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Writing for the Mass Media,9780205335473

Writing for the Mass Media

by
Edition:
5th
ISBN13:

9780205335473

ISBN10:
0205335470
Format:
Paperback
Pub. Date:
1/1/2002
Publisher(s):
Allyn & Bacon
List Price: $57.80
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Summary

Through five editions, Writing for the Mass Media remains one of the most clear and efficient introductions to media writing. This successful text offers a simple organization, clear writing, abundant exercises, and precise examples that give students the information and 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 World Wide Web.

Table of Contents

Preface vii
Sit down & write
1(16)
What is good writing?
2(1)
Getting ready to write
2(4)
Techniques for good writing
6(3)
Writing for the mass media
9(1)
Becoming a professional
9(2)
Text and images
11(2)
And finally...
13(1)
Points for consideration and discussion
13(1)
Further reading
14(1)
Exercises
15(2)
Basic tools of writing
17(44)
Grammar
25(1)
Punctuation
26(3)
Spelling
29(3)
Computer aids
32(2)
Words, words, words
34(1)
Writing with clarity
35(1)
Points for consideration and discussion
36(1)
Further reading
36(1)
Exercises
37(24)
Style and the stylebook
61(50)
Accuracy
61(1)
Clarity
62(4)
Brevity
66(1)
Journalistic conventions
67(4)
Journalistic style
71(2)
Stylebooks
73(1)
The Associated Press Stylebook
74(3)
Language sensitivity
77(1)
Conclusion
78(1)
Points for consideration and discussion
78(1)
Further reading
79(2)
Exercises
81(30)
Writing in the media environment
111(40)
News culture.
112(1)
News values
113(2)
Gathering the news: Five Ws and One H
115(1)
Personal sources
116(1)
Interviewing
117(6)
Observation
123(1)
Stored sources of information
124(3)
The importance of accuracy
127(1)
Deadlines
128(3)
Ethical considerations
131(1)
Writing by example
132(1)
Points for consideration and discussion
133(1)
Further reading
133(2)
Exercises
135(16)
Writing for print
151(74)
Characteristics of news stories
151(6)
The inverted pyramid
157(3)
The lead paragraph
160(3)
Developing the story
163(8)
Using quotations
171(2)
Other story structures
173(3)
Editing and rewriting
176(2)
Feature styles
178(4)
Parts of a feature story
182(1)
Thinking graphically
183(1)
Information for graphics
184(1)
Forms of graphic presentation
185(3)
Challenge of writing
188(1)
Points for discussion
189(1)
Further reading
189(4)
Exercises
193(32)
Writing for the Web
225(28)
The audience
228(3)
Creating content
231(1)
Concision
232(7)
Thinking laterally
239(3)
E-mail
242(1)
Wanted for the Web: writers and editors
243(1)
Points for consideration and discussion
243(2)
Exercises
245(8)
Writing for broadcast
253(34)
Selection of news
254(1)
Characteristics of writing
255(3)
Story structure
258(2)
Broadcast writing style
260(4)
Broadcast copy preparation
264(1)
Putting together a newscast
265(3)
Conclusion
268(1)
Points for consideration and discussion
268(1)
Further reading
269(1)
Exercises
270(17)
Writing advertising copy
287(50)
A love-hate relationship
288(1)
The field of advertising
289(2)
Beginning the process: needs and appeals
291(2)
The audience
293(3)
The product
296(3)
The advertising situation
299(1)
Copy platforms
300(2)
Writing the ad
302(3)
Elements of a print ad
305(3)
Writing advertising for broadcast
308(10)
Other media
318(1)
Conclusion
319(1)
Points for consideration and discussion
319(1)
Further reading
320(1)
Exercises
321(16)
Writing for public relations
337(40)
The work of the PR practitioner
338(2)
Characteristics of the PR practitioner
340(3)
Writing news releases
343(5)
Letters
348(5)
Company publications
353(6)
Oral presentations
359(5)
Conclusion
364(1)
Points for consideration
364(1)
Further reading
365(1)
Exercises
366(11)
Writers & the law
377(18)
The First Amendment
377(2)
Defamation
379(2)
The plaintiff's case
381(1)
Affirmative defenses
382(3)
Privacy
385(2)
Copyright
387(3)
Trademark
390(1)
Advertising
391(2)
Broadcast regulation
393(1)
Conclusion
394(1)
Further reading
394(1)
Appendix A Copy-editing symbols 395(2)
Appendix B Grammar and diagnostic exams 397(12)
Appendix C Problem words and phrases 409(8)
Appendix D Advertising copy sheets 417(12)
Index 429


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