Public Relations Writing and Media Techniques (6th Edition)

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9780205648283: Public Relations Writing and Media Techniques (6th Edition)

Public Relations Writing and Media Techniques is the most comprehensive and up-to-date public relations writing book available. With real-world examples of award-winning work by PR professionals, this new edition continues to help readers master the many techniques needed to reach a variety of audiences in today’s digital age. Clearly written and well-organized, this book emphasizes the nuts and bolts of writing, producing, and distributing public relations materials through traditional and social media.  The author provides step-by-step procedures illustrated by examples from actual campaigns. This text also serves as an invaluable resource for public relations practitioners in the field.

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From the Back Cover:

Public Relations Writing and Media Techniques is the most comprehensive and up-to-date PR writing text available, with real-world examples of outstanding work and winning campaigns by public relations professionals.

New to This Edition

  • Features completely updated information on the Internet and World Wide Web, providing students with the latest information on how professionals are using these technologies.
  • Includes new photos and illustrations from recent, award-winning national campaigns, including Maytag's Ol'Lonely, Korbel Cellars' perfect proposal contest, Old Bay Seasoning's shrimp eating contest, and many others.
  • Expands material in Chapter 1 about the framework of the entire public relations process and adds new examples of ethical dilemmas and professional ethics.
  • Provides examples and case studies from today's headlines—Martha Stewart, the war on terrorism, Iraq, Kobe Bryant, and even Lord of the Rings.

Praise for Wilcox's Public Relations Writing and Media Techniques
“The presentation of the information is superior to other textbooks I have used or considered using, largely because the writing is simple and to the point, and the information is appropriate and immediately applicable.”
Douglas P. Starr, Texas A&M University

“I would tell other faculty that the Wilcox text is comprehensive, easy to read, full of good examples and exercises and an overall excellent writing text for students of public relations.”
Shelly A. Wright, SUNY New Paltz

“ The text's boxed 'professional tips' sections can prove tremendously helpful to students after graduation. I strongly encourage my students to keep this text so they can use it as a reference guide for germinating creative ideas and resolving problems on the job.”
Lora J. DeFore, Mississippi State University

“Some of the best content is included in the boxed items such as 'Professional Tips' and 'PR Casebook.' In reading the book for the first time, I was fascinated to learn there was so much information included in these sections.”
Donn Silvis, California State University Dominguez Hills

“I would describe this as a text that takes a student with only basic journalistic writing skills and introduces him/her, through scholarly discussion and hands-on examples, to the more important areas of the ever expanding public relations writing field.”
Michael E. Bishop, Baylor University

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