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 Broader-Issue Examination Hoaxes and Myths The Big Three CHAPTER 3 * Grammar, Style and Language Basics Why Do Grammar and Style Matter? Sentence Structure Sentence Length Read Your Work Aloud The Dictionary: Your Best Friend How to Keep Writing Tight and Right The Big Three CHAPTER 4 * Basic Media Writing The Killer "Be's" of 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 Where Should We Meet? Interacting With Your Source Interviewing for Multiple Media The Questions Interview Flow Silence As an Ally Nonverbal Approach: How to Ask a Question Without Asking The End of the Interview (Almost) Follow-Up Interviews The Big Three CHAPTER 6 * Writing on the Web Working on the Web Blogging Linking and Other Interactive Elements Engaging Readers Social Media The Big Three CHAPTER 7 * Law and Ethics in Media Writing Introduction The First Amendment Libel Legal Defenses Against Libel 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 8 * 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 9 * Writing for Traditional Print News Products Nuances for Print Writing Expanding the Inverted Pyramid The Beginning The Middle The End The Big Three CHAPTER 10 * Writing for Broadcast Nuances for Broadcast Writing Structure Integrating Additional Elements Types of Stories The Big Three PART III: FOCUS ON MARKETING MEDIA CHAPTER 11 * Public Relations Defining PR Types of PR Writing Keys to PR Why the Media Matters The Big Three CHAPTER 12 * Advertising Defining Advertising The Creative Brief Message Formation Writing in Advertising The Big Three CHAPTER 13 * Marketing Brands and Branding Campaigns vs. Brands Useful Marketing Platforms and Tools Copywriting for a Brand Writing Creatively for Marketing The Big Three PART IV: COMING BACK TOGETHER CHAPTER 14 * A Few Last Words Accuracy Matters Most Clarity Is Crucial Skills Will Transfer Never Stop Learning Be a Storyteller.