Strategic Writing: Multimedia Writing for Public Relations, Advertising and More, 2nd Edition
ISBN-10: 0-205-59162-0
ISBN-13: 978-0-205-59162-6
Published by Allyn & Bacon
© 2009
Pub. Date: Jul 9, 2008
Format: Paper
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.
Table of Contents
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
This textbook is also sold in the various packages listed below. Before purchasing one of these packages, speak with your professor about which one will help you be successful in your course.
Package ISBN-13: 9780205756117
$64.27 | Add to Cart
This package contains:
- Strategic Writing: Multimedia Writing for Public Relations, Advertising and More, 2nd Edition
Charles Marsh, David Guth, Bonnie Poovey Short | ©2009 | Paper; 272 pages - MySearchLab Student Access Code Card (for valuepacks)
Teacher Education Pearson | ©2009 | Access Code Card
Package ISBN-13: 9780205731435
$75.60 | Add to Cart
This package contains:
- Strategic Writing: Multimedia Writing for Public Relations, Advertising and More, 2nd Edition
Charles Marsh, David Guth, Bonnie Poovey Short | ©2009 | Paper; 272 pages - MyCompLab NEW Student Access Code Card (for valuepacks)
Pearson | ©2009 | Access Code Card
Package ISBN-13: 9780205515042
$150.53 | Add to Cart
This package contains:
- Strategic Writing: Multimedia Writing for Public Relations, Advertising and More, 2nd Edition
Charles Marsh, David Guth, Bonnie Poovey Short | ©2009 | Paper; 272 pages - Adventures in Public Relations: Case Studies and Critical Thinking
David W. Guth, Charles Marsh | ©2005 | Paper; 384 pages
Package ISBN-13: 9780205725885
$137.93 | Add to Cart
This package contains:
- Strategic Writing: Multimedia Writing for Public Relations, Advertising and More, 2nd Edition
Charles Marsh, David Guth, Bonnie Poovey Short | ©2009 | Paper; 272 pages - Public Relations: A Values-Driven Approach, 4th Edition
David W. Guth, Charles Marsh | ©2009 | Paper; 580 pages
Package ISBN-13: 9780136093749
$149.60 | Add to Cart
This package contains:
- Strategic Writing: Multimedia Writing for Public Relations, Advertising and More, 2nd Edition
Charles Marsh, David Guth, Bonnie Poovey Short | ©2009 | Paper; 272 pages - Business English for the 21st Century, 4th Edition
Patricia T. Ellison | ©2007 | Paper; 488 pages
Package ISBN-13: 9780135055632
$183.27 | Add to Cart
This package contains:
- Strategic Writing: Multimedia Writing for Public Relations, Advertising and More, 2nd Edition
Charles Marsh, David Guth, Bonnie Poovey Short | ©2009 | Paper; 272 pages - Public Relations Practices: Managerial Case Studies and Problems, 7th Edition
Allen H. Center, Patrick Jackson, Stacey Smith, Frank Stansberry | ©2008 | Cloth; 368 pages
Package ISBN-13: 9780205837670
$142.80 | Add to Cart
This package contains:
- Strategic Writing: Multimedia Writing for Public Relations, Advertising and More, 2nd Edition
Charles Marsh, David Guth, Bonnie Poovey Short | ©2009 | Paper; 272 pages - All the News: Writing and Reporting for Convergent Media
Thom Lieb | ©2009 | Paper; 352 pages - MyCommunicationKit Student Access Code Card (for valuepacks)
- Pearson | ©2009 | Access Code Card
Package ISBN-13: 9780205733996
$75.27 | Add to Cart
This package contains:
- Strategic Writing: Multimedia Writing for Public Relations, Advertising and More, 2nd Edition
Charles Marsh, David Guth, Bonnie Poovey Short | ©2009 | Paper; 272 pages - What Every Student Should Know About Researching Online
David Munger, Shireen Campbell | ©2007 | Paper - What Every Student Should Know About Avoiding Plagiarism
Linda Stern | ©2007 | Paper; 80 pages
