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Strategic Writing : Multimedia Writing for Public Relations, Advertising and More

Author: Charles Marsh; David W Guth; Bonnie Poovey Short
Publisher: London : Taylor and Francis, 2017.
Edition/Format:   eBook : Document : English : Fourth editionView all editions and formats
Summary:
"In its fourth edition, Strategic Writing emphasizes the goal-oriented mission of high-quality media and public relations writing 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. Featuring a spiral binding, numerous examples, and a user-friendly "recipe" approach,  Read more...
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Genre/Form: Electronic books
Problems and exercises
Problems, exercises, etc
Additional Physical Format: Print version:
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Charles Marsh; David W Guth; Bonnie Poovey Short
ISBN: 9781315178035 1315178036 9781351712187 1351712187 9781351712194 1351712195
OCLC Number: 1011466336
Description: 1 online resource (viii, 356 pages)
Contents: Cover; Half Title; Title Page; Copyright Page; Table of Contents; 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 Introduction2B 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 and Organizational 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 Advertising3C 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 Communications 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 Introduction5B 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; Appendices; A A Concise Guide to Punctuation; B A Concise Guide to Grammar; C A Concise Guide to Style; D Tips for Oral Presentations; Index.
Responsibility: editors, David W. Guth, Bonnie Poovey Short.

Abstract:

"In its fourth edition, Strategic Writing emphasizes the goal-oriented mission of high-quality media and public relations writing 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. Featuring a spiral binding, numerous examples, and a user-friendly "recipe" approach, Strategic Writing is ideal for undergraduate PR 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."--Provided by publisher.

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