Digital Media Writing for Strategic Communication
Lead Author(s): Karen Freberg, Emily Kinsky, Amber Hutchins
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This textbook will provide you a window into the growing area of specialization that is digital and visual media.
Welcome to Strategic Communication Writing through Digital and Visual Media! This textbook will provide you a window into the growing area of specialization that is digital and visual media. We have heard over the years many elements of what it takes to be an effective strategic communicator, but these perceptions can range from being real, to overly hyped.
What have been some of the things you have heard about strategic communications related to social and digital media? Here are some of the things you may have heard in the workplace or from others:
- Just hire an intern! They are digital media experts!
- Social media is easy. All you do is post on Insta or Snap all day.
- Analytics = Math. I want to work in social media but I do not want to do math.
Yes, these are just some of the things we all hear about in the field. All of these points are not true. Digital natives are indeed on social media - we have seen this with Millennials and Generation Z. They may be managing very well how they use social media for personal reasons. However, when it comes to professional actions and strategies for the industry, this is where the differences come forward.
Let's make sure we are all on the same page here. Yes, social and digital media can be a lot of fun, but this is an industry that requires a lot of creativity, scientific research, and writing. Writing is probably one of the most important roles we have to invest in for social media and digital media. We have to embrace not only our own brand voices, but understand how to write and present a voice that represents another brand across not just one platform, but many in a consistent manner. In addition, we have to be up to date with the latest trends, cases, and expectations the field and others expect of us.
This is where this book comes into play.
The goal of this book is to provide students with an integrated, engaging, and strategic focus on not only what strategic communication is as a profession and industry. Most books have focused on specific areas or ties to marketing, public relations, or communication marketing. However, this book hopes to provide actionable insights, real world examples, and exercises that tie in the growing changes and expectations the field is expecting future professionals to have. The book is broken into several chapters for strategic mindset approaches (Chapters 1-4), and types of content that could be created and executed creativity and strategically (Chapters 5-10).
We hope you enjoy this book and what it offers to you in your career and classes. Please provide us with feedback and comments – we would love to hear from you all and together, we can make strategic communications a truly remarkable field and discipline to be in.
Karen Freberg, Emily Kinsky, and Amber Hutchins
1. Image retrieved from Pixabay with CC0.