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

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  • Edition: 2nd
  • Format: Paperback
  • Copyright: 2008-07-09
  • Publisher: Pearson
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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. 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 2 nd editionis the ideal writing guide for public relations as well as for other disciplines.

Table of Contents

Introduction: How This Book Worksp. vii
Strategic Writingp. 1
The Importance of Good Writingp. 3
The Writing Processp. 6
Broadcast-Style Writingp. 10
Integrated Marketing Communicationsp. 15
Ethics and Strategic Writingp. 17
Diversity and Strategic Writingp. 21
Persuasion and Strategic Writingp. 23
The Law and Strategic Writingp. 25
Jobs in Strategic Writingp. 28
Strategic Writing in Public Relationsp. 31
News Release Guidelinesp. 33
Announcement News Releasesp. 41
Feature News Releasesp. 44
Hybrid News Releasesp. 46
Short Teaser News Releasesp. 48
Media Advisoriesp. 50
Pitchesp. 53
Radio News Releasesp. 58
Video News Releasesp. 63
Media Kit Guidelinesp. 69
Backgroundersp. 71
Fact Sheetsp. 74
Photo Opportunity Sheetsp. 77
Newsletter and Magazine Storiesp. 80
Annual Reportsp. 88
Speechesp. 92
Web Writing and Social Mediap. 98
Social Media News Releasesp. 104
Blogsp. 108
Podcast Scriptsp. 111
Strategic Writing in Advertisingp. 115
Strategic Message Plannersp. 118
Print Advertisementsp. 131
Radio Advertisementsp. 139
Television Advertisementsp. 144
Web Advertisementsp. 151
Radio and TV Promotionsp. 154
Radio and TV Public Service Announcementsp. 160
Strategic Writing in Sales and Marketingp. 165
Proposals and Marketing Plansp. 167
Brochuresp. 174
Sales Lettersp. 186
Direct-Mail Packagesp. 191
Fundraising Lettersp. 197
Strategic Writing in Business Communicationp. 201
Business Lettersp. 203
Good-News Lettersp. 207
Bad-News Lettersp. 210
Request Lettersp. 215
Job-Request Lettersp. 218
Resumesp. 223
Memorandap. 227
Policy and Procedure Documentsp. 232
Business Reportsp. 235
Appendixesp. 239
A Concise Guide to Punctuationp. 239
A Concise Guide to Grammarp. 251
A Concise Guide to Stylep. 255
Tips for Oral Presentationsp. 258
Indexp. 260
Table of Contents provided by Ingram. All Rights Reserved.

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Customer Reviews

Very helpful book! September 13, 2010
This book is really easy to read and gives great examples to help as you learn how to create your own strategic writing examples.
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Strategic Writing : Multimedia Writing for Public Relations, Advertising, and More: 5 out of 5 stars based on 1 user reviews.

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