Strategic writing : multimedia writing for public relations, advertising, sales and marketing, and business communication / Charles Marsh, David W. Guth, Bonnie Poovey Short.

Includes index.

Introduction, how this book works -- Strategic writing: Importance of good writing; Writing process; Writing for electronic media; Integrated marketing communications; Ethics ans strategic writing; Diversity and strategic writing; persuasion and strategic writing; Law and strategic writing; jobs in strategic writing -- Strategic writing in public relations: News release guidelines; Media kit guidelines; Newsletter and magazine stories; Annual reports; Speeches; Web writing -- Strategic writing in advertising: Strategic message planners; Print advertisements; Radio advertisements; Television advertisements; Radio and TV promotions; Radio and TV public service announcements -- Strategic writing in sales and marketing: Proposals; Brochures; Sales letters; Direct-mail packages; Fund -raising letters; Collection letters -- Strategic writing in business communication: Business letters; Resumes; Memoranda; Company announcements; Policy and procedure documents; Business reports -- Appendixes: Concise guide to punctuation; Concise guide to grammar; Concise guide to style; ACT agenda, an editing and proofreading system; tips for oral presentations; Gunning fog index.

[This text] emphasizes the strategic, goal-oriented mission of good media writing. [It] prepares students for a convergent, multidisciplinary world by featuring writing for print, broadcast, and online media in a variety of strategic discipline: public relations, advertising, sales and marketing, and business communication. -Back cover.