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.

Editing and Marketing

Editing and Marketing

15 Editing and marketing

Learning Objectives

After completing this chapter, you should be able to:

  • Define brands and campaigns and differentiate between the two concepts.
  • Understand the specific nuances of editing copy for marketing purposes, both as a marketer and as an editor who does marketing for his or her own publication.
  • Explain the ways in which you can attract and retain visitors to your digital media.
  • Expand on your understanding of SEO and explain simple ways in which you can improve your website to meet the needs of search engines.
  • Explain the best practices for social media marketing.

The job of marketing, from an editing perspective, can encapsulate multiple areas and interests. You can edit as a marketing professional who works with clients in an attempt to help ...

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