Writing for Strategic Communication Industries
Jasmine Roberts, Ohio State University
Pub Date: 2016
Publisher: Ohio State University Libraries
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As a broad, basic primer on communication in news, public relations and advertising the text provides a solid overview of contemporary rules and read more
As a broad, basic primer on communication in news, public relations and advertising the text provides a solid overview of contemporary rules and guidelines in these fields. Devoting a whole chapter to ethics is a bonus. What a teacher would have to add is how to do it, and do it well. For example, writing clear, simple messages to an audience is a main theme; just how the student is supposed to do that, such as using words of a single syllable as much as you can, isn't spelled out.
The author's done her homework. It's clear that she did a lot of research and made sure the text had no miscues.
Most of the case studies come from the past 1-2 years and are relevant to the topics being discussed.
Clear, simple language shows up throughout the text. No inside baseball, nor long-winded academic mush.
Very consistent. The main themes stated in the opening overview are referenced throughout the text.
Each chapter is about the same length, has the same number of pages and sections, with lots of subheads. A teacher could also move modules around; each is self-contained, yet still consistent with the main ideas and themes. It is a short book to base an entire semester on, but could work as the focus of the first quarter or half of a semester.
The progression works well: from broad overview of the field of strategic communication to the specific disciplines focused on different messages for different audiences.
The charts and other graphics are comprehensive but not too busy. The links to supplemental materials opened smoothly. One video in the copywriting section was missing. A couple of the videos that had music beds needed better balance, I think, with the voice track; the music tended to overpower the narration and was somewhat distracting.
No grammar or spelling issues appeared.
The images, videos and examples showed diversity, though most of the video commentary comes from people at the author's university or the immediate area.
More examples of good writing...and bad!...would be of great help to any instructor who might use this book. Some suggested exercises would be handy as well. But it's a very effective piece of work, a text that would give communication majors a solid foundation in strategic communication.
The information the author has included is very good, especially augmented as it is with videos. However, it is described as "a practical writing read more
The information the author has included is very good, especially augmented as it is with videos. However, it is described as "a practical writing guide for those interested in a public relations, marketing communication, or advertising career" and there is no chapter dedicated to marketing communication. The ethics chapter lacks information on protecting privacy and I think there should be a chapter on web writing. Also, in Chapter 11, the copywriting page still has "insert video" instead of the actual video.
The content appears to be accurate, error-fee and unbiased. It also seems to be very current.
The content is relevant and up-to-date, especially with its chapter on social media messaging. Necessary updates should be relatively easy to implement.
This is actually one of the book's best features. It not only describes how to write well, but also exemplifies how to write well.
Both the text and layout of chapters are internally consistent. The reader finds exactly what s/he expects to find.
The text would be easy to assign as smaller reading sections during the course.
There is definitely an internal logic to the organization/structure/flow to this text. It is clear and coherent.
The text is free of interface issues (with the exception of the mission video I mentioned previously). The navigation is simple and logical. Charts display beautifully.
I did not find grammatical errors, nor would I expect to with a writer of this quality.
I was impressed with the cultural relevance of the text. There is one example of Starbucks' campaign to initiate conversations about race and how the public reacted to that. Another example regarding Malaysian Airlines offered some international cultural relevance.
I would use this book for online strategic communication classes. I like its contents (though I would like to see more on marketing communication), its presentation and its videos.
This text is a brief introduction to the professional standards for and types of strategic communication careers. It covers a few of the most read more
This text is a brief introduction to the professional standards for and types of strategic communication careers. It covers a few of the most essential aspects of public relations and advertising to give students a sense of what they will need to know and be able to do to be prepared for these careers. I would like to see a bit more discussion of the important role that data plays in writing for PR, marketing, and advertising as well; perhaps outline and define the types of data professionals collect, analyze, and report in the planning, implementation, and evaluation of campaigns.
The content is accurate and incorporates some of the recent scholarship on PR and advertising and highlights recent industry trends.
The text makes use of recent examples, such as Trump's campaign and Volkswagen's emissions scandal. If the book is updated regularly, then it will remain relevant.
The book is well-written for undergraduate students in an introductory communication course. It is also written in a style that reflects the conventions and tone of professional communication.
Throughout the text, the content is presented using consistent format and voice. It would have been helpful to have activities or discussion questions more consistently throughout the chapters.
This textbook is organized into brief segments and each chapter is a clear, self-contained explanation of a writing style or career option. Thus chapters could be reordered or omitted to meet the needs of a given course.
The book is well organized in its current format, moving from essential specific writing skills to different career paths.
I appreciated that the book included links to examples, links to additional resources for more-indepth reading, and videos from professionals. One of the videos that covered copyrighting was missing at the time of this review (p. 65).
I did not see any grammatical errors.
The textbook covered a range of professional ethics violations, current events, PR successes and failures in different platforms, celebrities, and products as examples.
This book would be a good read for students in their first week or two of a PR, media relations, professional communication, or strategic communication program of study. It would be useful to students who are considering a career as a communication professional to help orient them to the skills they will need to develop throughout their coursework and internship experiences in college.
Table of Contents
About the Author
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
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
Chapter 3: Strategic Communication Ethics
- Ethics case study
- Code of ethics
- Conflict of interest
- Lack of transparency
- Misleading advertisements
- Corporate social responsibility
Chapter 4: News Value
- News value and the strategic communication professional
- News value types (Part 1)
- News value types (Part 2)
Chapter 5: News Writing Basics
- News story objective
- Types of news stories
- Inverted pyramid style
- Summary lead
- Body of the article
Chapter 6: Feature Writing
- The purpose of feature writing
- Feature writing versus traditional news writing
- Feature leads
- Feature article organization
- Feature writing devices
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
Chapter 8: Media Relations
- What is media relations?
- Working with journalists
- Pitching to the media
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
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
Chapter 11: Advertising Industry
- The role of advertising in society
- Job responsibilities in advertising
- Advertising campaign model: Social marketing
- Creative brief
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
About the Book
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. Writing for Strategic Communication Industries emphasizes practical application of academic inquiry to help readers improve their writing skills. This book gives readers:
- Straightforward chapters that use real-world examples to illustrate key points.
- Discussion of different writing styles and techniques.
- Examples of communication materials such as press releases, creative briefs, feature articles, and more.
- Embedded videos of insights from communication professionals.
- Tips on pitching to the media.
- A collection of popular sources for further explanation.
About the Contributors
Jasmine Roberts is a strategic communication lecturer in the School of Communication at The Ohio State University. She teaches classes in public communication campaigns, writing for strategic communication, persuasive communication, and public speaking. Roberts earned her bachelor’s degree in communication studies and Spanish at the University of Michigan and her master’s degree in communication at the University of Illinois at Urbana-Champaign. She has experience as a marketing and public relations professional for nonprofit, entertainment, and banking industries in the United States and Spain.
Roberts is also the contributing author of “Effective Public Speaking–A Top Hat Interactive Text.” Her current pedagogical interests include project-based learning and global education. She specifically enjoys assisting undergraduate students in applying theories and skills to real-world projects and problems.