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

Strategic Writing
Multimedia Writing for Public Relations, Advertising and More

ISBN 9780367895402
Published November 17, 2020 by Routledge
378 Pages

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USD $105.00

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Book Description

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

Table of Contents

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



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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