Communication, Film & Theatre

Reaching Audiences provides a brief yet thorough guide to correct, clear writing for the media.

This text sets up the writing process and shows students how to accomplish each task in a mass media context. Throughout the book, the importance of the audience in considering media and messages is stressed. Illustrative and specific real life examples provide students with guidance for improving their writing. Specific skills related to spelling, grammar, accuracy, word usage, bias, research, interviewing, and other important topics are covered. By recognizing that today's students are preparing for careers in a changing media environment, this text covers a wide range of fields (print, electronic media, public relations, and advertising) and illuminates the differences and similarities in writing styles among them.

• Examines the writing process and includes guidelines for good writing, grammar, punctuation, bias, sources, databases, editing as part of writing, the Internet, and different types of word usage.

• Assists students in becoming more sensitive to language and increases awareness of stereotypes in the chapter on bias (Ch. 6).

• Enables students to practice skills immediately after reading about them by providing a wealth of in-chapter exercises.

• Demonstrates to students how to evaluate their own writing via an extensive section on self-editing.

• Emphasizes grammar early in the text (Ch. 2).

• Discusses the Internet and its effect on mass communication and provides tips for writing for the Internet that better prepare students for the different media in which they may work.

• Provides a list of URLs throughout Chapter 9 to help students gain a professional orientation to the Internet.

• Features two NEW Chapters:
  • Editing has been given its own chapter (Ch. 3) with coverage expanded to include online editing, providing students with up-to-date information and tips for editing in multiple platforms.
  • Chapter 7 discusses the three types of stories beginning reporters generally write– features, obituaries, and speeches–preparing students for work they will do when they first work as reporters.

• The chapter on bias has been expanded to cover religion and under-reported groups such as people living in poverty, helping students increase their awareness about the variety of stories possible and how to report on them.
• Updated examples throughout the book include legal and ethical issues, enhancing students understanding of the complexity and nuances of professional reporting.

I. THE COMPONENTS OF GOOD WRITING.

1. Writing for Today's Audiences.

Reaching Audiences.

Knowing Audiences.

The Writing Process Explained.

Considering Audiences.

2. Tools for Writers: Spelling, Grammar, Style, and Math.

Spelling in the Computer Age.

Grammar To the Rescue.

Grammar Problems Up Close.

Watching Style.

Copyediting Symbols.

Math for Journalists.

Suggested Readings.

3. Editing, Editing, Editing

Watching Style

Copyediting Symbols

Other Editing Responsibilities

Editing for Online and Other Formats

Putting the Rules in Practice

Exercises

References

4. 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.

5. Beyond the Lead: Writing the Message.

The Inverted Pyramid.

Organizing a Story.

News Peg and Nut Graph.

Other Organizational Styles.

Unifying Writing.

News versus Feature.

Moving on with Writing.

II. GATHERING INFORMATION.

6. Recognizing Bias and Stereotypes.

The Bias Habit.

Considering Specific Groups.

Overcoming Bias in Writing.

7. Beyond Simple Formats

News versus Feature

Obituaries

Speech Stories

Exercises

References

8. Legal and Ethical Issues.

Libel.

Privacy.

Copyright and Plagiarism.

Ethics in Gathering Information.

Other Newsgathering Dilemmas.

9. Interviewing, Quotations, 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.

Covering Speeches.

III. OTHER MEDIA WRITING STYLES.

10. Electronic Media.

Print and Electronic Media Writing.

Leads and Structure.

Writing Guidelines.

Style in Copy.

Broadcast Formats.

Online Writing

Trends in Electronic Media.

Other Trends.

11. Public Relations Writing.

What Is Public Relations?

The Role of Good Writing.

The Media as a Public.

Communications Tools.

Public Relations and Advertising.

Communications Planning.

Wrap-Up.

12. Advertising.

Advertising in the Information Age.

Advertising and Today's Audiences.

Advertising on the Internet.

Tips for Ad Copy That Sells.

All Writers Can Learn from Advertising.

Appendix A. The Abused Words List.

Appendix B. Keys to Grammar and Style Quizzes.

Appendix C. Key to Math Test.

Index.

Newswriting and Reporting  (Mass Communication / Public Relations / Film)
Media Writing  (Mass Communication / Public Relations / Film)

• 
  Reaching Audiences: A Guide to Media Writing, 5/E
  Yopp, McAdams & Thornburg
  ©2010 | Allyn & Bacon | Paper; 384 pp | Instock
  ISBN-10: 0205693105 | ISBN-13: 9780205693108
  Brief Description | Buy from myPearsonStore

  

  Reaching Audiences provides a brief yet thorough guide to correct, clear writing for the media.

