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Why Do You Need This New Edition?, i
Copyright, iv
Preface, xi
Part One. The Components of Good Writing, 1
1. Understanding Today’s Audiences, 1
Reaching Audiences, 2
Knowing Audiences, 8
The Writing Process Explained, 10
Exercises, 18
References, 19
2. Tools for Writers: Spelling, Grammar, and Math, 20
Spelling in the Computer Age, 21
Grammar to the Rescue, 26
Grammar Problems Up Close, 29
Math for Journalists, 46
References, 53
3. Editing for Audiences, 54
Watching Style, 55
Editing Responsibilities, 58
Editing for Online and Other Formats, 65
Putting the Editing Rules into Practice, 66
Exercises, 68
References, 71
4. Guidelines for Good Writing, 72
Watchwords of Writing, 72
Keys to Good Writing, 75
Words, 82
Sentences, 86
Paragraphs—Short Paragraphs, 90
The Way to Clearer Writing, 92
Exercises, 104
References, 106
Part Two. Constructing the Message, 107
5. Getting to the Point, 107
What’s the Point?, 108
In the Beginning Comes the Lead, 109
News Elements, 113
News Values, 118
General Rules for Leads, 127
Summary Leads, 128
Other Lead Formats, 131
Writing Leads for Online Media, 136
Choosing a Lead Type, 138
Exercises, 141
6. Beyond the Lead: Writing the Message, 146
The Inverted Pyramid, 147
Organizing a Story, 151
News Peg and Nut Graph, 154
Other Organizational Styles, 156
Unifying Writing, 160
Exercises, 165
References, 169
7. Producing Online Content, 170
The World Goes Online, 171
Electronic Media Then and Now, 173
What’s Different about Online Content, 180
The Components of a News Site, 182
Structuring Messages, 188
Challenges and Opportunities, 195
Exercises, 198
8. Beyond Breaking News, 199
News versus Feature, 200
Obituaries, 209
Speech Stories, 213
Exercises, 217
References, 218
Part Three. Gathering Information, 219
9. Research and Observation, 219
Getting Started, 220
Government Sources, 226
Online Research, 229
Observation, 232
Exercises, 238
References, 239
10. Interviewing, Quotes, and Attribution, 240
Interviewing as a Challenge, 241
Research before Interviewing, 244
Getting the Interview, 245
Writing the Questions, 248
Conducting an Interview, 249
Selecting and Using Quotes, 256
More on Attribution, 262
Exercises, 267
References, 268
11. Recognizing Bias and Stereotypes, 269
The Bias Habit, 270
Considering Specific Groups, 275
Overcoming Bias in Writing, 285
Exercises, 286
References, 287
12. Legal and Ethical Issues, 289
Libel, 290
Privacy, 297
Copyright and Plagiarism, 300
Ethics in Gathering Information, 305
Exercises, 311
References, 313
Part Four. Other Media, 314
13. Broadcast Media, 314
The Medium Changes the Style, 315
Print versus Broadcast Copy, 316
Leads and Structure, 319
Writing Guidelines, 321
Broadcast Formats, 325
Trends in Broadcast Media, 326
Exercises, 328
References, 329
14. Strategic Communication, 331
The Importance of Good Writing, 332
Public Relations in Practice, 333
The Media as a Public, 338
Advertising’s Role in Strategic Communication, 341
Advertising and Today’s Audiences, 343
Strategic Communication Online, 349
Exercises, 350
References, 352
Appendix A. Keys to Grammar Quizzes, 353
Appendix B. Key to Math Test, 358
Index, 360

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