The Writer’s Guidebook

Great writing has always been in style, and a major focus of this book is taking time-tested writing standards and applying them to the new situations communications professionals face today. Our contributing writers from McDonald's, The Economist, Time Warner Cable, The New York Public Library and Bhava Communictions bring us insights from a variety of backgrounds and fields of expertise, from brands to PR agencies to academia, each with his/her own unique and thoughtful perspective.



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Overview | Chapters | Featured Companies | Samples | Buy Now


Overview

Writing is the essential art and craft of public relations professionals. With the ability to
communicate well in writing comes success and career advancement. Without it, you risk losing
the trust and respect of your colleagues and clients. Your writing is the face of your professional
image.

We live in a time of 140-character messages and viral marketing, and communicators can share
information quicker and with more impact than ever before. But with our newfound connectivity
has come a desire for more creativity and a growth in expectations. Today’s PR campaign
incorporates a wide variety of written content, much of which is long-form content or brand
storytelling. Capitalizing on the new ways people create and consume content is the greatest
challenge in PR today.

Thankfully, writing is not an innate skill. It can be learned. In this second edition of PR News’
Writer’s Guidebook, the necessity of communicating well in writing is met with more than forty
articles detailing how best to write press releases, emails, speeches, biographies, backgrounders,
crisis communications and annual reports. Our contributors also grapple with the question
of how best to write for social media, as new platforms continue to shake the foundations that
time-tested messaging strategies were built on. And they explore how to get your content noticed
through search engine optimization.

Great writing has always been in style, and a major focus of this book is taking time-tested writing
standards and applying them to the new situations PR professionals face today. Our contributing
writers bring us insights from a variety of backgrounds and fields of expertise, from brands to PR
agencies to academia, each with his/her own unique and thoughtful perspective.

Chapters

  • Gracefully Written Press Releases Require Self-Editing and a Commitment to the Basics By Duncan Martell
  • Put the ‘News’ Back in News Releases and Secure Maximum Coverage By Heidi Barker
  • The Importance of Being Quotable: Tips for Crafting Effective Quotes for News Releases By Pauline A. Howes
  • Putting Muscle in Your Media Relations: Earning Media With PR Surveys By Mindy Gibson
  • How to Write Creative, SEO-Friendly Press Releases in the Digital Age By Katie Kern
  • Close Chapter
  • It’s Not What You Say, It’s How You Say It: Mastering the Art of Tone Over Email By CK Oliver
  • 9 Tips and Tricks for Writing Professional Emails Like a Boss By Prisca S. Ngodo
  • Crafting Emails That Win Business: How Personalization Aids the Journey By Sheri Johnson
  • 5 Ways to Make Your Email More Effective and Productive By Wilma Davidson
  • Getting Ahead Rather Than a Headache: Email Do’s and Don’ts By Malayna Evans Williams
  • Are You Making Any of These Mistakes While Writing Email? By Vandana Kakar
  • Close Chapter
  • How Your Speech Can Get Top Marks: What to Say and How to Present By Charles Barber
  • Just How Compelling Is Your Writing? Crafting the Perfect Speech or Presentation By Jay Hickman
  • How to Write Exceptionally Effective Speeches for Executives By Justin E. Pettigrew
  • Maintaining Attention Spans: 5 Tips for Engaging Your Webinar Audience By Scott Hunsberger
  • Trust Me: Strategies to Enhance the Credibility and Believability of Speakers By Kristen A. Foltz
  • How to Become Your Own Editor: Tips and Tricks for Effective Proofreading By Lynsey Burgess
  • Close Chapter
  • Think Like a Reporter to Get Your Audience to Stop Scrolling and Start Engaging Online By Kelly Mahoney
  • Creating Social Content That Aligns With Your Mission and Cultivates Brand Advocacy By Josh Delung
  • Messaging, InMails and Mentions: Using Social Media for Communication By Anita O’Malley
  • Using Analytics to Create Powerful Messaging on Social Media By Tim Lemberger
  • A Timely Twist to a Traditional Tactic: Making News Releases Work on Social By Melony Shemberger
  • Tips and Tricks for Writing Tweets That Get Shared by Your Community By Kimberly Lancaster
  • Improving Social Media Writing and Engagement Through Measurement Tactics By Stephanie Wight
  • 5 Keys to Writing a Complete and Compelling Profile on LinkedIn By Phil Nugent
  • Writing Creatively on Social Media: Know the Rules and Know How to Bend Them By Colette Murphy
  • Tips for Crafting Engaging Social Media Content, Even as Platforms Evolve By Caitlin Jeansonne
  • Close Chapter
  • The 7 Steps of SEO: A Guide to Creating Search Engine-Friendly Content By Kristen Heflin
  • Keywords and Link Building: Where You’ve Gone Wrong and How to Atone By Marek Biernacinski
  • 4 Best Practices to Organically Improve Search Across Digital Platforms By Amy La Sala
  • Developing and Sustaining an Online Presence with Search Enging Optimization By Olesya Venger
  • Close Chapter
  • Backgrounders and Biographies: Still Crucial After All These Years By Randy Savicky
  • Creating Effective Professional Bios With Personality, Passion and Purpose By Laura M. Pennino
  • Close Chapter
  • No Excuse for Bad Excuses: How Crisis Communications Can Make or Break You By Ann Andrews Morris
  • Attorneys as Allies: Balancing Stakeholder Needs With Legal Concerns During a Crisis By Deborah Hileman
  • How to Create Calm and Craft Your Message in the Wake of a Crisis By Tracy Zampaglione
  • Planning Is Everything: Why You Need to Write a Crisis Communications Plan By Andy Likes
  • Close Chapter
  • Why It’s Not One and Done: Repurposing an Annual Report for Content Marketing By Kristen J. Gough
  • How to Prepare and Disseminate an Informative and Persuasive Annual Report By Robert S. Fleming
  • Close Chapter
  • Who Are You? How to Use Storytelling to Convey Personality and Engage Customers By Anthony Surratt
  • What’s the Story? Thinking Like a Journalist to Score PR Success By Angela Montefinise
  • How to Tell a Good Story: 3 Essential Elements to Convincing Storytelling By Megan Guido
  • Use Storytelling Techniques to Engage Your Audience and Make Content Compelling By Larry M. Weiner
  • Creating a Powerful Voice: Establishing Your Brand as an Authentic Storyteller By Danielle Wiley
  • 5 Ways to Use What Children’s Books Teach Us About Brand Storytelling By Nicole Rodrigues
  • Begin With the Destination in Mind: 5 Steps for Writing a Communications Plan By Colleen Dermody
  • From Communicator to Storyteller: Follow the 4 Cs to Tell the Perfect Story By Regina Pappalardo
  • Close Chapter

Featured Companies

This guidebook features case studies and contributions from companies like:

The Writer’s Guidebook Featured Company
The Writer’s Guidebook Featured Company
The Writer’s Guidebook Featured Company
The Writer’s Guidebook Featured Company
The Writer’s Guidebook Featured Company
The Writer’s Guidebook Featured Company

Samples

Here’s a sample of some of the exclusive content in this guidebook:

The Writer’s Guidebook Sample Article

A sample article: Gracefully Written Press Releases Require Self-Editing and a Commitment to the Basics By Duncan Martell

The Writer’s Guidebook Sample Article

An excerpt from How to Write Exceptionally Effective Speeches for Executives By Justin E. Pettigrew

The Writer’s Guidebook Sample Article

An excerpt from 5 Keys to Writing a Complete And Compelling Profile on LinkedIn By Phil Nugent

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Writer's Guidebook


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