This textbook gives students both the fundamental knowledge and the basic writing preparation required to begin careers as public relations writers. While the book is targeted to college students, it also provides valuable professional guidance to those performing public relations tasks with little or no training. Starting with an introduction to public relations and writing, authors Joseph Zappala and Ann Carden then introduce the four-step public relations process. Next, they provide in-depth information on the various writing formats used in implementing strategic public relations plans, from memos, proposals, and news releases to brochures and special events. They complete the public relations process with a comprehensive look at evaluation. Retaining the approach of the first edition, this text incorporates numerous changes and updates, making it suitable for use as a primary course text. Updates include: expanded text sections with detailed content on research, planning, ethical and legal considerations, and crisis communications; a focus on writing for the Web and electronic media, including an entire chapter on online writing and communication; current examples and reprints