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About the Author
Acknowledgments
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, Slander, and Libel
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. News story objective
25. Types of news stories
26. Summary lead
27. Headlines
28. Inverted pyramid style
29. Attribution
30. Body of the article
31. References
32. The purpose of feature writing
33. Feature writing versus traditional news writing
34. Feature leads
35. Feature article organization
36. Feature writing devices
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. The role of writing in public relations
45. News writing versus public relations writing
46. The press release
47. Writing the press release
48. Press release structure and format
49. Press kit materials
50. References
51. What are media relations?
52. Working with journalists
53. Pitching to the media
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. Other important points about the writing portfolio
69. Online versus hardcopy portfolios
70. Writing portfolio content
71. References
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Writing for Strategic Communication Industries Copyright © 2016 by Jasmine Roberts-Crews is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License, except where otherwise noted.