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Copyright
About the Author
Acknowledgements
Introduction
Good Writing
Reading, Resourcefulness and Curiosity
Associated Press Style
The Writing Process
PR Pro Advice: Hinda Mitchell, CEO, Inspire PR Group
References
Do the Research
Understand Your Brand
Identify Audiences
How the Pros Do It: Sonoma County Responds to Shifting Traveler Priorities
Target Specific Objectives
How the Pros Do It: Overcoming Apathy to Register New Organ Donors
PR Pro Advice: Marty McDonald, President, Fahlgren Mortine
How the Pros Do It: University of Pittsburgh Forges Ahead
PR Pro Advice: Gayle Saunders, Founder & CEO, The Saunders PR Group
How the Pros Do It: Travel Nevada Gives Post-COVID Tourists a Transformative Experience
Know Your Message
Create Compelling Information
How the Pros Do It: Encouraging Millennial Moms to Learn the Signs and Act Early
Stay True to Your Brand
Choose Channels With a Purpose
How the Pros Do It: Tapping Into TikTok to Target Young Teachers
PR Pro Advice: Heather Whaling, Founder & CEO, Geben Communication
Formatting for Online Reading
Blogging: Topic & Voice
Quality Content Ingredients
How the Pros Do It: Breakfast with Nick Unpacks 11 Ways to Cook an Egg
PR Pro Advice: Nick Dekker, Blogger, Breakfast with Nick
Writing for SEO
Leveling Up Links
Working with AI
PR Pro Advice: Sally Kuzemchak, Real Mom Nutrition
Writing Business Emails
PR Pro Advice: Hinal Pujara, Account Coordinator, Belle Communication
Newsletter Writing
PR Pro Advice: Steve Michalovich, Digital Planning, Nationwide Insurance
How the Pros Do It: Miracle-Gro Strategy Changes the Social Conversation
How the Pros Do It: Jeni's Generates Buzz About Upcoming Collab
PR Pro Advice, Rachel Gaylord, Senior Account Executive, Belle Communication
PR Pro Advice: Nathan Okuley, Digital Strategist
Content Marketing
How the Pros Do It: Retailer Jumps on Holiday Hashtags to Increase Engagement
Content Calendars
Understand the Media World
Know News Values
How the Pros Do It: Ohio For Responsible Gambling
Find Newsworthy Story Ideas
Be a Gatekeeper
How the Pros Do It: Summer Safety Blog Post Piggybacks on Current News
How the Pros Do It: Making "Into the Deep" Into National News
PR Pro Advice: Missy Gleason, Managing Editor, OhioHealth Newsroom
How the Pros Do It: Targeted Messages Show Where Grinnell College Shines
Role of Video Messaging in PR
How the Pros Do It: Gonzaga Experience “Unfolds” Leading Up to March Madness
PR Pro Advice: Mark Love, Video Director, Ologie
Areas of Caution
How the Pros Do It: Eggs Across America
How the Pros Do It: Reducing Distracted Driving
Practical Details Matter
How the Pros Do It: Changes to Visual Packaging Drive Sales
Photography Tips
Telling Stories with Infographics
PR Pro Advice: Allie Lehman, Founder, The Wonder Jam
Chapter 11: Ads and Fliers
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Write Like a PR Pro Copyright © 2023 by Mary Sterenberg is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License, except where otherwise noted.