Includes bibliographical references and index

pt. 1. The basics of public relations writing. Getting organized for writing ; Becoming a persuasive writer ; Finding and making news ; Working with journalists and bloggers -- pt. 2. Writing for mass media. Writing the news release ; Preparing fact sheets, advisories, media kits, and pitches ; Creating news features and Op-Ed ; Selecting publicity photos and graphics ; Radio, television, and video ; Distributing news to the media ; Avoiding legal hassles -- pt. 3. Writing for other media. Tapping the web and social media ; Newsletters, brochures, and intranets ; Writing E-mail, memos, and proposals ; Giving speeches and presentations ; Using direct mail and advertising pt. 4. Managing programs and campaigns. Organizing meetings and events ; Planning programs and campaigns ; Measuring success

"Public Relations Writing and Media Techniques is the most comprehensive and up-to-date public relations writing text available. With real-world examples of award-winning work by PR professionals, this new edition continues to help students master the many techniques needed to reach a variety of audiences in today's digital age. The text thoroughly integrates new communication technologies--the Internet, Webcasting, etc.--and shows students the many techniques currently in use to reach a variety of audiences. Clearly written and well-organized, this book emphasizes the nuts and bolts of writing, producing, and distributing public relations materials through traditional and social media. The author provides step-by-step procedures illustrated by examples from actual campaigns to engage today's students. This text also serves as an invaluable resource for public relations practitioners in the field."--Publisher's website