Higher Education

The PR Styleguide: Formats for Public Relations Practice, 3rd Edition

  • Barbara Diggs-Brown American University
  • ISBN-10: 1111348111  |  ISBN-13: 9781111348113
  • 264 Pages
  • Previous Editions: 2007, 2004
  • © 2013 | Published
  • College Bookstore Wholesale Price = $84.25
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About

Overview

A concise and student-friendly handbook, THE PR STYLEGUIDE serves as a complete style guide and reference tool for PR students and practitioners. Assisting students in presenting messages that display great form and style, THE PR STYLEGUIDE addresses the most widely used and accepted practices in developing PR pieces providing many visual examples and a breakdown of the goals for each piece.

Features and Benefits

  • Encourages students to make strategic public relations choices using the best forms and styles through examples, explanations, and actual PR pieces.
  • A new list of editing marks most commonly used in the PR field.
  • Consistent chapter structure continually reinforces the desired goal of each media type: What Are They? Who Gets Them? What Do They Do? How Do They Help? What Are the Pitfalls? How Should They Look? Where Should They Go? Did They Work?
  • A wealth of updated and expanded topics, including pitch letters, media advisories/alerts, audio news releases, ethics, and more.
  • Expanded chapter on websites (Chapter 16), including discussions of using email for news releases, using a section of a website as a "newsroom," and the strategy of using video email.
  • Appendix A, "Public Communication Toolbox," explores a variety of techniques and terminology used in PR practice.

Table of Contents

1. Annual Reports.
2. Audio News Releases.
3. Brochures.
4. Communication Audits.
5. Direct Mail Campaigns.
6. Media Kits.
7. Media Lists.
8. Media Tours.
9. New Media.
10. Newsletters.
11. News Releases.
12. Opinion-Editorials.
13. Public Service Advertisements and Announcements.
14. Speeches.
15. Video News Releases and Electronic Press Kits.
16. Web Sites.
Appendix A. PUBLIC COMMUNICATIONS TOOLBOX.
Appendix B. ORGANIZATION PROFILES.
Tests.
Pretest.
Post Test.
Usage Quiz.
AP Style Quizzes.
Glossary.
Sources.

What's New

  • New chapter on new media (Chapter 9) that discusses PR practices for social networking sites, blogs, microblogging, micosites, and more.
  • A new AP style mini-chapter that acts as a primer for Associated Press style and that offers students a quick reference to AP style while practicing their PR writing skills.
  • New end-of-chapter exercises that allow students to develop a firmer understanding of the material presented in each chapter.
  • New pre- and post-tests that allow students to examine their writing skills at the beginning and end of the course. These rewrite or editing assignments are similar to those given to applicants for an entry-level PR position.
  • New AP quizzes on style and usage that students can use to determine how well they have mastered writing in AP style.

Efficacy and Outcomes

Reviews

"This style guide is a tool that the student should keep with them after college. It should be on their desk at work as a quick reference. I tell my students not to sell it back to the bookstore."

— Karen Sindelar, Coe College

"It's really a superior text. 1. The book is very accessible to undergraduates and well written. 2. The book covers all of the basic PR tactics. 3. The example galleries are highly useful visual aids."

— Jonathan R. Slater, Ph.D., SUNY College at Plattsburgh

Meet the Author

Author Bio

Barbara Diggs-Brown

Barbara Diggs-Brown is a communication strategist with more than 25 years of communication experience, specializing in strategic planning, social marketing strategies, qualitative research, integrated communication, and media relations. She is a prominent national researcher on the development of effective social marketing and communication campaigns as tools to address social change issues, including education, race, and health. As senior social marketing counsel and strategist, Diggs-Brown has designed, conducted, and reported qualitative research for a number of government, foundation, and nonprofit clients. As a communication counsel, she advises communication directors of large and small organizations on planning, qualitative research, audience segmentation, message development, and management. Diggs-Brown is President and CEO of The Center for Strategic Research and Communication, a 501(c)(3) organization. She frequently lectures and writes on race in the media and is coauthor of a critically acclaimed analysis of race relations in the United States, BY THE COLOR OF OUR SKIN: THE ILLUSION OF INTEGRATION AND THE REALITY OF RACE, published by Dutton. She is the author of STRATEGIC PUBLIC RELATIONS: AN AUDIENCE-FOCUSED APPROACH, recently published by Cengage Learning. Her public affairs career in Washington has included Director of Public Affairs, Director of Government and Nonprofit Liaison, and Press Secretary for a presidential campaign. She is Associate Professor Emerita and the founding Executive Director of the American University School of Communication Institute for Strategic Communication for Nonprofits.