5th Edition
Strategic Writing Multimedia Writing for Public Relations, Advertising and More
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
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
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
