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• The Public Relations Writer’s Handbook
• Contents
• About the Authors
• Introduction
• Chapter 1: PUBLIC RELATIONS GOES DIGITAL
• A Few Words About the Truth
• A Few Words About Grammar
• E-Mail Is Not Private; E-Mail Is Forever
• A Few Words About Style
• Chapter Recap
• Chapter 2: NEWS RELEASES, PHOTO CAPTIONS, AND MEDIA KITS
• Inverted-Pyramid News Style
• Trade Versus Consumer Press
• Adjusting Your Style: Consumer Versus Trade
• Before You Write
• Research
• Conforming to a Standard Style
• Content
• The Appointment Release
• The Product Release
• Lifestyle, Trend, and Survey Releases
• Localizing a National Release
• The Delayed or Feature-Style Lead
• Quotations
• Photos, Samples, and Review Copies
• Style and Form
• The Q&A
• Photos
• Media Kits
• Approvals
• Chapter Recap
• Chapter 3: THE PITCH: CREATING MEDIA INTEREST
• Stage One: Analyze the Subject, and Identify the Target
• Stage Two: Call the Editor
• Stage Three: Write Your Pitch
• Stage Four: Follow Up
• Chapter Recap
• Chapter 4: THE BIOGRAPHY AND BACKGROUNDER
• Biographies
• Obituaries
• Backgrounders
• Writing the Bio
• Fact Sheets
• Time Lines
• Bibliographies
• Chapter Recap
• Chapter 5: SPEECH WRITING
• Speech Writing I: Eleven Steps
• Speech Writing II: Technical Guidelines
• Chapter Recap
• Chapter 6: MULTIMEDIA AND POWERPOINT PRESENTATIONS
• Illuminating Difficult Subjects
• The Script
• Coordinating Text and Slides
• Impact and Continuity
• Putting It All Together: Rehearsal
• Audiovisual Presentations
• Chapter Recap
• Chapter 7: WRITING FOR BROADCAST
• Pitch Letters and News Releases
• Creating Scripts for Electronic Media Kits
• Chapter Recap
• Chapter 8: SPECIAL EVENTS
• News Conference
• Press Junket
• Publicity Tour
• Chapter Recap
• Chapter 9: FINANCIAL WRITING
• Learn the Basics of Business
• Follow SEC Reporting Requirements
• Confidentiality and Insider Trading
• Regulation FD (Fair Disclosure)
• Investor Relations Department
• Plain English: The Official Style of the SEC
• Business Release
• Quarterly Earnings Release
• Quarterly Conference Call
• Annual Report
• Annual Meeting
• Chapter Recap
• Chapter 10: PUBLICATIONS
• Editorial Considerations
• Newsletters
• Corporate Brochures
• Assigning Stories
• Establishing Editorial Guidelines
• Other Concerns: Format, Timeliness, Style, Approvals, and Copyright
• Production
• Files and File Copies
• Chapter Recap
• Chapter 11: WRITING FOR THE INTERNET
• E-Mail, Instant Messaging, Paging, and Wireless Internet
• Web Sites
• Blogs and the Blogosphere
• Chapter Recap
• Chapter 12: RESPONSIVE WRITING
• Letters to the Editor
• Web Responses
• Guest Editorials
• Chapter Recap
• Chapter 13: CRISIS COMMUNICATIONS AND OFFICIAL STATEMENTS
• Official Statements
• Talking Points
• Crisis Media Plan
• Anticipating Needs in a Crisis
• Disclosure
• Crisis Releases
• Minimizing Negative Reports
• Threatened or Ongoing Litigation
• Chapter Recap
• Chapter 14: PROGRAM WRITING
• Structure of a Public Relations Program
• Introduction or Situation Analysis
• Objectives
• Target Audiences
• Strategies
• Activities
• Management, Staffing, Administration, Tracking, and Evaluation
• Budget
• Chapter Recap
• Appendix A: RESEARCH AND INTERVIEW TECHNIQUES
• Appendix B: GRAMMAR REFERENCE
• Usage Guide
• Sentence Structure and Punctuation
• Glossary
• References
• Index