The Public Relations Writer's Handbook: The Digital Age, Second Edition
- 5h 3m
- Carol Ames, Don Spetner, Merry Aronson
- John Wiley & Sons (US)
- 2007
The second edition of the Public Relations Writer’s Handbook offers a simple, step-by-step approach to creating a wide range of writing, from basic news releases, pitch letters, biographies, and media alerts, to more complex and sophisticated speeches, media campaign proposals, crisis responses, and in-house publications. In addition, the thoroughly expanded and updated second edition shows how to keep up with the best practices of the public relations profession, as well as with the speed made possible and required by the digital age.
About the Authors
Merry Aronson, a journalist, publicist, and television promotion executive, is founder of MerryMedia, Inc., an entertainment marketing firm based in Studio City, California. Previously she worked for twelve years at the NBC Television Network, first as an entertainment publicist and later as a director in advertising and promotion. Her public relations background also includes launching the Fox Broadcasting Company and, for Group W Satellite Communications, The Nashville Network, as well as directing publicity for the American Society of Composers, Authors & Publishers. Her feature articles and theater reviews have appeared in national publications, and she also wrote for Good Morning America. She has served as an adjunct professor of journalism at New York University, where she received a B.A., and later taught in the UCLA Extension program.
Don Spetner is senior vice president of global marketing for Korn/Ferry International, the world's largest provider of executive search and talent management solutions. Spetner oversees all marketing, public relations, and corporate communications for the firm's seventy-two offices in forty countries. Prior to joining Korn/Ferry, he served as vice president of corporate communications for SunAmerica Inc., where he was responsible for all corporate advertising, communications, and public relations. He also served as vice president of corporate communications for Nissan North America, overseeing all North American communications for the automotive giant. In his twenty-five-year career in public relations, he has also worked in management roles for three of the largest public relations agencies in the world. He has been named an 'Industry All Star' by Inside PR and writes and lectures frequently on communications. He graduated with honors with a degree in journalism from New York University.
Carol Ames teaches entertainment studies and public relations on the faculty of California State University, Fullerton. She has more than twenty years of experience as an independent public relations professional, an executive producer of movies for television, and a corporate communications executive for Paramount Pictures. With writing credits that encompass journalism and scholarly articles, as well as speeches, multimedia presentations, event time lines, media kits, newsletters, and financial writing, she also holds a Ph.D. from the State University of New York, Buffalo, and an M.A. and B.A. with honors from the University of Illinois, Champaign-Urbana.
In this Book
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The Public Relations Writer's Handbook—The Digital Age, Second Edition
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Introduction
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Public Relations Goes Digital
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News Releases, Photo Captions, and Media Kits – Making Your Story Newsworthy
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The Pitch: Creating Media Interest
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The Biography and Backgrounder – Bringing Your Subject to Life
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Speech Writing – From Your Pen to Their Lips
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Multimedia and PowerPoint Presentations
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Writing for Broadcast – Communicating with Video and Sound
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Special Events – The Art of Getting Noticed
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Financial Writing
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Publications – The Editorial Stage
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Writing for the Internet
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Responsive Writing – Setting the Record Straight
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Crisis Communications and Official Statements – Preparing for a Crisis
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Program Writing – Selling Your Concept to the Client
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References
