Angelo Zappalà | Akateeminen Kirjakauppa

With a concise approach that engages students and practitioners, this thoroughly updated fourth edition provides the fundamental knowledge and basic skill preparation required for the professional practice of public relations writing.

Building on the strengths of previous editions, this edition focuses more closely on PR writing as a strategic function and on planning and content strategy design. With practical advice from PR professionals, it covers everything from day-to-day business communications and media tools to writing for social media and crisis situations.

This fourth edition incorporates a number of changes and updates, including:



New chapters on Social Media and Writing for Key Publics and new content on the use of generative AI and its impact on PR writing
Expanded chapters on Writing for Digital Communications and on Publications, Presentations and Speeches
New guest columns from PR professionals on topics including writing and pitching the media, inclusive writing, speech writing and measuring writing/content impact.
New cases and assignments based on topics, issues and problems that public relations professionals face today.

The text is suitable for undergraduate and graduate students in a public relations writing course preparing for entry-level public relations and communications roles, as well as a useful reference for early-career practitioners.

Online resources also accompany the book: teaching materials, test banks, and reference sources. Please visit www.routledge.com/9780367860028.