'Writing clearly, fluently and with meaning is surely PR's most basic essential...' Tracy Jones, National President, PRIA (Public Relations Institute of Australia). Clear, precise, active and ethical writing that conveys a message is an essential and employable skill that all Public Relations students need to develop. Public Relations Writing in Australia illustrates how practice is based in communication theory while encouraging students to regard themselves as beginning practitioners who need to understand the social, economic, political and multicultural contexts in which they work. An understanding of why different writing approaches are needed for specific public relations tactics, as well as the practical aspects of writing for each are presented within an Australian context.

Table of Contents

ContentsUsing this bookPublic Relations Toolkit1. Introduction2. Contexts for Public Relations3. Research and Planning for Public Relations4. Public Relations Goals and Objectives5. Developing and Writing Messages6. Writing and Placing Media Release7. Words, Words and More Words8. Interpersonal Communication9. Beyond the Mass Media10. Communications within Organisations11. Production12. EvaluationGlossaryReferencesIndex