6th Edition
Strategic Writing Multimedia Writing for Public Relations, Advertising and More
Featuring examples of strategic writing throughout the book, this practical, multidisciplinary text takes students through the fundamental concepts, genres, and techniques of writing for strategic communicators to connect with their publics.
The book contains concise instructions for writing the key multimedia documents in strategic communication, each with an example in the text. Short, practice-oriented chapters each cover a key theme, principle or writing topic. This sixth edition features: new and more diverse examples; additional references on legal and ethical guidance, technical tools and other resources used by practicing professionals; a new Audience Persona chapter; and incorporation of digital trends, such as increased use of images, video and user-generated content as well as evolutions in mobile marketing and other emerging platforms.
Strategic Writing, Sixth Edition is an essential textbook for undergraduate courses in public relations, advertising and strategic communication writing, particularly those that take a multidisciplinary approach.
Online resources are also included to support instructors and students. Faculty will find sample assignments with rubrics and lecture slides. Students will find practice quizzes for each section; nine-step strategic writing process guidance with helpful links for each step; and examples, templates and online articles demonstrating strategic writing in practice. Please visit www.routledge.com/cw/hendershot.
Introduction: How This Book Works
SECTION 1: Strategic Writing
1A: Introduction to Strategic Writing
1B: 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 Audio and Video
1G: Strategic Design
1H: Integrated Marketing Communications
1I: Ethics and Strategic Writing
1J: Diversity and Inclusion in 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 Relations
2B: Social Listening in Public Relations
2C: Social Posting
2D: Blogs
2E: Podcasts
2F: Websites
2G: News Releases
2H: Announcement News Releases
2I: Feature News Releases
2J: Promotional News Releases
2K: Media Alerts
2L: Pitches
2M: Video News Releases and Direct-to-Audience Videos
2N: Digital Newsrooms and Media Kits
2O: Backgrounders
2P: Fact Sheets
2Q: Photo Opportunity Advisories
2R: Newsletter and Magazine Stories
2S: Annual Reports
2T: Speeches
SECTION 3: Strategic Writing in Advertising
3A: Introduction to Advertising
3B: Strategic Message Planners
3C: Audience Personas
3D: Creative Briefs
3E: Social Media in Advertising
3F: Print Promotions
3G: Audio Advertisements
3H: Video Advertisements
3I: Digital Advertisements
3J: Radio and TV Promotions
3K: Public Service Announcements
SECTION 4: Strategic Writing in Sales and Marketing
4A: Introduction to Sales and Marketing
4B: Social Media in Sales and Marketing
4C: Content Marketing
4D: Social Media Calendars
4E: Proposals and Marketing Communications Plans
4F: Mobile Messages
4G: Sales Messages
4H: Fundraising Messages
4I: Collateral Materials
Appendixes
A: A Concise Guide to Punctuation
B: A Concise Guide to Grammar
C: A Concise Guide to Style
D: Tips for Oral Presentations
Biography
Angie Hendershot is Professor of the Practice in the William Allen White School of Journalism and Mass Communications, University of Kansas, USA.
Lisa Loewen is Lecturer in the William Allen White School of Journalism and Mass Communications, University of Kansas, USA.
Charles Marsh is Professor Emeritus 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.
“This is an excellent overview of the wide range of writing types and skills that today’s students need to understand. It’s an excellent teaching base upon which to build. “
Russell. Mack, J.D., Instructor, Texas Christian University, USA.
“This new edition is an impressive update to an already essential textbook for public relations and advertising writing students. The updated PR and social media writing sections are packed with insights for students on the reasons behind specific styles of written documents that are critical for the way today’s students learn. It’s already earned a prominent place on my bookshelf and in my classrooms.”
Debra Bethard-Caplick, MS,MBA,APR, Founder, Quicksilver Edge Strategic Communications and Adjunct Instructor, Loyola University Chicago, USA
