DESIGN: WHAT IT IS AND WHY IT MIGHT BE GREEK TO YOU 126DESIGNING PUBLIC RELATIONS MATERIALS 127PRINCIPLES OF DESIGN 130Balance 130
Proportion 131
Sequence and Emphasis 133
Unity 137
Grids 140
Alignment 140
Type and Typefaces 142
WORKING WITH PROFESSIONAL PRINTERS 146Printing Processes 146
Paper Choice 148
Ink Choice 151
Binding 152
Swipe Files 153
Computer Layout Preparation for Printing 153
Print Order Preparation 154
A WORD ON DESKTOP PUBLISHING 155PRINT SCHEDULING AND BUDGETING 157Scheduling 157
Budgeting 158
KEY TERMS 160CHAPTER 8 Controlled Publications 161NEWSLETTERS 162Types of Newsletters 162
Why a Newsletter? 163
Content 166
Objectives 167
Scheduling and Budgeting 167
Articles 167
Story Ideas 169
Researching Stories 171
Design Considerations 171
Style Sheets 172
MAGAZINES 172Content and Format 175
Types of Articles 176
TRADE JOURNALS 177FEATURE WRITING FOR NEWSLETTERS AND MAGAZINES 177Feature Style 178
Writing the Feature Story 181
Common Types of Features 187
EDITORIAL CONSIDERATIONS FOR DISPLAY COPY 188Writing Headlines 188
Writing Subheads and Crossheads 194
Writing Captions 194
Writing Pull Quotes 194
EDITING YOUR ARTICLES 195EVALUATION 196Methods of Evaluation 196
Evaluating Your Production Schedule 196
BROCHURES 205Planning Your Brochure 205
Fitting It All Together 208
OTHER INFORMATION PIECES 219Flyers 219
Posters 221
Booklets and Hybrids 223
ANNUAL REPORTS 226Audiences 228
Contents 228
Writing for Annual Reports 230
The Nonprofit Annual Report 232
KEY TERMS 236CHAPTER 9 Television and Radio 237REACHING BROADCAST AUDIENCES 238Video News Releases 238
Radio and Television Tapes and Actualities 240
Interviews and Talk Shows 240
Corporate Advertising and Public Service Announcements 240
WRITING FOR TELEVISION 241Basic Concepts 241
Writing for the Eye 243
Television Scripts 243
WRITING FOR RADIO 256Types of Radio Announcements 257
How to Get Your Public Service Announcements on the Air 259
KEY TERMS 263CHAPTER 10 Speeches and Presentations 264TYPES OF SPEECHES 265MODES OF DELIVERY 265PREPARATION AND WRITING 266Specifying Your Purpose 266
Analyzing Your Audience 266
Organizing Your Speech 267
Supporting Your Ideas 270
DELIVERY 270THE QUESTION-AND-ANSWER SESSION 271PRESENTATION MATERIALS 271Preparing Audiovisual Materials 272
Scripting for Audiovisuals 274
KEY TERMS 276CHAPTER 11 Writing for Web and Social Media 277THE CHANGING LANDSCAPE 278A Quick Word about Writing for Web Sites 279
OK, Let’s Get on with Web 2.0 281
BLOGS AND BLOGGING 282What to Blog About 283
Writing Blog Posts 284
How to Write Comments on Blogs 285
Micro-Blogging and Twitter 288
How to Write Twitter Posts 288
THE EVOLUTION OF THE PRESS RELEASE 290Standard Release Format 290
Search Engine Optimized Releases 291
Social Media Release 292
How to Write a Social Media Release 292
CREATING AN ONLINE NEWSROOM 298What to Include in Your Online Newsroom 299
Online Newsrooms to Study 301
KEY TERMS 303Glossary 305Index 317
The Lead 86
Quotations and Attributions 88
Local Interest 90
NEWS RELEASE FORMAT 91Timing and Dating Releases 93
Datelines 93
Exclusives and Specials 94
TYPES OF NEWS RELEASES 94Product Releases 94
Event Announcements 104
Personnel Releases 104
Tips/Hints Releases 104
WRITING NEWS RELEASES FOR BROADCAST 109PITCH LETTERS AND MEDIA ADVISORIES 112Pitch Letters 112
Media Advisories 113
BACKGROUNDERS 117FACT SHEETS 118KEY TERMS 124CHAPTER 7 Design, Printing, and Desktop Publishing 125DESIGN: WHAT IT IS AND WHY IT MIGHT BE GREEK TO YOU 126DESIGNING PUBLIC RELATIONS MATERIALS 127PRINCIPLES OF DESIGN 130Balance 130
Proportion 131
Sequence and Emphasis 133
Unity 137
Grids 140
Alignment 140
Type and Typefaces 142
WORKING WITH PROFESSIONAL PRINTERS 146Printing Processes 146
Paper Choice 148
Ink Choice 151
Binding 152
Swipe Files 153
Computer Layout Preparation for Printing 153
Print Order Preparation 154
A WORD ON DESKTOP PUBLISHING 155PRINT SCHEDULING AND BUDGETING 157Scheduling 157
Budgeting 158
KEY TERMS 160CHAPTER 8 Controlled Publications 161NEWSLETTERS 162Types of Newsletters 162
Why a Newsletter? 163
Content 166
Objectives 167
Scheduling and Budgeting 167
Articles 167
Story Ideas 169
Researching Stories 171
Design Considerations 171
Style Sheets 172
MAGAZINES 172Content and Format 175
Types of Articles 176
TRADE JOURNALS 177FEATURE WRITING FOR NEWSLETTERS AND MAGAZINES 177Feature Style 178
Writing the Feature Story 181
Common Types of Features 187
EDITORIAL CONSIDERATIONS FOR DISPLAY COPY 188Writing Headlines 188
Writing Subheads and Crossheads 194
Writing Captions 194
Writing Pull Quotes 194
EDITING YOUR ARTICLES 195EVALUATION 196Methods of Evaluation 196
Evaluating Your Production Schedule 196
BROCHURES 205Planning Your Brochure 205
Fitting It All Together 208
OTHER INFORMATION PIECES 219Flyers 219
Posters 221
Booklets and Hybrids 223
ANNUAL REPORTS 226Audiences 228
Contents 228
Writing for Annual Reports 230
The Nonprofit Annual Report 232
KEY TERMS 236CHAPTER 9 Television and Radio 237REACHING BROADCAST AUDIENCES 238Video News Releases 238
Radio and Television Tapes and Actualities 240
Interviews and Talk Shows 240
Corporate Advertising and Public Service Announcements 240
WRITING FOR TELEVISION 241Basic Concepts 241
Writing for the Eye 243
Television Scripts 243
WRITING FOR RADIO 256Types of Radio Announcements 257
How to Get Your Public Service Announcements on the Air 259
KEY TERMS 263CHAPTER 10 Speeches and Presentations 264TYPES OF SPEECHES 265MODES OF DELIVERY 265PREPARATION AND WRITING 266Specifying Your Purpose 266
Analyzing Your Audience 266
Organizing Your Speech 267
Supporting Your Ideas 270
DELIVERY 270THE QUESTION-AND-ANSWER SESSION 271PRESENTATION MATERIALS 271Preparing Audiovisual Materials 272
Scripting for Audiovisuals 274
KEY TERMS 276CHAPTER 11 Writing for Web and Social Media 277THE CHANGING LANDSCAPE 278A Quick Word about Writing for Web Sites 279
