Enhanced descriptions from Syndetics:

` Public Relations Writing is currently the best public relations writing text available. The authors offer a no nonsense approach to teaching public relations writing. The text has great explanations of how to write an assortment of public relations documents and includes examples of each. Treadwell and Treadwell also spend time dealing with the aesthetics of public relations or how documents should look (colour, paper, format, etc.) as well as how they should be written. Of special note are the excellent discussions of communication theory that many of the other writing texts lack' - Michael L Kent, Montclair State University

`This book integrates experiential exercises useful to understanding writing from an organizational perspective. The assignments require a student to become knowledgeable about the Internet and work as a member of a team. The text/workbook concept is very helpful if the course is taught online. The references to resources are invaluable for research.' - Bonita Dostal Neff, PhD, Valparaiso University

Guiding students from the most basic foundations of public relations writing (research, planning, ethics, organizational culture, law, and design) through the production of actual, effective public relations materials this Second Edition focuses on identifying and writing public relations messages and examines how public relations messages differ from other messages.

New to the Second Edition

- Covers foundational theory at the beginning of the text with references and applications woven throughout the book

- Includes chapters devoted exclusively to writing for the Web, crisis, and voice

- Provides more examples from the corporate, government, sports and entertainment, education and nonprofit sectors

- Includes multiple samples from the same organizations to demonstrate a common public relations message across writing genres

- Demonstrates how clients operate in the real world rather than a fictitious location

- Includes new and revised exercises

- Offers an accompanying Web site for online assignments, supplementary readings, and examples

The Second Edition is ideal for undergraduate and graduate courses in public relations writing, media writing, and media relations. An Instructor's Resource Manual is available on CD to qualified adopters. These resources include ideas for adapting the text for use with real-world clients, additional full-text examples, PowerPoint presentations, and ideas for course and student assessment.

Table of contents provided by Syndetics

• Chapter 1 Introduction
• Chapter 2 Public relations writing
• Defining public relations and public relations writing
• Public relations writing style
• The value of editing: "get on with it!"
• Putting theory into practice
• Writing wrap-up
• References and resources
• End notes
• Chapter 3 Research for public relations writing
• Research, public relations research adn public relations writing research
• Writing wrap-up
• References and resources
• End notes
• Chapter 4 Planning
• Planning tools
• Writing wrap-up
• References and resources
• End notes
• Chapter 5 Ethics and corporate culture
• Ethics
• Organizational culture
• Writing wrap-up
• References and resources
• End notes
• Chapter 6 Legal issues and authorities
• The issues
• Web rights
• The agencies
• The law, the future and you
• Writing wrap-up
• References and resources
• End notes
• Chapter 7 Design issues in public relations
• PR Banner
• Communicating with space
• Communicating with type
• Communicating with graphics
• Communicating with color
• Special option
• Production: Working with your printer
• Writing wrap-up
• References and resources
• End notes
• Chapter 8 From preparation to practice
• Writing to your publics: Audience-centered thinking
• Writing to a purpose
• Learning about your employers
• Writing wrap-up
• References and resources
• Chapter 9 Newswriting for the mass media
• Using the media effectively: More than making the six o'clock news
• Where to place the release: Specific media selection
• Writing and placing news releases
• Newswriting for the press
• Newswriting for broadcast media
• Newswriting in a crisis: When the news isn't good
• Distributing your release: How to get the word out
• Why are YOU writing the release, or producing the video?
• SUCCESS! Measuring the results
• Writing wrap-up
• References and resources
• End notes
• Chapter 10 Writing for media under your control
• Using controlled media for "news"
• Scriptwriting: Writing for sounds and visuals
• Newsletters
• Annual reports
• Writing wrap-up
• References and resources
• End notes
• Chatper 11 Writing to Persuade
• Centuries of persuasion
• Public relations writing in context
• Simplifying persuasion theory
• Bringing it all together
• From theory into practice
• Writing wrap-up
• References and resources
• End notes
• Chapter 12 Writing for the global audience
• Intercultural communication
• Writing for the World Wide Web
• Public relations on the Web
• The Web as a public relations medium
• Writing wrap-up
• References and resources
• End notes
• Chapter 13 Celebrations, grand openings and annual meetings
• Information kits: Media, sales, educational and public
• Industry conferences, exhibitions, conventions and trade fairs
• Writing wrap-up
• End notes
• Appendix A Reserach methods for public relations writng
• Appendix B Code of Professional Standards for the Practice of Public Relations
• Appendix C Some thoughts on law and regulations
• Appendix D Printing issues
• Appendix E Grammar, usage, and punctuation