Communications Writing and Design: The Integrated Manual for Marketing, Advertising, and Public Relations

Communications Writing and Design is an integrated, project–based introduction to effective writing and design across the persuasive domains of communication. Focusing on the increasingly cross–disciplinary nature of contemporary communication work, this primer prepares students to work in these integrated environments.

First, students develop a strong foundation of core writing and design skills through professionally–designed examples that illustrate and reinforce key principles. Then, 15 projects in marketing, advertising, public relations, and social media allow readers to learn and analyze techniques by creating projects themselves.

Each chapter includes strategy suggestions, practical tips, and professional production techniques, along with a variety of pedagogical features: learning objectives, mnemonics, real–life applications, chapter references, and end–of–chapter summaries and exercises. A companion website with multimedia slides, exam questions, learning videos, and design guides provides additional learning tools for students and instructors.

Written by an experienced communications professional and instructor, Communications Writing and Design teaches today s communications students the skills they need to be successful and effective.

Acknowledgements vii

Foreword ix

Preface xi

1. The Connectivity between Research, Writing, and Design 1

2. Writing Technical, Persuasive, and News Communication 9

3. Communication Design 45

4. Creative Research Methods 83

5. Design Tools 103

6. Marketing Projects 123

7. Advertising Projects 145

8. Public Relations Projects 163

9. Social Media for Marketing, Advertising, and Public Relations 191

Index 199