The Advertising Writer's Handbook: Digital Age [Hardcover]
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“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
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.
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