Four major sections provide a comprehensive overview of the entire field: (l) The Basics of Public Relations Writing, (2) Writing for the Mass Media, (3) Writing for Other Media, and (4) Planning Programs and Campaigns. Imparts extensive how-to detail on preparing communications in Part 2, “Writing for the Mass Media”, including news releases, video news releases, facts sheets, media advisories, media kits, news features, op eds, publicity photos, radio news items, and pitches. PR Casebook boxes highlight actual materials from award-winning campaigns, showing students how public relations firms and organisations use various publicity techniques, newsletters, brochures and interactive media to disseminate key messages. Tips for Success boxes offer students and current practitioners checklists on how to write various materials and conduct basic media relations techniques. Such checklists provide step-by-step directions and help readers grasp basic concepts that are discussed and elaborated upon in the chapter. Skill Building Activities help students apply what they have learned to practical, hands-on assignments. Abundant examples of media writing throughout the text provide excellent models against which students can fashion their own work.