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Public Relations Writing: Form and Style

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最低价：￥425.00

定价：￥999.50

作者：Doug Newsom,Jim Haynes 著

出版社：Wadsworth Publishing

出版时间：2004-03-19

I S B N：9780534612962

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Public Relations Writing: Form and Style

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425.00元

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"Perhaps the chief virtue of the book centers on the fact that chapters seven through 20 cover many of the forms PR writing can take. With undergraduates, I like to have a single textbook from which I can teach. Assigning multiple books to a class does not work well with college sophomores and juniors. The breadth of this book allows me to teach from one text.""I have looked over other texts and am not satisfied with them as alternates."General organization of material: "The authors’ philosophy of PR writing, their evidence of practical and academic background/knowledge, plus, their writing style (they practice what they preach - - simple, straight forward writing). I am very satisfied with the text.""The text also does a very nice job of including basic computer tools, such as grammar check and PowerPoint presentations.""A good chapter on ethics. The portion of the chapter on refusing assignments or asking for reassignment is excellent. Students need to know that they do not have to do the organizations bidding if it involves unethical practices."

内容简介

PUBLIC RELATIONS WRITING: FORM AND STYLE offers the practical approach one would expect to find in a trade book, but uses the principles and theories of public relations to give students what they need to write with understanding and purpose. Part One provides the background for all public relations writing tasks by explaining how this kind of writing is unique and by exploring the legal and ethical obligations. Part Two is the writing principles section, which covers both style and techniques. Part Three begins with basic public relations writing assignments that students are likely to be exposed to early in their jobs: emails, memos, letters, reports and proposals, backgrounders and position papers. Part Four covers writing for mass media. Much of this section has changed to reflect the impact of technology on media. Part Five covers more complex public relations writing functions, including media kits, media pitches, print and online newsletters, brochures, magazines, including those online, and annual reports. The chapter on crisis communication now includes the planning process that can be used to handle campaigns and crises.