Higher Education

Public Relations Writing: Form & Style, 10th Edition

  • Doug Newsom Texas Christian University (Retired)
  • Jim Haynes University of North Texas
  • ISBN-10: 1133307310  |  ISBN-13: 9781133307310
  • 384 Pages
  • Previous Editions: 2011, 2008, 2008
  • © 2014 | Published
  • College Bookstore Wholesale Price = $165.25
  • Newer Edition Available
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About

Overview

PUBLIC RELATIONS WRITING: FORM AND STYLE combines the practical approach of a trade book with the fundamental principles and theories of public relations to provide students with the essential techniques and methods needed to write with understanding and purpose. The text guides students through a logical progression of PR writing, starting with an explanation of how this kind of writing is unique, and by exploring the legal and ethical obligations. The text introduces different styles and techniques behind writing principles. Freshly rearranged to better suit the progress of your course through the semester, the 10th edition features a "Writing for Social Media and Converged Traditional Media" section that emphasizes the important role of social media. The "Writing for Select Stakeholders/Publics" section covers the various public relations assignments that fill the agendas of writers, including email, memos, letters, proposals, reports, crafting messages for controlled content media, newsletters, magazines, brochures, speeches and other presentations. Available with InfoTracĀ® Student Collections http://gocengage.com/infotrac.

Features and Benefits

  • Reviewers consistently praise the clarity, comprehensiveness and practicality of this text.
  • Updated examples and illustrations provide effective models for a variety of purposes (i.e., media fact sheets, email, position papers, media kits, and media pitches).
  • Expanded coverage of issues of multicultural sensitivity in Chapters 2 and 3 gives students more opportunities to learn how to be appropriate and responsible in public relations matters.
  • End-of-chapter exercises guide students through real-world examples of public relations in action to demonstrate and expand upon chapter topics, asking them to practice what they have learned.

Table of Contents

Preface.
Part I: PR WRITING: ROLE & RESPONSIBILITY.
1. Public Relations and the Writer.
2. The Global Public Relations Environment.
3. Persuasion.
Part II: PREPARING TO WRITE.
4. Research for the Public Relations Writer.
5. The Public Relations Planning Process.
Part III: WRITING PRINCIPLES.
6. Writing to Clarify and Simplify the Complex: Style and Content.
7. Grammar, Spelling and Punctuation.
Part IV: WRITING FOR SOCIAL MEDIA AND CONVERGED TRADITIONAL MEDIA.
8. PR's Role in Social Media: Monitoring and Participating.
9. Media Kits, Media Pitches, Backgrounders and Columns.
10. Writing for Traditional Media.
Part V: WRITING FOR SELECT STAKEHOLDERS/PUBLICS.
11. Email, Memos, Letters, Proposals and Reports.
12. Designing Messages for Controlled Content Media.
13. Newsletters and Magazines.
14. Brochures.
15. Speeches, Presentations and Other Orally Delivered Messages.
Part VI: WRITING IN TURBULENT TIMES.
16. Crisis Communication.

What's New

  • The 10th edition features updated examples and exercises throughout the text.
  • Chapters are reorganized to follow the course more smoothly and to reflect the changes public relations practitioners are experiencing.
  • Chapter 2, "The Global Public Relations Environment," calls attention to the new global climate in which PR operates and helps students develop a sense of personal responsibility, while simultaneously focusing on the cultural impact on ethics and concern for laws of other nations.
  • Part IV has been revised to reflect the changed media environment, and a new chapter, "PR's Role in Social Media: Monitoring and Participating," emphasizes the important role of social media.
  • Part V has been revised to include "Writing for Select Stakeholders/Publics" and focuses on public relations assignments that fill the agendas of writers, to focus attention on PR in a fast-paced, digital work environment.
  • There is expanded coverage of present-day crisis communication, including online attacks, hacking, and stolen identities.
  • To ensure that students read the textbook carefully, each chapter's "conclusions" have been moved from the text to the Instructor's Manual.
  • InfoTracĀ® Student Collections are specialized databases expertly drawn from the Gale Academic One library. Each InfoTracĀ® Student Collection enhances the student learning experience in the specific course area related to the product. These specialized databases allow access to hundreds of scholarly and popular publications - all reliable sources - including journals, encyclopedias, and academic reports. Learn more and access at: http://gocengage.com/infotrac.

