ABSTRACT
In addition to communicating messages through the news media, public relations writers also use a growing array of organizational media, much of it associated with news technologies. This chapter begins with an inventory of the many facets of public relations, including internal relations, financial relations, fundraising and development, community relations, crisis communication, public among publics, markets, and audiences. It introduces the planning sheet, designed to help writers be effective by focusing on the people for whom they are writing: who they are, how they relate to the organization, what they want and need to know, and how the organization wants them to react to the information provided. The chapter offers a primer on print and online newsletters, flyers and brochures, provides tips for online writing, and concludes with a look at the evolving technologies of communication as applied to public relations.
