Writing Across Communication is a presentation for students and working professionals hoping to expand the scope of their profession as writers and communicators, whether they have previously seen themselves as journalists, copywriters, marketers, or public relations professionals. It was presented as in-class supplement by Richard Becker, ABC, president of Copywrite, Ink., at the University of Nevada, Las Vegas. It is also the basis for an experimental 8-session online course that will be offered direct through Copywrite, Ink. in the near future.

1. An Introduction To Writing
Writing Across Communication
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

2. What is writing?
Writing Across Communication
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

3. It depends on who you ask.
Writing Across Communication
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

4. Walter Lippmann
It’s an opportunity “to tell the truth
and shame the devil.”
Writing Across Communication
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

5. Edward Bernays
It’s “the intelligent manipulation of the
organized habits and opinions of the masses.”
Writing Across Communication
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

6. Stuart Ewen
It’s “a battle for what is reality and how
people see and understand reality.”
Writing Across Communication
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

7. Scott Cutlipp
It’s a tool for “mutually beneficial relationships
between an organization and its publics.”
Writing Across Communication
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

8. Shirley Polykoff
It’s a “direct conversation
with the consumer.”
Writing Across Communication
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

9. Stephen King It’s “the truth inside the lie.”
Writing Across Communication
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

10. Jon Buscall It’s “a commitment, not a campaign.”
Writing Across Communication
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

11. Writing is all these things.
Writing Across Communication
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

12. It is the process by which we translate our desired
perception of objective and conceptual realities into
a form that others may see, adopt, and act upon.
Writing Across Communication
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

13. And that is very, very important.
Writing Across Communication
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

14. We are the only creatures on the planet that can form
flexible and scalable cooperatives based upon
abstract concepts and public opinions — our desired
perception of objective and conceptual realities.
Writing Across Communication
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

15. Cooperative Capacity.
Scalable.
Flexible.
Writing Across Communication
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

16. Desired Perception.
Objective.
Conceptual.
Writing Across Communication
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

17. It has always been this way.
Writing Across Communication
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

18. It will always be this way.
Writing Across Communication
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

19. The only change that has ever taken place in history
is the speed in which we deliver it, the number of people
we may reach, and the method they prefer to receive it.
Writing Across Communication
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

20. Writing Across Communication
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas
This class.
This class is designed to provide students with an
understanding of how writing can be applied
across communication — disciplines such as
journalism, public relations, content marketing,
advertising, and multimodal interaction — with
an expressed intent to translate defined objective
and conceptual realities to select recipients so
they may see, understand, discuss, adopt, and take
action; and the ethical implications of this skill.

21. Writing Across Communication
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas
• The impact and cost of careless errors.
• The misconception of spell check.
• Editing techniques and proofing marks.
• The most common errors made daily.
• Striving for clarity for your readership.
• Writing with style and universal ideas.
• Organizational elements and structure.
Writing & Editing.
2

22. Writing Across Communication
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas
Journalism.
3 • Defining news as an objective journalist.
• Interviewing, research, and story development.
• Writing news stories, columns, and features.
• Investigative reporting and real time coverage.
• Migrating from print to multimedia formats.
• Understanding the role and responsibility.
• Recognizing the current crisis in journalism.

23. Writing Across Communication
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas
Public Relations.
4 • Defining news within an organization.
• Understanding news release purpose.
• The traditional news release format.
• The evolution of the news release.
• Alerts, statements, and distribution.
• Measuring the effectiveness of a release.
• Planning for long-term media relations.

24. Writing Across Communication
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas
Crisis Communication.
5
• Communication during a crisis.
• Simplifying the communication process.
• Conducting a situational analysis.
• Managing and minimizing bad news.
• Identifying and responding to questions.
• Collecting feedback and contingency plans.
• Preparing or appearing as a spokesperson.

25. Writing Across Communication
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas
• Strategic planning and customer research.
• Nurturing specialized skills and abilities.
• Developing content that really matters.
• Keeping pace with new technologies.
• Applying creative writing and design.
• Managing distribution and promotion.
• Tracking realistic objectives and trends.
Content Marketing.
6

26. Writing Across Communication
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas
Advertising.
7 • Advertising and integrated marketing.
• Nine rules for effective advertising.
• Speaking to the person across the table.
• Finding inspiration and creative ideas.
• Writing for print, radio and television.
• Looking for product points and contrasts.
• Determining the intent of advertising.

27. Writing Across Communication
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas
Immersion.
8
• Understanding multimodal interaction.
• Adopting future technology and trends.
• Aligning multiple customer touch points.
• Reinforcing reputation and brand value.
• Remaining confident without control.
• Becoming an integral part of the product.
• Recognizing the real ethical implications.

28. Additional Resources.
working title
Writing Across Communication
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas

29. Richard R. Becker,ABC
Richard Becker (Rich) is an American writer,
educator, and creative strategist. He holds
several executive and board positions, and is
best known for his position as president of
Copywrite, Ink., a strategic communication firm
with experience on more than 1,000 accounts.
He has taught writing, marketing, public
relations, and communication classes at the
University of Nevada, LasVegas, for almost two
decades. He occasionally accepts invitations to
appear as a guest speaker and private educator.
richardrbecker.com
Writing Across Communication
Richard Becker, Copywrite, Ink. at
the University of Nevada, Las Vegas