個案資料

Writing for Public Relations: A Practical Guide for Professionals is an eight-chapter book published by Business Expert Press in 2016 and written by Janet Mizrahi, a lecturer in the writing program at the University of California, Santa Barbara. The book provides an overview of key communications tools for public relations, both print and online. The author offers guidelines to creating tools, including emails, press releases, newsletters, and brochures. She explains what makes writing effective in different contexts, such as delivering positive and negative news, print versus online content, and tailoring messages to the intended audience. She explains how websites and social media fit into a company's communication strategy. She includes checklists, templates, and examples. In Chapter 3, Writing News Releases (12 pages), the author examines the purpose of a press release and a process for creating one. She outlines the most common types of releases, including publicity, product information, bad news, financial information, and feature story. She considers the concept of news value and the elements of newsworthiness in a release. She also provides a news release template with notes on each element, from headlines to boilerplate, and shares insight into what makes a release effective. She highlights unique characteristics of writing a features news release and concludes with tips on submitting a release to the media.

• Public relations
• Communication strategy
• Corporate communications
• Business writing
• Corporate strategy