Public Relations Writing and Media Techniques

Dennis L. Wilcox / Bryan H. Reber  
Total pages
November 2013

Product detail

Product Price CHF Available  
Public Relations Writing and Media Techniques
84.50 approx. 7-9 days


You'll find the eBook here.:

Free evaluation copy for lecturers


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.


  • Four major sections provide a comprehensive overview of the entire field: (l) The Basics of Public Relations Writing, (2) Writing for the Mass Media, (3) Writing for Other Media, and (4) Planning Programs and Campaigns.
  • Imparts extensive how-to detail on preparing communications in Part 2, “Writing for the Mass Media”, including news releases, video news releases, facts sheets, media advisories, media kits, news features, op eds, publicity photos, radio news items, and pitches. (ex. p 230)
  • PR Casebook boxes highlight actual materials from award-winning campaigns, showing students how public relations firms and organizations use various publicity techniques, newsletters, brochures and interactive media to disseminate key messages. (ex. p. 48)
  • Tips for Success boxes offer students and current practitioners checklists on how to write various materials and conduct basic media relations techniques. Such checklists provide step-by-step directions and help readers grasp basic concepts that are discussed and elaborated upon in the chapter. (ex. p. 18)
  • Skill Building Activities help students apply what they have learned to practical, hands-on assignments. (ex. p. 57)
  • Abundant examples of media writing throughout the text provide excellent models against which students can fashion their own work. (ex. p. 121)

New to this Edition

  • Significant coverage of new technology and media, including smartphones, tablet, computers, Twitter, and other social media. (ex. pp. 326-327)
  • Overview of how traditional media and the “new media” are converging and being used daily by public relations practitioners to plan, organize, and execute a variety of communication programs (ex. p. 301)
  • A new chapter 4 on Working with Journalists and Bloggers and the importance of media relations (pp. 87-112)
  • Expanded coverage on traditional news release versus online and multimedia releases (ex. pp. 133-136)
  • New techniques for brainstorming creative ideas (ex. p 72)
  • A discussion of ethical dilemmas faced by spokespeople (ex. pp. 95-96)
  • Search Engine Optimization as a tool for writing effective online news headlines (ex. p. 255)
  • Infographics as a tool to portray information in an attractive way (p. 205)
  • Techniques for shooting video to be used on YouTube or other web outlets (ex. pp. 322-325)
  • The use of QR Codes as a distribution channel for publicity materials (pp. 264-265)
  • How to write RFPs for public relations services (ex. p. 387)
  • Using PowerPoint and Prezi effectively in a public relations setting (ex. p. 405)
  • New Media Resources at the end of every chapter direct readers to readily accessible books, articles, and online postings (ex. p. 470)

Table of Contents



Chapter 1: Getting Organized for Writing


The Framework of Public Relations

The Public Relations Writer

Preparation for Writing

Research: the prelude to writing

Writing Guidelines

Errors to Avoid


Chapter 2: Becoming a Persuasive Writer

Persuasion: As Old as Civilization

The Basics of Communication

Theories of Communication

Factors in Persuasive Writing

Persuasive Speaking

Persuasion and Propaganda

The Ethics of Persuasion


Chapter 3: Finding and Making News


The Challenge of Making News

What Makes News

How to Find News

How to Create News


Chapter 4: Working with Journalists and Bloggers


The Importance of Media Relations

The Media’s Dependence on Public Relations

Public Relations’ Dependence on the Media

Areas of Friction

Working with Journalists

A Media Relations Checklist

Crisis Communication




Chapter 5: Writing the News Release

The Backbone of Publicity Programs

The Value of News Releases

Planning a News Release

The Basic Components of a News Release

News Release Formats

The Traditional News Release

The Online News Release
The Multimedia News Release


Chapter 6: Preparing Fact Sheets, Advisories, Media Kits, and Pitches

Expanding the Publicity Tool Kit

Fact Sheets

Media Advisories

Media Kits

Pitching a Story

The Follow-Up


Chapter 7: Creating News Features and Op-Ed


The Value of Features

Planning a News Feature

Types of Features

Parts of a Feature

Placement Opportunities

Writing an Op-Ed


Chapter 9: Radio, Television, and Video


The Wide Reach of Broadcasting



Talk Shows and Product Placements

Film Features and Online Video


Chapter 8: Selecting Publicity Photos and Graphics


The Importance of Publicity Photos

Components of a Good Photo

Working With Photographers

Writing Photo Captions

Creating Other Graphics

Maintaining Photo and Art Files

Distributing Photos and Artwork




Chapter 10: Distributing News to the Media


Reaching the Media

Distribution of Materials



PART III: Writing for Other Media


Chapter 12: Tapping the Web and Social Media


The Internet: Pervasive in Our Lives

The World Wide Web

The Basics of Webcasting

The Value of Social Media

The Explosion of Blogs

The Continuing Role of Traditional Media


Chapter l3   Newsletters, Brochures, and Intranets


The Value of Print Publication

The Balancing Act of Editors

Newsletters and Magazines

Online Newsletters



Annual Reports


Chapter 14  Writing E-Mail, Memos, and Proposals


The Challenge of Managing Information Overload






Chapter 16  Using Direct Mail and Advertising


The Basics of Direct Mail

Creating A Direct Mail Package

The Basics of Public Relations Advertising

Types of Public Relations Advertising

Creating a Print Ad

Working with an Ad Agency

Other Advertising Channels




Chapter 17  Organizing Meetings and Events

A World Filled with Meetings and Events

Staff and Committee Meetings

Group Meetings


Receptions and Cocktail Parties


Trade Shows

Promotional Events

Open Houses and Plant Tours


Chapter l8   Planning Programs and Campaigns


The Value of a Writing Plan

Developing a Plan

Elements of the Plan

Submitting a Plan for Approval