Description

Features

• Prepares students for a convergent, multidisciplinary world by featuring writing for print, broadcast, and online/social media in a variety of strategic disciplines: public relations, advertising, sales and marketing, and business communication.
• Provides concise “recipes,” with examples and templates for each document, helping students write on deadline in or out of the classroom.
• Features an informal writing style and brief but highly focused chapters that students will find practical and informative.
• Offers a separate Instructor's Manual that includes assignments for each of the documents/executions, instructions for how to quickly grade grammar and punctuation problems, and a flexible syllabus, allowing instructors to tailor assignments to their own needs.

New To This Edition

• New Introduction to Social Media section provides a concise primer on blogs, podcasts, social networks, content communities and wikis, putting students ahead of the technological curve in their knowledge of strategic communications tactics.
• New section on social media news releases gives students cutting-edge knowledge of how to prepare news stories for bloggers and other new-media online journalists.
• New section on blogs ensures students can write effective posts for this rapidly growing aspect of new media.
• New section on podcast scripts provides students with tactics for developing production directions for professional presentations.
• New section on web advertisements assists students in understanding the basics of creating sponsored, interactive, persuasive messages that finance new media.
• New section on e-mail and telephone pitches extends the concept of the pitch letter to additional media and instructs students on preparing strategic messages that persuade journalists to write about particular stories.
• New section on marketing plans directs students through the process of turning proposals into documents that guide integrated marketing campaigns.
• New Tips for Visual Storytelling section includes specific strategies for designing and producing compelling visual stories for maximum audience understanding.
• “Concise Guide to Punctuation” appendix includes additional punctuation rules, explanations and examples. Each rule is numbered, allowing instructors to offer specific guidance to students simply by writing a number on a graded assignment.

Table of Contents

I. Strategic Writing.

Introduction: How This Book Works.

What Is Strategic Writing?

The Importance of Good Writing.

The Writing Process .

Broadcast-Style Writing.

Integrated Marketing Communications.

Ethics and Strategic Writing.

Diversity and Strategic Writing.

Persuasion and Strategic Writing.

The Law and Strategic Writing.

Jobs in Strategic Writing.

II. Strategic Writing in Public Relations.

Public Relations.

News Release Guidelines.

Announcement News Releases.

Feature News Releases.

Hybrid News Releases.

Short Teaser News Releases.

Media Advisories.

Pitches.

Radio News Releases.

Video News Releases.

Media Kit Guidelines.

Backgrounders.

Fact Sheets.

Photo Opportunity Sheets.

Newsletter and Magazine Stories.

Annual Reports.

Speeches.

Web Writing and Social Media.

Social Media News Releases.

Blogs.

Podcast Scripts.

III. Strategic Writing in Advertising.

Advertising.

Strategic Message Planners.

Print Advertisements.

Radio Advertisements.

Television Advertisements.

Web Advertisements.

Radio and TV Promotions.

Radio and TV Public Service Announcements.

IV. Strategic Writing in Sales and Marketing.

Sales and Marketing.

Proposals and Marketing Plans.

Brochures.

Sales Letters.

Direct-Mail Packages.

Fund-Raising Letters.

Collection Letters.

V. Strategic Writing in Business Communication.

Business Communication.

Business Letters.

Good-News Letters.

Bad-News Letters.

Request Letters.

Job-Request Letters.

Résumés.

Memoranda.

Policy and Procedure Documents.

Business Reports.

VI. Appendices.

A Concise Guide to Punctuation.

A Concise Guide to Grammar.

A Concise Guide to Style.

Tips for Oral Presentations.

Index

Courses

Media Writing  (Mass Communication / Public Relations / Film)
Public Relations Writing  (Mass Communication / Public Relations / Film)
Advertising Copywriting  (Mass Communication / Public Relations / Film)

Previous Edition(s)

• Strategic Writing: Multimedia Writing for Public Relations, Advertising, Sales and Marketing, and Business Communication
  Marsh, Guth & Short
  ©2005  |  Pearson  |  Paper; 272 pp  |  Out of Print
  ISBN-10: 0205405738  |  ISBN-13: 9780205405732
    Brief Description  | 

  

  Strategic Writing emphasizes the strategic, goal-oriented mission of good media writing with clear, concise instructions for nearly 40 documents.

