This successful book offers a simple organization, clear writing, abundant exercises, and precise examples that give readers the information about media writing and the opportunity to develop their skills as professional writers. Using a workbook-style format, it introduces and explains the major forms of media writing-inverted pyramid for print and Web, dramatic unity for broadcast, copy platforms for advertising, and the various writing structures required for public relations-and covers all major areas of media, including the Internet. Its basic and practical approach make it an excellent text for an introductory writing course.
Auflage
Sprache
Verlagsort
Verlagsgruppe
Zielgruppe
Maße
Höhe: 275 mm
Breite: 213 mm
Dicke: 22 mm
Gewicht
ISBN-13
978-0-205-44972-9 (9780205449729)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Klassifikation
Preface.
1. Sit Down & Write.
What is Good Writing?
Getting Ready to Write
Basic Techniques
Writing for the Mass Media
Becoming a Professional
Text and Images
And Finally . . .
Points for Consideration and Discussion
Further Reading
Web Sites
Exercises
2. Basic Tools of Writing.
Grammar
Common Grammar Problems
Punctuation
Spelling
Computer Aids
Words, Words, Words
Writing with Clarity
Points for Consideration and Discussion
Further Reading
Web Sites
Exercises
3. Style and the Stylebook.
Accuracy
Clarity
Brevity
Journalistic Conventions
Journalistic Style
Stylebooks
The Associated Press Stylebook
Language Sensitivity
Conclusion
Points for Consideration and Discussion
Further Reading
Web Sites
Exercises
4. Writing in the Media Environment.
The News Culture
Elements of News
Personal Sources
Interviewing
Observation
Stored Sources of Information
The Importance of Accuracy
Deadlines
Ethical Behavior
Writing by Example
Points for Consideration and Discussion
Further Reading
Web Sites
Exercises
5. Writing for Print.
Characteristics of News Stories
The Inverted Pyramid
The Lead Paragraph
Developing the Story
Using Quotations
Other Story Structures
Types of News Stories
Editing and Rewriting
Writing Feature Stories
Characteristics of Feature Writing
Parts of a Feature Story
The Challenge of Writing
Points for Consideration and Discussion
Further Reading
Web Sites
Exercises
6. Writing for the Web.
Characteristics of the Web
Demands of the Audience
Characteristics of Web Writing
Forms of Writing
Lateral Reporting
Wanted for the Web: Writers and Editors
Points for Consideration and Discussion
Further Reading
Web Sites
Exercises
7. Writing for Broadcast.
Selection of News
Characteristics of Writing
Story Structure
Broadcast Writing Style
Broadcast Copy Preparation
Conclusion
Points for Consideration and Discussion
Further Reading
Web Sites
Exercises
8. Writing Advertising Copy.
A Love-Hate Relationship
The Field of Advertising
Beginning the Process: Needs and Appeals
The Audience
The Product
The Advertising Situation
Copy Platforms
Writing the Ad
Elements of a Print Ad
Writing Advertising for Broadcast
Other Media
Points for Consideration and Discussion
Further Reading
Web Sites
Exercises
9. Writing for Public Relations.
The Work of the PR Practitioner
Characteristics of the PR Practitioner
Writing News Releases
Letters
Company Publications
Oral Presentations
Conclusion
Points for Consideration and Discussion
Further Reading
Web Sites
Exercises
10. Writers & the Law.
The First Amendment
Defamation
The Plaintiff's Case
Affirmative Defenses
Privacy
Copyright and Trademark
Advertising
Broadcast Regulation
Conclusion
Further Reading
Web Sites
Appendix A: Copy-editing Symbols.
Appendix B: Grammar and Diagnostic Exams.
Appendix C: Problem Words and Phrases.
Appendix D: Advertising Copy Sheets.
Appendix E: Glossary.
Index.
