Description
Taylor and Francis Strategic Writing Multimedia Writing For Public Relations Advertising And More 4Th Edition 2017 Edition by Charles Marsh, David W. Guth, Bonnie Poovey Short
In its fourth edition, Strategic Writing emphasizes the goal-oriented mission of high-quality public relations and media 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. In addition, it includes concise chapters on topics such as diversity, ethics and the legal aspects of strategic writing. Featuring a spiral binding, examples for each document and a user-friendly "recipe" approach, Strategic Writing is ideal for undergraduate PR or advertising writing classes that take an interdisciplinary approach. This new edition devotes new attention throughout to social media and writing in the digital realm, and features new and updated online resources for students and instructors. Introduction: How This Book Works SECTION 1 Strategic Writing 1A: Introduction 1B: The Importance of Good Writing 1C: Research, Planning and the Writing Process 1D: Writing for the Web 1E: Writing for Social Media 1F: Broadcast/Podcast Writing 1G: Strategic Design 1H: Integrated Marketing Communications 1I: Ethics and Strategic Writing 1J: Diversity and Strategic Writing 1K: Persuasion and Strategic Writing 1L: The Law and Strategic Writing 1M: Jobs in Strategic Writing SECTION 2 Strategic Writing in Public Relations 2A: Introduction2B: Social Media in Public Relations2C: Microblogs and Status Updates 2D: Blogs 2E: Podcasts 2F: Websites 2G: News Release Guidelines 2H: Announcement News Releases 2I: Feature News Releases 2J: Hybrid News Releases 2K: Social Media News Releases 2L: Media Advisories 2M: Pitches 2N: Video News Releases & Storytelling 2O: Digital Newsrooms and Media Kits 2P: Backgrounders 2Q: Fact Sheets 2R: Photo Opportunity Advisories2S: Newsletter and Magazine Stories 2T: Annual Reports 2U: Speeches SECTION 3 Strategic Writing in Advertising 3A: Introduction3B: Social Media in Advertising 3C: Strategic Message Planners3D: Print Advertisements3E: Radio Advertisements 3F: Television Advertisements 3G: Web and Mobile Advertisements 3H: Radio and TV Promotions 3I: Radio and TV Public Service Announcements SECTION 4 Strategic Writing in Sales and Marketing 4A: Introduction4B: Social Media in Sales and Marketing 4C: Content Marketing 4D: Proposals and Marketing Communication Plans 4E: Mobile Messages 4F: Sales Letters and E-Blasts 4G: Fundraising Letters and E-Blasts 4H: Brochures SECTION 5 Strategic Writing in Business Communication 5A: Introduction5B: Social Media in Business Communication5C: Business Correspondence 5D: Good-News Correspondence 5E: Bad-News Correspondence 5F: Request Correspondence 5G: Job-Request Correspondence 5H: Resumes 5I: Memoranda 5J: Business Reports Appendixes A: A Concise Guide to Punctuation B: A Concise Guide to Grammar C: A Concise Guide to Style D: Tips for Oral Presentations Index