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Public Relations Writing: Principles in Practice 2ed

by Donald Treadwell and Jill B Treadwell SAGE Publications, Inc
Pub Date:
Pbk 544 pages
AU$285.00 NZ$292.17
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Public Relations Writing: Principles in Practice is a comprehensive core text that guides students from the most basic foundations of public relations writing-research, planning, ethics, organizational culture, law, and design-through the production of actual, effective public relations materials. The Second Edition focuses on identifying and writing public relations messages and examines how public relations messages differ from other messages.

Public Relations Writing begins with an overview of the principles of basic strategic communication decision-making, followed by chapters that apply these strategies and practices of writing public relations messages for multiple audiences. Authors Donald Treadwell and Jill B. Treadwell examine the macro-level understanding of societal factors that affect the relationships between organization and audience and the micro-level understanding of language and its applications that leads to elegant, finely-tuned, effective messages.

New to the Second Edition

Covers foundational theory at the beginning of the text with references and applications woven throughout the book
Includes chapters devoted exclusively to writing for the Web, crisis, and voice
Provides more examples from the corporate, government, sports and entertainment, education and nonprofit sectors
Includes multiple samples from the same organizations to demonstrate a common public relations message across writing genres
Demonstrates how clients operate in the real world rather than a fictitious location
Includes new and revised exercises
Offers an accompanying Web site for online assignments, supplementary readings, and examples
Public Relations Writing is ideal for undergraduate and graduate courses in public relations writing, media writing, and media relations. An Instructor’s Resource Manual is available on CD to qualified adopters. These resources include ideas for adapting the text for use with real-world clients, additional full-text examples, PowerPoint presentations, and ideas for course and student assessment.

''Public Relations Writing is currently the best public relations writing text available. The authors offer a no nonsense approach to teaching public relations writing. The text has great explanations of how to write an assortment of public relations documents and includes examples of each. Treadwell and Treadwell also spend time dealing with the aesthetics of public relations or how documents should look (color, paper, format, etc.) as well as how they should be written. Of special note are the excellent discussions of communication theory that many of the other writing texts lack.''
-Michael L. Kent, Montclair State University

''This book integrates experiential exercises useful to understanding writing from an organizational perspective. The assignments require a student to become knowledgeable about the Internet and work as a member of a team. The text/workbook concept is very helpful if the course is taught online. The references to resources are invaluable for research.''
-Bonita Dostal Neff, Ph.D., Valparaiso University

Preface / Theoretical Influences on Public Relations Writing / Sending the message: Writing for Style, Flow, and Credibility / Ethical Influences on Public Relations Writing / Cultural Influences on Public Relations Writing / Research Influences on Public Relations Writing / Legal Influences on Public Relations Writing / Design Influences on Public Relations Writing / From Principles to Planning to Practice: Business Writing, Fact Sheets, and Bios / Out of Your Control...or is it?: Newswriting for the Press / Under Your Control: Features and Newsletters / Let's Hear It: Writing for Broadcast, Scripts, and Speeches/When the News Isn't Good: Crisis Messages / The Multipurpose Medium: Writing for the Web / Persuasion for Mass Action: Advocacy Campaigns, Op-Eds, and PSAs / Persuasion for Individual Action: Direct Mail, Brochures, and Proposals / High-Profile Projects: Annual Reports, Events, and Exhibitions / Appendix A: The Value of Editing / Appendix B: Public Relations Society of America (PRSA) Code of Ethics / Appendix C: Research Methods for Public Relations Writing / Appendix D: Production Issues / Appendix E: Grammar and Style / Glossary / Index / About the Authors

"Each chapter has clear learning objectives, excellent exercises and discussion questions, which make the book valuable for teachers, students and practitioners alike."
Donald Treadwell is a professor in the Department of Communications at Westfield State College. He teaches courses in public relations writing, public relations, organizational communication, communication research and communication theory. He is the communication internship program coordinator and advisor for graduate and continuing education.

He has published in Public Relations Review, Communication Monographs, Journal of Technical Writing and Communication, Journal of the Association of Communication Administration, and international health education journals.

He is a member of the National Communication Association and the Communication Institute for Online Scholarship and has international consulting experience in agricultural extension and health communication.

Jill Treadwell has 30 years experience in publications and public relations. She has managed PR campaigns for the US and international companies as well as for non-profit and educational organizations. She has a background in both writing and design and has specialized in annual reports, newsletters, brochures, and proposals directed at state and federal procurement agencies.

In addition to maintaining a private public relations consulting practice, she currently teaches public relations, public relations writing and other writing courses in both classroom and online settings at Westfield State College.