Strategic Writing

Featuring examples of strategic writing throughout the book, this practical, multidisciplinary text takes students through the fundamental concepts, genres, and techniques of writing for strategic communicators to connect with their publics. The book contains concise instructions for writing the key multimedia documents in strategic communication, each with an example in the text. Short, practice-oriented chapters each cover a key theme, principle or writing topic. This sixth edition features: new and more diverse examples; additional references on legal and ethical guidance, technical tools and other resources used by practicing professionals; a new Audience Persona chapter; and incorporation of digital trends, such as increased use of images, video and user-generated content as well as evolutions in mobile marketing and other emerging platforms. Strategic Writing, Sixth Edition is an essential textbook for undergraduate courses in public relations, advertising and strategic communication writing, particularly those that take a multidisciplinary approach. Online resources are also included to support instructors and students. Faculty will find sample assignments with rubrics and lecture slides. Students will find practice quizzes for each section; nine-step strategic writing process guidance with helpful links for each step; and examples, templates and online articles demonstrating strategic writing in practice. Please visit www.routledge.com/cw/hendershot.