Reaching Audiences

A brief yet thorough guide to correct, clear writing for the media

This text stresses the importance of clear, concise, and accurate writing in a media world that is increasingly web-based.  Illustrative and specific real life examples provide guidance for students to improve their writing. By recognizing today’s ever-changing media environment, this text is grounded in the basics of good writing, which is essential to communicators in print, online, broadcast, and strategic communication.

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Learning Goals

Upon completing this book, readers will be able to:

• Understand the basics of good writing
• Edit and evaluate their own writing
• Gather information through research and interviewing

Note: MySearchLab does not come automatically packaged with this text.  To purchase MySearchLab, please visit: www.mysearchlab.com or you can purchase a ValuePack of the text + MySearchLab (at no additional cost): ValuePack ISBN-10: 0133829944 / ValuePack ISBN-13: 9780133829945

In this Section:

1) Brief Table of Contents

2) Full Table of Contents

1) Brief Table of Contents

Chapter 1: Understanding Today’s Audiences
Chapter 2: Tools for Writers: Spelling, Grammar, and Math
Chapter 3: Editing for Audiences 
Chapter 4: Guidelines for Good Writing 

Chapter 5: Getting to the Point
Chapter 6: Beyond the Lead: Writing the Message
Chapter 7: Specific Story Formats
Chapter 8: Writing for Digital Delivery

Part Three: Gathering Information

Chapter 9: Research and Observation
Chapter 10: Interviewing, Quotes, and Attribution
Chapter 11: Recognizing Bias and Stereotypes
Chapter 12: Legal and Ethical Issues

Part Four: Other Media

Chapter 13: Broadcast Media
Chapter 14: Strategic Communication

Part One: The Components of Good Writing

Chapter 1: Understanding Today’s Audiences
Reaching Audiences
Knowing Audiences
The Writing Process Explained
On Your Own
Exercises
References

Chapter 2: Tools for Writers: Spelling, Grammar, and Math
Spelling in the Computer Age
Grammar to the Rescue
Grammar Problems Up Close
Math for Writers
References

Chapter 3: Editing for Audiences
Watching Style
Editing Responsibilities
Editing for Online and Other Platforms
Putting the Editing Rules into Practice
Exercises
References

Chapter 4: Guidelines for Good Writing
Watchwords of Writing
Keys to Good Writing
Words
Sentences
Paragraphs–Short Paragraphs
The Way to Clearer Writing
Enough Guidelines!
Exercises
References

Chapter 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 Digital Media
Choosing a Lead Type and Elements
Exercises

Chapter 6: Beyond the Lead: Writing the Message
The Inverted Pyramid
Organizing a Story
News Peg and Nut Graph
Other Organizational Styles
Unifying Writing
Moving Forward
Exercises
References

Chapter 7: Specific Story Formats
News versus Feature
Putting It Together
Obituaries
Speech Stories
Exercises
References

Chapter 8: Writing for Digital Delivery
The World Goes Online
Online News and Information
Blogging
Social Media
What’s Next with Online Content
Exercises
References

Chapter 9: Research and Observation
Getting Started
Government Sources
Online Research
Observation
Exercises
References

Chapter 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
Exercises
References

Chapter 11: Recognizing Bias and Stereotypes
The Bias Habit
Considering Specific Groups
Overcoming Bias in Writing
Exercises
References

Chapter 12: Legal and Ethical Issues
Libel
Privacy
Copyright and Plagiarism
Keeping Up with Digital
Ethics in Gathering Information
Exercises
References

Chapter 13: Broadcast Media
The Medium Changes the Style
Print versus Broadcast Copy
Leads and Structure
Writing Guidelines
Broadcast Formats
Effects of Technology
Exercises
References

Chapter 14: Strategic Communication
The Importance of Good Writing
Public Relations in Practice
How Media Reach Publics
Advertising’s Role in Strategic Communication
Advertising and Today’s Audiences
Strategic Communication in a digital environment
Exercises
References

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