COMM 336
Writing for Public Relations

1. Catalog Entry

SPCH 336. Writing for Public Relations
Two hours lecture and two hours lab (3).

Prerequisite: SPCH 226 or permission of instructor

Provides students with the theory and technical knowledge necessary to produce messages as professional communicators. Students will develop skills in a variety of writing formats and learn to utilize desktop publishing and graphics software in the production of messages.

2. Detailed Description of Content of Course

Course outline

I. Public Relations and the Writer; Ethical and Legal Responsibilities of the Writer
II. Persuasion; Research for the Public Relations Writer
III. Writing for Clarity and Interest; Simplifying the Complex; Grammar, Spelling, Punctuation.
IV. Memos and Letters, Reports and Proposals.
V. Backgrounders and Position Papers.
VI. News Releases for Print Media; News for Broadcasting.
VII. Features for Print and Broadcasting; Writing Advertising Copy. Write a public service announcement for radio.
VIII. Crisis Communication.
X. Newsletters.
XI. Brochures.
XII. Employee/Association/Trade Magazines and Presentations; Annual, Employee and Public Interest Reports.
XIII. Media Kits.
XIV. Campaign Writing.

3. Detailed Description of Conduct of Course

Lecture and discussion will be complimented by daily writing, editing, and layout/design assignments in labs.

4. Goals and Objectives of the Course

• Students will develop skills in the practical production of public relations messages for a variety of different audience types.
• Students will understand the difference between messages for internal and external audiences. Students will develop writing, editing, and design skills necessary to produce internal reports, media releases, media kits, brochures, and newsletters.

5. Assessment Measures

Student learning will be assessed through tests and evaluation of a variety of projects involving the preparation of messages such as media releases, promotional letters, brochures and news letters.

6. Other Course Information
7. REVIEW AND APPROVAL

DATE ACTION REVIEWED BY
September, 2001 Bill Kennan, Chair