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Public Relations Writing
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Public Relations Writing
Essential Tools for Effective Storytelling


Other Titles in:
Public Relations (Analysis)

September 2024 | 312 pages | SAGE Publications, Inc
Public Relations Writing: Essential Skills for Effective Storytelling is a step-by-step "how-to" guide that helps students develop and hone the skills they need to become strong writers and versatile storytellers within the Public Relations field. Author Valerie Fields uses a practical approach, providing students with tips and checklists for producing high-quality content. Sample templates, writing exercises, and case studies in each chapter give students the opportunity to analyze and craft strategic messages for specific audiences. With a focus on storytelling, social media, and socially-conscious content, this text helps students understand the power of words within the larger context of our ever-changing media landscape.
 
1 Introduction to Public Relations Writing
 
2 Public Relations Industry Standards and Ethics
 
3 The Relevance of Associated Press (AP) Style
 
4 Creating Newsworthy Content that Gets Coverage
 
5 PR Documents Created for the Media
 
6 Proactively Pitching and Attracting Media Coverage
 
7 Websites, Online, Social Media Content, and AI
 
8 Writing Socially-Conscious Content
 
9 The Story Behind the Image
 
10 Internal Communication Tools
 
11 External Communication Tools
 
12 Writing to Secure PR Opportunities
 
13 Promotional Writing
 
14 Writing for Action and Change
 
15 Creative Content
 
16 Branding
 
17 Persuasion and Writing for the Masses
 
18 Writing to an Individual

Supplements

Instructor Resource Site
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LMS cartridge included with this title for use in Blackboard, Canvas, Brightspace by Desire2Learn (D2L), and Moodle

The LMS cartridge makes it easy to import this title’s instructor resources into your learning management system (LMS). These resources include:
  • Test banks
  • Editable chapter-specific PowerPoint® slides
  • Sample course syllabi
  • Lecture notes
  • All tables and figures from the textbook
Don't use an LMS platform?

You can still access the online resources for this title via the password-protected Instructor Resource Site.

The Fields book is a fresh, realistic approach to PR writing, which is contextually sound and pragmatic in its methodology. It is contemporary, with emphasis on essential core concepts that will not quickly lose relevance. The intent of this textbook is to educate and train future practitioners in PR writing to a diverse and ever-changing culture.

Ron Sparks
Missouri Baptist University

The PR writing textbook we've all said we've wanted for years.

Heather Paige Preston
Appalachian State University

I found this textbook to be the best one I have seen in explaining the many different types of writing a PR professional may be asked to do. It is excellent preparation for a PR career and I think a PR professional would do well to keep it on his/her desk.

Robin Street
University of Mississippi

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