Reaching Audiences, 6th edition

Jan Johnson Yopp
, Katherine C. McAdams

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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

ISBN-13: 9780137525263

Subject: Communication

Category: General Mass Communication

In this Section:

Brief Table of Contents
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