Strategic Writing: Pearson New International Edition
Multimedia Writing for Public Relations, Advertising, and More
3rd Edition
Published on 1. November 2013
Book
Paperback/Softback
266 pages
978-1-292-03945-9 (ISBN)
Description
Strategic Writing emphasizes the strategic, goal-oriented mission of high-quality public relations, advertising and multidisciplinary, multimedia writing with clear, concise instructions for more than 40 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 is ideal for public relations writing classes that include documents from other disciplines.
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 is ideal for public relations writing classes that include documents from other disciplines.
Reviews / Votes
Reviews"This text is a dream! The material is laid out clearly and concisely and the language and up-to-date examples really speak to the students."
- Marguerite Newcomb, University of Texas - San Antonio
"I rarely recommend that a student keep a textbook after class is over - this book by far is the exception. I strongly recommend each student keep this text as a reference after graduation and landing their first job."
-Michael Quinn, University of South Carolina
More details
Edition
3rd edition
Language
English
Place of publication
London
United Kingdom
Publishing group
Taylor & Francis Ltd
Target group
College/higher education
Professional and scholarly
Edition type
Revised edition
Dimensions
Height: 274 mm
Width: 215 mm
Thickness: 9 mm
Weight
576 gr
ISBN-13
978-1-292-03945-9 (9781292039459)
Schweitzer Classification
Other editions
Additional editions
Book
11/2017
3rd Edition
Routledge
€215.41
Article exhausted; check different version
Charles Marsh | David W. Guth | Bonnie Poovey Short
Strategic Writing
Multimedia Writing for Public Relations, Advertising, and More
Book
07/2011
3rd Edition
Routledge
€81.89
Article exhausted; check different version
Persons
Charles Marsh is the Oscar Stauffer Professor of Journalism and Mass Communications at the University of Kansas. His primary areas of research involve public relations, ethics and classical rhetoric.
David W. Guth is associate professor at the William Allen White School of Journalism and Mass Communications, University of Kansas. His areas of special research interest are crisis communication, political communication and public relations history.
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.
David W. Guth is associate professor at the William Allen White School of Journalism and Mass Communications, University of Kansas. His areas of special research interest are crisis communication, political communication and public relations history.
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.
Content
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
Pitches
Video News Releases
Media Kit Guidelines
Backgrounders
Fact Sheets
Photo Opportunity Advisories
Newsletter and Magazine Stories
Annual Reports
Speeches
Websites
Blogs
Podcasts
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
Brochures
V. Strategic Writing in Business Communication
Business Letters
Good-News Letters
Bad-News Letters
Request Letters
Job-Request Letters
Resumes
Memoranda
Business Reports
VI. Appendices.
A Concise Guide to Punctuation
A Concise Guide to Grammar
A Concise Guide to Style
Tips for Oral Presentations
Index
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
Pitches
Video News Releases
Media Kit Guidelines
Backgrounders
Fact Sheets
Photo Opportunity Advisories
Newsletter and Magazine Stories
Annual Reports
Speeches
Websites
Blogs
Podcasts
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
Brochures
V. Strategic Writing in Business Communication
Business Letters
Good-News Letters
Bad-News Letters
Request Letters
Job-Request Letters
Resumes
Memoranda
Business Reports
VI. Appendices.
A Concise Guide to Punctuation
A Concise Guide to Grammar
A Concise Guide to Style
Tips for Oral Presentations
Index