Strategic Writing / Edition 3

by Charles Marsh, David W. Guth, Bonnie Poovey Short

Overview

In its third edition, Strategic Writing emphasizes the strategic, goal-oriented mission of high-quality media and public relations 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. Featuring a spiral binding, numerous examples and a user-friendly "recipe" approach, Strategic Writing is ideal for public relations writing classes that include documents from other disciplines.

Product Details

ISBN-13:	9780205031979
Publisher:	Taylor & Francis
Publication date:	08/03/2011
Edition description:	Older Edition
Pages:	272
Product dimensions:	9.12(w) x 8.78(h) x 0.56(d)

About the Author

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, founder and president of Short Solutions, an award-winning editorial and creative services firm that specializes in the health care field, also teaches at the university-level and serves as communications coordinator for a school district.

Table of Contents

Table of Contents

Introduction: How This Book Works

I. Strategic Writing

The Importance of Good Writing.

The Writing Process

Broadcast/Podcast Writing

Integrated Marketing Communications

Ethics and Strategic Writing

Diversity and Strategic Writing

Persuasion and Strategic Writing

The Law and Strategic Writing

Jobs in Strategic Writing

II. Strategic Writing in Public Relations

News Release Guidelines

Media Kit Guidelines

Newsletter and Magazine Stories

Annual Reports

Speeches

Websites

III. Strategic Writing in Advertising

Strategic Message Planners

Print Advertisements

Radio Advertisements

Television Advertisements

Web Advertisements

Radio and TV Promotions

Radio and TV Public Service Announcements

IV. Strategic Writing in Sales and Marketing

Proposals and Marketing Plans

Mobile Messaging

Sales Letters and eBlasts

Fund-Raising Letters

Brochures

V. Strategic Writing in Business Communication

Business Letters

Résumés

Memoranda

Business Reports

VI. Appendices.

A Concise Guide to Punctuation

A Concise Guide to Grammar

A Concise Guide to Style

Tips for Oral Presentations

Index

Editorial Reviews

Reviews

"This text is a dream! The material is laid out clearly and concisely and the language and up-to-date examples really speak to the students."

- Marguerite Newcomb, University of Texas - San Antonio

"I rarely recommend that a student keep a textbook after class is over — this book by far is the exception. I strongly recommend each student keep this text as a reference after graduation and landing their first job."

-Michael Quinn, University of South Carolina

From the Publisher