Public Relations Writing : Form and Style (with InfoTrac) (Wadsworth Series in Mass Communication and Journalism)

Book Description
PUBLIC RELATIONS WRITING: FORM AND STYLE offers the practical approach one would expect to find in a trade book, but uses the principles and theories of public relations to give students what they need to write with understanding and purpose. Part One provides the background for all public relations writing tasks by explaining how this kind of writing is unique and by exploring the legal and ethical obligations. Part Two is the writing principles section, which covers both style and techniques. Part Three begins with basic public relations writing assignments that students are likely to be exposed to early in their jobs: emails, memos, letters, reports and proposals, backgrounders and position papers. Part Four covers writing for mass media. Much of this section has changed to reflect the impact of technology on media. Part Five covers more complex public relations writing functions, including media kits, media pitches, print and online newsletters, brochures, magazines, including those online, and annual reports. The chapter on crisis communication now includes the planning process that can be used to handle campaigns and crises.


About the Author
Doug Newsom, professor, director of journalism graduate programs, and undergraduate international journalism at Texas Christian University, is the senior co-author of THIS IS PR and PUBLIC RELATIONS WRITING. She also is the co-author of three other books. Dr. Newsom is co-chair of the Issues in Professional Development category of PRSA's Educational Task Force and is on the boards of the PRSA Academy and the International, Interdisciplinary Research Conference. She also is a member of the Commission on Public Relations Education. Dr. Newsom also has been chair of PRSA's College of Fellows and is past chairperson of the Accrediting Committee for the Accrediting Council on Education for Journalism and Mass Communications. She has been President of the Association for Education in Journalism and Mass Communication, Southwest Education Council for Journalism and Mass Communication, Texas Public Relations Association and both the Dallas and Fort Worth chapters of PRSA. Dr. Newsom has been national faculty advisor for PRSSA. She founded the PRSSA chapter at TCU, which awards a scholarship in her name. At TCU, she also has been chairperson of the Faculty Senate, and a scholarship at TCU was endowed in her honor by Staley McBrayer. Awards include PRSA Outstanding Educator, TPRA Golden Spur and Association of Women in Communications Headliner. She has served Fulbrights in India and Singapore, given workshops in South Africa, Hungary, Bulgaria, Poland and Vanuatu and taught in Latvia and England. She has been chairperson of the Fulbright discipline committee and served 18 years on a gas research advisory council. She is a board member of a publicly held company.


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This long-standing textbook provides an introduction to the skills and theories underlying public relations writing. Newsom (Texas Christian University) and Haynes (Texas State University-San Marcos) offer advice on creating email campaigns, press releases, brochures, annual reports, and other PR efforts. Chapters also address ethics, persuasion, research, clarity, grammar, message design, and crisis communication. Annotation ©2004 Book News, Inc., Portland, OR


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