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9780787986315

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?Essential for any PR professional. Well written and easy to understand.? --Richard Edelman, president and CEO, Edelman Public Relations Worldwide ?Despite all the rapid advances in technology, good writing is still the key to effective communications. And good writing comes from clear thinking. This book provides an excellent, step-by-step approach to both.?--Jon Iwata, senior vice president, Communications, IBM ?Good writing is still at the core of all great communications campaigns, and this book provides aspiring and experienced practitioners with practical guidelines and effective approaches to consider.?--Andy Polansky, president, Weber Shandwick Worldwide ?This is a practical, direct, and easy-to-use handbook for public relations writing, authored by top communications professionals. It?s a must-read for anyone serious about a successful career in public relations.?--Carl Folta, executive vice president, Corporate Communications, Viacom, Inc. ?This book offers no-nonsense, straight-ahead advice on how to compete and win in today?s digital world of public relations.?-- Paula D. Woodley, lecturer, Annenberg School for Communications, University of Southern California

Author Information

Merry Aronson is the founder and director of MerryMedia, a Los Angeles–based entertainment marketing and PR firm. She has worked as a journalist, entertainment publicist, and network television promotion executive, and has taught PR writing at New York University and University of California, Los Angeles. Don Spetner is senior vice president for Global Marketing and Communications at Korn/Ferry International. He was named an “Industry All Star” by Inside PR magazine, and his essays on communications have been published in The Journal of Corporate Public Relations and PRWeek. Carol Ames teaches entertainment studies and public relations on the faculty of California State University, Fullerton. She is an experienced independent public relations professional and executive producer of movies for television.

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