Overview

Reaching Audiences: A Guide to Media Writing is the essential writing handbook for any student who want a brief yet thorough guide to correct, clear writing for the media. This text stresses the importance of clear, concise, accurate writing in a media world that is increasingly online. The book sets up the writing process and the essential art of editing while reinforcing the importance of the audience in considering the structure of media messages. Illustrative and specific real life examples provide guidance for students in improving their writing. Specific skills related to spelling, grammar, accuracy, word usage, bias, research, interviewing, and other important topics are covered. By recognizing today's ever-changing media environment, this text is grounded in the basics of good writing essential to communicators in print, online, broadcast, and strategic communication.

Full Product Details

Author:   Jan Johnson Yopp ,  Katherine C. McAdams ,  Ryan M. Thornburg
Publisher:   Pearson Education (US)
Imprint:   Pearson
Edition:   5th edition
Dimensions:   Width: 15.30cm , Height: 1.50cm , Length: 22.90cm
Weight:   0.470kg
ISBN:  

9780205693108

ISBN 10:   0205693105
Pages:   384
Publication Date:   05 August 2009
Audience:   Professional and scholarly ,  Professional & Vocational
Replaced By:   9780205874378
Format:   Paperback
Publisher's Status:   Out of Print
Availability:   In Print  
Limited stock is available. It will be ordered for you and shipped pending supplier's limited stock.

Table of Contents

I. THE COMPONENTS OF GOOD WRITING 1. Writing for Today's Audiences Reaching Audiences Knowing Audiences The Writing Process Explained 2. Tools for Writers: Spelling, Grammar, Style, and Math Spelling in the Computer Age Grammar To the Rescue Grammar Problems Up Close Math for Journalists Suggested Readings 3. Editing, Editing, Editing Watching Style Editing Responsibilities Editing for Online and Other Formats Putting the Rules in Practice 4. Guidelines for Good Writing Watchwords of Writing Keys to Good Writing Words Sentences Paragraphs-Short Paragraphs The Way to Clearer Writing II. CONSTRUCTING THE MESSAGE 5. Getting to the Point What's the Point? In the Beginning Comes the Lead News Elements News Values General Rules for Leads Summary Leads Other Lead Formats Writing Leads for Online Media Choosing a Lead Type 6. Beyond the Lead: Writing the Message The Inverted Pyramid Organizing a Story News Peg and Nut Graph Other Organizational Styles Unifying Writing. 7. Producing Online Content The World Goes Online Electronic Media Then and Now What's Different about Online Content The Components of a News Site Structuring Messages Online Challenges and Opportunities 8. Beyond Breaking News News versus Feature Obituaries Speech Stories III. GATHERING INFORMATION 9. Research and Observation Getting Started Government Sources Online Research Observation 10. Interviewing, Quotes, and Attribution Interviewing as a Challenge Research Before Interviewing Getting the Interview Writing the Questions Conducting an Interview Selecting and Using Quotes More on Attribution 11. Recognizing Bias and Stereotypes The Bias Habit Considering Specific Groups Overcoming Bias in Writing 12. Legal and Ethical Issues Libel Privacy Copyright and Plagiarism Ethics in Gathering Information IV. OTHER MEDIA 13. Broadcast Media The Medium Changes the Style Print versus Broadcast Copy Leads and Structure Writing Guidelines Broadcast Formats Trends in Broadcast Media 14. Strategic Communication The Importance of Good Writing. Public Relations in Practice Advertising's Role in Strategic Communication Strategic Communication Online Appendix A. Keys to Grammar and Style Quizzes Appendix B. Key to Math Test Index.

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