Includes bibliographical references (p. 340-349) and index.

"Public relations writing: form and style combines the practical approach of a trade book with the fundamental principles and theories of public relations to provide students with the essential techniques and methods needed to write with understanding and purpose. The text guides students through a logical progression of PR writing, starting with an explanation of how this kind of writing is unique, and by exploring the legal and ethical obligations. The text introduces different styles and techniques behind writing principles. Freshly rearranged to better suit the progress of your course through the semester, the 10th edition features a "Writing for Social Media and Converged Traditional Media" section that emphasizes the important role of social media. The "Writing for Select Stakeholders/Publics" section covers the various public relations assignments that fill the agendas of writers, including email, memos, letters, proposals, reports, crafting messages for controlled content media, newsletters, magazines, brochures, speeches and other presentations."--Publisher's website.

Part I: PR writing: role & responsibility. Public Relations and the Writer ; The Global Public Relations Environment ; Persuasion. -- Part II: Preparing to write. Research for the Public Relations Writer ; The Public Relations Planning Process. -- Part III: Writing principles. Writing to Clarify and Simplify the Complex: Style and Content ; Grammar, Spelling and Punctuation. -- Part IV: Writing for social media and converged traditional media. PR's Role in Social Media: Monitoring and Participating ; Media Kits, Media Pitches, Backgrounders and Columns ; Writing for Traditional Media. -- Part V: Writing for select stakeholders/publics. Email, Memos, Letters, Proposals and Reports ; Designing Messages for Controlled Content Media ; Newsletters and Magazines ; Brochures ; Speeches, Presentations and Other Orally Delivered Messages. -- Part VI: Writing in turbulent times. Crisis Communication.