02503cam a2200229   4500001000500000005001700005008003900022020002200061082001400083100003900097245009500136250001200231260005600243300003500299504005100334505143100385520035601816650002202172650003402194650002202228700002302250704920181127182817.0040816s2005    caua     b    001 0 eng  a1412905516 (pbk.)00a659.22221 aTreadwell, D. F.q(Donald Francis)10aPublic relations writing :bprinciples in practice /cDonald Treadwell, Jill B. Treadwell.  a2nd ed.  aThousand Oaks, Calif. :bSAGE Publications,cc2005.  axxvi, 517 p. :bill. ;c26 cm.  aIncludes bibliographical references and index.  aPreface -- 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 Authorsgrt  aGuides 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. 0aBusiness writing. 0aPublic relationsxAuthorship. 0aPublic relations.1 aTreadwell, Jill B.