Strategic Writing
Multimedia Writing for Public Relations, Advertising and More
2nd Edition
Published on 12. August 2008
Book
Spiral bound
272 pages
978-0-205-59162-6 (ISBN)
Description
Strategic Writing emphasizes 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 2nd edition is the ideal writing guide for public relations as well as for other disciplines.
More details
Edition
2nd edition
Language
English
Place of publication
New York
United States
Publishing group
Taylor & Francis Inc
Target group
College/higher education
Professional and scholarly
Dimensions
Height: 191 mm
Width: 229 mm
Thickness: 21 mm
Weight
438 gr
ISBN-13
978-0-205-59162-6 (9780205591626)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
New editions
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
Previous edition
Charles Marsh | David W. Guth | Bonnie Poovey Short
Strategic Writing
Multimedia Writing for Public Relations, Advertising, Sales and Marketing, and Business Communication
Book
09/2004
Routledge
Unfortunately, price unknown
Article exhausted; check for reprint
Content
I. Strategic Writing.
Introduction: How This Book Works.
What Is Strategic Writing?
The Importance of Good Writing.
The Writing Process .
Broadcast-Style 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.
Public Relations.
News Release Guidelines.
Announcement News Releases.
Feature News Releases.
Hybrid News Releases.
Short Teaser News Releases.
Media Advisories.
Pitches.
Radio News Releases.
Video News Releases.
Media Kit Guidelines.
Backgrounders.
Fact Sheets.
Photo Opportunity Sheets.
Newsletter and Magazine Stories.
Annual Reports.
Speeches.
Web Writing and Social Media.
Social Media News Releases.
Blogs.
Podcast Scripts.
III. Strategic Writing in Advertising.
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.
Sales and Marketing.
Proposals and Marketing Plans.
Brochures.
Sales Letters.
Direct-Mail Packages.
Fund-Raising Letters.
Collection Letters.
V. Strategic Writing in Business Communication.
Business Communication.
Business Letters.
Good-News Letters.
Bad-News Letters.
Request Letters.
Job-Request Letters.
Resumes.
Memoranda.
Policy and Procedure Documents.
Business Reports.
VI. Appendices.
A Concise Guide to Punctuation.
A Concise Guide to Grammar.
A Concise Guide to Style.
Tips for Oral Presentations.
Index
Introduction: How This Book Works.
What Is Strategic Writing?
The Importance of Good Writing.
The Writing Process .
Broadcast-Style 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.
Public Relations.
News Release Guidelines.
Announcement News Releases.
Feature News Releases.
Hybrid News Releases.
Short Teaser News Releases.
Media Advisories.
Pitches.
Radio News Releases.
Video News Releases.
Media Kit Guidelines.
Backgrounders.
Fact Sheets.
Photo Opportunity Sheets.
Newsletter and Magazine Stories.
Annual Reports.
Speeches.
Web Writing and Social Media.
Social Media News Releases.
Blogs.
Podcast Scripts.
III. Strategic Writing in Advertising.
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.
Sales and Marketing.
Proposals and Marketing Plans.
Brochures.
Sales Letters.
Direct-Mail Packages.
Fund-Raising Letters.
Collection Letters.
V. Strategic Writing in Business Communication.
Business Communication.
Business Letters.
Good-News Letters.
Bad-News Letters.
Request Letters.
Job-Request Letters.
Resumes.
Memoranda.
Policy and Procedure Documents.
Business Reports.
VI. Appendices.
A Concise Guide to Punctuation.
A Concise Guide to Grammar.
A Concise Guide to Style.
Tips for Oral Presentations.
Index