Reaching Audiences provides a brief yet thorough guide to correct, clear writing for the media. This text sets up the writing process and shows students - and instructors - how to accomplish each task in a mass media context. Throughout the book, students see the importance of the audience in considering media and messages. Illustrative and specific real life examples provide students with guidance for improving their writing. By recognizing that today's students are preparing for careers in a changing media environment, this text covers a wide range of fields (print, electronic media, public relations, and advertising) and illuminates the differences in writing styles among them.
Auflage
Sprache
Verlagsort
Verlagsgruppe
Zielgruppe
Für die Erwachsenenbildung
Maße
Höhe: 229 mm
Breite: 152 mm
Gewicht
ISBN-13
978-0-205-28622-5 (9780205286225)
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
Most chapters conclude with "Exercises" and "References." I.THE COMPONENTS OF GOOD WRITING.
1.The Writing Process.
Writing Is the Basic Task.
The Writing Process Explained.
Consider the Audience.
2.Audience, Audience, Audience.
How Audiences Have Changed.
Information and Media Glut.
Analyzing Audiences.
Success with Audiences.
Reaching Audiences.
Different Approaches for Different Audiences.
3.Getting to the Point.
What's the Point?
In the Beginning Comes the Lead.
News Elements.
News Values.
General Rules for Leads.
Summary Leads.
Other Lead Formats.
Choosing a Lead Type.
4.Beyond the Lead: Organization.
The Inverted Pyramid.
Organizing a Story.
News Peg and Nut Graph.
Other Organization Styles.
Unifying Writing.
News versus Feature.
The Professional Writer.
Moving on with Writing.
II.IMPROVING WRITING.
5.Saying It Straight.
Watchwords of Writing.
Keys to Good Writing.
Words.
Sentences.
Paragraphs - Short Paragraphs.
Where We Are.
The Way to Clearer Writing.
How the Rules Apply.
6.Editing and Polishing Writing.
Editing, Editing, Editing.
The Steps of Editing.
Watching Style.
Copyediting Symbols.
Wrap-Up.
7.Recognizing Bias and Stereotypes.
The Bias Habit.
Considering Specific Groups.
Overcoming Bias in Writing.
8.Testing Your Grammar.
But My Grammar Is Good ...
Grammar Problems.
Test Yourself.
Suggested Readings.
III.GATHERING INFORMATION.
9.Research and Observation.
Getting Started in Research.
Government Sources.
Online Research.
Beyond Documents and Online Services.
Observation.
10.Interviewing, Quotations, and Attribution.
Interviewing as a Challenge.
Research Before Interviewing.
Getting the Interview.
Writing the Questions.
The Interview Itself.
Selecting and Using Quotations.
More on Attribution.
Covering Speeches.
A Parting Shot.
IV.OTHER MEDIA WRITING STYLES.
11.Electronic Media.
Writing for Print versus Electronic Media Writing.
Electronic Media Writing.
Writing Guidelines.
Style in Copy.
Broadcast Formats.
Radio and Television Careers.
Wrap-Up.
12.Public Relations Writing.
What Is Public Relations?
The Role of Good Writing.
The Media as a Public.
Printed Communications Tools.
Speeches.
Public Relations and Advertising.
Communications Planning.
Wrap-Up.
13.Advertising.
Advertising in the Information Age.
Advertising and Today's Audiences.
Advertising Writing: The Process.
Tips for Ad Copy That Sells.
All Writers Can Learn from Advertising.
Appendix A: Libel and Privacy.
Appendix B: The Abused Words List.
Appendix C: Spelling in the Computer Age.
Appendix D: Key to Grammar Quizzes.
Index.
