Good public relations writing should be clear, concise, inspiring, informative, active and ethical. Employers expect highly competent professional writing from new and experienced employees, Public Relations Writing teaches readers to write quality and relevant content for all public relations tools.

Using this book Acknowledgments Public relations toolkitIntroductionContexts for Public RelationsResearch and Planning for Public RelationsPublic Relations Goals and ObjectivesDeveloping and Writing MessagesWriting and Placing a Media ReleaseWriting for Social Media and the WebInterpersonal CommunicationBeyond the Mass News MediaCommunication within OrganisationsGetting a Job DoneWriting a Public Relations Evaluation PlanA ReflectionGlossary References Index

The Australian perspective means lecturers don't have to supplement the book with additional material to support students.Practical focus - includes activities and practical tasks to help students develop their PR writing skills.The resources provided in the Toolkit are used in the activities and practice tasks as examples of the tools practitioners use to research and plan for public relations strategy and to write and implement tactics.New chapters: Chapter 1: Digital Features highlights the challenges and opportunities of contemporary journalism. Chapter 14: Investigative Journalism introduces students to investigative journalism and the benefits of being able to discover untold or hidden stories and information.Part C: Reviews is devoted to the diversity of writing reviews for an increasingly digital audience.

The Australian perspective means lecturers don't have to supplement the book with additional material to support students.Practical focus - includes activities and practical tasks to help students develop their PR writing skills.The resources provided in the Toolkit are used in the activities and practice tasks as examples of the tools practitioners use to research and plan for public relations strategy and to write and implement tactics.New chapters: Chapter 1: Digital Features highlights the challenges and opportunities of contemporary journalism. Chapter 14: Investigative Journalism introduces students to investigative journalism and the benefits of being able to discover untold or hidden stories and information.Part C: Reviews is devoted to the diversity of writing reviews for an increasingly digital audience.