Public Relations Writer's Handbook

Merry Aronson is the founder and director of MerryMedia, a Los Angeles–based entertainment marketing and PR firm. She has worked as a journalist, entertainment publicist, and network television promotion executive, and has taught PR writing at New York University and University of California, Los Angeles.Don Spetner is senior vice president for Global Marketing and Communications at Korn/Ferry International. He was named an “Industry All Star” by Inside PR magazine, and his essays on communications have been published in The Journal of Corporate Public Relations and PRWeek. Carol Ames teaches entertainment studies and public relations on the faculty of California State University, Fullerton. She is an experienced independent public relations professional and executive producer of movies for television.

• About the Authors xiIntroduction xiii1. Public Relations Goes Digital 1A Few Words About the TruthA Few Words About GrammarE-Mail Is Not Private; E-Mail Is ForeverA Few Words About StyleChapter Recap2. News Releases, Photo Captions, and Media Kits: Making Your Story Newsworthy 13Inverted-Pyramid News StyleTrade Versus Consumer PressAdjusting Your Style: Consumer Versus TradeBefore You WriteResearchConforming to a Standard StyleContentThe Appointment ReleaseThe Product ReleaseLifestyle, Trend, and Survey ReleasesLocalizing a National ReleaseThe Delayed or Feature-Style LeadQuotationsPhotos, Samples, and Review CopiesStyle and FormThe Q&APhotosMedia KitsApprovalsChapter Recap3. The Pitch: Creating Media Interest 49Stage One: Analyze the Subject, and Identify the TargetStage Two: Call the EditorStage Three: Write Your PitchStage Four: Follow UpChapter Recap4. The Biography and Backgrounder: Bringing Your Subject to Life 65BiographiesObituariesBackgroundersWriting the BioFact SheetsTime LinesBibliographiesChapter Recap5. Speech Writing: From Your Pen to Their Lips 85Speech Writing I: Eleven StepsSpeech Writing II: Technical GuidelinesChapter Recap6. Multimedia and PowerPoint Presentations 107Illuminating Difficult SubjectsThe ScriptCoordinating Text and SlidesImpact and ContinuityPutting It All Together: RehearsalAudiovisual PresentationsChapter Recap7. Writing for Broadcast: Communicating with Video and Sound 123Pitch Letters and News ReleasesCreating Scripts for Electronic Media KitsChapter Recap8. Special Events: The Art of Getting Noticed 149News ConferencePress JunketPublicity TourChapter Recap9. Financial Writing 187Learn the Basics of BusinessFollow SEC Reporting RequirementsConfidentiality and Insider TradingRegulation FD (Fair Disclosure)Investor Relations DepartmentPlain English: The Official Style of the SECBusiness ReleaseQuarterly Earnings ReleaseQuarterly Conference CallAnnual ReportAnnual MeetingChapter Recap10. Publications: The Editorial Stage 211Editorial ConsiderationsNewslettersCorporate BrochuresAssigning StoriesEstablishing Editorial GuidelinesOther Concerns: Format, Timeliness, Style, Approvals, and CopyrightProductionFiles and File CopiesChapter Recap  11. Writing for the Internet 225E-Mail, Instant Messaging, Paging, and Wireless InternetWeb SitesBlogs and the BlogosphereChapter Recap12. Responsive Writing: Setting the Record Straight 243Letters to the EditorWeb ResponsesGuest EditorialsChapter Recap13. Crisis Communications and Official Statements: Preparing for a Crisis 263Official StatementsTalking PointsCrisis Media PlanAnticipating Needs in a CrisisDisclosureCrisis ReleasesMinimizing Negative ReportsThreatened or Ongoing LitigationChapter Recap14. Program Writing: Selling Your Concept to the Client 285Structure of a Public Relations ProgramIntroduction or Situation AnalysisObjectivesTarget AudiencesStrategiesActivitiesManagement, Staffing, Administration, Tracking, and EvaluationBudgetChapter RecapAppendix A: Research and Interview Techniques 305Appendix B: Grammar Reference 311Glossary 321References 329Index 335