Writing for Strategic Communication Industries

(3 reviews)

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Jasmine Roberts, Ohio State University

Pub Date: 2016

ISBN 13:

Publisher: Ohio State University Libraries

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Reviewed by Rebecca Curnalia, Associate Professor, Youngstown State University, on 4/12/2017.

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

 

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Reviewed by Carol Madere, Associate Professor, Southeastern Louisiana University, on 6/21/2017.

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

 

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Reviewed by Joe Staniunas, Jr., Special Purpose Faculty, Radford University, on 8/16/2017.

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

 

Table of Contents

About the Author
Acknowledgments
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

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

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

Chapter 4: News Value

  • News value and the strategic communication professional
  • News value types (Part 1)
  • News value types (Part 2)
  • References

Chapter 5: News Writing Basics

  • News story objective
  • Types of news stories
  • Inverted pyramid style
  • Summary lead
  • Body of the article
  • Attribution
  • Headlines
  • References

Chapter 6: Feature Writing

  • The purpose of feature writing
  • Feature writing versus traditional news writing
  • Feature leads
  • Feature article organization
  • Feature writing devices
  • References

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

Chapter 8: Media Relations

  • What is media relations?
  • Working with journalists
  • Pitching to the media
  • References

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

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

Chapter 11: Advertising Industry

  • The role of advertising in society
  • Job responsibilities in advertising
  • Advertising campaign model: Social marketing
  • Creative brief
  • Copywriting
  • References

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

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

Author(s)

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.