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

Год выпуска: 2011
Автор: Charles Marsh and David W. Guth and Bonnie Poovey Short

Synopses & Reviews

Publisher Comments

Updated in a new 3rd edition, 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


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

Table of Contents

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


Video News Releases

Media Kit Guidelines


Fact Sheets

Photo Opportunity Advisories

Newsletter and Magazine Stories

Annual Reports





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


V. Strategic Writing in Business Communication

Business Letters

Good-News Letters

Bad-News Letters

Request Letters

Job-Request Letters



Business Reports

VI. Appendices.

A Concise Guide to Punctuation

A Concise Guide to Grammar

A Concise Guide to Style

Tips for Oral Presentations


  Все книги

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