Writing for the Mass Media

This successful book offers a simple organization, clear writing, abundant exercises, and precise examples that give readers the information about media writing and the 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 Internet. Its basic and practical approach make it an excellent text for an introductory writing course.

Table of Contents:
Preface.            1. Sit Down & Write.          What is Good Writing?           Getting Ready to Write          Basic Techniques          Writing for the Mass Media           Becoming a Professional          Text and Images          And Finally . . .          Points for Consideration and Discussion          Further Reading          Web Sites          Exercises   2. Basic Tools of Writing.           Grammar          Common Grammar Problems          Punctuation          Spelling          Computer Aids          Words, Words, Words          Writing with Clarity          Points for Consideration and Discussion          Further Reading          Web Sites          Exercises   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   4. Writing in the Media Environment.          The News Culture          Elements of News          Personal Sources          Interviewing          Observation          Stored Sources of Information          The Importance of Accuracy          Deadlines          Ethical Behavior          Writing by Example          Points for Consideration and Discussion          Further Reading          Web Sites          Exercises   5. Writing for Print.           Characteristics of News Stories          The Inverted Pyramid          The Lead Paragraph          Developing the Story          Using Quotations          Other Story Structures          Types of News Stories          Editing and Rewriting          Writing Feature Stories          Characteristics of Feature Writing          Parts of a Feature Story          The Challenge of Writing          Points for Consideration and Discussion          Further Reading          Web Sites          Exercises   6. Writing for the Web.          Characteristics of the Web          Demands of the Audience          Characteristics of Web Writing          Forms of Writing          Lateral Reporting          Wanted for the Web: Writers and Editors          Points for Consideration and Discussion          Further Reading          Web Sites          Exercises   7. Writing for Broadcast.            Selection of News          Characteristics of Writing          Story Structure          Broadcast Writing Style          Broadcast Copy Preparation          Conclusion          Points for Consideration and Discussion          Further Reading          Web Sites          Exercises   8.  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          Other Media          Points for Consideration and Discussion          Further Reading          Web Sites          Exercises   9. Writing for Public Relations.          The Work of the PR Practitioner          Characteristics of the PR Practitioner          Writing News Releases          Letters          Company Publications          Oral Presentations          Conclusion          Points for Consideration and Discussion          Further Reading          Web Sites          Exercises   10. Writers & the Law.           The First Amendment          Defamation          The Plaintiff’s Case          Affirmative Defenses          Privacy          Copyright and Trademark          Advertising          Broadcast Regulation          Conclusion          Further Reading          Web Sites   Appendix A: Copy-editing Symbols.    Appendix B: Grammar and Diagnostic Exams. Appendix C: Problem Words and Phrases.    Appendix D: Advertising Copy Sheets. Appendix E: Glossary.    Index.