I. Strategic Writing. Introduction: How This Book Works.
What Is Strategic Writing?
The Importance of Good Writing.
The Writing Process .
Writing for Electronic Media.
Integrated Marketing Communications.
Ethics and Strategic Writing.
Diversity and Strategic Writing.
Persuasion and Strategic Writing.
The Law and Strategic Writing.
Jobs in Strategic Writing.
II. Strategic Writing in Public Relations. Public Relations.
News Release Guidelines.
Announcement News Releases.
Feature News Releases.
Hybrid News Releases.
Short Teaser News Releases.
Media Advisories.
Pitch Letters.
Radio News Releases.
Video News Releases.
Media Kit Guidelines.
Backgrounders.
Fact Sheets.
Photo Opportunity Sheets.
Newsletter and Magazine Stories.
Annual Reports.
Speeches.
Web Writing.
III. Strategic Writing in Advertising. Advertising.
Strategic Message Planners.
Print Advertisements.
Radio Advertisements.
Television Advertisements.
Radio and TV Promotions.
Radio and TV Public Service Announcements.
IV. Strategic Writing in Sales and Marketing. Sales and Marketing.
Proposals.
Brochures.
Sales Letters.
Direct-Mail Packages.
Fund-Raising Letters.
Collection Letters.
V. Strategic Writing in Business Communication. Business Communication.
Business Letters.
Good-News Letters.
Bad-News Letters.
Request Letters.
Job-Request Letters.
Resumes.
Memoranda.
Company Announcements.
Policy and Procedure Documents.
Business Reports.
VI. Appendices. A Concise Guide to Punctuation.
A Concise Guide to Grammar.
A Concise Guide to Style.
The ACT Agenda: An Editing and Proofreading System.
Tips for Oral Presentations.
The Gunning Fog Index.
