Preface
Chapter 1. Theoretical Influences on Public Relations Writing
Chapter 2: Sending the Message: Writing for Style, Flow, and
Credibility
Chapter 3: Ethical Influences on Public Relations Writing
Chapter 4: Cultural Influences on Public Relations Writing
Chapter 5: Research Influences on Public Relations Writing
Chapter 6: Legal Influences on Public Relations Writing
Chapter 7: Design Influences on Public Relations Writing
Chapter 8: From Principles to Planning to Practice: Business
Writing, Fact Sheets, and Bios
Chapter 9: Out of Your Control...or is it?: Newswriting for the
Press
Chapter 10: Under Your Control: Features and Newsletters
Chapter 11: Let′s Hear It: Writing for Broadcast, Scripts, and
Speeches
Chapter 12: When the News Isn′t Good: Crisis Messages
Chapter 13: The Multipurpose Medium: Writing for the Web
Chapter 14: Persuasion for Mass Action: Advocacy Campaigns, Op-Eds,
and PSAs
Chapter 15: Persuasion for Individual Action: Direct Mail,
Brochures, and Proposals
Chapter 16: High-Profile Projects: Annual Reports, Events, and
Exhibitions
Appendix A: The Value of Editing
Appendix B: Public Relations Society of America (PRSA) Code of
Ethics
Appendix C: Research Methods for Public Relations Writing
Appendix D: Production Issues
Appendix E: Grammar and Style
Glossary
Index
About the Authors
Donald Treadwell earned his master’s degree in communication from
Cornell University and his
PhD in communication and rhetoric from Rensselaer Polytechnic
Institute.
He developed and taught communication research classes in classroom
and online settings
and also taught courses in organizational communication, public
relations, and public relations
writing. He is the coauthor of Public Relations Writing: Principles
in Practice (2nd ed., Sage,
2005).
He has published and presented research on organizational image,
consumer response to
college names, health professionals’ images of AIDS, faculty
perceptions of the communication
discipline, and employers’ expectations of newly hired
communication graduates. His research
appears in Communication Monographs, Journal of Technical Writing
and Communication, Public
Relations Review, Journal of Human Subjectivity, and Criminal
Justice Ethics.
He is professor emeritus, Westfield State University, and has
international consulting experience
in agricultural extension and health communication.
Jill Treadwell has 30 years experience in publications and public
relations. She has managed PR campaigns for the US and
international companies as well as for non-profit and educational
organizations. She has a background in both writing and
design and has specialized in annual reports, newsletters,
brochures, and proposals directed at state and federal procurement
agencies.
In addition to maintaining a private public relations consulting
practice, she currently teaches public relations, public relations
writing and other writing courses in both classroom and online
settings at Westfield State College.
"Public Relations Writing is currently the best public relations
writing text available. The authors offer a no nonsense approach to
teaching public relations writing. The text has great explanations
of how to write an assortment of public relations documents and
includes examples of each. Treadwell and Treadwell also spend time
dealing with the aesthetics of public relations or how documents
should look (color, paper, format, etc.) as well as how they should
be written. Of special note are the excellent discussions of
communication theory that many of the other writing texts
lack."
*Michael L. Kent*
"This book integrates experiential exercises useful to
understanding writing from an organizational perspective. The
assignments require a student to become knowledgeable about the
Internet and work as a member of a team. The text/workbook concept
is very helpful if the course is taught online. The references to
resources are invaluable for research."
*Bonita Dostal Neff, Ph.D.*
"Each chapter has clear learning objectives, excellent exercises
and discussion questions, which make the book valuable for
teachers, students and practitioners alike."
*The Journal of Entrepreneurship*
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