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Full Product Details

Author:   Donald Treadwell ,  Jill B. Treadwell
Publisher:   SAGE Publications Inc
Imprint:   SAGE Publications Inc
Edition:   Updated ed
Dimensions:   Width: 21.50cm , Height: 2.90cm , Length: 27.90cm
Weight:   1.220kg
ISBN:  

9780761945994

ISBN 10:   0761945997
Pages:   536
Publication Date:   19 February 2004
Audience:   College/higher education ,  Tertiary & Higher Education
Replaced By:   9781412905510
Format:   Paperback
Publisher's Status:   Out of Print
Availability:   Awaiting stock  

Table of Contents

"Chapter One: Introduction Chapter Two: Public relations writing Defining public relations and public relations writing Public relations writing style The value of editing: ""get on with it!"" Putting theory into practice Writing wrap-up References and resources End notes Chapter Three: Research for public relations writing Research, public relations research adn public relations writing research Writing wrap-up References and resources End notes Chapter Four: Planning Planning tools Writing wrap-up References and resources End notes Chapter Five: Ethics and corporate culture Ethics Organizational culture Writing wrap-up References and resources End notes Chapter Six: Legal issues and authorities The issues Web rights The agencies The law, the future and you Writing wrap-up References and resources End notes Chapter Seven: Design issues in public relations PR Banner Communicating with space Communicating with type Communicating with graphics Communicating with color Special option Production: Working with your printer Writing wrap-up References and resources End notes Chapter Eight: From preparation to practice Writing to your publics: Audience-centered thinking Writing to a purpose Learning about your employers Writing wrap-up References and resources Chapter Nine: Newswriting for the mass media Using the media effectively: More than making the six o′clock news Where to place the release: Specific media selection Writing and placing news releases Newswriting for the press Newswriting for broadcast media Newswriting in a crisis: When the news isn′t good Distributing your release: How to get the word out Why are YOU writing the release, or producing the video? SUCCESS! Measuring the results Writing wrap-up References and resources End notes Chapter 10: Writing for media under your control Using controlled media for ""news"" Scriptwriting: Writing for sounds and visuals Newsletters Annual reports Writing wrap-up References and resources End notes Chatper Eleven: Writing to Persuade Centuries of persuasion Public relations writing in context Simplifying persuasion theory Bringing it all together From theory into practice Writing wrap-up References and resources End notes Chapter Twelve: Writing for the global audience Intercultural communication Writing for the World Wide Web Public relations on the Web The Web as a public relations medium Writing wrap-up References and resources End notes Chapter Thirteen Celebrations, grand openings and annual meetings Information kits: Media, sales, educational and public Industry conferences, exhibitions, conventions and trade fairs Writing wrap-up End notes Appendix A: Reserach methods for public relations writng Appendix B: Code of Professional Standards for the Practice of Public Relations Appendix C: Some thoughts on law and regulations Appendix D: Printing issues Appendix E: Grammar, usage, and punctuation"

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Author Information

Donald Treadwell earned his master’s degree in communication from Cornell University and his PhD in communication and rhetoric from Rensselaer Polytechnic Institute. He developed and taught communication research classes in classroom and online settings and also taught courses in organizational communication, public relations, and public relations writing. He is the coauthor of Public Relations Writing: Principles in Practice (2nd ed., Sage, 2005). He has published and presented research on organizational image, consumer response to college names, health professionals’ images of AIDS, faculty perceptions of the communication discipline, and employers’ expectations of newly hired communication graduates. His research appears in Communication Monographs, Journal of Technical Writing and Communication, Public Relations Review, Journal of Human Subjectivity, and Criminal Justice Ethics. He is professor emeritus, Westfield State University, and has international consulting experience in agricultural extension and health communication.   Jill Treadwell has 30 years experience in publications and public relations.  She has managed PR campaigns for the US and international companies as well as for non-profit and educational organizations.  She has a background in both writing and design and has specialized in annual reports, newsletters, brochures, and proposals directed at state and federal procurement agencies. In addition to maintaining a private public relations consulting practice, she currently teaches public relations, public relations writing and other writing courses in both classroom and online settings at Westfield State College.

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