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

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  • Edition: 3rd
  • Format: Paperback
  • Copyright: 7/20/2011
  • Publisher: Routledge

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Updated in a new 3rdedition, Strategic Writingemphasizes the strategic, goal-oriented mission of high-quality media and public relations writing with clear, concise instructions for more than 40 types of documents .#xA0;This multidisciplinary text covers writing for public relations, advertising, sales and marketing, and business communication

Table of Contents

Introduction: How This Book Works


I. Strategic Writing

The Importance of Good Writing.

The Writing Process

Broadcast/Podcast Writing

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

    Media Advisories


    Video News Releases

Media Kit Guidelines


    Fact Sheets

    Photo Opportunity Advisories

Newsletter and Magazine Stories

Annual Reports





III. Strategic Writing in Advertising

Strategic Message Planners

Print Advertisements

Radio Advertisements

Television Advertisements

Web Advertisements

Radio and TV Promotions

Radio and TV Public Service Announcements

IV. Strategic Writing in Sales and Marketing

Proposals and Marketing Plans

Mobile Messaging

Sales Letters and eBlasts

Fund-Raising Letters


V. Strategic Writing in Business Communication

Business Letters

    Good-News Letters

    Bad-News Letters

    Request Letters

    Job-Request Letters



Business Reports

VI. Appendices.

A Concise Guide to Punctuation

A Concise Guide to Grammar

A Concise Guide to Style

Tips for Oral Presentations






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