KEY FEATURES: The emphasis on transferrable skills and multiple platforms shows students how to use the basic principles of good editing for journalism, PR, advertising, or social media marketing. The book takes a broad approach to editing, demonstrating that it’s not just a skill for managers at newspapers, but rather an essential process for improving all aspects of published writing. This addresses a critical course challenge, in that many students don’t see the relevance of editing in their planned careers. The audience-centric method emphasizes the need to engage one’s audience in order to be a successful writer. “Helpful Hints” boxes provide easy-to-consult lists of dos and don'ts for good writing. “Thoughts From a Pro” boxes allow media professionals from a variety of backgrounds to demonstrate the essential function of the editing process in the workplace.

Social Media

13 Social media

Learning Objectives

After completing this chapter, you should be able to:

  • Understand how social media can connect you with your audience.
  • Assess ways to draw, develop and cultivate a social media audience.
  • Evaluate a tweet for accuracy, clarity and appropriateness.
  • Compare and contrast social media and traditional media with regard to use, trust and value.
  • Understand ways in which social media disasters can harm your organization and how you can avoid them.

The concept of mass media has always been a one-to-many model in which a primary source of news, such as a newspaper or television station, disseminates information to a homogeneous group of people within the reach of that medium. Audience members had few choices in the early part of the previous century. One or two ...

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