Strategic Writing

　 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