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About the Author
Acknowledgments
Acknowledgements: eCampusOntario
1. What is strategic communication?
2. Five tenets of strategic communication
3. Skills needed in the strategic communication profession
4. Jobs in strategic communication
5. References
6. The role of media in American society
7. Media culture and work environment
8. The role of writing in strategic communication
9. Media writing skills and characteristics
10. References
11. Ethics case study
12. Code of ethics
13. Defamation
14. Conflict of interest
15. Plagiarism
16. Lack of transparency
17. Misleading advertisements
18. Corporate social responsibility
19. References
20. News value and the strategic communication professional
21. News value types (Part 1)
22. News value types (Part 2)
23. References
24. The purpose of feature writing
25. Feature writing versus traditional news writing
26. Feature leads
27. Feature article organization
28. Feature writing devices
29. References
30. News story objective
31. Types of news stories
32. Summary lead
33. Attribution
34. Headlines
35. Body of the article
36. Inverted pyramid style
37. References
38. What is public relations?
39. Four models of public relations
40. Why do companies need public relations?
41. Public relations versus marketing versus advertising
42. General roles in public relations
43. References
44. What is media relations?
45. Working with journalists
46. Pitching to the media
47. References
48. The role of writing in public relations
49. News writing versus public relations writing
50. The press release
51. Writing the press release
52. Press release structure and format
53. Press kit materials
54. References
55. What are social media?
56. Factors to consider before posting
57. The impact of social media in strategic communication industries
58. Social media characteristics
59. Creating social media messages
60. References
61. The role of advertising in society
62. Job responsibilities in advertising
63. Advertising campaign model: Social marketing
64. Creative brief
65. Copywriting
66. References
67. Why create a writing portfolio?
68. Writing portfolio content
69. Online versus hardcopy portfolios
70. Other important points about the writing portfolio
71. References
Finley, K. (2014). How to bootstrap your PR like a BOSS. Retrieved from: http://www.thinkbelle.com/resources/
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Writing for Strategic Communication Industries Copyright © 2016 by Jasmine Roberts is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License, except where otherwise noted.