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Table of Contents
Introduction: How This Book Works
I. Strategic Writing
The Importance of Good Writing.
The Writing Process
Integrated Marketing Communications
Ethics and Strategic Writing
Diversity and Strategic Writing
Persuasion and Strategic Writing
The Law and Strategic Writing
Jobs in Strategic Writing
II. Strategic Writing in Public Relations
News Release Guidelines
Announcement News Releases
Feature News Releases
Hybrid News Releases
Social Media News Releases
Video News Releases
Media Kit Guidelines
Photo Opportunity Advisories
Newsletter and Magazine Stories
III. Strategic Writing in Advertising
Strategic Message Planners
Radio and TV Promotions
Radio and TV Public Service Announcements
IV. Strategic Writing in Sales and Marketing
Proposals and Marketing Plans
Sales Letters and eBlasts
V. Strategic Writing in Business Communication
A Concise Guide to Punctuation
A Concise Guide to Grammar
A Concise Guide to Style
Tips for Oral Presentations