• About the Author


• Acknowledgments

Chapter 1: Defining Strategic Communication

• What is strategic communication?


• Five tenets of strategic communication


• Skills needed in the strategic communication profession


• Jobs in strategic communication


• References

Chapter 2: Media Writing--Conventions, Culture, and Style

• The role of media in American society


• Media culture and work environment


• The role of writing in strategic communication


• Media writing skills and characteristics


• References

Chapter 3: Strategic Communication Ethics

• Ethics case study


• Code of ethics


• Defamation


• Conflict of interest


• Plagiarism


• Lack of transparency


• Misleading advertisements


• Corporate social responsibility


• References

Chapter 4: News Value

• News value and the strategic communication professional


• News value types (Part 1)


• News value types (Part 2)

• References

Chapter 5: News Writing Basics

• News story objective


• Types of news stories


• Inverted pyramid style


• Summary lead


• Body of the article


• Attribution


• Headlines


• References

Chapter 6: Feature Writing

• The purpose of feature writing


• Feature writing versus traditional news writing


• Feature leads


• Feature article organization


• Feature writing devices


• References

Chapter 7: Public Relations Industry

• What is public relations?


• Four models of public relations


• Why do companies need public relations?


• Public relations versus marketing versus advertising


• General roles in public relations


• References

Chapter 8: Media Relations

• What is media relations?


• Working with journalists


• Pitching to the media


• References

Chapter 9: Public Relations Writing

• The role of writing in public relations


• News writing versus public relations writing


• The press release


• Writing the press release


• Press release structure and format


• Press kit materials


• References

Chapter 10: Social Media--Uses and Messaging

• What are social media?


• Social media characteristics


• The impact of social media in strategic communication industries


• Factors to consider before posting


• Creating social media messages


• References

Chapter 11: Advertising Industry

• The role of advertising in society


• Job responsibilities in advertising


• Advertising campaign model: Social marketing


• Creative brief


• Copywriting


• References

Chapter 12: Creating a Writing Portfolio

• Why create a writing portfolio?


• Online versus hardcopy portfolios


• Writing portfolio content


• Other important points about the writing portfolio


• References