Dynamics of Media Writing
Adapt and Connect

Third Edition

Vincent F. Filak - University of Wisconsin-Oshkosh, USA

Courses:
Advertising Cases | Introduction to Journalism | Media Writing | Media Writing | Public Relations Campaigns & Promotions

August 2021 | 304 pages | SAGE Publications, Inc

Dynamics of Media Writing Third Edition gives students transferable skills that can be applied across all media platforms—from traditional mass media formats like news, public relations, and advertising to emerging digital media platforms. Whether issuing a press release or tweeting about a new app, today’s media writers need to adapt their message for each specific media format in order to successfully connect with their audience. Throughout this text, award-winning teacher and college media adviser Vincent F. Filak introduces fundamental writing skills that apply to all media, while also highlighting which writing tools and techniques are most effective for specific media formats and why. User-friendly and loaded with practical examples and tips from professionals across mass media, this is the perfect guide for any student wanting to launch a professional media writing career.

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ISBN: 9781544385686	Paperback	Suggested Retail Price: $142.00	Bookstore Price: $113.60
ISBN: 9781544385662	Electronic Version	Suggested Retail Price: $88.00	Bookstore Price: $70.40

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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

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

Supplements

Instructor Resources

Online resources included with this text

The online resources for your text are available via the password-protected Instructor Resource Site, which offers access to all text-specific resources, including a test bank; editable, chapter-specific PowerPoint® slides; media writing assignments; AP Style exercises; and tables and figures from the book.

I used the text this semester and it is fine. I chose it for the embrace of PR and bcast writing alongside journalistic. The social media chapter is quite weak, mostly explains what SM are, rather than strategies for using them professionally. The exercises seem useful at full glance but need more direction/guidance to work in my classrooms.

Dr Jennifer Rauch

Mass Communication Dept, Linfield University

November 18, 2022

Report this review

Key features

NEW TO THIS EDITION:

Professional Thoughts features new interviews with working journalists who discuss recent changes in the industry.
New and updated information, including more instruction on writing for websites, blogs, press releases, and social media posts.
"Give It a Try" examples moved to the ends of the chapters to organize all in-class discussion prompts and activities in one easy-to-find place.
Updated photos and graphics illustrate the various elements of storytelling to make the information easier for students to apply.

KEY FEATURES:

Adapt boxes teach media writers how to get their message out across multiple media platforms, with an emphasis on adjusting to new digital formats.
Connect features reinforce the central importance of tailoring messages to particular audience needs.
Professional Thoughts interviews feature practical advice from professional journalists, PR executives, and advertisers.
Write Now! exercises offer students the opportunity to hone their writing skills in every chapter.
The Big Three sections at the end of each chapter highlight the three most important concepts and skills students need to remember.
Visual examples and breakout boxes appear as needed to alert students to important topics in easy-to-consume ways.

Sample Materials & Chapters

Chapter 1. Know Your Audience

Chapter 2. Being Accurate, Relying on the Facts

You are here

Dynamics of Media Writing
Adapt and Connect

Supplements

Sample Materials & Chapters

Sage College Publishing