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Reviews: "John Foster’s book covers a lot of ground on a complex but rewarding subject." -Writing
"This book addresses the pitfalls that wind up editors, clients and PR managers alike." -PRWeek
"Foster covers print, website, broadcast, blog, Twitter, Facebook and public speaking with a sharp expertise gained from a lifetime in PR and journalism and a love of good, unpretentious English." -Robin Corry, UK Features.co.uk and former Fleet Street editor
Description: To communicate effectively it is vital to be clear and concise. The written word must contain all the elements of good writing - including style, sentence structure, choice and use of words - to ensure that our message is understood as intended.
This fully updated fifth edition of John Foster’s book is a hands-on, practical guide to writing style for PR students and practitioners. Offering advice on the basic principles of grammar as well as covering essential editing and presentation skills, Writing Skills for Public Relations includes guidance on:
• developing and policing a house style
• avoiding cliches and jargon
• ensuring readability
• writing press releases
• using social media
• public speaking and speech writing
• proof correction marks
• the legal issues facing writers
With fresh examples and expert advice throughout, this new edition also includes information on developing your web presence, online newsletters, blogs and websites, and setting up an online media centre.
Writing Skills for Public Relations is recommended reading for students of the Chartered Institute of Public Relations (CIPR) Diploma.
Online resources to accompany this book are available from www.koganpage.com/editions/writing-skills-for-public-relations/9780749465438
Contents: About the author • Foreword • Acknowledgements • Introduction
Chapter 01:The importance of style: an overview • Style on the move • Appreciating style • Your organisation’s style • Keep it consistent • Points to watch • Good style is good manners
Chapter 02: Trouble with plurals and possessives • Plural matters • Apostrophe problems
Chapter 03: Making your mark • Basic punctuation • When you are quoting ...
Chapter 04: Down with capitalism! • Consistency is the essence • Why lower case, upper
case? • When to use capitals • Where difficulties occur • The trend is to knock it down
Chapter 05: Cliches, jargon and other worn words • Recognising cliches • Jargon: help or hindrance? • Catchphrases quickly become stale ... • ... So can metaphors and similes • Make room for the idiom • Beware of slang
Chapter 06: Is it easy to read? • Edit with the reader in mind • Aim for short sentences • Guidelines on paragraphing • Line width and type size • Crossheads and subheads • Line and letter spacing • Where to break • Choice of typeface • Printing considerations • Justified or ragged right? • Putting on the stress • Choosing and using your designer • Now it’s proof marking time ...
Chapter 07: Headlines: making them work • Use present tense, active verbs • Questions and humour • Avoid ‘label’ headings • Headings in sales leaflets and brochures • Style and presentation • Subheadings • Slogans for brand recall • Elements of corporate identity • Headlines for websites
Chapter 08: Dealing with figures and abbreviations • Figuring out the numbers • Abbreviations: the long and the short of it
Chapter 09: Keep it short, simple - and plain • Aim for brevity • Plain words • Local government communication • Watch out for tautology • Look for active verbs; avoid contractions • Avoid foreign words or phrases - and Latin • Loan words needing care • Double negatives • Beware ‘myths’ • Tips for writing tight • There is still much to do ...
Chapter 10: Social media: the X-factor for PR • Essential tools for journalists and brands • Easy set-up for your Twitter account • Facebook - the PR marketing platform • Designing and writing blogs • Content is key • Edit as you write • Footnotes
Chapter 11: Writing for the media • News releases: basic requirements • Commissioned articles
Chapter 12: Captions: how to handle them • Photo captions with releases • Captions in publications
Chapter 13: Why editing matters • The clue to good copy • News stories • Feature articles • Radio and TV broadcasts • On-screen editing • Technical editing • Edit yourself
Chapter 14: Skills and styles for the office • Suggested style for correspondence • Style for emails • Have clear, clean layout • Writing a precis • Writing reports and minutes • Forms of address • Invitations to functions • Replies to invitations • Acknowledging correspondence • Setting out documents • Writing a CV • Language for the telephone
Chapter 15: Traps, snares and pitfalls • Spelling points • Be careful with foreign words • Use your dictionary • -ise or -ize verb endings? • One word or two? • Puzzles and posers • Lookalikes need care • Chestnut time • They’re not right, they’re not wrong • Vogue words and phrases • Getting in the mood • Genteelisms • Keep clear of slang • Keep mission statements short and simple • Top 10 tips for writers
Chapter 16: Americanisms - the differences • Essential differences • Understanding the media differences
Chapter 17: The spoken word: pronunciation pointers • Received Pronunciation • Get the words right too
Chapter 18: Principles of presentation • First steps for speakers • Getting ready for the speech • When you’re on stage • Points for organisers
Chapter 19: Writing for the web • Effective PR needs internet presence • Website content and design - the essentials • What makes a good website • An IT specialist observes ... • Getting the most out of emails • Ezines for easy newsletters
Chapter 20: Tone - the linchpin of reputation • Basic principles of tone in writing • Towards a better tone
Chapter 21: Now it’s annual report time • Prime PR opportunity • Essential aspects • What makes a good annual report? • The annual report - vital communications link • Investor relations in a digital age
Chapter 22: Is it legal? • What is libel? • Copyright and moral rights • Applying for an injunction • Getting permission • Data protection • Dealing with trade marks • Competitions and promotions • Self-regulatory codes of practice • Don’t forget the imprint • Further information
Chapter 23: Keep to the codes • How to avoid brand reputation damage • Potential liability warning • Reputation damage possible • Advertising codes administered by the ASA • Broad principles • PCC Editors’ Code • Author’s note
Appendix 1: Confusing pairs of words • Appendix 2: Glossary and jargon buster • Appendix 3: When you’re lost for words • Further reading • IndexISBN - 9780749465438
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Pages : 272
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