Writing Skills for Public Relations

Inhaltsverzeichnis


About the author
Foreword
Acknowledgements

Introduction

1. The importance of style: an overview
Style on the move
Appreciating style
Your organization's style
Keep it consistent
Points to watch
Good style is good manners

2. Trouble with plurals and possessives
Plural matters
Apostrophe problems

3. Making your mark
Basic punctuation
When you are quoting...

4. Down with capitalism!
Consistency is the essence
Why lower case, upper case?
When to use capitals
Where difficulties occur
The trend is to knock it down

5. Clichés, jargon and other worn words
Recognizing clichés
Jargon: help or hindrance
Catchphrases quickly become stale...
...So can metaphors and similes
Make room for the idiom
Beware of slang

6. Is it easy to read?
Edit with the reader in mind
Aim for short sentences
Guidelines on paraghraphing
Line width and type size
Crossheads and subheads
Line and letter spacing
Where to break
Choice of typeface
Printing considerations
Justified or ragged right?
Putting on the stress
Choosing and using your designer
Now it's proof marking time...

7. Headlines: making them work
Use present tense, active verbs
Questions and humor
Avoid "label" headings
Headings in sales leaflets and brochures
Style and presentation
Subheadings
Slogans for brand recall
Elements of corporate identity
Headlines for websites

8. Dealing with figures and abbreviations
Figuring out the numbers
Abbreviations: the long and the short

9. Keep it short, simple - and plain
Aim for brevity
Plain words
Local government communication
Watch out for taugtology
Look for active verbs; avoid contractions
Avoid foreign words or phrases - and Latin
Loan words needing care
Double negatives
Beware "myths"
Tips for writing tight
There is still much to do...

10. Social media: the X-factor for PR
Essential tools for journalists and brands
Easy set-up for your Twitter account
Facebook - the PR marketing platform
Designing and writing blogs
Content is key
Edit as you write
Footnotes

11. Writing for the media
News releases: basic requirements
Commissioned articles

12. Captions: how to handle them
Photo captions with releases
Captions in publications

13. Why editing matters
The clue to good copy
News stories
Feature articles
Radio and TV broadcasts
On-screen editing
Technical editing
Edit yourself

14. Skills and styles for the office
Suggested style for correspondence
Style for emails
Have clear, clean layout
Writing a précis
Writing reports and minutes
Forms of address
Invitations to functions
Replies to invitations
Acknowledging correspondence
Setting out documents
Writing a CV
Language for the telephone

15. Traps, snares and pitfalls
Spelling points
Be careful with foreign words
Use your dictionary
-ise or -ize verb endings?
One word or two?
Puzzles and posers
Lookalikes need care
Chestnut time
They're not right, they're not wrong
Vogue words and phrases
Getting in the mood
Genteelisms
Keep clear of slang
Keep mission statements short and simple
Top 10 tips for writers

16. Americanisms - the differences
Essential differences
Understanding the media differences

17. The spoken word: pronunciation pointers
Received Pronunciation
Get the words right too

18. Principles of presentation
First steps for speakers
Getting ready for the speech
When you're on stage
Points for organizers

19. Writing for the web
Effective PR needs internet presence
Website content and design - the essentials
What makes a good website
An IT specialist observes...
Getting the most out of emails
Ezines for easy newsletters

20. Tone - the linchpin of reputation
Basic principles of tone in writing
Towards a better tone

21. Now its annual report time
Prime PR opportunity
Essential aspects
What makes a good annual report?
The annual report - vital communications link
Investor relations in a digital age

22. Is it legal?
What is libel?
Copyright and moral rights
Applying for an injunction
Getting permission
Data protection
Dealing with trade marks
Competitions and promotions
Self-regulatory codes of practice
Don't forget the imprint
Further information

Appendix 1: Confusing pair of words
Appendix 2: Glossary and jargon buster
Appendix 3: When you're lost for words
Further reading
Index

Writing Skills for Public Relations

Style and Technique for Mainstream and Social Media

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Writing Skills for Public Relations

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eBook

eBook

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Beschreibung

Details

Einband

Taschenbuch

Erscheinungsdatum

03.10.2012

Verlag

Kogan Page

Seitenzahl

282

Maße (L/B/H)

23,4/15,6/1,5 cm

Beschreibung

Zitat

"John Foster's book is a 'how to' guide that gives solid grounding in the writing requirements of the PR business. It covers a lot of ground on a complex but rewarding subject." Writing Magazine "Writing good English must be one of the most difficult jobs in the world... This book by John Foster gives invaluable advice, not only on the rules of English grammar, but on how to make the language come alive." Professor Anne Gregory, Director, Centre for Public Relations Studies at Leeds Metropolitan University "This book addresses the pitfalls that wind up editors, clients and PR managers alike." PRWeek "A brilliantly comprehensive teach-yourself guide to making sure people will want to read or hear your written words. Foster covers print, website, broadcast, blog, Twitter, Facebook and public speaking with a sharp expertise gained from a lifetime in PR and journalism and a love of good, unpretentious English." Robin Corry, UK Features.co.uk and former Fleet Street editor "...can be read with pleasure from cover-to-cover or dipped into for a refresher on a particular topic [...] As someone who has spent his career on both sides of the divide, Foster speaks with true authority." The Writer Magazine "...covers enormous ground. Besides writing effectively, Foster tackles new media, such as social networks and the Internet, even public speaking. He also gives helpful tips on how to make language come alive [...] to learn more about communicating well, read the book." Robert Harland, Philippine Rotary

