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Business Information Review
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Business writing for strategic communications

The marketing and communications mix

Alison Scammell

Provides an outline of the role of business writing in the communications strategy of an organization, department or information service. Makes clear that writing is a fundamental business skill and that the quality of an organization's communications activity can affect its survival. Offers an overview of some of the tools, methods, formats and media available for use in a communications campaign. Explains the connections between marketing and communications and reviews the various available communication tools. Outlines the general principles of business writing and then discusses the requirements of different media and formats. These include: websites, intranets and extranets; blogs; press or news releases; letters to the editor; newsletters; marketing literature; and reports. Concludes that, although business writing may seem to be bound by rules and standards, it is a very creative activity once the writer has developed a public relations or communications mindset.

Key Words: blogs • business • communications • direct mail • extranet • intranet • letter writing • marketing literature • news releases • newsletters • press releases • report writing • web • weblogs • writing

Business Information Review, Vol. 23, No. 1, 43-49 (2006)
DOI: 10.1177/0266382106063060
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