OK, Let’s Get on with Web 2.0 281
BLOGS AND BLOGGING 282What to Blog About 283
Writing Blog Posts 284
How to Write Comments on Blogs 285
Micro-Blogging and Twitter 288
How to Write Twitter Posts 288
THE EVOLUTION OF THE PRESS RELEASE 290Standard Release Format 290
Search Engine Optimized Releases 291
Social Media Release 292
How to Write a Social Media Release 292
CREATING AN ONLINE NEWSROOM 298What to Include in Your Online Newsroom 299
Online Newsrooms to Study 301
KEY TERMS 303Glossary 305Index 317
Timing and Dating Releases 93
Datelines 93
Exclusives and Specials 94
Product Releases 94
Event Announcements 104
Personnel Releases 104
Tips/Hints Releases 104
WRITING NEWS RELEASES FOR BROADCAST 109PITCH LETTERS AND MEDIA ADVISORIES 112Pitch Letters 112
Media Advisories 113
BACKGROUNDERS 117FACT SHEETS 118KEY TERMS 124CHAPTER 7 Design, Printing, and Desktop Publishing 125DESIGN: WHAT IT IS AND WHY IT MIGHT BE GREEK TO YOU 126DESIGNING PUBLIC RELATIONS MATERIALS 127PRINCIPLES OF DESIGN 130Balance 130
Proportion 131
Sequence and Emphasis 133
Unity 137
Grids 140
Alignment 140
Type and Typefaces 142
WORKING WITH PROFESSIONAL PRINTERS 146Printing Processes 146
Paper Choice 148
Ink Choice 151
Binding 152
Swipe Files 153
Computer Layout Preparation for Printing 153
Print Order Preparation 154
A WORD ON DESKTOP PUBLISHING 155PRINT SCHEDULING AND BUDGETING 157Scheduling 157
Budgeting 158
KEY TERMS 160CHAPTER 8 Controlled Publications 161NEWSLETTERS 162Types of Newsletters 162
Why a Newsletter? 163
Content 166
Objectives 167
Scheduling and Budgeting 167
Articles 167
Story Ideas 169
Researching Stories 171
Design Considerations 171
Style Sheets 172
MAGAZINES 172Content and Format 175
Types of Articles 176
TRADE JOURNALS 177FEATURE WRITING FOR NEWSLETTERS AND MAGAZINES 177Feature Style 178
Writing the Feature Story 181
Common Types of Features 187
EDITORIAL CONSIDERATIONS FOR DISPLAY COPY 188Writing Headlines 188
Writing Subheads and Crossheads 194
Writing Captions 194
Writing Pull Quotes 194
EDITING YOUR ARTICLES 195EVALUATION 196Methods of Evaluation 196
Evaluating Your Production Schedule 196
BROCHURES 205Planning Your Brochure 205
Fitting It All Together 208
OTHER INFORMATION PIECES 219Flyers 219
Posters 221
Booklets and Hybrids 223
ANNUAL REPORTS 226Audiences 228
Contents 228
Writing for Annual Reports 230
The Nonprofit Annual Report 232
KEY TERMS 236CHAPTER 9 Television and Radio 237REACHING BROADCAST AUDIENCES 238Video News Releases 238
Radio and Television Tapes and Actualities 240
Interviews and Talk Shows 240
Corporate Advertising and Public Service Announcements 240
WRITING FOR TELEVISION 241Basic Concepts 241
Writing for the Eye 243
Television Scripts 243
WRITING FOR RADIO 256Types of Radio Announcements 257
How to Get Your Public Service Announcements on the Air 259
KEY TERMS 263CHAPTER 10 Speeches and Presentations 264TYPES OF SPEECHES 265MODES OF DELIVERY 265PREPARATION AND WRITING 266Specifying Your Purpose 266
Analyzing Your Audience 266
Organizing Your Speech 267
Supporting Your Ideas 270
DELIVERY 270THE QUESTION-AND-ANSWER SESSION 271PRESENTATION MATERIALS 271Preparing Audiovisual Materials 272
Scripting for Audiovisuals 274
KEY TERMS 276CHAPTER 11 Writing for Web and Social Media 277THE CHANGING LANDSCAPE 278A Quick Word about Writing for Web Sites 279
OK, Let’s Get on with Web 2.0 281
BLOGS AND BLOGGING 282What to Blog About 283
Writing Blog Posts 284
How to Write Comments on Blogs 285
Micro-Blogging and Twitter 288
How to Write Twitter Posts 288
THE EVOLUTION OF THE PRESS RELEASE 290Standard Release Format 290
Search Engine Optimized Releases 291
Social Media Release 292
How to Write a Social Media Release 292
CREATING AN ONLINE NEWSROOM 298What to Include in Your Online Newsroom 299
Online Newsrooms to Study 301
KEY TERMS 303Glossary 305Index 317
Pitch Letters 112
Media Advisories 113
BACKGROUNDERS 117FACT SHEETS 118KEY TERMS 124CHAPTER 7 Design, Printing, and Desktop Publishing 125DESIGN: WHAT IT IS AND WHY IT MIGHT BE GREEK TO YOU 126DESIGNING PUBLIC RELATIONS MATERIALS 127PRINCIPLES OF DESIGN 130Balance 130
Proportion 131
Sequence and Emphasis 133
Unity 137
Grids 140
Alignment 140
Type and Typefaces 142
WORKING WITH PROFESSIONAL PRINTERS 146Printing Processes 146
Paper Choice 148
Ink Choice 151
Binding 152
Swipe Files 153
Computer Layout Preparation for Printing 153
Print Order Preparation 154
A WORD ON DESKTOP PUBLISHING 155PRINT SCHEDULING AND BUDGETING 157Scheduling 157
Budgeting 158
KEY TERMS 160CHAPTER 8 Controlled Publications 161NEWSLETTERS 162Types of Newsletters 162
Why a Newsletter? 163
Content 166
Objectives 167
Scheduling and Budgeting 167
Articles 167
Story Ideas 169
Researching Stories 171
Design Considerations 171
Style Sheets 172
MAGAZINES 172Content and Format 175
Types of Articles 176
TRADE JOURNALS 177FEATURE WRITING FOR NEWSLETTERS AND MAGAZINES 177Feature Style 178
Writing the Feature Story 181
Common Types of Features 187
EDITORIAL CONSIDERATIONS FOR DISPLAY COPY 188Writing Headlines 188
Writing Subheads and Crossheads 194
Writing Captions 194
Writing Pull Quotes 194
EDITING YOUR ARTICLES 195EVALUATION 196Methods of Evaluation 196
Evaluating Your Production Schedule 196
BROCHURES 205Planning Your Brochure 205
Fitting It All Together 208
OTHER INFORMATION PIECES 219Flyers 219
Posters 221
Booklets and Hybrids 223
ANNUAL REPORTS 226Audiences 228
Contents 228
Writing for Annual Reports 230
The Nonprofit Annual Report 232
KEY TERMS 236CHAPTER 9 Television and Radio 237REACHING BROADCAST AUDIENCES 238Video News Releases 238
Radio and Television Tapes and Actualities 240
Interviews and Talk Shows 240
Corporate Advertising and Public Service Announcements 240
WRITING FOR TELEVISION 241Basic Concepts 241
Writing for the Eye 243
Television Scripts 243
WRITING FOR RADIO 256Types of Radio Announcements 257
How to Get Your Public Service Announcements on the Air 259
