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ISBN：9780205405732

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简介

简介

Strategic Writing emphasizes the strategic, goal-oriented mission of good media writing, with clear, concise instructions for nearly 40 types of writing documents. Features: Prepares students for a convergent, multidisciplinary world by featuring writing for print, broadcast, and online media in a variety of strategic disciplines: public relations, advertising, sales and marketing, and business communication. Provides concise ";recipes,"; with examples and templates, for each document, helping students write on deadline in or out of the classroom. Features brief but highly focused chapters in an easy-to-use spiral binding so that students will enjoy using the text. Offers a separate Instructor's Manual that includes at least two assignments for each of the documents/executions as well as a flexible syllabus, allowing instructors to tailor assignments to their own needs. About the Authors Charles Marsh, Associate Professor in the Journalism School at the University of Kansas is the award-winning author of A Quick and (not) Dirty Guide to Business Writing (Prentice-Hall, 1997) and, with David Guth, Public Relations: A Values-Driven Approach (Allyn & Bacon, 2003). His corporate communications experience includes senior management positions at American Airlines and JCPenney. David W. Guth, Associate Professor in the Journalism School at the University of Kansa, is an expert in crisis communications. A Peabody-award winning journalist and government public relations practitioner, Guth has co-authored two other books, Public Relations: A Values-Driven Approach (Allyn & Bacon, 2003) and Media Guide for Attorneys (Kansas Bar Association, 1995). 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.

Strategic Writing
Introduction: How This Book Works
What Is Strategic Writing?
The Importance of Good Writing
The Writing Process
Writing for Electronic Media
Integrated Marketing Communications
Ethics and Strategic Writing
Diversity and Strategic Writing
Persuasion and Strategic Writing
The Law and Strategic Writing
Jobs in Strategic Writing
Strategic Writing in Public Relations
Public Relations
News Release Guidelines
Announcement News Releases
Feature News Releases
Hybrid News Releases
Short Teaser News Releases
Media Advisories
Pitch Letters
Radio News Releases
Video News Releases
Media Kit Guidelines
Backgrounders
Fact Sheets
Photo Opportunity Sheets
Newsletter and Magazine Stories
Annual Reports
Speeches
Web Writing
Strategic Writing in Advertising
Advertising
Strategic Message Planners
Print Advertisements
Radio Advertisements
Television Advertisements
Radio and TV Promotions
Radio and TV Public Service Announcements
Strategic Writing in Sales and Marketing
Sales and Marketing
Proposals
Brochures
Sales Letters
Direct-Mail Packages
Fund-Raising Letters
Collection Letters
Strategic Writing in Business Communication
Business Communication
Business Letters
Good-News Letters
Bad-News Letters
Request Letters
Job-Request Letters
Reacute;sumeacute;s
Memoranda
Company Announcements
Policy and Procedure Documents
Business Reports
Appendices.

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