Public Relations Worktext is a writing and planning resource for public relations students and practitioners.

This textbook gives students both the fundamental knowledge and the basic writing preparation required to begin careers as public relations writers. For public relations courses.

Public Relations Worktext is a writing and planning resource for public relations students and practitioners.

A writing and planning resource that is suitable for public relations students and practitioners

Why just read about creating a PR campaign when you can actually create a campaign yourself as you learn? By combining coverage of fundamental PR campaign concepts with the classic design of a workbook, The PR Campaigns Worktext by Maria Elles Scott walks students through building their own PR campaigns. Unlike other campaigns texts, this worktext presents concepts, applications, and examples in campaign building; Scott then ask students to complete worksheets with focused tasks so students have all the tools and direction to create and customize their specific campaign. This approach helps students think about their client’s needs, and guides students through building the campaign part by part. In combining the readings with prompts to complete worksheets, this book will serve as a student’s trusted resource as they take their first steps into the world of PR.

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.

Aimed at students of public relations, this second edition provides practical writing instruction for those preparing to enter the public relations profession. It uses a process approach to address a variety of writing formats and circumstances.