Mass Media Writing An Introduction

by Baker-Woods, Gail; Dodd, Julie E.; Ford, Kay; Keller, Ken; Plumley, Joe, Jr.; Smeyak, G. Paul

• ISBN13: 9780137764440
• ISBN10: 0137764448
• Format: Paperback
• Copyright: 1996-08-01
• Publisher: Pearson

Summary

Because journalism and mass media students need and benefit from writing skills for print-based media, this text first provides a strong foundation in newspaper writing techniques. Following chapters cover other media writing styles and discuss how and why these writing styles differ from (and resemble) newspaper writing. A final chapter discusses legal aspects of writing, including libel, invasion of privacy, and First Amendment rights.

Table of Contents

Preface	xiii
About the Authors	xv
Introduction	xvii
Introduction to Media Writing	1	(24)
Key Concepts Focus Questions
Media in Society	2	(1)
Mass Media and Writing	2	(5)
Writing for an Audience	3	(1)
Writing Styles	4	(1)
Writing to Inform	5	(1)
Writing to Persuade	6	(1)
Impact of Technology on Media Writing	7	(3)
Impact of Convergence	9	(1)
Impact of the Information Superhighway	10	(1)
Careers in Media	10	(9)
Print Media	11	(2)
Electronic Media	13	(2)
Public Relations and Advertising	15	(3)
Promotions	18	(1)
Ethical Concerns	19	(6)
Final Focus	21	(1)
You're on Deadline: Exercises	22	(1)
Endnotes	23	(2)
Precision and Accuracy in Writing	25	(14)
Key Concepts Focus Questions
Writing by the Rules: Correct Grammar	26	(3)
Getting Help with Grammar	28	(1)
Breaking the Rules	29	(1)
Importance of Correct Spelling	30	(1)
Impact of Grammatical and Spelling Errors	30	(5)
Box: Policies on making corrections	31	(1)
The Role of Spell-Checkers and Copy Editors	32	(2)
Box: Newspaper grammar and spelling exam	34	(1)
Writing Accurate Copy	35	(4)
Start with Your Own Reporting	35	(1)
Write Carefully	35	(1)
Proofread Your Work	35	(1)
Be Open to Suggestions for Revision	36	(1)
Final Focus	37	(1)
You're On Deadline: Exercises	37	(1)
Endnotes	38	(1)
Journalistic Writing Style	39	(12)
Key Concepts Focus Questions
Writing Formats	40	(1)
Essay Writing	40	(1)
Research Paper Writing	40	(1)
Creative Writing	40	(1)
Mass Media Writing Format	41	(5)
Writing Clearly	41	(1)
Writing Concisely	42	(1)
Writing in Journalistic Style	42	(4)
Formatting for Articles	46	(5)
Box: A brief history of printing	47	(1)
Final Focus	48	(1)
You're on Deadline: Exercises	49	(2)
Preparing to Write	51	(18)
Key Concepts Focus Questions
Writing as a Process	52	(5)
Get an Idea	52	(1)
Collect Information	53	(1)
Plan the Article	54	(1)
Sharpen Your Focus	55	(1)
Write the Article---Fast	56	(1)
Improve the Article	56	(1)
Conducting Interviews	57	(7)
Box: Covering a beat	57	(1)
Why is Interviewing Important?	58	(1)
Be Sure You Understand the Assignment	58	(1)
Determine Who Will Be Interviewed	58	(1)
Prepare for the Interview	59	(1)
Develop Written Interview Questions	60	(1)
Set up the Interview	61	(1)
Conduct the Interview	61	(1)
Box: Deciding whether to use a tape recorder	62	(1)
Box: Using quotes from interviews	63	(1)
Prepare to Write the Article	64	(1)
Other Sources of Information	64	(5)
Databases	65	(1)
Records and Documents	65	(1)
Final Focus	65	(2)
You're on Deadline: Exercises	67	(2)
Writing News Stories	69	(16)
Key Concepts Focus Questions
What is News?	70	(2)
Timeliness	70	(1)
Impact	70	(1)
Proximity	71	(1)
