IS JOURNALISM THE NEW COPYWRITING?:

A REVIEW OF THE LITERATURE

By Douglas E. Rice

How News is Consumed Today

Summary of the Articles1. McAdams, Kathy, and John Sweeney. "Copywriting And Newswriting

Need Similar Skills."Journalism Educator 41.4 (1987): 38-40. Communication & Mass Media Complete. Web. 4 Feb. 2013.

2. Marken, G. A. "Blogosphere Or Blog With Fear." Public Relations Quarterly 51.4 (2006): 33-35. Business Source Complete. Web. 28 Jan. 2013.

3. Scott, David M. Newsjacking: How to Inject Your Ideas into a Breaking News Story and Generate Tons of Media Coverage. Hoboken, New Jersey: John Wiley and Sons, 2012.

4. Sherbin, Mark. "Newjacking: 6 Tips to Help Your Branded Content Use the News." Content Marketing Institute. 13 Jan. 2013 <http://www.contentmarketinginstitute.com/2013/01/help-branded-content-use-news>.

5. Hallett, Josh. "In Through The Back Door: Using Blogs To Reach Traditional Media." Public Relations Tactics 15.5 (2008): 25. Business Source Complete. Web. 1 Feb. 2013.

The Evolution of Copywriting

“Substance” in writing

Business Blogging

Information Credulity

Introduction to “Newsjacking”

Boosting SEO Drawing in readers

with ultra-timely commentary

Sharing a new angle for branded content ideas

Leading your market in thought leadership

How to Hi-jack the News

London Fire Brigade

Joe Payne, CEO of Eloqua

Spirit Airlines The NFL Save the Children

Ethical Implications

Misleading Information Insensitive Exploitation

The Future for Academia and the Writing Profession

Merging of academic programs Copywriters becoming content

marketers Journalists finding employment in

marketing departments

Conclusion and Recommendations More research needs to be done. Businesses must be judicious in

producing content. Consumers of news need to be more

discerning.

References Hallett, Josh. "In Through The Back Door: Using Blogs To Reach

Traditional Media." Public Relations Tactics 15.5 (2008): 25. Business Source Complete. Web. 1 Feb. 2013.

Marken, G. A. "Blogosphere Or Blog With Fear." Public Relations Quarterly 51.4 (2006): 33-35. Business Source Complete. Web. 28 Jan. 2013.

McAdams, Kathy, and John Sweeney. "Copywriting And Newswriting Need Similar Skills."Journalism Educator 41.4 (1987): 38-40. Communication & Mass Media Complete. Web. 4 Feb. 2013.

Scott, David M. Newsjacking: How to Inject Your Ideas into a Breaking News Story and Generate Tons of Media Coverage. Hoboken, New Jersey: John Wiley and Sons, 2012.

Sherbin, Mark. "Newjacking: 6 Tips to Help Your Branded Content Use the News." Content Marketing Institute. 13 Jan. 2013 <http://www.contentmarketinginstitute.com/2013/01/help-branded-content-use-news>.