Includes index.

Chapter1. The news release: making your story worthy -- Chapter2. the pitch letter: keeping your story out of the circular file -- Chapter3. The biography and backgrounder: bringing your subject to life -- Chapter4. Speech writing: from your pen to their lips -- Chapter5. Writing for broadcast: communicating in pictures and sound -- Chapter6. Special events: the art of getting noticed -- Chapter7. Business writing: expanding your readership -- Chapter8. Publications: the editorial stage -- Chapter9. Responsive writing: setting the record straight -- Chapter10. Program writing: setting your concept to their clients .

This book offers a simple, step-by-step approach to creating a wide range of writing, from basic news releases, pitch letters, biographies, and media alerts, to more complex and sophisticated speeches, media campaign proposals, crisis responses, and in-house publications. In addition, the thoroughly expanded and updated second edition shows how to keep up with the best practices of the public relations profession .