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| Preface | |
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| About the Author | |
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| Acknowledgments | |
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| The Agricultural Communications Industry: An Overview | |
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| Key Terms | |
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| Objectives | |
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| Overview | |
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| The Agricultural Communications Industry: Why the Need Exists | |
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| The History of the Agricultural Communications Industry | |
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| Industry Trends | |
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| Writing Trends | |
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| Visual Trends | |
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| The Future of the Agricultural Communications Industry | |
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| Conclusion | |
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| Review Questions | |
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| Enhancement Activities | |
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| Web Links | |
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| Bibliography | |
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| Gathering the Facts | |
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| Key Terms | |
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| Objectives | |
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| Overview | |
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| The Basics of Research | |
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| Interviewing Techniques | |
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| Checking for Facts | |
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| Attributing Information | |
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| Avoiding Plagiarism | |
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| Ethical Considerations | |
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| Conclusion | |
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| Review Questions | |
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| Enhancement Activities | |
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| Web Links | |
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| Bibliography | |
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| Writing for Agriculture | |
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| Key Terms | |
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| Objectives | |
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| Overview | |
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| The Need for Effective Written Communication | |
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| Journalism Basics | |
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| Preparing News Releases | |
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| The Parts of News | |
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| Writing the Feature Story | |
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| Elements of a Good News Story | |
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| The Feature Story: Getting Started | |
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| Editing Your Work | |
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| Conclusion | |
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| Review Questions | |
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| Enhancement Activities | |
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| Web Links | |
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| Bibliography | |
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| The Electronic Media | |
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| Key Terms | |
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| Objectives | |
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| Overview | |
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| An Introduction to Agriculture and the Electronic Media | |
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| Selling on the Internet | |
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| The Secret of Effective E-mail | |
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| The Basics of Web Page Design | |
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| Marketing a Web Site | |
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| The Need for Fresh Web Content | |
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| Conclusion | |
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| Review Questions | |
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| Enhancement Activities | |
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| Web Links | |
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| Bibliography | |
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| Photography: Illustrating the Story | |
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| Key Terms | |
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| Objectives | |
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| Overview | |
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| Film versus Digital Cameras | |
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| Digital Cameras | |
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| Film Cameras | |
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| The Three Basic Rules of Photography | |
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| Rules of the Road: How to Illustrate a Story and Other Hints | |
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| Conclusion | |
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| Review Questions | |
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| Enhancement Activities | |
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| Web Links | |
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| Bibliography | |
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| Speaking for the Public | |
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| Key Terms | |
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| Objectives | |
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| Overview | |
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| Making the Most of Your Time in the Public Eye | |
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| The Role of the Public Speaker | |
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| Using Your Time Wisely | |
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| Speaking Extemporaneously: A Few Tips | |
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| Speaking from Prepared Notes | |
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| Working as a Spokesperson | |
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| Handling Questions from the Floor | |
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| The Illustrated Talk: How to Add Visuals to Presentations | |
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| Conclusion | |
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| Questions | |
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| Enhancement Activities | |
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| Web Links | |
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| Bibliography | |
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| Page Layout: Putting It All Together | |
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| Key Terms | |
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| Objectives | |
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| Overview | |
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| Basic Layout Considerations | |
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| Using the Computer to Save Time | |
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| The Electronic Darkroom | |
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| An Explanation of Common File Extensions | |
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| Saving Images: High or Low Resolution? | |
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| Conclusion | |
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| Review Questions | |
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| Enhancement Activities | |
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| Web Links | |
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| Bibliography | |
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| Working as a Freelancer | |
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| Key Terms | |
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| Objectives | |
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| Overview | |
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| What Is a Freelancer? | |
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| The Freelance Market | |
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| What Kind of Freelance Markets Exist? | |
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| Making Contact with the Media | |
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| Writing the Query Letter | |
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| Editor-Freelancer Relations | |
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| Making a Living as a Freelancer: Some Considerations | |
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| Conclusion | |
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| Review Questions | |
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| Enhancement Activities | |
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| Web Links | |
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| Bibliography | |
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| Careers in Agricultural Communications | |
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| Objectives | |
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| Overview | |
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| An Overview of Common Agricultural Communications Jobs | |
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| Agricultural and Food Scientists | |
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| Announcers | |
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| Artists and Related Workers | |
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| Broadcast and Sound Engineering Technicians and Radio Operators | |
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| Designers | |
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| Desktop Publishers | |
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| Photographers | |
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| Public Relations Specialists | |
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| Teachers--Middle, and Secondary | |
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| Television, Video, and Motion Picture Camera Operators and Editors | |
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| Writers and Editors | |
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| Educational Opportunities in Agriculture Communications | |
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| Conclusion | |
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| Glossary | |
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| Index | |