Efficacy and Outcomes

Reviews

"This book is so much broader and really emphasizes what I consider the psychology behind PR writing. Anyone can look up "how to write a press release" on Google and copy the technique. Newsom and Haines really help budding PR professionals understand WHY they have to catch a reader's attention in the first 20 seconds and what their obligations are as a PR writer."

— Jennifer Floto, University of Southern California

Supplements

All supplements have been updated in coordination with the main title. Select the main title's "About" tab, then select "What's New" for updates specific to title's edition.

For more information about these supplements, or to obtain them, contact your Learning Consultant.

Instructor Supplements

Instructor's Manual  (ISBN-10: 1285080254 | ISBN-13: 9781285080253)

The Instructor's Manual contains resources designed to streamline and maximize the effectiveness of your course preparation. This helpful manual includes suggestions for developing a course syllabus and schedule, chapter outlines, class-tested activities and exercises, suggested review tests and exams, and question answer keys. Each chapter includes learning objectives, writing exercises and activities, study questions, and relevant sample news articles. The writing activities provide innovative ways to present chapter concepts. Activities include group projects, out-of-class assignments, ideas for class speakers, role plays, lecture ideas, and audio-visual suggestions, as well as incorporating media into the classroom.

Meet the Author

Author Bio

Doug Newsom

Doug Newsom, Ph.D., APR and Fellow Public Relations Society of America (PRSA) is a Texas Christian University professor emerita of The Schieffer School of Journalism and the senior co-author of THIS IS PR AND PUBLIC RELATIONS WRITING. She also is the co-author of three other books and the author of another two, as well as the author of four current book chapters. She is former member of the Commission on Public Relations Education, former chair of PRSA's College of Fellows and is a past chair of the Accrediting Committee for the Accrediting Council on Education for Journalism and Mass Communications. She has been president of the Association for Education in Journalism and Mass Communication, Southwest Education Council for Journalism and Mass Communication, Texas Public Relations Association, and both the Dallas and Fort Worth chapters of PRSA. Dr. Newsom has been national faculty advisor to PRSSA. She has been head of the PR Division of AEJMC and served as chair of its former division heads. Awards include the Institute for Public Relations' Pathfinder, PRSA Outstanding Educator, Public Relations Foundation of Texas's Educator of the Year Award, Texas Public Relations Association's Golden Spur, the Association for Women in Communications Headliner, and in 2010 she was named to the Hall of Excellence of TCU's Schieffer School of Journalism. She has served Fulbright teaching appointments in India and Singapore; given workshops in South Africa, Hungary, Bulgaria, Poland and Vanuatu; and taught in Latvia and England. She has been chair of the Fulbright discipline committee, served 18 years on a gas research institute's advisory council and was one of the first women elected to the board of a publicly held company, she was the first woman elected to the board of ONEOK where she served 24 years until reaching mandatory retirement age. Currently, her volunteer public relations work is for Rotary International.

Jim Haynes

Jim Haynes is the director of research, senior consultant and a member of the Board of Directors of QuickSilver Interactive Group, Inc. of Dallas, Texas. He also is an adjunct professor at UNT, where he teaches public relations writing. Accredited in Public Relations (APR), he is a member of Public Relations Society of America's College of Fellows and is a Certified Records Manager. He served on the Public Relations Society of America (PRSA) national Board of Directors and the Universal Accreditation Board, responsible for accreditation for Public Relations Society of America PRSA and eight other participating organizations. Former assistant dean in the College of Communication at The University of Texas at Austin he taught public relations there and at the University of North Texas, Texas State University-San Marcos, Southern Methodist University and Texas Christian University. He has spoken at professional conferences and led seminars and workshops throughout the US, Canada, England and Norway. Co-founder of the Public Relations Foundation of Texas, he served as chairman of that organization as well as president of the Texas Public Relations Association (TPRA) and the North Texas (now Dallas) Chapter of PRSA. He has received numerous national, state and local awards from public relations organizations, including lifetime membership in TPRA. Through Jim Haynes Consulting, he provides consulting services to clients that have included major corporations throughout the United States, as well as associations, municipalities, state agencies and non-profit organizations in the US, Canada, Norway and Sweden. He worked with the Norwegian Institute of Journalism for 20 years, coordinating a two-week short course for Norwegian newspaper editors at The University of Texas at Austin.