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Strategic Writing : Multimedia Writing for Public Relations, Advertising, Sales and Marketing, and Business Communication,9780205405732
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Strategic Writing : Multimedia Writing for Public Relations, Advertising, Sales and Marketing, and Business Communication

by ; ;
ISBN13:

9780205405732

ISBN10:
0205405738
Format:
Paperback
Pub. Date:
1/1/2005
Publisher(s):
Allyn & Bacon

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Customer Reviews

Easy to Read and Practical  September 13, 2010
by


This is a great book to use as a reference as you continue education and into the workforce. It gives multiple examples of all types of strategic writing. I had to buy this book for a class, but still use it all the time!






Strategic Writing : Multimedia Writing for Public Relations, Advertising, Sales and Marketing, and Business Communication: 5 out of 5 stars based on 1 user reviews.

Summary

Strategic Writing emphasizes the strategic, goal-oriented mission of good media writing, with clear, concise instructions for nearly 40 types of writing documents. Features: Prepares students for a convergent, multidisciplinary world by featuring writing for print, broadcast, and online media in a variety of strategic disciplines: public relations, advertising, sales and marketing, and business communication. Provides concise ";recipes,"; with examples and templates, for each document, helping students write on deadline in or out of the classroom. Features brief but highly focused chapters in an easy-to-use spiral binding so that students will enjoy using the text. Offers a separate Instructor's Manual that includes at least two assignments for each of the documents/executions as well as a flexible syllabus, allowing instructors to tailor assignments to their own needs. About the Authors Charles Marsh, Associate Professor in the Journalism School at the University of Kansas is the award-winning author of A Quick and (not) Dirty Guide to Business Writing (Prentice-Hall, 1997) and, with David Guth, Public Relations: A Values-Driven Approach (Allyn & Bacon, 2003). His corporate communications experience includes senior management positions at American Airlines and JCPenney. David W. Guth, Associate Professor in the Journalism School at the University of Kansa, is an expert in crisis communications. A Peabody-award winning journalist and government public relations practitioner, Guth has co-authored two other books, Public Relations: A Values-Driven Approach (Allyn & Bacon, 2003) and Media Guide for Attorneys (Kansas Bar Association, 1995). Bonnie Poovey Short, founder and president of Short Solutions, an award-winning editorial and creative services firm that specializes in the health care field, also teaches at the university-level and serves as communications coordinator for a school district.

Table of Contents

Introduction: How This Book Works v
SECTION I Strategic Writing
1(28)
The Importance of Good Writing
3(3)
The Writing Process
6(4)
Writing for Electronic Media
10(3)
Integrated Marketing Communications
13(2)
Ethics and Strategic Writing
15(4)
Diversity and Strategic Writing
19(2)
Persuasion and Strategic Writing
21(2)
The Law and Strategic Writing
23(3)
Jobs in Strategic Writing
26(3)
SECTION II Strategic Writing in Public Relations
29(72)
News Release Guidelines
31(34)
Announcement News Releases
38(2)
Feature News Releases
40(2)
Hybrid News Releases
42(2)
Short Teaser News Releases
44(3)
Media Advisories
47(3)
Pitch Letters
50(4)
Radio News Releases
54(5)
Video News Releases
59(6)
Media Kit Guidelines
65(11)
Backgrounders
67(3)
Fact Sheets
70(3)
Photo Opportunity Sheets
73(3)
Newsletter and Magazine Stories
76(8)
Annual Reports
84(4)
Speeches
88(7)
Web Writing
95(6)
SECTION III Strategic Writing in Advertising
101(50)
Strategic Message Planners
104(15)
Print Advertisements
119(8)
Radio Advertisements
127(5)
Television Advertisements
132(8)
Radio and TV Promotions
140(6)
Radio and TV Public Service Announcements
146(5)
SECTION IV Strategic Writing in Sales and Marketing
151(40)
Proposals
153(6)
Brochures
159(12)
Sales Letters
171(5)
Direct-Mail Packages
176(6)
Fund-Raising Letters
182(4)
Collection Letters
186(5)
SECTION V Strategic Writing in Business Communication
191(42)
Business Letters
193(20)
Good-News Letters
197(3)
Bad-News Letters
200(5)
Request Letters
205(3)
Job-Request Letters
208(5)
Resumes
213(4)
Memoranda
217(5)
Company Announcements
222(4)
Policy and Procedure Documents
226(3)
Business Reports
229(4)
Appendixes
233(29)
A: A Concise Guide to Punctuation
233(12)
B: A Concise Guide to Grammar
245(5)
C: A Concise Guide to Style
250(3)
D: The ACT Agenda: An Editing and Proofreading System
253(5)
E: Tips for Oral Presentations
258(3)
F: The Gunning Fog Index
261(1)
Index 262


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