Writing for the Mass Media, 7th Edition

Now in its Seventh Edition, Writing for the Mass Media remains one of the clearest and most effective introductions to media writing on the market. Offering clear writing, simple organization, abundant exercises, and precise examples, this book provides readers information about media writing and opportunities to develop their skills as professional writers. Using a text-workbook format, it introduces and explains the major forms of media writing–inverted pyramid and other story structures for print, emerging forms for the Web, dramatic unity for broadcast, copy platforms for advertising, and the various writing structures required for public relations. The basic and practical approach of Writing for the Mass Media makes it an excellent book for the introductory level writer.

Table of Contents

Preface  xi

Chapter 1: Sit Down and Write

• What is Good Writing?
• Getting Ready to Write
• Basic Techniques
• Writing for the Mass Media
• Professionalism
• The Changing Media Environment
• And Finally . . .

Chapter 3: Basic Tools of Writing

• Grammar
• Sentences
• Parts of Speech
• Common Grammar Problems
• Punctuation
• Spelling
• Computer Aids
• Words, Words, Words
• Writing With Clarity

Chapter 4: Style and the Stylebook

• Accuracy
• Clarity
• Brevity
• Journalistic Conventions
• Journalistic Style
• Stylebooks
• The Associated Press Stylebook
• Language Sensitivity
• Conclusion

Chapter 5: Writing in the Media Environment

• The News Culture
• Elements of News
• The Importance of Accuracy
• Deadlines
• Ethical Behavior
• The Reporting Method
• Sources of Information
• Personal sources
• Interviewing
• Observation
• Stores Sources of Information
• Writing by Example

Chapter 6: Basic News Writing I

• The Inverted Pyramid
• The Lead Paragraph
• Developing the Story
• Using Quotations
• Characteristics of News Stories
• Transitions
• Attribution
• Short Sentences, Short Paragraphs
• Third Person
• An Attitude for Accuracy

Chapter 7: Basic News Writing II

• 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

Chapter 8: Writing for the Web I

• Characteristics of the Web
• Writing Characteristics and Techniques
• Forms of Writing
• Microcontent
• Weblogs
• A Full Arsenal

Chapter 9: Writing for the Web II

• Journalism Expanded and Accelerated
• Demands of the Audience
• Characteristics of Web Writing
• Backpack Journalism
• Lateral Reporting
• Web Packages
• Wanted for the Web: Writers and Editors

Chapter 10: Writing for Broadcast by Mark Harmon

• Broadcast Style
• Broadcast Copy Preparation
• Television News Story Formats
• Television News Story Scripts
• Putting Together a Newscast
• Conclusion

Chapter 11: 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
• Web Advertising
• Other Media
• Conclusion

Chapter 12: Writing for Public Relations

• The Public Relations Process
• An Organization’s “Publics”
• The Work of the PR Practitioner
• Characteristics of the PR Practitioner
• Writing News Releases
• Video News Releases
• Letters
• Company Publications
• Oral Presentations
• Conclusion

Chapter 13: The Writer and the Law by Matthew Bunker

• The First Amendment
• Defamation
• The Plaintiff’s Case
• Affirmative Defenses
• Privacy
• Copyright and Trademark
• Advertising
• Broadcast Regulation
• Conclusion