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

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

• ISBN13: 9780205591626
• ISBN10: 0205591620
• Edition: 2nd
• Format: Paperback
• Copyright: 2008-07-09
• Publisher: Pearson

Summary

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 Works	p. vii
Strategic Writing	p. 1
The Importance of Good Writing	p. 3
The Writing Process	p. 6
Broadcast-Style Writing	p. 10
Integrated Marketing Communications	p. 15
Ethics and Strategic Writing	p. 17
Diversity and Strategic Writing	p. 21
Persuasion and Strategic Writing	p. 23
The Law and Strategic Writing	p. 25
Jobs in Strategic Writing	p. 28
Strategic Writing in Public Relations	p. 31
News Release Guidelines	p. 33
Announcement News Releases	p. 41
Feature News Releases	p. 44
Hybrid News Releases	p. 46
Short Teaser News Releases	p. 48
Media Advisories	p. 50
Pitches	p. 53
Radio News Releases	p. 58
Video News Releases	p. 63
Media Kit Guidelines	p. 69
Backgrounders	p. 71
Fact Sheets	p. 74
Photo Opportunity Sheets	p. 77
Newsletter and Magazine Stories	p. 80
Annual Reports	p. 88
Speeches	p. 92
Web Writing and Social Media	p. 98
Social Media News Releases	p. 104
Blogs	p. 108
Podcast Scripts	p. 111
Strategic Writing in Advertising	p. 115
Strategic Message Planners	p. 118
Print Advertisements	p. 131
Radio Advertisements	p. 139
Television Advertisements	p. 144
Web Advertisements	p. 151
Radio and TV Promotions	p. 154
Radio and TV Public Service Announcements	p. 160
Strategic Writing in Sales and Marketing	p. 165
Proposals and Marketing Plans	p. 167
Brochures	p. 174
Sales Letters	p. 186
Direct-Mail Packages	p. 191
Fundraising Letters	p. 197
Strategic Writing in Business Communication	p. 201
Business Letters	p. 203
Good-News Letters	p. 207
Bad-News Letters	p. 210
Request Letters	p. 215
Job-Request Letters	p. 218
Resumes	p. 223
Memoranda	p. 227
Policy and Procedure Documents	p. 232
Business Reports	p. 235
Appendixes	p. 239
A Concise Guide to Punctuation	p. 239
A Concise Guide to Grammar	p. 251
A Concise Guide to Style	p. 255
Tips for Oral Presentations	p. 258
Index	p. 260
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