Mass Media Writing An Introduction,9780137764440

Mass Media Writing An Introduction

by ; ; ; ; ;
ISBN13: 9780137764440
ISBN10: 0137764448
Format: Paperback
Pub. Date: 1996-08-01
Publisher(s): Pearson
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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

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