Details

Einband

Taschenbuch

Erscheinungsdatum

03.10.2012

Verlag

Kogan Page

Seitenzahl

282

Maße (L/B/H)

23,4/15,6/1,5 cm

Gewicht

433 g

Auflage

5. Auflage

Sprache

Englisch

ISBN

978-0-7494-6543-8

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Die Leseprobe wird geladen.
  • Writing Skills for Public Relations

  • About the author
    Foreword
    Acknowledgements

    Introduction

    1. The importance of style: an overview
    Style on the move
    Appreciating style
    Your organization's style
    Keep it consistent
    Points to watch
    Good style is good manners

    2. Trouble with plurals and possessives
    Plural matters
    Apostrophe problems

    3. Making your mark
    Basic punctuation
    When you are quoting...

    4. Down with capitalism!
    Consistency is the essence
    Why lower case, upper case?
    When to use capitals
    Where difficulties occur
    The trend is to knock it down

    5. Clichés, jargon and other worn words
    Recognizing clichés
    Jargon: help or hindrance
    Catchphrases quickly become stale...
    ...So can metaphors and similes
    Make room for the idiom
    Beware of slang

    6. Is it easy to read?
    Edit with the reader in mind
    Aim for short sentences
    Guidelines on paraghraphing
    Line width and type size
    Crossheads and subheads
    Line and letter spacing
    Where to break
    Choice of typeface
    Printing considerations
    Justified or ragged right?
    Putting on the stress
    Choosing and using your designer
    Now it's proof marking time...

    7. Headlines: making them work
    Use present tense, active verbs
    Questions and humor
    Avoid "label" headings
    Headings in sales leaflets and brochures
    Style and presentation
    Subheadings
    Slogans for brand recall
    Elements of corporate identity
    Headlines for websites

    8. Dealing with figures and abbreviations
    Figuring out the numbers
    Abbreviations: the long and the short

    9. Keep it short, simple - and plain
    Aim for brevity
    Plain words
    Local government communication
    Watch out for taugtology
    Look for active verbs; avoid contractions
    Avoid foreign words or phrases - and Latin
    Loan words needing care
    Double negatives
    Beware "myths"
    Tips for writing tight
    There is still much to do...

    10. Social media: the X-factor for PR
    Essential tools for journalists and brands
    Easy set-up for your Twitter account
    Facebook - the PR marketing platform
    Designing and writing blogs
    Content is key
    Edit as you write
    Footnotes

    11. Writing for the media
    News releases: basic requirements
    Commissioned articles

    12. Captions: how to handle them
    Photo captions with releases
    Captions in publications

    13. Why editing matters
    The clue to good copy
    News stories
    Feature articles
    Radio and TV broadcasts
    On-screen editing
    Technical editing
    Edit yourself

    14. Skills and styles for the office
    Suggested style for correspondence
    Style for emails
    Have clear, clean layout
    Writing a précis
    Writing reports and minutes
    Forms of address
    Invitations to functions
    Replies to invitations
    Acknowledging correspondence
    Setting out documents
    Writing a CV
    Language for the telephone

    15. Traps, snares and pitfalls
    Spelling points
    Be careful with foreign words
    Use your dictionary
    -ise or -ize verb endings?
    One word or two?
    Puzzles and posers
    Lookalikes need care
    Chestnut time
    They're not right, they're not wrong
    Vogue words and phrases
    Getting in the mood
    Genteelisms
    Keep clear of slang
    Keep mission statements short and simple
    Top 10 tips for writers

    16. Americanisms - the differences
    Essential differences
    Understanding the media differences

    17. The spoken word: pronunciation pointers
    Received Pronunciation
    Get the words right too

    18. Principles of presentation
    First steps for speakers
    Getting ready for the speech
    When you're on stage
    Points for organizers

    19. Writing for the web
    Effective PR needs internet presence
    Website content and design - the essentials
    What makes a good website
    An IT specialist observes...
    Getting the most out of emails
    Ezines for easy newsletters

    20. Tone - the linchpin of reputation
    Basic principles of tone in writing
    Towards a better tone

    21. Now its annual report time
    Prime PR opportunity
    Essential aspects
    What makes a good annual report?
    The annual report - vital communications link
    Investor relations in a digital age

    22. Is it legal?
    What is libel?
    Copyright and moral rights
    Applying for an injunction
    Getting permission
    Data protection
    Dealing with trade marks
    Competitions and promotions
    Self-regulatory codes of practice
    Don't forget the imprint
    Further information

    Appendix 1: Confusing pair of words
    Appendix 2: Glossary and jargon buster
    Appendix 3: When you're lost for words
    Further reading
    Index