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Public Relations Writing and Production
PUB RELAT WRIT
CLASS CODE: COMM 335 CREDITS:  3
DIVISION: BUSINESS & COMMUNICATION
DEPARTMENT: COMMUNICATION
GENERAL EDUCATION: This course does not fulfill a General Education requirement.

CATALOG DESCRIPTION: Development and execution of public relations objectives, with focus on acquiring broad, strong PR writing and production skills.
DESCRIPTION: Utilizes a case study approach to analyze public relations interactions with print, broadcast and online media. Cases will be selected from a wide range of public relations issues and problems confronting business, government, education, for-profit and non-profit entities.
TOPICS: PR process and research; Interviews, surveys, and other tools; Finding and generating news; Pitch letter, media alerts, press kits, op-ed; Feature story; Photos and graphics; Newsletters, e-zines, brochures; Persuasive writing; Legal and ethical guidelines; Media relations/working with media; Emergency public relations; Radio, television and Webcasting; Direct mail and advertising; Letters, e-mail and reports; Writing and giving speeches/audiovisual aids; Meetings and events; Program planning/Integrated marketing communications.
OBJECTIVES: Upon completion, you should understand and perform these key concepts and skills: Basics of public relations research; How to establish communication objectives and strategies; Successful planning and execution to achieve desired outcomes; Effective evaluation of the public relations plan and its execution; and How to recognize, respect and emulate quality public relations efforts.
REQUIREMENTS: Grades will be determined by a combination of test scores (20%), text cases and writing exercises (50%), and a group presentation and report (30%). Meeting deadlines and production demands is an essential part of successful public relations. The grading system 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-
0-59% F

PREREQUISITES: COMM 235
OTHER: Class Policies: Every encounter is a public-relations event. How you present yourself is important. Please be punctual. Though attendance will not be formally taken, it is imperative for successful completion of this course. Absences must be acknowledged before departure and assignments must be turned in before you leave. In case of a personal emergency, please contact Instructor immediately.
EFFECTIVE DATE: August 2002