Conflict	71	(1)
Prominence	71	(1)
Currency	71	(1)
Uniqueness	72	(1)
Getting Your Writing Published	72	(1)
What Should a News Story Contain?	72	(1)
Qualities of Good News Writers	72	(3)
Objectivity	73	(1)
Balance	73	(1)
Box: Public relations practioneers: Writing like a reporter	73	(1)
Completeness	74	(1)
Accuracy	74	(1)
Formats for News Stories	75	(3)
Inverted Pyramid Format	75	(1)
Neck-of-the-Vase Format	76	(2)
Leads	78	(3)
Summary Lead or Direct Lead	79	(1)
Blind Lead	79	(1)
Delayed Lead	80	(1)
Writing News Stories	81	(4)
Box: Begin developing your portfolio	82	(1)
Final Focus	83	(1)
You're on Deadline: Exercises	84	(1)
Endnotes	84	(1)
Writing Feature Stories	85	(18)
Key Concepts Focus Questions
Feature Story vs. News Story	86	(1)
Feature Stories Share Personal Experience	86	(1)
Factual Material, Fiction-Writing Techniques	87	(10)
Box: Focusing your feature story	88	(1)
Characterization	89	(1)
Setting the Scene	90	(1)
Box: Putting detail in your feature story	91	(2)
Explanation	93	(1)
Action	94	(3)
Organization	97	(6)
Final Focus	99	(1)
You're on Deadline: Exercises	99	(1)
Endnotes	100	(3)
Writing Broadcast News	103	(26)
Key Concepts Focus Questions
News in Summary Form	104	(2)
Copy Format	106	(4)
Copy Style	110	(8)
Numbers	110	(1)
When in Doubt, Spell It Out	111	(1)
Names	112	(2)
Punctuation	114	(1)
Verbs	114	(1)
Word Choice	115	(2)
Sentences	117	(1)
Leads	118	(3)
Main Point Lead	120	(1)
Umbrella Lead	120	(1)
Delayed Lead	120	(1)
Statement Lead	120	(1)
Question Lead	121	(1)
Humor Lead	121	(1)
Editing	121	(8)
Final Focus	122	(1)
You're on Deadline: Exercises	123	(4)
Endnote	127	(2)
Writing Radio News	129	(24)
Key Concepts Focus Questions
Early to Rise	130	(1)
Scripting Radio News	131	(1)
Telling the Story	132	(3)
Beginning	133	(1)
Middle	134	(1)
End	134	(1)
T-I-M-E	135	(2)
Hard News/Soft News	137	(1)
Sound: The Lifeblood of Radio	138	(1)
Types of Sound	138	(9)
Actuality	139	(3)
Voicer	142	(1)
Voice-Wrap	142	(2)
Natural Sound	144	(3)
Putting It All Together: The Radio Newscast	147	(6)
Story Selection	148	(1)
The Line-up	149	(1)
Timing	149	(1)
Backtiming	150	(1)
Final Focus	151	(1)
You're on Deadline: Exercises	151	(2)
Writing Television and Cable News	153	(36)
Key Concepts Focus Questions
Telling Stories with Pictures	154	(1)
It's Not Radio with Pictures	155	(1)
``What Am I Seeing and Why Am I Seeing It?''	155	(2)
Script Format	157	(4)
Box: Common video news script abbreviations	158	(3)
Writing to Pictures	161	(3)
Basic Story Forms	164	(8)
The On-Camera Story	164	(1)
The Voice-Over Story	165	(1)
The Voice-Over/Sound-on-Tape Story	166	(2)
The Reporter Wrap or Video Package	168	(4)
Writing the Story	172	(17)
Writing the Lead-in	172	(1)
Commitment	173	(6)
Making It All Come Together (Story Organization)	179	(1)
Transitions, Teases and Bumps	180	(4)
Final Focus	184	(1)
You're on Deadline: Exercises	185	(2)
Endnotes	187	(2)
Writing for Public Relations	189	(18)
Key Concepts Focus Questions
Writing Goals	191	(3)
Identify Your Target Public	192	(1)
Select the Appropriate Channel of Communication	193	(1)
The Reader-Friendly Approach to Writing	194	(1)
The Planning Process	195	(3)
Researching the Client and Issue	195	(1)
Issue Identification and Analysis	196	(1)
Developing Objectives	197	(1)
Selecting the Appropriate Channel	197	(1)
The Writing Process	198	(6)
