Public Relations Writing
Curriculum guideline
Some or all of the following methods will be used:
1. lecture/discussion
2. group work
3. peer review
4. team projects
5. instructor feedback on students’ work
6. individual consultation
7. presentation (individual or group)
8. guest speakers
9. field trips
1. Strategic Communication Theory
Students will be able to
- define marketing communication and public relations
- describe the social theories of PR theorists (Lee, Bernays, Grunig, and others)
- describe communication channels (for example, paid advertising, media relations)
- identify potential blocks or barriers to effective communication
- identify crisis communication scenarios
- outline the components of the RACE and ROSIE theories
- explain the role of research in message development and issue identification
- describe different communication vehicles (for example, brochures, videos)
- appreciate the value of strategic communication planning
- use measurement and evaluation criteria
- learn how to identify key audiences and publics
- understand the role of repetition in message sending
2. Strategic Communication Practice
Students will be able to
- explain the role of the communication/PR specialist within the organizational environment
- describe communication and public relations activities and writing tasks
- evaluate and respond to crisis communication scenarios
- understand and demonstrate the distinctions between strategy and tactics
- describe strategies for managing image and reputation
- write a strategic communication plan
- understand the different components of public relations practice
- describe the role of internal and external communication
- understand the ethics, law, and responsibility of public relations
Students who successfully complete this course will be able to
1. Explain the theory and models of strategic communications and public relations
2. Describe the role of the communications/PR professional
3. Identify and use the strategies, tactics, and techniques of crisis communications and PR programs
4. Understand and perform various PR writing tasks for specific audiences and purposes
5. Develop, write, and assess a strategic communications plan
Students are expected to be self-motivated and to demonstrate professionalism, which includes active participation, good attendance, punctuality, effective collaboration, ability to meet deadlines, presentation skills, and accurate self-evaluation.
Evaluation will be based on this general format:
| Writing samples (for example, press releases, media advisory, news story | 20% |
| Audience identification, crisis scenario, and press conference | 20% |
| Crisis communication case study | 20% |
| Strategic communication plan | 30% |
| Professionalism/participation (as defined above) | 10% |
| 100% |
Texts may include a current edition of Fraser Seitel’s The Practice of Public Relations and a public relations writing text such as Dennis L. Wilcox’s Public Relations Writing and Media Techniques.
Acceptance into the Post-Degree Diploma in Professional Communication
or a minimum of 45 credit hours including a university-transfer course in English, Communications, or Creative Writing with a grade of B or higher
or permission of the Professional Communication program coordinator
None
None