Success for many businesses and organizations depends on getting the word out - announcing new products or services, generating confident images in the media, or responding to public concerns. And at the core of any effective communication, regardless of the industry or situation, is good writing.The Public Relations Writer's Handbook offers step-by-step advice on the wide range of writing required by the public relations field. Using examples from actual successful public relations campaigns and from hypothetical clients, Merry Aronson and Don Spetner guide the reader through the ins and outs of attracting television and radio coverage, launching new products to the press, responding to unfavorable media coverage, writing speeches for the boss, assuring well-attended special events, creating comprehensive press kits, and managing other public relations projects.Drawing on their combined thirty years of professional experience, the authors emphasize a journalistic approach to public relations writing. The book demonstrates how to shape clear, concise, accurate, and credible copy and how to speak the language of the media. Novices will rely on the book's clear instructions, and experienced writers will consult the models to sharpen their writing skills or learn the latest techniques. No PR writer should be without it. Read Less