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Chapter 1. Sit Down and Write
What Is Good Writing?
Getting Ready to Write
Basic Techniques
Writing for the Mass Media
Professionalism
The Changing Media Environment
And Finally...
Points for Consideration and Discussion
Further Reading
Web Sites
Exercises
Chapter 2. Basic Tools of Writing
Words, Words, Words
Grammar
Sentences
Parts of Speech
Common Grammar Problems
Punctuation
Spelling
Writing with Clarity
Points for Consideration and Discussion
Further Reading
Web Sites
Exercises
Chapter 3. Style and the Stylebook
Accuracy
Clarity
Brevity
Journalistic Conventions
Journalistic Style
Stylebooks
The Associated Press Stylebook
Language Sensitivity
Conclusion
Points for Consideration and Discussion
Further Reading
Web Sites
Exercises
Chapter 4. Writing in the Media Environment
The News Culture
Accuracy
Verification and attribution
Simplicity
Clarity, coherence and context
Audience
Deadlines
Reporting
Observation
People
Records
Ethical Behavior
Hardware and software
Conclusion
Points for Consideration and Discussion
Further Reading
Web Sites
Exercises
Chapter 5. Reporting with Text
Headlines
The Inverted Pyramid
The Lead Paragraph
Using Quotations
Characteristics of News Stories
Summaries
Lists
Linking
Searching for Links
Nutshell structure
Points for Consideration and Discussion
Further Reading
Web Sites
Exercises
Chapter 6. Reporting with Images
Basic Concepts of Photojournalism
The Threes of Photojournalism
Writing Cutlines
A Word about Accuracy
Photojournalism Ethics
Reporting with Graphics
What a Good Graphic Contains
Building a Chart
Points for Consideration and Discussion
Further Reading
Web Sites
Exercises
Chapter 7. Writing for Print Journalism
Newspapers and Magazines Today
Long Form News Stories
Developing the Story
Transitions
Types of News Stories
Editing and Rewriting
Writing Feature Stories
Characteristics of Feature Writing
Parts of a Feature Story
Books
The Challenge of Writing
Points for Consideration and Discussion
Further Reading
Web Sites
Exercises
Chapter 8. Reporting with Audio and Video
Sound as a Reporting Tool
Writing To Be Heard
Recording Audio
Writing the Audio/Video News Story
Editing Audio
Ethics of Editing Audio
The Audio Slideshow
Telling The Story with Video
Shooting the Video
Editing Video
Conclusion
Points for Consideration and Discussion
Further Reading
Web Sites
Exercises
Chapter 9. Writing for Broadcast Journalism
Television News
Selection of News
Characteristics of Writing
Story Structure
Broadcast Copy Preparation
Putting Together a Newscast
The Extended Interview, the Documentary and the Web
Conclusion
Points for Consideration and Discussion
Further Reading
Web Sites
Exercises
Chapter 10. Writing for Web Journalism
Characteristics of the Web
Journalism Expanded and Accelerated
News Websites
Blogging (Web Logs)
Social Media
Mobile Journalism
Demands of the Audience
Characteristics of Web Writing
Backpack Journalism
Lateral Reporting
Web Packages
Points for Consideration and Discussion
Further Reading
Web Sites
Exercises
Chapter 11. Writing Advertising Copy
A Love—Hate Relationship
The Field of Advertising
Beginning the Process: Needs and Appeals
The Audience
The Product
The Advertising Situation
Copy Platforms
Writing the Ad
Elements of a Print Ad
Writing Advertising for Broadcast
The Tools of Broadcast Advertising
Commercial Formats
Storyboards
Web Advertising
Other Media
Conclusion
Points for Consideration and Discussion
Further Reading
Web Sites
Exercises
Chapter 12. Writing for Public Relations
The Public Relations Process
An Organization’s “Publics”
The Work of the PR Practitioner
Writing News Releases
Video News Releases
Letters
Company Publications
Oral Presentations
Conclusion
Points for Consideration and Discussion
Further Reading
Web Sites
Exercises
Chapter 13. The Writer and the Law
The First Amendment
Defamation
The Plaintiff’s Case
Affirmative Defenses
Privacy
Copyright and Trademarks
Advertising
Broadcast Regulation
Conclusion
Further Reading
Web Sites
Chapter 14. Getting a job in the Mass Media
Personal Attributes
Building an Audience
Networking and Landing the First Job
Get Started
Points for Consideration and Discussion
Appendix A Copy-Editing Symbols
Appendix B Grammar and Diagnostic Exams
Appendix C Problem Words and Phrases
Appendix D Advertising Copy Sheets
Glossary
Index
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