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Public Relations Writing

Public Relations Writing
Essential Tools for Effective Storytelling

September 2024 | 312 pages | SAGE Publications, Inc
Public Relations Writing: Essential Skills for Effective Storytelling is a step-by-step "how-to" guide that helps students develop and hone the skills they need to become strong writers and versatile storytellers within the Public Relations field. Author Valerie Fields uses a practical approach, providing students with tips and checklists for producing high-quality content. Sample templates, writing exercises, and case studies in each chapter give students the opportunity to analyze and craft strategic messages for specific audiences. With a focus on storytelling, social media, and socially-conscious content, this text helps students understand the power of words within the larger context of our ever-changing media landscape.

1 Introduction to Public Relations Writing
2 Public Relations Industry Standards and Ethics
3 The Relevance of Associated Press (AP) Style
4 Creating Newsworthy Content that Gets Coverage
5 PR Documents Created for the Media
6 Proactively Pitching and Attracting Media Coverage
7 Websites, Online, Social Media Content, and AI
8 Writing Socially-Conscious Content
9 The Story Behind the Image
10 Internal Communication Tools
11 External Communication Tools
12 Writing to Secure PR Opportunities
13 Promotional Writing
14 Writing for Action and Change
15 Creative Content
16 Branding
17 Persuasion and Writing for the Masses
18 Writing to an Individual


Instructor Resource Site
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LMS cartridge included with this title for use in Blackboard, Canvas, Brightspace by Desire2Learn (D2L), and Moodle

The LMS cartridge makes it easy to import this title’s instructor resources into your learning management system (LMS). These resources include:
  • Test banks
  • Editable chapter-specific PowerPoint® slides
  • Sample course syllabi
  • Lecture notes
  • All tables and figures from the textbook
Don't use an LMS platform?

You can still access the online resources for this title via the password-protected Instructor Resource Site.

The Fields book is a fresh, realistic approach to PR writing, which is contextually sound and pragmatic in its methodology. It is contemporary, with emphasis on essential core concepts that will not quickly lose relevance. The intent of this textbook is to educate and train future practitioners in PR writing to a diverse and ever-changing culture.

Ron Sparks
Missouri Baptist University

The PR writing textbook we've all said we've wanted for years.

Heather Paige Preston
Appalachian State University

I found this textbook to be the best one I have seen in explaining the many different types of writing a PR professional may be asked to do. It is excellent preparation for a PR career and I think a PR professional would do well to keep it on his/her desk.

Robin Street
University of Mississippi
Key features
  • A focus on foundational PR writing skill building through practical writing exercises to prep students for the workplace.
  • Chapter on AP Style to highlight its importance as the backbone of PR writing.
  • Chapter on Writing Socially-Conscious Content with emphasis on DEI.
  • PR Tool Kits identify the rationale and key audiences for which a specific document is created and delivered to.
  • Tips for Beginners provide students with practical tips or address common mistakes or misunderstandings in PR writing for those new to the industry.
  • PR Planning Checklists introduce bulleted lists of necessary research, tasks, or to-do items in preparation for completing a writing project.

Sage College Publishing

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