Writing course designed to help the student understand news releases, feature stories, speeches, letters, scripts, cutlines, memoranda, and other tools basic to the practice of public relations. Emphasis will be placed on the strategies and techniques behind public relations writing.
Athena Title
Public Relations Communication
Prerequisite
ADPR 3515 and (ADPR 3400 or ADPR 3400E) and permission of major and permission of department
Semester Course Offered
Offered fall, spring and summer
Grading System
A - F (Traditional)
Student Learning Outcomes
Upon completion of the course, students will be able to identify and construct public relations strategic research materials, including SWOT analyses, target audiences, GOST plans, and key messages.
Upon completion of the course, students will be able to articulate and critique the notion of "newsworthiness" within the context of traditional and digital public relations communication.
Upon completion of the course, students will be able to research, plan, and compose traditional and digital public relations writing samples for a chosen real-world client.
Upon completion of the course, students will be able to interpret constructive feedback on writing assignments and modify existing traditional and digital writing samples.
Upon completion of the course, students will be able to demonstrate professional workplace soft skills, such as time management, collaboration, professional communication, and personal organization.
Topical Outline
Lecture with mandatory laboratories
Theory/fundamentals/principles of effective public relations communication
Effective writing for plans and proposals, including preparing situation analyses and goal- and objective-setting
Writing for research: Moderator's guides and questionnaires
Interview techniques
Writing for news media
Press kits and fact sheets
News announcements, media advisories for print media
Feature pitches, feature articles
Video news releases, public service announcements
Memo and report writing
Writing for special events: planning and sponsorships
Writing direct communications: brochures and newsletters
