“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 (color, 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, Ph.D., Valparaiso University
Public Relations Writing: Principles in Practice is a comprehensive core text that guides 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. The Second Edition focuses on identifying and writing public relations messages and examines how public relations messages differ from other messages.
Public Relations Writing begins with an overview of the principles of basic strategic communication decision-making, followed by chapters that apply these strategies and practices of writing public relations messages for multiple audiences. Authors Donald Treadwell and Jill B. Treadwell examine the macro-level understanding of societal factors that affect the relationships between organization and audience and the micro-level understanding of language and its applications that leads to elegant, finely-tuned, effective 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
Public Relations Writing 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.
Chapter 5: Research Influences on Public Relations Writing
Research Influences on Public Relations Writing
What Is Research?
Research thinking is the ability to formulate useful questions and to answer them with confidence toward the goal of improving an organization's relationships with its publics.
Whether or not you realized it at the time, you have been doing informal research for many years. When you decided to go to college or university, you initially identified a “universe” of possible institutions. You then ruled out a number of them based on cost, location, majors, and ...