KEY TERMS 263CHAPTER 10 Speeches and Presentations 264TYPES OF SPEECHES 265MODES OF DELIVERY 265PREPARATION AND WRITING 266Specifying Your Purpose 266
Analyzing Your Audience 266
Organizing Your Speech 267
Supporting Your Ideas 270
DELIVERY 270THE QUESTION-AND-ANSWER SESSION 271PRESENTATION MATERIALS 271Preparing Audiovisual Materials 272
Scripting for Audiovisuals 274
KEY TERMS 276CHAPTER 11 Writing for Web and Social Media 277THE CHANGING LANDSCAPE 278A Quick Word about Writing for Web Sites 279
OK, Let’s Get on with Web 2.0 281
BLOGS AND BLOGGING 282What to Blog About 283
Writing Blog Posts 284
How to Write Comments on Blogs 285
Micro-Blogging and Twitter 288
How to Write Twitter Posts 288
THE EVOLUTION OF THE PRESS RELEASE 290Standard Release Format 290
Search Engine Optimized Releases 291
Social Media Release 292
How to Write a Social Media Release 292
CREATING AN ONLINE NEWSROOM 298What to Include in Your Online Newsroom 299
Online Newsrooms to Study 301
KEY TERMS 303Glossary 305Index 317
KEY TERMS 124CHAPTER 7 Design, Printing, and Desktop Publishing 125DESIGN: WHAT IT IS AND WHY IT MIGHT BE GREEK TO YOU 126DESIGNING PUBLIC RELATIONS MATERIALS 127PRINCIPLES OF DESIGN 130Balance 130
Proportion 131
Sequence and Emphasis 133
Unity 137
Grids 140
Alignment 140
Type and Typefaces 142
WORKING WITH PROFESSIONAL PRINTERS 146Printing Processes 146
Paper Choice 148
Ink Choice 151
Binding 152
Swipe Files 153
Computer Layout Preparation for Printing 153
Print Order Preparation 154
A WORD ON DESKTOP PUBLISHING 155PRINT SCHEDULING AND BUDGETING 157Scheduling 157
Budgeting 158
KEY TERMS 160CHAPTER 8 Controlled Publications 161NEWSLETTERS 162Types of Newsletters 162
Why a Newsletter? 163
Content 166
Objectives 167
Scheduling and Budgeting 167
Articles 167
Story Ideas 169
Researching Stories 171
Design Considerations 171
Style Sheets 172
MAGAZINES 172Content and Format 175
Types of Articles 176
TRADE JOURNALS 177FEATURE WRITING FOR NEWSLETTERS AND MAGAZINES 177Feature Style 178
Writing the Feature Story 181
Common Types of Features 187
EDITORIAL CONSIDERATIONS FOR DISPLAY COPY 188Writing Headlines 188
Writing Subheads and Crossheads 194
Writing Captions 194
Writing Pull Quotes 194
EDITING YOUR ARTICLES 195EVALUATION 196Methods of Evaluation 196
Evaluating Your Production Schedule 196
BROCHURES 205Planning Your Brochure 205
Fitting It All Together 208
OTHER INFORMATION PIECES 219Flyers 219
Posters 221
Booklets and Hybrids 223
ANNUAL REPORTS 226Audiences 228
Contents 228
Writing for Annual Reports 230
The Nonprofit Annual Report 232
KEY TERMS 236CHAPTER 9 Television and Radio 237REACHING BROADCAST AUDIENCES 238Video News Releases 238
Radio and Television Tapes and Actualities 240
Interviews and Talk Shows 240
Corporate Advertising and Public Service Announcements 240
WRITING FOR TELEVISION 241Basic Concepts 241
Writing for the Eye 243
Television Scripts 243
WRITING FOR RADIO 256Types of Radio Announcements 257
How to Get Your Public Service Announcements on the Air 259
KEY TERMS 263CHAPTER 10 Speeches and Presentations 264TYPES OF SPEECHES 265MODES OF DELIVERY 265PREPARATION AND WRITING 266Specifying Your Purpose 266
Analyzing Your Audience 266
Organizing Your Speech 267
Supporting Your Ideas 270
DELIVERY 270THE QUESTION-AND-ANSWER SESSION 271PRESENTATION MATERIALS 271Preparing Audiovisual Materials 272
Scripting for Audiovisuals 274
KEY TERMS 276CHAPTER 11 Writing for Web and Social Media 277THE CHANGING LANDSCAPE 278A Quick Word about Writing for Web Sites 279
OK, Let’s Get on with Web 2.0 281
BLOGS AND BLOGGING 282What to Blog About 283
Writing Blog Posts 284
How to Write Comments on Blogs 285
Micro-Blogging and Twitter 288
How to Write Twitter Posts 288
THE EVOLUTION OF THE PRESS RELEASE 290Standard Release Format 290
Search Engine Optimized Releases 291
Social Media Release 292
How to Write a Social Media Release 292
CREATING AN ONLINE NEWSROOM 298What to Include in Your Online Newsroom 299
Online Newsrooms to Study 301
KEY TERMS 303Glossary 305Index 317
DESIGN: WHAT IT IS AND WHY IT MIGHT BE GREEK TO YOU 126DESIGNING PUBLIC RELATIONS MATERIALS 127PRINCIPLES OF DESIGN 130Balance 130
Proportion 131
Sequence and Emphasis 133
Unity 137
Grids 140
Alignment 140
Type and Typefaces 142
WORKING WITH PROFESSIONAL PRINTERS 146Printing Processes 146
Paper Choice 148
Ink Choice 151
Binding 152
Swipe Files 153
Computer Layout Preparation for Printing 153
Print Order Preparation 154
A WORD ON DESKTOP PUBLISHING 155PRINT SCHEDULING AND BUDGETING 157Scheduling 157
Budgeting 158
KEY TERMS 160CHAPTER 8 Controlled Publications 161NEWSLETTERS 162Types of Newsletters 162
Why a Newsletter? 163
Content 166
Objectives 167
Scheduling and Budgeting 167
Articles 167
Story Ideas 169
Researching Stories 171
Design Considerations 171
Style Sheets 172
MAGAZINES 172Content and Format 175
Types of Articles 176
TRADE JOURNALS 177FEATURE WRITING FOR NEWSLETTERS AND MAGAZINES 177Feature Style 178
Writing the Feature Story 181
Common Types of Features 187
EDITORIAL CONSIDERATIONS FOR DISPLAY COPY 188Writing Headlines 188
Writing Subheads and Crossheads 194
Writing Captions 194
Writing Pull Quotes 194
EDITING YOUR ARTICLES 195EVALUATION 196Methods of Evaluation 196
Evaluating Your Production Schedule 196
BROCHURES 205Planning Your Brochure 205
Fitting It All Together 208
OTHER INFORMATION PIECES 219Flyers 219
Posters 221
Booklets and Hybrids 223
ANNUAL REPORTS 226Audiences 228
Contents 228
Writing for Annual Reports 230
The Nonprofit Annual Report 232
KEY TERMS 236CHAPTER 9 Television and Radio 237REACHING BROADCAST AUDIENCES 238Video News Releases 238
Radio and Television Tapes and Actualities 240
Interviews and Talk Shows 240
Corporate Advertising and Public Service Announcements 240
WRITING FOR TELEVISION 241Basic Concepts 241
Writing for the Eye 243
Television Scripts 243
WRITING FOR RADIO 256Types of Radio Announcements 257
