Public Relations Writing and Media Techniques (4th Edition) [Paperback]

Dennis L. Wilcox (Author)

Book Description

Publication Date: December 8, 2000 | ISBN-10: 0321070143 | ISBN-13: 978-0321070142 | Edition: 4

This engaging and highly effective guide is one of the most comprehensive and up-to-date PR writing books available. This book thoroughly integrates new communication technologies-the Internet, World Wide Web, Webcasting, etc.-and shows the many techniques on the horizon and currently in use to reach a variety of audiences. An abundance of real-world examples and illustrations showcase outstanding work by public relations professionals and provide models for readers. Clearly-written and well-organized, this book places emphasis on the "nuts and bolts" of daily work in public relations, providing step-by-step procedures for creating and distributing a variety of successful public relations materials. For public relations writers learning or honing their trade, and people with an interest in public relations.

Editorial Reviews

From the Back Cover

This engaging and highly effective guide is one of the most comprehensive and up-to-date PR writing books available. This book thoroughly integrates new communication technologies-the Internet, World Wide Web, Webcasting, etc.-and shows the many techniques on the horizon and currently in use to reach a variety of audiences. An abundance of real-world examples and illustrations showcase outstanding work by public relations professionals and provide models for readers. Clearly-written and well-organized, this book places emphasis on the "nuts and bolts" of daily work in public relations, providing step-by-step procedures for creating and distributing a variety of successful public relations materials. For public relations writers learning or honing their trade, and people with an interest in public relations.

Product Details

• Paperback: 592 pages
• Publisher: Allyn & Bacon; 4 edition (December 8, 2000)
• Language: English
• ISBN-10: 0321070143
• ISBN-13: 978-0321070142
• Product Dimensions: 9.2 x 7.5 x 0.9 inches
• Shipping Weight: 2 pounds
• Average Customer Review: 4.2 out of 5 stars  See all reviews (11 customer reviews)
• Amazon Best Sellers Rank: #2,352,073 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.