John Foster has a background in journalism and has held senior public relations posts with Pira International and the Institute of Practitioners in Advertising. A Fellow of the Chartered Institute of Public Relations, he was awarded the Institute's Stephen Tallents Medal in 2003 for his "contribution and commitment to the effective use of the written word."

Advises on how to write clear, appropriate and engaging copy, tailoring the approach to different mediums and audiences

About the author
Foreword
Acknowledgements

Introduction

1. The importance of style: an overview Style on the move
Appreciating style
Your organization's style
Keep it consistent
Points to watch
Good style is good manners

2. Trouble with plurals and possessives Plural matters
Apostrophe problems

3. Making your mark Basic punctuation
When you are quoting...

4. Down with capitalism! Consistency is the essence
Why lower case, upper case?
When to use capitals
Where difficulties occur
The trend is to knock it down

5. Clichés, jargon and other worn words Recognizing clichés
Jargon: help or hindrance
Catchphrases quickly become stale...
...So can metaphors and similes
Make room for the idiom
Beware of slang

6. Is it easy to read? Edit with the reader in mind
Aim for short sentences
Guidelines on paraghraphing
Line width and type size
Crossheads and subheads
Line and letter spacing
Where to break
Choice of typeface
Printing considerations
Justified or ragged right?
Putting on the stress
Choosing and using your designer
Now it's proof marking time...

7. Headlines: making them work Use present tense, active verbs
Questions and humor
Avoid "label" headings
Headings in sales leaflets and brochures
Style and presentation
Subheadings
Slogans for brand recall
Elements of corporate identity
Headlines for websites

8. Dealing with figures and abbreviations Figuring out the numbers
Abbreviations: the long and the short

9. Keep it short, simple - and plain Aim for brevity
Plain words
Local government communication
Watch out for taugtology
Look for active verbs; avoid contractions
Avoid foreign words or phrases - and Latin
Loan words needing care
Double negatives
Beware "myths"
Tips for writing tight
There is still much to do...

10. Social media: the X-factor for PREssential tools for journalists and brands
Easy set-up for your Twitter account
Facebook - the PR marketing platform
Designing and writing blogs
Content is key
Edit as you write
Footnotes

11. Writing for the media News releases: basic requirements
Commissioned articles

12. Captions: how to handle them Photo captions with releases
Captions in publications

13. Why editing matters The clue to good copy
News stories
Feature articles
Radio and TV broadcasts
On-screen editing
Technical editing
Edit yourself

14. Skills and styles for the office Suggested style for correspondence
Style for emails
Have clear, clean layout
Writing a précis
Writing reports and minutes
Forms of address
Invitations to functions
Replies to invitations
Acknowledging correspondence
Setting out documents
Writing a CV
Language for the telephone

15. Traps, snares and pitfalls Spelling points
Be careful with foreign words
Use your dictionary
-ise or -ize verb endings?
One word or two?
Puzzles and posers
Lookalikes need care
Chestnut time
They're not right, they're not wrong
Vogue words and phrases
Getting in the mood
Genteelisms
Keep clear of slang
Keep mission statements short and simple
Top 10 tips for writers

16. Americanisms - the differences Essential differences
Understanding the media differences

17. The spoken word: pronunciation pointers Received Pronunciation
Get the words right too

18. Principles of presentation First steps for speakers
Getting ready for the speech
When you're on stage
Points for organizers

19. Writing for the web Effective PR needs internet presence
Website content and design - the essentials
What makes a good website
An IT specialist observes...
Getting the most out of emails
Ezines for easy newsletters

20. Tone - the linchpin of reputation Basic principles of tone in writing
Towards a better tone

21. Now its annual report time Prime PR opportunity
Essential aspects
What makes a good annual report?
The annual report - vital communications link
Investor relations in a digital age

22. Is it legal? What is libel?
Copyright and moral rights
Applying for an injunction
Getting permission
Data protection
Dealing with trade marks
Competitions and promotions
Self-regulatory codes of practice
Don't forget the imprint
Further information

Appendix 1: Confusing pair of words
Appendix 2: Glossary and jargon buster
Appendix 3: When you're lost for words
Further reading
Index