Public relations writing : form and style by Newsom, Doug

Table of Contents: “…Chapter 9: Media kits, media pitches, backgrounders and position papers -- Media kits -- Media kits for special events -- Media credentials -- Materials for media rooms-crises and special events -- Media pitches -- Be prepared and be persistent -- Backgrounders and position papers -- Backgrounders -- Position papers -- Format -- Special uses -- Conclusions -- Exercises -- Part 5: Writing For Select Publics -- Chapter 10: Message design concepts -- Creative process -- Symbols -- Type -- Logos -- Color -- Photographs and art -- Infographics -- Sound and motion -- Radio and other audio -- Television, video, film and the internet -- Qualities of good message design -- Clear creative concept -- Getting and holding attention -- Understanding publics -- Good organization -- Visual principles -- Balance -- Visual weight -- Horizontal and vertical lines -- Contrast -- Movement -- Harmony -- Unity -- Proportion -- Conclusions -- Exercises -- Chapter 11: Email, memos and letters -- Email -- Formats and content -- Style -- Memos -- Memo formats -- Classifications of memos -- Factors affecting the use of memos -- Letters -- Business letter format -- Types of letters -- Conclusions -- Exercises -- Chapter 12: Reports and proposals -- Reports and proposals compared -- Organization of reports and proposals -- Readability and applicability -- Annual reports -- Clarity versus accuracy -- Planning the report --Writing the report -- Conclusions -- Exercises -- Chapter 13: Writing advertising copy -- Advertising as a persuasive force -- Appeal -- Positioning -- Behavior -- Basic guidelines for writing advertising copy -- Purpose -- Objective facts -- Publics -- Media -- Creative approach -- Visualization -- Language -- Repetition -- Public service announcements -- Writing advertising copy for electronic media-television, radio, online -- Copywriting for TV -- Copywriting for radio -- Online PSAs -- Broadcast production relationships -- Copywriting for print media -- Attention -- Interest -- Desire -- Credibility -- Action -- Copywriting for newspapers -- Copywriting for magazines -- Copywriting for web pages -- Copywriting for direct response and direct advertising -- Copywriting for out-of-home media -- Copywriting for sales promotion -- Conclusions -- Exercises -- Chapter 14: Newsletters -- Criteria for successful newsletters -- Filling unmet needs -- Uniqueness -- Distribution -- Knowledge and skills -- Frequency -- Format -- Types and functions of newsletters -- Employee and member newsletters -- Special-interest subscriber newsletters -- Technical and content considerations -- Reporting and writing for newsletters -- Reporting -- Writing tips for newsletters -- Fitting newsletter copy and design -- Writing and designing newsletters on desktop systems -- Expediting editorial matter -- Designing -- Conclusions -- Exercises -- Chapter 15: Brochures -- Purpose -- Persuade -- Inform and educate -- Concept -- Purpose and object -- Giving shape to information -- Rules -- Accuracy -- Active voice -- Style -- Tone -- Visuals -- Designing brochures -- Format -- Using computer templates -- Type -- Paper -- White space -- Color -- Reproduction -- Letterpress -- Offset -- Gravure -- Distribution -- Conclusions -- Exercises -- Chapter 16: Magazines -- Topics -- Employee publications -- Association publications -- Trade and industry publications -- Corporate publications for the public -- Conclusions -- Exercises -- Chapter 17: Speeches, presentations and other orally delivered messages -- Speeches -- Types of speeches -- Planning -- Paring and timing -- Persuading -- Mechanics of organization -- Style -- Setting the stage and writing the finale -- Presentation scripts -- Differences and similarities -- Types of presentations -- Planning -- Development -- Matching words and sights -- Computer advantages/disadvantages -- Older types of presentation aids -- Other speech/presentations occasions -- Media interviews -- News conferences -- Evaluations -- Conclusions -- Exercises -- Part 6: Writing In Turbulent Times -- Chapter 18: Crisis communication -- Planning for crisis situations -- Corporate information -- Handling the crisis -- Conclusions -- Exercise -- Appendix A: Readability formulas -- Flesch's reading ease and human interest formulas -- Gunning's fog index -- Dale-Chall formula -- ELF --- Other readability tests -- Software programs -- Appendix B: Copyfitting -- Sizing copy -- Sample copyfitting problems -- Broadcast copy -- Radio -- Television -- Appendix C: Answer to AP style exercises -- Notes -- Selected bibliography -- Index.…”

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