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The Craft of Corporate Journalism is a dynamic reference guide for business journalists, corporate communicators, and writers and editors of organizational publications. It is an indispensable manual that will be used daily by beginners and seasoned corporate writers/editors alike in the daily business of crafting creative organizational publications. Lionel Fisher writes in a fresh, down-to-earth style honed by his forty-five years of experience as a corporate communicator, newspaper correspondent/columnist, advertising/public relations creative director-copy chief, and as a freelance writer specializing in business-sales-marketing-organizational communications. He provides essential, hands-on counsel, instruction and advice on the esoteric challenges of corporate writing. The seminal message Fisher conveys is that business-related magazines, newsletters, ezines, and other organizational publications need not be dull, dry, or merely informational. Rather, corporate journalists must earn and sustain the interest of their readers, which can only be done with powerful writing. His descriptive instruction and crisp counsel is packed with riveting examples of journalistic and business prose to illustrate critical points as he teaches organizational communicators how to write. The author's engaging, iconoclastic style instructs on the essentials of corporate and business writing: How to craft powerful leads; compose and edit articles with the proper structure, pace, and flow; nurture creativity; dissolve writer's block and interview effectively. But organizational communicators must do more than just produce outstanding feature and news stories. They are also responsible for organizing their material into attractive, seductive packages. They must target and involve readers; present appetizing arrays of news and feature stories; define and tailor their publications; set stylistic guidelines; motivate correspondents; and much, much more.Contraportada:
This dynamic guide for business journalists and corporate communicators contains the most useful information on crafting news and feature stories, planning and producing corporate publications, and earning credibility and reader attention. It is a valuable reference that will be used again and again by both beginners and seasoned corporate writers and editors in their daily business of creating communication materials. Written in a fresh, spirited, authoritative style, The Craft of Corporate Journalism is a departure from the usual pedantic approach to corporate communication. Fisher provides down-to-earth advice that is based on the insights from his thirty-five years of hands-on experience as a corporate communications manager and consultant. The message that Fisher conveys is that business-related newsletters, magazines, and other publications need not be dull, dry, or merely informational. Rather, corporate journalists need to earn and keep the attention of their readers. The book is packed with examples of journalistic and business prose, illustrating important points and teaching corporate journalists how to write. This book provides the essentials of corporate writing, including how to craft powerful leads; write stories with the proper structure, pace, and flow; nurture creativity; dissolve writer's block; and interview effectively. But corporate communicators do much more than just write outstanding feature articles and news stories; they are also responsible for organizing those articles and stories into attractive packages. They must target and involve readers; present an appetizing array of stories; shape and tailor publications; set stylistic guidelines; motivatecorrespondents; and much more. All of these facets are explored by Lionel Fisher. This comprehensive coverage makes the book a unique and necessary reference for corporate communicators.
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