Writing for Strategic Communication

15 Episodes

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Review and Reflect

2013-06-0632:45

This is the last lecture in the Writing for Strategic Communication series. (Thanks for your time and interest.) It reviews the 12 previous lectures and reflects on the most important aspects from each lecture including the lecturer's favourite aspects of written communication - clear objectives, correct punctuation, appropriate tone and a love of letters. Copyright 2013 Karen Morath / La Trobe University, all rights reserved. Contact for permissions.

Speechwriting

2013-05-3140:15

If you are the speech writer, and that is not unusual in strategic communication jobs, then you will need to learn to put words into someone else's mouth. That means understanding the role and power of speeches, the differences between the written and the spoken word and finding just the right words and tone for the speaker's voice and the objective of the speech. This lecture is about all of that. And there are tips for when you are the speaker too. Copyright 2013 Karen Morath / La Trobe University, all rights reserved. Contact for permissions.

Visualisation and Gamification

2013-05-2334:13

While writing may still be the 'main game' in strategic communication, this lecture explores how it is being joined by visuals and games in one of the most significant changes to the practice since forever. This lecture also looks at the impact of content marketing and citizen journalism. Copyright 2013 Karen Morath / La Trobe University, all rights reserved. Contact for permissions.

Writing as Thought Leadership

2013-05-1649:59

Bold and authoritative strategic communication writing can be the key to establishing a platform as a thought leader for an individual or an organisation. This lecture looks at the notion of thought leadership, some examples of thought leaders and key aspects of building a leadership platform. Copyright 2013 Karen Morath / La Trobe University, all rights reserved. Contact for permissions.

The Role of Media Releases

2013-05-0955:26

This lecture describes the elements of writing a media release, what to include, things to avoid, some tips from George Orwell and more. Copyright 2013 Karen Morath / La Trobe University, all rights reserved. Contact for permissions.

The Writer’s Toolbox – Some ‘How-To's’

2013-05-0219:31

We look at media releases next lecture but here are the other key calling cards of strategic communication writers. This lecture looks at interviewing, note-taking and quoting and writing feature articles and profile pieces. Copyright 2013 Karen Morath / La Trobe University, all rights reserved. Contact for permissions.

The Professional Writing Process

2013-05-0231:08

One of the balancing acts of strategic communication writing is meeting the needs and wants of the client or the boss while writing something that actually meets its strategic objective. This lecture explores the professional writing process from taking a brief to delivering the finished work. Copyright 2013 Karen Morath / La Trobe University, all rights reserved. Contact for permissions.

The Professional Writing Process (handout)

2013-05-02--:--

Writing for Print

2013-04-1841:33

The impact of social media is seeing a decline in the use of print in strategic communication but this also represents an opportunity for communicators. This lecture looks at the strategic use of letters, writing for print media and for print production. Copyright 2013 Karen Morath / La Trobe University, all rights reserved. Contact for permissions.

Writing for Social Media

2013-04-1153:13

Is tweeting a profession now? Hell yeah. And writing for social media is about to become shift work. This lecture looks at the changing role of strategic communicators in organisations and how writing for blogs, FaceBook and Twitter, amongst others, is different from print. It also discusses some of the principles of successful social media marketing. Copyright 2013 Karen Morath / La Trobe University, all rights reserved. Contact for permissions.

Tone, Style and... Punctuation

2013-03-2850:07

Can strategic communication achieve world peace? But of course. Nothing else can or will. Hence the importance of developing written strategic communication skills and using them to achieve good in the world, starting with where you work right now. Copyright 2013 Karen Morath / La Trobe University, all rights reserved. Contact for permissions.

Who are Strategic Communicators?

2013-03-2152:57

Who are Strategic Communicators? (handout)

2013-03-21--:--1

Great Writing. What is it? What Does it Achieve?

2013-03-1444:13

To be able to apply our written strategic communication skills, first we need to understand the power of the written word to MOVE people. From Elvis and Mark Twain to the principles of persuasion, we explore what makes writing ‘great’ and how it is used as a tool of strategic communication. Copyright 2013 Karen Morath / La Trobe University, all rights reserved. Contact for permissions.

Writing for Strategic Communication

2013-03-0748:041

In this introductory lecture, we look at what strategic communication is and the role writing plays in effective strategic communication. We discuss some examples of types of strategic communication writing and do some media analysis to seek to identify the impact strategic communication writing has on the media. Copyright 2013 Karen Morath / La Trobe University, all rights reserved. Contact for permissions.

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Sep 23rd

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Jan 20th

#box-pro-ellipsis-173483562906085{-webkit-line-clamp:2;}Writing for Strategic Communication

Durgan Kitty

Michael Scott