Course Objectives

After successful completion of this course, students will be able to:

· Perform many of the fundamental tasks of the entry-level public relations practitioner

· Write using the Associated Press stylebook as the required style manual of the public relations industry

· Explain and analyze how public relations writing differs from other writing in purpose, stakeholders, and style 

· Demonstrate and interpret writing concepts and apply appropriate communication theories in the effective use, organization and presentation of information

· Ask questions and conduct research, evaluate and test information and use that knowledge to select appropriate communication channels for these diverse audiences that accomplish specific goals and objectives

· Practice and refine writing skills, ensuring accuracy and fairness, clarity, appropriate style and grammatical correctness

· Compose and evaluate the different approaches for writing effectively for print publications, television, radio, the Internet and social media 

Course Description

This course is designed to provide you with the knowledge needed to prepare effective communications targeted for use by the mass media and other stakeholders. The goals of this course are to enhance students’ writing skills, to produce effective communications tools and to develop an understanding of the variety of communication tools used in public relations.

Along the way, students will learn how to prepare for public relations writing by conducting research to understand stakeholders, media channels, persuasion techniques and related factors. Students will also learn how to write a variety of public relations content (e.g., newsletters, press releases, fact sheets), how to write for various channels (e.g., television, social media), and how to write for diverse audiences. Students will study how to distribute public relations writing using traditional and new channels and examine how to assess the effectiveness of public relations writing.

Text Book(s) and Reference Materials

Public Relations Writing and Media Techniques, 8th Edition, by Dennis L. Wilcox, Bryan H. Reber

The Associated Press Stylebook 2024 (Hardcopy or App)

Credits： 2