Writing for Public Relations and Strategic Communication equips students with the knowledge, skills, and tools they need to write persuasively. The book underscores the importance of strategic analysis at the beginning of the writing process. Utilizing an audience-centered perspective, it shows how persuasive writing emerges organically after critically assessing the goals of an organization's message in light of its intended audience. Students learn essential strategic thinking and planning skills to create effective and intentional writing. The book presents the theoretical underpinnings of behavior, which students can then employ to generate prose that prioritizes the audience's reasons for attending to the message. The book is unique in presenting a primer on communication, persuasion, and moral theories that provides students a roadmap for constructing effective, ethical arguments. Throughout, anecdotes, examples, quizzes, and assignments help connect theory to practical, real-world applications. Writing for Public Relations and Strategic Communication helps readers build their persuasive writing skills for professional and effective public relations, employing unique strategies and tactics, such as: A generative writing system that helps students identify and organize important information to produce quality prose, then adapt it to various media, on deadline. Interactive walkthroughs of writing examples that deconstruct prose, offering students insights not just into what to write, but how and why practitioners make strategic choices-down to the word level. Long-form scenario prompts that allow students to hone their persuasive writing, editing, and communication management skills across an array of platforms. Three two-chapter modules where the first chapter demonstrates how to write effective prose for a particular channel and the second offers practical help in delivering those products through message-delivery channels. Detailed case studies demonstrating how to translate research and planning into storytelling that addresses organizational problems. Unique chapters building important analytical literacies, such as search engine optimization tactics, marketing statistics analysis and data-driven audience targeting methods.

Teaching writing is not for the faint of heart, but it can be a tremendous gift to teachers and students. Students often approach writing courses with trepidation because they think of writing as a mystical and opaque process. Teachers often approach these same courses with dread because of the enormous workload and the often-unpolished skills of new writers. This approachable composition textbook for beginning writers contends that writing can be a better experience for everyone when taught as an empathetic and respectful conversation. In a time in which discourse is not always civil and language is not always tended carefully, a conversation-based writing approach emphasizes intention and care. Written by a teacher with more than fifteen years of experience in the college writing classroom, Composition as Conversation explores what happens when the art of conversation meets the art of writing. Heather Hoover shows how seven virtues--including curiosity, attentiveness, relatability, open-mindedness, and generosity--inform the writing process and can help students become more effective writers. She invites writers of all skill levels to make meaningful contributions with their writing. This short, accessible, and instructive book offers a reflective method for college-level writing and will also work well in classical school, high school, and homeschool contexts. It demystifies the writing process and helps students understand why their writing matters. It will energize teachers of writing as they encourage their students to become careful readers and observers, intentional listeners, and empathetic arguers. The book also provides helpful sample assignments.