I.    Course Description

Students learn basic research and planning principles associated with public relations writing and how to prepare an assortment of public relations documents. AP style is reinforced and students learn how to construct news releases, media advisories, pitch letters, fact sheets, advocacy statements, features and fliers. Students will begin portfolio building.

II.   Rationale

       Public relations writing has been described as a process that is 90 percent thought and

       encompasses diverse styles, linked by their common purpose of   advocacy for a client or organization. This

       course is intended to provide opportunities to develop not only writing skills but also insights into public

       relations management so as to make appropriate decisions among various publics, writing objectives,

       message strategies, and media opportunities. The primary goal of this course is to demonstrate patterns of

       planning that lead to effective writing for various public relations formats.

III.  Textbooks

  The textbook adopted for this course is The Associated Press Stylebook

  Recommended, but not required, supplementary textbooks are:

        Any book of grammar and usage, such as Strunk & White's "The Elements of Style"

        A dictionary

IV.   Course Objectives and Outcomes

        To demonstrate achievement in this course, the student should be able to show competency in meeting the

        following objectives:

·        to use a planning process before writing in any format

·        to use the methods of research for public relations writing

·        to apply the techniques of persuasive writing to achieve various ends

·        to show an understanding of selecting the appropriate format for different projects

·        to write for various external and internal publics

·        to write for print and electronic media formats

·        to master the process of writing effective news releases

V.    Instructional Methods and Activities

Methods and activities for instruction include traditional experiences in the form of lectures, class discussion and in-depth writing assignments. This course actively uses BlackBoard, the college’s Web-based teaching site. The course site will include lecture outlines (posted at least one day in advance of each class), assignments, important announcements, supplemental resources and grades.   

VI.  Evaluation

       The methods of evaluation and the criteria for grade assignment for this course are:

       Writing Assignments:  30%

This is a writing class, so writing assignments will make up the bulk of your weekly work. The purpose of these assignments is to learn by doing.  They should be thought of as an opportunity to hone your skills for your final portfolio project.  Most assignments will be graded based on planning, format, message content, and writing mechanics, although some will be marked as complete or incomplete. Your three lowest assignment grades will be dropped before averaging your final grade in this area. 

       Exams:  30%

Four exams based on the textbook and lecture material will be administered during this course. In addition, four open-book quizzes based on stylebook usage will be administered. It is hoped that by taking these exams throughout the semester instead of taking a comprehensive final exam, you will be able to identify your strengths and begin to overcome any problem areas in your writing during the class. 

       Portfolio:  40%

The culmination of what you have learned in this class will be displayed in a portfolio to be turned in at the end of the semester. You will find that a portfolio of your best writing also will be helpful in interviews for internships and jobs.  With this project, you will select an organization of personal interest as the basis of a portfolio, which will include planning sheets and writing samples of the following formats:          

      1.         News release: general print media

      2.         News release: localized print media

      3.         News release: radio release with actuality

      4.         News advisory

      5.         Pitch letter OR story idea memo

      6.         Biography OR organizational history

      7.         Backgrounder OR Q&A piece

      8.         Letter to the editor OR op-ed commentary

      9.         Newsletter article

      10.       Appeal letter/response device/follow-up OR brochure

      11.       Extra-credit item(s)               

        The grading scale to be used is as follows:

       94 - 100           A

        90 - 93             A-                   

        87 - 89             B+

        84 - 86             B

        80 - 83             B-

        77 - 79             C+

        74 - 76             C

        70 - 73             C-

        67 - 69             D+

        64 - 66             D

        60 - 63             D-

        Below 60         E

Important Note: Class attendance, class participation and whether deadlines were met will be considered when assigning a final grade.

VII.     Class Policies

            Attendance.  As a public relations practitioner, you will be expected to go to work every day ready to do your job.  As a student, you are expected to come to every class prepared and on time.  Attendance will be taken at the beginning of each class.  If you join class after attendance has been taken, it is your responsibility to make sure the instructor knows you are there.

            Class Participation.  In the work place, participation involves more than mere physical presence.  Likewise, in the classroom, you are expected to be actively involved.  Take the initiative in discussion and projects, ask relevant questions, and contribute to the overall learning environment of this class. You are not in competition with other students.

            Assignments.  As a public relations practitioner, you will be responsible for distributing information on a timely basis; likewise, as a student, you will be responsible for completing assignments on time.  You will receive ample notice of assignment deadlines.  Assignments are due on the assigned day even if you cannot attend class; late assignments will reflect a deduction of five points for each class they are late.  Although most assignments will be graded, they should primarily be thought of as learning experiences.  If you are absent for any reason, it is your responsibility to obtain class assignments, notes and handouts from another student.

            Grading.  It is presumed that each of you is beginning this class with the capability of meeting the rigorous demands of upper-level undergraduate work.  The degree with which you demonstrate this capability will determine your final grade.  Academic integrity is expected of each student; college guidelines on academic misconduct will be enforced.  Because of the professional nature of this class, standards of grammar, punctuation, spelling and AP style will be expected in every writing sample you submit.  On graded assignments, points will be deducted for misuse.  Neatness and a professional look also are expected.  All writing assignments must be typed and proofread.