图书简介

Preface \\ Acknowledgments \\ About the Author \\ PART I. THE BASICS YOU NEED, REGARDLESS OF FIELD \\ Chapter 1. Know Your Audience \\ How to Define an Audience \\ Key Questions to Ask in Serving Your Readers \\ What Attracts an Audience? \\ What Audiences Need to Know and How to Make Them Care \\ The Big Three \\ Chapter 2. Being Accurate, Relying on the Facts \\ Why Is Journalism Such a Picky Field? \\ Why Media Professionals Matter More Than Ever \\ Making Sure You Are Sure \\ Examining the Broader Issues \\ The Big Three \\ Chapter 3. Grammar, Style and Language Basics \\ Why Do Grammar and Style Matter? \\ Sentence Structure \\ Sentence Length \\ Read Your Work Aloud \\ How to Keep Writing Tight and Right \\ The Big Three \\ Chapter 4. Basic Media Writing \\ The “Killer Be’s” of Good Writing \\ The Inverted Pyramid \\ Leads: The Prominence of Importance \\ Types of Leads \\ Problematic Leads and Potential Fixes \\ How to Order the Rest of Your Pyramid \\ The Big Three \\ Chapter 5. Interviewing \\ Interview Preparation \\ Places to Dig \\ Getting the Interview \\ Interacting With Your Source \\ Interviewing via Email or Text \\ Interviewing for Multiple Media \\ The Questions \\ Interview Flow \\ Silence as an Ally \\ The Nonverbal Approach: How to Ask a Question Without Asking \\ The End of the Interview (Almost) \\ Follow-Up Interviews \\ The Big Three \\ Chapter 6. Writing for Websites and Blogs \\ Working on the Web \\ Blogging \\ Best Blogging Practices \\ How to Build a Quality Blog Post \\ Linking and Other Interactive Elements \\ Engaging Readers \\ The Big Three \\ Chapter 7. Social Media \\ What Does Social Media Do? \\ Why Is Social Media Valuable? \\ Social Media Tools \\ How to Avoid #Fail \\ Building a Social Media Audience \\ The Big Three \\ Chapter 8. Law and Ethics in Media Writing \\ The First Amendment \\ Libel \\ Legal Defenses Against Libel \\ Getting SLAPP-ed Anyway \\ Copyright \\ How to Avoid Copyright Infringement \\ Ethics and the Media \\ Ethical Concerns \\ How to Work Through Ethical Dilemmas \\ Determining Your Own Approach to Ethics \\ The Big Three \\ PART II. FOCUS ON NEWS MEDIA \\ Chapter 9. Reporting: The Basics and Beyond \\ Event Coverage \\ Preparing for the Event \\ How to Cover the Event \\ News Reporting Beyond the Event \\ Beats \\ Features \\ Profile Writing \\ Localizations \\ Obituaries \\ The Big Three \\ Chapter 10. Writing for Traditional Print News Products \\ Nuances for Print Writing \\ Attributions \\ Expanding the Inverted Pyramid \\ The Big Three \\ Chapter 11. Writing for Broadcast \\ Nuances for Broadcast Writing \\ Structure \\ Integrating Additional Elements \\ Types of Stories \\ Polishing Your Final Piece for Delivery \\ The Big Three \\ PART III. FOCUS ON MARKETING MEDIA \\ Chapter 12. Public Relations \\ Defining PR \\ Types of PR Writing \\ Keys to PR \\ Why the Media Matters \\ The Big Three \\ Chapter 13. Advertising \\ Defining Advertising \\ The Creative Brief \\ Message Formation \\ Writing in Advertising \\ The Big Three \\ Chapter 14. Marketing \\ Brands and Branding \\ Campaigns Versus Brands \\ Useful Marketing Platforms and Tools \\ Copywriting for a Brand \\ Ways to Work With and for Your Readers \\ Writing Creatively for Marketing \\ The Big Three \\ Glossary \\ Index

Trade Policy 买家须知