Strategic Writing (6^th Ed.) Multimedia Writing for Public Relations, Advertising and More

Featuring examples of strategic writing throughout the book, this practical, multidisciplinary text takes students through the fundamental concepts, genres, and techniques of writing for strategic communicators to connect with their publics.

The book contains concise instructions for writing the key multimedia documents in strategic communication, each with an example in the text. Short, practice-oriented chapters each cover a key theme, principle or writing topic. This sixth edition features: new and more diverse examples; additional references on legal and ethical guidance, technical tools and other resources used by practicing professionals; a new Audience Persona chapter; and incorporation of digital trends, such as increased use of images, video and user-generated content as well as evolutions in mobile marketing and other emerging platforms.

Strategic Writing, Sixth Edition is an essential textbook for undergraduate courses in public relations, advertising and strategic communication writing, particularly those that take a multidisciplinary approach.

Online resources are also included to support instructors and students. Faculty will find sample assignments with rubrics and lecture slides. Students will find practice quizzes for each section; nine-step strategic writing process guidance with helpful links for each step; and examples, templates and online articles demonstrating strategic writing in practice. Please visit www.routledge.com/cw/hendershot.

Introduction: How This Book Works SECTION 1: Strategic Writing 1A: Introduction to Strategic Writing 1B: The Importance of Good Writing 1C: Research, Planning and the Writing Process 1D: Writing for the Web 1E: Writing for Social Media 1F: Writing for Audio and Video 1G: Strategic Design 1H: Integrated Marketing Communications 1I: Ethics and Strategic Writing 1J: Diversity and Inclusion in 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 to Public Relations 2B: Social Listening in Public Relations 2C: Social Posting 2D: Blogs 2E: Podcasts 2F: Websites 2G: News Releases 2H: Announcement News Releases 2I: Feature News Releases 2J: Promotional News Releases 2K: Media Alerts 2L: Pitches 2M: Video News Releases and Direct-to-Audience Videos 2N: Digital Newsrooms and Media Kits 2O: Backgrounders 2P: Fact Sheets 2Q: Photo Opportunity Advisories 2R: Newsletter and Magazine Stories 2S: Annual Reports 2T: Speeches SECTION 3: Strategic Writing in Advertising 3A: Introduction to Advertising 3B: Strategic Message Planners 3C: Audience Personas 3D: Creative Briefs 3E: Social Media in Advertising 3F: Print Promotions 3G: Audio Advertisements 3H: Video Advertisements 3I: Digital Advertisements 3J: Radio and TV Promotions 3K: Public Service Announcements SECTION 4: Strategic Writing in Sales and Marketing 4A: Introduction to Sales and Marketing 4B: Social Media in Sales and Marketing 4C: Content Marketing 4D: Social Media Calendars 4E: Proposals and Marketing Communications Plans 4F: Mobile Messages 4G: Sales Messages 4H: Fundraising Messages 4I: Collateral Materials Appendixes A: A Concise Guide to Punctuation B: A Concise Guide to Grammar C: A Concise Guide to Style D: Tips for Oral Presentations

Angie Hendershot is Professor of the Practice in the William Allen White School of Journalism and Mass Communications, University of Kansas, USA.

Lisa Loewen is Lecturer in the William Allen White School of Journalism and Mass Communications, University of Kansas, USA.

Charles Marsh is Professor Emeritus of Journalism and Mass Communications at the University of Kansas. His primary areas of research involve public relations, theories of cooperation and classical rhetoric.

David W. Guth is Associate Professor Emeritus 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 healthcare field. Though now retired, she also taught at the university level and served as communications coordinator for a school district.