Strategic Writing: Multimedia Writing for Public Relations, Advertising and More

Cover
Endorsements
Half Title
Title Page
Copyright Page
Contents
Acknowledgments
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
Appendices
	A: A Concise Guide to Punctuation
	B: A Concise Guide to Grammar
	C: A Concise Guide to Style
	D: Tips for Oral Presentations
Index