Public Relations Writing and Media Techniques (5th Edition)

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.

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