Public Relations Writing Worktext: A Practical Guide for the Profession, Edition 3

Routledge
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Public Relations Writing Worktext provides the fundamental knowledge and the basic preparation required for the professional practice of public relations writing. This textbook introduces readers to public relations and writing, providing an overview of the four-step public relations process in addition to defining and detailing the writing activities involved. It presents in-depth information on the writing formats and approaches used in implementing strategic public relations plans, and offers instruction for developing all types of writing assignments, starting with memos, proposals, and news releases, and moving on to the more complex tasks of advocacy writing, newsletters, crisis planning, and online communication. Examples accompany the discussions, providing guidance and structure for the varied writing activities.

Retaining the approach of the second edition, this text incorporates numerous changes and updates, making it suitable for use as a primary course text. Updates include:

  • increased focus on writing for the web, blogs, and electronic media, including information on writing social media releases and a new chapter entitled "New and Social Media"
  • a new planning outline to help writers develop more effective messages
  • expanded checklists for writers to reference when working on assignments
  • additional examples of effective public relations writing by leading companies in a variety of organizational settings, including Mattel, UPS, Burger King, Sara Lee, Xerox, Frito-Lay, and many more
  • new assignments based on topics, issues and problems that public relations professionals in all sectors face today
  • restructured content for improved writing flow and consistency
  • full instructor manual available at www.routledge.com/textbooks/zappala

Authors Joseph M. Zappala and Ann R. Carden offer a clear and engaging introduction to the writing activities involved in public relations practice, resulting in a valuable resource for professionals as well as a practical classroom text for students planning careers in public relations.

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About the author

 Joseph M. Zappala is director of communications at the Industrial and Labor Relations School at Cornell University.

Ann R. Carden is an assistant professor of communication at the State University of New York at Fredonia, where she teaches public relations. She has 20 years experience managing public relations and 11 years experience in broadcast journalism. Ann's research interest focuses on the use of public relations in the travel and tourism industry.

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Additional Information

Publisher
Routledge
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Published on
Apr 2, 2010
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Pages
312
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ISBN
9781135231576
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Language
English
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Genres
Business & Economics / Advertising & Promotion
Business & Economics / Business Communication / General
Business & Economics / Public Relations
Language Arts & Disciplines / Communication Studies
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Content Protection
This content is DRM protected.
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Read Aloud
Available on Android devices
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Eligible for Family Library

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Dale Carnegie
The Art of Public Speaking is a fantastic introduction to public speaking by the master of the art, Dale Carnegie. Public speaking is the process of speaking to a group of people in a structured, deliberate manner intended to inform, influence, or entertain the listeners. It is closely allied to "presenting", although the latter has more of a commercial connotation.

In public speaking, as in any form of communication, there are five basic elements, often expressed as "who is saying what to whom using what medium with what effects?" The purpose of public speaking can range from simply transmitting information, to motivating people to act, to simply telling a story. Good orators should be able to change the emotions of their listeners, not just inform them. Public speaking can also be considered a discourse community. Interpersonal communication and public speaking have several components that embrace such things as motivational speaking, leadership/personal development, business, customer service, large group communication, and mass communication. Public speaking can be a powerful tool to use for purposes such as motivation, influence, persuasion, informing, translation, or simply entertaining. A confident speaker is more likely to use this as excitement and create effective speech thus increasing their overall ethos.

Dale Breckenridge Carnegie (originally Carnagey until 1922 and possibly somewhat later) (November 24, 1888 – November 1, 1955) was an American writer, lecturer, and the developer of famous courses in self-improvement, salesmanship, corporate training, public speaking, and interpersonal skills. Born in poverty on a farm in Missouri, he was the author of How to Win Friends and Influence People (1936), a massive bestseller that remains popular today. He also wrote How to Stop Worrying and Start Living (1948), Lincoln the Unknown (1932), and several other books.

Perhaps one of Carnegie’s most successful marketing moves was to change the spelling of his last name from “Carnagey” to Carnegie, at a time when Andrew Carnegie (unrelated) was a widely revered and recognized name. By 1916, Dale was able to rent Carnegie Hall itself for a lecture to a packed house. Carnegie's first collection of his writings was Public Speaking: a Practical Course for Business Men (1926), later entitled Public Speaking and Influencing Men in Business (1932). His crowning achievement, however, was when Simon & Schuster published How to Win Friends and Influence People. The book was a bestseller from its debut in 1936, in its 17th printing within a few months. By the time of Carnegie's death, the book had sold five million copies in 31 languages, and there had been 450,000 graduates of his Dale Carnegie Institute. It has been stated in the book that he had critiqued over 150,000 speeches in his participation in the adult education movement of the time. During World War I he served in the U.S. Army.

One of the core ideas in his books is that it is possible to change other people's behavior by changing one's reaction to them.
Les Giblin
What is the one quality that all successful people have in common?

They have mastered the art of dealing with people!

Let this book show you how to:
Achieve your goals Handle the human ego Become a master conversationalist Make others feel good about themselves And much more!
Skill
with people is the one essential ingredient for success and happiness
at home and in business. "The Art of Dealing With People" gives you the
skills to take your people skills to a level that you never thought
possible!

Skill in human relations is similar to skill in any
other field, in that success depends on understanding and mastering
certain basic general principles. You must not only know what to do, but
why you're doing it.

As far as basic principles are concerned,
people are all the same. Yet each individual person you meet is
different. If you attempted to learn some gimmick to deal successfully
with each separate individual you met, you would be face with a hopeless
task.

Influencing people is an art, not a gimmick. When you
apply gimmicks in a superficial, mechanical manner, you go through the
same motions as the person who "has a way," but it doesn't work for you.


The purpose of this book is to give you knowledge based upon an
understanding of human nature: why people act the way they do. The
methods presented in this book have been tested on thousands of people
who have attended my human relations seminars. They are not just my pet
ideas of how you should deal with people, but ideas that have stood the
test of how you must deal with people. That is, if you want to get along
with them and get what you want at the same time.

Yes, we all
want success and happiness. And the day is long past, if it ever
existed, when you could achieve these goals by forcing people to give
you what you want. And begging is no better, for no one has respect for,
or any desire to help, the person who constantly kowtows and literally
goes around with his hand out, begging other people to like him.

The
one successful way to get the things you want from life is to acquire
skill in dealing with people. Download now and you will learn how.


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