Table of Contents
About the Authors xi
Introduction xiii
1. Public Relations Goes Digital 1
A Few Words About the Truth
A Few Words About Grammar
E-Mail Is Not Private; E-Mail Is Forever
A Few Words About Style
Chapter Recap
2. News Releases, Photo Captions, and Media Kits: Making Your Story Newsworthy 13
Inverted-Pyramid News Style
Trade Versus Consumer Press
Adjusting Your Style: Consumer Versus Trade
Before You Write
Research
Conforming to a Standard Style
Content
The Appointment Release
The Product Release
Lifestyle, Trend, and Survey Releases
Localizing a National Release
The Delayed or Feature-Style Lead
Quotations
Photos, Samples, and Review Copies
Style and Form
The Q&A
Photos
Media Kits
Approvals
Chapter Recap
3. The Pitch: Creating Media Interest 49
Stage One: Analyze the Subject, and Identify the Target
Stage Two: Call the Editor
Stage Three: Write Your Pitch
Stage Four: Follow Up
Chapter Recap
4. The Biography and Backgrounder: Bringing Your Subject to Life 65
Biographies
Obituaries
Backgrounders
Writing the Bio
Fact Sheets
Time Lines
Bibliographies
Chapter Recap
5. Speech Writing: From Your Pen to Their Lips 85
Speech Writing I: Eleven Steps
Speech Writing II: Technical Guidelines
Chapter Recap
6. Multimedia and PowerPoint Presentations 107
Illuminating Difficult Subjects
The Script
Coordinating Text and Slides
Impact and Continuity
Putting It All Together: Rehearsal
Audiovisual Presentations
Chapter Recap
7. Writing for Broadcast: Communicating with Video and Sound 123
Pitch Letters and News Releases
Creating Scripts for Electronic Media Kits
Chapter Recap
8. Special Events: The Art of Getting Noticed 149
News Conference
Press Junket
Publicity Tour
Chapter Recap
9. Financial Writing 187
Learn the Basics of Business
Follow SEC Reporting Requirements
Confidentiality and Insider Trading
Regulation FD (Fair Disclosure)
Investor Relations Department
Plain English: The Official Style of the SEC
Business Release
Quarterly Earnings Release
Quarterly Conference Call
Annual Report
Annual Meeting
Chapter Recap
10. Publications: The Editorial Stage 211
Editorial Considerations
Newsletters
Corporate Brochures
Assigning Stories
Establishing Editorial Guidelines
Other Concerns: Format, Timeliness, Style, Approvals, and Copyright
Production
Files and File Copies
Chapter Recap
11. Writing for the Internet 225
E-Mail, Instant Messaging, Paging, and Wireless Internet
Web Sites
Blogs and the Blogosphere
Chapter Recap
12. Responsive Writing: Setting the Record Straight 243
Letters to the Editor
Web Responses
Guest Editorials
Chapter Recap
13. Crisis Communications and Official Statements: Preparing for a Crisis 263
Official Statements
Talking Points
Crisis Media Plan
Anticipating Needs in a Crisis
Disclosure
Crisis Releases
Minimizing Negative Reports
Threatened or Ongoing Litigation
Chapter Recap
14. Program Writing: Selling Your Concept to the Client 285
Structure of a Public Relations Program
Introduction or Situation Analysis
Objectives
Target Audiences
Strategies
Activities
Management, Staffing, Administration, Tracking, and Evaluation
Budget
Chapter Recap
Appendix A: Research and Interview Techniques 305
Appendix B: Grammar Reference 311
Glossary 321
References 329
Index 335
