|Public Relations Writing and Production|
|PUB RELAT WRIT|
|CLASS CODE:||COMM 335||CREDITS: 3|
|DIVISION:||BUSINESS & COMMUNICATION|
|GENERAL EDUCATION:||This course does not fulfill a General Education requirement.|
|DESCRIPTION:||Development and execution of public relations objectives, with focus on acquiring broad, strong PR writing and production skills.|
|TAUGHT:||W/F 2004, S/F 2005, W/F 2006, S/F 2007, W/F 2008|
|CONTENT AND TOPICS:||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.
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.
|GOALS AND OBJECTIVES:||Understand and perform the basics of public relations research and how to implement data to plan public relations efforts and evaluate their effectiveness. Emulate professional public relations writing and understand relevant guidelines and rules. Learn to establish and implement public relations objectives, strategies and tactics. Evaluate effectiveness and success of public relations projects and campaigns. Recognize, respect and emulate quality public relations efforts; and gain insights into future academic and professional opportunities related to the discipline.|
|REQUIREMENTS:||Tests, case study evaluations, research assignments, peer evaluations, Instructor evaluations, group work, plans and campaigns, discussions, field trips, guest lectures, writings, written evaluations, readings, editing, PowerPoint, videos, projects, and project evaluations.|
|PREREQUISITES:||COMM 111 and 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|