Public Relations Writing and Media Techniques (5th Edition) [Paperback]

Dennis L. Wilcox (Author)

Book Description

Publication Date: August 21, 2004 | ISBN-10: 020541849X | ISBN-13: 978-0205418497 | Edition: 5

Public Relations Writing and Media Techniques is the most comprehensive and up-to-date PR writing text available, with real-world examples of outstanding work by public relations professionals. The text thoroughly integrates new communication technologies¿the Internet, Webcasting, etc.¿and shows students the many techniques currently in use to reach a variety of audiences. Clearly written and well-organized, this book places emphasis on the nuts and bolts of daily work in public relations, giving students step-by-step procedures for creating and distributing a variety of successful public relations materials. An engaging and highly effective text for students, Public Relations Writing and Media Techniques is also an invaluable resource for public relations practitioners.

Editorial Reviews

From the Back Cover

Public Relations Writing and Media Techniques is the most comprehensive and up-to-date PR writing text available, with real-world examples of outstanding work and winning campaigns by public relations professionals.

New to This Edition

• Features completely updated information on the Internet and World Wide Web, providing students with the latest information on how professionals are using these technologies.
• Includes new photos and illustrations from recent, award-winning national campaigns, including Maytag's Ol'Lonely, Korbel Cellars' perfect proposal contest, Old Bay Seasoning's shrimp eating contest, and many others.
• Expands material in Chapter 1 about the framework of the entire public relations process and adds new examples of ethical dilemmas and professional ethics.
• Provides examples and case studies from today's headlines—Martha Stewart, the war on terrorism, Iraq, Kobe Bryant, and even Lord of the Rings.

Praise for Wilcox's Public Relations Writing and Media Techniques
“The presentation of the information is superior to other textbooks I have used or considered using, largely because the writing is simple and to the point, and the information is appropriate and immediately applicable.”
Douglas P. Starr, Texas A&M University

“I would tell other faculty that the Wilcox text is comprehensive, easy to read, full of good examples and exercises and an overall excellent writing text for students of public relations.”
Shelly A. Wright, SUNY New Paltz

“ The text's boxed 'professional tips' sections can prove tremendously helpful to students after graduation. I strongly encourage my students to keep this text so they can use it as a reference guide for germinating creative ideas and resolving problems on the job.”
Lora J. DeFore, Mississippi State University

“Some of the best content is included in the boxed items such as 'Professional Tips' and 'PR Casebook.' In reading the book for the first time, I was fascinated to learn there was so much information included in these sections.”
Donn Silvis, California State University Dominguez Hills

“I would describe this as a text that takes a student with only basic journalistic writing skills and introduces him/her, through scholarly discussion and hands-on examples, to the more important areas of the ever expanding public relations writing field.”
Michael E. Bishop, Baylor University

Product Details

• Paperback: 592 pages
• Publisher: Allyn & Bacon; 5 edition (August 21, 2004)
• Language: English
• ISBN-10: 020541849X
• ISBN-13: 978-0205418497
• Product Dimensions: 9.1 x 7.5 x 0.9 inches
• Shipping Weight: 1.9 pounds
• Average Customer Review: 4.2 out of 5 stars  See all reviews (11 customer reviews)
• Amazon Best Sellers Rank: #631,992 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

22 of 25 people found the following review helpful:

5.0 out of 5 stars I teach using this text--the learning curve is very hgh!, September 19, 1999

By A Customer

This review is from: Public Relations Writing and Media Techniques (Paperback)

I teach PR for Drexel University in Philadelphia. My non-traditional students are employees in a very large corporation who are earning a special degree in Customer Service Operations. This book enables them to work with me in taking on a non-profit "client" for whom we do a complete PR/marketing plan in just five weeks. I'm continually amazed at how well they learn all the basic premises from the book, augmented by my teaching and lectures from experts. The authors are members of my national PR group, Public Relations Society of America, which also pleases me very much--it works, gentlemen! Rosemary Rys, APR

5 of 6 people found the following review helpful:

5.0 out of 5 stars One of the Best Overall PR Books, August 20, 2002

By A Customer

This review is from: Public Relations Writing and Media Techniques (4th Edition) (Paperback)

Wilcox and Jackson take on a huge topic--pr--and manage to digest and regurgitate it in a well-written and easy-to-understand style for students and newcomers, yet still retaining enough impact for experienced hands.

Unlike many peers who fail to take their subject into today's wired world, Wilcox and Jackson are fully aware and embrace the fact that a book that ignores the Internet is a book that is only half-complete, not complete with a future edition to create tomorrow. In that, they are similar to Michael Levine's Guerrilla PR: Wired, which focuses on low-cost methods to use the Internet to attain the organization's public relations goal.

Fundamentally, while Wilcox and Jackson cover various techniques step-by-step and explore the importance of good writing in general, one truth must be distinctly understood--for all their own skill in writing, Wilcox and Jackson cannot teach good writing. But, that is a fault common to all public relations and business books.

2 of 2 people found the following review helpful:

4.0 out of 5 stars Good read, May 28, 2009

By 

KristinF (Boston) - See all my reviews

This review is from: Public Relations Writing and Media Techniques (6th Edition) (Paperback)

I bought this book for a grad class I was taking and found that I learned more from reading the book than from the class! I actually have it sitting by my desk at work since it's an easy reference to various "rules" within PR.