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Public Relations Writing Worktext: A Practical Guide for the Profession de Joseph M. Zappala

Public Relations Writing Worktext: A Practical Guide for the Profession

Autor Joseph M. Zappala
en Limba Engleză Paperback – 14 sep 2009

Problema fundamentală pe care o rezolvă Public Relations Writing Worktext este lipsa de coeziune dintre teoria comunicării și execuția tehnică a materialelor de PR. Adesea, profesioniștii la început de drum stăpânesc conceptele strategice, dar întâmpină dificultăți în redactarea efectivă a unui comunicat de criză sau a unei propuneri de campanie care să genereze rezultate. Găsim în această lucrare un instrument de lucru riguros, care nu se limitează la a explica genurile scriiturii de PR, ci ghidează cititorul prin procesul complet de producție. Apreciem în mod deosebit structura logică a cărții, divizată în cinci părți esențiale: introducere în baze, cercetare, planificare, execuție și evaluare. Această progresie asigură faptul că orice text produs — fie că este vorba de corespondență de afaceri, rapoarte sau conținut pentru social media — este ancorat într-o strategie clară. Cititorul care a aplicat ideile din Strategic Public Relations Writing va găsi aici componenta practică necesară pentru a transforma strategia în tactici editoriale concrete, beneficiind de liste de verificare detaliate și de un nou capitol dedicat noilor media. Considerăm că includerea exemplelor de la organizații de renume precum UPS sau Xerox oferă un punct de referință indispensabil pentru standardele de calitate cerute în industria globală actuală.

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Specificații

ISBN-13: 9780415997546
ISBN-10: 0415997542
Pagini: 312
Ilustrații: 36 black & white tables
Dimensiuni: 187 x 235 x 18 mm
Greutate: 0.58 kg
Ediția:Revizuită
Editura: Taylor & Francis
Colecția Routledge
Locul publicării:Oxford, United Kingdom

Public țintă

Professional

De ce să citești această carte

Această carte este esențială pentru specialiștii în comunicare care doresc să își rafineze tehnica de scriere pentru diverse formate, de la tradițional la digital. Cititorul câștigă un set complet de instrumente practice — de la schițe de planificare la liste de control — care elimină incertitudinea în redactare. Este resursa ideală pentru a învăța cum să construiești mesaje de advocacy și planuri de criză care funcționează sub presiune.

Despre autor

Joseph M. Zappala, APR, deține o experiență de peste două decenii în domeniul relațiilor publice și al comunicării, activând în sectoare diverse, de la agenții și organizații nonprofit la consultanță și mediul academic. Timp de 12 ani, a coordonat programul de relații publice la Utica College al Universității Syracuse, unde a fost distins cu premiul pentru predare deosebită. Expertiza sa practică și academică se reflectă în abordarea aplicată a acestui manual, fiind recunoscut pentru capacitatea de a traduce procesele complexe de PR în pași executabili pentru studenți și practicieni.

Cuprins

Part I. An Introduction to the Basics
What Is Public Relations Writing?
Basics of Public Relations Writing
The Public Relations Process
Part II. Research
Research
Part III. Planning
Planning and Message Design
Part IV. Execution
 News Releases
Other Media Formats
Backgrounders and Features
New and Social Media
Business Correspondence
Reports and Proposals
Advocacy Writing
Promotional Publications
Part V. Evaluation
Evaluation
Appendix A Planning Outline
Appendix B Checklists
Appendix C Special Events

Descriere scurtă

Public Relations Writing Worktext provides the fundamental knowledge and the basic preparation required for the professional practice of public relations writing. This textbook introduces readers to public relations and writing, providing an overview of the four-step public relations process in addition to defining and detailing the writing activities involved. It presents in-depth information on the writing formats and approaches used in implementing strategic public relations plans, and offers instruction for developing all types of writing assignments, starting with memos, proposals, and news releases, and moving on to the more complex tasks of advocacy writing, newsletters, crisis planning, and online communication. Examples accompany the discussions, providing guidance and structure for the varied writing activities.

Retaining the approach of the second edition, this text incorporates numerous changes and updates, making it suitable for use as a primary course text. Updates include:
  • increased focus on writing for the web, blogs, and electronic media, including information on writing social media releases and a new chapter entitled "New and Social Media"
  • a new planning outline to help writers develop more effective messages
  • expanded checklists for writers to reference when working on assignments
  • additional examples of effective public relations writing by leading companies in a variety of organizational settings, including Mattel, UPS, Burger King, Sara Lee, Xerox, Frito-Lay, and many more
  • new assignments based on topics, issues and problems that public relations professionals in all sectors face today
  • restructured content for improved writing flow and consistency
  • full instructor manual available via the Support Material link on www.routledge.com/9780415997546.
Authors Joseph M. Zappala and Ann R. Carden offer a clear and engaging introduction to the writing activities involved in public relations practice, resulting in a valuable resource for professionals as well as a practical classroom text for students planning careers in public relations.

Recenzii

"Public Relations Writing Worktext is an incredibly real and relevant navigation tool for both emerging and seasoned public relations professionals. Well-organized and straightforward, the book covers the broad landscape of the profession while offering strategies and tactics for any workplace environment. The text’s tone and up-to-the-minute research accurately capture real-world scenarios and demonstrate the application of public relations tactics to address real concerns. As a primer and a field guide, the text reminds and inspires all public relations professionals not to rely merely on old routines but to think, reason, and strategize so that we can all serve our organizations more effectively. "
Will Crockett
Director of Public Relations
College of Arts and Science, Baylor University
 
"I love Zappala and Carden's Public Relations Writing Worktext. They have written the most useful and pedagogically sound PR writing textbook I have seen. Each chapter is extremely thorough, giving students ample understanding of the skills involved. Their book includes lessons on all the necessary skills, and its logical approach to writing allows students to grasp each skill before moving on to the next. This is THE book for PR writing."
Susan Westcott Alessandri, Ph.D.
Suffolk University
  
"A superb and complete text. The updated edition, which now contains the latest social media techniques, is the most versatile and thorough public relations writing guide out there today.  The clear and well-constructed explanations combined with up-to-date practical exercises at the end of each chapter make it a must have for students and professionals alike."
Sara Proal
University of Dubrovnik, Croatia
 
"This text is perfectly suited to serve as an overview of the tools of the public relations writer. It allows students the opportunity to understand the strategy behind and application of writing assignments in the larger context of the profession. Exercises provide common scenarios faced by practitioners today. The exercises, examples and checklists allow instructors to easily structure class time to give students time to write, edit and evaluate their product. After using this text, students are ready to enter their first public relations writing environment with the basic skills required of entry-level practitioners. I have used each edition of this text and am always pleased with its ability to focus on core writing strengths while keeping current with new developments in the field."
Thomas P. Boyle, Ph.D., APR
Millersville University of Pennsylvania