Includes index.

Contents: Writing for public relations: What is public relations? -- What is public relations writing? -- Tools of the public relations writer -- The Process of public relations writing -- Key terms -- Ethical and legal issues in public relations writing: Ethical considerations of persuasion -- Public relations and the internet -- The Legal aspects of public relations writing -- Key terms -- Planning and research: Developing an issue statement -- Researching the topic -- Analyzing the target audience -- Audience definition worksheet -- Setting objectives -- Evaluation -- Timeline -- Budgeting -- Key terms -- Choosing the right message and medium: The process of persuasion -- Elaboration likelihood method -- Persuasive strategies -- Choosing the appropriate medium or media -- Negotiating media buys -- Buying the internet -- Learning to adapt -- Key terms -- Media relations and placement: What is news? -- Working with the media -- Media placement -- Media kits -- Digital media kits -- Creating an online newsroom -- The social media approach -- Key terms -- Writing for the web and social media: The changing landscape -- Blogs and blogging -- Key terms -- News releases and related materials: What is a news release? -- Writing a news release -- News release format -- Types of news releases -- Writing news releases for broadcast -- Pitch letters and media advisories -- The digital news release -- Backgrounders -- Fact sheets -- Key terms -- Controlled publications: Newsletters -- Creating a digital newsletter -- Magazines -- Trade journals -- Feature writing for newsletters and magazines -- Editorial considerations for display copy -- Editing your articles -- Evaluation -- Brochures -- Other information pieces -- Key terms -- Design, printing, and desktop publishing: Design: What it is and why it might be greek to u -- Designing public relations materials -- Principles of design -- Working with professional printers -- A word on desktop publishing -- Print scheduling and budgeting -- Key terms -- Television and radio: Reaching broadcast audiences -- Writing for television -- Writing for radio -- Key terms -- Speeches and presentations: Types of speeches -- Modes of delivery -- Preparation and writing -- Delivery -- The question-and-answer session -- Presentation materials -- Key terms.