Overview

Updated in a new 3rd 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

Full Product Details

Author:   Charles Marsh ,  David W. Guth ,  Bonnie Poovey Short
Publisher:   Taylor & Francis Inc
Imprint:   Routledge
Edition:   3rd edition
Dimensions:   Width: 18.80cm , Height: 1.40cm , Length: 23.10cm
Weight:   0.450kg
ISBN:  

9780205031979

ISBN 10:   0205031978
Pages:   272
Publication Date:   29 September 2011
Audience:   Professional and scholarly ,  Professional & Vocational
Replaced By:   9781292039459
Format:   Spiral bound
Publisher's Status:   No Longer Our Product
Availability:   In Print  
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Table of Contents

VI. Appendices. A Concise Guide to Punctuation A Concise Guide to Grammar A Concise Guide to Style       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  Announcement News Releases  Feature News Releases  Hybrid News Releases  Social Media News Releases  Media Advisories  Pitches  Video News Releases Media Kit Guidelines  Backgrounders  Fact Sheets  Photo Opportunity Advisories Newsletter and Magazine Stories Annual Reports Speeches Websites  Blogs  Podcasts 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  Good-News Letters  Bad-News Letters  Request Letters  Job-Request Letters Résumés Memoranda Business Reports   Index     

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

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

“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

Author Information

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.

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