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Strategic Writing: Multimedia Writing for Public Relations, Advertising and More de Charles Marsh

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

Autor Charles Marsh, David Guth, Bonnie Poovey Short
en Limba Engleză Spirală – 8 iul 2008
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.
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Specificații

ISBN-13: 9780205591626
ISBN-10: 0205591620
Pagini: 272
Dimensiuni: 178 x 232 x 18 mm
Greutate: 0.44 kg
Ediția:2Nouă
Editura: Pearson Education
Colecția Allyn & Bacon
Locul publicării:Boston, United States

Cuprins

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.
Résumés.
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

Textul de pe ultima copertă

Strategic Writing: Multimedia Writing for Public Relations, Advertising and More, 2/e
Charles Marsh, Universityof Kansas
David W. Guth, Universityof Kansas
Bonnie Poovey Short, Short Solutions


 
Strategic Writing emphasizes the strategic, goal-oriented mission of high-quality media writing with clear, concise instructions for more than 40 types of documents relating to public relations, advertising, sales, marketing, and business communication.  Rich with numerous examples and a user-friendly "recipe" approach, Strategic Writing is ideal for teaching you to write successfully and strategically for various fields of business.
 
Features of the New Edition:
  • Prepares you for success in multiple writing platforms including print, broadcast, and online/social media.
  • Develops your skills and writing proficiency in a variety of strategic disciplines, including public relations, advertising, sales and marketing, and business communication.
  • Broadens your understanding of how to use Social Media–including blogs, podcasts, social networks, content communities and wikis–to better prepare you for writing in the contemporary media environment.
  • Features Tips for Visual Storytelling, a new section that includes specific strategies for designing and producing compelling visual stories for maximum audience understanding.
  • Provides you with concise “recipes,” including examples and templates for each document, helping you write on deadline in or out of the classroom.
 
What reviewers are saying about Strategic Writing:
 
“I believe that it offers students the perfect balance of relevant information and application.”
-          Susan Daria, University of Alabama
 
“The book includes excellent examples of writing styles and techniques. It is well written and easy for students to understand.”
-          Gary Ford, Webster University

Caracteristici

  • Prepares students for a convergent, multidisciplinary world by featuring writing for print, broadcast, and online/social media in a variety of strategic disciplines: public relations, advertising, sales and marketing, and business communication.
  • Provides concise “recipes,” with examples and templates for each document, helping students write on deadline in or out of the classroom.
  • Features an informal writing style and brief but highly focused chapters that students will find practical and informative.
  • Offers a separate Instructor's Manual that includes assignments for each of the documents/executions, instructions for how to quickly grade grammar and punctuation problems, and a flexible syllabus, allowing instructors to tailor assignments to their own needs.

Caracteristici noi

  • New Introduction to Social Media section provides a concise primer on blogs, podcasts, social networks, content communities and wikis, putting students ahead of the technological curve in their knowledge of strategic communications tactics.
  • New section on social media news releases gives students cutting-edge knowledge of how to prepare news stories for bloggers and other new-media online journalists.
  • New section on blogs ensures students can write effective posts for this rapidly growing aspect of new media.
  • New section on podcast scripts provides students with tactics for developing production directions for professional presentations.
  • New section on web advertisements assists students in understanding the basics of creating sponsored, interactive, persuasive messages that finance new media.
  • New section on e-mail and telephone pitches extends the concept of the pitch letter to additional media and instructs students on preparing strategic messages that persuade journalists to write about particular stories.
  • New section on marketing plans directs students through the process of turning proposals into documents that guide integrated marketing campaigns.
  • New Tips for Visual Storytelling section includes specific strategies for designing and producing compelling visual stories for maximum audience understanding.
  • “Concise Guide to Punctuation” appendix includes additional punctuation rules, explanations and examples. Each rule is numbered, allowing instructors to offer specific guidance to students simply by writing a number on a graded assignment.