| Preface |
|
xv | |
| Acknowledgments |
|
xix | |
| About the Author |
|
xx | |
|
PART I THE BASICS YOU NEED, REGARDLESS OF FIELD |
|
|
1 | (1) |
|
Chapter 1 Know Your Audience |
|
|
2 | (17) |
|
How to Define an Audience |
|
|
3 | (3) |
|
|
|
4 | (1) |
|
|
|
5 | (1) |
|
Psychographic Information |
|
|
5 | (1) |
|
Connect: The Personification Of Your Audience |
|
|
6 | (1) |
|
Key Questions to Ask in Serving Your Readers |
|
|
6 | (3) |
|
What Do My Readers Want From Me? |
|
|
7 | (1) |
|
How Do My Readers Want the Information? |
|
|
7 | (1) |
|
Adapt: Shifting Content To Satisfy An Audience |
|
|
8 | (1) |
|
Does the Audience Change Over Time? |
|
|
8 | (1) |
|
What Attracts an Audience? |
|
|
9 | (4) |
|
|
|
9 | (1) |
|
|
|
10 | (1) |
|
|
|
11 | (1) |
|
|
|
11 | (1) |
|
|
|
12 | (1) |
|
Professional Thoughts: Suzanne Struglinski |
|
|
13 | (1) |
|
What Audiences Need to Know and How to Make Them Care |
|
|
13 | (3) |
|
|
|
14 | (1) |
|
|
|
14 | (1) |
|
|
|
14 | (1) |
|
|
|
15 | (1) |
|
|
|
15 | (1) |
|
Meet the Need: Propose Options |
|
|
16 | (1) |
|
|
|
16 | (3) |
|
Chapter 2 Being Accurate, Relying on the Facts |
|
|
19 | (2) |
|
Why Is Journalism Such a Picky Field? |
|
|
21 | (1) |
|
Why Media Professionals Matter More Than Ever |
|
|
21 | (2) |
|
ADAPT: The Fight Against Fake News |
|
|
22 | (1) |
|
|
|
23 | (6) |
|
|
|
24 | (2) |
|
Connect: The Telephone Game |
|
|
26 | (1) |
|
|
|
26 | (1) |
|
Professional Thoughts: Jennifer Morehead |
|
|
27 | (2) |
|
Examining the Broader Issues |
|
|
29 | (3) |
|
Become a "Nondenominational Skeptic" |
|
|
29 | (1) |
|
Stick to What People Said |
|
|
29 | (1) |
|
|
|
30 | (1) |
|
Say Only What You Know for Sure |
|
|
31 | (1) |
|
Find More Than One Good Source for Key Facts |
|
|
31 | (1) |
|
|
|
32 | (2) |
|
Chapter 3 Grammar, Style and Language Basics |
|
|
34 | (1) |
|
Why Do Grammar and Style Matter? |
|
|
35 | (2) |
|
Enhanced Trust Between Writer and Reader |
|
|
35 | (1) |
|
|
|
36 | (1) |
|
Consistency Helps Readers |
|
|
36 | (1) |
|
More Tools in the Toolbox |
|
|
36 | (1) |
|
|
|
37 | (3) |
|
Noun-Verb-Object: The Holy Trinity of Writing |
|
|
37 | (1) |
|
Pick Concrete Nouns and Vigorous Verbs |
|
|
37 | (1) |
|
The Simple Sentence Diagram |
|
|
38 | (1) |
|
Active Voice: Let Your Verb Do the Work |
|
|
39 | (1) |
|
|
|
40 | (3) |
|
ADAPT: The "Grocery Shopping Approach" |
|
|
40 | (1) |
|
Short Sentences Pack a Punch |
|
|
41 | (1) |
|
Medium Sentences Set the Pace |
|
|
41 | (1) |
|
Long Sentences Roll On and On |
|
|
42 | (1) |
|
Helpful Hints: Grammar Versus Clarity |
|
|
42 | (1) |
|
|
|
43 | (2) |
|
The Five-Minute AP Stylebook |
|
|
44 | (1) |
|
How to Keep Writing Tight and Right |
|
|
45 | (6) |
|
Write Quickly but Edit Slowly |
|
|
