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. Coverage of recent technological changes, including the growth of digital and social media (blogging, Twitter, etc.) gives 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. In addition, it covers basic planning, media relations, media placement and distribution, and law and ethics.
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More About the Author
TOM BIVINS is a professor in the School of Journalism and Communication at the University of Oregon. He has worked in broadcasting, advertising, public relations, and as a graphic designer and editorial cartoonist. He is slightly overeducated, but doesn't let that get in the way of having fun with words and pictures.
He is the author of books on media ethics, public relations writing, publication design, advertising, and newsletter publication. He also has published a couple of children's books with his brother and a small book of poetry (all on his own).
He primarily teaches ethics to journalism students. Mark Twain is his moral inspiration. His critique of all things powerful made him the perfect literary defender of all things not so powerful, yet deserving.
You can visit his website at:
http://jcomm.uoregon.edu/~tbivins/Bivins/index.html.
He is the author of books on media ethics, public relations writing, publication design, advertising, and newsletter publication. He also has published a couple of children's books with his brother and a small book of poetry (all on his own).
He primarily teaches ethics to journalism students. Mark Twain is his moral inspiration. His critique of all things powerful made him the perfect literary defender of all things not so powerful, yet deserving.
You can visit his website at:
http://jcomm.uoregon.edu/~tbivins/Bivins/index.html.
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Most Helpful Customer Reviews
37 of 40 people found the following review helpful:
5.0 out of 5 stars
Writing the Wrongs,
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This review is from: Public Relations Writing: The Essentials of Style and Format (Paperback)
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!
3 of 4 people found the following review helpful:
3.0 out of 5 stars
OK as a very broad overview for beginners,
By Janice King "Author, "Copywriting That Se... (www.writinghightech.com) - See all my reviews (VINE VOICE) (REAL NAME)
This review is from: Public Relations Writing: The Essentials of Style and Format (Paperback)
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.
0 of 1 people found the following review helpful:
5.0 out of 5 stars
Public Relations Writing - Book purchase,
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This review is from: Public Relations Writing: The Essentials of Style and Format (Paperback)
I got the order THE NEXT DAY!!!! So happy with my purchase, the book was brand new and I bought it for a significantly cheaper price than my school bookstore. Very happy and thank you!
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