Includes index.

1. Public Relations and the Writer -- 2. Ethical and Legal Responsibilities of the PR Writer -- 3. Persuasion -- 4. Research for the Public Relations Writer ; -- 5. The Public Relations Planning Process -- 6. Writing to Clarify and Simplify the Complex: Style and Content -- 7. Grammar, Spelling and Punctuation -- 8. PR's Role in Social Media: Monitoring and Participating -- 9. Media Kits, Media Pitches, Backgrounders and Columns -- 10. Writing for Traditional Media -- 11. Email, Memos, Letters, Proposals and Reports -- 12. Crafting Messages for Controlled Media -- 13. Newsletters -- 14. Magazines and Brochures -- 15. Speeches, Presentations and Other Orally Delivered Messages -- 16. Crisis Communication.

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.