Public Relations Writing: Essential Skills for Effective Storytelling is a step-by-step "how-to" guide that helps learners develop and hone the skills they need to become strong writers and versatile storytellers within the Public Relations field. Author Valerie Fields uses a practical approach, providing readers with tips and checklists for producing high-quality content. Sample templates, writing exercises, and case studies in each chapter offer the opportunity to analyze and craft strategic messages for specific audiences. With a focus on storytelling, social media, and socially-conscious content, this text helps learners understand the power of words within the larger context of our ever-changing media landscape.
Recenzijos
The Fields book is a fresh, realistic approach to PR writing, which is contextually sound and pragmatic in its methodology. It is contemporary, with emphasis on essential core concepts that will not quickly lose relevance. The intent of this textbook is to educate and train future practitioners in PR writing to a diverse and ever-changing culture. -- Ron Sparks The PR writing textbook weve all said weve wanted for years. -- Heather Paige Preston I found this textbook to be the best one I have seen in explaining the many different types of writing a PR professional may be asked to do. It is excellent preparation for a PR career and I think a PR professional would do well to keep it on his/her desk. -- Robin Street
1 Introduction to Public Relations Writing
2 Public Relations Industry Standards and Ethics
3 The Relevance of Associated Press (AP) Style
4 Creating Newsworthy Content that Gets Coverage
5 PR Documents Created for the Media
6 Proactively Pitching and Attracting Media Coverage
7 Websites, Online, Social Media Content, and AI
8 Writing Socially-Conscious Content
9 The Story Behind the Image
10 Internal Communication Tools
11 External Communication Tools
12 Writing to Secure PR Opportunities
13 Promotional Writing
14 Writing for Action and Change
15 Creative Content
16 Branding
17 Persuasion and Writing for the Masses
18 Writing to an Individual
Valerie "VK" Fields has taught at University of North Carolina at Chapel Hill since 2007, regularly teaching courses in public relations writing, crisis communication, and strategic writing. She has worked in PR for some of the worlds most well-known organizations including Walt Disney World Resort, McDonalds Corporation Regional Headquarters and the Ronald McDonald Childrens Charities of North Carolina.
Fields is the founder and chief executive of PR Pros, LLC, an award-winning public relations and content creation agency in Raleigh, North Carolina. In 2018, she received the Michael L. Herman "Excellence in Mentoring" award from the North Carolina Public Relations Society of America and in 2019 became a certified crisis communication specialist by the national Public Relations Society of America (PRSA) industry group. In 2023, Fields was honored with the Power 100 Award as one of the top 100 most influential business leaders in North Carolina, presented by Black Business Ink.
