TY  - BOOK
AU  - Wilcox,Dennis L.
AU  - Jackson,Patrick
TI  - Public relations writing and media techniques
SN  - 0321070143
U1  - 659.2 
PY  - 2001///
CY  - New York
PB  - Longman
KW  - Public relations
KW  - United States
KW  - Authorship
N1  - Foreword. - Preface. - Pt. One. The Basics of Public Relations Writing. Ch. 1. Preparing for Writing. Ch. 2. Persuasive Writing. Ch. 3. Finding and Generating News. - Chapter 4. Legal and Ethical Guidelines. - Pt. Two. Writing for Mass Media. Ch. 5. The Values of News Releases. Ch. 6. The Feature Story. h. 7. Photos and Graphics. Ch. 8. Pitch Letter, Media Alerts, Press Kits, and Op-Ed. Ch. 9. Radio, Television, and Webcasting. Ch. 10. Distribution: Snail Mail to the Internet. Ch. 11. Working with the Media. - Pt. Three. Writing for other Media. Ch. 12. Newsletters, E-zines, and Brochures. Ch. 13. The World Wide Web. Ch. 14. Direct Mail and Advertising.  Ch. 15. Letters, E-mail, and Reports. Ch. 16. Writing and Giving Speeches. Ch. 17. Audiovisual Aids. - Pt. Four. Managing Programs and Campaigns. Ch. 18. Meetings and Events. Ch. 19. Program Planning. Ch. 20 Program Evaluation. - Glossary. - Index
N2  - "Offering an effective, highly accessible combination of theory and practice, this fourth edition of Public Relations Writing and Media Techniques continues to provide the most comprehensive, readable discussion of public relations writing available.  Serving as a "how to" manual for creating and distributing a variety of successful public relations materials, this text also emphasizes the processes and procedures of public relations specialists, provides numerous real-world examples, and integrates the uses and impact of the Internet, the World Wide Web, and other new communication technologies." - Back cover
ER  -