Public Relations Writing I

Curriculum Guideline

Effective Date:
Return to Course
Print Guideline
Course
PRFU 2370
Discontinued
Yes
Course Code
PRFU 2370
Descriptive
Public Relations Writing I
Department
Print Futures
Faculty
Language, Literature & Performing Arts
Credits
3.00
Start Date
End Term
201710
PLAR
Yes
Semester Length
15 weeks
Max Class Size
30
Contact Hours
2 hours lecture per week 2 hours seminar per week
Method(s) Of Instruction
Lecture
Seminar
Learning Activities

This course is taught using a combination of lectures, creative class exercises, guest speakers, team projects, and student participation. Classroom discussions will form an important part of the course, and students are expected to contribute to the dialogue.

Course Description
This course introduces the fundamentals of public relations management and practice with an emphasis on the role of effective communication strategies in the corporate environment. Students will focus on the role of public relations in the organization and the application of communication strategies and tools for communications planning.
Course Content
  1. Public Relations Theory
    Successful students will be able to:
    • define public relations
    • identify the history and evolution of public relations
    • describe the social theories of PR theorists (Lee, Bernays, Grunig, etc.)
    • describe communication channels (e.g., paid advertising, media relations)
    • identify potential blocks or barriers to effective communication
    • describe the components of the RACE and ROSIE theories
    • describe the role of research in message development and issue identification
    • describe different communication vehicles (e.g., brochures, videos)
    • describe the value of strategic communication planning
    • discuss measurement and evaluation criteria
    • learn how to identify key audiences
    • discuss the role of repetition in message sending
  2. Public Relations Practice
    Successful students will be able to:
    • explain the difference between corporate image and identity
    • explain corporate communications systems and the role of public relations specialists within the organizational environment
    • describe public relations activities and writing tasks
    • describe the distinctions between strategy and tactics
    • describe strategies for managing image and reputation
    • develop a basic communications plan
    • understand the different components of public relations practice
    • describe the role of internal and external communications
    • understand the ethics, law, and responsibility of public relations
Learning Outcomes

Upon completion of the course, successful students will be able to:

  1. Explain the history, theory, and models of corporate public relations
  2. Explain the role of the public relations professional in the corporate environment
  3. Describe the strategies, tactics, and techniques of public relations programs
  4. Develop an understanding of the various writing tasks for specific audiences and purposes
  5. Develop a basic communications plan
Means of Assessment

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 (e.g., short speech) 10%
Communications briefings 15%
Interview article and presentations 15%
Issues management / role play 15%
Case study 15%
Basic communications plan 20%
Professionalism (as defined) 10%
  100%

 

Textbook Materials

Textbooks and Materials to be Purchased by Students

Texts may include:

  • Bivins, Thomas. Handbook for Public Relations Writing. NTC Business Books, 1996.
  • Seitel, Fraser. The Practice of Public Relations. 8th ed. Prentice Hall, 2001.
Prerequisites

CMNS 1218 or permission of coordinator

Which Prerequisite

PRFU 2470