Theoretical influences on public relations writing -- Sending the message : writing for style, flow, and credibility -- Ethical influences on public relations writing -- Cultural influences on public relations writing -- Research influences on public relations writing -- Legal influences on public relations writing -- Design influences on public relations writing -- From principles to planning to practice : business writing, fact sheets, and bios -- Out of your control ... or is it? : newswriting for the press -- Under your control : features and newsletters -- Let's hear it : writing for broadcast, scripts, and speeches -- When the news isn't good : crisis messages -- multipurpose medium : writing for the Web -- Persuasion for mass action : advocacy campaigns, Op-Eds, and PSAs -- Persuasion for individual action : direct mail, brochures, and proposals -- High-profile projects : annual reports, events, and exhibitions -- value of editing -- Public Relations Society of America (PRSA) code of ethics -- Research methods for public relations writing -- Production issues -- Grammar and style.