How to Get Your Public Service Announcements on the Air 259
KEY TERMS 263CHAPTER 10 Speeches and Presentations 264TYPES OF SPEECHES 265MODES OF DELIVERY 265PREPARATION AND WRITING 266Specifying Your Purpose 266
Analyzing Your Audience 266
Organizing Your Speech 267
Supporting Your Ideas 270
DELIVERY 270THE QUESTION-AND-ANSWER SESSION 271PRESENTATION MATERIALS 271Preparing Audiovisual Materials 272
Scripting for Audiovisuals 274
KEY TERMS 276CHAPTER 11 Writing for Web and Social Media 277THE CHANGING LANDSCAPE 278A Quick Word about Writing for Web Sites 279
OK, Let’s Get on with Web 2.0 281
BLOGS AND BLOGGING 282What to Blog About 283
Writing Blog Posts 284
How to Write Comments on Blogs 285
Micro-Blogging and Twitter 288
How to Write Twitter Posts 288
THE EVOLUTION OF THE PRESS RELEASE 290Standard Release Format 290
Search Engine Optimized Releases 291
Social Media Release 292
How to Write a Social Media Release 292
CREATING AN ONLINE NEWSROOM 298What to Include in Your Online Newsroom 299
Online Newsrooms to Study 301
KEY TERMS 303Glossary 305Index 317
PRINCIPLES OF DESIGN 130Balance 130
Proportion 131
Sequence and Emphasis 133
Unity 137
Grids 140
Alignment 140
Type and Typefaces 142
WORKING WITH PROFESSIONAL PRINTERS 146Printing Processes 146
Paper Choice 148
Ink Choice 151
Binding 152
Swipe Files 153
Computer Layout Preparation for Printing 153
Print Order Preparation 154
A WORD ON DESKTOP PUBLISHING 155PRINT SCHEDULING AND BUDGETING 157Scheduling 157
Budgeting 158
KEY TERMS 160CHAPTER 8 Controlled Publications 161NEWSLETTERS 162Types of Newsletters 162
Why a Newsletter? 163
Content 166
Objectives 167
Scheduling and Budgeting 167
Articles 167
Story Ideas 169
Researching Stories 171
Design Considerations 171
Style Sheets 172
MAGAZINES 172Content and Format 175
Types of Articles 176
TRADE JOURNALS 177FEATURE WRITING FOR NEWSLETTERS AND MAGAZINES 177Feature Style 178
Writing the Feature Story 181
Common Types of Features 187
EDITORIAL CONSIDERATIONS FOR DISPLAY COPY 188Writing Headlines 188
Writing Subheads and Crossheads 194
Writing Captions 194
Writing Pull Quotes 194
EDITING YOUR ARTICLES 195EVALUATION 196Methods of Evaluation 196
Evaluating Your Production Schedule 196
BROCHURES 205Planning Your Brochure 205
Fitting It All Together 208
OTHER INFORMATION PIECES 219Flyers 219
Posters 221
Booklets and Hybrids 223
ANNUAL REPORTS 226Audiences 228
Contents 228
Writing for Annual Reports 230
The Nonprofit Annual Report 232
KEY TERMS 236CHAPTER 9 Television and Radio 237REACHING BROADCAST AUDIENCES 238Video News Releases 238
Radio and Television Tapes and Actualities 240
Interviews and Talk Shows 240
Corporate Advertising and Public Service Announcements 240
WRITING FOR TELEVISION 241Basic Concepts 241
Writing for the Eye 243
Television Scripts 243
WRITING FOR RADIO 256Types of Radio Announcements 257
How to Get Your Public Service Announcements on the Air 259
KEY TERMS 263CHAPTER 10 Speeches and Presentations 264TYPES OF SPEECHES 265MODES OF DELIVERY 265PREPARATION AND WRITING 266Specifying Your Purpose 266
Analyzing Your Audience 266
Organizing Your Speech 267
Supporting Your Ideas 270
DELIVERY 270THE QUESTION-AND-ANSWER SESSION 271PRESENTATION MATERIALS 271Preparing Audiovisual Materials 272
Scripting for Audiovisuals 274
KEY TERMS 276CHAPTER 11 Writing for Web and Social Media 277THE CHANGING LANDSCAPE 278A Quick Word about Writing for Web Sites 279
OK, Let’s Get on with Web 2.0 281
BLOGS AND BLOGGING 282What to Blog About 283
Writing Blog Posts 284
How to Write Comments on Blogs 285
Micro-Blogging and Twitter 288
How to Write Twitter Posts 288
THE EVOLUTION OF THE PRESS RELEASE 290Standard Release Format 290
Search Engine Optimized Releases 291
Social Media Release 292
How to Write a Social Media Release 292
CREATING AN ONLINE NEWSROOM 298What to Include in Your Online Newsroom 299
Online Newsrooms to Study 301
KEY TERMS 303Glossary 305Index 317
Balance 130
Proportion 131
Sequence and Emphasis 133
Unity 137
Grids 140
Alignment 140
Type and Typefaces 142
Printing Processes 146
Paper Choice 148
Ink Choice 151
Binding 152
Swipe Files 153
Computer Layout Preparation for Printing 153
Print Order Preparation 154
A WORD ON DESKTOP PUBLISHING 155PRINT SCHEDULING AND BUDGETING 157Scheduling 157
Budgeting 158
KEY TERMS 160CHAPTER 8 Controlled Publications 161NEWSLETTERS 162Types of Newsletters 162
Why a Newsletter? 163
Content 166
Objectives 167
Scheduling and Budgeting 167
Articles 167
Story Ideas 169
Researching Stories 171
Design Considerations 171
Style Sheets 172
MAGAZINES 172Content and Format 175
Types of Articles 176
TRADE JOURNALS 177FEATURE WRITING FOR NEWSLETTERS AND MAGAZINES 177Feature Style 178
Writing the Feature Story 181
Common Types of Features 187
EDITORIAL CONSIDERATIONS FOR DISPLAY COPY 188Writing Headlines 188
Writing Subheads and Crossheads 194
Writing Captions 194
Writing Pull Quotes 194
EDITING YOUR ARTICLES 195EVALUATION 196Methods of Evaluation 196
Evaluating Your Production Schedule 196
BROCHURES 205Planning Your Brochure 205
Fitting It All Together 208
OTHER INFORMATION PIECES 219Flyers 219
Posters 221
Booklets and Hybrids 223
ANNUAL REPORTS 226Audiences 228
Contents 228
Writing for Annual Reports 230
The Nonprofit Annual Report 232
KEY TERMS 236CHAPTER 9 Television and Radio 237REACHING BROADCAST AUDIENCES 238Video News Releases 238
Radio and Television Tapes and Actualities 240
Interviews and Talk Shows 240
Corporate Advertising and Public Service Announcements 240
WRITING FOR TELEVISION 241Basic Concepts 241
Writing for the Eye 243
Television Scripts 243
WRITING FOR RADIO 256Types of Radio Announcements 257
How to Get Your Public Service Announcements on the Air 259
KEY TERMS 263CHAPTER 10 Speeches and Presentations 264TYPES OF SPEECHES 265MODES OF DELIVERY 265PREPARATION AND WRITING 266Specifying Your Purpose 266
