Includes index

Contents: PR writing: Role and responsibility -- Public relations and the writer -- Ethical and legal responsibilities of the PR writer -- Persuasion -- Research for the public relations writer -- Writing pricinples -- Writing to clarify and simplify the complex: Style and content -- Grammar, spelling and punctuation -- Writing for select publics -- Emails, memo, letters, reports and proposals -- Backgrounds and position papers -- Writing for mass media publics -- News release for print media -- News for broadcasting -- Features for print and broadcasting -- Message design concepts -- Writing advertising copy -- Writing for web sites -- Writing for a media mix -- Media kits and media pitches -- Speeches and other presentations -- Newsletters -- Brochures -- Magazines and annual reports -- Crisis communcation and the planning process -- Appendix A: Readability formulas -- Appendix B: Copyfitting.