Jasmine Roberts

CC BY

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