Analyzing Your Audience 266
Organizing Your Speech 267
Supporting Your Ideas 270
DELIVERY 270THE QUESTION-AND-ANSWER SESSION 271PRESENTATION MATERIALS 271Preparing Audiovisual Materials 272
Scripting for Audiovisuals 274
KEY TERMS 276CHAPTER 11 Writing for Web and Social Media 277THE CHANGING LANDSCAPE 278A Quick Word about Writing for Web Sites 279
OK, Let’s Get on with Web 2.0 281
BLOGS AND BLOGGING 282What to Blog About 283
Writing Blog Posts 284
How to Write Comments on Blogs 285
Micro-Blogging and Twitter 288
How to Write Twitter Posts 288
THE EVOLUTION OF THE PRESS RELEASE 290Standard Release Format 290
Search Engine Optimized Releases 291
Social Media Release 292
How to Write a Social Media Release 292
CREATING AN ONLINE NEWSROOM 298What to Include in Your Online Newsroom 299
Online Newsrooms to Study 301
KEY TERMS 303Glossary 305Index 317
Scheduling 157
Budgeting 158
KEY TERMS 160CHAPTER 8 Controlled Publications 161NEWSLETTERS 162Types of Newsletters 162
Why a Newsletter? 163
Content 166
Objectives 167
Scheduling and Budgeting 167
Articles 167
Story Ideas 169
Researching Stories 171
Design Considerations 171
Style Sheets 172
MAGAZINES 172Content and Format 175
Types of Articles 176
TRADE JOURNALS 177FEATURE WRITING FOR NEWSLETTERS AND MAGAZINES 177Feature Style 178
Writing the Feature Story 181
Common Types of Features 187
EDITORIAL CONSIDERATIONS FOR DISPLAY COPY 188Writing Headlines 188
Writing Subheads and Crossheads 194
Writing Captions 194
Writing Pull Quotes 194
EDITING YOUR ARTICLES 195EVALUATION 196Methods of Evaluation 196
Evaluating Your Production Schedule 196
BROCHURES 205Planning Your Brochure 205
Fitting It All Together 208
OTHER INFORMATION PIECES 219Flyers 219
Posters 221
Booklets and Hybrids 223
ANNUAL REPORTS 226Audiences 228
Contents 228
Writing for Annual Reports 230
The Nonprofit Annual Report 232
KEY TERMS 236CHAPTER 9 Television and Radio 237REACHING BROADCAST AUDIENCES 238Video News Releases 238
Radio and Television Tapes and Actualities 240
Interviews and Talk Shows 240
Corporate Advertising and Public Service Announcements 240
WRITING FOR TELEVISION 241Basic Concepts 241
Writing for the Eye 243
Television Scripts 243
WRITING FOR RADIO 256Types of Radio Announcements 257
How to Get Your Public Service Announcements on the Air 259
KEY TERMS 263CHAPTER 10 Speeches and Presentations 264TYPES OF SPEECHES 265MODES OF DELIVERY 265PREPARATION AND WRITING 266Specifying Your Purpose 266
Analyzing Your Audience 266
Organizing Your Speech 267
Supporting Your Ideas 270
DELIVERY 270THE QUESTION-AND-ANSWER SESSION 271PRESENTATION MATERIALS 271Preparing Audiovisual Materials 272
Scripting for Audiovisuals 274
KEY TERMS 276CHAPTER 11 Writing for Web and Social Media 277THE CHANGING LANDSCAPE 278A Quick Word about Writing for Web Sites 279
OK, Let’s Get on with Web 2.0 281
BLOGS AND BLOGGING 282What to Blog About 283
Writing Blog Posts 284
How to Write Comments on Blogs 285
Micro-Blogging and Twitter 288
How to Write Twitter Posts 288
THE EVOLUTION OF THE PRESS RELEASE 290Standard Release Format 290
Search Engine Optimized Releases 291
Social Media Release 292
How to Write a Social Media Release 292
CREATING AN ONLINE NEWSROOM 298What to Include in Your Online Newsroom 299
Online Newsrooms to Study 301
KEY TERMS 303Glossary 305Index 317
NEWSLETTERS 162Types of Newsletters 162
Why a Newsletter? 163
Content 166
Objectives 167
Scheduling and Budgeting 167
Articles 167
Story Ideas 169
Researching Stories 171
Design Considerations 171
Style Sheets 172
MAGAZINES 172Content and Format 175
Types of Articles 176
TRADE JOURNALS 177FEATURE WRITING FOR NEWSLETTERS AND MAGAZINES 177Feature Style 178
Writing the Feature Story 181
Common Types of Features 187
EDITORIAL CONSIDERATIONS FOR DISPLAY COPY 188Writing Headlines 188
Writing Subheads and Crossheads 194
Writing Captions 194
Writing Pull Quotes 194
EDITING YOUR ARTICLES 195EVALUATION 196Methods of Evaluation 196
Evaluating Your Production Schedule 196
BROCHURES 205Planning Your Brochure 205
Fitting It All Together 208
OTHER INFORMATION PIECES 219Flyers 219
Posters 221
Booklets and Hybrids 223
ANNUAL REPORTS 226Audiences 228
Contents 228
Writing for Annual Reports 230
The Nonprofit Annual Report 232
KEY TERMS 236CHAPTER 9 Television and Radio 237REACHING BROADCAST AUDIENCES 238Video News Releases 238
Radio and Television Tapes and Actualities 240
Interviews and Talk Shows 240
Corporate Advertising and Public Service Announcements 240
WRITING FOR TELEVISION 241Basic Concepts 241
Writing for the Eye 243
Television Scripts 243
WRITING FOR RADIO 256Types of Radio Announcements 257
How to Get Your Public Service Announcements on the Air 259
KEY TERMS 263CHAPTER 10 Speeches and Presentations 264TYPES OF SPEECHES 265MODES OF DELIVERY 265PREPARATION AND WRITING 266Specifying Your Purpose 266
Analyzing Your Audience 266
Organizing Your Speech 267
Supporting Your Ideas 270
DELIVERY 270THE QUESTION-AND-ANSWER SESSION 271PRESENTATION MATERIALS 271Preparing Audiovisual Materials 272
Scripting for Audiovisuals 274
KEY TERMS 276CHAPTER 11 Writing for Web and Social Media 277THE CHANGING LANDSCAPE 278A Quick Word about Writing for Web Sites 279
OK, Let’s Get on with Web 2.0 281
BLOGS AND BLOGGING 282What to Blog About 283
Writing Blog Posts 284
How to Write Comments on Blogs 285
Micro-Blogging and Twitter 288
How to Write Twitter Posts 288
THE EVOLUTION OF THE PRESS RELEASE 290Standard Release Format 290
Search Engine Optimized Releases 291
Social Media Release 292
How to Write a Social Media Release 292
CREATING AN ONLINE NEWSROOM 298What to Include in Your Online Newsroom 299
Online Newsrooms to Study 301
KEY TERMS 303Glossary 305Index 317
Types of Newsletters 162
Why a Newsletter? 163
Content 166
Objectives 167
Scheduling and Budgeting 167
Articles 167
Story Ideas 169
Researching Stories 171
Design Considerations 171
Style Sheets 172
