Writing for Strategic Communication Industries

by Jasmine Roberts

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Good writing skills are important in today’s competitive work environment. This is especially the case for communication-related professions such as public relations, brand communication, journalism, and marketing.

Description from LibreTexts.

Publisher
The Ohio State University
Subjects
Social Sciences, Communication
Licence
CC BY-NC 4.0, as LibreTexts states it. Non-commercial use only.
Who can read
Teens profiles and older, judged from its title and subjects

Contents

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  1. Front Matter
  2. TitlePage
  3. InfoPage
  4. Table of Contents
  5. About the Author
  6. Licensing
  7. Acknowledgments
  8. 1: Defining Strategic Communication
  9. 1.1: What is Strategic Communication?
  10. 1.2: Five Tenets of Strategic Communication
  11. 1.3: Skills needed in the strategic communication profession
  12. 1.4: Jobs in strategic communication
  13. 1.5: References
  14. 2: Media Writing - Conventions, Culture, and Style
  15. 2.1: The role of media in American society
  16. 2.2: Media Culture and Work Environment
  17. 2.3: The role of writing in strategic communication
  18. 2.4: Media writing skills and characteristics
  19. 2.5: References
  20. 3: Strategic Communication Ethics
  21. 3.1: Ethics Case Study
  22. 3.2: Code of Ethics
  23. 3.3: Defamation
  24. 3.4: Conflict of Interest
  25. 3.5: Plagiarism
  26. 3.6: Lack of Transparency
  27. 3.7: Misleading Advertisements
  28. 3.8: Corporate Social Responsibility
  29. 3.9: References
  30. 4: News Value
  31. 4.1: News value and the strategic communication professional
  32. 4.2: News value types (Part 1)
  33. 4.3: News value types (Part 2)
  34. 4.4: References
  35. 5: News Writing Basics
  36. 5.1: News story objective
  37. 5.2: Types of news stories
  38. 5.3: Inverted pyramid style
  39. 5.4: Summary lead
  40. 5.5: Body of the article
  41. 5.6: Attribution
  42. 5.7: Headlines
  43. 5.8: References
  44. 6: Feature Writing
  45. 6.1: The Purpose of Feature Writing
  46. 6.2: Feature writing versus traditional news writing
  47. 6.3: Feature Leads
  48. 6.4: Feature Article Organization
  49. 6.5: Feature writing devices
  50. 6.6: References
  51. 7: Public Relations Industry
  52. 7.1: What is public relations?
  53. 7.2: Four Models of Public Relations
  54. 7.3: Why do companies need public relations?
  55. 7.4: Public relations versus marketing versus advertising
  56. 7.5: General roles in public relations
  57. 7.6: References
  58. 8: Media Relations
  59. 8.1: What is Media Relations?
  60. 8.2: Working with journalists
  61. 8.3: Pitching to the media
  62. 8.4: References
  63. 9: Public Relations Writing
  64. 9.1: The role of writing in public relations
  65. 9.2: News writing versus public relations writing
  66. 9.3: The Press Release
  67. 9.4: Writing the Press Release
  68. 9.5: Press release structure and format
  69. 9.6: Press kit materials
  70. 9.7: References
  71. 10: Social Media - Uses and Messaging
  72. 10.1: What are social media?
  73. 10.2: Social media characteristics
  74. 10.3: The impact of social media in strategic communication industries
  75. 10.4: Factors to consider before posting
  76. 10.5: Creating social media messages
  77. 10.6: References
  78. 11: Advertising Industry
  79. 11.1: The Role of Advertising in Society
  80. 11.2: Job Responsibilities in Advertising
  81. 11.3: Advertising Campaign Model - Social Marketing
  82. 11.4: Creative brief
  83. 11.5: Copywriting
  84. 11.6: References
  85. 12: Creating a Writing Portfolio
  86. 12.1: Why create a writing portfolio?
  87. 12.2: Online versus Hardcopy Portfolios
  88. 12.3: Writing portfolio content
  89. 12.4: Other important points about the writing portfolio
  90. 12.5: References
  91. Back Matter
  92. Index
  93. Glossary
  94. Detailed Licensing