Writing for Strategic Communication Industries
Free
The publisher has enabled DRM protection, which means that you need to use the BookFusion iOS, Android or Web app to read this eBook. This eBook cannot be used outside of the BookFusion platform.
Description
Contents
Reviews
Language
Unknown
ISBN
Unknown
Writing for Strategic Communication Industries
Writing for Strategic Communication Industries
Contents
About the Author
Acknowledgments
I
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
II
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
III
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
IV
Chapter 4: News Value
News value and the strategic communication professional
News value types (Part 1)
News value types (Part 2)
References
V
Chapter 5: News Writing Basics
News story objective
Types of news stories
Inverted pyramid style
Summary lead
Body of the article
Attribution
Headlines
References
VI
Chapter 6: Feature Writing
The purpose of feature writing
Feature writing versus traditional news writing
Feature leads
Feature article organization
Feature writing devices
References
VII
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
VIII
Chapter 8: Media Relations
What is media relations?
Working with journalists
Pitching to the media
References
IX
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
X
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
XI
Chapter 11: Advertising Industry
The role of advertising in society
Job responsibilities in advertising
Advertising campaign model: Social marketing
Creative brief
Copywriting
References
XII
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
The book hasn't received reviews yet.
