Strategic Writing

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.

• 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

“This is an excellent overview of the wide range of writing types and skills that today’s students need to understand. It’s an excellent teaching base upon which to build. “Russell. Mack, J.D., Instructor, Texas Christian University, USA.“This new edition is an impressive update to an already essential textbook for public relations and advertising writing students. The updated PR and social media writing sections are packed with insights for students on the reasons behind specific styles of written documents that are critical for the way today’s students learn. It’s already earned a prominent place on my bookshelf and in my classrooms.”Debra Bethard-Caplick, MS,MBA,APR, Founder, Quicksilver Edge Strategic Communications and Adjunct Instructor, Loyola University Chicago, USA