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Reaching audiences : a guide to media writing

Author: Jan Johnson Yopp; Katherine C McAdams
Publisher: Boston : Allyn and Bacon, ©1999.
Edition/Format:   Print book : English : 2nd edView all editions and formats
Summary:

A new edition of an instructional textbook for developing writing skills for use in various mass communication settings. The material is organized into four sections which cover the basic writing  Read more...

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Document Type: Book
All Authors / Contributors: Jan Johnson Yopp; Katherine C McAdams
ISBN: 0205286224 9780205286225
OCLC Number: 39464946
Description: xiv, 394 pages : illustrations ; 23 cm
Contents: Most chapters conclude with "Exercises" and "References." I.THE COMPONENTS OF GOOD WRITING. 1.The Writing Process. Writing Is the Basic Task.The Writing Process Explained.Consider the Audience.2.Audience, Audience, Audience. How Audiences Have Changed.Information and Media Glut.Analyzing Audiences.Success with Audiences.Reaching Audiences.Different Approaches for Different Audiences.3.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.Choosing a Lead Type.4.Beyond the Lead: Organization. The Inverted Pyramid.Organizing a Story.News Peg and Nut Graph.Other Organization Styles.Unifying Writing.News versus Feature.The Professional Writer.Moving on with Writing.II.IMPROVING WRITING. 5.Saying It Straight. Watchwords of Writing.Keys to Good Writing.Words.Sentences.Paragraphs - Short Paragraphs.Where We Are.The Way to Clearer Writing.How the Rules Apply.6.Editing and Polishing Writing. Editing, Editing, Editing.The Steps of Editing.Watching Style.Copyediting Symbols.Wrap-Up.7.Recognizing Bias and Stereotypes. The Bias Habit.Considering Specific Groups.Overcoming Bias in Writing.8.Testing Your Grammar. But My Grammar Is Good ...Grammar Problems.Test Yourself.Suggested Readings.III.GATHERING INFORMATION. 9.Research and Observation. Getting Started in Research.Government Sources.Online Research.Beyond Documents and Online Services.Observation.10.Interviewing, Quotations, and Attribution. Interviewing as a Challenge.Research Before Interviewing.Getting the Interview.Writing the Questions.The Interview Itself.Selecting and Using Quotations.More on Attribution.Covering Speeches.A Parting Shot.IV.OTHER MEDIA WRITING STYLES. 11.Electronic Media. Writing for Print versus Electronic Media Writing.Electronic Media Writing.Writing Guidelines.Style in Copy.Broadcast Formats.Radio and Television Careers.Wrap-Up.12.Public Relations Writing. What Is Public Relations?The Role of Good Writing.The Media as a Public.Printed Communications Tools.Speeches.Public Relations and Advertising.Communications Planning.Wrap-Up.13.Advertising. Advertising in the Information Age.Advertising and Today's Audiences.Advertising Writing: The Process.Tips for Ad Copy That Sells.All Writers Can Learn from Advertising.Appendix A: Libel and Privacy. Appendix B: The Abused Words List. Appendix C: Spelling in the Computer Age. Appendix D: Key to Grammar Quizzes. Index.
Responsibility: Jan Johnson Yopp, Katherine C. McAdams.

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