(Each Chapter concludes with a Summary, Exercises, and Additional Resources.)
I. THE BASICS OF PUBLIC WRITING.
1. Preparing For Writing. The Public Relations Writer.
The Objectives.
Audience.
Channels.
Preparation for Writing.
Equipment.
References.
Dictionary.
Encyclopedia.
Stylebook.
Thesaurus.
Atlas.
Press Directory.
Professional Periodicals.
Internet Groups.
Current Events and Trends.
Research: Preclude to Writing.
Inquiries.
Interviews.
Library Resources.
Online Retrieval Services.
Online Networks.
The Internet and the World Wide Web.
Writing Guidelines.
Outlining the Purpose.
Sentences.
Paragraphs.
Word Choice.
Active Verbs/Present Tense.
Imagery.
Errors to Avoid.
Spelling.
Gobbledygook and Jargon.
Poor Sentence Structure.
Wrong Words.
Sound-alike Words.
Redundancies.
Too Many Numbers.
Hype.
Bias and Stereotypes.
Politically Incorrect Language.
2. Persuasive Writing. The Basics of Communication.
Receiver.
Media.
Message.
Sender.
Theories of Communication.
Two-step Flow Theory.
Media Uses and Gratification.
Cognitive Dissonance.
Media Effects.
Framing.
Diffusion and Adoption.
Hierarchy-of-Needs Theory.
Applying Theory to Practice.
Persuasive Writing.
Audience Analysis.
Source Credibility.
Appeal to Self-Interest.
Clarity of the Message.
Timing and Context.
Symbols, Slogans and Acronyms.
Semantics.
Suggestions for Action.
Content and Structure.
Drama.
Statistics.
Surveys and Polls.
Examples.
Testimonials.
Endorsements.
Emotional Appeals.
The Ethics of Persuasion.
3. Finding and Generating News. Barriers to Media Coverage.
What Makes News.
Timeliness.
Prominence.
Proximity.
Significance.
Unusualness.
Human Interest.
Conflict.
Newness.
How to Find News.
Internal News Sources.
External News Sources.
How to Create News.
Brainstorming.
Special Events.
Contests.
Polls and Surveys.
Top 10 Lists.
Stunts.
Product Demonstrations.
Rallies and Protests.
Personal Appearances.
4. Legal and Ethical Guidelines. Examples of Legal Problems.
The Fair Comment Defense.
Libel and Slander.
Invasion of Privacy.
Releases for Advertising and Promotion.
Regulations of Government Agencies.
Securities and Exchange Commission.
Federal Trade Commission.
Other Regulatory Agencies.
Copyright Law.
The Rights of Free-Lancers.
Fair Use and Infringement.
Trademark Law.
Working with Lawyers.
Ethics and Professionalism.
II. WRITING FOR MASS MEDIA.
5. The News Release. The Value of News Releases.
Planning a News Release.
The Basic Questions.
Selection of Paper.
Spacing and Margins.
Use AP Style.
Types of News Releases.
Announcements.
Spot Announcements.
Reaction Releases.
Bad News.
Local News.
Parts of a News Release.
Letterhead.
Contacts.
Headline.
Dateline.
The Lead.
Body of Text.
Fact Sheets.
Frequently Asked Questions.
Placement.
Gatekeepers.
Deadlines.
Getting Maximum Results.
Mistakes to Avoid.
6. The Feature Story. The Value of Features.
Planning a Feature.
Ways to Process.
Types of Features.
Case Study.
Application Story.
Research Study.
Backgrounder.
Personality Profile.
Historical Piece.
Parts of a Feature.
The Lead.
Body of the Feature.
Summary.
Photos and Graphics.
Placement Opportunities.
Newspapers.
General Magazines.
Specialty/trade Magazines.
Internet Publications.
7. Photos and Graphics. Elements of a Good Publicity Photo.
Quality.
Subject Matter.
Composition.
Action.
Scale.
Camera Angle.
Lighting and Timing.
Color.
Working With Photographers.
Finding Photographers.
Contracts.
The Photo Session.
Cropping and Retouching.
Computer Altering of Photos.
Writing Photo Captions.
Format of a Caption.
Attaching the Caption.
Packaging and Distribution.
Graphics.
Charts.
Diagrams.
Renderings and Models.
Maps.
Line Drawings and Clip Art.
Photo and Art Files.
8. Pitch Letters, Media Alerts, Press Kits, And Op-Ed. Pitch Letters.
Researching the Publication.
Preparing the Pitch Letter.
Follow-up on Your Letter.
Media Alerts.
Press Kits.
Corporate Profile.
Backgrounder.
Compiling a Press Kit.
Electronic Press Kits.
Op-Ed.
Op-Ed: A Case History.
Letters to the Editor.
9. Radio, Television, And Webcasting. Radio.
Radio News Releases.
Audio News Releases.
Production.
Delivery.
Use.
Public Service Announcements.
Format.
Production.
Use.
Some Tips.
Radio Media Tours.
Television.
Video News Releases.
Format.
Production.
Delivery.
Broadcast Use of VNRs.
Public Service Announcements.
Satellite Media Tours.
News Feeds.
Placement Opportunities.
Talk Shows.
Public Service Programs.
Magazine Shows.
Entertainment Programs.
Community Calendars.
Editorials.
Free-Speech Messages.
Radio Promotions.
Creative Publicity.
Feature Films and Videos.
Product Placement.
Webcasting.
