Includes bibliographical references and index.

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

Guides students from the basic foundations of public relations writing-research, planning, organizational culture, law, and design-through the production of actual, effective public relations materials. This title focuses on identifying and writing public relations messages and examines how public relations messages differ from other messages.