Writing for Strategic Communication Industries
Jasmine Roberts, Ohio State University
Pub Date: 2016
Publisher: Ohio State University Libraries
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I was skeptical at first that a textbook with such a broad scope could adequately cover writing practices across three separate fields. However, this book does an excellent job in terms of both differentiating between media, PR and advertising... read more
I appreciate the breadth of coverage of this book, to focus on news writing (hard & feature news), as well as strategic writing in public relations and advertising. I could see adopting this for a Media Writing class that covers both... read more
This book not only covers news writing and writing for public relations, advertising, and social media, but also how writing functions within various industries. The public relations chapter could include more variety in public relations writing... read more
The text offers a comprehensive look at the roles and responsibilities of professionals in the strategic communications industry. The index clearly outlines the topics covered, broken down by macro and micro subject areas. As an educator, I find... read more
This textbook covers most areas of journalism and public relations writing and covers the basic introductory principles needed in strategic communication writing . It does not cover the strategic communication skills needed in advertising writing... read more
I appreciate the macro to micro organization of the chapters, especially the section on social media. I felt a chapter on risk and crisis communication would further enhance this work. I felt information about PRSA and PRSSA would be helpful when... read more
As a professor who focuses on public relations (as opposed to advertising or marketing), the book provides a good general overview for the areas relevant to students in the courses I teach (in particular, my principles of PR course, or as... read more
The text is a wide-ranging overview of the key topics in strategic communications, ranging from the conceptual ("Defining Strategic Communications") to the practical ("Creating a Writing Portfolio".) It is a short text at 126 pages, and the... 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... 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... 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... read more
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.