  This multimedia, multidisciplinary text covers writing for public relations, advertising, sales and marketing, and business communication. Featuring a spiral binding, numerous examples and a user-friendly "recipe" approach, it is ideal for classroom use.

  More Info
  

Next Edition(s)

• Strategic Writing, 3/E
  Marsh, Guth & Short
  ©2012  |  Pearson  |  Paper; 272 pp  |  Instock
  ISBN-10: 0205031978  |  ISBN-13: 9780205031979
  Suggested retail price: $88.00  Buy from myPearsonStoreNet price: $66.00  (What's this?)Brief Description  | 

  

  Strategic Writing emphasizes the strategic, goal-oriented mission of high-quality public relations, advertising and multidisciplinary, multimedia writing with clear, concise instructions for more than 40 documents.

   

  This multidisciplinary text covers writing for public relations, advertising, sales and marketing, and business communication. Featuring a spiral binding, numerous examples and a user-friendly "recipe" approach, Strategic Writing is ideal for public relations writing classes that include documents from other disciplines.

   

  More Info
  

• Strategic Writing, 3/E
  Marsh, Guth & Short
  ©2012  |  Pearson  |  Paper; 272 pp  |  Instock
  ISBN-10: 0205031978  |  ISBN-13: 9780205031979
  Suggested retail price: $88.00  Buy from myPearsonStoreNet price: $66.00  (What's this?)Brief Description  | 

  

  Strategic Writing emphasizes the strategic, goal-oriented mission of high-quality public relations, advertising and multidisciplinary, multimedia writing with clear, concise instructions for more than 40 documents.

   

  This multidisciplinary text covers writing for public relations, advertising, sales and marketing, and business communication. Featuring a spiral binding, numerous examples and a user-friendly "recipe" approach, Strategic Writing is ideal for public relations writing classes that include documents from other disciplines.

   

  More Info
  

Backcover Copy

Strategic Writing: Multimedia Writing for Public Relations, Advertising and More, 2/e

Charles Marsh, University of Kansas

David W. Guth, University of Kansas

Bonnie Poovey Short, Short Solutions

Strategic Writing emphasizes the strategic, goal-oriented mission of high-quality media writing with clear, concise instructions for more than 40 types of documents relating to public relations, advertising, sales, marketing, and business communication.  Rich with numerous examples and a user-friendly "recipe" approach, Strategic Writing is ideal for teaching you to write successfully and strategically for various fields of business.

Features of the New Edition:

• Prepares you for success in multiple writing platforms including print, broadcast, and online/social media.
• Develops your skills and writing proficiency in a variety of strategic disciplines, including public relations, advertising, sales and marketing, and business communication.
• Broadens your understanding of how to use Social Media–including blogs, podcasts, social networks, content communities and wikis–to better prepare you for writing in the contemporary media environment.
• Features Tips for Visual Storytelling, a new section that includes specific strategies for designing and producing compelling visual stories for maximum audience understanding.
• Provides you with concise “recipes,” including examples and templates for each document, helping you write on deadline in or out of the classroom.

What reviewers are saying about Strategic Writing:

“I believe that it offers students the perfect balance of relevant information and application.”

-          Susan Daria, University of Alabama

“The book includes excellent examples of writing styles and techniques. It is well written and easy for students to understand.”

-          Gary Ford, Webster University

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Instructor's Manual (Download only) for Strategic Writing: Multimedia Writing for Public Relations, Advertising and More, 2/E
Marsh
©2009  |  Pearson  |  On-line Supplement; 128 pp  |  Live
ISBN-10: 0205627757  |  ISBN-13: 9780205627752

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PowerPoint Presentation for Strategic Writing: Multimedia Writing for Public Relations, Advertising and More, 2/E
Marsh
©2009  |  Pearson  |  On-line Supplement  |  Live
ISBN-10: 0205627773  |  ISBN-13: 9780205627776

