Public Relations Writing II

Curriculum guideline

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Print Guideline
Course
PRFU 2470
Discontinued
Yes
Course code
PRFU 2470
Descriptive
Public Relations Writing II
Department
Print Futures
Faculty
Language, Literature & Performing Arts
Credits
3.00
Start date
End term
201710
PLAR
Yes
Semester length
15 weeks
Max class size
30
Contact hours
2 hours lecture per week 2 hours seminar per week
Method(s) of instruction
Lecture
Seminar
Learning activities

This course is taught using a combination of lectures, creative class exercises, guest speakers, team projects, and student participation. Classroom discussions will form an important part of the course, and students are expected to contribute to the dialogue.

Course description
This course provides an overview of and introduction to the field of communications and media relations in Canada, and introduces students to the typical writing and planning tasks required in public relations. Students may be required to write news releases, brochures, and newsletters. They will also conduct a media analysis and develop a strategic communications plan.
Course content
  1. Media Structure in Canada
    Successful students will be able to:
    • discuss the role of the media in Canada
    • discuss the theories of media theorists (e.g., McLuhan, Chomsky, Znaimer)
    • explain the relationship between chains, networks, and independents
    • describe the infrastructure of the media (national, local, daily, weekly, urban, rural)
    • describe the distinctions between various media (ethnic, cultural)
    • describe the distinctions between newspapers, magazines, TV, and radio
    • explain the function of the Canadian Press or wire services
    • distinguish between hard and soft news and identify what is newsworthy
    • acquire the ratings distribution of a particular medium
    • determine the target audience of a particular medium
    • develop a media profile of a particular medium
  2. Public Relations Tools and Tactics
    Successful students will be able to:
    • explain the role and function of various public relations tools for specific audiences
    • explain the distinction between writing tasks for each tactic
    • understand the role and value of media relations
    • identify issues management and crisis response strategies
    • describe the distinctions between print, oral, and visual material for meeting public relations objectives
    • develop a news release and media kit
    • understand the role and function of special events
    • understand ethics, law, and responsibility in public relations
Learning outcomes

Upon completion of the course, successful students will be able to:

  1. Explain the role of the media
  2. Describe the structure of the media and its components
  3. Understand the distinction between news, advertising, marketing, and public relations
  4. Write the components of a media kit
  5. Develop a strategic communications plan
  6. Understand issues management and crisis response strategies
Means of assessment

Students are expected to be self-motivated and to demonstrate professionalism, which includes active participation, good attendance, punctuality, effective collaboration, ability to meet deadlines, presentation skills, and accurate self-evaluation.

Evaluation will be based on this general format:

Media briefings 10%
Media profile and reader profile 10%
News release 10%
Media kit 20%
Strategic communications plan (including media relations strategy and marketing strategy) 40%
Professionalism (as defined) 10%
  100%

 

Textbook materials

Textbooks and Materials to be Purchased by Students

Texts may include:

  • Sommers, Susan. Building Media Relationships. Irwin Publishing, 2002.
Prerequisites

PRFU 2370 or permission of coordinator