Strategic Writing: Multimedia Writing for Public Relations, Advertising and More

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Angie Hendershot (The University of Kansas, USA) Lisa Loewen (The University of Kansas, USA)

Strategic Writing

Multimedia Writing for Public Relations, Advertising and More

Angie Hendershot (The University of Kansas, USA), Lisa Loewen (The University of Kansas, USA), Charles Marsh (University of Kansas, USA) , David W. Guth (University of Kansas, USA.)

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English

Routledge
19 March 2024

Communication studies; Advertising; Public relations

Featuring examples of strategic writing throughout the book, this practical, multidisciplinary text takes students through the fundamental concepts, genres, and techniques of writing for strategic communicators to connect with their publics.

The book contains concise instructions for writing the key multimedia documents in strategic communication, each with an example in the text. Short, practice-oriented chapters each cover a key theme, principle or writing topic. This sixth edition features: new and more diverse examples; additional references on legal and ethical guidance, technical tools and other resources used by practicing professionals; a new Audience Persona chapter; and incorporation of digital trends, such as increased use of images, video and user-generated content as well as evolutions in mobile marketing and other emerging platforms.

Strategic Writing, Sixth Edition is an essential textbook for undergraduate courses in public relations, advertising and strategic communication writing, particularly those that take a multidisciplinary approach.

Online resources are also included to support instructors and students. Faculty will find sample assignments with rubrics and lecture slides. Students will find practice quizzes for each section; nine-step strategic writing process guidance with helpful links for each step; and examples, templates and online articles demonstrating strategic writing in practice. Please visit www.routledge.com/cw/hendershot.

By: Angie Hendershot (The University of Kansas USA), Lisa Loewen (The University of Kansas, USA), Charles Marsh (University of Kansas, USA), David W. Guth (University of Kansas, USA.), Bonnie Poovey Short
Imprint: Routledge
Country of Publication: United Kingdom
Edition: 6th edition
Dimensions: Height: 254mm, Width: 178mm,
Weight: 720g
ISBN: 9781032461069
ISBN 10: 1032461063
Pages: 340
Publication Date: 19 March 2024
Audience: College/higher education , Professional and scholarly , Primary , Undergraduate
Format: Paperback
Publisher's Status: Active

Angie Hendershot is Professor of the Practice in the William Allen White School of Journalism and Mass Communications, University of Kansas, USA. Lisa Loewen is Lecturer in the William Allen White School of Journalism and Mass Communications, University of Kansas, USA. Charles Marsh is Professor Emeritus of Journalism and Mass Communications at the University of Kansas. His primary areas of research involve public relations, theories of cooperation and classical rhetoric. David W. Guth is Associate Professor Emeritus at the William Allen White School of Journalism and Mass Communications, University of Kansas. His areas of special research interest are crisis communication, political communication and public relations history. Bonnie Poovey Short was founder of Short Solutions, an award-winning editorial and creative services firm that specialized in the healthcare field. Though now retired, she also taught at the university level and served as communications coordinator for a school district.

Reviews for Strategic Writing: Multimedia Writing for Public Relations, Advertising and More

“This is an excellent overview of the wide range of writing types and skills that today’s students need to understand. It’s an excellent teaching base upon which to build. “ Russell. Mack, J.D., Instructor, Texas Christian University, USA. “This new edition is an impressive update to an already essential textbook for public relations and advertising writing students. The updated PR and social media writing sections are packed with insights for students on the reasons behind specific styles of written documents that are critical for the way today’s students learn. It’s already earned a prominent place on my bookshelf and in my classrooms.” Debra Bethard-Caplick, MS,MBA,APR, Founder, Quicksilver Edge Strategic Communications and Adjunct Instructor, Loyola University Chicago, USA