Description
Taylor and Francis Strategic Writing Multimedia Writing For Public Relations Advertising And More 5Th Edition 2021 Edition by Charles Marsh, David W. Guth, Bonnie Poovey Short
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. Introduction: How This Book Works SECTION 1 Strategic Writing 1A: Introduction to Strategic Writing1B: The Importance of Good Writing 1C: Research, Planning and the Writing Process 1D: Writing for the Web 1E: Writing for Social Media 1F: Writing for the Ears1G: 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: Introduction to Public Relations2B: 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: Promotional News Releases 2K: Media Advisories 2L: Pitches 2M: Video News Releases and Direct-to-Audience Videos2N: Digital Newsrooms and Media Kits 2O: Backgrounders 2P: Fact Sheets 2Q: Photo Opportunity Advisories2R: Newsletter and Magazine Stories 2S: Annual Reports 2T: Speeches SECTION 3 Strategic Writing in Advertising 3A: Introduction to Advertising3B: Social Media in Advertising 3C: Strategic Message Planners3D: Creative Briefs3E: Print Promotions3F: Audio Advertisements 3G: Video Advertisements3H: Digital Advertisements3I: Radio and TV Promotions 3J: Public Service Announcements SECTION 4 Strategic Writing in Sales and Marketing 4A: Introduction to Sales and Marketing4B: Social Media in Sales and Marketing 4C: Content Marketing 4D: Social Media Calendars4E: Proposals and Marketing Communication Plans 4F: Mobile Messages 4G: Sales Messages and E-Blasts 4H: Fundraising Messages and E-Blasts 4I: Brochures SECTION 5 Strategic Writing in Business Communication 5A: Introduction to Business Communication5B: Social Media in Business Communication5C: Business Correspondence 5D: Good-News Correspondence 5E: Bad-News Correspondence 5F: Job-Request Correspondence 5G: Resumes 5H: Memoranda 5I: 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