- balancing drama and information ('heat' vs. 'light')
- generating and evaluating story ideas
- the secrets to crafting good ledes
- creating strong packages for the internet, tv, and radio
- the specific requirements of writing for print and broadcast
- the art of the interview

Along the way, the authors share countless anecdotes from their own storied careers--and discuss larger questions such as the rapidly growing role of digital media and what it means for today's aspiring journalists.

Includes an extensive reporter's toolbox of checklists, techniques, and resources