Writing for the Mass Media

by Stovall, James Glen

• ISBN13: 9780205335473
• ISBN10: 0205335470
• Edition: 5th
• Format: Paperback
• Copyright: 2002-01-01
• Publisher: Allyn & Bacon

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