45 | (1) |
|
connect: inconceivable! The art of reviewing your copy carefully |
|
|
46 | (1) |
|
|
|
47 | (1) |
|
|
|
47 | (1) |
|
|
|
47 | (1) |
|
Reduce the Use of Prepositions |
|
|
48 | (1) |
|
Possessives Versus Plurals (and Other Similar Snafus) |
|
|
48 | (1) |
|
Professional Thoughts: Shay Quillen |
|
|
49 | (1) |
|
Examine Antecedents and Pronouns |
|
|
50 | (1) |
|
Remove Qualifiers That Couch Your Facts |
|
|
50 | (1) |
|
|
|
51 | (3) |
|
Chapter 6 Basic Media Writing |
|
|
54 | (1) |
|
The "Killer Be's" of Good Writing |
|
|
55 | (4) |
|
|
|
55 | (1) |
|
|
|
56 | (1) |
|
|
|
56 | (1) |
|
|
|
57 | (1) |
|
|
|
57 | (1) |
|
|
|
58 | (1) |
|
Professional Thoughts: Adam Silverman |
|
|
58 | (1) |
|
|
|
59 | (1) |
|
Adapt: The Inverted Pyramid As A Thinking Tool |
|
|
60 | (1) |
|
Leads: The Prominence of Importance |
|
|
60 | (2) |
|
"What Matters Most?" 5W's and 1H and More |
|
|
61 | (1) |
|
|
|
61 | (1) |
|
Lead Length and Readability |
|
|
62 | (1) |
|
|
|
62 | (3) |
|
|
|
62 | (1) |
|
|
|
63 | (1) |
|
|
|
63 | (1) |
|
|
|
64 | (1) |
|
Problematic Leads and Potential Fixes |
|
|
65 | (3) |
|
|
|
66 | (1) |
|
|
|
66 | (1) |
|
|
|
67 | (1) |
|
|
|
68 | (1) |
|
How to Order the Rest of Your Pyramid |
|
|
68 | (3) |
|
Determine the Value of Each Fact |
|
|
69 | (1) |
|
|
|
69 | (1) |
|
Build the Body in Descending Order of Importance |
|
|
69 | (1) |
|
|
|
70 | (1) |
|
|
|
70 | (1) |
|
Connect: Why Are You Doing What You're Doing? |
|
|
71 | (1) |
|
|
|
71 | (3) |
|
|
|
74 | (1) |
|
|
|
75 | (1) |
|
|
|
76 | (1) |
|
|
|
77 | (1) |
|
|
|
77 | (1) |
|
|
|
77 | (1) |
|
Interacting With Your Source |
|
|
78 | (1) |
|
Professional Thoughts: Paige Bonanno |
|
|
79 | (1) |
|
Interviewing via Email or Text |
|
|
79 | (1) |
|
Interviewing for Multiple Media |
|
|
80 | (2) |
|
|
|
80 | (1) |
|
Recording Your Discussion, Repurposing the Material |
|
|
81 | (1) |
|
The Right Pieces for the Right Platform |
|
|
81 | (1) |
|
|
|
82 | (2) |
|
ADAPT: Open-Ended And Closed-Ended Questions |
|
|
82 | (1) |
|
|
|
83 | (1) |
|
Are You Asking What You Think You're Asking? |
|
|
83 | (1) |
|
Connect: What Would A Reader Want To Know? |
|
|
84 | (1) |
|
|
|
84 | (1) |
|
Helpful Hints: Three Things To Improve Your Interviews |
|
|
84 | (1) |
|
|
|
85 | (1) |
|
The Nonverbal Approach: How to Ask a Question Without Asking |
|
|
85 | (1) |
|
The End of the Interview [ Almost] |
|
|
86 | (2) |
|
|
|
86 | (1) |
|
Did I Miss Anything Important? |
|
|
86 | (1) |
|
Could You Suggest Other People as Sources? |
|
|
87 | (1) |
|
A Pro's Best Interviewing Advice |
|
|
87 | (1) |
|
|
|
88 | (1) |
|
|
|
88 | (3) |
|
Chapter 6 Writing for Websites and Blogs |
|
|
91 | (1) |
|
|
|
92 | (3) |
|
|
|
93 | (1) |
|
Tell the Story With Multiple Elements |