   

  This text stresses the importance of clear, concise, accurate writing in a media world that is increasingly online. The book sets up the writing process and the essential art of editing while reinforcing the importance of the audience in considering the structure of media messages. Illustrative and specific real life examples provide guidance for students in improving their writing. Specific skills related to spelling, grammar, accuracy, word usage, bias, research, interviewing, and other important topics are covered. By recognizing today’s ever-changing media environment, this text is grounded in the basics of good writing essential to communicators in print, online, broadcast, and strategic communication.

Reaching Audiences provides a brief yet thorough guide to correct, clear writing for the media.

This text sets up the writing process and shows students how to accomplish each task in a mass media context. Throughout the book, the importance of the audience in considering media and messages is stressed. Illustrative and specific real life examples provide students with guidance for improving their writing. Specific skills related to spelling, grammar, accuracy, word usage, bias, research, interviewing, and other important topics are covered. By recognizing that today's students are preparing for careers in a changing media environment, this text covers a wide range of fields (print, electronic media, public relations, and advertising) and illuminates the differences and similarities in writing styles among them.

New in the 4th Edition

• Features 2 new chapters:
  • Editing has been given its own chapter (Ch. 3) with coverage expanded to include online editing, providing students with up-to-date information and tips for editing in multiple platforms.
  • The three types of stories beginning reporters generally write — features, obituaries, and speeches — are discussed in chapter 7, preparing students for work they will do when they first work as reporters.

• The chapter on bias has been expanded to cover religion and under-reported groups such as people living in poverty, helping students increase their awareness about the variety of stories possible and how to report on them.

• Updated examples throughout the book include legal and ethical issues, enhancing students understanding of the complexity and nuances of professional reporting.

Praise for Reaching Audiences

The focus of this text is perfect. I’m a strong believer that mass media writers must consider audience, above all, when writing. [In this text] there isn’t extraneous material. It goes to the point of each media style and includes good examples.

~ James Aucoin, University of South Alabama

I think this text is an excellent one…

~ Roberta Kelly, Washington State University

It’s the only book which addresses writing fundamentals in a basic and usable way.

~ Deborah Petersen-Perlman, University of Minnesota Duluth

Reaching Audiences is straightforward and to the point. The authors work hard at making points very clear in each chapter and section. They speak directly to students with direct language.

~ Betsy B. Alderman, University of Tennessee at Chattanooga

Instructor's Manual (Download Only), 4/E
Yopp & McAdams
©2007 | Allyn & Bacon | On-line Supplement; 64 pp | Instock
ISBN-10: 020549725X | ISBN-13: 9780205497256
  View Downloadable Files

Student Workbook, 4/E
Yopp & McAdams
©2007 | Allyn & Bacon | Paper; 112 pp | Instock
ISBN-10: 0205496199 | ISBN-13: 9780205496198

Allyn & Bacon Digital Media Archive for Communication, Version 3.0, 3/E
Allyn & Bacon
©2005 | Allyn & Bacon | CD-ROM Only; 32 pp | Instock
ISBN-10: 0205437095 | ISBN-13: 9780205437092

InterWrite PRS RF (Personal Response System)
InterWrite PRS & Allyn & Bacon/Longman
©2005 | Allyn & Bacon | Electronic Supplement | Instock
ISBN-10: 0205436951 | ISBN-13: 9780205436958

Pearson Allyn & Bacon Film Study Site Update (open Access)
Allyn & Bacon
©2011 | Allyn & Bacon | On-line Supplement | Estimated Availability : 02/15/2010
ISBN-10: 0205737595 | ISBN-13: 9780205737598
URL:  http://www.abfilmstudies.com

ResearchNavigator.com Guide: Mass Communication, Theatre, and Film (Valuepack item only)
Roat & Barr
©2007 | Allyn & Bacon | Paper; 128 pp | Instock
ISBN-10: 0205524141 | ISBN-13: 9780205524143

iClicker Classroom Response System
iClicker & Allyn & Bacon/Longman
©2008 | Allyn & Bacon | Electronic Supplement | Instock
ISBN-10: 0205594506 | ISBN-13: 9780205594504

Study Card for Journalism and News Writing
Aucoin
©2010 | Allyn & Bacon | Study Card; 2 pp | Instock
ISBN-10: 0205755542 | ISBN-13: 9780205755547

Study Card for Journalism and News Writing
Aucoin
©2010 | Allyn & Bacon | Study Card; 2 pp | Instock
ISBN-10: 0205755542 | ISBN-13: 9780205755547

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