This innovative book is the first to identify and describe the systematic process that drives the day-to-day work of writers in the real world of print and broadcast journalism, public relations, and advertising. The key to creative problem solution for both simple and complex assignments in media work is engagingly detailed in this thought-provoking guide. Users of this book will learn how to fulfill assignments and write copy that meets an editor's or client's expectations, speaks to the intended audience, stands up to question, and remains in memory.
The author skillfully blends tested processes from science and art to equip the student with the tools of self-management and the techniques of disciplined creativity that defend against erroneous judgment. Recognizing the role of problem solving in media and the primacy of critical thinking at all stages of the writing process -- from preparatory measures to final writing -- the author challenges the assumption that discipline and creativity areincompatible partners. That partnership is described in detail, then dramatized with absorbing examples and illustrations drawn from interviews with experienced practitioners in print and broadcast journalism, public relations, and advertising. Each chapter is a discovery of how this reliable partnership for solving writing problems in media applies to both anticipated and unexpected communication situations. Making known what media professionals have learned through trial and error on the job, here is a thinking and writing dynamic that students, new hires, and aspiring free-lancers can now acquire before entering the world of print or broadcast journalism, public relations, or advertising.

This innovative book is the first to identify and describe the systematic process that drives the day-to-day work of writers in the real world of print and broadcast journalism, public relations and advertising. The key to creative problem solution for both simple and complex assignments in media work is engagingly detailed in this thought-provoking guide. Users of this book will learn how to fulfill assignments and write copy that meets an editor's or client's expectations, speaks to the intended audience, stands up to question, and remains in memory. The author skillfully blends tested processes from science and art to equip the student with the tools of self-management and the techniques of disciplined creativity that defend against erroneous judgment. Recognizing the role of problem solving in media and the primacy of critical thinking at all stages of the writing process -- from preparatory measures to final writing -- the author challenges the assumption that discipline and creativity are incompatible partners. That partnership is described in detail, then dramatized with absorbing examples and illustrations drawn from interviews with experienced practitioners in print and broadcast journalism, public relations and advertising. Each chapter is a discovery of how this reliable partnership for solving writing problems in media applies to both anticipated and unexpected communication situations. Making known what media professionals have learned through trial and error on the job, here is a thinking and writing dynamic that students, new hires, and aspiring free-lancers can now acquire before entering the world of print or broadcast journalism, public relations or advertising.

"Experienced proposal writers should not be misled into thinking this book is for the novice alone. Everyone who has an idea or project to sell in any communication venue can gain a competitive edge and profit well from the ideas presented here." --Mary Alice Shaver, Associate Professor, University of North Carolina, Chapel Hill "Proposal Savvy is a unique book that both media professionals and students will find is an invaluable guide to generating proposals. Highly readable and interesting, it takes the reader step-by-step through the proposal process, from creating ideas to delivering the finished product. I particularly liked the sections on 'how the pros do it', which nicely illustrate how the author's ideas can be applied in the real world. This book leaves no stone unturned, with pointers on dress, posture, and eye contact and an entire chapter devoted to how to effectively use visuals to present your final proposal. This comprehensive reference source will undoubtedly, have a major impact on the art of proposal writing for years to come." --Roy L. Moore, Professor, School of Journalism and Telecommunications, University of Kentucky Learn how to: - Evaluate, verify, and analyze information in order to compose an evidence-based proposition - Target the audiences you intend to inform or influence - Eliminate counterarguments and resistance before the fact - Deliver an effectively researched and persuasively presented proposal Proposal Savvy defines, clarifies, and demystifies each phase of proposal development. No more guesswork. You will learn how to employ the time-honored process of problem solving and the critical/creative-thinking skill that drives it, how this reasoning system applies to not just a few but a variety of proposal opportunities, and how to anticipate and overcome barriers to a "yes" decision from executive or client. Proposal Savvy also explains how to deliver a persuasive oral argument of the written document and how to enhance the delivery with effective use of visual aids. In addition, over 40 seasoned professionals in print and broadcast, public relations, and advertising at 22 major media houses across the country introduce actual proposal cases they've resolved. Their discussions illustrate how the principles of problem solving and critical/creative thinking described in the book play out for proposal making in the real world of mass media. Proposal Savvy offers the means to produce an artfully designed and powerfully persuasive proposal that stands up to question. This book will interest the novice and professional alike--all those who must produce ideas and present them to newspaper editors, broadcast directors, public relations and advertising executives, and ultimately the client. Educators interested in teaching their students disciplined work habits and developing abilities to thinking critically and creatively will find this text a rewarding instructional tool.