|
|
93 | (1) |
|
Write in Easy-to-Use Pieces |
|
|
93 | (1) |
|
Connect: How To Build A Nonlinear Story Web |
|
|
94 | (1) |
|
|
|
95 | (1) |
|
|
|
95 | (4) |
|
|
|
96 | (1) |
|
|
|
97 | (1) |
|
|
|
98 | (1) |
|
|
|
99 | (1) |
|
|
|
99 | (1) |
|
Focus on Audience Interests |
|
|
100 | (1) |
|
|
|
100 | (1) |
|
How to Build a Quality Blog Post |
|
|
100 | (5) |
|
|
|
101 | (1) |
|
|
|
102 | (1) |
|
|
|
103 | (1) |
|
|
|
104 | (1) |
|
Linking and Other Interactive Elements |
|
|
105 | (2) |
|
|
|
106 | (1) |
|
|
|
106 | (1) |
|
|
|
106 | (1) |
|
Professional Thoughts: Ken Smith |
|
|
106 | (1) |
|
|
|
107 | (3) |
|
|
|
108 | (1) |
|
|
|
108 | (1) |
|
|
|
109 | (1) |
|
ADAPT: Keys To Good Digital-Media Writing |
|
|
109 | (1) |
|
|
|
110 | (3) |
|
|
|
113 | (1) |
|
What Does Social Media Do? |
|
|
114 | (1) |
|
|
|
114 | (1) |
|
Earned Trust and Authority |
|
|
115 | (1) |
|
|
|
115 | (1) |
|
|
|
115 | (1) |
|
Why Is Social Media Valuable? |
|
|
115 | (3) |
|
|
|
116 | (1) |
|
|
|
116 | (1) |
|
|
|
116 | (1) |
|
|
|
116 | (1) |
|
Professional Thoughts: Patrick Finley |
|
|
117 | (1) |
|
|
|
118 | (6) |
|
Twitter: News Anywhere 280 Characters at a Time |
|
|
118 | (1) |
|
ADAPT: Twitter Is Leads And Headlines |
|
|
119 | (1) |
|
Storytelling as a Patchwork Quilt |
|
|
120 | (1) |
|
|
|
121 | (2) |
|
Connect: Understanding Influencers |
|
|
123 | (1) |
|
|
|
124 | (2) |
|
Read from the Perspective of a 12-Year-Otd Boy |
|
|
124 | (1) |
|
Don't Barge in on a Hashtag |
|
|
124 | (1) |
|
Don't Let Robots Run Your Social Media Without Supervision |
|
|
125 | (1) |
|
|
|
125 | (1) |
|
Building a Social Media Audience |
|
|
126 | (1) |
|
Pick Your Social Media Platformlsl Wisely |
|
|
126 | (1) |
|
Let Users Know You Are Human |
|
|
126 | (1) |
|
|
|
126 | (1) |
|
Consistently Post at a Comfortable Rate |
|
|
127 | (1) |
|
|
|
127 | (3) |
|
Chapter 8 Law and Ethics in Media Writing |
|
|
130 | (1) |
|
|
|
131 | (3) |
|
|
|
131 | (1) |
|
What It Does and Doesn't Protect |
|
|
132 | (1) |
|
Misconceptions Regarding the Amendment |
|
|
133 | (1) |
|
|
|
134 | (2) |
|
|
|
134 | (1) |
|
|
|
134 | (1) |
|
|
|
135 | (1) |
|
|
|
135 | (1) |
|
|
|
136 | (1) |
|
|
|
136 | (1) |
|
Legal Defenses Against Libel |
|
|
136 | (4) |
|
|
|
136 | (1) |
|
|
|
137 | (1) |
|
|
|
137 | (1) |
|
The Communications Decency Act |
|
|
137 | (1) |
|
Helpful Hints: An Opinion Or A Fact: How Courts Have Helped Define Each |
|
|
138 | (1) |
|
How to Avoid a Lawsuit in the First Place |
|
|
139 | (1) |
|
|
|
140 | (1) |
|
|
|
141 | (1) |
|
How to Avoid Copyright Infringement |
|
|
141 | (2) |
|
|
|
141 | (1) |
|
|
|
141 | (1) |
|
|
|
142 | (1) |
|
Professional Thoughts: Ashley Messenger |
|
|
142 | (1) |
|
|
|
143 | (1) |
|
|
|
