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 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 on the Web Working on the Web Blogging Best Blogging Practices Linking and Other Interactive Elements Engaging Readers The Big Three Chapter 7. Social Media What Is Social Media? Why Is Social Media Valuable? A Quick Look at Some Social Media Tools Building a Social Media Audience The Big Three Chapter 8. Law and Ethics in Media Writing 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 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 Beginning The Middle The End 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 Writing Creatively for Marketing The Big Three Glossary Index
Vincent F. Filak, Ph.D., is an award-winning teacher, scholar and college media adviser who serves as a professor of journalism at the University of Wisconsin Oshkosh, where he primarily teaches courses on media writing and reporting. Prior to his arrival at UWO, he served on the faculty at Ball State University and also taught courses at the University of Missouri and the University of Wisconsin-Madison. He also previously worked for the Wisconsin State Journal and the Columbia Missourian newspapers. Filak has earned the Distinguished Four-Year Newspaper Adviser award from the College Media Association for his work with the Advance-Titan, UWO's student newspaper. CMA previously honored him as an Honor Roll Recipient for his work as the adviser of the Daily News at Ball State. The National Scholastic Press Association presented him with its highest honor, the Pioneer Award, "in recognition of significant contributions to high school publications and journalism programs." As a scholar, Filak has received more than a dozen top conference paper awards, including those from the Association for Education in Journalism and Mass Communication, the Broadcast Education Association and the International Public Relations Society of America. He has published more than 30 scholarly, peer-reviewed articles in top-tier journals, including Journalism and Mass Communication Quarterly, Journalism and Mass Communication Educator, Newspaper Research Journal, the Atlantic Journal of Communication, Journalism: Theory, Practice and Criticism, the Howard Journal of Communication, Educational Psychology and the British Journal of Social Psychology. He is also the winner of CMA's Nordin Research Award, which goes to the best research paper completed on a topic pertaining to media advisers within a given year. He has published several textbooks in the field of journalism, including "Dynamics of Media Writing" (Sage), "Dynamics of News Reporting and Writing" (Sage), "Convergent Journalism" (Focal) and "The Journalist's Handbook to Online Editing" (with Kenneth L. Rosenauer; Pearson). He lives in Omro, Wisconsin, with his wife, Amy, and their daughter, Zoe.