Preface | p. xi |
Sit Down and Write | p. 1 |
What Is Good Writing? | p. 3 |
Getting Ready to Write | p. 3 |
Basic Techniques | p. 6 |
Writing for the Mass Media | p. 10 |
Becoming a Professional | p. 10 |
Text and Images | p. 11 |
And Finally... | p. 13 |
Points for Consideration and Discussion | p. 13 |
Further Reading | p. 14 |
Websites | p. 14 |
Exercises | p. 14 |
Basic Tools of Writing | p. 21 |
Grammar | p. 22 |
Common Grammar Problems | p. 27 |
Punctuation | p. 29 |
Spelling | p. 31 |
Computer Aids | p. 35 |
Words, Words, Words | p. 35 |
Writing with Clarity | p. 37 |
Points for Consideration and Discussion | p. 37 |
Further Reading | p. 38 |
Websites | p. 38 |
Exercises | p. 38 |
Style and the Stylebook | p. 49 |
Accuracy | p. 50 |
Clarity | p. 51 |
Brevity | p. 54 |
Journalistic Conventions | p. 54 |
Journalistic Style | p. 58 |
Stylebooks | p. 59 |
The Associated Press Stylebook | p. 61 |
Language Sensitivity | p. 63 |
Conclusion | p. 67 |
Points for Consideration and Discussion | p. 67 |
Further Reading | p. 67 |
Websites | p. 67 |
Exercises | p. 68 |
Writing in the Media Environment | p. 83 |
The News Culture | p. 84 |
Elements of News | p. 85 |
Personal Sources | p. 88 |
Interviewing | p. 89 |
Observation | p. 94 |
Stored Sources of Information | p. 95 |
The Importance of Accuracy | p. 98 |
Deadlines | p. 99 |
Ethical Behavior | p. 100 |
Writing by Example | p. 102 |
Points for Consideration and Discussion | p. 102 |
Further Reading | p. 103 |
Websites | p. 103 |
Exercises | p. 103 |
Writing for Print | p. 113 |
Characteristics of News Stories | p. 114 |
The Inverted Pyramid | p. 119 |
The Lead Paragraph | p. 122 |
Developing the Story | p. 124 |
Using Quotations | p. 128 |
Other Story Structures | p. 130 |
Types of News Stories | p. 132 |
Editing and Rewriting | p. 137 |
Writing Feature Stories | p. 140 |
Characteristics of Feature Writing | p. 142 |
Parts of a Feature Story | p. 143 |
The Challenge of Writing | p. 144 |
Points for Consideration and Discussion | p. 144 |
Further Reading | p. 144 |
Websites | p. 144 |
Exercises | p. 144 |
Writing for the Web | p. 171 |
Characteristics of the Web | p. 172 |
Demands of the Audience | p. 175 |
Characteristics of Web Writing | p. 177 |
Forms of Writing | p. 180 |
Lateral Reporting | p. 188 |
Wanted for the Web: Writers and Editors | p. 193 |
Points for Consideration and Discussion | p. 193 |
Further Reading | p. 193 |
Websites | p. 193 |
Exercises | p. 194 |
Writing for Broadcast | p. 203 |
Selection of News | p. 205 |
Characteristics of Writing | p. 205 |
Story Structure | p. 207 |
Broadcast Writing Style | p. 209 |
Broadcast Copy Preparation | p. 211 |
Putting Together a Newscast | p. 214 |
Conclusion | p. 216 |
Points for Consideration and Discussion | p. 217 |
Further Reading | p. 217 |
Websites | p. 217 |
Exercises | p. 218 |
Writing Advertising Copy | p. 231 |
A Love-Hate Relationship | p. 232 |
The Field of Advertising | p. 233 |
Beginning the Process: Needs and Appeals | p. 234 |
The Audience | p. 237 |
The Product | p. 239 |
The Advertising Situation | p. 242 |
Copy Platforms | p. 243 |
Writing the Ad | p. 245 |
Elements of a Print Ad | p. 247 |
Writing Advertising for Broadcast | p. 251 |
Other Media | p. 256 |
Conclusion | p. 258 |
Points for Consideration and Discussion | p. 258 |
Further Reading | p. 258 |
Websites | p. 259 |
Exercises | p. 259 |
Writing for Public Relations | p. 271 |
The Work of the PR Practitioner | p. 272 |
Characteristics of the PR Practitioner | p. 275 |
Writing News Releases | p. 277 |
Letters | p. 282 |
Company Publications | p. 286 |
Oral Presentations | p. 290 |
Conclusion | p. 294 |
Points for Consideration and Discussion | p. 295 |
Further Reading | p. 295 |
Website | p. 295 |
Exercises | p. 295 |
The Writer and the Law | p. 305 |
The First Amendment | p. 306 |
Defamation | p. 308 |
The Plaintiff's Case | p. 310 |
Affirmative Defenses | p. 311 |
Privacy | p. 313 |
Copyright and Trademark | p. 315 |
Advertising | p. 318 |
Broadcast Regulation | p. 320 |
Conclusion | p. 321 |
Further Reading | p. 321 |
Websites | p. 321 |
Copy-Editing Symbols | p. 323 |
Grammar and Diagnostic Exams | p. 325 |
Problem Words and Phrases | p. 345 |
Advertising Copy Sheets | p. 357 |
Glossary | p. 363 |
Index | p. 367 |
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