The author is known for her teaching at the prestigious Poynter Institute P a Florida institute that brings professionals and academics together P and for being a leader in the writing coach movement. Some of its proponents ''distinguish between coaching and fixing." Coaching aims to improve processes of reporting and writing while fixing aims to improve the copy and get it into the paper. Fixing focuses on the written material; coaching focuses on the reporter.''..The book also focuses on the verbal and visual style of the modern newspaper P like no other text on the market. This means greater use of graphics and photos and of alternative, narrative story styles. The newspaper today has to use a wider assortment of tools to attract readers. Rich's book also has a chapter on multi-cultural issues P an extremely important subject in today's print media, as well as public relations and broadcast writing.