Public relations writing : an issue-driven behavioral approach / Kerry Tucker, Doris Derelian, Donna Rouner.

Format:

Book

Author/Creator:

Tucker, Kerry, 1947-

Contributor:

Derelian, Doris.

Rouner, Donna.

Language:

English

Subjects (All):

Public relations.

Public relations--Authorship.

Publicity.

Physical Description:

xviii, 358 pages : illustrations ; 25 cm

Edition:

Third edition.

Place of Publication:

Upper Saddle River, N.J. : Prentice Hall, [1997]

Summary:

"Public Relations Writing organizes writing and the techniques of practice to generate supportive behaviors from publics important to an organization. Its foundation is an issue anticipation process which incorporates behavioral strategy to help manage issues critical to the pursuit of an organization's mission. A behavioral framework links the public relations plan and application of motivational principles to writing and organizing public relations techniques. The third edition modifies the behavioral framework to better overcome obstacles to behavior change. It also begins to embrace the new wave of communication technology which will revolutionize public relations writing and tactics."--BOOK JACKET.

Contents:

1. An Issue-Driven, Behavioral Approach to Public Relations Writing and Techniques

2. An Issue-Driven Approach to Public Relations Planning

3. Applying Behavioral Principles to Public Relations Writing

4. Building the Case: Position Papers, Backgrounders, Fact Sheets, and Biographical Sketches

5. Writing News Releases for Print Media

6. Writing for Electronic Media

7. Generating Media Interviews

8. Organizing Special Events and News Conferences

9. Internal Communication

10. Controlled Media: Writing the Presentation with Audiovisual Support

11. The Rest of the Media Mix

12. Getting Your First Job

13. Pulling it All Together: An Implementation Case Study.

Notes:

Includes bibliographical references and index.

ISBN:

0132564882

9780132564885

OCLC:

35658057