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Synopsis Public Relations Writing: Principles in Practice is a comprehensive text that guides its readers from the most basics foundations of public relations writing - research, planning, ethics, organizational culture, law, and design - through to the production of actual, effective public relations materials. The Second Edition focuses on identifying and writing public relations messages and examines how public relations messages differ from other messages. It begins with an overview of the principles of basic strategic communication decision-making, followed by chapters that apply these strategies and practices of writing public relations messages for multiple audiences. The book also discusses the importance of language and its application that leads to elegant, finely-tuned, and effective messages. New to Second Edition: Covers foundational theory at the beginning of the text with references and applications woven throughout the book; Includes chapters devoted exclusively to writing for the Web, delivering crisis messages, and broadcast and speech writing; Provides more examples from the corporate, government, sports, entertainment, education and nonprofit sectors; Includes multiple samples from the same organizations to demonstrate a common public relations message across writing genres; Demonstrates how clients operate in the real world rather than in a fictitious location; Includes new and revised exercises. Public Relations Writing is ideal for undergraduate and graduate courses in Public relations writing, media writing, and media relations. An Instructor’s Resource Manual is available on CD to qualified adopters. These resources include ideas for adapting the text for use with real-world clients, additional full-text examples, PowerPoint presentations, and ideas for course and student assessment.