This module introduces the student to the variety of written communications, which are necessary for and relevant to the practice of public affairs and political communication. It examines the pivotal forms of public relations expression such as news releases, backgrounders, fact sheets, biographies, reports, interviews, speech writing, business report writing, advertorials, and writing for on-line media through instruction, practical exercises and case studies.
The aim is for the student to understand and master the elements of public relations writing. Students will learn key research principles associated with public relations writing and prepare an assortment of public relations documents and tools. This will include news releases, fact sheets, biographies, backgrounders, pitch letters, speech writing, internal communications, online writing, blogs and the use of social media campaigns.
The class culminates in the development of a portfolio of work. The module will also develop a high level of professional competence in the skill of writing for public relations by ensuring that students have both competence and confidence in English grammar, syntax, usage, and style for students.
Unit One
Public Relations Writing as strategic communications managementPersuasion, Public Opinion and writing for the mediaDifferentiation of good writing from bad writingNews stories, headlines, captions and editorial skillsPitching Stories and InterviewsPress advisory notes and Press invitationsBackground briefings and Research SkillsBackgrounders, Op Ed. Pieces, Media Alerts, Advertorial pieces
Unit Two
SpeechesBroadcast Release and Public Service AnnouncementsReport writing/ Business and internal reports/ media analysisPresentation skillsIntroduction to on-line public relations writingDeveloping content for online and social mediaEmailed news releasesWriting for the company/organisation websiteWriting for blogs/networking websitesPreparing briefs for radio and television interviewsTechniques for interviewingWriting parliamentary questions and information requests
Formal lectures, class and home projects, research, case studies, workshops, projects, one-to-one instruction, critical analysis, practical interviews, and class discussions will form part of the course. Students will be assigned specific reading material to promote independent learning. Classes will make continuous use of computer laboratories during instruction. Practical writing exercises will be given in class in order to enable students to judge the effective use of language, how to convey complex messages in a concise manner, and progress through the stages of writing are from planning, to composing, to evaluation. Students will learn the importance of producing print ready material. Grammar workshops will be conducted using overhead projections and continuous in-class exercises.
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Other Assessment(s) | 100 |