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

by Marsh, Charles; Guth, David W.; Short, Bonnie Poovey

• ISBN13: 9780205405732
• ISBN10: 0205405738
• Format: Paperback
• Copyright: 2005-01-01
• Publisher: Allyn & Bacon

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