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Why You Need This New Edition, i
Copyright, iv
Preface, xi
About the Author, xiii
Chapter One. Sit Down and Write, 1
What’s Important, 1
What Is Good Writing?, 2
Getting Ready to Write, 3
Basic Techniques, 5
Writing for the Mass Media, 8
Professionalism, 8
The Changing Media Environment, 9
And Finally ..., 9
What’s Ahead, 10
Points for Consideration and Discussion, 10
Further Reading, 10
Web Sites, 11
Exercises, 11
Chapter Two. Basic Tools of Writing, 17
What’s Important, 17
Grammar, 18
Sentences, 19
Sidebar 2.1. Glossary of Grammar Terms, 21
Parts of Speech, 22
Common Grammar Problems, 23
Punctuation, 25
Spelling, 27
Sidebar 2.2. Spelling Rules, 28
Computer Aids, 29
Words, Words, Words, 30
Writing with Clarity, 31
What’s Ahead, 32
Points for Consideration and Discussion, 32
Further Reading, 32
Web Sites, 32
Exercises, 32
Chapter Three. Style and the Stylebook, 43
What’s Important, 43
Accuracy, 44
Clarity, 45
Brevity, 47
Journalistic Conventions, 48
Journalistic Style, 51
Sidebar 3.1. Tips on AP Style: Abbreviations, 52
Stylebooks, 53
Sidebar 3.2. Tips on AP Style: Capitalization, 53
The Associated Press Stylebook, 54
Sidebar 3.3. Tips on AP Style: Numbers, 55
Sidebar 3.4. Tips on AP Style: Punctuation, 56
Sidebar 3.5. Tips on AP Style: Names and Titles, 57
Language Sensitivity, 58
Sidebar 3.6. Tips on AP Style: Time, 59
Conclusion, 60
What’s Ahead, 60
Points for Consideration and Discussion, 60
Further Reading, 60
Web Sites, 60
Exercises, 61
Chapter Four. Writing in the Media Environment, 75
What’s Important, 75
The News Culture, 76
Elements of News, 77
The Importance of Accuracy, 80
Deadlines, 81
Ethical Behavior, 82
The Reporting Method, 83
Sources of Information, 84
Personal Sources, 84
Interviewing, 85
Sidebar 4.1. Interviewing Tips, 86
Observation, 90
Stored Sources of Information, 91
Writing by Example, 92
What’s Ahead, 92
Points for Consideration and Discussion, 93
Further Reading, 93
Web Sites, 93
Exercises, 93
Chapter Five. Basic News Writing I: Inverted Pyramid, Leads, and Writing Conventions, 105
What’s Important, 105
The Inverted Pyramid, 106
The Lead Paragraph, 108
Developing the Story, 111
Using Quotations, 114
Characteristics of News Stories, 116
Transitions, 116
Attribution, 118
Sidebar 5.1. Verbs of Attribution, 118
Short Sentences, Short Paragraphs, 119
Third Person, 120
An Attitude for Accuracy, 121
What’s Ahead, 121
Points for Consideration and Discussion, 121
Further Reading, 121
Web Sites, 122
Exercises, 122
Chapter Six. Basic News Writing II: Types of Stories, Editing, and Feature Writing, 131
What’s Important, 131
Other Story Structures, 132
Types of News Stories, 135
Editing and Rewriting, 139
Writing Feature Stories, 142
Sidebar 6.1. Tips on Writing Feature Articles, 143
Characteristics of Feature Writing, 143
Parts of a Feature Story, 145
The Challenge of Writing, 146
What’s Ahead, 146
Points for Consideration and Discussion, 146
Further Reading, 147
Web Sites, 147
Exercises, 147
Chapter Seven. Writing for the Web I: The Fundamentals, 167
What’s Important, 167
Characteristics of the Web, 168
Writing Characteristics and Techniques, 172
Sidebar 7.1. The Art of Linking, 174
Forms of Writing, 177
Microcontent, 177
Web Logs, 182
A Full Arsenal, 183
What’s Ahead, 183
Points for Consideration and Discussion, 183
Further Reading, 184
Web Sites, 184
Exercises, 184
Chapter Eight. Writing for the Web II: The Potential for Journalism, 189
What’s Important, 189
Journalism Expanded and Accelerated, 190
Demands of the Audience, 191
Characteristics of Web Writing, 192
Backpack Journalism, 193
Lateral Reporting, 194
Web Packages, 198
Sidebar 8.1. Checklist for a Web News Package, 200
Wanted for the Web: Writers and Editors, 200
What’s Ahead, 201
Points for Consideration and Discussion, 201
Further Reading, 201
Exercises, 201
Chapter Nine. Writing for Broadcast, by Mark Harmon, 209
What’s Important, 209
Broadcast Style, 211
Sidebar 9.1. Writing for the Ear, 215
Broadcast Copy Preparation, 215
Radio News Story Formats and Scripts, 216
Television News Story Formats, 217
Television News Story Scripts, 218
Putting Together a Newscast, 220
Conclusion, 223
What’s Ahead, 223
Points for Consideration and Discussion, 223
Further Reading, 224
Web Sites, 224
Exercises, 224
Chapter Ten. Writing Advertising Copy, 237
What’s Important, 237
A Love–Hate Relationship, 238
The Field of Advertising, 239
Beginning the Process: Needs and Appeals, 240
The Audience, 242
The Product, 244
The Advertising Situation, 247
Copy Platforms, 247
Writing the Ad, 249
Elements of a Print Ad, 252
Writing Advertising for Broadcast, 255
Web Advertising, 261
Other Media, 261
Conclusion, 262
What’s Ahead, 262
Points for Consideration and Discussion, 262
Further Reading, 263
Web Sites, 263
Exercises, 263
Chapter Eleven. Writing for Public Relations, 273
What’s Important, 273
The Public Relations Process, 274
An Organization’s “Publics”, 276
The Work of the PR Practitioner, 276
Characteristics of the PR Practitioner, 277
Sidebar 11.1. Reader-Based Writing, 278
Writing News Releases, 280
Sidebar 11.2. A News Release Checklist, 284
Video News Releases, 285
Letters, 285
E-Mails, 289
Company Publications, 290
Oral Presentations, 293
Conclusion, 297
What’s Ahead, 297
Points for Consideration and Discussion, 297
Further Reading, 297
Web Sites, 298
Exercises, 298
Chapter Twelve. The Writer and the Law, by Matthew Bunker, 307
What’s Important, 307
The First Amendment, 308
Defamation, 310
The Plaintiff’s Case, 310
Affirmative Defenses, 312
Privacy, 314
Copyright and Trademarks, 316
Advertising, 319
Broadcast Regulation, 321
Conclusion, 321
Further Reading, 322
Web Sites, 322
Appendix A. Copy-Editing Symbols, 323
Appendix B. Grammar and Diagnostic Exams, 325
Appendix C. Problem Words and Phrases, 345
Appendix D. Advertising Copy Sheets, 355
Glossary, 361
Index, 365

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