Reaching Audiences: A Guide to Media Writing (2nd Edition)

Cable television, videos, databases, e-mail, cell phones, and websites -- the information age has changed the face of communication in almost all fields: Writers use computer databases to research; reporters and columnists submit articles through electronic transmission from around the globe; companies send messages via fax, video, or computerized sound files. But the key ingredient to success in any communications job remains the same -- good writing. In today's world, good writing has suffered from the proliferation of technology. This book stresses the importance of accurate, articulate writing in the information age, and the key component of audience consideration in the writing process. This book serves as a brief yet thorough guide to clear, concise writing for the media. It sets up the writing process and shows readers how to accomplish each writing task in a mass media context. Throughout the book, readers are reminded to always consider the importance of audience in producing and analyzing media and messages. Illustrative and specific real life examples provide readers with guidance for improving their writing. By recognizing that today's readers are preparing for a changing media environment, this book covers a wide range of fields (print, electronic media, public relations, and advertising), and illuminates the differences in writing styles among them. Mass communication and electronic communication specialists, newscasters, editors, advertisers, and public relations professionals,