Writing for the Media
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- Description
- Contents
- Reviews
- About
Foreword by Francis Ingham Introduction Good media writing - the business case The ROI – media messages The media writing challenge: editorial choice B2B and B2C – what’s the difference? How journalists write The journalist’s PR challenge Journalists’ rules Researching a story Interview tips
- Composition: Headlines and leads Format, structure Short-form and long-form The human factor and illustrations Media language Enemies of clarity Style Quotations Self-editing
- What the media want and don’t want What the media say they want and don’t want Story ingredients: the Trevor Morris system Writing for screens: advice from Steve Dunne Pitching a story to the media Making a soft story stronger Distribution: the PESO model
- Appendix Advice from journalists and editors Good media relations – five top tips Books about the media and media writing Improving your media writing A selection of journalism terms Media story platforms Putting it into practice (exercises) Media quotes about the media
‘At a time when journalists are becoming fewer in number, are being asked to do more and are under huge pressure to produce it faster, it is more important than ever for PR specialists to be able to write media material that journalists can work with. Long-time PR executive and doyen of the UK’s PR industry Adrian Wheeler leads by example, producing a well-written and highly engaging book that lays out the case for better writing in media material, and then in a clear, informative, entertaining and often witty way, sets about teaching the reader how best to achieve it.’
‘This is a witty, simple-to-follow must-read for everyone with an interest in our industry - whether they are keen to grasp the basics or veteran communicators. The book provides valuable insights into the formulation of media copy and the techniques of good media writing. The author both inspires readers and challenges them to think and communicate differently.’
‘There’s no shortage of “how to write” advice out there, and Amazon is awash with “how to do PR” books. Most are prolix statements of the obvious, or self-deluding and unsupported opinions about the client’s importance and the journalist’s hunger for content. Which is why it’s a real pleasure to be able to recommend this genuinely useful, genuinely valuable and thankfully succinct collection of sound pointers and practical rules, hard-won over the years and honed in the real world.’
‘For an editor, it's hard work when PR people send in copy that needs re-writing. On the other hand, material composed according to certain “rules of journalism” puts a smile on my face. If you want to make people like me smile, this book will tell you all you need to know and nothing you don't.’