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 8, Social Media Marketing (15 pages), the author explains the importance of social media to a company's communications. She looks at the three targets of social media: customers and clients, employees, and the media, and recommends how to interact with each. She recommends creating guidelines for using social media. She describes blogs and microblogs, and considers criteria for effective content. She explains Twitter and Facebook and offers characteristics for microblog content. She provides tips for managing comments on Facebook. She also outlines how to write a news release that targets bloggers and online journalists, suggests the elements to include in the release, and provides a sample.

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