Content and Format 175
Types of Articles 176
TRADE JOURNALS 177FEATURE WRITING FOR NEWSLETTERS AND MAGAZINES 177Feature Style 178
Writing the Feature Story 181
Common Types of Features 187
EDITORIAL CONSIDERATIONS FOR DISPLAY COPY 188Writing Headlines 188
Writing Subheads and Crossheads 194
Writing Captions 194
Writing Pull Quotes 194
EDITING YOUR ARTICLES 195EVALUATION 196Methods of Evaluation 196
Evaluating Your Production Schedule 196
BROCHURES 205Planning Your Brochure 205
Fitting It All Together 208
OTHER INFORMATION PIECES 219Flyers 219
Posters 221
Booklets and Hybrids 223
ANNUAL REPORTS 226Audiences 228
Contents 228
Writing for Annual Reports 230
The Nonprofit Annual Report 232
KEY TERMS 236CHAPTER 9 Television and Radio 237REACHING BROADCAST AUDIENCES 238Video News Releases 238
Radio and Television Tapes and Actualities 240
Interviews and Talk Shows 240
Corporate Advertising and Public Service Announcements 240
WRITING FOR TELEVISION 241Basic Concepts 241
Writing for the Eye 243
Television Scripts 243
WRITING FOR RADIO 256Types of Radio Announcements 257
How to Get Your Public Service Announcements on the Air 259
KEY TERMS 263CHAPTER 10 Speeches and Presentations 264TYPES OF SPEECHES 265MODES OF DELIVERY 265PREPARATION AND WRITING 266Specifying Your Purpose 266
Analyzing Your Audience 266
Organizing Your Speech 267
Supporting Your Ideas 270
DELIVERY 270THE QUESTION-AND-ANSWER SESSION 271PRESENTATION MATERIALS 271Preparing Audiovisual Materials 272
Scripting for Audiovisuals 274
KEY TERMS 276CHAPTER 11 Writing for Web and Social Media 277THE CHANGING LANDSCAPE 278A Quick Word about Writing for Web Sites 279
OK, Let’s Get on with Web 2.0 281
BLOGS AND BLOGGING 282What to Blog About 283
Writing Blog Posts 284
How to Write Comments on Blogs 285
Micro-Blogging and Twitter 288
How to Write Twitter Posts 288
THE EVOLUTION OF THE PRESS RELEASE 290Standard Release Format 290
Search Engine Optimized Releases 291
Social Media Release 292
How to Write a Social Media Release 292
CREATING AN ONLINE NEWSROOM 298What to Include in Your Online Newsroom 299
Online Newsrooms to Study 301
KEY TERMS 303Glossary 305Index 317
Feature Style 178
Writing the Feature Story 181
Common Types of Features 187
EDITORIAL CONSIDERATIONS FOR DISPLAY COPY 188Writing Headlines 188
Writing Subheads and Crossheads 194
Writing Captions 194
Writing Pull Quotes 194
EDITING YOUR ARTICLES 195EVALUATION 196Methods of Evaluation 196
Evaluating Your Production Schedule 196
BROCHURES 205Planning Your Brochure 205
Fitting It All Together 208
OTHER INFORMATION PIECES 219Flyers 219
Posters 221
Booklets and Hybrids 223
ANNUAL REPORTS 226Audiences 228
Contents 228
Writing for Annual Reports 230
The Nonprofit Annual Report 232
KEY TERMS 236CHAPTER 9 Television and Radio 237REACHING BROADCAST AUDIENCES 238Video News Releases 238
Radio and Television Tapes and Actualities 240
Interviews and Talk Shows 240
Corporate Advertising and Public Service Announcements 240
WRITING FOR TELEVISION 241Basic Concepts 241
Writing for the Eye 243
Television Scripts 243
WRITING FOR RADIO 256Types of Radio Announcements 257
How to Get Your Public Service Announcements on the Air 259
KEY TERMS 263CHAPTER 10 Speeches and Presentations 264TYPES OF SPEECHES 265MODES OF DELIVERY 265PREPARATION AND WRITING 266Specifying Your Purpose 266
Analyzing Your Audience 266
Organizing Your Speech 267
Supporting Your Ideas 270
DELIVERY 270THE QUESTION-AND-ANSWER SESSION 271PRESENTATION MATERIALS 271Preparing Audiovisual Materials 272
Scripting for Audiovisuals 274
KEY TERMS 276CHAPTER 11 Writing for Web and Social Media 277THE CHANGING LANDSCAPE 278A Quick Word about Writing for Web Sites 279
OK, Let’s Get on with Web 2.0 281
BLOGS AND BLOGGING 282What to Blog About 283
Writing Blog Posts 284
How to Write Comments on Blogs 285
Micro-Blogging and Twitter 288
How to Write Twitter Posts 288
THE EVOLUTION OF THE PRESS RELEASE 290Standard Release Format 290
Search Engine Optimized Releases 291
Social Media Release 292
How to Write a Social Media Release 292
CREATING AN ONLINE NEWSROOM 298What to Include in Your Online Newsroom 299
Online Newsrooms to Study 301
KEY TERMS 303Glossary 305Index 317
Writing Headlines 188
Writing Subheads and Crossheads 194
Writing Captions 194
Writing Pull Quotes 194
EVALUATION 196Methods of Evaluation 196
Evaluating Your Production Schedule 196
BROCHURES 205Planning Your Brochure 205
Fitting It All Together 208
OTHER INFORMATION PIECES 219Flyers 219
Posters 221
Booklets and Hybrids 223
ANNUAL REPORTS 226Audiences 228
Contents 228
Writing for Annual Reports 230
The Nonprofit Annual Report 232
KEY TERMS 236CHAPTER 9 Television and Radio 237REACHING BROADCAST AUDIENCES 238Video News Releases 238
Radio and Television Tapes and Actualities 240
Interviews and Talk Shows 240
Corporate Advertising and Public Service Announcements 240
WRITING FOR TELEVISION 241Basic Concepts 241
Writing for the Eye 243
Television Scripts 243
WRITING FOR RADIO 256Types of Radio Announcements 257
How to Get Your Public Service Announcements on the Air 259
KEY TERMS 263CHAPTER 10 Speeches and Presentations 264TYPES OF SPEECHES 265MODES OF DELIVERY 265PREPARATION AND WRITING 266Specifying Your Purpose 266
Analyzing Your Audience 266
Organizing Your Speech 267
Supporting Your Ideas 270
DELIVERY 270THE QUESTION-AND-ANSWER SESSION 271PRESENTATION MATERIALS 271Preparing Audiovisual Materials 272
Scripting for Audiovisuals 274
KEY TERMS 276CHAPTER 11 Writing for Web and Social Media 277THE CHANGING LANDSCAPE 278A Quick Word about Writing for Web Sites 279
OK, Let’s Get on with Web 2.0 281
BLOGS AND BLOGGING 282What to Blog About 283
Writing Blog Posts 284
How to Write Comments on Blogs 285
Micro-Blogging and Twitter 288
How to Write Twitter Posts 288
THE EVOLUTION OF THE PRESS RELEASE 290Standard Release Format 290
Search Engine Optimized Releases 291
