Public Relations Worktext: Strategic Message Development

Public Relations Worktext provides the fundamental knowledge and the basic preparation needed for the professional practice of public relations writing. This textbook introduces readers to public relations and writing, providing an overview of the four-step public relations process in addition to defining and detailing the writing activities involved. It presents in-depth information on the writing formats and approaches used in implementing strategic public relations plans, offering instruction for developing all types of writing assignments, starting with memos, proposals, and news releases, and moving on to the more complex tasks of advocacy writing, newsletters, crisis planning, and online communication. Examples accompany the discussions, providing guidance and structure for the varied writing activities.

Retaining the approach of the first edition, this text incorporates numerous changes and updates, making it suitable for use as a primary course text. Updates include:
*Expanded text sections with detailed content on research, planning, ethical and legal considerations, and crisis communications;
*A focus on writing for the Web and electronic media, including an entire chapter on online writing and communication;
*Current examples and reprints of effective public relations writing by leading companies in a variety of organizational settings, including Proctor & Gamble, Ben & Jerry's, Mattel, the U.S. Golf Association, Kodak, and Heinz;
*"Tips from the Top" inserts feature comments and insights from public relations and media professionals on such critical topics as pitching the media, planning events, and developing Intranet sites, and
*Chapter summaries, suggested readings, assignments, and an appendix with more than 30 checklists to utilize when working on assignments.

Authors Joseph M. Zappala and Ann R. Carden offer a clear and engaging introduction to the writing activities involved in public relations practice, resulting in a valuable resource for professionals as well as a practical classroom text for students planning careers in public relations.