COM 310 A

Writing for Public Relations

Rosemary Tutt

Syllabus

Stevie J. Schenk

Flagler College Communication 310 Writing for Public Relations Course Syllabus Spring 2011 Instructor: Rosemary Tutt, M.A., APR Assistant Professor of Communication Credit Hours: 3 hours 10:30 to 11:45. Mon & Wed. Room: Library 302 Ofce: Proctor Library, Room 340 Phone: (904) 819-6353 E-mail: RTutt@agler.edu Mailroom: Box 1357 Ofce Hours: Mon: 11:45 a.m. to 12:45 p.m Tues: 10:45 a.m to 12:45 p.m; 3:15 to 5:15 p.m. Wed: 11:45 a.m. to 12:45 p.m Thurs: 10:45 a.m. to 12:45 p.m Fri: 10:00 a.m. to Noon *Please call for an appointment

Course Description: This course includes writing for print, electronic, controlled and uncontrolled media, and publications. Emphasis is given to research, audience analysis, and selection of appropriate writing styles and media. The course prepares students for advanced writing in public relations and provides practice in developing news releases, event planning, report writing, newsletters, and presentations. Prerequisite: COM 222 or permission Required Text: Public Relations Writing & Media Techniques, Wilcox, Pearson, 6th edition; ISBN 978-0-205-6428-3; Public Relations Writing, Bivins, 6th ed. Online Workbook (posted to LMS) The Associated Press (AP) Stylebook is also an essential tool. You will be preparing materials for mass media and AP is the most generally accepted style. Additional Sources for Required Class Discussion: PR Newswire <prnewswire.com> PR Watch <prwatch.org>; timely and pertinent material relevant to the public relations profession You are expected to read, view, and listen to both mass and specialized media for which you will be writing.

Expected Student Learning Outcomes: Knowledge The student will 1. obtain an understanding of how effective promotional writing impacts the public relations and marketing elds. 2. develop an understanding of the theory and considerations behind the development of successful public relations vehicles. 3. cultivate knowledge concerning the methodology of PR writing and media placement through research, design, planning and coordination. Skills The student will 1. develop an understanding of the basic legal and ethical issues of public relations writing. 2. learn basic terminology, used in print and broadcast writing, that is accepted by both the media and public relations profession. 3. learn through hands-on experience how to create and utilize public relations tools from the research phase through the evaluation stage. Method of Instruction: Lectures In-class exercises Guest speakers (dates & topics TBD) Out-of-class assignments (homework) Mid-term and nal exams Course Outline, Assignment & Student Evaluation Weekly (homework) 25% of grade (9 Assignments) In-class Participation 11% of grade (6 Assignments) Online Newsroom/Crisis 10% of grade Midterm 14% of grade Final 20% of grade Final Project 20% of grade All assignments should utilize the following format: 1) typed and double-spaced 2) be free from spelling and grammar errors *

Note: Deductions will be made if these stipulations are not followed. *Any mistakes in grammar, punctuation or spelling will seriously affect your grade and may even generate an F for the assignment. Please take this statement seriously and exercise caution before submitting an assignment, test or other required projects.

The professor reserves the right to make content/topic changes to any homework or in-class assignment Final Project For the nal project, students will work within a group and be required to prepare a public relations blitz promoting an event or product launch for a company/organization chosen from a list of options. This oral and written presentation will demonstrate your ability to develop content for each of the following: Audience analysis Issue statement News Release Brochure (full color mock-up) Feature Story for Newsletter Cover :30 PSA or Radio Spot Web Site Home Page (with explanation of related screens and links) Grade Scale 90-100 = A 80-89 = B 70-79 = C 60-69 = D 59 or below = F Tentative Schedule Schedule subject to change based on class lectures/assignments. Week 1 (1/12) Introduction, overview, goals, expectations, projects, requirements Lecture: Types of Information; Controlled & Uncontrolled Assignment: Chpt 1 (pp 1-19) Week 2 (1/19) Monday, Jan 17 Martin Luther King, Jr. Day No classes Lecture: PR Planning & Research Assignment: Chpt 2 (pp 34-54); Issue Statement (handout); Wilcox p 32 #6

Week 3 (1/24, 1/26) Lecture: Persuasive Message Strategy & Issue Statement In-class: Bivins Exer. 2-1 Assignment: AP Style & Grammar (online); Ch 1( pp 20-31) Ch 2 (pp 55-58); Bivins Exer. 3-1

Week 4 (1/31, 2/2) Lecture: Ethics of Persuasion & Propaganda; Style & Grammar (most common mistakes) Assignment: Chpt 4; Wilcox p 59 #5 Week 5 (2.7, 2/9) Lecture: Finding & Making News Assignment: Chpt 5; Bivins Exer. 4-4 Week 6 (2/14, 2/16) Lecture: News Releases & Multimedia Releases In-class: Timely News Release (topic to be provided) Assignment: Chpt 11 (pp 272-300) Week 7 (2.21, 2/23) Lecture: Getting Along with Journalists In-class: Wilcox p 303 #2 MID-TERM EXAM (2/23) Assignment: Ch 6, Wilcox p 303 #4

Week 8 (2/28, 3/2) Lecture: Fact Sheet, Media Advisories, Kits & Pitches In-class: Media Advisory (special event topic) Assignment: Crisis Communication Handout, Ch 11 (pp 300-302) Bivins Exer 6--6 Week 9 (3/7, 3/9) COMMUNICATION WEEK Week 10 (3/14, 3/16) Lecture: Crisis Communication Prepare for Online newsroom Crisis response Assignment: Crisis handout exercise 6-3 (Vermont Teddy Bear Crazy for You Bear) Week 11 (3/21, 3/23) In class: Online Crisis Press Conference group presentations Assignment: Chpt 13 & 7 Week 12 (3/28, 3/30) Lecture: Newsletters & Brochures, News Features In class: Bivins Exer 7-5 Assignment: Chpt 9, Bivins Exer.7-6

Week 13 (4/4, 4/6) Lecture: Television & Radio In-class: Bivins Exer. 11-1 Assignment: Bivins Exer. 11-5 Week 14 (4/11, 4/13) Group Presentations of PR Program Plans (both sessions) Week 15 (4/18) Final Exam on Monday, April 18 (10 to 11:45 a.m.) Attendance A student who is absent for any reason, (excused or unexcused), more than 20% of the scheduled class meetings for the academic Semester will not receive credit for the course. Students must request all excused absences through the Ofce of the Assistant Dean of Academic Affairs or through the College Nurse and must provide adequate documentation to obtain an excused absence. Attendance will be taken at the beginning of each class. Flagler Colleges policy states that students who miss more than ve Tuesday-Thursday classes or eight MondayWednesday-Friday classes will receive a WP or WF. This policy will be strictly followed. In addition, tardiness (ve or more minutes late for class) will not be tolerated. Not only is it insulting to the professor and fellow students, but will seriously affect the participation component of your grade. Academic Honesty and Integrity Cheating, plagiarism, violation of test conditions, complicity in dishonest behavior, or falsication of academic work is a serious breach of College expectations and is subject to immediate disciplinary action. Statement on Disabilities Flagler College offers special academic accommodations to students with documented disabilities. Services include alternative test administration and/or services of interpreters, note-takers, and readers. In order to receive special academic accommodations, a student must register with the Ofce of Services for Students with Disabilities (OSSD) and provide required documentation of disability. Students must contact Dr. Deborah KammLarew at 819-6460, or, dkamm@agler.edu.