Social Media Release 292
How to Write a Social Media Release 292
CREATING AN ONLINE NEWSROOM 298What to Include in Your Online Newsroom 299
Online Newsrooms to Study 301
KEY TERMS 303Glossary 305Index 317
Methods of Evaluation 196
Evaluating Your Production Schedule 196
Planning Your Brochure 205
Fitting It All Together 208
OTHER INFORMATION PIECES 219Flyers 219
Posters 221
Booklets and Hybrids 223
ANNUAL REPORTS 226Audiences 228
Contents 228
Writing for Annual Reports 230
The Nonprofit Annual Report 232
KEY TERMS 236CHAPTER 9 Television and Radio 237REACHING BROADCAST AUDIENCES 238Video News Releases 238
Radio and Television Tapes and Actualities 240
Interviews and Talk Shows 240
Corporate Advertising and Public Service Announcements 240
WRITING FOR TELEVISION 241Basic Concepts 241
Writing for the Eye 243
Television Scripts 243
WRITING FOR RADIO 256Types of Radio Announcements 257
How to Get Your Public Service Announcements on the Air 259
KEY TERMS 263CHAPTER 10 Speeches and Presentations 264TYPES OF SPEECHES 265MODES OF DELIVERY 265PREPARATION AND WRITING 266Specifying Your Purpose 266
Analyzing Your Audience 266
Organizing Your Speech 267
Supporting Your Ideas 270
DELIVERY 270THE QUESTION-AND-ANSWER SESSION 271PRESENTATION MATERIALS 271Preparing Audiovisual Materials 272
Scripting for Audiovisuals 274
KEY TERMS 276CHAPTER 11 Writing for Web and Social Media 277THE CHANGING LANDSCAPE 278A Quick Word about Writing for Web Sites 279
OK, Let’s Get on with Web 2.0 281
BLOGS AND BLOGGING 282What to Blog About 283
Writing Blog Posts 284
How to Write Comments on Blogs 285
Micro-Blogging and Twitter 288
How to Write Twitter Posts 288
THE EVOLUTION OF THE PRESS RELEASE 290Standard Release Format 290
Search Engine Optimized Releases 291
Social Media Release 292
How to Write a Social Media Release 292
CREATING AN ONLINE NEWSROOM 298What to Include in Your Online Newsroom 299
Online Newsrooms to Study 301
KEY TERMS 303Glossary 305Index 317
Flyers 219
Posters 221
Booklets and Hybrids 223
Audiences 228
Contents 228
Writing for Annual Reports 230
The Nonprofit Annual Report 232
KEY TERMS 236CHAPTER 9 Television and Radio 237REACHING BROADCAST AUDIENCES 238Video News Releases 238
Radio and Television Tapes and Actualities 240
Interviews and Talk Shows 240
Corporate Advertising and Public Service Announcements 240
WRITING FOR TELEVISION 241Basic Concepts 241
Writing for the Eye 243
Television Scripts 243
WRITING FOR RADIO 256Types of Radio Announcements 257
How to Get Your Public Service Announcements on the Air 259
KEY TERMS 263CHAPTER 10 Speeches and Presentations 264TYPES OF SPEECHES 265MODES OF DELIVERY 265PREPARATION AND WRITING 266Specifying Your Purpose 266
Analyzing Your Audience 266
Organizing Your Speech 267
Supporting Your Ideas 270
DELIVERY 270THE QUESTION-AND-ANSWER SESSION 271PRESENTATION MATERIALS 271Preparing Audiovisual Materials 272
Scripting for Audiovisuals 274
KEY TERMS 276CHAPTER 11 Writing for Web and Social Media 277THE CHANGING LANDSCAPE 278A Quick Word about Writing for Web Sites 279
OK, Let’s Get on with Web 2.0 281
BLOGS AND BLOGGING 282What to Blog About 283
Writing Blog Posts 284
How to Write Comments on Blogs 285
Micro-Blogging and Twitter 288
How to Write Twitter Posts 288
THE EVOLUTION OF THE PRESS RELEASE 290Standard Release Format 290
Search Engine Optimized Releases 291
Social Media Release 292
How to Write a Social Media Release 292
CREATING AN ONLINE NEWSROOM 298What to Include in Your Online Newsroom 299
Online Newsrooms to Study 301
KEY TERMS 303Glossary 305Index 317
REACHING BROADCAST AUDIENCES 238Video News Releases 238
Radio and Television Tapes and Actualities 240
Interviews and Talk Shows 240
Corporate Advertising and Public Service Announcements 240
WRITING FOR TELEVISION 241Basic Concepts 241
Writing for the Eye 243
Television Scripts 243
WRITING FOR RADIO 256Types of Radio Announcements 257
How to Get Your Public Service Announcements on the Air 259
KEY TERMS 263CHAPTER 10 Speeches and Presentations 264TYPES OF SPEECHES 265MODES OF DELIVERY 265PREPARATION AND WRITING 266Specifying Your Purpose 266
Analyzing Your Audience 266
Organizing Your Speech 267
Supporting Your Ideas 270
DELIVERY 270THE QUESTION-AND-ANSWER SESSION 271PRESENTATION MATERIALS 271Preparing Audiovisual Materials 272
Scripting for Audiovisuals 274
KEY TERMS 276CHAPTER 11 Writing for Web and Social Media 277THE CHANGING LANDSCAPE 278A Quick Word about Writing for Web Sites 279
OK, Let’s Get on with Web 2.0 281
BLOGS AND BLOGGING 282What to Blog About 283
Writing Blog Posts 284
How to Write Comments on Blogs 285
Micro-Blogging and Twitter 288
How to Write Twitter Posts 288
THE EVOLUTION OF THE PRESS RELEASE 290Standard Release Format 290
Search Engine Optimized Releases 291
Social Media Release 292
How to Write a Social Media Release 292
CREATING AN ONLINE NEWSROOM 298What to Include in Your Online Newsroom 299
Online Newsrooms to Study 301
KEY TERMS 303Glossary 305Index 317
Video News Releases 238
Radio and Television Tapes and Actualities 240
Interviews and Talk Shows 240
Corporate Advertising and Public Service Announcements 240
Basic Concepts 241
Writing for the Eye 243
Television Scripts 243
WRITING FOR RADIO 256Types of Radio Announcements 257
How to Get Your Public Service Announcements on the Air 259
KEY TERMS 263CHAPTER 10 Speeches and Presentations 264TYPES OF SPEECHES 265MODES OF DELIVERY 265PREPARATION AND WRITING 266Specifying Your Purpose 266
Analyzing Your Audience 266
Organizing Your Speech 267
Supporting Your Ideas 270
DELIVERY 270THE QUESTION-AND-ANSWER SESSION 271PRESENTATION MATERIALS 271Preparing Audiovisual Materials 272
Scripting for Audiovisuals 274
KEY TERMS 276CHAPTER 11 Writing for Web and Social Media 277THE CHANGING LANDSCAPE 278A Quick Word about Writing for Web Sites 279
OK, Let’s Get on with Web 2.0 281
BLOGS AND BLOGGING 282What to Blog About 283
