This is the eBook of the printed book and may not include any media, website access codes, or print supplements that may come packaged with the bound book. A clear and effective introduction to media writing   Writing for the Mass Media offers clear writing, simple organization, abundant exercises, and precise examples that give students information about media writing and opportunities to develop their skills as professional writers. With a focus on a converged style of media writing, and converting that style into real work, this ninth edition maintains its classic and effective text/workbook format while staying ahead of the curve and preparing students for their future careers. MyCommunicationLab is an integral part of the Stovall program. MediaShare allows students to post speeches and share them with classmates and instructors. Interactive videos provide students with the opportunity to watch and evaluate sample speeches. Online self-assessments and pre- and post-tests help students assess their comfort level with public speaking and their knowledge of the material.

Table of Contents:
In This Section: I)  Brief Table of Contents II) Detailed Table of Contents     I) Brief Table of Contents    Chapter 1. What is Good Writing? Chapter 2. Basic Tools of Writing  Chapter 3. Style and the Stylebook  Chapter 4. Writing in the Media Environment  Chapter 5. Basic News Writing Chapter 6. Writing for Print Journalism  Chapter 7. Writing for the Web Chapter 8. Writing for Broadcast Journalism Chapter 9. Writing and Images  Chapter 10. Writing Advertising Copy  Chapter 11. Writing for Public Relations  Chapter 12. The Writer and the Law  Chapter 13. Getting a Job in the Mass Media    II) Detailed Table of Contents     Chapter 1. What is Good Writing? Basic Techniques Writing for the Mass Media The Changing Media Environment And Finally … Points for Consideration and Discussion  Websites Exercises    Chapter 2. Basic Tools of Writing  Words, Words, Words Grammar Sentences Parts of Speech Common Grammar Problems Punctuation Spelling Writing with Clarity Sidebar 2.1: Glossary of Grammar Terms Sidebar 2.2: Spelling Rules Points for Consideration and Discussion  Websites Exercises    Chapter 3. Style and the Stylebook  Accuracy Clarity Brevity Journalistic Conventions Journalistic Style Stylebooks The Associated Press Stylebook Language Sensitivity The Changing Language Sidebar 3.1: Tips on AP Style: Abbreviations Sidebar 3.2: Tips on AP Style: Capitalization Sidebar 3.3: Tips on AP Style: Numbers Sidebar 3.4: Tips on AP Style: Punctuation Sidebar 3.5: Tips on AP Style: Names and Titles Sidebar 3.6: Tips on AP Style: Time Points for Consideration and Discussion  Websites Exercises   Chapter 4. Writing in the Media Environment  Audience The News Culture Accuracy Verification and Attribution Information, Not Opinion Simplicity Clarity, Coherence and Context Deadlines Elements of News Reporting Skepticism Ethical Behavior Hardware and Software Conclusion Sidebar 4.1: Interviewing Tips Sidebar 4.2: Writing by Example Points for Consideration and Discussion  Websites Exercises    Chapter 5. Basic News Writing The Inverted Pyramid Developing the Story Characteristics of News Stories Headlines Summaries News Writing in the Near Future Points for Consideration and Discussion  Websites Exercises    Chapter 6. Writing for Print Journalism  Newspapers and Magazines Today Types of News Stories Writing Feature Stories Long-Form and Literary Journalism Editing and Rewriting Books The Challenge of  Writing Points for Consideration and Discussion  Websites Exercises    Chapter 7. Writing for the Web Characteristics of the web Journalism Expanded and Accelerated News Websites Blogging (Web Logs) Social Media Mobile Journalism Reporting for the Web Writing for the Web The Future Points for Consideration and Discussion Websites Exercises    Chapter 8. Writing for Broadcast Journalism Sound as a Reporting Tool Writing to Be Heard Techniques and Conventions Story Structure Writing the Audio/Video News Story Recording Audio Writing the Audio/Video News Story Editing Audio Ethics of Editing Audio Television News Selection of News Telling the Story with Video Shooting the Video Editing Video Broadcast Copy Preparation Putting Together a Newscast The Extended Interview, the Documentary and the Web Conclusion Points for Consideration and Discussion  Websites Exercises    Chapter 9. Writing and Images  Basic Concepts of Photojournalism The Threes of Photojournalism Writing Cutlines A Word About Accuracy Photojournalism Ethics The Audio Slideshow Sidebar 9.1: Seven Steps to the Audio Slide Show Reporting with Graphics What a Good Graphic Contains Building a Chart Sidebar 9.2: A Primer on Math Points for Consideration and Discussion  Websites Exercises    Chapter 10. Writing Advertising Copy  A Love–Hate Relationship The Field of Advertising Beginning the Process: Needs and Appeals The Product The Audience The Advertising Situation Copy Platforms Writing the Ad Elements of a Print Ad Writing Advertising for Broadcast The Tools of Broadcast Advertising Commercial Formats Storyboards Online  Advertising Other Media Conclusion Points for Consideration and Discussion  Websites Exercises    Chapter 11. 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 Emails Company Publications Websites and an Organization’s Online Presence Oral Presentations Conclusion Sidebar 12.1: A News Release Checklist Points for Consideration and Discussion Web Sites Exercises   Chapter 12. The Writer and the Law  by Matthew Bunker   The First Amendment Defamation The Plaintiff’s Case Affirmative Defenses Privacy Copyright and Trademarks Advertising Broadcast Regulation Conclusion Further Reading Websites   Chapter 13. Getting a Job in the Mass Media  Personal Attributes Building An Audience Social Networks Get Started Sidebar 13.1 Join Up Points for Consideration and Discussion Websites   Appendix A Copy-Editing Symbols  Appendix B Grammar and Diagnostic Exams  Appendix C Problem Words and Phrases  Appendix D Advertising Copy Sheets  Glossary  Index