This text package includes the most thorough combination of background materials and writing exercises for a public relations writing course. Public Relations Writing emphasizes the integration of macro-level strategic thinking and micro-level understanding of organizational culture, audiences, media use, and the writing strategies and tools needed to produce effective public relations materials. This comprehensive text begins with a discussion of the principles of research, planning, ethics, organizational culture, law, and design the foundations that underlie all public relations writing. Specific writing approaches are then presented. Topics include news and features, writing for print and broadcast, persuasive communications, newsletters and employee communication, annual reports, brochures, direct mail, and the Internet. Other relevant coverage includes a chapter on global communication (including writing for the World Wide Web) and a capstone events chapter that details event planning and writing for exhibits, speeches and collateral materials. The accompanying workbook provides four unique clients for students to apply the concepts in the text to real-life client requirements.