Clear, precise, active and ethical writing that conveys a message is an essential and employable skill that all Public Relations students need to develop. Public Relations Writing illustrates how practice is based in communication theory while encouraging students to regard themselves as beginning practitioners who need to understand the social, economic, political and multicultural contexts in which they work. An understanding of why different writing approaches are needed for specific public relations tactics, as well as the practical aspects of writing for each are presented within an Australian context. Features Includes contributions from senior public relations practitioners and journalists so that students can learn from their real work-life experience. Toolkit - a set of aids to help students get started on practical writing tasks. Includes a basic grid for a SWOT, or force field, and/or PEST analysis, checklists, timelines and basic GANTT charts, examples of resources practitioners need to keep like media phone lists and much more. New to this edition New chapter on Social Media New activities and exercises and updated toolkit Updated chapter on Media Relations New international examples from New Zealand and Hong Kong.
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