You are here

Public Relations Writing
Share

Public Relations Writing
Principles in Practice

Second Edition


April 2005 | 544 pages | SAGE Publications, Inc

"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



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

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.


 
Preface
 
Chapter 1. Theoretical Influences on Public Relations Writing
 
Chapter 2: Sending the Message: Writing for Style, Flow, and Credibility
 
Chapter 3: Ethical Influences on Public Relations Writing
 
Chapter 4: Cultural Influences on Public Relations Writing
 
Chapter 5: Research Influences on Public Relations Writing
 
Chapter 6: Legal Influences on Public Relations Writing
 
Chapter 7: Design Influences on Public Relations Writing
 
Chapter 8: From Principles to Planning to Practice: Business Writing, Fact Sheets, and Bios
 
Chapter 9: Out of Your Control...or is it?: Newswriting for the Press
 
Chapter 10: Under Your Control: Features and Newsletters
 
Chapter 11: Let's Hear It: Writing for Broadcast, Scripts, and Speeches
 
Chapter 12: When the News Isn't Good: Crisis Messages
 
Chapter 13: The Multipurpose Medium: Writing for the Web
 
Chapter 14: Persuasion for Mass Action: Advocacy Campaigns, Op-Eds, and PSAs
 
Chapter 15: Persuasion for Individual Action: Direct Mail, Brochures, and Proposals
 
Chapter 16: 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


"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

"Each chapter has clear learning objectives, excellent exercises and discussion questions, which make the book valuable for teachers, students and practitioners alike."

The Journal of Entrepreneurship
The Journal of Entrepreneurship
The Journal of Entrepreneurship

Students required various tutorials and learning modules in writing effectively in critical thinking; therefore I was not able to integrate this textbook into the coursework. In the future I hope to do so because it's a great textbook. This textbook is especially appropriate for upper-class college men and women who are studying communications and public relations.

Professor Jeffrey Johnson
ACHORD, University Of Alberta
February 2, 2015

Complementing workbook is a very helpful tool in teaching writing. Gives the students intense practice.

Dr Melody Fisher
Mass Communications Dept, Tougaloo College
November 7, 2013

comprehensive--addresses theory and practice of pr writing

Professor Julie Lane
Communications Dept, Boise State University
January 12, 2011
Key features

Key Features (of textbook concept):

  • Approaches public relations writing from the macro-level perspective of sound communication and persuasion theory as it is expressed through micro-level concerns such as style, flow, timing and distribution.
  • Focuses on audiences as the basis of writing format, style and content decisions.
  • Provides practice in the many writing formats and styles needed by public relations writers in 21st century organizations.  These include:
    • Press and broadcast;
    • Features, speeches, scripts and crisis communications;
    • Advocacy communications including ads, letters to the editor, op-eds, and PSAs;
    • Direct mail, brochures, grants and proposals;
    • Newsletters and the Web;
    • Business communications such as letters, memos, reports, fact sheets and bios;
    • Special events and trade shows.
  • Helps students understand how different media, audiences, and purposes, and the need for control over timing, content, and distribution influence writing style, format, and flow.
  • Develops an understanding of the uniqueness of public relations messages and of the strategies of successful message design.
  • Weaves ethics and planning throughout the text, emphasizing the need for public relations writers to consider social responsibility as they make writing decisions.

Key Features (of chapters):

  • Includes self-contained chapters on research, planning, ethics, corporate culture, and law that allow faculty to introduce these important concepts at the beginning of a course or to integrate them as background to specific writing topics.
  • Provides topical in-text examples which keep current with student interests and represent the best of corporate, non-profit, educational, sports, and government institutions communicating in a range of real-world situations.
  • Covers the discussion of the Web in relation to individual documents as well as in a stand-alone chapter that explores the practice and potential of the Web as a public relations medium.
  • Introduces students to the principles of visual thinking through a comprehensive design chapter.  This chapter serves as a resource for design projects that faculty may assign as part of writing for specific media.
  • Engages students in a user-friendly tone without sacrificing depth and value of content.
  • Uses a faculty-friedly approach; allows chapters to be used with theory, practice or combined emphasis.

 

Preview this book

For instructors

Review and Desk copies for this title are available digitally via VitalSource.

Request e-review copy

If you require a print review copy, please call: (800) 818-7243 ext. 6140 or email textsales@sagepub.com.

Select a Purchasing Option


Paperback
ISBN: 9781412905510
$120.00

This title is also available on SAGE Knowledge, the ultimate social sciences online library. If your library doesn’t have access, ask your librarian to start a trial.