143 | (2) |
|
|
|
143 | (1) |
|
|
|
144 | (1) |
|
|
|
144 | (1) |
|
|
|
144 | (1) |
|
Adapt: Promotion Or Payola? |
|
|
145 | (1) |
|
How to Work Through Ethical Dilemmas |
|
|
145 | (1) |
|
|
|
145 | (1) |
|
|
|
146 | (1) |
|
Discuss the Issue With Others |
|
|
146 | (1) |
|
|
|
146 | (1) |
|
Determining Your Own Approach to Ethics |
|
|
146 | (2) |
|
|
|
147 | (1) |
|
Helpful Hints: A Quick Look At Various Ethical Standards |
|
|
147 | (1) |
|
Experience Is the Best Teacher |
|
|
148 | (1) |
|
Understand the Impact of Your Actions |
|
|
148 | (1) |
|
|
|
148 | (1) |
|
|
|
148 | (5) |
|
PART II FOCUS ON NEWS MEDIA |
|
|
153 | (3) |
|
Chapter 9 Reporting: The Basics and Beyond |
|
|
156 | (1) |
|
|
|
155 | (2) |
|
|
|
155 | (2) |
|
|
|
157 | (1) |
|
|
|
157 | (1) |
|
|
|
157 | (1) |
|
|
|
157 | (1) |
|
|
|
158 | (2) |
|
|
|
158 | (1) |
|
|
|
158 | (1) |
|
|
|
159 | (1) |
|
|
|
159 | (1) |
|
|
|
159 | (1) |
|
|
|
159 | (1) |
|
News Reporting Beyond the Event |
|
|
160 | (1) |
|
|
|
160 | (4) |
|
|
|
160 | (1) |
|
|
|
161 | (2) |
|
Professional Thoughts: Eric Deutsch |
|
|
163 | (1) |
|
|
|
164 | (1) |
|
Identify the Main Assertion |
|
|
164 | (1) |
|
|
|
165 | (1) |
|
|
|
165 | (1) |
|
|
|
165 | (2) |
|
|
|
165 | (1) |
|
|
|
166 | (1) |
|
|
|
166 | (1) |
|
|
|
167 | (2) |
|
|
|
168 | (1) |
|
|
|
168 | (1) |
|
A Microcosm of a Broader Topic |
|
|
168 | (1) |
|
|
|
169 | (1) |
|
|
|
169 | (3) |
|
Chapter 10 Writing for Traditional Print News Products |
|
|
172 | (1) |
|
Nuances for Print Writing |
|
|
173 | (6) |
|
|
|
173 | (1) |
|
|
|
174 | (1) |
|
|
|
175 | (1) |
|
The Cases For And Against Fixing Quotes |
|
|
175 | (2) |
|
Adapt: Reworking Jargon Effectively |
|
|
177 | (2) |
|
Connect: Quoting People Like US |
|
|
179 | (1) |
|
|
|
179 | (3) |
|
|
|
180 | (1) |
|
|
|
180 | (1) |
|
Repetition of Attributions |
|
|
181 | (1) |
|
Professional Thoughts: Jon Seidel |
|
|
182 | (1) |
|
Expanding the Inverted Pyramid |
|
|
182 | (4) |
|
|
|
183 | (1) |
|
|
|
184 | (1) |
|
|
|
185 | (1) |
|
|
|
186 | (3) |
|
Chapter 11 Writing for Broadcast |
|
|
189 | (1) |
|
Nuances for Broadcast Writing |
|
|
190 | (3) |
|
|
|
190 | (1) |
|
Helpful Hints: The Eyes And Ears Of Writing |
|
|
190 | (1) |
|
|
|
191 | (1) |
|
|
|
191 | (1) |
|
Writing for the Distracted |
|
|
192 | (1) |
|
Connect: Reaching Viewers In An Interpersonal Way |
|
|
192 | (1) |
|
|
|
193 | (3) |
|
|
|
193 | (1) |
|
|
|
194 | (1) |
|
|
|
194 | (1) |
|
|
|
195 | (1) |
|
Integrating Additional Elements |
|
|
196 | (2) |
|
|
|
196 | (1) |
|
Writing Into and Out of Soundbites |
|
|
197 | (1) |
|
|
|
198 | (5) |
|
|
|
198 | (1) |
|
|
|
199 | (1) |
|
|
|
199 | (1) |
|
|
|
199 | (1) |
|
|
|
200 | (2) |
|
Professional Thoughts: Alex Crowe |
|
|
202 | (1) |
|
