Strategic Writing

Multimedia Writing for Public Relations, Advertising and More
4. New Auflage 2017
ISBN: 978-1-138-03710-6
Verlag: Taylor & Francis Ltd

Buch, Englisch, 348 Seiten, Format (B × H): 178 mm x 254 mm, Gewicht: 953 g

In its fourth edition, Strategic Writing emphasizes the goal-oriented mission of high-quality public relations and mediawriting with clear, concise instructions for more than 40 types of documents. This multidisciplinary text covers writing for public relations, advertising, sales and marketing, and business communication.In addition, it includes concise chapters on topics such as diversity, ethics and the legal aspects of strategic writing.Featuring a spiral binding,examples for each documentand a user-friendly "recipe" approach, Strategic Writing is ideal for undergraduate PR or advertising writing classes that take an interdisciplinary approach. This new edition devotes new attention throughout to social media and writing in the digital realm, and features new and updated online resources for students and instructors.

Autoren/Hrsg.

Marsh, Charles

Guth, David W.

Short, Bonnie

Short, Bonnie Poovey

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Public Relations
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Werbung
• Geisteswissenschaften Sprachwissenschaft Schreiben und Publizieren, Kreatives Schreiben
• Wirtschaftswissenschaften Betriebswirtschaft Unternehmenskommunikation

Inhaltsverzeichnis

Introduction: How This Book Works

SECTION 1 Strategic Writing
1A: Introduction
1B: The Importance of Good Writing
1C: Research, Planning and the Writing Process
1D: Writing for the Web
1E: Writing for Social Media
1F: Broadcast/Podcast Writing
1G: Strategic Design
1H: Integrated Marketing Communications
1I: Ethics and Strategic Writing
1J: Diversity and Strategic Writing
1K: Persuasion and Strategic Writing
1L: The Law and Strategic Writing
1M: Jobs in Strategic Writing

SECTION 2 Strategic Writing in Public Relations
2A: Introduction
2B: Social Media in Public Relations
2C: Microblogs and Status Updates
2D: Blogs
2E: Podcasts
2F: Websites
2G: News Release Guidelines
2H: Announcement News Releases
2I: Feature News Releases
2J: Hybrid News Releases
2K: Social Media News Releases
2L: Media Advisories
2M: Pitches
2N: Video News Releases & Storytelling
2O: Digital Newsrooms and Media Kits
2P: Backgrounders
2Q: Fact Sheets
2R: Photo Opportunity Advisories
2S: Newsletter and Magazine Stories
2T: Annual Reports
2U: Speeches

SECTION 3 Strategic Writing in Advertising
3A: Introduction
3B: Social Media in Advertising
3C: Strategic Message Planners
3D: Print Advertisements
3E: Radio Advertisements
3F: Television Advertisements
3G: Web and Mobile Advertisements
3H: Radio and TV Promotions
3I: Radio and TV Public Service Announcements

SECTION 4 Strategic Writing in Sales and Marketing
4A: Introduction
4B: Social Media in Sales and Marketing
4C: Content Marketing
4D: Proposals and Marketing Communication Plans
4E: Mobile Messages
4F: Sales Letters and E-Blasts
4G: Fundraising Letters and E-Blasts
4H: Brochures

SECTION 5 Strategic Writing in Business Communication
5A: Introduction
5B: Social Media in Business Communication
5C: Business Correspondence
5D: Good-News Correspondence
5E: Bad-News Correspondence
5F: Request Correspondence
5G: Job-Request Correspondence
5H: Résumés
5I: Memoranda
5J: Business Reports

Appendixes
A: A Concise Guide to Punctuation
B: A Concise Guide to Grammar
C: A Concise Guide to Style
D: Tips for Oral Presentations

Index

Über Autor(innen)

Charles Marsh is the Oscar Stauffer Professor of Journalism and Mass Communications at the University of Kansas. His primary areas of research involve public relations, ethics and classical rhetoric.

David W. Guth is associate professor at the William Allen White School of Journalism and Mass Communications, University of Kansas. His areas of special research interest are crisis communication, political communication and public relations history.

Bonnie Poovey Short was founder of Short Solutions, an award-winning editorial and creative services firm that specialized in the health care field. Though now retired, she also taught at the university-level and served as communications coordinator for a school district.