Wilcox D.L., ReberB.H. Public Relations Writing and Media Techniques

7th Edition. — Pearson, 2014. — 467 p. — ISBN: 978-1-292-04073-8.International Edition. For courses in Introductory Public Relations.
Public Relations Writing and Media Techniques is the most comprehensive and up-to-date public relations writing text available. With real-world examples of award-winning work by PR professionals, this new edition continues to help students master the many techniques needed to reach a variety of audiences in today’s digital age.
The text thoroughly integrates new communication technologies – the Internet, Webcasting, etc. – and shows students the many techniques currently in use to reach a variety of audiences. 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 to engage today’s students. This text also serves as an invaluable resource for public relations practitioners in the field.
New to This Edition:
Significant coverage of new technology and media, including smartphones, tablet, computers, Twitter, and other social media;
Overview of how traditional media and the “new media” are converging and being used daily by public relations practitioners to plan, organize, and execute a variety of communication programs;
A new chapter on Working with Journalists and Bloggers and the importance of media relations;
Expanded coverage on traditional news release versus online and multimedia releases;
New techniques for brainstorming creative ideas;
A discussion of ethical dilemmas faced by spokespeople;
Search Engine Optimization as a tool for writing effective online news headlines;
Infographics as a tool to portray information in an attractive way;
Techniques for shooting video to be used on YouTube or other web outlets;
The use of QR Codes as a distribution channel for publicity materials;
How to write RFPs for public relations services;
Using PowerPoint and Prezi effectively in a public relations setting;
New Media Resources at the end of every chapter direct readers to readily accessible books, articles, and online postings.