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Strategic Writing


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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: Resumes 5I: Memoranda 5J: 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 Index

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 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.

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