5th Edition

Strategic Writing Multimedia Writing for Public Relations, Advertising and More

    378 Pages
    by Routledge

    378 Pages
    by Routledge

    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 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 the Ears

    1G: 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 Relations

    2B: Social Media in Public Relations

    2C: 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 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: Social Media in Advertising

    3C: Strategic Message Planners

    3D: Creative Briefs

    3E: Print Promotions

    3F: Audio Advertisements 

    3G: Video Advertisements

    3H: Digital Advertisements

    3I: Radio and TV Promotions

    3J: 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 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 Communication

    5B: Social Media in Business Communication

    5C: Business Correspondence

    5D: Good-News Correspondence

    5E: Bad-News Correspondence  

    5F: Job-Request Correspondence

    5G: Résumés

    5H: Memoranda

    5I: Business Reports


    A: A Concise Guide to Punctuation

    B: A Concise Guide to Grammar

    C: A Concise Guide to Style

    D: Tips for Oral Presentations




    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.

    "This text is a comprehensive guide of persuasive writing techniques for advertising, public relations, marketing, and business writers. It’s 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 writer’s bookshelf!" – Frauke Hachtmann, University of Nebraska—Lincoln