Writing Blog Posts 284
How to Write Comments on Blogs 285
Micro-Blogging and Twitter 288
How to Write Twitter Posts 288
THE EVOLUTION OF THE PRESS RELEASE 290Standard Release Format 290
Search Engine Optimized Releases 291
Social Media Release 292
How to Write a Social Media Release 292
CREATING AN ONLINE NEWSROOM 298What to Include in Your Online Newsroom 299
Online Newsrooms to Study 301
KEY TERMS 303Glossary 305Index 317
Types of Radio Announcements 257
How to Get Your Public Service Announcements on the Air 259
CHAPTER 10 Speeches and Presentations 264TYPES OF SPEECHES 265MODES OF DELIVERY 265PREPARATION AND WRITING 266Specifying Your Purpose 266
Analyzing Your Audience 266
Organizing Your Speech 267
Supporting Your Ideas 270
DELIVERY 270THE QUESTION-AND-ANSWER SESSION 271PRESENTATION MATERIALS 271Preparing Audiovisual Materials 272
Scripting for Audiovisuals 274
KEY TERMS 276CHAPTER 11 Writing for Web and Social Media 277THE CHANGING LANDSCAPE 278A Quick Word about Writing for Web Sites 279
OK, Let’s Get on with Web 2.0 281
BLOGS AND BLOGGING 282What to Blog About 283
Writing Blog Posts 284
How to Write Comments on Blogs 285
Micro-Blogging and Twitter 288
How to Write Twitter Posts 288
THE EVOLUTION OF THE PRESS RELEASE 290Standard Release Format 290
Search Engine Optimized Releases 291
Social Media Release 292
How to Write a Social Media Release 292
CREATING AN ONLINE NEWSROOM 298What to Include in Your Online Newsroom 299
Online Newsrooms to Study 301
KEY TERMS 303Glossary 305Index 317
MODES OF DELIVERY 265PREPARATION AND WRITING 266Specifying Your Purpose 266
Analyzing Your Audience 266
Organizing Your Speech 267
Supporting Your Ideas 270
DELIVERY 270THE QUESTION-AND-ANSWER SESSION 271PRESENTATION MATERIALS 271Preparing Audiovisual Materials 272
Scripting for Audiovisuals 274
KEY TERMS 276CHAPTER 11 Writing for Web and Social Media 277THE CHANGING LANDSCAPE 278A Quick Word about Writing for Web Sites 279
OK, Let’s Get on with Web 2.0 281
BLOGS AND BLOGGING 282What to Blog About 283
Writing Blog Posts 284
How to Write Comments on Blogs 285
Micro-Blogging and Twitter 288
How to Write Twitter Posts 288
THE EVOLUTION OF THE PRESS RELEASE 290Standard Release Format 290
Search Engine Optimized Releases 291
Social Media Release 292
How to Write a Social Media Release 292
CREATING AN ONLINE NEWSROOM 298What to Include in Your Online Newsroom 299
Online Newsrooms to Study 301
KEY TERMS 303Glossary 305Index 317
Specifying Your Purpose 266
Analyzing Your Audience 266
Organizing Your Speech 267
Supporting Your Ideas 270
DELIVERY 270THE QUESTION-AND-ANSWER SESSION 271PRESENTATION MATERIALS 271Preparing Audiovisual Materials 272
Scripting for Audiovisuals 274
KEY TERMS 276CHAPTER 11 Writing for Web and Social Media 277THE CHANGING LANDSCAPE 278A Quick Word about Writing for Web Sites 279
OK, Let’s Get on with Web 2.0 281
BLOGS AND BLOGGING 282What to Blog About 283
Writing Blog Posts 284
How to Write Comments on Blogs 285
Micro-Blogging and Twitter 288
How to Write Twitter Posts 288
THE EVOLUTION OF THE PRESS RELEASE 290Standard Release Format 290
Search Engine Optimized Releases 291
Social Media Release 292
How to Write a Social Media Release 292
CREATING AN ONLINE NEWSROOM 298What to Include in Your Online Newsroom 299
Online Newsrooms to Study 301
KEY TERMS 303Glossary 305Index 317
PRESENTATION MATERIALS 271Preparing Audiovisual Materials 272
Scripting for Audiovisuals 274
KEY TERMS 276CHAPTER 11 Writing for Web and Social Media 277THE CHANGING LANDSCAPE 278A Quick Word about Writing for Web Sites 279
OK, Let’s Get on with Web 2.0 281
BLOGS AND BLOGGING 282What to Blog About 283
Writing Blog Posts 284
How to Write Comments on Blogs 285
Micro-Blogging and Twitter 288
How to Write Twitter Posts 288
THE EVOLUTION OF THE PRESS RELEASE 290Standard Release Format 290
Search Engine Optimized Releases 291
Social Media Release 292
How to Write a Social Media Release 292
CREATING AN ONLINE NEWSROOM 298What to Include in Your Online Newsroom 299
Online Newsrooms to Study 301
KEY TERMS 303Glossary 305Index 317
Preparing Audiovisual Materials 272
Scripting for Audiovisuals 274
CHAPTER 11 Writing for Web and Social Media 277THE CHANGING LANDSCAPE 278A Quick Word about Writing for Web Sites 279
OK, Let’s Get on with Web 2.0 281
BLOGS AND BLOGGING 282What to Blog About 283
Writing Blog Posts 284
How to Write Comments on Blogs 285
Micro-Blogging and Twitter 288
How to Write Twitter Posts 288
THE EVOLUTION OF THE PRESS RELEASE 290Standard Release Format 290
Search Engine Optimized Releases 291
Social Media Release 292
How to Write a Social Media Release 292
CREATING AN ONLINE NEWSROOM 298What to Include in Your Online Newsroom 299
Online Newsrooms to Study 301
KEY TERMS 303Glossary 305Index 317
A Quick Word about Writing for Web Sites 279
OK, Let’s Get on with Web 2.0 281
BLOGS AND BLOGGING 282What to Blog About 283
Writing Blog Posts 284
How to Write Comments on Blogs 285
Micro-Blogging and Twitter 288
How to Write Twitter Posts 288
THE EVOLUTION OF THE PRESS RELEASE 290Standard Release Format 290
Search Engine Optimized Releases 291
Social Media Release 292
How to Write a Social Media Release 292
CREATING AN ONLINE NEWSROOM 298What to Include in Your Online Newsroom 299
Online Newsrooms to Study 301
KEY TERMS 303Glossary 305Index 317
What to Blog About 283
Writing Blog Posts 284
How to Write Comments on Blogs 285
Micro-Blogging and Twitter 288
How to Write Twitter Posts 288
Standard Release Format 290
Search Engine Optimized Releases 291
Social Media Release 292
How to Write a Social Media Release 292
CREATING AN ONLINE NEWSROOM 298What to Include in Your Online Newsroom 299
Online Newsrooms to Study 301
KEY TERMS 303Glossary 305Index 317
What to Include in Your Online Newsroom 299
Online Newsrooms to Study 301
Glossary 305Index 317
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