Updated in a new 3rdedition,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
Table of Contents
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
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
R�sum�s
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
