This research-driven, strategy-based media writing textbook digs deeply into how media professionals think and write in journalism, public relations, advertising and other forms of strategic communication. The Professional Strategy Triangle model shows students how to think critically about the audience, the situation and the message before starting a new persuasive piece, and the FAJA four-point model asks students a series questions about their story type (Fact, Analysis, Judgment, or Action) to guide them to the right angle or organizational structure for their message. Rooted in classical rhetorical methods, this step-by-step technique enables readers to strategically approach each writing task for any format.