Writing Messages to Inform	201	(1)
Writing Messages to Persuade	202	(1)
Writing Messages to Motivate	203	(1)
The Evaluation Process	204	(3)
Box: The Gunning Fog Index	204	(1)
Final Focus	204	(1)
You're On Deadline: Exercises	205	(1)
Endnotes	206	(1)
Public Relations for External and Internal Audiences	207	(24)
Key Concepts Focus Questions
Reaching External Audiences	208	(13)
News Coverge	208	(2)
Print and Broadcast Interviews	210	(1)
News Releases	211	(4)
Box: Standard news release format	215	(1)
Annual Reports	215	(1)
Speeches and Presentations	216	(1)
Photos and Captions	217	(1)
Box: Test your caption	217	(2)
Backgrounders	219	(1)
Position Papers	219	(1)
Brochures	220	(1)
Reaching Internal Audiences	221	(3)
Newsletters	221	(3)
Evaluation	224	(1)
New Technologies	224	(7)
Final Focus	225	(1)
You're On Deadline: Exercises	226	(3)
Endnotes	229	(2)
Introduction to Advertising Copywriting	231	(28)
Key Concepts Focus Questions
The Basics of Good Copy	232	(3)
Target Audience	233	(1)
Product Concept	233	(1)
Communications Media	234	(1)
Message Strategy	235	(1)
How and Why Advertising Copy Works	235	(4)
Understanding Advertising Appeals	239	(3)
Humor Appeals	239	(1)
Fear Appeals	240	(1)
Sex Appeals	241	(1)
Rational Versus Emotional Appeals	242	(1)
Understanding the Limitations of Advertising	242	(1)
What the Writer Brings to the Ad	243	(2)
Understanding Criticisms of Advertising Copy	245	(5)
Bad Copywriting Can Harm Products	250	(1)
Good Copywriting Elements	250	(9)
Grammar in Advertising	250	(1)
Sentence Structure	251	(1)
Box: Elements of the creative work plan	252	(1)
Personalizing Copy	252	(1)
The Advertising Strategy	253	(1)
Positioning the Copy Through Copywriting	253	(3)
Final Focus	256	(1)
You're on Deadline: Exercises	256	(1)
Endnotes	257	(2)
Writing Advertising Copy	259	(18)
Key Concepts Focus Questions
Writing Print Advertising	260	(6)
Headlines and Subheads	260	(3)
Body Copy	263	(2)
Slogans	265	(1)
Format Considerations	266	(1)
Writing Broadcast Advertising	266	(8)
Radio Advertising	266	(5)
Television Advertising	271	(3)
Outdoor Advertising	274	(3)
Final Focus	275	(1)
You're on Deadline: Exercises	276	(1)
Endnotes	276	(1)
Broadcast Promotions	277	(26)
Key Concepts Focus Questions
Cross-Promotion	279	(5)
TV on Radio/Radio on TV	279	(1)
Print Media	280	(2)
Other Media	282	(2)
Spot Promotion	284	(8)
Games and Contests	284	(1)
Public Service Announcements (PSAs)	285	(6)
Event Sponsoring	291	(1)
Gimmicks	292	(1)
Self-Promotion	292	(6)
Station ID	292	(5)
Programming, Personnel and Community Involvement	297	(1)
Putting It All Together	298	(1)
Cable and Satellite-Delivered Systems	298	(5)
Final Focus	299	(1)
You're on Deadline: Exercises	300	(1)
Endnotes	301	(2)
The Legal Aspects of Writing	303	(16)
Key Concepts Focus Questions
The First Amendment	304	(2)
The Press	305	(1)
Broadcast	305	(1)
Advertising	305	(1)
Freedom of Information Act	306	(2)
Legal Terminology	308	(6)
Defamation	308	(1)
Libel	308	(1)
Privilege	309	(2)
Tort	311	(1)
Privacy	311	(1)
Copyright	312	(1)
Trademark	313	(1)
Final Focus	314	(1)
You're On Deadline: Exercises	315	(1)
Endnotes	316	(3)
Appendix A: Code of Ethics of the Society of Professional Journalists	319	(4)
Appendix B: Review of Grammar Fundamentals	323	(8)
Glossary	331	(8)
Bibliography	339	(2)
Credits	341	(2)
Index	343