Chapter One: Introduction to Public Relations Writing
Chapter Two: The Role of Rhetoric in Communication
Chapter Three: The Importance of Editing and Proofreading
Chapter Four: What Difference Does it Make How it Looks?
Chapter Five: Writing for Print, Broadcast, and the Web
Chapter Six: Creating Persuasive Messages
Chapter Seven: The Basics of Public Relations Research
Chapter Eight: Archival Research and Technology
Chapter Nine: Speeches and Professional Presentations
Chapter Ten: Dialogic Communication: An ethical and moral approach to Public Relations
Chapter Eleven: Writing for international and intercultural audiences
Chapter Twelve: Important public relations software
Chapter Thirteen: Ethics and regulatory issues
Michael L.Kent is an Associate Professor of Public Relations at the University of Oklahoma's Gaylord College. Dr. Kent has been teaching for more than 20 years and has taught more than 35 different courses, including Introduction to Public Relations, Public Relations Writing, Cases, Campaigns, and Management, Public Speaking and Advanced Public speaking, Persuasion, Media and Mass Culture, and others. He conducts research on New Technology, Mediated Communication, Dialogue, International Communication, and Web Communication, and also consults on research methods, message design, mediated communication, journalism, and public relations.