REVEL™ for Public Relations Writing and Media Techniques helps students master the many techniques needed to reach a variety of audiences in today’s digital age. Authors Dennis Wilcox and Bryan Reber incorporate real-world examples of award-winning work by PR professionals throughout the text to engage today's students. Comprehensive and up-to-date, REVEL for Public Relations Writing and Media Techniques emphasizes the nuts and bolts of writing, producing, and distributing public relations materials through traditional and social media.
REVEL is Pearson’s newest way of delivering our respected content. Fully digital and highly engaging, REVEL offers an immersive learning experience designed for the way today's students read, think, and learn. Enlivening course content with media interactives and assessments, REVEL empowers educators to increase engagement with the course, and to better connect with students.
NOTE: REVEL is a fully digital delivery of Pearson content. This ISBN is for the standalone REVEL access card. In addition to this access card, you will need a course invite link, provided by your instructor, to register for and use REVEL.
Dr. Wilcox is professor emeritus of public relations at San Jose State University and former director of the School of Journalism & Mass Communications. He is also the lead author of two other popular textbooks, Public Relations Strategies and Tactics and THINK Public Relations.
He is an accredited (APR) member of the Public Relations Society of America (PRSA) and is also in the organization’s College of Fellows, recognizing his lifelong contributions to the profession. Wilcox is a former chair of the PRSA Educator’s Academy and the public relations division of the Association for Education in Journalism & Mass Communications (AEJMC). Among his many awards is PRSA’s “Educator of the Year,” the Xifra-Heras Award from the University of Girona (Spain), an award of excellence from the Public Relations Society of India, and an honorary doctorate from the University of Bucharest for his many contributions to global public relations education and to advancing the profession.
Wilcox is currently active in the International Public Relations Association (IPRA) and is a member of the Arthur W. Page Society, an organization of senior public relations executives. He now travels extensively as a speaker and consultant in Europe, South America, and Asia. His philosophy, to quote St. Augustine, is “The world is a book, and those who do not travel read only a page.”
Dr. Reber is C. Richard Yarbrough Professor in Crisis Communication Leadership at the University of Georgia, Grady College of Journalism and Mass Communication. He teaches introduction to public relations, management, crisis communication, and writing. On the graduate level, Reber teaches management, persuasion, campaign research, and public opinion.
Reber’s research focuses on public relations theory, practice, pedagogy, and crisis and health communication and has been published in the Journal of Public Relations Research, Journalism and Mass Communication Quarterly, Journal of Health Communication, Public Relations Review, and Journal of Broadcasting and Electronic Media, among others.
Reber regularly presents his research at national and international academic conferences. He is the coauthor of Gaining Influence in Public Relations, Public Relations: Strategies and Tactics, Eleventh Edition, and THINK Public Relation s. Reber serves on the board of the Plank Center for Leadership in Public Relations and is a member of the Arthur W. Page Society. He worked for 15 years in public relations at Bethel College, Kansas.
Table of Contents
1. Getting Organized for Writing
2. Becoming a Persuasive Writer
3. Finding and Making News
4. Working with Journalists and Bloggers
5. Writing the News Release
6. Preparing Fact Sheets, Advisories, Media Kits, and Pitches
7. Creating Feature Content and Op-Eds
8. Publicity Photos and Infographics
9. Radio, Television, and Online Video
10. Websites, Blogs, and Podcasts
11. Social Media and Mobile Apps
12. Intranets, Newsletters, and Brochures
13. Writing Email, Memos, and Proposals
14. Giving Speeches and Presentations
15. Organizing Meetings and Events
16. Using Direct Mail and Advertising
17. Working Within a Legal Framework
18. Planning Programs and Campaigns
19. Measuring Success