Strategic Writing Multimedia Writing for Public Relations, Advertising and More

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