Public Relations Writing

Third Edition

James Mahoney

Public Relations Writing

Third Edition

James Mahoney






1 Nov 2017




$89.95 AUD

$102.99 NZD

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Public relations writing for professional practice

Good public relations writing should be clear, concise, inspiring, informative, active and ethical. Employers expect highly competent professional writing from new and experienced employees, Public Relations Writing teaches readers to write quality and relevant content for all public relations tools.

The third edition demonstrates why different writing approaches are necessary for specific public relations tools and the practical aspects of writing for them. It includes advice to help plan, write and implement communication pathways and public relations tools.

New to this Edition:

  • New and updated activities, practice points and practice tasks to provide readers with effective writing skills.
  • New and updated tip sheets to teach readers to write for different public relations tools:
    • Working with news media
    • Writing a video script
    • Media release checklist
    • How theories can inform practice
    • Matching theory to pathways and public relations tools
    • Social media usage
    • Writing for social media and the web


Using this book
Public relations toolkit

  1. Introduction
  2. Contexts for Public Relations
  3. Research and Planning for Public Relations
  4. Public Relations Goals and Objectives
  5. Developing and Writing Messages
  6. Writing and Placing a Media Release
  7. Writing for Social Media and the Web
  8. Interpersonal Communication
  9. Beyond the Mass News Media
  10. Communication within Organisations
  11. Getting a Job Done
  12. Writing a Public Relations Evaluation Plan

A Reflection



James Mahoney – former Head, Communication Discipline, Faculty of Arts and Design, University of Canberra.

Student Resources

Oxford Ascend resources can also be used by students to test their knowledge, practice and discover more material. Each copy of the paperback comes with Oxford Ascend student resources.

Resources include:

  • A digital copy of the Public Relations Toolkit which shows readers how to develop strategic objectives, plan events, write a media releases and prepare a speech.
  • Interactive multiple-choice questions to assess and extend understanding of key topics across public relations.
  • Additional case studies provide real-life situations to help readers create a practical plan for using a range of public relations tools.
  • Additional tool sheets to further outline the different writing styles used across different public relations tools.

Once the book has published, you can access your Public Relations Writing Oxford Ascend Student Resources:

  1. Go to
  2. Register for an account
  3. Activate the code (printed inside the back cover of your textbook) within your account

This code can only be activated once. Once activated, access is valid for the life of the edition.

Lecturer Resources

The following resources will be provided to lecturers who prescribe Public Relations Writing, third edition, for their course:

  • Case Studies
  • Multiple-Choice Questions with answers
  • Group Discussion Questions
  • Public Relations Toolkit

For more information about these resources, please contact your Learning Resource Consultant.