Polishing Your Final Piece for Delivery |
|
|
203 | (1) |
|
|
|
204 | (3) |
|
PART III FOCUS ON MARKETING MEDIA |
|
|
207 | (1) |
|
Chapter 12 Public Relations |
|
|
208 | (1) |
|
|
|
209 | (3) |
|
|
|
210 | (1) |
|
|
|
210 | (1) |
|
Professional Thoughts: Sarah Jackson |
|
|
210 | (1) |
|
|
|
211 | (1) |
|
|
|
211 | (1) |
|
|
|
212 | (1) |
|
|
|
212 | (8) |
|
|
|
212 | (3) |
|
Helpful Hints: The Components Of A Standard News Release |
|
|
215 | (2) |
|
|
|
217 | (2) |
|
|
|
219 | (1) |
|
|
|
219 | (1) |
|
|
|
219 | (1) |
|
|
|
219 | (1) |
|
Necessary Skills And Good Jobs |
|
|
220 | (1) |
|
|
|
220 | (4) |
|
|
|
220 | (1) |
|
Craft the Best Possible Message |
|
|
221 | (2) |
|
|
|
223 | (1) |
|
|
|
224 | (2) |
|
Their Audiences Can Become Your Audiences |
|
|
225 | (1) |
|
Their Credibility Can Become Your Credibility |
|
|
225 | (1) |
|
Your Understanding Can Become Their Understanding |
|
|
225 | (1) |
|
Adapt: Writing Like The News Journalists |
|
|
225 | (1) |
|
|
|
226 | (3) |
|
|
|
229 | (1) |
|
|
|
230 | (3) |
|
|
|
230 | (1) |
|
|
|
231 | (1) |
|
Information Plus Persuasion |
|
|
231 | (1) |
|
|
|
232 | (1) |
|
Professional Thoughts: Kate Morgan |
|
|
232 | (1) |
|
Promotes Products, Services or Ideas |
|
|
233 | (1) |
|
|
|
233 | (2) |
|
|
|
234 | (1) |
|
|
|
234 | (1) |
|
|
|
234 | (1) |
|
ADAPT: A "Lead" Approach To The Creative Brief |
|
|
234 | (1) |
|
|
|
235 | (6) |
|
|
|
236 | (1) |
|
|
|
236 | (1) |
|
|
|
237 | (1) |
|
Present an Option for Action |
|
|
237 | (1) |
|
|
|
238 | (1) |
|
Understand How to Measure the Outcome |
|
|
238 | (1) |
|
Connect: Alternative Advertising Approaches |
|
|
239 | (2) |
|
|
|
241 | (3) |
|
Focus on Benefits and Characteristics |
|
|
241 | (1) |
|
|
|
242 | (1) |
|
|
|
242 | (1) |
|
Write Clearly and Plainly |
|
|
243 | (1) |
|
|
|
243 | (1) |
|
|
|
244 | (3) |
|
|
|
247 | (1) |
|
|
|
248 | (1) |
|
|
|
248 | (1) |
|
Useful Marketing Platforms and Tools |
|
|
249 | (3) |
|
|
|
249 | (1) |
|
|
|
250 | (1) |
|
|
|
250 | (1) |
|
|
|
251 | (1) |
|
|
|
252 | (5) |
|
|
|
252 | (1) |
|
|
|
253 | (1) |
|
|
|
253 | (1) |
|
|
|
253 | (2) |
|
Professional Thoughts: Erin White |
|
|
255 | (1) |
|
Connect: Digital Tools And Techniques For Marketing To Your Audience |
|
|
255 | (2) |
|
Ways to Work With and for Your Readers |
|
|
257 | (1) |
|
|
|
257 | (1) |
|
Use a Word Bank and Brand Dictionary |
|
|
257 | (1) |
|
|
|
257 | (1) |
|
Edit, Edit and Edit Again |
|
|
258 | (1) |
|
Ask "Would I Buy This?" Before You Publish |
|
|
258 | (1) |
|
Writing Creatively for Marketing |
|
|
258 | (3) |
|
|
|
258 | (1) |
|
Apply Strategic Relevance |
|
|
259 | (1) |
|
|
|
259 | (2) |
|
|
|
261 | (3) |
| Glossary |
|
264 | (7) |
| Index |
|
271 | |
Daugiau apie elektronines knygas