The Public Relations Writer's Handbook [Hardcover]

Merry Aronson (Author), Don Spetner (Author)

Book Description

Publication Date: August 2, 1993 | ISBN-10: 0029010527 | ISBN-13: 978-0029010525 | Edition: 1

A must for novices. Great for old hands who'd like to learn some new techniques. Two pros guide readers through the ins and outs of attracting TV cover, speech writing, damage control, and a variety of other PR projects.

Editorial Reviews

Review

“Essential for any PR professional.  Well written and easy to understand.”

--Richard Edelman, president and CEO, Edelman Public Relations Worldwide

 

 

“Despite all the rapid advances in technology, good writing is still the key to effective communications. And good writing comes from clear thinking. This book provides an excellent, step-by-step approach to both.”--Jon Iwata, senior vice president, Communications, IBM

 

“Good writing is still at the core of all great communications campaigns, and this book provides aspiring and experienced practitioners with practical guidelines and effective approaches to consider.”--Andy Polansky, president, Weber Shandwick Worldwide

 

“This is a practical, direct, and easy-to-use handbook for public relations writing, authored by top communications professionals.  It’s a must-read for anyone serious about a successful career in public relations.”--Carl Folta, executive vice president, Corporate Communications, Viacom, Inc.

 

“This book offers no-nonsense, straight-ahead advice on how to compete and win in today’s digital world of public relations.”-- Paula D. Woodley, lecturer, Annenberg School for Communications, University of Southern California

  --This text refers to an alternate Hardcover edition.

From the Inside Flap

The first edition of the Public Relations Writer's Handbook has become the gold standard reference in the PR industry. However, since the book was first published, the digital revolution has changed the way we live and do business. Computers, e-mail, cell phones, and the World Wide Web have become a part of everyday life.

The second edition of The Public Relations Writer's Handbook offers a simple, step-by-step approach to creating a wide range of writing, from basic news releases, pitch letters, biographies, and media alerts, to more complex and sophisticated speeches, media campaign proposals, crisis responses, and in-house publications. In addition, the thoroughly expanded and updated second edition shows how to keep up with the best practices of the public relations profession, as well as with the speed made possible and required by the digital age.

The Public Relations Writer's Handbook is a handy guide for PR writers who must communicate ideas, information, and emotions in a clear, concise, accurate, and credible manner in many styles, tones, and voices, for many different audiences. The Handbook helps to simplify and demystify the writing process, so that your skills can be honed and your talent developed.

In this extraordinary resource, authors Merry Aronson, Don Spetner, and Carol Ames offer their secrets to cracking the public relations barriers and getting your message heard by as wide a public as possible. --This text refers to an alternate Hardcover edition.

See all Editorial Reviews

Product Details

• Hardcover: 210 pages
• Publisher: Jossey-Bass; 1 edition (August 2, 1993)
• Language: English
• ISBN-10: 0029010527
• ISBN-13: 978-0029010525
• Product Dimensions: 9.2 x 6.3 x 1.2 inches
• Shipping Weight: 1 pounds
• Average Customer Review: 4.2 out of 5 stars  See all reviews (10 customer reviews)
• Amazon Best Sellers Rank: #4,707,169 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

41 of 42 people found the following review helpful:

4.0 out of 5 stars The Public Relations Writer's Handbook, November 20, 2000

By 

Lindsey Folger (Austin, TX USA) - See all my reviews

This review is from: The Public Relations Writer's Handbook (Hardcover)

This book should be a desktop essential for every public relations writer. It is a manual for all aspects of writing in this field, from news releases to brochures to speech writing to obituaries. This all-encompassing handbook provides step-by-step instructions for the different types of public relations writing and applies them to real-life examples and hypothetical situations. As an aspiring public relations writer, I found this book to be quite effective. It breaks down each type of document and walks the reader through the process. It gives the reader a sense of priority-importance, chronology within the text, what to always include and things to avoid. The writers' explanations are understandable, and the concepts are easy to grasp. There is no question that the most vital factor in a news release is newsworthiness: "If your release is to be read and considered for coverage, it must offer a newsworthy story, stated clearly and simply, long on information and short on adjectives." The authors state their point clearly and simply, just as we should when we write our news releases. Although the descriptions and directions are thoroughly helpful, the examples are somewhat stale. Aronson and Spetner say that the purpose of the lead in a news release is to "grab the reader's attention and compel him to continue reading." The example they give, however, is anything but compelling. "Welch Foods has announced it will market a new selection of all-natural frozen juice concentrates that will be available to consumers in supermarkets this November. The new Welch's Orchard 100 percent Natural Frozen Concentrate products include three tangy flavors-Grape, Apple-Grape and Harvest Juice Blend." (Yawn) It is the pitch letter that often determines whether a reporter pursues a story. So, not only must the news release be newsworthy and informational, the pitch letter must be catchy in order to spark the reporter's curiosity. Aronson and Spetner suggest an initial phone call to the editor before pitching the letter in order to determine the correct angle to take in the letter. Speech writing can be one of the most difficult tasks in public relations. It is so important to understand the speaker's style, speaking rhythm, and voice pattern. It requires a good deal of research and many rough drafts. Aronson and Spetner have made speech writing easier by breaking down the process into ten steps. Having a guide facilitates the writing of a good speech. While it is always important to personalize each speech, following the guidelines can guarantee a well-rounded speech. This book, published in 1993, is already outdated when it comes to electronic media. The internet plays a large role in public relations today, and this book is missing the entire genre. Electronic mail is mentioned once, but discounts it as an effective way to send messages because of "the limited number of terminals with modems that are accessible in newsrooms and the inability to transmit photographs." It is amazing how far we've come in seven short years. As strictly a writing guide, this book is extremely useful. I checked it out from the library in order to write this review, and I am going to buy a copy to use as a guide in the future. The guidelines are clear and precise, and I learned a lot about correct format and presentation. Aronson and Spetner lacked originality and spunk in their examples, but personal writing style is something that will come with time and experience. I recommend this book to other aspiring public relations writers because, as Aronson and Spetner said, "good writing is always at the core of effective public relations."

25 of 25 people found the following review helpful:

4.0 out of 5 stars A beginning desk reference, May 1, 1999

By A Customer

This review is from: The Public Relations Writer's Handbook (Hardcover)

A quick overview of most tasks and common documents a P/R person would have to get involved with. A beginning desk reference, simply written, gives guidelines and some examples. A great book for those new to the field.

16 of 16 people found the following review helpful:

5.0 out of 5 stars Outstanding. Very comprehensive., December 29, 1998

By A Customer

This review is from: The Public Relations Writer's Handbook (Hardcover)

Clearly written by two seasoned professionals, The Public Relations Writer's Handbook is an invaluable tool for entry-level PR people. The book covers virtually all areas of the business and walks the reader through the various writing land mines that await all public relations practitioners. You can trip and fall on your own or you can read the book and skip right through beginner's clutter. And the best part is that it's very affordable.