Product Description
This text equips students with the essential skills for developing and writing public relations materials, covering all areas of public relations writing--including news releases, backgrounders, newsletter and magazine articles, brochures, print advertising copy, and broadcast scripts. Recent technological changes are also covered to give students an understanding of how technology impacts the public relations industry. In the constantly changing world of public relations, the text continues to stress the need for public relations professionals to communicate more effectively to all audiences.

CUSTOMER REVIEWS (Average Customer Rating: 4.0 based on 2 reviews)

OK as a very broad overview for beginners

The title of this book doesn't reflect its very broad coverage. Indeed, the book discusses a wide range of PR topics, as well as marketing communications and advertising. For this reason, the book is suitable for an undergraduate-level introductory course on corporate communications. However, while the information presented is clear and relevant, it lacks depth. Students who want to pursue PR and marketing writing as a career will want to supplement this book with other resources.
August 21, 2007

Writing the Wrongs

Effective writing skills must be mastered by anyone hoping to work in the field of public relations. If PR people do nothing else, they write, revise, write, revise, and write, more and more and more, until finally they write the wrongs (figuratively speaking, of course). In answer to this call, Thomas H. Bivins has created a dynamically comprehensive guide to many forms and styles of PR writing, from news release writing to desktop publishing. He also suggests ways of enhancing creativity, another important skill, in such areas as feature writing, poster, flyer, and brochure design, and newsletter design. Bivins further provides complementary examples and demonstrations that every current and potential PR writer will find useful. I'll never forget one statement the professor of my Public Relations Writing course (Spring 1999) made on the very first day of class: "I highly suggest none of you sell this book back to the bookstore at the end of the quarter. I wish I had a guide like this when I was working in public relations!" When she made that statement, I was immediately anxious to know what literatural pleasure awaited me!
January 19, 2000

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