Index
Adrian Wheeler
(FPRCA)
ISBN: 978-1-78756-614-9, eISBN: 978-1-78756-611-8
Publication date: 14 January 2019
This content is currently only available as a PDF
Citation
Wheeler, A. (2019), "Index", Writing for the Media (PRCA Practice Guides), Emerald Publishing Limited, Leeds, pp. 99-102. https://doi.org/10.1108/978-1-78756-611-820191003
Publisher
:Emerald Publishing Limited
Copyright © 2019 Emerald Publishing Limited
INDEX
Abramovich, Roman
, 6
Acid test
, 55
Adjectives
, 41
Adverbs
, 41
Advertising
, 7–8, 60
copywriter
, 53
Anglo-Saxon
, 16, 37
Art of Thought, The (Wallas)
, 22
‘Art’ of journalism
, 14
Awareness
, 7
B2B
, 12–14, 21, 35
B2C
, 12–14, 21, 35
Balance
, 59
Bezos, Jeff
, 5
BMW
, 8
Brand
, 8
Brand Character Analysis (BCA)
, 9
By-line
, 48
Captive media
, (see Owned media)
Cardinal error
, 19
Chanel
, 8
Clarke, Basil
, 9, 45
Classic media lead
, 28
Clients
, 23, 37–38
Clips
, 33
Committee editing
, 39–40
Conflict
, 59
Dateline of material
, 30
Davies, Nick
, 1
Debate
, 59
Dell, Michael
, 8–9
‘du jour’
, 40
Dunne, Steve (UK digital communication experts)
, 52–53
Earned media
, 60–61
Easyjet
, 8
Editing
, 10
Editorial choice
, 9–12
Editors
, 3–6
Embargo
, 30–31
Empty words and hype
, 41
Enquiries
, 33–34
Exclusives
, 47–48
Exclusivity
, 16
F-secure
, 35
Facebook
, 45
‘Fair share of attention’
, 11
Filler
, 45
FMCG
, 9, 59
For Immediate Release
, 30–31
Fox, Barry
, 12
Golden rule
, 18, 43
Good media writing
, 2–6, 20, 36
Google
, 45
‘Grabber’
, 27
Graphics
, 33
Guardian, The
, 3–4, 36
Hard news
, 45–46, 48
Harmsworth, Lord
, 5
Headlines
, 26–28, 31, 52
Herod Clause
, 35
Hierarchy of effects
, 7
Human factor
, 35
Human interest
, 8
Human-interest stories
, 13
IBM
, 8
Illustrations
, 33, 52
human factor and
, 35–36
Industrial tribalism
, 38
Infographics
, 33
Information overload
, 38–39
Intense curiosity
, 5
Interesting media writing
, 41
Interview tips
, 23
IPSO
, 6
Journalism
, 5, 20
Journalists
, 3–6, 11, 59
PR challenge
, 18–20
rules
, 20–22
writing
, 14–18
Leads
, 27–31
Life (Zinsser)
, 2
Linkedin
, 40
Long form material
, 34
Managing expectations
, 11
Maslow’s Hierarchy of Needs
, 38
Media
distribution
, 60–61
exclusives
, 47–48
expert opinion
, 46–47
facts and figures
, 46
language
, 36–37
messages
, 6–9
needs
, 44
news
, 45–46
paid
, 60
pictures
, 36
pitching story to
, 53–58
from PR
, 49
relations
, 12
stories
, 14
truth
, 47
Media writing
, 2–3, 14–15
challenge
, 9–12
enemies of clarity
, 37–40
format and structure
, 30–34
golden rule in
, 17
headlines and leads
, 26–30
journalists and editors
, 3–6
quotations
, 41–43
short form and long form
, 34
style
, 40–41
Messages
, 3
Mirror, The
, 14
Morris, Trevor
, 49
Narrative intro hook
, 31–32
National Geographic
, 7
New Statesman
, 45
News
, 45
hard
, 45–46, 48
soft
, 45–46
News story
, 58
Ogilvy, David
, 7
One-per cent rule
, 9
Online media
, 61
Op-ed
, 26, 30
Origination of content
, 60
Outlets
, 10
Owned media
, 61
Paid, earned, shared, owned model (PESO model)
, 53, 60–61
Paid media
, 60
Paragraphs
, 37
Passive voice constructions
, 41
Pictures
, 33
PR professionals
, 1
PR works
, 6
PRCA Practice Guide
, 2
Press release
, 19, 38
Public interest
, 58–59
Quality of media coverage
, 11
Quantity of media coverage
, 11
Quotations
, 16–17, 41–43, 59
Quotes
, 32
Read-through-rate
, 37
Reader’s Digest
, 7
Real media
, 6
Reporters
, 1, 6, 20, 24, 30, 33, 36, 46
Response
, 59
ROI
, 6–9
Rule of thumb
, 13, 16, 56, 61
Rules and conventions
, 3
Self-editing
, 43–44
Sentences
, 37
Shared media
, 61
Sheer coverage
, 7
Shields, Fiona
, 36
Short form material
, 34
Social media
, 61
Soft news
, 45–46
Solo artistes
, 4
Sponsorships
, 60
‘Spray and pray’ principle
, 3, 10, 53–54
Story
, 14
ingredients
, 49–51
making ‘soft’ story stronger
, 58–59
pitching story to media
, 53–58
researching
, 22–23
Style in media material
, 40–41
Telegraph, The
, 14
Theme
, 32
Topicality
, 59
Traditional PR
, 60–61
Trevor Morris system
, 49–51
Twitter
, 40
Typographical devices
, 53
Universal Journalist, The (Randall)
, 15, 22
Verification
, 17
Vocabulary
, 37
Washington Post, The
, 5
Well-worn phrases
, 40
Wolff, Michael
, 6
Writing for screens
, 52–53
Zinsser, William
, 2