Writing for Strategic Communication Industries
Free

Writing for Strategic Communication Industries

By Unknown
Free
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Book Description
Table of Contents
  • 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
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