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Reaching Audiences : A Guide to Media Writing,9780205483273
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Reaching Audiences : A Guide to Media Writing

by ;
Edition:
4th
ISBN13:

9780205483273

ISBN10:
0205483275
Format:
Paperback
Pub. Date:
1/1/2007
Publisher(s):
Allyn & Bacon
List Price: $90.80
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Summary

Reaching Audiences: A Guide to Media Writingprovides 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.

Table of Contents

Preface xi
PART ONE The Components of Good Writing
1 Writing for Today's Audiences
1(18)
Reaching Audiences
2(6)
Knowing Audiences
8(2)
The Writing Process Explained
10(7)
Exercises
17(1)
References
18(1)
2 Tools for Writers: Spelling, Grammar, and Math
19(35)
Spelling in the Computer Age
20(5)
Grammar to the Rescue
25(3)
Grammar Problems Up Close
28(17)
Math for Journalists
45(7)
Suggested Readings
52(1)
References
53(1)
3 Editing, Editing, Editing
54(21)
Watching Style
55(3)
Copyediting Symbols
58(1)
Editing Responsibilities
59(7)
Editing for Online and Other Formats
66(4)
Putting the Rules in Practice
70(2)
Exercises
72(2)
References
74(1)
4 Guidelines for Good Writing
75(38)
Watchwords of Writing
75(3)
Keys to Good Writing
78(7)
Words
85(5)
Sentences
90(4)
Paragraphs—Short Paragraphs
94(2)
Where We Are
96(1)
The Way to Clearer Writing
96(13)
Exercises
109(2)
References
111(2)
PART TWO Structuring the Message
5 Getting to the Point
113(39)
What's the Point?
114(1)
In the Beginning Comes the Lead
115(3)
News Elements
118(7)
News Values
125(8)
General Rules for Leads
133(2)
Summary Leads
135(3)
Other Lead Formats
138(6)
Choosing a Lead Type
144(4)
Exercises
148(4)
6 Beyond the Lead: Writing the Message
152(31)
The Inverted Pyramid
153(4)
Organizing a Story
157(7)
News Peg and Nut Graph
164(2)
Other Organizational Styles
166(6)
Unifying Writing
172(7)
Exercises
179(3)
References
182(1)
7 Beyond Simple Formats
183(23)
News versus Feature
184(9)
Obituaries
193(3)
Speech Stories
196(8)
Exercises
204(1)
References
205(1)
PART THREE Gathering Information
8 Research and Observation
206(22)
Getting Started in Research
207(6)
Government Sources
213(4)
Online Research
217(4)
Observation
221(5)
Exercises
226(1)
References
227(1)
9 Interviewing, Quotes, and Attribution
228(29)
Interviewing as a Challenge
229(4)
Research before Interviewing
233(1)
Getting the Interview
234(3)
Writing the Questions
237(1)
Conducting an Interview
238(6)
Selecting and Using Quotes
244(6)
More on Attribution
250(5)
Exercises
255(1)
References
256(1)
10 Recognizing Bias and Stereotypes
257(21)
The Bias Habit
258(4)
Considering Specific Groups
262(12)
Overcoming Bias in Writing
274(1)
Exercises
275(1)
References
276(2)
11 Legal and Ethical Issues
278(24)
Libel
279(6)
Privacy
285(3)
Copyright and Plagiarism
288(5)
Ethics in Gathering Information
293(6)
Exercises
299(2)
References
301(1)
PART FOUR Other Media Writing Styles
12 Broadcast Media
302(21)
The Medium Changes the Style
303(3)
Print versus Broadcast
306(4)
Leads and Structure
310(3)
Writing Guidelines
313(4)
Broadcast Formats
317(1)
Trends in Broadcast Media
318(1)
Exercises
319(2)
References
321(2)
13 Public Relations Writing
323(18)
What Is Public Relations?
324(3)
The Role of Good Writing
327(2)
The Media as a Public
329(2)
Communications Tools
331(6)
Public Relations and Advertising
337(1)
Exercises
338(2)
References
340(1)
14 Advertising
341(18)
Advertising in the Information Age
342(2)
Advertising and Today's Audiences
344(7)
Advertising and the Internet
351(3)
Tips for Ad Copy That Sells
354(1)
All Writers Can Learn from Advertising
355(1)
Exercises
356(2)
References
358(1)
APPENDIX A The Abused Words List 359(9)
APPENDIX B Keys to Quizzes 368(5)
APPENDIX C Key to Math Test 373(4)
INDEX 377


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