Reaching Audiences

Series
Pearson
Author
Jan Johnson Yopp / Katherine C. McAdams / Ryan Thornburg  
Publisher
Pearson
Cover
Softcover
Edition
6
Language
English
Total pages
336
Pub.-date
January 2014
ISBN13
9780205874378
ISBN
0205874371
Related Titles



Description

A brief yet thorough guide to correct, clear writing for the media

 

The sixth edition of Reaching Audiences stresses the importance of clear, concise, and accurate writing in a media world that is increasingly web-based.  Illustrative and specific real life examples provide guidance for students to improve their writing. By recognizing today’s ever-changing media environment, this text is grounded in the basics of good writing, which is essential to communicators in print, online, broadcast, and strategic communication.

 

This text is available in a variety of formats – digital and print. Pearson offers its titles on the devices students love through Pearson’s MyLab products, CourseSmart, Amazon, and more. To learn more about our programs, pricing options and customization, click the Choices tab.

 

Learning Goals

Upon completing this book, readers will be able to:

  • Understand the basics of good writing
  • Edit and evaluate their own writing
  • Gather information through research and interviewing

Features

  • The writing process–The writing process is extensively examined, including guidelines for good writing, grammar, punctuation, bias, sources, databases, editing as part of writing, online content, and word usage.
  • Chapters on bias and stereotypes and legal and ethical issues–Assist students in reporting by raising their awareness of these issues.
  • A wealth of in-chapter exercises and an accompanying workbook-Enable students to practice skills immediately after reading about them.
  • A full chapter devoted to the role and importance of self-editing–demonstrates to students how to evaluate their own writing.
  • Grammar and math skills–The importance of these skills are stressedearly in the text.
  • The Internet and its effect on mass communication–Is discussed throughout the text.
  • Tips for online writing–Tips are provided to prepare students for the different media in which they may work.
  • MySearchLab with Pearson eText - A collection of tools and resources that can help students in any course. MySearchLab is designed with one single purpose - to improve the academic success of all higher education students, one student at a time. MySearchLab contains a Pearson eText and research/writing tools:
    • Pearson eText - Just like the printed text, students can highlight relevant passages and add their own notes. For even greater flexibility, students can download the eText to a tablet using the free Pearson eText app.
    • Research and writing tools - Access to various academic journals, census data, Associated Press news feeds, and discipline-specific readings. Also, a wide range of composition and grammar tools aid students throughout the writing process, helping them to produce more effective papers.

New to this Edition

  • Full revision–A full revision of the text expands the traditional emphasis on print and broadcast media to include all media–new media, mobile media, and social media.
  • New examples–New examples have been selected from a broad array of media and other sources.
  • Coverage of digital media–A section in Chapter 4 ("Getting to the Point") covers “Writing Leads for Digital Media” and also introduces the concept of Search Engine Optimization.
  • Online writing–The online chapter has been extensively revised to highlight approaches to online writing (Chapter 8).
  • New technology–Effects of new technology and social media are explored in Chapter 14, "Strategic Communication."
  • The 24/7 news cycle–Throughout the book, more attention is paid to effects of the 24/7 news cycle, including the perpetual demand for new information for and from audiences.
  • Legal considerations–New coverage of legal considerations raised by working online and in social media, such as Twitter, has been included.

Table of Contents

In this Section:

1) Brief Table of Contents

2) Full Table of Contents

 

1) Brief Table of Contents

 

Part One: The Components of Good Writing

 

Chapter 1: Understanding Today’s Audiences
Chapter 2: Tools for Writers: Spelling, Grammar, and Math
Chapter 3: Editing for Audiences 
Chapter 4: Guidelines for Good Writing 

 

Part Two: Constructing the Message

 

Chapter 5: Getting to the Point
Chapter 6: Beyond the Lead: Writing the Message
Chapter 7:
Specific Story Formats
Chapter 8:
Writing for Digital Delivery

 

Part Three: Gathering Information

 

Chapter 9: Research and Observation
Chapter 10:
Interviewing, Quotes, and Attribution
Chapter 11:
Recognizing Bias and Stereotypes
Chapter 12: Legal and Ethical Issues

Part Four: Other Media

Chapter 13: Broadcast Media
Chapter 14: Strategic Communication

 

 2) Full Table of Contents

 

Part One: The Components of Good Writing

 

Chapter 1: Understanding Today’s Audiences
Reaching Audiences
Knowing Audiences
The Writing Process Explained
On Your Own
Exercises
References

 

Chapter 2: Tools for Writers: Spelling, Grammar, and Math
Spelling in the Computer Age
Grammar to the Rescue
Grammar Problems Up Close
Math for Writers
References

 

Chapter 3: Editing for Audiences
Watching Style
Editing Responsibilities
Editing for Online and Other Platforms
Putting the Editing Rules into Practice
Exercises
References

 

Chapter 4: Guidelines for Good Writing
Watchwords of Writing
Keys to Good Writing
Words
Sentences
Paragraphs–Short Paragraphs
The Way to Clearer Writing
Enough Guidelines!
Exercises
References

 

Part Two: Constructing the Message

 

Chapter 5: 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
Writing Leads for Digital Media
Choosing a Lead Type and Elements
Exercises

 

Chapter 6: Beyond the Lead: Writing the Message
The Inverted Pyramid
Organizing a Story
News Peg and Nut Graph
Other Organizational Styles
Unifying Writing
Moving Forward
Exercises
References

 

Chapter 7: Specific Story Formats
News versus Feature
Putting It Together
Obituaries
Speech Stories
Exercises
References

 

Chapter 8: Writing for Digital Delivery
The World Goes Online
Online News and Information
Blogging
Social Media
What’s Next with Online Content
Exercises
References

 

Part Three: Gathering Information

 

Chapter 9: Research and Observation
Getting Started
Government Sources
Online Research
Observation
Exercises
References

 

Chapter 10: Interviewing, Quotes, and Attribution
Interviewing as a Challenge
Research before Interviewing
Getting the Interview
Writing the Questions
Conducting an Interview
Selecting and Using Quotes
More on Attribution
Exercises
References

 

Chapter 11: Recognizing Bias and Stereotypes
The Bias Habit
Considering Specific Groups
Overcoming Bias in Writing
Exercises
References

 

Chapter 12: Legal and Ethical Issues
Libel
Privacy
Copyright and Plagiarism
Keeping Up with Digital
Ethics in Gathering Information
Exercises
References

 

Part Four: Other Media

 

Chapter 13: Broadcast Media
The Medium Changes the Style
Print versus Broadcast Copy
Leads and Structure
Writing Guidelines
Broadcast Formats
Effects of Technology
Exercises
References

 

Chapter 14: Strategic Communication
The Importance of Good Writing
Public Relations in Practice
How Media Reach Publics
Advertising’s Role in Strategic Communication
Advertising and Today’s Audiences
Strategic Communication in a digital environment
Exercises
References