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Strategic Writing: Multimedia Writing for Public Relations, Advertising and More 5th edition [Minkštas viršelis]

3.65/5 (45 ratings by Goodreads)
(University of Kansas, USA.), , (University of Kansas, USA)
  • Formatas: Paperback / softback, 378 pages, aukštis x plotis: 254x178 mm, weight: 666 g, 1 Tables, color; 44 Line drawings, color; 39 Halftones, color
  • Išleidimo metai: 17-Nov-2020
  • Leidėjas: Routledge
  • ISBN-10: 0367895404
  • ISBN-13: 9780367895402
Kitos knygos pagal šią temą:
Strategic Writing: Multimedia Writing for Public Relations, Advertising and More 5th editionDidesnis paveikslėlis
  • Formatas: Paperback / softback, 378 pages, aukštis x plotis: 254x178 mm, weight: 666 g, 1 Tables, color; 44 Line drawings, color; 39 Halftones, color
  • Išleidimo metai: 17-Nov-2020
  • Leidėjas: Routledge
  • ISBN-10: 0367895404
  • ISBN-13: 9780367895402
Kitos knygos pagal šią temą:
Pastovi nuoroda: https://www.kriso.lt/db/9780367895402.html
Raktažodžiai:

This practical, multidisciplinary text teaches high-quality public relations and media writing with clear, concise instructions for more than 40 types of documents.

Strategic Writing

 takes a reader-friendly "recipe" approach to writing in public relations, advertising, sales and marketing, and other business communication contexts, illustrated with examples of each type of document. With concise chapters on topics such as ethical and legal aspects of strategic writing, including diversity and inclusion, this thoroughly updated fifth edition also includes additional document samples and coverage of writing for various social media platforms. Packed with pedagogical resources, Strategic Writing

offers instructors a complete, ready-to-use course.

It is an essential and adaptable textbook for undergraduate courses in public relations, advertising and strategic communication writing, particularly those that take a multidisciplinary and multimedia approach.

Strategic Writing

is ideally suited for online courses. In addition to syllabi for both online and traditional courses, the instructor’s manual includes Tips for Teaching Strategic Writing Online. Those tips include easy guidelines for converting the book’s PowerPoint slides to videos with voiceovers for online lectures. The book’s recipe-with-examples approach enhances student self-instruction, particularly when combined with the companion website’s sample assignments and grading rubrics for every document. Visit the site at www.routledge.com/cw/marsh.

Recenzijos

"This text is a comprehensive guide of persuasive writing techniques for advertising, public relations, marketing, and business writers. Its an ideal learning tool for beginners as well as a reference for advanced writers. The book is unique in its approach of presenting small, digestible chunks of different types of writing styles illustrated with lots of examples. It includes thoughtful sections on writing for diverse audiences. The updated sections on writing for social media features practical tips beyond writing, including when and how often to post. Strategic Writing should be on every writers bookshelf!" Frauke Hachtmann, University of NebraskaLincoln

Introduction: How This Book Works 1(6)
Section 1 Strategic Writing
7(56)
1A Introduction to Strategic Writing
9(2)
1B The Importance of Good Writing
11(3)
1C Research, Planning and the Writing Process
14(5)
1D Writing for the Web
19(7)
1E Writing for Social Media
26(3)
1F Writing for the Ears
29(6)
1G Strategic Design
35(7)
1H Integrated Marketing Communications
42(2)
1I Ethics and Strategic Writing
44(5)
1J Diversity and Strategic Writing
49(3)
1K Persuasion and Strategic Writing
52(3)
1L The Law and Strategic Writing
55(4)
1M Jobs in Strategic Writing
59(4)
Section 2 Strategic Writing in Public Relations
63(102)
2A Introduction to Public Relations
65(3)
2B Social Media in Public Relations
68(2)
2C Microblogs and Status Updates
70(6)
2D Blogs
76(4)
2E Podcasts
80(4)
2F Websites
84(10)
2G News Release Guidelines
94(9)
2H Announcement News Releases
103(4)
2I Feature News Releases
107(3)
2J Promotional News Releases
110(5)
2K Media Advisories
115(3)
2L Pitches
118(6)
2M Video News Releases and Direct-to-Audience Videos
124(8)
2N Digital Newsrooms and Media Kits
132(3)
2O Backgrounders
135(4)
2P Fact Sheets
139(3)
2Q Photo Opportunity Advisories
142(3)
2R Newsletter and Magazine Stories
145(9)
2S Annual Reports
154(4)
2T Speeches
158(7)
Section 3 Strategic Writing in Advertising
165(74)
3A Introduction to Advertising
167(2)
3B Social Media in Advertising
169(2)
3C Strategic Message Planners
171(21)
3D Creative Briefs
192(4)
3E Print Promotions
196(7)
3F Audio Advertisements
203(7)
3G Video Advertisements
210(7)
3H Digital Advertisements
217(8)
3I Radio and TV Promotions
225(7)
3J Public Service Announcements
232(7)
Section 4 Strategic Writing in Sales and Marketing
239(52)
4A Introduction to Sales and Marketing
241(2)
4B Social Media in Sales and Marketing
243(2)
4C Content Marketing
245(2)
4D Social Media Calendars
247(5)
4E Proposals and Marketing Communications Plans
252(9)
4F Mobile Messages
261(4)
4G Sales Messages and E-Blasts
265(8)
4H Fundraising Messages and E-Blasts
273(6)
4I Brochures
279(12)
Section 5 Strategic Writing in Business Communication
291(42)
5A Introduction to Business Communication
293(2)
5B Social Media in Business Communication
295(2)
5C Business Correspondence
297(5)
5D Good-News Correspondence
302(4)
5E Bad-News Correspondence
306(5)
5F Job-Request Correspondence
311(6)
5G Resumes
317(5)
5H Memoranda
322(6)
5I Business Reports
328(5)
Appendices
A A Concise Guide to Punctuation
333(14)
B A Concise Guide to Grammar
347(6)
C A Concise Guide to Style
353(4)
D Tips for Oral Presentations
357(4)
Index 361
Charles Marsh is the Oscar Stauffer Professor of Journalism and Mass Communications at the University of Kansas. His primary areas of research involve public relations, theories of cooperation and classical rhetoric.

David W. Guth is Associate Professor Emeritus at the William Allen White School of Journalism and Mass Communications, University of Kansas. His areas of special research interest are crisis communication, political communication and public relations history.

Bonnie Poovey Short was founder of Short Solutions, an award-winning editorial and creative services firm that specialized in the healthcare field. Though now retired, she also taught at the university level and served as communications coordinator for a school district.