Strategic Writing : Multimedia Writing for Public Relations, Advertising and More book cover
4th Edition

Strategic Writing
Multimedia Writing for Public Relations, Advertising and More

ISBN 9781315178035
Published November 28, 2017 by Routledge
356 Pages

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Book Description

In its fourth edition, Strategic Writing emphasizes the goal-oriented mission of high-quality public relations and media writing with clear, concise instructions for more than 40 types of documents. This multidisciplinary text covers writing for public relations, advertising, sales and marketing, and business communication. In addition, it includes concise chapters on topics such as diversity, ethics and the legal aspects of strategic writing. Featuring a spiral binding, examples for each document and a user-friendly "recipe" approach, Strategic Writing is ideal for undergraduate PR or advertising writing classes that take an interdisciplinary approach. This new edition devotes new attention throughout to social media and writing in the digital realm, and features new and updated online resources for students and instructors.

Table of Contents

Introduction: How This Book Works

SECTION 1 Strategic Writing

1A: Introduction

1B: The Importance of Good Writing

1C: Research, Planning and the Writing Process

1D: Writing for the Web

1E: Writing for Social Media

1F: Broadcast/Podcast Writing

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

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: Hybrid News Releases

2K: Social Media News Releases

2L: Media Advisories

2M: Pitches

2N: Video News Releases & Storytelling

2O: Digital Newsrooms and Media Kits

2P: Backgrounders

2Q: Fact Sheets

2R: Photo Opportunity Advisories

2S: Newsletter and Magazine Stories

2T: Annual Reports

2U: Speeches

SECTION 3 Strategic Writing in Advertising

3A: Introduction

3B: Social Media in Advertising

3C: Strategic Message Planners

3D: Print Advertisements

3E: Radio Advertisements

3F: Television Advertisements

3G: Web and Mobile Advertisements

3H: Radio and TV Promotions

3I: Radio and TV Public Service Announcements

SECTION 4 Strategic Writing in Sales and Marketing

4A: Introduction

4B: Social Media in Sales and Marketing

4C: Content Marketing

4D: Proposals and Marketing Communication Plans

4E: Mobile Messages

4F: Sales Letters and E-Blasts

4G: Fundraising Letters and E-Blasts

4H: Brochures

SECTION 5 Strategic Writing in Business Communication

5A: Introduction

5B: Social Media in Business Communication

5C: Business Correspondence

5D: Good-News Correspondence

5E: Bad-News Correspondence

5F: Request Correspondence

5G: Job-Request Correspondence

5H: Résumés

5I: Memoranda

5J: 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, ethics and classical rhetoric.


David W. Guth is associate professor 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 health care field. Though now retired, she also taught at the university-level and served as communications coordinator for a school district.