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Public Relations Writing I

Course Code: PRFU 2370
Faculty: Language, Literature & Performing Arts
Department: Print Futures
Credits: 3.0
Semester: 15 weeks
Learning Format: Lecture, Seminar
Typically Offered: TBD. Contact Department Chair for more info.
course overview

This course introduces the fundamentals of public relations management and practice with an emphasis on the role of effective communication strategies in the corporate environment. Students will focus on the role of public relations in the organization and the application of communication strategies and tools for communications planning.

Course Content

  1. Public Relations Theory
    Successful students will be able to:
    • define public relations
    • identify the history and evolution of public relations
    • describe the social theories of PR theorists (Lee, Bernays, Grunig, etc.)
    • describe communication channels (e.g., paid advertising, media relations)
    • identify potential blocks or barriers to effective communication
    • describe the components of the RACE and ROSIE theories
    • describe the role of research in message development and issue identification
    • describe different communication vehicles (e.g., brochures, videos)
    • describe the value of strategic communication planning
    • discuss measurement and evaluation criteria
    • learn how to identify key audiences
    • discuss the role of repetition in message sending
  2. Public Relations Practice
    Successful students will be able to:
    • explain the difference between corporate image and identity
    • explain corporate communications systems and the role of public relations specialists within the organizational environment
    • describe public relations activities and writing tasks
    • describe the distinctions between strategy and tactics
    • describe strategies for managing image and reputation
    • develop a basic communications plan
    • understand the different components of public relations practice
    • describe the role of internal and external communications
    • understand the ethics, law, and responsibility of public relations

Methods of Instruction

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.

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:

Writing samples (e.g., short speech) 10%
Communications briefings 15%
Interview article and presentations 15%
Issues management / role play 15%
Case study 15%
Basic communications plan 20%
Professionalism (as defined) 10%

Learning Outcomes

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

  1. Explain the history, theory, and models of corporate public relations
  2. Explain the role of the public relations professional in the corporate environment
  3. Describe the strategies, tactics, and techniques of public relations programs
  4. Develop an understanding of the various writing tasks for specific audiences and purposes
  5. Develop a basic communications plan

course prerequisites

CMNS 1218 or permission of coordinator

curriculum guidelines

Course Guidelines for previous years are viewable by selecting the version desired. If you took this course and do not see a listing for the starting semester/year of the course, consider the previous version as the applicable version.

course schedule and availability
course transferability

Below shows how this course and its credits transfer within the BC transfer system. 

A course is considered university-transferable (UT) if it transfers to at least one of the five research universities in British Columbia: University of British Columbia; University of British Columbia-Okanagan; Simon Fraser University; University of Victoria; and the University of Northern British Columbia.

For more information on transfer visit the BC Transfer Guide and BCCAT websites.


If your course prerequisites indicate that you need an assessment, please see our Assessment page for more information.