Reaching Audiences

<div class="c-un-numbered-list_container"> <p><strong>In this Section:</strong></p> <ol> <li><strong>Brief Table of Contents</strong></li> <li><strong>Full Table of Contents</strong></li> </ol> <h2>1) Brief Table of Contents</h2> <h3>Part One: The Components of Good Writing</h3> <ul> <li><strong>Chapter 1:</strong> Understanding Today's Audiences</li> <li><strong>Chapter 2:</strong> Tools for Writers: Spelling, Grammar, and Math</li> <li><strong>Chapter 3:</strong> Editing for Audiences</li> <li><strong>Chapter 4:</strong> Guidelines for Good Writing</li> </ul> <h3>Part Two: Constructing the Message</h3> <ul> <li><strong>Chapter 5:</strong> Getting to the Point</li> <li><strong>Chapter 6:</strong> Beyond the Lead: Writing the Message</li> <li><strong>Chapter 7:</strong> Specific Story Formats</li> <li><strong>Chapter 8:</strong> Writing for Digital Delivery</li> </ul> <h3>Part Three: Gathering Information</h3> <ul> <li><strong>Chapter 9:</strong> Research and Observation</li> <li><strong>Chapter 10:</strong> Interviewing, Quotes, and Attribution</li> <li><strong>Chapter 11:</strong> Recognizing Bias and Stereotypes</li> <li><strong>Chapter 12:</strong> Legal and Ethical Issues</li> </ul> <h3>Part Four: Other Media</h3> <ul> <li><strong>Chapter 13:</strong> Broadcast Media</li> <li><strong>Chapter 14:</strong> Strategic Communication</li> </ul> </div> <div class="c-un-numbered-list_container"> <h2>2) Full Table of Contents</h2> <h3>Part One: The Components of Good Writing</h3> <ul> <li><strong>Chapter 1: Understanding Today's Audiences</strong> <ul> <li>Reaching Audiences</li> <li>Knowing Audiences</li> <li>The Writing Process Explained</li> <li>On Your Own</li> <li>Exercises</li> <li>References</li> </ul></li> <li><strong>Chapter 2: Tools for Writers: Spelling, Grammar, and Math</strong> <ul> <li>Spelling in the Computer Age</li> <li>Grammar to the Rescue</li> <li>Grammar Problems Up Close</li> <li>Math for Writers</li> <li>References</li> </ul></li> <li><strong>Chapter 3: Editing for Audiences</strong> <ul> <li>Watching Style</li> <li>Editing Responsibilities</li> <li>Editing for Online and Other Platforms</li> <li>Putting the Editing Rules into Practice</li> <li>Exercises</li> <li>References</li> </ul></li> <li><strong>Chapter 4: Guidelines for Good Writing</strong> <ul> <li>Watchwords of Writing</li> <li>Keys to Good Writing</li> <li>Words</li> <li>Sentences</li> <li>Paragraphs–Short Paragraphs</li> <li>The Way to Clearer Writing</li> <li>Enough Guidelines!</li> <li>Exercises</li> <li>References</li> </ul></li> </ul> <h3>Part Two: Constructing the Message</h3> <ul> <li><strong>Chapter 5: Getting to the Point</strong> <ul> <li>What's the Point?</li> <li>In the Beginning Comes the Lead</li> <li>News Elements</li> <li>News Values</li> <li>General Rules for Leads</li> <li>Summary Leads</li> <li>Other Lead Formats</li> <li>Writing Leads for Digital Media</li> <li>Choosing a Lead Type and Elements</li> <li>Exercises</li> </ul></li> <li><strong>Chapter 6: Beyond the Lead: Writing the Message</strong> <ul> <li>The Inverted Pyramid</li> <li>Organizing a Story</li> <li>News Peg and Nut Graph</li> <li>Other Organizational Styles</li> <li>Unifying Writing</li> <li>Moving Forward</li> <li>Exercises</li> <li>References</li> </ul></li> <li><strong>Chapter 7: Specific Story Formats</strong> <ul> <li>News versus Feature</li> <li>Putting It Together</li> <li>Obituaries</li> <li>Speech Stories</li> <li>Exercises</li> <li>References</li> </ul></li> <li><strong>Chapter 8: Writing for Digital Delivery</strong> <ul> <li>The World Goes Online</li> <li>Online News and Information</li> <li>Blogging</li> <li>Social Media</li> <li>What's Next with Online Content</li> <li>Exercises</li> <li>References</li> </ul></li> </ul> <h3>Part Three: Gathering Information</h3> <ul> <li><strong>Chapter 9: Research and Observation</strong> <ul> <li>Getting Started</li> <li>Government Sources</li> <li>Online Research</li> <li>Observation</li> <li>Exercises</li> <li>References</li> </ul></li> <li><strong>Chapter 10: Interviewing, Quotes, and Attribution</strong> <ul> <li>Interviewing as a Challenge</li> <li>Research before Interviewing</li> <li>Getting the Interview</li> <li>Writing the Questions</li> <li>Conducting an Interview</li> <li>Selecting and Using Quotes</li> <li>More on Attribution</li> <li>Exercises</li> <li>References</li> </ul></li> <li><strong>Chapter 11: Recognizing Bias and Stereotypes</strong> <ul> <li>The Bias Habit</li> <li>Considering Specific Groups</li> <li>Overcoming Bias in Writing</li> <li>Exercises</li> <li>References</li> </ul></li> <li><strong>Chapter 12: Legal and Ethical Issues</strong> <ul> <li>Libel</li> <li>Privacy</li> <li>Copyright and Plagiarism</li> <li>Keeping Up with Digital</li> <li>Ethics in Gathering Information</li> <li>Exercises</li> <li>References</li> </ul></li> </ul> <h3>Part Four: Other Media</h3> <ul> <li><strong>Chapter 13: Broadcast Media</strong> <ul> <li>The Medium Changes the Style</li> <li>Print versus Broadcast Copy</li> <li>Leads and Structure</li> <li>Writing Guidelines</li> <li>Broadcast Formats</li> <li>Effects of Technology</li> <li>Exercises</li> <li>References</li> </ul></li> <li><strong>Chapter 14: Strategic Communication</strong> <ul> <li>The Importance of Good Writing</li> <li>Public Relations in Practice</li> <li>How Media Reach Publics</li> <li>Advertising's Role in Strategic Communication</li> <li>Advertising and Today's Audiences</li> <li>Strategic Communication in a digital environment</li> <li>Exercises</li> <li>References</li> </ul></li> </ul> </div>