Strategic Writing
Routledge (Verlag)
978-1-138-03712-0 (ISBN)
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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.
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: Résumés
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
| Erscheinungsdatum | 16.03.2018 |
|---|---|
| Verlagsort | London |
| Sprache | englisch |
| Maße | 178 x 254 mm |
| Gewicht | 726 g |
| Themenwelt | Geisteswissenschaften ► Sprach- / Literaturwissenschaft ► Literaturwissenschaft |
| Sozialwissenschaften ► Kommunikation / Medien ► Journalistik | |
| Sozialwissenschaften ► Kommunikation / Medien ► Kommunikationswissenschaft | |
| Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb | |
| ISBN-10 | 1-138-03712-5 / 1138037125 |
| ISBN-13 | 978-1-138-03712-0 / 9781138037120 |
| Zustand | Neuware |
| Haben Sie eine Frage zum Produkt? |
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