Reaching Audiences: A Guide to Media Writing provides a brief yet thorough guide to correct, clear writing for the media. This book sets up the writing process and shows the reader how to accomplish each task in a mass media context. The importance of the audience in considering media and messages is stressed throughout, while illustrative and specific real life examples provide guidance for writing improvement. Specific skills related to spelling, grammar, accuracy, word usage, bias, research, interviewing, and other important topics are covered. Recognizing the changing media environment, this book covers a wide range of careers in print, electronic media, public relations, and advertising, illuminating the differences and similarities in writing styles among them.
Auflage
Sprache
Verlagsort
Verlagsgruppe
Zielgruppe
Für die Erwachsenenbildung
Maße
Höhe: 229 mm
Breite: 229 mm
Dicke: 15 mm
Gewicht
ISBN-13
978-0-205-48327-3 (9780205483273)
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
I. THE COMPONENTS OF GOOD WRITING.
1. Writing for Today's Audiences.
Reaching Audiences.
Knowing Audiences.
The Writing Process Explained.
Considering Audiences.
2. Tools for Writers: Spelling, Grammar, Style, and Math.
Spelling in the Computer Age.
Grammar To the Rescue.
Grammar Problems Up Close.
Watching Style.
Copyediting Symbols.
Math for Journalists.
Suggested Readings.
3. Editing, Editing, Editing
Watching Style
Copyediting Symbols
Other Editing Responsibilities
Editing for Online and Other Formats
Putting the Rules in Practice
Exercises
References
4. 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.
5. Beyond the Lead: Writing the Message.
The Inverted Pyramid.
Organizing a Story.
News Peg and Nut Graph.
Other Organizational Styles.
Unifying Writing.
News versus Feature.
Moving on with Writing.
II. GATHERING INFORMATION.
6. Recognizing Bias and Stereotypes.
The Bias Habit.
Considering Specific Groups.
Overcoming Bias in Writing.
7. Beyond Simple Formats
News versus Feature
Obituaries
Speech Stories
Exercises
References
8. Legal and Ethical Issues.
Libel.
Privacy.
Copyright and Plagiarism.
Ethics in Gathering Information.
Other Newsgathering Dilemmas.
9. Interviewing, Quotations, and Attribution.
Interviewing as a Challenge.
Research Before Interviewing.
Getting the Interview.
Writing the Questions.
Conducting an Interview.
Selecting and Using Quotes.
More on Attribution.
Covering Speeches.
III. OTHER MEDIA WRITING STYLES.
10. Electronic Media.
Print and Electronic Media Writing.
Leads and Structure.
Writing Guidelines.
Style in Copy.
Broadcast Formats.
Online Writing
Trends in Electronic Media.
Other Trends.
11. Public Relations Writing.
What Is Public Relations?
The Role of Good Writing.
The Media as a Public.
Communications Tools.
Public Relations and Advertising.
Communications Planning.
Wrap-Up.
12. Advertising.
Advertising in the Information Age.
Advertising and Today's Audiences.
Advertising on the Internet.
Tips for Ad Copy That Sells.
All Writers Can Learn from Advertising.
Appendix A. The Abused Words List.
Appendix B. Keys to Grammar and Style Quizzes.
Appendix C. Key to Math Test.
Index.
