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.

Audience-Centric Editing

1 Audience-centric editing

Learning Objectives

After completing this chapter, you should be able to:

  • Understand why media professionals need to value the audience now more than ever.
  • Know the key questions editors must ask of themselves to better understand and serve their audience.
  • Understand what makes media users different today than in previous generations and how to use that knowledge to best serve your readers.
  • Define an audience through demographic, geographic and psychographic elements.
  • Apply the five elements of interest that attract readers: fame, oddity, conflict, immediacy and impact.

The one thing all media professionals have in common is the need to reach an audience. News journalists, public relations practitioners, advertising professionals, marketers and social media managers all know that without an audience, nothing they do will matter. The goal ...

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