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Exam Copy for Strategic Writing: Multimedia Writing for Public Relations, Advertising and More, 2/E
Marsh, Guth & Short
©2009  |  Pearson  |  Paper; 272 pp  |  Out of Stock
ISBN-10: 0205592120  |  ISBN-13: 9780205592128
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Study Card for Journalism and News Writing
Aucoin
©2010  |  Pearson  |  Study Card; 2 pp  |  Instock
ISBN-10: 0205755542  |  ISBN-13: 9780205755547
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Allyn & Bacon Digital Media Archive for Communication, Version 3.0, 3/E
Allyn & Bacon
©2005  |  Pearson  |  CD-ROM Only; 32 pp  |  Out of Stock
ISBN-10: 0205437095  |  ISBN-13: 9780205437092
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CPS RF Classroom Performance System
eInstruction
©2010  |  Pearson  |  Electronic Supplement  |  Available
ISBN-10: 020577864X  |  ISBN-13: 9780205778645
This online resource is available at no cost.
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iClicker Classroom Response System
iClicker & Allyn & Bacon/Longman
©2008  |  Pearson  |  Electronic Supplement  |  Available
ISBN-10: 0205594506  |  ISBN-13: 9780205594504
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InterWrite PRS RF (Personal Response System)
InterWrite PRS & Allyn & Bacon/Longman
©2005  |  Pearson  |  Electronic Supplement  |  Available
ISBN-10: 0205436951  |  ISBN-13: 9780205436958
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MySearchLab -- Standalone Access Card
Pearson
©2010  |  Pearson  |  Access Code Card  |  Instock
ISBN-10: 0205699413  |  ISBN-13: 9780205699414
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News Resources for Mass Communication -- Access Code Card
Allyn & Bacon
©2006  |  Pearson  |  Access Code Card  |  Instock
ISBN-10: 0205491235  |  ISBN-13: 9780205491230
URL:  http://www.ablongman.com/mc_newsSuggested retail price:  $26.80    Buy from myPearsonStoreNet price: $20.10  (What's this?)More Info

Pearson Allyn & Bacon Film Study Site Update (open Access)
Allyn & Bacon
©2011  |  Pearson  |  On-line Supplement  |  Live
ISBN-10: 0205737595  |  ISBN-13: 9780205737598
This online resource is available at no cost at http://www.abfilmstudies.com.
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What Every Student Should Know About Avoiding Plagiarism
Stern
©2007  |  Pearson  |  Paper; 80 pp  |  Instock
ISBN-10: 0321446895  |  ISBN-13: 9780321446893
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What Every Student Should Know About Citing Sources with APA Documentation: Updated for APA Sixth Edition, 2/E
Anderson, Carrell & Widdifield
©2010  |  Pearson  |  Paper; 80 pp  |  Instock
ISBN-10: 0205795811  |  ISBN-13: 9780205795819
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What Every Student Should Know About Citing Sources with MLA Documentation, Update Edition
Greer
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ISBN-10: 0205715117  |  ISBN-13: 9780205715114
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What Every Student Should Know About Listening
Brownell & Wolvin
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ISBN-10: 0205778070  |  ISBN-13: 9780205778072
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What Every Student Should Know About Practicing Peer Review
Trim
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ISBN-10: 0321448480  |  ISBN-13: 9780321448484
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What Every Student Should Know About Preparing Effective Oral Presentations
Cox
©2007  |  Pearson  |  Paper; 96 pp  |  Instock
ISBN-10: 0205505457  |  ISBN-13: 9780205505456
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What Every Student Should Know About Procrastination
Hoffman
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ISBN-10: 0205582117  |  ISBN-13: 9780205582112
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What Every Student Should Know About Researching Online
Munger & Campbell
©2007  |  Pearson  |  Paper  |  Instock
ISBN-10: 0321445317  |  ISBN-13: 9780321445315
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What Every Student Should Know About Study Skills
Pearson Longman
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ISBN-10: 0321447360  |  ISBN-13: 9780321447364
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What Every Student Should Know About Using a Handbook
Murray
©2009  |  Pearson  |  Paper; 80 pp  |  Instock
ISBN-10: 0205563848  |  ISBN-13: 9780205563845
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• Strategic Writing: Multimedia Writing for Public Relations, Advertising and More, CourseSmart eTextbook, 2/E
  Marsh, Guth & Short
  ©2009  |  Pearson  |  Electronic Book; 272 pp  |  Available
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